Gustavo is available for hire
Hire GustavoGustavo Loureiro dos Reis
Verified Expert in Marketing
Marketing Expert
Location
São José dos Campos - State of São Paulo, Brazil
Toptal Member Since
July 20, 2023
Gustavo is a seasoned growth marketer with experience in the education, gaming, health, and travel sectors. With an impressive knack for copywriting, he creates effective copy with a focus on enhancing conversion. Gustavo's expertise also extends to designing and optimizing sales funnels, landing pages, effective ads, and CRM. Finally, Gustavo has consistently demonstrated a user-centered approach to his work, enabling him to successfully navigate from solopreneurs to big enterprises.
Search Engine Optimization (SEO)Social Media Marketing (SMM)Marketing StrategyLead GenerationGrowth HackingCopywritingContent Marketing StrategyEmail Marketing AutomationMarketing AutomationEmail MarketingEmail CampaignsB2C MarketingContent CreationContent StrategySocial Media ContentLanding Page OptimizationCopy EditingCampaign PlanningConversion Rate Optimization (CRO)GrowthInternet MarketingGoogle AdsMultimedia ProductionFacebook AdsTone of Voice
Project Highlights
Copywriter for Heineken Social App
Led the copywriting and UX writing for CLNK, Heineken's social gathering app.
Teaching Growth Marketing at Udemy
Created top-rated and top-selling copywriting and AI courses in English and Portuguese. These were delivered via Udemy to more than 12,000 professionals.
Making Buser a Nationwide-used Verb in Brazil
Led the copywriting front on Buser's website to incentivize it being used as a verb. The time chosen for it was when it was becoming big enough for something like this to stick.
Expertise
Work Experience
Senior Copywriter
2023 - PRESENT
Forbes
- Increased Labor Day campaign conversion by 13% with my email variation.
- Handled copywriting and copy editing for every major subscription campaign since June 2023.
- Dove deep into each of Forbes' newsletters to better write the conversion description for each of them.
Copywriter
2024 - 2024
Scarselli Diamonds Inc
- Managed LinkedIn posts and drove the growth of the page from 0 to 1,000 followers.
- Posted relevant and engaging posts about diamonds' authenticity and traceability twice a day on Twitter.
- Managed LinkedIn, Twitter, Instagram, and Medium accounts for three months, recycling content whenever possible to maximize throughput.
Growth Strategist (via Toptal)
2024 - 2024
Imfiy BV
- Shaped a comprehensive marketing strategy plan for Meta and TikTok ads to reduce CAC by 50% during the next three months.
- Conducted a full CRO audit on all three websites for the company, finding nine big conversion opportunities for higher on-site conversion.
- Implemented robust product and business analytics with PostHog and Metabase for increased visibility of the entire business funnel.
Growth Marketer (via Toptal)
2023 - 2024
Barada, LLC.
- Created a full GTM strategy with TikTok, Instagram account management, and email to maximize sales and awareness.
- Implemented Google Analytics 4 and PostHog for greater analytics monitoring to measure which channels and creatives were working best.
- Performed a full copywriting overhaul on the homepage, which increased overall conversion from 3% to 5%.
Copywriter
2023 - 2024
Scarselli Diamonds Inc
- Rewrote their entire main webpage and whitepaper for clarity and compelling arguments.
- Wrote the entire presentation for the Department of State of the USA on behalf of Authentia.
- Created several brochures and speeches for the CEO to sway miners and tender houses for the cause.
Copy Editor with AP-style Experience
2023 - 2024
TheGrio - Main
- Created nine articles for their leading publication with a specific tone of voice and compelling copy.
- Revised 11 articles for tone of voice, compelling copy, and blog posting.
- Strategized on the next batch of articles for their leading publication.
Copywriter
2023 - 2023
Ricoh Corporation - DSC-PortfolioStrategy
- Crafted a compelling story to illustrate the solution that Ricoh crafted for pregnant women with gestational diabetes.
- Cooperated with the design team to craft the visuals of a story that illustrated the solution Ricoh was developing.
- Aligned the product details needed to create Ricoh's solution for pregnant women with gestational diabetes.
Marketing Copywriter | Content Strategist
2023 - 2023
Tulsa University
- Rewrote 84 pages of Tulsa's main website with more compelling copy that was better attuned to TU's intended tone of voice.
- Changed the international student's brochure copy, driving 150% more views to the video about Tulsa for international students.
- Used AI content creation tools and AI marketing concepts to rewrite TU's main page, enhancing readability and optimizing conversion for the critical step of student application.
Facebook Ads Specialist
2023 - 2023
Reboleto
- Worked on optimizing Facebook Ads to reduce CPA from R$1 to slightly less than R$0.40, a 60% reduction.
- Applied the Facebook Leads form to reduce CPA from R$1 to slightly less than R$0.40.
- Optimized targeting, campaign structure, and copy to reduce CPA on Facebook Ads.
- Implemented drip marketing campaigns as part of a lead nurturing strategy to increase engagement and conversion rates.
Product and Marketing Lead
2023 - 2023
Ridewith
- Developed a content marketing strategy and a Facebook Meta campaign that led to new app downloads for $3 CPA involving a frame reversal.
- Conducted a full audit on the app with PostHog for product analytics and uncovered two major areas with dropoffs.
- Audited the app for UX flaws and found 18 medium- to high-importance changes that, when fixed, improved the app's conversion by 26%.
