Lucas Ribeiro

Managing paid media budgets exceeding R$100,000 per month, focused on lead generation for major automotive brands, including retail, vehicle subscription, consortium, and after-sales operations. Planning, monitoring, and optimizing campaigns across platforms such as Meta Ads and LinkedIn Ads, working directly with performance analysis and continuous KPI improvements related to lead generation and commercial results. Developing and executing A/B testing strategies for creative assets, comparing image and video formats for the same offer to identify the highest-performing combinations and maximize campaign efficiency. Leveraging CRM databases to create remarketing audiences and Lookalike audiences, contributing to improved Marketing Qualified Lead (MQL) quality and greater efficiency in customer acquisition efforts. Structured and implemented LinkedIn Ads campaigns for vehicle subscription projects targeting small and medium-sized businesses, participating in the initial development of the media operation for this business vertical. Strategic management of a high volume of creative assets due to the automotive sector’s dynamic nature, continuously analyzing campaign performance to suggest new image and video tests focused on increasing CTR, reducing CPL, and improving campaign efficiency. Leveraging Artificial Intelligence tools to support campaign analysis, identify performance patterns, and develop hypotheses for new creative and communication tests. Structured and executed campaigns for promotional events and commercial automotive actions, applying strategies inspired by digital launches to maximize reach, lead generation, and in-store traffic. Worked alongside offline media strategies, contributing with digital applications that complemented TV, radio, billboard, and other traditional media campaigns, strengthening the brands’ omnichannel presence.

Managed monthly paid media budgets exceeding BRL 50,000 across e-commerce businesses from various industries, utilizing platforms such as Meta Ads and Google Ads Maintained clear and strategic communication with clients, providing ongoing guidance and consulting to optimize the use of organic channels as a complementary driver of KPI improvement Analyzed and optimized sales funnels through advertising platforms and Google Analytics 4, identifying and removing purchase journey bottlenecks to improve key metrics such as conversion rate, average order value, and cost per session Conducted RFM (Recency, Frequency, and Monetary Value) analyses for a premium fashion brand, generating strategic insights that supported the CRM team in enhancing segmentation, retention initiatives, and customer relationship campaigns Developed Cohort analyses for a fast-fashion client, identifying the acquisition periods of the highest-value customers and correlating results with promotional strategies, seasonality, and best-selling products Key Projects: Alternative Fashion Brand: Conducted research and analysis of top-selling products, leveraging historical sales data and aligning creative strategies for Black Friday campaigns focused on best-performing products. Combined with other strategic initiatives, this resulted in BRL 269,121.40 in revenue, a ROAS of 10, and a 58% increase in media spend compared to the BRL 170,885.44 generated during the same period in the previous year Fast Fashion Brand: Diagnosed low conversion rates for a bundled product offer (3 dresses), identifying critical sales funnel issues and implementing optimizations that increased the conversion rate by 60% Premium Fashion Brand: Developed media strategies focused on driving qualified traffic, considering longer customer purchase journeys and more complex conversion funnels

Management of a budget exceeding R$50,000 per month for lead generation campaigns via Meta Ads, focusing on efficiency and maximizing results. Collaboration with Copywriting and Design teams: Responsible for analyzing creative performance, sourcing external references, and approving new creatives for campaigns. Creative Management: Played a key role in the approval and improvement process of creatives based on campaign performance, resulting in significant increases in engagement and conversions. Ad Structure Development and Crisis Management: Designed complex ad strategies and structures to address privacy restrictions on Meta Ads accounts, ensuring greater security and campaign continuity. Lead Generation Funnel Optimization: Designed and optimized sales funnels for acquiring qualified leads, utilizing Meta Ads as the primary acquisition channel. Designed and implemented tracking infrastructure through Google Tag Manager, including tags, pixels, and conversion events across landing pages, improving data accuracy, attribution reliability, and enabling more effective optimization and acquisition strategies.

Proactively identified and onboarded new clients, contributing to the expansion of the agency’s portfolio through effective communication and value-driven proposals. Developed and executed targeted digital marketing strategies to drive customer acquisition for Delivery and Automotive Esthetics businesses, achieving measurable growth in client performance. Analyzed campaign performance and prepared detailed reports to communicate results, insights, and recommendations to clients, ensuring transparency and alignment with business goals. Expertly configured and managed tracking tools, including Google Tag Manager, to optimize campaign effectiveness and ensure accurate data collection.

Development of detailed procedural analyses; Recording and statistical analysis of cases with similar causes; Preparation of reports and recommendations based on the collected data.

Development of detailed procedural analyses; Recording and statistical analysis of favorable and unfavorable decisions regarding the contested issues; Preparation of reports and recommendations based on the collected data.

Data Fundamentals for Marketing: Training to interpret and apply data in creating high-impact marketing strategies. Advanced Analytics Techniques: Learning advanced tools and methods for extracting strategic insights and optimizing campaigns.