Douglas Spessatto
Verified Expert in Marketing
Marketing Expert
Madrid, Spain
Toptal member since November 3, 2022
Douglas is a data-driven marketer strongly focused on sales results. With 10+ years of experience working with Google and other social ad platforms, he is a retail eCommerce and B2B SaaS specialist with extensive knowledge of media planning, buying, and day-to-day management. Douglas is keen on selecting the right KPIs for each campaign or marketing objective and building easy-to-understand dashboards and reports. He is also fluent in English, Spanish, and Portuguese.
Project Highlights
Expertise
- Facebook Ads
- Google Ads
- Meta Ads
- Paid Search
- Performance Marketing
- Search Engine Marketing (SEM)
- Social Media Marketing (SMM)
- TikTok Ads
Work Experience
Global Paid Ads Manager
italki
- Orchestrated global ad campaigns on Google, YouTube, Meta, TikTok, Bing, Reddit, and Apple Search Ads, driving an average 29% growth and 15% CAC reduction in 2023.
- Led market initiatives in the English-speaking world (USA, Canada, UK, etc.), LATAM, MENA, and the Far East, managing the budget, optimizing ROAS, conducting data analysis, and ensuring precise conversion tracking and KPI reporting.
- Directed creative, UGC campaigns, and influencer marketing to boost awareness.
Head of Performance Marketing and User Acquisition
LeadOwl
- Tripled first-time software installs in 2021/2022 using Google Ads, TikTok Ads, and Facebook Ads strategies.
- Complemented paid efforts with content marketing and social strategies, enhancing brand reach. Managed UGC content production and influencer campaigns throughout the US and Canadian markets.
- Led surveys to refine product features, boosting user satisfaction and market alignment. Worked on product enhancements through competition monitoring for pricing insights, new features, and M&A opportunities.
- Analyzed KPIs such as customer acquisition cost (CAC), churn rates, average revenue per user (ARPU), and loan-to-value (LTV), leading to strategic insights.
Content Manager
GrowthHackers
- Planned content marketing for 20+ clients over four years. Built brand personas and content strategy, defining the ideal channels for distribution, content formats, matters, topics, and keywords for search engine optimization (SEO) purposes.
- Managed a pool of 50+ freelancers working on content search engine optimization, publishing, and analytics.
- Produced periodic reports with KPIs such as traffic increases, lead generation, and conversion and return on investment (ROI) calculation.
Head of Digital Advertising
Arcana Marketing Digital
- Excelled in boosting sales for B2B SaaS and B2C retail through strategic digital marketing across search and social platforms.
- Handled lead generation, sales, and awareness campaigns within Twitter Ads, LinkedIn Ads, YouTube Ads, and Waze Ads.
- Allocated a monthly budget of over $100,000 through multiple channels, working for Samsung, Carrefour, Toyota, Pearson, and many other companies.
- Defined KPIs and produced daily live reports with Google Data Studio for moire than 15 clients.
- Skyrocketed an online beauty store’s revenue 11 times, from $6,000 to $230,000 in 1 year (see Bellacotton case).
- Helped Cafeoteca double its revenue using insights from the online store on most significant KPIs (see Cafeoteca case).
- Enhanced a Toyota dealer’s lead generation by 191% with a 29% cut in lead costs.
Professor of Digital Commerce | Media Strategy
ComSchool
- Taught classes on eCommerce management and media buying, focusing on business plan elaboration, digital marketing for fueling eCommerce sales, paid media management, and social network strategies.
- Worked with Google Analytics, Google Ads, and Facebook Ads panels, search engine marketing (SEM), SEO, influencer marketing, marketplace strategies, and affiliate programs.
- Configured conversion actions and set Google Tag Manager and Facebook Pixel goals.
Head of Growth and Digital Strategy
GiOlaser
- Drove company expansion from 6 to 20 stores in a year by mastering lead generation with digital marketing, including paid ads, social media, and SEO/mobile optimization.
- Devised an integrated communications strategy for B2C, significantly elevating store traffic and customer experience through targeted campaigns.
- Built strategic partnerships for co-branding actions and monitored campaign efficiency.
Head of Growth for Digital Channels | eCommerce
Uatt
- Skyrocketed digital channel revenue by 312% with strategic SEM, social media marketing (SMM), and a robust SEO plan for eCommerce and blogs.
- Forged comprehensive communication and campaign strategies across Google Ads, Meta Ads, influencer marketing, email marketing, digital PR, and content marketing, harnessing inbound lead generation to dramatically increase revenue.
- Commanded a 15+ person marketing team, synergizing with sales and product teams to design a multichannel promotional calendar.
Omnichannel Retail & eCommerce Manager
Rede Schumann
- Drove the eCommerce operations for the retail chain, catapulting the online store to become the network's 2nd highest earner in just one year.
- Led product mix analysis and marketing team, orchestrating campaigns across digital (Google and Facebook Ads, SEO, email marketing) and traditional media (TV, radio, print, OOH).
