Mariana Martins
Verified Expert in Marketing
Marketing Expert
Peniche, Portugal
Toptal member since July 2, 2024
Mariana is a senior GTM and growth marketing strategist with 15+ years of experience helping brands launch, position, and scale. She specializes in market research, positioning, customer acquisition, demand generation, and integrated marketing strategies. With experience across health, wellness, fitness, consumer brands, education, and technology, Mariana delivers measurable growth through strategic, data-driven marketing.
Project Highlights
Expertise
- AI for Marketing
- Content Marketing Strategy
- Creative Design
- Digital Marketing Strategy
- Go-to-market Execution
- Growth Marketing
- Performance Marketing
- Startup Marketing
Work Experience
Go-to-market (GTM) Brand Marketing Consultant
Old Gulf Merchants, L.L.C.
- Developed a full funnel go-to-market (GTM) strategy for Celtic Hero, producing a master deck that defined brand positioning, storytelling architecture, visual identity, buyer personas, and a fully integrated launch framework tailored to the US market.
- Built an integrated GTM marketing ecosystem, spanning social, content, SEO, and influencer pipelines and driving a cohesive path of acquisition, stronger brand equity, and scalable community growth.
- Produced a 90-day GTM content design and activation roadmap, optimizing creative direction, campaign structure, strategic partnership, and messaging to increase engagement potential and support efficient, ROI-focused launch execution.
- Built a multi-platform storytelling GTM framework that unified Celtic Hero's myth-inspired identity, guiding video production, creator collaborations, and copy direction to ensure coherent, high-impact brand expression across channels.
Content Marketing Manager
New Frontiers in Learning, LLC
- Developed and executed go-to-market (GTM) strategies for an executive function coaching and education business, strengthening brand positioning, increasing visibility, and supporting customer acquisition.
- Conducted market research and audience analysis to identify customer needs, refine messaging, improve positioning across multiple service offerings, including academic coaching, career transition support, leadership, and neurodivergent coaching.
- Created and implemented content-led growth strategies across website, blog, and social media channels to build brand authority, increase organic reach, and generate qualified leads.
- Developed SEO strategies, content frameworks, and customer-focused messaging to improve discoverability and connect target audiences with relevant solutions.
- Managed marketing campaigns, editorial planning, and digital assets to support demand generation, engagement, and lead nurturing throughout the customer journey.
Go-to-market (GTM) Marketing Consultant
iWatch Canada
- Developed and executed an Instagram-first go-to-market (GTM) strategy to support product launch, brand positioning, and customer acquisition in the North American market.
- Defined target audiences across the US and Canada, developed campaign structures, and created paid acquisition strategies focused on increasing brand awareness, engagement, and purchase intent.
- Created and tested product-focused ad creatives, combining brand storytelling, visual direction, promotional messaging, and conversion-focused calls-to-action to improve customer response.
- Built foundational paid media frameworks, including audience segmentation, creative testing, campaign optimization, and performance tracking to identify growth opportunities.
- Aligned marketing strategy with commercial objectives by balancing premium brand positioning with measurable acquisition goals, establishing a scalable approach for future campaigns.
Go-to-market (GTM) Marketing Consultant
Weber Shandwick East Africa Limited
- Developed a comprehensive go-to-market (GTM) strategy to support the launch and growth of executive education programs, aligning market insights, positioning, messaging, and customer acquisition initiatives.
- Conducted market research and competitive analysis to identify audience needs, market opportunities, and differentiation strategies, translating insights into actionable GTM recommendations.
- Supported the development of launch strategies across the full customer journey, from pre-launch awareness and demand generation through to enrolment and post-launch engagement.
- Designed student recruitment strategies focused on improving audience targeting, optimizing marketing funnels, and creating clearer pathways from awareness to conversion.
- Developed marketing assets, workshop materials, and social media campaigns aligned with the brand strategy and designed to increase engagement with prospective students.
- Identified emerging market trends and growth opportunities to inform program positioning, campaign strategy, and future expansion plans.
Senior Marketing Manager
Medacs Healthcare
- Led the international digital marketing strategy for candidate attraction, engagement, and retention campaigns, achieving a 25% increase in ROI within the first six months.
- Developed and executed streamlined and strategic marketing plans that improved lead suitability by 29%.
