Fernando Silvestri

Direct performance marketing strategy and execution across a portfolio of 20 active accounts spanning luxury retail, e-commerce, medspa, fashion, industrial, services, and digital products. Manage $200K+/month in combined paid media budgets across Google Ads, Meta Ads, LinkedIn, and programmatic channels, generating $700K+/month in attributed revenue. Generated exceptional ROI across diverse verticals: • Medspas achieved 3.09x annual ROAS ($770K spend → $2.383M revenue), with January 2026 reaching 3.97x ROAS generating 4.4x revenue increase with only 34% more ad spend. • Infoproduct launch delivered 2,810% ROI (R$34K spend → R$989.6K revenue over 10 months). • Gold jewelry store generated 1,321% ROI (R$100K spend → R$1.421M revenue in 6 months) with conversion rate improvement from 0.47% to 0.55%. • Fashion e-commerce increased attributed ad revenue 84% (R$9,473 → R$17,430/month). Reduced average customer acquisition cost (CAC) by 20% year-over-year (2024 vs. 2025) across all accounts through systematic A/B testing, audience refinement, and bid optimization strategies while maintaining or improving lead quality and customer lifetime value (LTV). Designed and tested conversion-optimized landing pages leveraging CRO best practices. Created real-time measurement dashboards connecting campaign performance directly to client business outcomes, enabling data-driven budget reallocation and strategic optimization decisions. Lead 3 full-time performance marketing specialists while managing 10+ concurrent client engagements spanning two distinct operations. Demonstrated ability to scale team and operations through repeatable processes, clear SOPs, and mentorship structures. Maintained 95%+ client retention while focusing on business outcomes (revenue, profit, unit economics) rather than vanity metrics, enabling sustainable growth and scalable operations across all account types.

• Managed Google Ads campaigns with $350K–$500K monthly ad spend, sustaining consistent month-over-month efficiency gains and reducing cost per unit sold while maintaining account growth • Implemented GA4 event tracking infrastructure across 15 properties, improving conversion tracking accuracy and enabling real-time optimization capabilities for data-driven decision-making • Prepared detailed stakeholder reports with actionable insights and strategic recommendations that informed quarterly campaign planning and budget reallocations • Led conversion rate optimization program using GA4 + Clarity user behavior analysis, identifying and executing UX improvements that lifted on-site conversion • Built standardized PPC performance review process adopted across agency, enabling faster identification of underperforming campaigns and performance gaps

• Led multi-channel paid media campaigns across diverse verticals (telecommunications, swimwear, fitness, wine retail, health insurance, interior design), consistently exceeding KPI benchmarks through data-driven optimization • Conducted competitive analysis and industry trend research for 10+ clients, uncovering market positioning opportunities and informing campaign strategy and creative messaging • Resolved attribution challenges using GA4, Ad Manager APIs, and third-party tools, improving visibility into cross-channel contribution and enabling smarter budget reallocation decisions • Implemented A/B testing frameworks for ad copy, creative variations, and landing page elements, driving consistent conversion rate improvements through systematic experimentation • Developed conversion-optimized landing pages integrating advanced tracking via Google Tag Manager and Microsoft Clarity to capture user interactions and inform UX improvements

• Led an integrated Google Ads, Meta Ads, and programmatic strategy for a health, wellness & beauty brand, managing €150K–€250K in monthly ad spend and driving €1.0M–€1.3M in monthly revenue. • Implemented sophisticated multi-touch attribution modeling using data-driven algorithms, successfully tracking cross-channel marketing impact on revenue outcomes • Developed comprehensive KPI monitoring systems with real-time optimization capabilities, identifying performance gaps and implementing adjustments that improved campaign efficiency and reduced customer acquisition costs • Executed advanced retargeting strategies via RTBHouse and programmatic advertising, leveraging behavioral data and audience segmentation to optimize ROAS and reduce customer acquisition costs

• Planned and executed comprehensive Google Ads and Meta Ads campaigns for 10 diverse clients, managing €32K in monthly budget with focus on cost-efficient scaling • Designed and A/B tested conversion-optimized landing pages using Landingi platform, documenting best practices for team implementation • Implemented comprehensive tracking infrastructure via Google Tag Manager, establishing accurate cross-platform attribution modeling that enabled data-driven optimization decisions • Delivered detailed monthly performance reports with actionable insights, connecting campaign metrics to business outcomes and guiding client budget allocation decisions

Managed €100K monthly paid media budget (R$600K) for 15 clients across e-commerce, B2B, and retail verticals, implementing systematic optimization processes that improved overall portfolio ROAS by 31% YoY. Built reporting dashboards (Looker Studio) connecting campaign performance to business outcomes (revenue, CAC, CLTV), enabling data-driven budget allocation decisions across client base. Developed A/B testing framework for ad copy, creative, and landing pages; documented best practices and results, enabling team-wide adoption and consistent performance improvements. Established conversion tracking protocols between Google Ads and GA4 across all accounts reducing measurement gaps that previously masked true channel performance. Clients: GTSM1, Eletromalu, Selaria Pinheiro, Disfoil, Casa das Capotas, Casa da Arte, ABC Garden, Marpax, Loja Comac, General Car, Del Parts, Cofermeta, Selaria Vertentes, Artesana and Walls General Store.

• Launched B2B + B2C e-commerce platforms integrating customer data from 7+ physical stores across South & Southeast Brazil, enabling partner referral program with transparent cashback tracking • Owned paid campaign strategy across Google Ads and Meta Ads, driving customer acquisition for both B2B parts portal and B2C air conditioner direct-sales channels • Managed online sales processes end-to-end (site performance, customer experience, order fulfillment) and created content for social channels (Instagram), building awareness for new platform

• Managed Google Ads & Meta Ads campaigns for 30+ diverse local clients (retail, services, B2B), generating consistent leads and revenue growth • Implemented systematic A/B testing protocol for ad creative and copy across client base, improving average CTR by 38% and establishing best practices for creative optimization • Conducted comprehensive conversion tracking audits, identifying attribution gaps and resolving tracking misconfiguration; improved campaign performance visibility and decision-making accuracy • Established data-driven optimization workflows that became agency standards, reducing analysis time and accelerating campaign improvement cycles

• Developed & managed 35 Google Ads campaigns across multiple industries (e-commerce, services, B2B), consistently achieving client KPI targets through systematic optimization • Built comprehensive GA4 tracking & reporting systems, providing clients with monthly insights on campaign performance, customer behavior, and revenue attribution • Established campaign monitoring protocols & optimization workflows that became agency best practices, enabling consistent performance improvements and reducing manual analysis overhead