Fernanda Silva
Verified Expert in Marketing
Marketing Expert
Rio de Janeiro - State of Rio de Janeiro, Brazil
Toptal member since August 20, 2024
Fernanda is a marketing expert with 15+ years of experience in PR and a decade in content marketing and social media management. She crafts compelling brand stories and strategic PR campaigns and has collaborated with lifestyle brands and sports figures, driving brand awareness and engagement. Known for her strategic approach, Fernanda rebranded DNA Method and increased viewership by 99% within a week for MMA champion Cris Cyborg's YouTube series.
Project Highlights
Expertise
- Content Marketing
- Content Production
- Digital Marketing
- Google Analytics
- Management
- Project Management
- Public Relations (PR)
- Social Media
Work Experience
Marketing & Communications Executive | Paid Media, Content & PR
Independent
- Led integrated marketing strategies across paid media, PR, content, SEO, email, and social to drive brand awareness, acquisition, and revenue growth.
- Generated 1,740 purchases from $42,000+ in Meta ad spend while achieving a $24.56 cost per acquisition.
- Managed full-funnel paid media strategies across Meta, including prospecting, retargeting, audience development, creative testing, and conversion optimization.
- Generated approximately $8,000 in attributed email revenue through lifecycle marketing, campaign strategy, and automated customer journeys.
- Built acquisition funnels connecting paid social, landing pages, content, email automation, retargeting, and conversion optimization.
- Directed brand positioning, messaging, and communications strategies for startups and established brands across consumer and emerging categories.
- Led PR and media relations programs that secured visibility across national, regional, digital, broadcast, and industry media.
- Analyzed GA4, Meta Ads Manager, Shopify, and email performance data to optimize traffic quality, CAC, conversions, engagement, and revenue.
- Managed cross-functional teams and partners across paid media, creative, content, PR, social media, SEO, and digital marketing.
- Developed integrated content strategies across organic social, SEO, email, paid media, and thought leadership to build awareness and drive conversion.
Board Member
ACME E-learning
- Served on the Board of Directors for nine years, contributing to organizational strategy, governance, communications, and long-term planning.
- Guided strategic communications and marketing decisions to strengthen organizational visibility, stakeholder engagement, and community presence.
- Advised leadership on brand positioning, public relations, partnerships, and communications strategies supporting organizational priorities.
- Led communications initiatives connecting board priorities with members, partners, stakeholders, and the broader community.
- Supported executive decision-making through strategic planning, organizational oversight, and cross-functional collaboration.
Director of Communications
Gemini Media
- Directed communications and PR efforts for the media localization department, improving client relations and streamlining project workflows.
- Managed vendor relationships and coordinated with media partners to ensure the successful execution of PR campaigns and localization projects.
- Provided expertise in PR best practices, content production, and SEO integration, enhancing the organization's online presence and media outreach.
PR Specialist
Allison Speer Public Relations
- Coordinated logistics for high-profile fashion events, managing media relations and ensuring smooth execution for brands like Tory Burch and Prada.
- Coordinated press events, product launches, and media activations, managing communications, guest outreach, logistics, and on-site execution.
- Developed press releases, media pitches, brand messaging, and communications materials tailored to client objectives and editorial opportunities.
- Managed multiple client accounts simultaneously, coordinating media relations, campaign priorities, deadlines, and day-to-day client communications.
PR Assistant
NELTUR
- Supported the City Tourist Bureau's communications director in promoting city events and managing media inquiries.
- Facilitated travel arrangements for city guests and traveling artists.
- Hosted media guests at various events, enhancing the city's visibility.
Project History
Transforming Inspired Interiors Through PR & Digital Strategy
Revamped Inspired Interiors' social media presence by creating original design content and launching a digital showhome event with influencer partnerships and brand sponsorships. This boosted their public profile and increased media coverage.
Inspired Interiors, a leading luxury interior design firm in Chicago, aimed to boost its visibility in the competitive luxury market. Led by Emily Mackie, the firm sought to strengthen its brand presence through enhanced PR efforts, social media management, and strategic content creation.
The firm’s initial plan to showcase its Wilmette showhome with Aspire Magazine sponsorship needed a strategic pivot to maximize impact. The challenge was to revamp their social media and adapt the event format to increase reach and engagement.
I overhauled Inspired Interiors’ social media by focusing on original designs, reinforcing their brand identity. The physical showhome event was reimagined as a digital experience, allowing for broader audience engagement. To amplify the event’s reach, I led an influencer collaboration campaign, partnering with major brands like Moen and Cambria and leveraging Aspire Magazine’s platform. Additionally, I developed a comprehensive content calendar for the blog and newsletter, ensuring consistent, high-quality content that aligned with the firm’s luxury design.
Media & Communication Showcase for Eric Faro | DNA Method
Increased viewership by 75% for the YouTube series DNA of Champions by implementing revised strategies—achieving higher engagement levels through organic promotion and effective use of MMA community groups.