- Designed and produced high-quality creative and optimized content for web and social media campaigns, driving online engagement.
- Created, implemented, and monitored innovative organic and paid lead strategies, increasing lead generation by 61%.
- Implemented an A/B testing strategy, resulting in a 15% improvement in open rates and a 10% increase in click-through rates.
- Led marketing automation management efforts, streamlining processes and improving efficiency.
- Directed the design and production of the company's visual identity and communication, including company brochures, enrolment leaflets, flyers, website copy, white papers, and adverts, enhancing brand consistency and recognition.
Go-to-Market (GTM) Marketing Consultant
TRIB3
- Developed a 6-month integrated go-to-market strategy to support TRIB3’s expansion into Portugal, focused on increasing brand awareness, driving membership acquisition, and establishing market presence.
- Defined audience segments and built an influencer partnership strategy to expand brand reach, strengthen community engagement, and connect with urban fitness audiences.
- Created customer retention and lifecycle marketing strategies designed to improve member engagement, increase loyalty, and support long-term membership growth.
- Conducted market and competitor analysis to identify growth opportunities, refine positioning, and adapt global brand strategy for the Portuguese market.
- Developed channel strategies across digital marketing, partnerships, content, and community initiatives to support customer acquisition and brand growth.
Senior Marketing Manager - Expansion GTM
Busy Bees
- Developed and executed go-to-market strategies to support the expansion of Busy Bees’ nursery network, managing marketing plans across 18 locations and driving customer acquisition, brand awareness, and occupancy growth.
- Led the market launch strategy for 6 new nursery openings, defining local market positioning, customer acquisition plans, campaign strategy, channel mix, budgets, and launch timelines to successfully establish new locations.
- Created data-driven growth plans to improve nursery occupancy, analysing market demand, customer behaviour, competitor activity, and performance metrics to identify opportunities and optimise acquisition strategies.
- Developed integrated marketing campaigns across paid search, email, social media, SEO, content, local partnerships, and community engagement initiatives to generate qualified enquiries and increase registrations resulting in a 43% increase in traffic.
- Led Busy Bees’ organic social strategy over six years, increasing engagement by over 150%, driving a 40-50% uplift in website traffic, and generating a 25-30% increase in inquiries, contributing to a 15-20% growth in nursery registrations.
- Implemented data-driven strategies, innovative and creative content campaigns, and effective community management to establish a robust and engaging online presence.
- Conducted market research to assess service viability and inform strategic decisions.
- Analysed enquiries, bookings, visits, and occupancy data to identify growth opportunities and improve performance.
- Created marketing reports, managed campaigns, coordinated events, conducted market research, and built partnerships to support business growth.
Content Writer/Creative Writer
Guru
- Spearheaded a content strategy that increased organic traffic by 45% within six months and secured top 10 Google search results for key industry terms.
- Authored 100+ high-impact articles, increasing audience engagement by 30% and boosting email open rates by 15% via targeted content.
- Wrote SEO-optimized product descriptions and blog posts that increased sales by 10% and improved lead-to-customer conversion rates by 20%.
Blogger | Competition Winner
Salomon
- Outperformed my average blog benchmarks, generating a 32% increase in traffic during the campaign period compared to monthly averages.
- Achieved a 6% engagement rate, reflecting strong audience resonance and above-average time on page. It drove a 4% click-through rate to Salomon’s website, indicating high purchase intent compared to typical benchmarks for lifestyle content.
- Strengthened audience trust in sponsored content, increased brand affinity within my community, and positioned me as a credible voice in the women’s outdoor and adventure space.
- Combined authentic storytelling with performance-focused strategy to deliver branded content that not only inspires—but converts.
Voice Actress & Character Vocalist
RTP - Radio e Televisão Portugal
- Voiced multiple animated characters for Ilha das Cores, delivering distinct, emotionally engaging performances tailored to each character's personality while maintaining consistency across episodes and storylines.
- Collaborated closely with directors, producers, and creative teams to interpret scripts, refine character delivery, and ensure performances aligned with narrative pacing, educational objectives, and audience engagement.
- Performed character-based vocal recordings for songs featured throughout the series, maintaining character authenticity while following musical direction and production requirements.
