MiD I Conteúdo autêntico e original em discussão

Um hub de conteúdo e discussões entre marketing, cx, vendas, negócios.

Casa de um solução que transforma webinars, talks, podcasts e eventos em conteúdos para impulsionar a receita do seu negócio.

Co-Founder

RevGenius

RevGenius is an online community for sales, marketing, rev-ops, and customer success professionals. We offer an inclusive space to learn, share, and bond over the revenue industry experience.​

Member

Opental (EaaS)

Insider Founding Member

Marketing is Dead! I Newsletter

Uma newsletter de negócios para profissionais de Marketing, CX, Branding, donos e times de negócios. Uma newsletter semanal com conselhos, observações e inspiração relacionados a facilitar o consumo de marcas, produtos e serviços. Especialmente relevante para profissionais marketing que querem entender como extrair mais valor estratégico e ter mais resultados profissionais e nos negócios.

Founder, Curator & Editor

The Future of Transformation

Modelagem de negócio, parcerias institucionais;

Co-Host do podcast do portal.

Business Inteligence

Co-Host do podcast que explora iniciativas e mindsets de estratégias com líderes e nomes que influenciam o mercado em processos de transformação.

Podcast Co-Host

Empiricus

●	Coordenação e desenvolvimento das estratégias de Inbound dos produtos Empiricus/Vitreo nos portais Seu Dinheiro, Money Times, Crypto Times e Agro Times com mais de 22Milhões de pageviews/mensal, reportando diretamente para os Diretores e Sócios;
●	Responsável pela gestão de performance, criando e implementando ferramenta de suporte para personalizar e otimizar a performance, aumentando mais de 30% nos indicadores de CTR e Viewability, nos 3 primeiros meses para os clientes;
●	Intersecção com os clientes internos (Empiricus e Vitreo), gerindo a estratégia do marketing digital e de performance dos produtos nos portais.

Coordenador de marketing e Operações Portais:  Money Times, Seu Dinheiro, Crypto Times, Agro Times

Money Times

Coordenação e desenvolvimento das estratégias de Inbound dos produtos Empiricus/Vitreo nos portais Money Times, Crypto Times e Agro Times;

Coordenação da comunicação entre áreas parceiras para a execução conjunta das ações de publicidade, conteúdo e editorial;

Atuação estratégica, analítica e estrutural na gestão de mídias e e-mail marketing, garantindo a melhor performance e qualidade na entrega de campanhas externas para os clientes, além do gerenciamento das estratégias para geração de leads;

Responsável pela gestão de tráfego orgânico (DSP, DMP), análise e geração de insights e relatórios a partir de dados de performance (GA, GAM, DMP);

Gestão e planejamento de redes sociais (Facebook, Twitter, Instagram, Youtube), ações de engajamento e interações;

Planejamento de ações e revisão de conteúdo aplicando estratégias de marketing de conteúdo, para melhorias na visibilidade da marca;

Liderança estratégica no lançamento do portal Crypto Times, criação de podcast e projetos especiais relevantes.

Coordenador de Marketing e Operações

Especialista de Marketing e Operações

14BIZ - Empreendedores de propósito

Fundador da consultoria de Business design com metodologia própria para MEs e MEis da economia criativa;

Liderança no projeto de transformação de gestão ágil da GCT Soluções em saúde para automatizar processos e otimizar o controle de tarefas entre alta gestão e líderes de equipe, impactando na gestão de indicadores e comunicação entre squads;

Liderança do redesenho do modelo de negócios do Pandoala Estúdio, especializada em exposições e projetos culturais nacionais e internacionais, que estava com déficit de geração de receita e oferta para novos mercados, entregando novas linhas de receita e posicionamento.


Competências: Business Design, Design de serviços, Design Thinking, Design Sprint, Storytelling, Metodologias ágeis, Gestão de projetos, Coaching, Mentoria, Workshops

Founder and Design Manager

Histórias da Malu

Projetos de foto e vídeo a partir de brieifings para o desenho de roteiros alinhados com as histórias das pessoas envolvidas - Casamentos, Gravides, Momentos Familiares.

Posicionamento: Fotografia e vídeo com propósito.