Eric Faro, a renowned peak performance coach specializing in MMA fighters, initiated a YouTube series featuring MMA champion Cris Cyborg. Despite Cyborg’s vast social media following, the series underperformed, prompting Eric Faro to seek my expertise to revitalize the project.
The primary challenge was to boost the YouTube series’ underwhelming viewership and engagement. Despite Cris Cyborg’s significant fan base, the content failed to resonate with the target audience, necessitating a strategic overhaul to meet high expectations.
I introduced a revised production strategy, focusing on creating more relatable and engaging content that aligned with the audience’s interests. This included revamping the content format and enhancing pre-production processes, ultimately leading to a significant increase in viewership and audience engagement.
Inclusive Marketing Campaign for STIGMAttraction
Raised the first round of necessary funds to support the app's development through strategic promotional efforts and compelling messaging.
STIGMAttraction is an innovative dating app designed to foster connections among individuals living with stigmas, including disabilities.
The project aimed to promote a crowdfunding campaign emphasizing inclusivity and diversity while showcasing the app’s unique features. The campaign focused on raising awareness and funding to support the app’s development and launch.
Education
Master's Degree in Business Administration (MBA)
University of California, Irvine - Irvine, CA, USA
Bachelor's Degree in Journalism
San Francisco State University - San Francisco, CA, USA
Associate's Degree in Film Production
Universidade Estacio de Sa - Rio de Janeiro, Brazil
Skills
Core
Blogging, Public Relations (PR), Digital Marketing, Social Media, Content Marketing, Email Marketing, Social Media Marketing (SMM), Marketing Strategy, Instagram Marketing, Social Media Strategy, Digital Marketing Strategy, Social Media Management, Content Strategy, Pinterest Marketing, Conversion Rate Optimization (CRO), Copywriting, Social Media Content, Content Creation, Local SEO, Search Engine Optimization (SEO), Organic Social Media, Content Marketing Strategy, Marketing, Brand Strategy, Marketing Campaigns, Go-to-market (GTM) Strategy, Marketing Leadership, Brand Marketing, Email Marketing Automation, SMS Marketing, Backlinks, Funnel Marketing, Scriptwriting, Branding, LinkedIn Marketing, TikTok Marketing, Google SEO, Lead Generation, Keyword Research, SEO Keyword Research, On-page SEO, Community Management, Audience Targeting, Email Campaigns, Paid Advertising, A/B Testing, Organic SEO, SEO Tools, Facebook Ads, Product Marketing, Marketing Analytics, B2C Marketing, Repositioning, Customer Engagement, Link Building, Performance Marketing, Campaign Management, Marketing Research & Analysis, AI Marketing, Marketing Budgeting, SEO Marketing, Influencer Marketing, Google Ads, Growth Hacking
Platforms & Tools
Klaviyo, Mailchimp, Google My Business, YouTube Shorts, LinkedIn Profiles, Canva, Google Analytics, Google Analytics 4 (GA4), TikTok, Content Management Systems (CMS)
Business Models
Business to Business (B2B), B2C, B2B, Business to Consumer (B2C)
Technical
Google Search Console
Other
Hootsuite, Shopify, CapCut, Management, Filmmaking, Video Editing, Content Production, Project Management, Press Releases, Video Production, Personal Branding, Facebook, Instagram, Startup Marketing, Video Scripts, Thought Leadership, Luxury Industry, Relationship Building, Brand Awareness, Brand Positioning, Growth Strategy, Digital Strategy, Marketing Channel Strategy, Content Management, Shopify Marketing, Team Leadership, Team Management, Digital PR, Tourism, Brand Identity, AI Social Media Content Creation, Branded Content, Reels, Brand Building, B2B Marketing, X (formerly Twitter), Team Building, Storytelling, Email Template Design, Fractional CMO, Go-to-market Plans, Strategy, Tracking, Semrush, Copy Editing, Content Writing, Article Writing, News Media, Newsletters, Demand Generation, Product Launch, Beauty Products, Launch Strategy, Website Optimization, Direct to Consumer (D2C), Shopify SEO, SEO Copywriting, SEO Writing, eCommerce, Key Performance Indicators (KPIs), Customer Journey, Agile Project Management, Business Development, Relationship Management, B2B Lead Generation, Outbound Marketing, Customer Acquisition, User Experience (UX), Growth Marketing, Website Management, Brand Development, Healthcare, Buyer Personas, Startups, Competitor Analysis & Profiling, Brand Management, Customer Retention, eCommerce Marketing, SEO link building, User Onboarding, User Retention, Early-stage Startups, Leadership, Paid Media, Answer Engine Optimization (AEO), Generative Engine Optimization (GEO), Technical SEO, ChatGPT, Data Analysis, Squarespace, Photography, Wellness, Internal Communications, Online Course Design, Production, Trade Marketing, Event Marketing, Event Planning, Crowdfunding, Meta Ads, Marketing Writing, Poetry Writing, Revenue Growth, Sales Growth, Artificial Intelligence (AI)
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