Growth Marketing | Demand Generation | Acquisition | Performance Marketing

👋 Hi, I’m Samuel!

🎯 I’m a Performance Marketing Manager with a strong background in scaling digital growth for B2B and e-commerce brands across Brazil, Europe, and the US. Over 10 years, I’ve managed multi-channel paid media strategies that drove lead generation, boosted ROI, and opened new international markets.

🚀 Some highlights from my Performance Marketing journey so far:
➜ Managed over $100k in monthly ad spend across Google, Meta, LinkedIn, and Amazon Ads while maintaining an average ROAS of 6+.
➜ Generated over +50k of leads in B2B campaigns with +$10M in revenue growth.
➜ Led and directed teams to launch powerful campaigns that achieved six-figure revenue growth.
➜ Led international expansion campaigns that delivered 100% revenue growth across Portugal, Spain, and the USA.

🛠️ Platforms & tools I work with: Google Ads | Meta Ads | LinkedIn Ads | Amazon Ads | HubSpot | Google Analytics | Looker Studio | Google Tag Manager | ActiveCampaign | SEMRush | Stape.io

🎓 I hold a Master’s in Big Data Applied to Marketing from ESPM, where I focused on combining analytics with creative strategy to drive measurable business results.

💪 Key strengths: Performance Marketing | Lead Generation | Growth Strategy | Campaign Optimization | Paid Media Management | International Expansion | Data Analytics

📍 Currently based in Brazil, working remotely, and open to global opportunities where I can help brands grow smarter and faster through data-driven marketing.

✨ Let’s connect! I’m always open to exchanging ideas, sharing insights, or exploring how I can help your business scale through performance-driven marketing.

Samuel Ribeiro

Tera

Chief Revenue Officer (CRO)

Fluency Academy

Led Fluency Academy’s marketing organization, integrating branding, creators, CRM, and organic channels to drive sustainable growth and position the brand as a leading edtech reference in Brazil.

Diretora de marketing

Led customer retention, revenue expansion, and LTV optimization strategies, redesigning customer journeys for activation, adoption, renewal, and upsell through cross-sell initiatives, referral programs, and cohort-based personalization.

Key Achievements:

-  +40% growth in revenue from existing customers through retention and upsell strategies.
- Implemented Salesforce (Marketing Cloud & Sales Cloud) to automate customer lifecycle journeys.
- Developed churn prediction models, enabling proactive retention actions.
-  +200% increase in new opportunities from reactivated dormant leads with optimized acquisition costs.

Head of Growth

Responsible for launching and scaling Fluency Academy’s live conversation platform, overseeing the entire go-to-market strategy and aligning product, technology, marketing, and operations.

Key Achievements:

-  30,000+ accounts created in 6 months through cross-sell and upsell strategies.
- Built a teacher supply of 120+ professionals across Latin America.
- Designed and executed pricing strategies for monetization, maximizing contribution margin and net revenue per student.
- Delivered 4.8+ star ratings across thousands of classes.

Platform Manager

Grão Direto

Led growth strategy, B2B sales architecture, marketplace expansion, performance marketing, and brand positioning for one of Latin America’s leading agtech platforms.

Key Achievements:

- Scaled the marketplace user base from 20,000 to 200,000 active users, driving liquidity and engagement across buyers and sellers.
- Expanded marketplace operations, integrating cooperatives, resellers, and corporate partners to increase transaction volume and coverage.
- Implemented CRM, MMP, and lead scoring models, optimizing acquisition, activation, and retention funnels for both supply and demand sides.
- Increased B2B pipeline by 200%, creating a structured sales framework and new playbooks for SMBs, traders, and enterprise accounts.
- Drove monetization and pricing strategies for marketplace offerings, ensuring margin efficiency and sustainable revenue growth.

Park Education

Led the entire franchise network operations, overseeing the end-to-end customer journey for both B2C (students) and B2B (franchisees), from lead acquisition to retention and revenue expansion.