A vida já nos é complexa e tão cheia de preocupações que as vezes esquecemos que a alegria está nas coisas simples. Foi assim que criamos a Ma.Lu, com esse olhar para as coisas simples da vida.

Entendemos que a vida pode ser muito melhor do que como as vezes a vivemos, ela é feita de fases e como em um ciclo tem seus melhores momentos como quando nascemos e somos seres tão indefesos e perfeitos quanto nos é permitido - click - enquanto bêbes não temos memórias disso, então crescemos e ainda criança aprendemos a falar e conhecer nosso mundo com um olhar único, onde tudo é novo e tudo é tão bonito - click - alguns anos mais passam e ficamos um pouco mais maduros e de vez em quando sérios demais mas nos encontramos - click - nosso mundo já faz sentido e nos permitimos encontrar alguém faz com que olhemos o mundo com aquele olhar único novamente, onde tudo parece novo e tão bonito. - click -  É dai que o nosso ciclo fecha e dá espaço para outro tão indefeso e perfeito quando imaginávamos que éramos. - click -
 
Em cada um destes momentos existem laços invisíveis que compõe os elementos para uma história única. Assim como nós não nos esquecemos dos nosso momentos e histórias queriamos também que as histórias e os laços invisíveis de cada um não fossem esquecidos por ninguém e que pudessem ser recontados. O melhor jeito que conhecemos para isso é contar estas histórias capturando e registrando cada momento. A Ma.Lu é o jeito que encontramos de não esquecer como o mundo pode ser mais simples e bonito e isso graças as histórias e os momentos de cada um.

Co-Founder e Fotógrafo

Itau-Unibanco

Responsável pelo desenvolvimento e acompanhamento de soluções e ferramentas em projetos de inovação para agências físicas e serviços do segmento de varejo e construções de apresentações dos projetos e eventos institucionais de pequeno e grande escalão;

Liderança no projeto de redesenho das literais das faturas do varejo Itaú-Unibanco, para sanar o que onerar excessivamente o canal de atendimento, com foco na redução percentual de ligações telefônicas;

Responsável pelo processo de prototipação de projetos de inovação.

Competências: Design Thinking, Design gráfico, Storytelling, Gestão de projetos, Gamefication, Research

Analista de Inovação

Education and perspective are key to generating value in any field. As a professional with over 10 years of experience in Design, Marketing, and Innovation, I have worked for companies across different industries, including Itaú-Unibanco, Museu de Arte Moderna de São Paulo, and Money Times/Empiricus. I have also founded a consultancy firm dedicated to helping SMEs and MEIs in the creative economy market.

With a degree in Advertising from Mackenzie University, an MBA in Design Management from Belas Artes in São Paulo, and a specialization in Innovation Management from ESPM, I have acquired a range of skills in team and solution development. I am committed to using critical thinking in problem-solving, collaborating across networks, and leading through influence, agility, and adaptability, initiative, and entrepreneurship, communication, and effective listening.

Throughout my career, I have collaborated on projects with different business profiles, adding multidisciplinary skills along the way. I have also mediated teams and developed people to achieve performance through engagement.

Some of my notable cases include:

- Defining and launching strategies for the CryptoTimes portal and the CryptoStorm podcast, as well as for the Money Times App and Alexa's skill. I have also created special projects such as Be-a-bá (ABC) Crypto and Crypto Quarantine.
- Creating a tool that improves the management of performance prediction in Google AD manager campaigns based on real-time data and analysis of ad units, delivering greater inventory control and predictability in CTR and Viewability indicators.
- Leading the redesign of the MAM-SP membership program based on service design methodologies.
- Leading the redesign of the literals of Itaú-Unibanco retail invoices that excessively burdened the contact center channels.
- leading the process automation project at GCT Health Solutions, which aims to automate processes and optimize task control between senior management and team leaders.
- Leading the redesign of the business model of Pandoala Estúdio, which specializes in national and international exhibitions and cultural projects.

Lucas Röttgering

⭕ O Compilado ed. 103: como dados, IA e maturidade do mercado estão redefinindo as decisões de marketing em 2025

Leia a edição completa com mais de 20 indicações de conteúdos no seu e-mail toda segunda em: https://lnkd.in/d3ucbAZr

Sua opinews semanal de marketing.

