Publication
Lead With Evidence: Why Data Is the Key to Your Growth Marketing Strategy
https://www.toptal.com/marketing/growth/marketing-growth-strategy
Camila is currently unavailable
Camila Pereira
Verified Expert in Marketing
Marketing Expert
Madrid, Spain
Toptal member since September 7, 2023
Expertise
Local SEOMarketing StrategySocial Media MarketingSEOSocial Media ManagementPPC AdvertisingGoogle AdsFacebook AdsDisplay AdvertisingPerformance MarketingYouTube AdsB2C MarketingCROOmnichannel MarketingFractional CMOTikTok AdsMedia BuyingGoogle ShoppingApple Search AdsMarketing TransformationAI MarketingAdvertising ManagementShopify SEOSales Funnel StrategyB2B Marketing Strategy
Bio
Camila is a seasoned professional with 13+ years of experience in marketing and analytics. She has worked for agencies like Omnicom Media Group and companies like Just Eat, managing budgets of over £7 million globally. With a master's degree in advertising and multiple certifications, Camila excels in agency transitions and establishing in-house teams. She is an innovative thinker who thrives on pushing boundaries, leveraging analytics and digital strategies to drive outstanding performance.
Project Highlights
Best Landing Page of 2018 Nominated by Unbounce
Reduced CPA from £60 to £30 by leading the design and data analysis of CRO strategies across paid media, especially PPC and paid social ads.
Expertise
- Analysis
- Facebook Marketing
- Marketing Attribution
- Marketing Budgeting
- Marketing Leadership
- Marketing Reports
- Pay-per-Click (PPC)
- Performance Marketing
Work Experience
Senior Marketing and Analytics Strategist | Fractional CMO
2016 - PRESENT
Toptal
- Directed the global marketing strategy focusing on growth marketing, digital transformation, and brand positioning, increasing branded search terms by 590% and conversion rates by 21%.
- Partnered with C-level executives to develop GTM strategies, resulting in a 21% increase in conversion rate.
- Achieved 3x growth in brand awareness through organic and paid LinkedIn, CRM, and website campaigns.
- Led AI-powered marketing strategies, increasing branded search traffic by 590% and improving conversion rates by 21%.
- Created an investor presentation and investigated the use of analytics and market research.
Head of Marketing and Data Analytics
2019 - 2023
KNN Digital Media
- Automated reporting using Supermetrics API, SQL for big data assessment, GTM tracking for GA/GA4 and Google AdSense setups, funnel analysis, and GDPR-compliant segmentation for custom audiences.
- Directed a team of 15 digital marketers dedicated to PPC, paid social, affiliates, CRM, and display advertising. Spearheaded analytics, product marketing, and customer service, increasing profits by 140% YoY in the health and technology sector.
- Headed branding, content calendar, Shopify SEO, Etsy, integration and management, competitor research, funnel analysis, and CRO site optimization for an eCommerce product. Led its entire lifecycle, including roadmaps, rationalization, and launches.
- Executed brand identity and business planning, handling P&Ls, pricing, share of voice, reviews, promotions, growth expansion, market research, and web research.
- Administered sales growth across digital marketing by conducting yearly and monthly channel forecasting to strategize, test, and expand digital marketing efforts.
Head of Performance Marketing
2018 - 2019
Blow Ltd
- Led omnichannel digital marketing and sales strategies across PPC (Google Shopping), SEO, display (VOD TV ads, rich media, mobile advertising), affiliates, paid social, influencers, analytics, and CRM, working with senior stakeholders and agencies.
- Achieved online sales growth by 58% and app downloads by 292% while reducing CPA by 42%.
- Connected SQL and Excel 365 Power Pivot to link to the database and generate comprehensive reports alongside marketing data.
- Designed creative and landing page testing and set up marketing attribution, gathering data insights with Unbounce, Hotjar, Adjust, Firebase, and Google Analytics.
- Oversaw daily tracking of targets and forecasts, P&L analysis, monthly budgeting and forecasting, and weekly reporting.
- Promoted the iOS app in Apple Search Ads and YouTube Ads, using top PPC keywords to lower cost per install (CPI) and analyze if the installs resulted in app opens and bookings or product purchases. Featured the app in a Spotify Ads audio commercial.
- Created after in-person event feedback using SurveyMonkey and analyzed how customers perceived our brand. Engaged in crafting the questions, design, and branding, including sending the survey via email marketing.
Senior Consultant for Digital Marketing and Analytics
2016 - 2018
CACI
- Handled 360 digital marketing strategy (PPC, SEO, ASO, email, SMS, push, CRM, app marketing, programmatic display, affiliates, paid social) and digital analytics consultancy (GA4, Omniture, reporting dashboard, analytics setups, Google Tag Manager).