Copywriter
2023 - 2023
Publicis Groupe, LePub Netherlands
- Provided a copywriting service for a new social gathering app.
- Created a localized version of the copy for the social gathering app.
- Organized a 10-person demo group in Sao Paulo to test the app.
Growth Marketing Director
2023 - 2023
StoryTap
- Created an 8-channel funnel to market video FAQs and a Shopify app for FAQs with video.
- Handled multimedia communication planning and strategy and started three successful social media accounts to market Video FAQ.
- Reduced the costs with no loss of leads by optimizing pay-per-click (PPC) Google Ads keywords to 80%.
Principal Product Manager
2022 - 2023
Buser
- Drove discovery for growth opportunities in all company areas.
- Created product management best practices and educated the product team to implement them.
- Implemented tools and processes that enhanced the product team's overall performance.
- Led negotiations with branding and growth marketing stakeholders, keeping everyone on the same page regarding the product vision.
- Analyzed the feature to turn the company's internal currency, Buedas, into a blockchain that would yield NFT badges for hardcore users.
Head of Product
2022 - 2023
Teach Me To
- Analyzed the website for CRO opportunities and drove overall conversion from 1.8% to 3.5% in two months.
- Overhauled the general engineering process to deliver medium to large tasks inside one-week cycles rather than four.
- Implemented all necessary Google, Facebook, and TikTok tracking for drip marketing and conversion.
- Used Mixpanel to drive insights and prioritization to select and optimize the top 10% of professionals in the 500+ marketplace.
Strategic Advisor
2022 - 2022
Functional Patterns
- Coached colleagues to find the correct strategy for long- and medium-term growth.
- Wrote and fixed seven landing pages to improve the copywriting appeal and enhance conversion rate optimization (CRO).
- Outlined the most important topics to tackle for growth in the long term.
Product, Market, and User Researcher and Analyst
2022 - 2022
WeAreEight
- Defined and listed the reasons behind merchants' buying decisions when purchasing a theme in the Theme Store.
- Created an actionable plan to address the findings and improve ranking and the disconnect between merchant needs and wants.
- Delivered more insight into how to make Shopify SEO and products more successful.
Product Marketer
2022 - 2022
Zero to Hero
- Audited the platform to be in accordance with the current marketing practices.
- Implemented and tested a B2C marketing strategy (including drip marketing and customer journeys) as we worked toward a product-market fit.
- Collaborated with the client to get a clear understanding of marketing goals and the correct KPIs to follow.
Product Management Screener
2022 - 2022
Toptal
- Vetted and interviewed the professionals wanting to join the platform.
- Reviewed online tests that talent undertook to join Toptal.
- Analyzed the presentations that talent sent as part of their application.
Growth Product Manager
2020 - 2021
Buser
- Searched and implemented product growth opportunities by changing the user experience and applying mental triggers.
- Coordinated with the growth marketing team on platform integrations such as Salesforce, Amplitude, and ads on Facebook, Instagram, Google (including Google AdSense), and TikTok. Collaborated on marketing attribution analyses.
- Managed the product roadmap and handled discovery and prototyping to get tests done as quickly as possible, granting the most likely path to growth.
- Conducted discovery for changing our internal currency, Buedas, into a blockchain that would yield NFT badges for hardcore users.
Growth Marketing Director
2015 - 2019
Fluentics
- Created sales funnels for all courses, handling everything from campaign planning, social media ads, and drip marketing to upsell checkout.
- Managed every certified public accountant to keep the return on advertising spend as high as possible.
- Developed and tested almost 20 new offers per week, every week.
- Directed each single sales video (including screenwriting) and oversaw post-production.
Game Developer
2013 - 2015
Backpacker
- Prototyped and created minigames to teach English to beginner and intermediate-level learners.
- Connected the front and back ends of several different back-end-as-a-service solutions.
- Spearheaded gamification solution design, user experience, level design, and overall experience design.
Quantitative Risk Analyst
2012 - 2013
Banco BBM
- Analyzed the viability of changing the internal SQL database to a NoSQL database.
- Translated the most important queries from SQL to C# to quantify risk.
- Saved millions of dollars in migrations by coordinating the transition from an SQL database to a NoSQL database.
Project History
Copywriter for Heineken Social App
Led the copywriting and UX writing for CLNK, Heineken's social gathering app.
During 2023, Heineken developed a social app to facilitate the gathering of friends at bars, pubs, and shows. I did the copywriting for the entire experience, guaranteeing compelling copy across the app.
Teaching Growth Marketing at Udemy
https://www.udemy.com/user/gustavoloureirodosreis/Created top-rated and top-selling copywriting and AI courses in English and Portuguese. These were delivered via Udemy to more than 12,000 professionals.
Udemy is a world-leading online learning platform allowing instructors to build and deliver courses on their preferred topics. It currently serves 100 million monthly active users worldwide. I've been teaching there since 2019.
Making Buser a Nationwide-used Verb in Brazil
http://www.buser.com.brLed the copywriting front on Buser's website to incentivize it being used as a verb. The time chosen for it was when it was becoming big enough for something like this to stick.
Buser is a leading travel application in LATAM, similar to Uber, but for buses. The process was done via small increments in strategic points in the UX experience. Nowadays, every single person in Brazil that uses Buser calls it "to take a Buser."
Education
2010 - 2014
Bachelor's Degree in Computer Engineering
Aeronautics Institute of Technology (ITA) - São Jose dos Campos, Brazil
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