Júnior Siri
Verified Expert in Marketing
Marketing Expert
Limerick, Ireland
Toptal member since September 26, 2024
Junior is a marketing professional with a bachelor's degree in advertising and certifications from Google and Meta. He has a strong background in paid media, digital marketing strategies, and data storytelling. With 15 years of experience across industries and international markets, Junior has collaborated with well-respected agencies like Leo Burnett and contributed to campaigns for brands like Disney and Heineken. Notably, his data-driven campaigns have led to Samsung's market share recovery.
Project Highlights
Expertise
- Data Storytelling
- Data Strategy
- Data-driven Decision-making
- Digital Marketing Strategy
- Facebook Ads
- Google Ads
- Paid Media
- Performance Analysis
Work Experience
Digital Marketer
Freelance Clients
- Increased profit by 181% QoQ by scaling top-performing campaigns into new markets.
- Grew ROAS by 184% by aligning Google's bidding strategy with high-intent conversion goals.
- Generated a 57% rise in sales-qualified leads by effectively prioritizing valuable actions in the sales funnel.
- Reduced customer acquisition cost by 32% through optimized ad placements and strategic budget allocation.
Paid Media Specialist
Wolfgang Digital
- Led the planning and execution of campaigns on Google and Bing.
- Optimized bidding strategies and targeting parameters.
- Managed end-to-end campaign setup, optimization, and reporting.
Data Strategy Lead
Southern
- Developed innovative methodologies for comparing digital performance among competitors, enhancing competitive analysis capabilities.
- Spearheaded the creation of engaging campaigns that significantly boosted social media engagement, phone calls, and leads.
- Launched a proprietary product that transformed client data into captivating, interactive presentations with compelling storytelling.
Data Strategy Instructor
Udemy
- Educated over 6,000 students spanning 70 countries.
- Became one of the top-rated instructors at Udemy Brazil with a 4.8 rating out of 5 from 644 students.
- Received favorable instructor ratings—100% of students deemed me knowledgeable, and 98% found my explanations clear.
Senior Data Strategist
Leo Burnett (owned by Publicis Groupe)
- Earned recognition as a finalist for the Cannes Young Lions Brazil award by helping Samsung recover market share and exceed campaign goals, contributing to the sale of 6+ million phones.
- Developed innovative influencer selection methodologies, increasing audience engagement and strengthening brand resonance.
- Recruited and led a team of five data professionals.
- Helped in critical agency tender processes, resulting in successful bids.
- Facilitated GDPR compliance efforts through initial data mapping across agency departments.
Data Strategy Coordinator
Fbiz (owned by WPP)
- Elevated the percentage points for ad recall by five, message association by four, and purchase intent by two for a prominent phone network brand campaign.
- Managed reporting across Brazil and Spain and streamlined report delivery by integrating paid media, website traffic, and email marketing results.
- Established a new team for the client, enhancing data capabilities.
Data Strategist
Publicis Sapient (owned by Publicis Groupe)
- Supported the team in client persuasion through data.
- Structured comprehensive reports integrating paid media and social media strategies.
- Provided actionable insights through data, influencing key campaign decisions and improving overall performance.
Junior Data Strategist
AD.Dialeto (acquired by Accenture)
- Improved content engagement by 35% through actionable insights that helped optimize social media strategies.
- Enhanced audience engagement by incorporating social listening insights into creative content strategies.
- Redesigned major report formats to strengthen clarity and insights.
Social Media Strategist
Teaser Propaganda
- Boosted overall social media engagement by 335% through an innovative content strategy that used the number of likes as a criterion to determine the size of a prize, resulting in increased interaction and participation.
- Headed the Co-creative Website Project, establishing the agency as an industry benchmark.
- Contributed to the establishment of the agency's inaugural social media department.
- Enabled the agency to have the most Facebook followers in the local market in less than 48 hours.
Social Media Strategist
Mentes Digitais
- Contributed to structuring the department and improving workflow efficiency.
- Promoted from social media intern to social media strategist within three months.
- Spearheaded innovative social media strategies, leading to increased engagement.
Project History
Data-driven Campaign to Reclaim Samsung's Market Share
https://www.youtube.com/watch?v=17gXdKpX_A4Drove the sale of 6+ million smartphones, playing a key role in Samsung's market share recovery through data-driven strategies. The campaign's success led Samsung to quadruple the budget and earned me a finalist spot in Cannes Young Lions Brazil.
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.
Transformation of Lead Generation Into Sales | A SaaS Story
Increased ROAS by 184%, sales-qualified leads by 57%, and overall leads by 45% by aligning Google's algorithm with the company's highest-value business objectives.
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.
Market & Time Optimization to Expand Advertising Arbitrage Profit
Boosted profits by 181% QoQ and achieved a 16% revenue-per-click (RPC) growth by expanding campaigns into high-potential markets and optimizing for profitable time slots.
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.
Education
Bachelor's Degree in Social Communication, Advertising, and Marketing
Unit - Universidade Tiradentes - Aracaju, Sergipe, Brazil
Certifications
Google Ads Search Certification
Google Skillshop
Google Ads Display Certification
Google Skillshop
Certificação Subido de Tráfego - Google Ads
Pedro Sobral
Certificação Subido de Tráfego - Meta Ads
Pedro Sobral
GDPR for Marketers
LinkedIn Learning
Analyze Measurement Data to Extract Key Insights
Meta Blueprint
Skills
Core
Google Ads, Facebook Ads, Digital Marketing, Paid Advertising, Facebook Marketing, Instagram Marketing, Campaign Management, Search Engine Marketing (SEM), Social Media Marketing (SMM), Pay-per-Click (PPC), Digital Marketing Strategy, Social Media Strategy, Audience Targeting, Funnel Marketing, Lead Generation, Influencer Marketing, Brand Strategy, Marketing Strategy, Social Media, Google Tag Manager, LinkedIn Ads, Content, Display Advertising, Growth Hacking, Funnel Optimization, A/B Testing, Social Media Advertising
Platforms & Tools
Looker Studio, Google Analytics, Bing Ads, Instagram Ads
Business Models
SaaS
Other
Media Planning, Presentations, Data Visualization, Digital Strategy, Strategic Planning, Reporting, Data Analysis, Microsoft PowerPoint, Paid Media, Data-driven Marketing, Microsoft Excel, Visual Storytelling, Storytelling, Data Strategy, Social Listening, Campaign Planning, Conversion, Campaign Optimization, Data-driven Decision-making, Paid Search, Performance Analysis, Profitability Optimization, Campaign Scaling, Multilingual Campaign, Data Storytelling, Search Arbitrage, Market Opportunity Analysis, Customer Acquisition, Google Sheets, Team Management, Complex Problem Solving, Creativity, Competitive Analysis, Advertising, Strategy, Campaigns, Web Analytics, Market Research, Digital Media, Critical Thinking, Analytics, Research, Optimization, Partnerships, Collaboration, Market Expansion, eCommerce, Client Management, GDPR, Meta Ads, Growth Marketing, Growth Strategy, Pixel, Brand Awareness, Brand Awareness Campaigns, Data Analytics, Agency, Digital Agencies, Online Sales
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