Douglas is available for hire

Douglas Spessatto

Verified Expert in Marketing

Marketing Expert

Location

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 holding extensive media planning, buying, and day-to-day management knowledge. Douglas is keen on selecting the right KPIs for each campaign or marketing objective and building easy-to-understand dashboards and reports. Douglas is also fluent in English, Spanish, and Portuguese.

Expertise

B2C Marketing Branded Content Content Management Facebook Ads Google Ads Google Analytics Inbound Marketing SEO Audits

Work Experience

Marketing Manager

2021 - 2022

LeadOwl

Collaborated with the CEO to improve new client acquisition and upsell current customers through digital marketing, including paid ads, content marketing, email and drip marketing campaigns, and social media strategies.
Tracked specific KPIs, such as customer acquisition cost (CAC), churn rates, average revenue per user (ARPU), and loan-to-value (LTV).
Worked on product enhancements through customer research and monitored competitors for pricing insights, new features, and M&A opportunities.

Content Manager

2017 - 2021

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 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 ROI calculation.

Agency Owner and CEO

2017 - 2021

Arcana Marketing Digital

Worked for B2B SaaS and B2C retail companies focused on improving sales through digital marketing efforts using paid media on both Google and social platforms.
Handled lead generation, sales, and awareness campaigns with Twitter, LinkedIn, YouTube, and Waze. Defined KPIs, produced periodic reports with Google Data Studio, and worked on ongoing campaign optimizations and account maintenance.
Allocated a monthly budget of over $100,000 through multiple channels, working for Samsung, Carrefour, Toyota, Pearson, and many other companies.

Professor

2017 - 2019

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, SEM, SEO, influencer marketing, marketplace strategies, and affiliate programs.
Configured conversion actions and set Google Tag Manager and Facebook Pixel goals.

Marketing Manager

2017 - 2018

GiOlaser

Acted as the marketing manager for the laser wax franchising network reporting directly to the CEO. Integrated the communications plan with campaigns targeting B2C and B2B markets.
Focused on increasing physical client influx and lead generation for new franchise candidates. Managed digital marketing with performance ads, social network endeavors, CX management, and SEO and mobile optimizations.
Elaborated the promotional calendar considering each service's contribution margin. Built strategic partnerships for co-branding actions and monitored campaign efficiency.

Marketing Manager

2015 - 2017

Uatt

Led a team of 15+ elements, working with KPIs and reporting directly to the CEO. Ensured the daily interface with sales and product departments, developing a multichannel promotional calendar.
Managed an in-house agency, structuring the brand's communication plan throughout sales channels and providing training to sales representatives and local dealers.
Handled tech implementation for revenue increase through email and content marketing, lead generation, and nurturing inbound marketing, SEM, and SMM management.
Built the SEO plan for eCommerce and B2C and B2B blogs, leading to a 312% revenue increase in digital.

Marketing and R&D Coordinator

2014 - 2015

Komeco

Acted as the marketing and R&D coordinator for the appliance's brand and York and Brize sub-brands, dealing with air conditioning, gas, and solar heating. Worked on the national communication plan, trade marketing, and promotional campaigns.
Trained sales representatives and promoters. Introduced the brand to the online environment, establishing a presence in social networks and optimizing the brand's website with SEO techniques and email marketing actions.
Led the app development for iOS and Android. Developed inbound marketing actions, built personas, generated content, nurtured leads, converted them into sales, and created content marketing for blogs.

Marketing Manager

2013 - 2014

Rede Schumann

Managed the marketing department. Analyzed the product mix for the retail stores' chain, produced performance reports by categories, and structured the private label within the household items department.
Worked on pricing strategies for releases, weekly promotions, and sales and ad campaigns at TV, radio, newspapers, OOH, and BTL. Implemented monthly campaigns at the point-of-sale of over 80 shops. Used BI data to provide strategic information.
Led the eCommerce implementation, defining the team and structuring categories, product mix, trade, logistics, SEO, financial policies, and channels for traffic capture.

Media and Planning Coordinator

2011 - 2013

Agenciamob

Designed and implemented integrated communication plans for the agency's clients in 2011, 2012, and 2013.
Created media planning, including multichannel budget allocation, seasonal campaigns, and geographical coverage in different markets. Also built promotional campaigns involving performance media such as Google Ads and Facebook Ads.
Worked for Toyota, Harley Davidson, Schumann, Eletrosul, Komeco, and other brands.

Media Coordinator

2009 - 2011

MODUS.ORG

Coordinated media campaigns in 2010 and 2011 and worked on national media planning, handling budget allocation, profitability analysis, and placement strategies.
Built promotional campaigns for retail stores with strategies for POS materials. Pioneered the introduction of many fashion brands to the online environment through paid ads and social networks, including blogs, Facebook, Twitter, and YouTube.
Worked for diverse businesses and brands, including Beagle, Naguchi, Dudalina, Iriá, and City Hall of Pomerode.

Project History

Bellacotton | From $6,000 to $230,000 of Revenue in a Year

https://www.arcanamarketingdigital.com.br/cases/bellacotton/

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've 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

https://www.arcanamarketingdigital.com.br/cases/cafeoteca/

Helped Cafeoteca double its revenue using insights from the online store on most significant KPIs.

I've 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

https://www.arcanamarketingdigital.com.br/cases/clinica-croce/

Helped Croce Clinic become a major reference in the medical field in Brazil through blog content production.

I've managed to increase the traffic to the clinic's website by more than 5,000%, reaching over 230,000 people in monthly traffic just with SEO-optimized content production. It 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

2016 - 2016

Marketing Executive Program in Marketing Strategy

Ohio University - Athens, Ohio, USA

2011 - 2012

Master's Degree in Marketing Management, Advertising and Marketing

INPG Business School - São Paulo, Brazil

2005 - 2009

Bachelor's Degree in Advertising and Marketing

FURB | Regional University of Blumenau - Blumenau, Brazil

Certifications

JANUARY 2020 - PRESENT

Google Data Studio

Google

APRIL 2019 - PRESENT

Facebook Blueprint Certification

Google Ads Certification

Google

JULY 2015 - PRESENT

Inbound Marketing Certification

HubSpot Academy

JULY 2015 - PRESENT

Google Analytics Certification

Google Analytics Academy

DECEMBER 2014 - PRESENT

eCommerce Management Specialist Certification

ComSchool

Collaboration That Works

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