Giselle Cervantes
Verified Expert in Marketing
Marketing Expert
Sydney, New South Wales, Australia
Toptal member since July 8, 2024
Giselle is a PMM and growth marketer with over 12 years of experience and a unique, full-funnel background. She has scaled performance acquisition, built GTM strategies, shaped product roadmaps, and driven revenue across B2B SaaS, eCommerce, startups, and global tech platforms, including TikTok. Giselle connects data, storytelling, and execution to help marketing, product, and sales teams win!
Project Highlights
Expertise
- B2B
- B2C
- Facebook Ads Manager
- Growth Marketing
- Paid Advertising
- Performance Marketing
- Product Marketing
- eCommerce
Work Experience
Growth Marketing Consultant
Self-employed
- Created an online business that offers personalized digital marketing consultations and workshops, applying my extensive media and marketing agency experience to help brands navigate digital marketing during the global pandemic.
- Helped 20+ B2B SaaS and B2C brands locally and internationally to develop and execute performance marketing strategies by teaching them how to build, optimize, and scale search and paid social campaigns.
- Planned and executed the APAC digital marketing plan for SuperDataScience, an online educational platform for current and future data scientists.
- Spearheaded Facebook ads workshops for medium-sized businesses seeking to optimize and scale their campaigns. These workshops included ad account analysis, a review of business KPIs, and recommendations.
- Run several Facebook ads workshops for small businesses, providing step-by-step guidance on creating and launching successful campaigns using Meta best practices.
- Helped eCommerce businesses connect the Shopify store with their Facebook ads manager, including Facebook and Instagram store setup, conversion API, Facebook Pixel, conversion events, and catalog integration.
- Troubleshoot Facebook measurement issues via events manager, 1st-party data, and Google Analytics. Helped brands establish a way to understand attribution and measure Facebook investment.
Product Marketing Manager
TikTok
- Launched TikTok Shop Ads in Korea (10% → 20% revenue share in 1 quarter), and drove 30% YoY revenue growth for premium brand products.
- Developed and executed internal and external enablement frameworks, including product toolkits, narratives, taskforces, scorecards, events, and learning sessions to drive field readiness across sales teams in Australia, New Zealand, and Korea.
- Accomplished a 30% YoY growth in premium brand products, as measured by revenue uplift, by conducting pricing and CPM analysis, benchmarking against key competitors, and informing the monetisation strategy while managing redline and risk thresholds.
Performance Marketing Manager
Mad Paws
- Managed Facebook ads and other performance media channels such as affiliates and influencer marketing for Mad Paws divisions, including pet services Marketplace, toy-and-treat brand Waggly, and luxury brand for dog beds, Sash Beds.
- Led the transition from relying on a performance marketing agency to building and managing an in-house paid social capability by collaborating with cross-functional teams, including brand, creative, and analytics for the B2C brands (SASH and Waggly).
- Increased YoY sales by over 70% across their eCommerce portfolio brands by building a foundation for the Meta channel's structured and sustainable growth.
- Optimized paid social campaigns to achieve the highest return on investment, resulting in a sustained reduction in the marketing budget from 19% to 11%.
- Established a creative process to generate content, including user-generated content, which drove solid results for Mad Paws D2C businesses.
- Developed and implemented a creative testing framework across Meta to optimize the investment and scalability in this channel, contributing to CAC reduction and ROI increase.
- Created and implemented the go-to strategy to bring SASH beds to Europe, collaborating with the product and operations team. I successfully launched operations and marketing in the UK.
Senior Paid Social Manager
incuBeta
- Delivered the customer acquisition and global expansion of Les Mills' new vertical, executing B2C go-to-market paid social strategies.
- Scaled Les Mills' paid social campaigns on Meta, TikTok, and Pinterest by 5x, with a $2 million monthly investment while maintaining cost per action (CPA) and maximizing ROI.
- Developed and implemented an A/B test framework across Meta to optimize the investment and scalability in the channel, contributing to the brand's overall digital growth and establishing a framework for continuous optimization.
Senior Paid Social Manager
Digital Rhinos
- Developed and executed paid social campaign strategies across 10+ B2B SaaS accounts simultaneously, with monthly budgets of $100,000, driving customer acquisition, expansion, and retention.
- Generated a yearly revenue increase of 25% by restructuring and optimizing paid social campaigns on Meta and LinkedIn and launching new markets for TrueCoach, a top personal trainer software brand.
- Led and supported the APAC expansion of Xplor Education, a childcare management software, by planning and executing paid social campaigns.
Paid Social Trader
Havas Media Group
- Handled the end-to-end campaign delivery across Meta, Pinterest, Snapchat, LinkedIn, YouTube, and Twitter for 15+ eCommerce and government accounts concurrently to increase brand awareness and drive customer acquisition.
- Took charge of activating, managing, and reporting paid social media across Havas Media's suite of clients.
- Handled accounts: NSW Government Departments, NSW National Parks, Sydney Water, Moet Hennessy, Studio Canal, SunRice, LG Electronics, Philips Lighting, Puma, Swarovski.
- Led and executed the launch of Puma's online store across Australia and New Zealand, positioning paid social as the main channel to drive revenue.
- Drove and executed the launch of paid social campaigns for NSW National Parks across Australia.
