Júnior Siri

SITUATION
While at Leo Burnett, Samsung needed to recover market share lost to Motorola with an aggressive campaign, constrained by a $1 million budget.

CHALLENGE
I was tasked with creating a strategy to maximize the campaign’s impact and effectively target potential customers in Brazil’s extensive market.

SOLUTION
I utilized survey data indicating that Brazilians typically replace their phones every 18 months. By partnering with Facebook, we created a filter to identify users likely to purchase new phones based on their current models and ownership duration. This strategy enabled us to select 130 high-potential locations and concentrate our campaign efforts on six key areas.

SITUATION
A SaaS company ran paid search campaigns with a sales funnel that included high-volume “soft” goals such as PDF downloads of case studies and high-intent goals such as contact forms.

CHALLENGE
I was tasked with maximizing the volume of high-intent conversion actions, such as sales contact forms, without compromising overall lead volume or cost efficiency while still engaging audiences through softer actions.

SOLUTION
I assigned revenue values to each goal. Then, I shifted the campaign’s strategy from maximizing conversions to maximizing conversion value, allowing Google’s smart bidding algorithm to prioritize the most valuable actions. This approach effectively transformed lead-generation efforts into measurable sales outcomes.

SITUATION
I managed advertising arbitrage campaigns across 10 countries and five languages. Germany was my most profitable market due to its high click volume, strong conversion rates, and high RPC. In advertising arbitrage, the goal is to maximize profit by optimizing the difference between the cost of clicks and the revenue generated from them.

CHALLENGE
I needed to increase overall profitability in the German market but had reached a scaling limit. My task was to find a way to expand the top-performing campaigns while maintaining high profitability and minimizing low-performing periods in terms of RPC.

SOLUTION
To scale, I expanded the top-performing German campaigns to Austria and Switzerland, as both countries share the same language, allowing me to reuse the ad copy efficiently. I also analyzed the RPC fluctuations throughout the day and discovered that performance dropped significantly between 6:00 PM and midnight. I excluded these low-performing hours for the new campaigns, allowing me to achieve a higher RPC during profitable periods and raise bids to optimize performance further.