Douglas Spessatto, Marketing Expert in Madrid, Spain
Douglas is available for hire
Hire Douglas

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 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.

Work Experience

Marketing Manager

2021 - 2022
  • 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
  • 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 Basecamp, 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.


2017 - 2019
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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.

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'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:

Cafeoteca | Doubling the eCommerce Revenue

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:

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'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.
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


Google Data Studio



Facebook Blueprint Certification



Google Ads Certification



Inbound Marketing Certification

HubSpot Academy


Google Analytics Certification

Google Analytics Academy


eCommerce Management Specialist Certification



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, SEO Tools, Email Campaigns, Social Media Content, Content Creation, Email Marketing, LinkedIn Marketing, Social Media, Google Tag Manager, Sales, Product Marketing, Below The Line Marketing (BTL), Blogging

Platforms & Tools

Google Analytics, Instagram Ads, Facebook Ads Manager, Advertising Tools & Platforms, HubSpot, Twitter Marketing, Google Data Studio

Business Models

B2B2C, Business to Business to Consumer (B2B2C)


Google Docs, Marketing Management, Advertising, eCommerce, Branded Content, Reports, Digital Strategy, Content Management, Surveying, Radio, Brand Positioning, Print Media, Communication Strategy, Semrush, Budgeting, Project Management, Content Writing, B2B Lead Generation, Basecamp, Stripe, Competitor Analysis & Profiling, M&A Analysis, UI Design, UX Design, Web UX, Growth Strategy, Team Management, Team Development, Marketplaces, Facebook Pixel, Launch Strategy, Product Launch, Commercial Strategy, Franchises, Video Production, Web Design, B2B Partnerships, R&D, Sales Strategy, Trade Marketing, App Design, Pricing Strategy, Business Intelligence (BI), Customer Relationship Management (CRM), YouTube Marketing, Data Analysis, Key Performance Indicators (KPIs)

Collaboration That Works

How to Work with Toptal

Toptal matches you directly with global industry experts from our network in hours—not weeks or months.


Share your needs

Discuss your requirements and refine your scope in a call with a Toptal domain expert.

Choose your talent

Get a short list of expertly matched talent within 24 hours to review, interview, and choose from.

Start your risk-free talent trial

Work with your chosen talent on a trial basis for up to two weeks. Pay only if you decide to hire them.

Top talent is in high demand.

Start hiring