Career

A decade building range in paid media.

I started inside Meta, moved through different agency structures, ran accounts directly for advertisers, and worked at scales from R$15K to R$4.5M in a single month.

Each stage added something the next one used.

The platformoperational depth and how the auction actually behaves
Agenciesscale, process, and the client's point of view
Own operationfull ownership of the result
Larger projectscomplexity and executive reporting
01
— Timeline

Where each stage happened.

2015–2017
Meta
Advertising Advisor
Entry into digital media from inside the platform itself, starting with small businesses and moving to larger accounts. Ranked first in my selection class, and recognized in the top 5 of 2015 in an operation with more than 150 analysts.
It built the base: diagnosis, advertiser relationships, and how the auction behaves underneath the interface.
2016–2017
Best Marketing Talent Brazil
Instructor, performance marketing
Created and ran a performance marketing course for small and mid-sized companies. Teaching sharpened a skill that still shows up in the work: turning technical material into a clear explanation.
2017–2019
Doc.Sync
Meta Ads strategy · Construtora Tenda and Âncora Consórcios
Where I entered large-scale lead generation and started working close to business decisions, CRM, sales and executive reporting. Spend went from R$100K to R$2M a month with cost per lead falling.
2019–2022
Mercatto · Adalov · Vice Virtue
Paid media across three agencies, remote
A period of widening range, with DTC ecommerce, fashion and brand campaigns. It was also where I learned to hold several structures at once without dropping any of them.
2021–2023
Own operation
Direct to advertiser
UVLine, Ruby Rose, Insecta Shoes, La Spezia, Primícia and others. Full ownership of the result, covering planning, setup, media, monitoring, analysis and client communication.
2021–2023
Execution · Cheil Brazil
Media coordination and supervision, large brands
Samsung Services and Eucerin widened my experience with agency structures, large advertisers, and operations where media had to connect to a larger brand and business strategy.
2023–2024
Pullse · Caoa Motors group
Digital media coordination
R$18.6M managed over six months, roughly USD 3.6M, with 55,231 leads at an average CPL of R$337. The largest operation of my career so far, through an agency transition.
2024–2026
Construtora Tenda · Converte+
Performance lead
A return to Tenda for a different problem: decentralizing part of acquisition to the sales professionals themselves. I built the methodology and led the technical side, training more than 500 people across six states.
It combined media, education, operational scale and performance monitoring, and became an official sales channel for the company.
2026→
Lucas Brazil
Paid media buyer
Working directly with advertisers and inside partner agency operations, while deepening the technical side: measurement, attribution, data and the tooling around them.
02
— Markets

Range built across different business models.

Accounts whose disclosure has not been cleared appear by segment only.

Real estate and housing

Construtora Tenda, BSN Imóveis and lead generation for government-subsidized housing.

Automotive

Caoa Motors group, across brands, models, used vehicles and consortium.

Fashion and apparel

UVLine, Primícia, Insecta Shoes, La Spezia, Unique Chic and B2B wholesale.

Beauty and dermocosmetics

Ruby Rose in color cosmetics and Eucerin in a digital repositioning.

Pharma

Hypera, on a sponsorship activation around the country's highest-rated show.

Technology and services

Samsung Services and digital service operations.

Financial services

Consortium sales and user acquisition for a cross-border banking product.

Culture and entertainment

Natura Musical, a brand's cultural sponsorship platform.

Home and sustainability

Home composting and a flowers and subscriptions ecommerce.

Education

The Converte+ program and my own performance marketing course.

B2B and industrial

Consultative sales and longer acquisition cycles.

Food service and local

Delivery operations and hyperlocal acquisition.

03
— What the years taught

Performance is not a standalone discipline.

A campaign can be technically correct and still fail to solve the business problem.

An ad can have an excellent click-through rate and generate no sales.

A cheap lead can be commercially worthless.

An ecommerce can have efficient media and lose the sale at checkout.

A channel can look expensive in isolation and be essential inside the journey.

That is why the way I work drifted away from the platform and toward the operation as a system.

04
— Strengths

What I do especially well.

01

Diagnosis and planning

I identify business goals, acquisition problems and possible routes before moving into execution.

02

Operation

Turning strategy into campaign architecture, structure, a routine of analysis and continuous optimization.

03

Problem solving

When something breaks, technically or in performance, I look for the cause instead of treating the symptom.

04

Analysis

Reading numbers, cross-referencing sources, and turning data into hypotheses and decisions.

05

Communication

Adapting the language to the technical level and the context of whoever is listening, from operator to board.

06

Technology

Exploring new tooling and building solutions that raise the efficiency of the operation itself.

05
— Contact

Currently open to international work.

I work from São Paulo at UTC-3, which overlaps the full US Eastern and Central business day. If you want to go deeper on any account or talk through a role, I am glad to.

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