- Contributed to an educational television program designed for preschool audiences, helping communicate language, literacy, numeracy, healthy habits, and social development concepts through storytelling, music, and animation.
- Demonstrated versatility across voice acting, character interpretation, and vocal performance, adapting tone, emotion, and delivery to support a diverse cast of animated personalities and learning experiences.
Project History
Creative Portfolio 2026
https://1drv.ms/f/c/a88697ce8a50923a/IgA6klCKzpeGIICodhEAAAAAAUZyMSj22eCwHMH53pf_AJo?e=uOe8ndDeveloped a professional portfolio containing creative work samples from collaborations and partnerships with brands like Salomon, TRIB3, Medacs Healthcare, Brave Generation Academy, and Busy Bees.
Some brand efforts included developing campaign concepts, streamlining email marketing funnels, and refining the brand’s visual identity, while others focused on enhancing engagement with the target audience. On the other hand, some strategies focused on retaining talent and attracting international candidates, while others benefited from storytelling strategies for engagement as well as the refining of social media strategy and market penetration tactics.
Applied GTM Strategy: Sports Nutrition Brand Positioning
https://1drv.ms/b/c/a88697ce8a50923a/IQC9GcQXEc-qS4-jCcdwagFBAepxQT15JtlJfU3J0z-6MtU?e=bNDb6A• Entering a highly saturated sports nutrition market with strong incumbent brands and minimal product differentiation leverage
• Category messaging was dominated by repetitive claims around performance, recovery, and strength
• The brand risked becoming indistinguishable without a clear positioning or emotional point of difference
Conducted market and competitor analysis to identify positioning gaps in a saturated sports nutrition category. Developed an identity-led consumer insight framework showing how fitness behavior is driven by self-image and belonging rather than product attributes. Built a full GTM strategy repositioning the brand away from ingredient-led messaging toward transformation, discipline, and identity. Defined messaging architecture, brand narrative, content direction, creator strategy, and community-led growth, supported by a 90-day launch plan.
Created an identity-led GTM framework enabling clear differentiation in a highly saturated category, aligning positioning, messaging, and growth strategy into a cohesive system for scalable market entry and brand building.
Sport Nutrition Category Positioning System
https://1drv.ms/b/c/a88697ce8a50923a/IQDvWXdNo1aRR5cDO0pDJtnNARyhanwYCriAuItT0eX52Vw?e=WugrEAThe sports nutrition category is highly saturated, with brands relying on similar functional claims like protein, recovery, and performance. While products are clear at a functional level, messaging has become highly convergent, making it difficult for brands to achieve meaningful differentiation through features alone.
Developed a positioning system, shifting focus from product features to identity-led brand structure. Mapped category messaging convergence and consumer behavior patterns, then built a framework linking identity, behavior, and product. This created a reusable model for clearer differentiation and more coherent brand positioning.
Improved strategic clarity in a saturated category by defining an identity-led positioning system. Reduced messaging overlap and created a reusable framework linking identity, behavior, and product to support future brand decisions.
Wellness and Fitness Market Growth Insight Report
https://1drv.ms/b/c/a88697ce8a50923a/IQDNA2C-r7L_TYe5vg4sx7OWAfDEYNnD05YgO0Dpf2_xPZA?e=d0BVLH- 12 — Wellness and fitness markets analyzed across key global regions
- 30+ — Generated Structured Insights Across Trends, Competition, and Growth Drivers.
The wellness and fitness market is expanding rapidly, but insights are fragmented across regions, reports, and trends. The challenge was to consolidate scattered information into a structured, comparative view of market dynamics, growth drivers, and emerging opportunities across key global regions.
Conducted structured market research across major regions, synthesizing fragmented data on trends, consumer behavior, and competitive dynamics. Organized insights into a clear framework highlighting growth drivers, regional differences, and strategic opportunities in the wellness and fitness sector.
Delivered a structured multi-region view of wellness and fitness markets, clarifying growth drivers, competitive dynamics, and opportunities to support strategic positioning and market entry decisions.
Medacs Healthcare Middle East International Candidate Brochure
https://1drv.ms/b/s!AjqSUIrOl4aop34V73A3KMvBBJO1?e=c3ERpACreated and developed a candidate brochure for the Middle East as part of the international marketing strategy for onboarding new doctors, nurses, and health professionals interested in jobs in the Middle East.