- Contributed to regular updates of market trends, best practices, and releases that might help increase social investments.
- Proposed and implemented new digital ideas and product offerings. Handled client liaison and relationship development across multiple markets. Responsible for digital reporting, campaign billing, and post-campaign analysis.
Media Investment Analyst
Dentsu
- Planned, implemented, and optimized display and video campaigns for multiple clients in the APAC region, including Sanitarium and Fisher & Paykel.
- Collaborated with media executives and implementation planners to ensure seamless trafficking, implementation, and reporting for programmatic display and video campaigns.
- Devised, executed, and optimized display and video campaigns across Australia and New Zealand for Universal Sony Pictures new releases.
- Supported the implementation planning and buying of display and video activity, working closely with media executives & implementation planners to ensure trafficking, implementation, and reporting is seamless for all campaigns.
- Handled campaign setup, ongoing optimizations, reporting, and contribution to the post-campaign performance reviews with recommendations.
- Used DoubleClick Campaign Manager, IAS, Nielsen, and Datorama for all the campaigns.
- Pulled ongoing and post-campaign reporting data to monitor and provide insights for the campaigns.
Digital Planner
Biral
- Became the first hire of the marketing agency, worked closely with the founder, prepared and presented commercial pitches, hired staff, and managed organic and paid social media channels for multiple clients in the United States and Latin America.
- Developed and implemented the social media strategy for 15 tech startups in an incubation program run by the Government of Colombia, working closely with startups, mentors, and technology experts in one of the first coworking spaces in Colombia.
- Managed organic and paid social media channels for multiple clients in the US and Latin America.
- Was responsible for collecting data, analyzing the performance of multiple campaigns, and preparing client-facing reports for presentation in monthly status meetings.
- Created effective content strategies with high engagement and user retention rates.
- Identified strategic and tactical opportunities that best fit the goals and KPIs of the clients.
Project History
UK Launch of SASH Beds
Planned and executed the go-to-market strategy across European markets for SASH Beds. After testing three markets, SASH was established in the UK, launching operations within seven months.
Founded in 2020, SASH Beds is an Australian-owned brand that provides the ultimate anxiety-relieving comfort and experience that a plush dog bed should.
I planned and executed the go-to-market strategy, launching campaigns across Meta and Google Ads for the UK, France, and Germany simultaneously to determine which European country SASH Beds should establish and run operations from for the rest of Europe. After testing the three markets, SASH Beds was established in the UK, with operations launched within seven months.
Global Expansion of Les Mill's On-demand Service
https://www.lesmills.com/ondemand/Executed go-to-market paid social strategies to successfully deliver the customer acquisition and global expansion of Les Mills' new vertical.
Les Mills is a worldwide fitness platform that streams 1,500+ online workouts, including cardio, strength, HIIT training, and flexibility. This service was launched after the global pandemic—when people switched from gyms to home workouts.
I handled the end-to-end execution of the global paid social strategy. With a $2 million monthly investment, I scaled the company’s paid social campaigns on Meta, TikTok, and Pinterest by 5x while maintaining CPA and maximizing ROI.
AU and NZ Launch of Puma's Online Store
https://au.puma.com/Positioned paid social as the primary channel driving revenue for Puma after driving and executing their online store launch across Australia and New Zealand.
Puma relied only on its physical stores to drive revenue before launching its online store in Australia and New Zealand in 2019. While working at Havas Media, I led and executed the launch of Puma’s online store across Facebook and Instagram for Australia and New Zealand, positioning paid social as the main channel driving revenue online.
Education
Bachelor's Degree in International Business
Universidad del Valle - Cali, Colombia
Certifications
LinkedIn Marketing Solutions Fundamentals Certification
Meta Certified Media Buying Professional
Meta
Skills
Core
LinkedIn Ads, Pinterest Marketing, Marketing, Paid Advertising, Facebook Ads, LinkedIn Marketing, Performance Marketing, Video Ads, Ads, Social Media Advertising, Marketing Strategy, Marketing Budgeting, A/B Testing, TikTok Ads, Growth Hacking, B2C Marketing, Digital Marketing Strategy, Digital Marketing, Marketing Analytics, Social Media Strategy, Lead Generation, Google Ads, SEO Tools, Go-to-market (GTM) Strategy, Influencer Marketing, Product Marketing, Content Marketing, Affiliate Marketing, Email Marketing, Brand Marketing, Conversion Rate Optimization (CRO), Sales, Display Advertising, Google SEO
Platforms & Tools
Facebook Ads Manager, Instagram Ads, Advertising Tools & Platforms, Google Analytics 4 (GA4)
Business Models
SaaS, B2B, B2C, SaaS Product Marketing
Other
Data Analytics, eCommerce, Growth, Paid Media, Digital Media, Creative Briefs, Growth Strategy, B2B Marketing, Growth Marketing, Account Management, Meta Ads, Global Digital Marketing Strategy, Ad Optimization, Customer Acquisition, Snapchat Advertising, Business, International Affairs, International Relations, Transportation & Logistics, Commerce, Consulting, Landing Page Optimization, Shopify Marketing, User Research, Apps, Advanced Measurement Approach (AMA), eCommerce Marketing, Luxury Industry, Startup Marketing, Sprinklr, Programmatic Advertising, Email, Paid Search
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