Aline S.

- Liderar e otimizar os canais de aquisição pagos, orgânicos, parcerias e afiliados, garantindo eficiência de investimentos, LTV/CAC saudável e aumento contínuo da taxa de conversão; - Gerenciar, desenvolver e evoluir os times de Performance, SEO e CRM, promovendo uma cultura orientada a dados, testes e aprendizado contínuo; - Organizar, priorizar e conduzir as iniciativas da tribo de aquisição, atuando com forte influência sobre áreas como Produto, CX, Pricing, Inside Sales, Analytics e Growth; - Extrair, analisar e interpretar dados via SQL para monitorar o funil completo (do lead à venda), gerar insights acionáveis e apresentar resultados para a liderança; - Liderar a evolução do ecossistema de Martech (HubSpot, tracking, atribuição, CDP), garantindo governança, consistência de dados e escalabilidade; - Monitorar, analisar e otimizar KPIs de crescimento, como CAC, LTV, ativação, conversão, retenção e loss ratio, utilizando testes A/B e análises de comportamento; - Cocriar, junto aos times de Produto, Growth e Analytics, melhorias de jornada, segmentações e personalizações que aumentem conversão, retenção e qualidade da base global; - Definir hipóteses, conduzir experimentos e escalar iniciativas de alto impacto com base em dados e aprendizado contínuo.

- Led performance marketing strategy across multiple platforms (Google Ads, Meta Ads, LinkedIn Ads, TikTok Ads, etc.), aligned with business goals such as online sales, lead generation, branding and engagement. - Defined goals and KPIs for paid media (CPA, LTV, ROAS, CVR), ensuring consistency with growth and profitability targets. - Managed SEM and paid media budgets, optimizing investment allocation to maximize ROI and overall performance. - Managed and developed the Performance team, ensuring high-quality execution and continuous improvement of technical skills. - Analyzed traffic, conversions and campaign performance using tools such as Google Analytics, Google Search Console, SimilarWeb and SEMrush. - Monitored competitors and market trends to identify optimization opportunities and test new strategies and channels. - Conducted A/B tests on ads, creatives and landing pages, focusing on incremental performance gains and continuous optimization.

- Strategic Planning: Develop Marketing strategies (Performance and SEO) on different platforms (Google Ads, Meta Ads, LinkedIn Ads, TikTok Ads, etc.), aligned with business objectives, such as lead generation, online sales, branding or engagement. - Defining KPIs: Establishing goals and KPIs for Paid Media campaigns (CPA, LTV, ROAS, CVR) and for SEO (domain authority, positioning, speed, indexing) that allow measuring the success of Marketing actions. - Budget and ROI Management: Managing the budget for SEM campaigns, ensuring the best allocation of resources to maximize ROI, adjusting strategies to ensure that spending is aligned with expected results and growth goals. - Marketing Team Management: Leading and guiding the team responsible for Performance and SEO, developing their skills and ensuring the effective execution of strategies. - Data Analysis and Reporting: Utilize analytics tools (such as Google Analytics, Google Search Console, and SEMrush) to monitor traffic, conversions, and keyword performance. - Competitor Analysis and Trends: Conduct competitive analysis and track market trends to identify optimization opportunities and adjust campaigns as needed. - A/B Testing and Experimentation: Conduct A/B testing on ads, landing pages, and campaign creatives to continually optimize SEM performance.

- Planned and executed paid media strategies on Google Ads, Meta Ads, LinkedIn Ads and TikTok Ads with a strong focus on sales and demand generation. - Built strategic campaign plans, including audience definition, targeting strategies, budget allocation and performance goals. - Identified opportunities across multiple acquisition channels and oversaw the day-to-day management and optimization of campaigns. - Managed marketing budgets with a focus on KPIs (CPL, CPA, ROAS) and growth targets. - Performed market and performance analyses to support strategic decisions and guide experiments for optimization. - Led and coached the Performance team, ensuring alignment with client goals and delivery of measurable results.

Responsible for Digital Marketing and Performance initiatives, focusing on paid media campaigns, performance analysis and supporting business goals related to customer acquisition and engagement.