- Headed a project for the Irish National Lottery. Delivered best practices to enhance PPC performance, improving the conversion rate from 7.38% to 7.75%, and offered CRO optimization recommendations and support, increasing revenue by €3 million.
- Coordinated with Sky Bet in migrating to the Google Marketing Platform for programmatic display and facilitated platform-specific training workshops.
- Created 3rd-party audiences to target prospects on Meta Ads. Reduced CPA by 77% and accomplished a 4-fold growth in sales.
- Pioneered the affiliates program for The Wall Street Journal EMEA. It involved researching, negotiating CPA deals, analyzing and testing creatives and landing pages, and communicating with stakeholders.
- Boosted the App Store and web rankings through SEO and ASO, adding meta tags and descriptions, optimizing page content, and improving the URL structure.
- Managed The Times & The Sun Email, push notifications, and SMS marketing by testing optimal timing, customer lifecycles, and incorporating tests, resulting 7% reduction in churn rates and £37k profit contribution.
- Promoted the iOS app using top PPC keywords on Apple Search Ads—aiming to reduce CPI and analyze if the installs resulted in app opens and bookings or product purchases.
- Analyzed channel interactions, devices, behaviors, and more, using Adobe Analytics to track and analyze activity.
- Trained staff members on basic marketing techniques and advanced data analysis.
Digital Marketing Manager
2014 - 2016
ETX Capital
- Decreased 1st deposit CPAs from £4,000 to £1,500 across various ad networks and paid media, including PPC, paid social, and display strategies. Oversaw overall digital strategy, including email CRM, organic social, and other communications.
- Expanded business cost-effectively from 3 to 19 countries in 6+ languages. Used the Baidu, WeChat, and Seznam marketing platforms to excel in other territories.
- Orchestrated the transition from agency management to building an in-house team of three people and indirectly managed six professionals.
- Implemented custom marketing attribution modeling and ROI analysis by integrating data from Salesforce CRM and Google Marketing Platform (DoubleClick).
- Aided the rebranding by running £1+ million campaigns—including outdoor advertising in public transport, newspapers, and radios. Analyzed attribution and spikes in analytics, supporting digital media by evaluating the impact of these channels.
Digital Acquisitions Manager for the UK and Spain
2012 - 2014
Just Eat
- Executed and reduced CPA for the Spanish market from €9 in September 2012 to €3.50 in November 2012 across paid media, primarily PPC, programmatic display, and paid social.
- Advertised the Just Eat app to number one in the iOS and Android stores, leveraging a multi-channel paid approach and PPC, programmatic advertising, partnerships, paid social, and ASO, and working closely with the offline marketing team.
- Leveraged account planning and strategic PPC campaign management to develop and expand the non-brand account, resulting in a 125% uplift in non-brand orders year-over-year (YoY).
- Managed €7+ million paid media budget online. In addition, to support rebranding.
- Became the winner of the Digital Marketer of the Year 2013 award for Just Eat for implementing and executing the paid media strategy, exceeding sales, and reducing CPA.
Search Marketing Associate
2011 - 2011
Omnicom Group
- Managed and established weekly PPC and SEO reporting for brands such as Renault, Virgin Media, Virgin Games, Sony Pictures, and HMV.
- Spearheaded Sony Pictures brand campaigns using PPC strategies and YouTube platforms to promote trailers of new movie premiers and raise brand awareness.
- Conducted SEO research and launched top-ranking pages for Eurostar and Eurotunnel to increase website traffic.
- Utilized Adobe Analytics tools as a part of this engagement.
Project History
Best Landing Page of 2018 Nominated by Unbounce
https://unbounce.com/landing-page-examples/best-landing-page-examples/Reduced CPA from £60 to £30 by leading the design and data analysis of CRO strategies across paid media, especially PPC and paid social ads.
Blow LTD, the UK’s Uber-for-beauty brand, creatively solves a genuine problem by providing affordable and professional at-home beauty services conveniently accessible through their app and website.
Paid media was one of the avenues to increase app downloads and sales. Landing pages were an essential factor in rising conversion rates. After weeks and months of testing content, imagery, CTAs, promo codes, and reviews, I found a winning formula. Smartly, the campaign strategy emphasizes landing pages, exemplified by the clever promotion of in-home eyelash extensions showcased here.
Marketing Agency to In-house Management
Established an in-house marketing team to quickly respond to marketing financial news campaigns, achieving a 63% decrease in CPA and international expansion from 3 to 19 countries.
The project began with a comparative assessment of the costs of managing two agencies versus building an in-house team, plus negotiating the Google Marketing suite (DoubleClick) license, which was managed with the agency.