Opiniões de colegas da rede sobre esses temas que foram recorrentes no feed e que merecem nossa atenção.

➡ SOBRE DADOS, MÉTRICAS E DECISÕES ESTRATÉGICAS

Padrões explicam. Estratégias decidem.

A matemática pode mostrar estes padrões, mas cabe a nós decidir o caminho. 

Neste bloco, os conteúdos provocam sobre dados não apenas como espelho, mas como a base da construção da estratégia. 

🔸 Share of Search como vantagem estratégica, por Liam Moroney

“Using market proxies like Share of Search, we can create detailed and defensible narratives about whether or not we are positioned to succeed in those conditions.”

Em: https://lnkd.in/d2Gc_xAU

🔸 O modelo que parece mágica, mas é só matemática, por Ben Scandlen

“The NBD–Dirichlet shows you the shape of the noise, but it doesn’t show you the strategy.”

Em: https://lnkd.in/d_xTvpcM

🔸 Você provavelmente está gastando mal seu budget de GTM, por Stephane Maes

“Most of all, you're probably heavily overspending on your GTM motions vs. what they should cost.”

Em: https://lnkd.in/dWMsMMjq

➡ SOBRE A TRANSFORMAÇÃO DIGITAL E O PAPEL DO MARKETING

Quando a tecnologia muda de forma nós precisamos manter a coerência e a conversa.

É possível automatizar quase tudo, mas ainda não dá para terceirizar decisões estratégicas e saber sobre "gente".

Este bloco destaca como a IA, os dados próprios e a regulação estão impactando e moldando o marketing ao mesmo tempo em que também reforçam os fundamentos. 

🔸 IA não substitui marketing. Amplia sua potência, por Marc Binkley

“AI won’t replace marketers. Marketers who use AI will replace marketers.”

Em: https://lnkd.in/dPJSfQE6

🔸 O futuro do crescimento está nos dados próprios, por Ana Mourao

“Third-party data is overrated. Here’s what matters more for sustainable marketing growth.”

Em: https://lnkd.in/d_7ket9P

🔸 Antes de tentar convencer alguém, descubra o que essa pessoa já sabe, por David Costa Lima

“Antes de tentar convencer alguém, descubra o que essa pessoa já sabe.”

Em: https://lnkd.in/dYWmgAt9

--

Apoiando seus resultados, um conteúdo por vez!

The thought leadership ecossytem for B2B brands I Founder and editor at Mid-Hub ! ecossystem I Partner Opental I Host at Marketing is Dead podcast

O Comilado ed. 103 - marketingisdead.com.br

e-Auditoria

Customer and Product Marketing Coordinator

I lead the product marketing strategies for e-Auditoria, collaborating closely with the Head of Marketing and the CEO to ensure compelling product positioning and effective go-to-market strategies. With extensive experience as a Product Marketing Manager, I am driving the continuous development of the Product Marketing department, fostering alignment across Product, Sales, Customer Success, and Marketing teams.

Department Structuring: Developing the Product Marketing function with efficient processes and methodologies, ensuring robust product messaging and positioning.

Cross-Functional Collaboration: Working with cross-functional teams to align strategies with market needs, enabling Sales and Customer Success teams with the right tools and insights.

Team Leadership: Leading and empowering the product marketing team, fostering an environment of continuous learning, innovation, and strong strategic aptitude.

Positioning & Communication: Managing product messaging and communication for e-Auditoria's solutions, ensuring compelling positioning that resonates with target audiences.

Market & Customer Insights: Conducting in-depth market and audience analyses to inform product positioning and marketing campaigns, leveraging customer insights for strategic decision-making.

Competitive Benchmarking: Performing competitive analyses to strengthen e-Auditoria's market position and guide strategic product decisions.

Product Launch & Commercialization: Planning and executing go-to-market strategies to ensure successful product launches, with a focus on commercialization and market adoption.

My problem-solving skills, strong strategic aptitude, and self-managing attitude ensure that e-Auditoria maintains its leadership and continues to innovate in the market.

