LUCAS BRAZIL.
Performance Specialist

Executive
portfolio
for agencies.

Senior paid media capability embedded in your agency team, from the strategic plan to the monthly report.

lucasbrazil.com/en/agencies · 2026
Lucas Brazil, Performance Specialist
01
Executive summary

Senior paid media capability embedded in your team.

Performance specialist with more than 10 years running paid media for large accounts inside large agencies.

Marketing degree, with a track record of operations reaching $550K in monthly ad spend, on mid-size and large accounts across dozens of industries.

I know the agency environment from the inside: deadlines, approval flows, the relationship with the end client and the responsibility that comes with someone else's budget. I take the whole media operation and explain the results in the language of whoever is listening, from the technical team to the client's board.

Structure and analytical capability are the base of the work. Every account gets its own dashboard, designed around the metric that decides that project.

10+
years running media
$8M+
in ad spend managed
$550K
per month on a single account
5
partner agencies
Lucas Brazil · Performance Specialist02
02
The context

The account grows faster than the media structure.

Every agency reaches the point where a client asks for performance at a depth the current team does not cover. Building a senior structure in-house is expensive, slow, and rarely justified for a single account.

I come in with that seniority ready to run, embedded in your operation at whatever depth the project calls for. The agency gains capacity, predictability and confidence in performance without hiring a team.

Lucas Brazil · Performance Specialist03
Partnership model

A clear split from day one.

What I take on
  • Media plan and acquisition strategy
  • Tracking infrastructure and integrations
  • Campaign operation and optimization
  • Custom dashboard and reporting
What stays with the agency
  • The end client relationship
  • Brand strategy and creative
  • The commercial contract
  • Account direction
White labelThe agency brand stays in front through the whole client relationship. I appear only if you decide it makes sense.
OnboardingA live account starts with a diagnosis, before any change to the operation.
FormatMonthly retainer or one-off project, depending on what the job calls for.
Lucas Brazil · Performance Specialist04
03
Cases · the largest operation

CAOA Group

Media coordination across the entire group: Chery, D21 Motors, Hyundai, Ford, Consortium and Certified Pre-Owned.

Through agency Pullse
$3.4Mmanaged over 6 months
Leads in the period55,231
Average cost per lead$61
Qualified leads in the first 60 days12,000+
Lucas Brazil · Performance Specialist05
Cases · the longest operation

Construtora Tenda

Spend scaled with cost per lead falling over the same period, and expansion into six states.

Direct client
$18K → $360Kmonthly ad spend
States covered6
Professionals trained in the Converte+ program500+
Role on the projectTechnical lead
Lucas Brazil · Performance Specialist06
Cases · operating inside an agency

Accounts run with the agency brand in front.

Each of these operations ran inside a partner agency structure, with the end client keeping the relationship with that agency.

Entertainment

Natura Musical

270M+

Impressions on a brand campaign, with $130K invested over the year.

Through Virtue
Services

Samsung Services

+22%

Campaign ROI improvement, optimized on real user behavior.

Through Execution
Dermocosmetics

Eucerin

+18%

Growth in digital market share, driven by an omnichannel strategy.

Through Cheil Brazil
Pharma

Hypera

Prime time

Media operation during Big Brother Brazil, the country's highest-rated TV show.

Through Convert
Lucas Brazil · Performance Specialist07
04
Cases · direct accounts

Where I answered for the result on my own.

Operations hired straight by the advertiser, with no agency in between. This is where return on investment shows most clearly.

AccountIndustryPeriodResultMetric
UVLineApparel26 months $75K invested, $1.4M in revenue 19x ROAS
Ruby RoseBeauty2 years $7K per month, the sharpest before-and-after contrast in the portfolio 15x+ ROI
Insecta ShoesFootwear2 years $2.7K per month, with efficiency gains through the contract +25% ROI
BSN ImóveisReal estateRunning Leads outside the service area cut out of delivery -15% CPL
Lucas Brazil · Performance Specialist08
Full performance scope

What is always included.

01

Strategic planning

Business diagnosis, benchmark, media plan, full-funnel design, timeline, seasonality and contingency plan.

02

Measurement and tracking

Pixel, Tag Manager, Analytics 4, conversion events, Conversions API and offline conversions. Data collection verified before the first dollar is spent.