- Responsible for the Digital Marketing area of Ontex Brazil, working with brands such as Pom Pom, Cremer Disney, Sapeka, Bigfral and Moviment. - Defined strategic planning for digital channels, content and media across all brands. - Created the performance KPI and metrics framework and implemented reports and dashboards to monitor digital campaigns and channels. - Developed and structured short-, mid- and long-term digital projects. - Managed websites, apps and other digital assets, ensuring they were updated, user-friendly and aligned with the retail and media calendars. - Ensured all digital touchpoints and social media presences were up to date and consistent with brand and promotional campaigns. - Developed and selected new digital vendors together with (or independently from) the IT team. - Supported the implementation of digital pilot projects in other areas of the company. - Defined digital targets and monitored KPI delivery and quality. - Acted as the main point of contact for agencies and digital strategy partners. - Optimized digital campaigns across social media, search and programmatic media. - Managed the Digital Marketing budget and defined internal processes. - Managed social customer service (SAC 2.0) via Facebook, Instagram and YouTube.

- Planned and executed the full on- and offline media process. - Defined digital strategies (Social Media, Online & Offline Media, SEO, website, landing pages, email, mobile, app). - Implemented and managed Google Ads and Bing Ads campaigns (Search, Display, Remarketing, YouTube, App). - Structured initial Inbound Marketing initiatives. - Defined KPIs and built performance reports for Marketing activities. - Managed media budgets and controlled planned vs. actual costs. - Defined and analyzed conversion funnels. - Analyzed user behavior via app (Facebook Developers). - Planned and ran app campaigns focused on downloads, installs and conversions. - Prepared briefings and coordinated with internal stakeholders and vendors. - Defined and implemented SEM and SEO strategies. - Coded basic HTML emails and managed email marketing sends (Salesforce). - Created customer relationship flows.

• Planning and execution of the entire digital media process (Social Media, Online and Offline Media, SEO, Website, Landing Page, Email) • Implementation and management of Google AdWords and Bing Ads; (Search, Display, Remarketing, YouTube, App) • Implementation and management of Google Analytics; • Preparation and management of performance reports for Marketing actions; • Definition and analysis of conversion funnels; • Preparation of briefs; • Creation of customer relationship workflows using Salesforce

- Developed online marketing strategies. - Created proactive sales strategies for different categories of local businesses. - Conducted competitive research and analysis. - Monitored sales results and KPIs. - Developed relationship and loyalty actions for subscribers. - Conducted business meetings and prospected new clients. - Designed plans to improve the sales funnel and conversion flow. - Developed post-sales strategies.

- Analyzed the sales and service flow, generating insights to improve processes and customer experience. - Developed post-sales and customer relationship strategies. - Managed post-sales routines such as quality control, satisfaction surveys, payment flow monitoring and invoice issuance. - Assigned services to the provider fleet and coordinated daily operations. - Managed relationships with service providers, focusing on partnerships and new service opportunities. - Analyzed and approved payments to providers. - Handled complaints analysis and resolution. - Provided customer service and support.

Módulo 01 – Ambiente de Negócios Digitais e Marketing 5.0 • Transformações e habilidades para liderança digital; • Digital Mindset e cultura de transformação digital; • Comportamento do consumidor e tendências; • Frameworks estratégicos para Marketing 5.0 e marketing digital. Módulo 02 – Novo Ecossistema de Comunicação • Transformações no ecossistema de comunicação e mídia; • New Media Landscape e modelos de negócios digitais; • Planejamento estratégico de comunicação e marketing digital. Módulo 03 – Estratégias de Marketing Digital e Growth • Métricas e ferramentas de performance; • Modelos de mídia digital e oportunidades no mercado B2B; • Growth, Data-Driven Marketing e tecnologias emergentes.

• empregar ferramentas e processos adequados à coleta e à análise de dados, de modo a definir métricas e avaliar resultados de forma estratégica; • projetar cenários atuais e futuros para os negócios a partir de análises preditivas, identificação de probabilidades e interpretação de dados; • avaliar a performance de ações de comunicação e de canais digitais e off-line; • adotar estratégias de marketing e tomar decisões de negócio ancorando-se na análise de dados; • personalizar e construir projetos de segmentação e recomendação por meio do uso de dados e de sistemas; • utilizar recursos tecnológicos adequados à realização de ações de marketing.