— Work samples

Six operations, one method.

Each business type asks for a different read. A fashion ecommerce measures ROAS; a homebuilder measures showroom visits; an investment app only counts once the first deposit lands. Below are six complete operations, from the media plan to the live dashboard, each in the format that business actually requires.

About the numbers on these pages. To protect real client confidentiality, every sample uses a fictional company, with budget, costs, rates and forecasts built for demonstration. The format, the calculation method and the decision structure are the same ones I use on a live account. Figures are in Brazilian reais.

— The six

Six business types, six full operations.

Each sample carries the business context, the media plan with funnel and forecast, the creative brief the design team receives, and the dashboard of a delivery already in flight.

DTC · Womenswear Vintra R$240K over 90 days to grow ecommerce in a new region without leaning on the traffic twelve physical stores already generate. 5.5x ROAS 6,970 orders R$34 CAC Open the operation → DTC · UPF swimwear Solaz R$180K over 120 days to build audience before summer drives the auction up, with four audiences and four distinct arguments. 6.2x ROAS 4,440 orders 4 audiences Open the operation → Lead gen · Automotive Verano Motors R$1.4M a month with four brands competing for the same budget, and a lead only counting once it becomes a booked appointment at the right store. 9,200 leads R$152 CPL R$4,651 per sale Open the operation → Lead gen · Homebuilder Construtora Raiz R$620K a month across six regions, where the optimistic scenario produces fewer leads and more sales than the base case. 12,400 leads R$50 CPL R$3,605 per sale Open the operation → App installs · Fintech Aurelo R$180K over 90 days measured to the first deposit, where a R$60 gap in cost per customer sits inside the product rather than the media. 1,737 deposits R$104 each R$11.92 CPI Open the operation → Brand · Cosmetics Pigmenta R$900K across an eight-week brand flight, with branded search and ecommerce revenue measured alongside the reach that was actually contracted. 22M reached R$12 CPM +22% revenue Open the operation →

What repeats across the six. The indicator changes, the funnel changes, the creative argument changes. The structure does not: understand the business, build the measurement, forecast with the assumptions in the open, brief the creative from the data, and close with a reading that ends in a decision.

— How they are built

Every number traces back to an assumption you can check.

What separates a media plan from a nice-looking spreadsheet is whether each figure can be traced to the premise that produced it. The four principles below hold across all six.

An assumption per campaign

Each campaign enters with its own CPM and unit cost. Result volume comes from that campaign's budget, not from an average spread across the whole plan.

A funnel rate per stage

Audiences closer to the bottom convert better. The rate from one stage to the next changes between prospecting, consideration and conversion, instead of one blended rate.

One source, several documents

Whoever decides gets the short read. Whoever executes gets the plan. Whoever produces gets the creative brief. All of them come from the same model, so they keep agreeing.

An explicit expiry date

A forecast is a hypothesis. The first 14 days of delivery replace every market estimate with the account's own data, and the plan is recalculated before the scaling phase.

— Contact

Happy to walk through any of them.

Campaign structure, the measurement logic, how the creative was read, and the decisions taken at each point.

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