Leveraging data from Google Marketing (DoubleClick), I calculated media costs and people resources expenses and integrated the DoubleClick suite with Salesforce CRM to gather ROI for keyword-level and customer data. I later hired and trained two junior professionals and a senior executive to oversee campaigns and retain expertise internally.
Key insights included identifying the most effective audiences, targeting strategies, and creative elements for optimal performance. These insights can also be applied to broader business strategies.
ECCO Shoes Paid Media Audience Optimization
https://www.youtube.com/watch?v=vmRW6fTqX0QDrove a four-fold increase in purchases and a 77% decrease in CPA using Meta Ads audiences to target prospects.
At CACI Ltd, I used ECCO Shoes CRM data to perform customer profiling. It comprised several key data partners, which have been able to append its core data products, including Acorn, to over 300 million UK cookies and 30 million grid squares. This profiling data was used to select Facebook partners’ audiences and target prospecting users.
I worked closely with ECCO Shoes to optimize Facebook ad copy, creative images, and CTAs. Combining audiences with other targeting methods, such as interests, resulted in a 24% performance improvement.
Valuable client insights were gained regarding the most effective audiences, targeting strategies, and creative image and copy. These learnings can be applied to enhance other aspects of the business.
Experience
Education
2009 - 2010
Master's Degree in Advertising and Marketing
ESERP | Business & Law School - Barcelona, Spain
2004 - 2007
Bachelor's Degree (Honors) in Business Management with Psychology
University of Surrey - Surrey, United Kingdom
Certifications
NOVEMBER 2023 - PRESENT
Intro to AI Strategy
Codecademy
JULY 2023 - PRESENT
Intro to ChatGPT
Codecademy
MARCH 2023 - PRESENT
Productivity Tips: Taking Control of Email
MARCH 2023 - PRESENT
Coaching Virtually Online Class
FEBRUARY 2023 - PRESENT
Public Speaking: Find Your Confidence
FEBRUARY 2023 - PRESENT
Marketing Strategy: Competitive Intelligence
FEBRUARY 2023 - PRESENT
Advanced Branding
SEPTEMBER 2014 - PRESENT
SiteFinity 7x Developer Training Certificate
KRS | Agile Software Development
JULY 2014 - PRESENT
Search Certification
JULY 2014 - PRESENT
Rich Media Certification
JULY 2014 - PRESENT
Marketing Campaign Manager Certification
JULY 2014 - PRESENT
DoubleClick Bid Manager Certification
NOVEMBER 2013 - PRESENT
Digital Analytics Fundamentals
MARCH 2013 - PRESENT
Bing Ads Accredited Professional
Microsoft
FEBRUARY 2013 - PRESENT
Search Advertising Advanced Certification
Skills
Core
Marketing, Advertising Campaigns, Pay-per-Click (PPC), Google Ads, Facebook Ads, Display Advertising, Paid Advertising, Mobile Marketing, Mobile Advertising, Brand Marketing, Email Marketing, Performance Marketing, Affiliate Marketing, Facebook Marketing, Facebook Video Ads, TikTok Ads, YouTube Ads, Marketing Leadership, Marketing Budgeting, Google Tag Manager, B2C Marketing, Marketing Strategy, Conversion Rate Optimization (CRO), Google Paid Ads, Digital Marketing, Brand Strategy, Go-to-market (GTM) Strategy, Omnichannel Marketing, Digital Marketing Strategy, Social Media Strategy, Social Media Marketing (SMM), Social Media Content, Search Engine Marketing (SEM), Product Marketing, Product Positioning, Customer Segmentation, On-page SEO, Email Campaigns, Cold Emailing, Video Ads, Content Strategy, Funnel Optimization, Funnel Marketing, Marketing Campaigns, Marketing Technology (MarTech), Social Media, Funnel Analysis, Media Buying, Market Research & Analysis, Marketing Analytics, Marketing Automation, Growth Hacking, Account-based Marketing (ABM), Content Marketing Strategy, Lead Generation, Local SEO, Social Media Advertising, Strategic Marketing, Content Creation, Pinterest, Ad Campaigns, LinkedIn Marketing, Content, Organic Social Media, LinkedIn Ads, Google Advertising, SEO Marketing, Campaign Strategy, A/B Testing, Digital Advertising, Audience Targeting, Marketing Operations, Social Media Management, Landing Pages, Branding, App Store Optimization (ASO), ASO, Pinterest Marketing, Inbound Marketing, Content Marketing, Search Engine Optimization (SEO), Email Marketing Automation, Influencer Marketing, Chief Marketing Officer (CMO), Sales, Google SEO, SEO Tools, Apple Search Ads, Google AdMob, SMS Marketing, Social Media Optimization, AI Marketing, TV Advertising, Account Planning, Competitive Intelligence, Financial Marketing, eBay Listings, Mobile Strategy, Return on Ad Spend (ROAS)