03

Integrations

CRMs such as HubSpot, Pipedrive and RD Station, with the algorithm learning from the lead that moves down the funnel.

Highlight
04

App campaigns

Setup and operation of install and in-app event campaigns, with an MMP connected (AppsFlyer, Adjust), event mapping and retention analysis.

05

Campaign operation

Campaign and audience architecture, technical setup and publishing, integrated with the in-house team when there is one.

06

Continuous optimization

Daily reading of performance, bottlenecks and opportunities, with data-guided adjustments at a cadence adapted to the project.

07

Custom dashboard

A dedicated panel per account, designed around the metric that decides that project. Shared view across agency and client.

08

Reporting and presentation

A report that explains what happened, why it happened and what changes next cycle. Presented live whenever the agency wants it.

09

Communication and transparency

Numbers open at all times, including when the result is bad or when the problem sits with the platform.

Lucas Brazil · Performance Specialist09
05
Additional scope on demand

Workstreams that come in when the project asks.

01

Landing pages

Building and optimizing the page that receives the traffic, with post-click conversion testing.

02

Automations

Response flows, lead routing and routines that take manual work out of the operation.

03

AI agents

Assistants connected to the account data for triage, lead qualification and reporting.

04

Training

Training the agency team on paid media, measurement and reading data. More than 500 professionals trained.

Out of scope Creative production and scripting stay with the agency, under any contract format. I align the performance direction with whoever produces.
Lucas Brazil · Performance Specialist10
How I operate

The whole operation wired through API and MCP.

I run Claude Code connected to the media stack. The platforms answer directly inside the analysis environment, with live reads and writes authorized case by case.

Account audits, optimization cycles, benchmarks and reports all come from live data, with no manual exports and no spreadsheet in between.

The gain shows up on two fronts: speed of analysis and consistency of method from one account to the next.

Claude CodeAPI · MCP
Meta Ads
Google Ads
Analytics 4
Search Console
Tag Manager
CRM
Lucas Brazil · Performance Specialist11
Deliverables · 01 of 04

Media plan.

  • Cycle objective with a numeric target
  • Full funnel with a measured rate per stage
  • Channel mix and budget by role in the funnel
  • Flight calendar by phase of the operation
  • Test plan with decision criteria
  • Projection in three scenarios, assumptions open

Illustrative image of the delivery format, with sample data.

Media plan · quarter
Sample media plan with objective, funnel, channel mix, flight calendar and projection
Lucas Brazil · Performance Specialist12
Deliverables · 02 of 04

Competitive benchmark.

  • Market landscape with reference costs
  • Account compared against the category benchmark
  • Competitor positioning map
  • Open territories and saturated territories
  • Recommendations prioritized by impact

Illustrative image of the delivery format, with sample data.

Competitive benchmark
Sample competitive benchmark with metric comparison and positioning map
Lucas Brazil · Performance Specialist13
Deliverables · 03 of 04

Custom dashboard.

  • A dedicated panel per account, no stock template
  • The deciding metric at the top of the screen
  • Automatic comparison against the previous period
  • Breakdown by campaign and by platform
  • Access shared across agency and client

Illustrative image of the delivery format, with sample data.

Operation dashboard · live
Sample dashboard with revenue, ROAS, spend and campaign breakdown
Lucas Brazil · Performance Specialist14
Deliverables · 04 of 04

Competitor creative panel.

  • Active ads per competitor, refreshed each cycle
  • Time on air as the signal of a piece that performs
  • Format, offer and messaging angle per asset
  • The read on what that changes in the account plan

Illustrative image of the delivery format, with sample data.

Creative panel · weekly
Sample competitor creative panel with active ads and time on air
Lucas Brazil · Performance Specialist15
Contact

Let's talk about the account.

If your agency has a client that needs performance run with method, the next step is a conversation.

LUCAS
BRAZIL.
Site lucasbrazil.com/en/agencies
Deliverables lucasbrazil.com/en/deliverables
Book a call calendar.app.google
Email lucaspaesbrazil@gmail.com
LinkedIn /in/lucasbrazilmkt
Performance Specialist · lucasbrazil.com/en · Português16
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