As part of my work leading the design and production of the company’s international visual identity and global marketing strategy for candidate attraction and retention, I created a successful and effective brochure for all healthcare professionals relocating to the Middle East with Medacs Healthcare.
Medacs Healthcare International Candidate Brochure
https://1drv.ms/b/s!AjqSUIrOl4aopiyOf5V07EcWg3qkCreated high-quality, creative, and optimized brochures as part of the international candidates' onboarding materials.
This project involved creating brochures as onboarding materials for international healthcare professionals hired to relocate to the UK and work for the NHS. It was part of my involvement in directing the company’s international visual identity and communication, ensuring alignment with global business objectives for candidate attraction and retention.
TRIB3 Fitness Marketing Plan
https://1drv.ms/f/s!AjqSUIrOl4aop3d9VwkHTrjrc1Kb?e=DLoxZNSuccessfully increased TRIB3's membership retention rate by 25% in Q1 2024 through targeted campaigns, engaging content, and innovative fitness experiences tailored to Millennials.
Created and developed a marketing plan designed to target Millennials, emphasizing innovative fitness experiences. It outlined strategies for audience engagement, campaign messaging, content creation, and budget allocation, aiming to boost membership retention and acquisition.
Salomon’s OUTline Women’s Adventure Competition 2019 – Winner
https://nouw.com/simplymariana/salomon-outline-womens-adventure---any-p-35965687- 6% — Engagement Rate on Sponsored Blog Content
- 4% — Click-through Rate to Salomon Website
- 32% — Increase in Campaign Traffic
Salomon needed to connect authentically with female outdoor enthusiasts and increase consideration for its Outline Women’s Adventure initiative. Previous branded content generated awareness but lacked strong engagement and click-through performance. The goal was to create inspiring storytelling that built trust while driving measurable traffic to product pages.
I created a 1st-person, experience-driven blog post documenting the adventure, blending authentic storytelling with strategic product integration and optimized calls-to-action. The content focused on empowerment, community, and performance, aligning with Salomon’s brand values while naturally guiding readers toward the website.
Increased traffic by 32% vs. the monthly average, achieved a 6% engagement rate, and a 4% click-through rate to Salomon’s website. Strengthened brand trust with my audience and positioned myself as a credible partner for lifestyle/outdoor brands.
Education
Post Graduation in Sound Engineering and Vocal Studies
London Music School - London
Master's Degree in Digital Marketing
Catholic University of Portugal - Lisbon, Portugal
Bachelor's Degree in Digital Marketing
Catholic University of Portugal - Lisbon. Portugal
Certifications
Go-To-Market Strategy Course
Elevify
AI and Digital Marketing Trends
Generative AI for Digital Marketers
Conversion Optimization Certification
Google Analytics Certification
Google Ads Creative Certification
Online Marketing Fundamentals
eMarketing Institute
Digital Advertising Certified
HubSpot Academy
Growth-driven Design Certified
HubSpot Academy
Email Marketing Certified
HubSpot Academy
Skills
Core
Digital Marketing Strategy, Social Media Management, Paid Advertising, Lead Generation, B2C Marketing, Content Creation, Brand Marketing, Conversion Rate Optimization (CRO), Copywriting, Digital Marketing, Email Marketing, Email Marketing Automation, Social Media Content, Organic Social Media, Funnel Marketing, Pay-per-Click (PPC), Campaign Management, Marketing, Digital Advertising, LinkedIn Ads, Google Ads, Branding, Social Media, Facebook Ads, Web Marketing, Ad Design, Search Engine Marketing (SEM), Performance Marketing, Content Strategy, Content Marketing, Content, Marketing Automation, Social Media Marketing (SMM), Go-to-market (GTM) Strategy, Inbound Marketing, Writing & Editing, Search Engine Optimization (SEO), Marketing Analytics, Landing Pages, Marketing Strategy, Brand Strategy, Funnel Optimization, Social Media Strategy, Chief