Product Marketing Manager

Aegro

In my role as Marketing Manager at Aegro, I took charge of leading and restructuring the marketing and communication teams, guiding them through strategic market planning, audience segmentation, and targeted analysis. My focus was on driving brand management, identity development, internal marketing, and product launches, ensuring all initiatives were aligned with the company’s growth objectives.

Key Achievements:
Team Leadership & Restructuring:
Successfully rebuilt the marketing team after a 6-month leadership gap following a layoff. Implemented leadership strategies that fostered collaboration and high performance, revitalizing the team's effectiveness.

Strategic Market Planning:
Led the creation and execution of comprehensive market strategies, including precise market segmentation and target audience analysis. Directed projects related to brand management, portfolio development, internal marketing, and successful product launches.

Demand Generation Transformation:
Spearheaded the shift from a traditional Lead Generation approach to a more focused Demand Generation strategy. Conducted in-depth analysis and redefined Ideal Customer Profiles (ICP), aligning marketing activities with audience needs, resulting in more effective targeting.

Ecosystem Repositioning:
Successfully repositioned the Aegro ecosystem, enhancing its market relevance and competitive edge, which strengthened the brand’s presence and appeal in the market.

Performance Improvement:
Drove a 4.8% increase in new leads, contributing to significant improvements in key metrics, including a 20.88% rise in Net Monthly Recurring Revenue (NMRR) and a 20.64% increase in average ticket size within 8 months. These results were achieved through the implementation of robust demand generation strategies.

Marketing Manager

Trace Finance

As the Marketing Manager at Trace, a platform specializing in international transfers and B2B banking infrastructure for startups, I played a pivotal role in shaping and executing growth strategies, managing data, and overseeing CRM marketing efforts to drive business growth.

Key Responsibilities and Achievements:
Strategic Leadership:
Directed the acquisition strategy, consistently delivering results that fueled business growth. Spearheaded the development of innovative acquisition channels, expanding the customer base through targeted, data-driven approaches.

Market Discovery & Transition to PLG:
Played a critical role in market discovery by conducting market research, running experiments, and developing detailed ICPs/personas. Led the successful transition from Marketing as a Channel (MLG) to Product-Led Growth (PLG), guiding the team through this strategic shift.

Resource Management:
Managed the marketing budget with a focus on maximizing ROI, strategically allocating resources to optimize performance. Played a key role in the business model transition from MLG to PLG, ensuring efficient resource utilization throughout the process.

Documentation & Implementation:
Developed, implemented, and documented clear objectives, projects, and processes to align the team with business goals. Coordinated the launch and phase-out of features, projects, and products, ensuring smooth transitions and continuous alignment with market needs.

Globo

As the Product Owner for GloboAds, I played a crucial role in the development and management of the platform, leveraging my expertise in Scrum and Agile methodologies to drive product success and align with the company’s strategic vision.

Key Responsibilities and Skills:

Agile Leadership:
Utilized deep knowledge of Scrum and Agile methodologies to steer efficient, collaborative product development. Ensured cross-functional team alignment with Agile principles, facilitating adaptive planning and continuous improvement.

Product Development & Strategy:
Guided the evolution of GloboAds by applying robust product development practices, integrating analytic tools to gather insights, refine features, and optimize user experience. Contributed to the platform’s strategic direction, ensuring alignment with business objectives.

Prioritization & Decision-Making:
Expertly prioritized development efforts, aligning with business goals through data-driven decision-making. Ensured that product enhancements met user needs while supporting broader organizational strategies.

User-Centered Design:
Integrated user-centered design principles throughout the product lifecycle, enhancing user satisfaction and platform usability. Focused on creating intuitive, high-quality experiences that resonate with the target audience.

Communication & Collaboration:
Facilitated clear and effective communication across teams and stakeholders, ensuring project alignment and fostering a collaborative environment. Demonstrated strong oral and written communication skills, crucial for managing large, multidisciplinary teams.

Quality Assurance:
Upheld rigorous design quality standards, ensuring that GloboAds maintained its integrity and delivered a superior user experience. Emphasized attention to detail and excellence throughout the development process.