- Boosted customer engagement via customer relationship management (CRM) efforts and refined pricing strategies, markedly boosting sales and enhancing market presence across 80+ stores.
Media Planner
Agenciamob
- Doubled the share of voice (SOV) without increasing investments by optimizing media strategies for clients like Eletrobras, Harley-Davidson, and Toyota.
- Crafted and executed integrated communication plans, including multichannel budget distribution and geographic coverage strategies across diverse markets.
- Rolled out promotional campaigns leveraging both traditional and performance media, including Google and Facebook Ads.
Media Planner
MODUS.ORG
- Coordinated media campaigns in 2010 and 2011, leading national media planning, budget allocation, profitability analysis, and strategic placements.
- Introduced fashion brands like Beagle, Naguchi, Dudalina, and Iriá to the digital sphere via SEM and SMM (blog, Facebook, Twitter, YouTube).
- Spearheaded promotional campaigns for retail stores with innovative point of Sale (POS) material strategies.
Project History
Bellacotton | From $6,000 to $230,000 of Revenue in a Year
Helped Bellacotton grow from $6 to $230 thousand monthly revenue on B2C eCommerce.
With the use of SEO tactics, paid media ads on Google and Facebook, digital influencers, and content creation for social media and blogs, I managed to pull Bellacotton’s revenue from six thousand monthly at the beginning to a peak of $230 thousand during its first Black Friday.
Bellacotton’s link: bellacotton.com.br
Cafeoteca | Doubling the eCommerce Revenue
Helped Cafeoteca double its revenue using insights from the online store on most significant KPIs.
I managed to double Cafeoteca’s revenue by searching for growth-hacking possibilities within its indicators. With significant changes in its eCommerce average ticket and conversion rates, the virtual coffee store increased its average monthly revenue by 100% within a year.
Cafeoteca’s link: cafeoteca.com.br
Croce Clinic | 5,000% Traffic Growth Through Content Marketing
Helped Croce Clinic become a major reference in the medical field in Brazil through blog content production.
I managed to increase the clinic’s website traffic by more than 5,000%, reaching over 230,000 people in monthly traffic just with SEO-optimized content production. This drove the clinic to the top of most Google searches on its specialties, with one significant enhancement in their online appointments, possibly thanks to the COVID-19 pandemic.
Education
Marketing Executive Program in Marketing Strategy
Ohio University - Athens, Ohio, USA
Master's Degree in Marketing Management, Advertising and Marketing
INPG Business School - São Paulo, Brazil
Bachelor's Degree in Advertising and Marketing
FURB | Regional University of Blumenau - Blumenau, Brazil
Certifications
Google Data Studio
Facebook Blueprint Certification
Meta
Google Ads Certification
Inbound Marketing Certification
HubSpot Academy
Google Analytics Certification
Google Analytics Academy
eCommerce Management Specialist Certification
ComSchool
Skills
Core
Google Ads, Facebook Ads, SEO Audits, B2C Marketing, Inbound Marketing, Digital Campaigns, Brand Strategy, SEO Content, Content Marketing, Content Strategy, Out-of-home (OOH) Advertising, TV Advertising, Marketing Strategy, Digital Marketing Strategy, Digital Marketing, Facebook Marketing, Performance Marketing, Search Engine Marketing (SEM), TikTok Ads, Google Paid Ads, YouTube Ads, Paid Advertising, Pay-per-Click (PPC), TikTok Marketing, Lead Generation, Social Media Marketing (SMM), Growth Hacking, Social Media Advertising, SEO Tools, Email Campaigns, Social Media Content, Content Creation, Email Marketing, Search Engine Optimization (SEO), LinkedIn Marketing, Social Media, Google Tag Manager, Sales, Product Marketing, Below The Line Marketing (BTL), Blogging, Reddit Ads, Apple Search Ads
Platforms & Tools
Google Analytics, Instagram Ads, Facebook Ads Manager, Advertising Tools & Platforms, HubSpot, X (formerly Twitter) Marketing, Google Data Studio, Bing Ads
Business Models
SaaS, SaaS Product Marketing, B2B2C, Business to Business to Consumer (B2B2C)
Other
Marketing Management, Advertising, eCommerce, Branded Content, Reports, Digital Strategy, Content Management, Surveying, Radio, Brand Positioning, Print Media, Communication Strategy, Paid Search, Meta Ads, Growth Marketing, Customer Acquisition, Paid Media, B2B Marketing, Semrush, Budgeting, Project Management, Growth Strategy, Content Writing, B2B Lead Generation, Startups, Basecamp, Competitor Analysis & Profiling, Marketplaces, Facebook Pixel, Launch Strategy, Product Launch, Web Design, B2B Partnerships, Sales Strategy, Business Intelligence (BI), Customer Relationship Management (CRM), YouTube Marketing, Data Analysis, Key Performance Indicators (KPIs)
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