Marketing Officer (CMO), Digital Campaigns, Marketing Leadership, Product Positioning, LinkedIn Marketing, Google Paid Ads, Market Research & Analysis, Social Media Analytics, Sales, Audience Targeting, SEO Marketing, Social Media Platforms, Channel Strategy, Growth Hacking, Instagram Growth, Influencer Marketing, Instagram Marketing, Social Media Campaigns, Omnichannel Marketing, Experiential Marketing, Entertainment Marketing, Affiliate Marketing, Audience Engagement, Social Media Advertising, Public Relations (PR), Content Marketing Strategy, Social Media Posting, Marketing Communications (MarCom), Marketing Campaigns, Video Ads, Product Marketing, Strategic Marketing, Mobile Marketing, Content Operations, Metadata, Marketing Operations, Marketing Research & Analysis, Account-based Marketing (ABM), Marketing Collateral Development, SEO Tools, A/B Testing, Creative Advertising, Ads, Blogging, Marketing Budgeting, SEO Content, SEO Keyword Research, Infographics, TikTok Ads, Email Campaigns, Reddit Ads, X (formerly Twitter) Ads, TikTok Marketing, Ad Campaigns, Media Buying, Email Automation, Google Tag Manager, Community Management, Online Marketing, Pinterest Marketing, App Store Optimization (ASO), Brand Activation, Customer Segmentation
Platforms & Tools
CRM Systems, Adobe Creative Suite, Yoast SEO, HubSpot, Google Analytics, Canva, Instagram Ads, Facebook Ads Manager, Google Business Profile, TikTok, Linkedln, Zoho, Meta Platform, Google My Business, Mailchimp, Content Management Systems (CMS), X (formerly Twitter) Marketing, Google Analytics 4 (GA4), Claude, Mobile Platforms, Monday.com, LinkedIn Profiles, Klaviyo, Content Marketing Platforms, Adobe Suite, Looker Studio
Business Models
B2C, B2B, Business to Business (B2B), Software as a Service (SaaS), SaaS
Technical
Direct Response Marketing, Google Search Console
Other
Campaigns, Brand Identity, Hootsuite, CorelDRAW, Dot Digital, Creative Design, Customer Journey Optimization, Organic Content Marketing, International Marketing, Content Writing, Market Research, Digital Branding, Web Analytics, Paid and Organic Strategy, Brand Awareness, Blog Posting, WordPress, Graphic Design, Storytelling, Sales Communication, B2B Marketing, Website Optimization, Campaign Planning, Brand Development, Meta Ads, Digital Newsletters, Blogs, Communication Strategy, Data Analysis, Newsletters, Digital Strategy, Brand Management, Digital Brand Identity, Customer Journey, Paid Media, Project Management, Content Management, Design Thinking, Growth Strategy, Business Development, B2B Lead Generation, Market Assessment, Customer Lifetime Value (CLV), Customer Retention, Customer Relationship Management (CRM), Instagram, Manuals & Documentation, Digital Media, Growth Marketing, Product Management, Business Strategy, Startup Marketing, Strategy, Scaling, Customer Acquisition, Proofreading, Healthcare, Email Marketing Strategy, Video Editing, Buyer Personas, Competitor Analysis & Profiling, Data Collection, Copy Editing, Technical Writing, Article Writing, Go-to-market Plans, SEO Writing, Social Media Content Writing, Web Content, Facebook, YouTube, X (formerly Twitter), Event Planning, Ad Optimization, Advertising, Creativity, Recruitment, Talent Attraction & Retention, Engagement Strategy, SEO Copywriting, Personal Branding, Psychology & Mental Health, Performance Analysis, Campaign Design, Marketing Metrics, Creative Production, Creative Direction, Creative Strategy, Creative Writing, Digital Creative Direction, British English, Direct Marketing, Health & Wellness, Sports, Wellness, Partnerships, Market Entry, Launch Strategy, Startups, Zoho CRM, Key Performance Indicators (KPIs), Performance Metrics, Documentation, Re-targeting, Voice Over, Budget Management, Videos, Social Media Video Marketing, Video Scripts, Video Marketing, Email Content, D2C Branding Strategy, Audits, Startup Consulting, Early-stage Startups, Lifecycle Marketing, Brand Positioning, Customer Journey Design, Data Processing, Marketing Reports, Reporting & Dashboards, Performance Reports, Review Management, Brand positioning, Audience Analysis, Data Analytics (Marketing), Surveys, Product