Platforms & Tools
Facebook Ads Manager, Salesforce Marketing Cloud, Bing Ads, Google Analytics, Google Ad Manager, Instagram Ads, Meta Platform, Amazon SEO, HubSpot, Acquisition Channels, Taboola, Mailchimp, ActiveCampaign, Content Management Systems (CMS), Amazon Marketing Services (AMS), Klaviyo, Marketo, Mixpanel, HubSpot Marketing Hub, CRM Systems, Amazon Advertising
Business Models
B2B, Business to Business (B2B), Business to Consumer (B2C), B2C, Software as a Service (SaaS), SaaS Product Marketing, SaaS
Other
Management, Strategy, Media, Programmatic Marketing, Display Ad Delivery, Google Display Network, Paid Media, Paid Search, Marketing Attribution, Analytics, Native Ads, Analysis, Data Reporting, Marketing Reports, Key Performance Indicators (KPIs), Facebook Pixel, Reporting, YouTube Marketing, Remote Team Leadership, Cross-functional Team Leadership, Team Leadership, Leadership, Thought Leadership, Web Analytics, Looker, Jira, Productivity, Competitive Strategy, Competitive Analysis, Advertising, Product Launch, Launch Strategy, Product Strategy, eCommerce, B2B Lead Generation, Marketing Plans, Go-to-market Optimization, Demand Generation, Google, Semrush, Brand Positioning, Competition Research, Data Analytics, Data Analysis, Go-to-market Plans, Team Development, Growth Marketing, Project Management, B2B Partnerships, Integrated Marketing, Integration, Affiliate Programs, Growth Strategy, Customer Acquisition, Channel Management, Product Growth, Scaling, Startups, Ad Optimization, SurveyMonkey, Affiliate Management, AI Social Media Content Creation, Marketing ROI Optimization, B2B Marketing, Market Research, Consumer Research, Consumer Insights, Research, Customer Research, Team Building, Microsoft Excel, Outreach, Startup Marketing, Meta Ads, Market Intelligence, Cold Outreach, Outbound Marketing, Brand Management, Business Modeling, Brand Awareness, Campaign Design, Growth, PPC Campaign Management, Restaurants & Dining, Zapier, Attribution Accuracy, Apps, Mobile Apps, Research Methods, User Interviews, Focus Groups, Fractional CMO, eCommerce Marketing, Facebook, Instagram, Loyalty Marketing, User Journeys, Loyalty Programs, Customer Relationship Management (CRM), Interim CMO, Strategic Planning, Strategic Initiatives, Strategic Planning & Execution, Leadership Development, Career Coaching, Mentorship & Coaching, Team Management, User Behavior, Campaign Optimization, Website Optimization, Customer Acquisition Cost (CAC), Lead Marketing, Fundraising, Nonprofits, eCommerce Growth, Business Analysis, Paid Acquisition, Go-to-market Execution, Media Planning, Campaign Planning, Creative Testing, Statistics, Financial Management, Corporate, Web Content, Salesforce, Tracking, Google Shopping Ads, Data, ChatGPT, Agile Project Management, Education, Market Entry, Product Roadmaps, Content Writing, Franchises, Marketplaces, Amazon, Email Delivery, Market Segmentation, Sales Funnel, Tableau, Microsoft Power BI, Data Strategy, Business Development, Drip Email, Brand Identity, Lifecycle Marketing, Direct to Consumer (D2C), Luxury Industry, Buyer Personas, Hospitality, Webflow, VWO, Customer Retention, HubSpot CRM, Business Law, Employment Law, Economics, Psychology, Graphic Design, Seos, Sales & CRM Platforms, Data Privacy, Shopify, Chatbots, Coaching, Email, Public Speaking, Cars, Consumer Services, Travel, Sales Strategy, Customer Experience, Healthcare, Artificial Intelligence (AI), Shopify SEO, Google AdSense, Ad Networks, Personal Branding, Outdoor Advertising, Programmatic Advertising, Spotify Ads, Demand Planning, Etsy, Adobe Analytics, Web Research, Customer Service, Sales Presentations, Bid Management, Media Sales, Shopify Marketing, MarTech Solutions, Attribution Modeling, Advertising Copy, SEO with AI, Media Training, Social Selling, Yahoo Ads, AI-based Content SEO, SEO Consultant, Slogan Writing, CX Strategy, Transportation & Logistics, Data Science, Cybersecurity
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