Product Owner

GEN | Grupo Editorial Nacional

Reporting directly to the Marketing Directorate at GEN Group, I held the position of CRM Manager, overseeing the development and execution of comprehensive CRM and Inbound Marketing strategies. Key responsibilities included managing the customer database, enhancing consumer experience, and driving engagement and loyalty through the creation of targeted customer journeys, relationship workflows, and more segmented activation strategies.

Key Responsibilities and Achievements:

CRM and Inbound Marketing Strategy:

Developed and executed the company's CRM and Inbound Marketing strategies, focusing on database management and continuous improvement of the consumer experience.
Created specific customer journeys, relationship workflows, and segmented activation strategies to enhance conversion funnels.
Content Portal Development:

Led the development and implementation of content portals for GEN Group and its editorial sectors (Legal, Health, Business & Management, Exact Sciences, Humanities, and Education).
Data-driven Planning and Execution:

Directly contributed to planning and executing actions for database construction, consumer profile identification, segmentation, historical analysis, and both qualitative and quantitative assessments.
Coordinated the mapping and integration of databases, designed processes, and developed the strategic segmentation plan to capture revenue through CRM, expanding the contact base and automating CRM processes.
Collaboration and Briefing:

Collected briefings from other technical areas of the company for the execution of inbound marketing materials.
Collaborated with other teams on campaign strategies, overseeing the entire implementation process and executing predefined routines for campaign launches.
SEO, SEM, and Content Strategy:

Led the strategy for SEO, SEM, Inbound Marketing, and content creation to enhance the company's online presence.

CRM Manager

Agência HSTK hola + strike

I played a key role in driving exponential growth for clients through the creation and development of Objectives and Key Results (OKRs) and Key Performance Indicators (KPIs).

Key Responsibilities:

OKRs and KPIs Development:

Spearheaded the creation and development of OKRs and KPIs, ensuring a strategic focus on clients' exponential growth.
Comprehensive Channel Management:

Managed all paid and organic acquisition channels through media and inbound marketing strategies.
Oversaw the planning and monitoring of SEO strategies to enhance online visibility.
Strategic Development of Paid Acquisition Channels:

Developed strategic plans for and monitored actions on various paid acquisition channels, including Google Ads, Facebook Ads, Instagram Ads, LinkedIn Ads, Remarketing, Programmatic Media, and other platforms.
Planned and optimized all sales and marketing funnels.
Lead Generation Optimization:

Optimized and monitored metrics related to lead generation, Marketing Qualified Leads (MQLs), Sales Qualified Leads (SQLs), and customers.
Implemented content management strategies for blogs and executed content marketing initiatives.
Marketing Automation and Lead Scoring:

Managed all marketing automation cadences and lead scoring processes.
Conducted technical and commercial training sessions on brand and product positioning and visited clients.
Achievements:

Content Management Strategy:

Successfully implemented a content management strategy for blogs, enhancing the effectiveness of content marketing efforts.
Lead and Sales Funnel Optimization:

Optimized and streamlined lead and sales funnels, contributing to improved conversion rates and overall performance.

My role at HSTK Agency was characterized by a focus on data-driven strategies, channel optimization, and a comprehensive approach to lead generation and client engagement, resulting in tangible and sustained growth for our clients.

Digital Marketing Specialist

Sofar Sounds

Sofar Sounds is an exciting worldwide project that connects music lovers and provides an opportunity to visit secret and intimate gigs all over the world. As a City Leader I am responsible for managing a team of volunteers. Some of the tasks include discovering and booking artists, secure locations, coordinate gigs including all necessary contracts and documents, social media networking,marketing etc.