Development, Marketing Agencies, Promotional Videos, Exercise & Fitness, Fitness, Health, Healthtech, Editorials, Ghostwriting, White Papers, Product Launch, Product-led Growth (PLG), Community Growth, Naming, Brand Guidelines, Case Studies, User-generated Content (UGC), Product Strategy, Sales Enablement, Customer Service, GoHighLevel, Fractional CMO, Marketing Channel Strategy, B2B Partnerships, Awareness Campaigns, Brand Voice, Digital Asset Management, Taxonomy, Conversion, Growth, Direct Response, Market Opportunity Analysis, Marketing Plans, Referral Programs, Marketing Programs, Referrals, Concepting, Research, Creative Concept Development, Customer Acquisition Cost (CAC), Affiliate Management, Affiliate Programs, Lifetime Value (LTV), LinkedIn, Go-to-market Execution, Positioning, Messaging, Higher Education, Corporate Culture, Marketing Management, Airtable, Podcast Marketing, Analytics, Market & Competitive Analysis, Content Calendar Management, Market Insights, Demand Generation, eCommerce, Content Optimization, Scripting, Business Proposals, Pitch Decks, Pitch Presentations, Nutrition & Supplements, Education, Writing, Social Media Copywriting, Email Design, Webinars, Content Production, User Retention, Design, Photography, Brand Building, Crisis Communication, Crisis Management, Market Segmentation, Communication, Corporate Branding, Brochures, Team Leadership, Automation, Press Releases, Events, Stakeholder Management, Asset Management, Healthcare Services, Value Proposition, Web Design, Consulting, Product Growth, Growth Strategy Consultants, Brand Books, AI Social Media Content Creation, Data Analytics, Cartoon Animation, Singing, Community Development, Reddit Marketing, Campaign Optimization, Competitive Analysis, reporting tools, Thought Leadership, Community, Fashion, Workflow Automation, Campaign Execution, Sales Funnel, Data-driven Decision-making, Telecom Sales, Channel Management, Partnership Marketing, eCommerce Growth, Mobile Apps, Marketplaces, Mobile User Acquisition, Geofencing & Geotargeting, Relationship Based Networking, PPC Campaign Management, Real Estate, Landing Page Optimization, Rebranding, Generative Engine Optimization (GEO), Sprout Social, AI for Marketing, Artificial Intelligence (AI), Food & Beverage, Luxury Industry, Proposals, Request for Proposal (RFP), HubSpot CRM, Sales Strategy, Brand Repositioning, Education Technology (Edtech), Creative Operations & Leadership, User Psychology, User Behavior, Behavioral Science, Multichannel Content Strategy, YouTube Marketing, Outbound Marketing, LinkedIn Sales Navigator, Partnership Management, Psychology, Client Management, Email Template Design, Competition Research, Pricing Strategy, CMS, AI Product Strategy, Integrated Marketing Strategy, Auditing, Landing Page Design, Team Management, Lead Magnet, Video Production, International Relations, Website Management, Event Marketing, Expansion Strategy, Audience Segmentation, Sales Pipelines, Journey Based Advertising, Advertising Copy, Meta Business Suite, Paid Search, Websites, User Research, Health Communication, Brochure Design, Social Sciences, Cross-channel Marketing, Visual Storytelling, KPI Frameworks, Customer Acquisition Strategy, Strategic Partnerships, Budget Forecasting & Revenue Projections, Journey Mapping, buyer personas, Zapier, RFPs, Social Listening, Feature Writing, Training & Training Content Development, Content-first Design & Development, Website Copywriting, Direct to Consumer (D2C), API Integration, Localization Strategy, Real Estate Marketing, Music Promotion, Harmony & Theory, Music Production, Musical Performance, Direct Mail, Brand Systems, Brand Architecture, Consumer Insights, Strategic Planning & Execution, Industry Analysis, Audience Retention, Voice Acting, Character Development, Acting, Vocal Performance, Voice Direction, Public Speaking, Audio Recording, Positioning strategy, Buyer Persona Development, Subscriptions, AI Content Creation, AI Tools, Vendor Management, Clay, Financial Services, CapCut, Consumer Behavior, Agency Relationship Management (ARM), Regulatory Compliance
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