City Leader Floripa

mobLee

• Prospecting, lead generation, business development and setting appointments for account executives
• Qualify prospects and create Marketing Qualified Leads (MQLs)
• Make a collaborative effort with Sales and Marketing teams to identify new opportunities and grow the business
• Track and manage prospects through our CRM system
• Manage a prospect base consisting of specific target accounts in assigned territory
• Proactively follow up on trade shows, webinars and other marketing campaigns
• Assist Marketing in the development and execution of campaigns
• Ability to speak with high level executives about technology solutions
• Help to influence the lead-to-close revenue by using effective sales messaging
• Ability to overcome objections and effectively articulate a business message

Inteligência Comercial

Soluções de marketing digital para eventos:

• Recepção de leads Inbound via SDR's ativos em MQL's e SQL's;
• Aumentando o leque de oportunidades com pesquisa ativa no LinkedIn em leads com grande potencial;
• Evangelizando através de conteúdo a importância do digital para eventos;
• Trabalhando diretamente no aumento da performance de todo o time de vendas;
• Ajudando a mobLee a aumentar o share de mercado no mercado internacional.
• Venda consultiva do SaaS mobLee.;
• Educar o mercado sobre marketing digital para eventos;
• Compreensão de cenário atual das empresas;
• Identificar os gargalos e as oportunidades nos processos de organização de eventos;
• Estruturação de soluções customizadas;
• Vendas consultivas com alto número de Leads;
• Experiência com forecast e gestão de pipeline em um curto/médio ciclo de vendas;
• Conhecimento em SaaS market;

Inside Sales

RD Station

• Experience with Inside Sales.

•  Working with high-transaction sales (high volume deals). 

•  Expertise on forecasting and pipeline management in short/medium lifecycle deals.

•  Deal with complexity of Brazilian market in a very competitive niche. 

•  Experience with SaaS market and marketing automation.

•  Specialist in Digital Marketing for small and medium business.

•  Specialist in digital marketing strategy for Education Market.

Inbound Sales Representative

Claro Brasil

• Responsible for monitoring trends and competition and definition of marketing strategies, indicating methods and means to be used at every stage of the product life cycle, identifying the best ways to develop new products;

• Experience in the development of the market scenario and market trends, with the general level of demand and price and volume sales, involving the development of strategic analysis of costs, financial / economic simulations , feasibility studies , budgets and investment projects and new businesses;

• Performance monitoring and strategic analysis for new partners abroad from the perspective of new markets and prospecting of possible destinations for Individuals and Corporate clients;

Marketing Analyst

• Negotiation for commercial agreements between the operator and international partners;

• Management for trade agreements between the operator and international partners;

• Responsible fo testing and launchment of new services in International Roaming;

• SIM Cards Control for testing between operators, to technically enable the agreements, enabling mobile network coverage in foreign countries ;

• Updating and management of documents exchanged between carriers following the closure of international agreements;

International Roaming Trainee

Boosting business with sustainably strategic marketing | Product Marketing | Go-To-Market | Positioning

I’m a dynamic Product Marketing Manager with over 10 years of experience in tech companies, specializing in crafting compelling product messaging, positioning, and go-to-market strategies. My career has taken me through diverse roles across sales, marketing, and product management, giving me a holistic view of how cross-functional teams work together to drive revenue and business growth.

My expertise lies in aligning product positioning with customer insights and market needs, always with a focus on creating high-impact marketing campaigns that resonate with target audiences. I excel at product launch and commercialization, enabling sales and customer success teams through well-developed messaging, training materials, and actionable insights. I have successfully led go-to-market strategies for multiple product lines, ensuring alignment with both business objectives and customer expectations.

As a fast learner with strong analytical skills, I continuously measure success by analyzing market trends and competitor data to refine strategies and optimize results. My experience spans B2B SaaS marketing, where I’ve developed a strategic mindset, focusing on sales enablement, partner alliances, and product effectiveness to increase ROI and drive product adoption.

I’m known for my problem-solving skills and self-managing attitude, leading both large and lean teams to success. I thrive in environments where creativity and strategic thinking are essential, and I’m always focused on measuring success and driving continuous improvement. With excellent written and verbal communication skills, I ensure seamless collaboration across cross-functional teams to deliver high-quality assets that contribute to the overall business strategy.

If you're looking for a Product Marketing Manager with proven expertise in software B2B marketing, who understands how to deliver compelling product positioning, analyze market trends, and create results-driven strategies, let’s connect!

taplio

The Battle

Lucas Röttgering

Rubens Ortolani Dias de Melo

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taplio

The Battle

Lucas Röttgering

Rubens Ortolani Dias de Melo

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Lucas Röttgering's LinkedIn Performance

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