Key Achievements:

- Directed commercial, operations, and expansion strategies, managing Customer Success, B2B and B2C Sales, and franchise growth initiatives.
- Migrated the entire network to an online model during the pandemic, ensuring business continuity and operational efficiency through contract renegotiation and financial restructuring.
- Designed and executed the franchise revenue engine, building a specialized team of SDRs, BDRs, and closers to scale acquisition efforts.
- Developed multi-channel marketing campaigns to attract new franchisees, optimizing CAC and maximizing LTV.
- Implemented pricing and revenue models for recurring B2C sales and B2B partnerships, ensuring profitability and scalability.
- Delivered predictable growth through a data-driven approach, aligning expansion, sales, and operational strategies.

Chief Revenue Officer

Responsible for national growth strategy and expansion of the franchise network, ensuring scalability and operational excellence across all units.

Key Achievements:

- Scaled the network from 30 to 120 franchise units in just 3 years, positioning the brand as one of the fastest-growing education networks in Brazil.
- Managed the full expansion lifecycle: lead generation, negotiation, contract closing, site feasibility analysis, and onboarding.
- Built and optimized the franchise sales machine, defining structured processes and KPIs to accelerate franchise acquisition.
- Developed standardized operational playbooks to ensure brand consistency and profitability across the network.

Head of Expansion 

Led commercial strategy, sales processes, and marketing campaigns for the franchise network, driving revenue growth and operational alignment.

Key Achievements:

- Delivered +200% growth in student enrollment through integrated marketing and sales campaigns.
- Created and implemented the commercial playbook, establishing processes for lead qualification, sales cadence, and closing strategies.
- Executed performance-driven marketing campaigns, generating predictable revenue and improving conversion rates.

Head Of Sales Operations

MoveEdu

Held full responsibility for the regional development and growth of one of Brazil’s largest education franchise groups, including Prepara Cursos, EnglishTalk, Pingos English, and EnsinaMais.

Key Achievements:

- Commercialized over 100 franchise units nationwide, including 53 units in the Triângulo Mineiro region, with 20+ units in simultaneous operation.
- Directed regional expansion and operational performance, ensuring excellence in commercial, pedagogical, and financial results.
- Managed the end-to-end franchise development process: site analysis, implementation planning, pre-opening support, and post-launch operational guidance.
- Designed and executed sales and marketing strategies to attract new franchisees and students, ensuring strong market penetration and brand presence.
- Delivered sustainable and profitable growth, establishing the Triângulo Mineiro as one of the top-performing regions within the network.

Master Franchisee 

Centro Universitário Presidente Antônio Carlos - UNIPAC

Served as professor and researcher in Education and Educational Technology, teaching and mentoring postgraduate students in teacher training programs with a focus on management, psychopedagogy, and inclusion.

Key Responsibilities and Courses Taught:

- Delivered advanced courses on Education, Development, and Learning grounded in theories by Piaget, Vygotsky, and Wallon.
- Taught Emerging Educational Technologies, Assistive Technology, and Policies, Planning, and Educational Management.
- Conducted research on educational innovation, digital tools for learning, and inclusive practices, integrating technology into pedagogical strategies.

Professor & Researcher 

UFU - Universidade Federal de Uberlândia

Worked as a professor and researcher in Basic Education and Psychopedagogy, and served as a teacher educator in Pedagogy and Psychology degree programs.

Main Contributions:

- Developed and taught courses in teaching methodologies, educational psychology, and psychopedagogy.
- Participated in research projects focused on teacher training, learning processes, and inclusive education policies.

Algar Telecom

Responsible for leading and motivating a high-performance sales team, ensuring achievement of targets and business growth through effective sales strategies and partner development.

Key Responsibilities and Achievements:

- Monitored and analyzed team performance and KPIs, implementing strategies to increase conversion rates and revenue.
- Developed and executed sales forecasts and pipeline management to ensure sustainable growth.
- Identified and onboarded new business partners, expanding market reach and enhancing sales opportunities.
- Conducted B2C sales via call center, ensuring quality customer experience and meeting aggressive sales targets.
- Trained and coached team members to improve sales skills, customer relationship management, and closing techniques.

Sales Team Leader

Head of Growth | Customer retention and customer lifetime value

I am a growth-driven executive with extensive experience in business expansion, customer retention, and revenue optimization, operating at the intersection of marketing, sales, operations, and technology to scale businesses sustainably.

With over 10 years in edtech, franchising, and agtech, I have led transformations that connected data, product, and customer experience, delivering predictable revenue, higher LTV, and operational efficiency.

My work has driven 40% revenue growth from existing customers, expanded franchise networks from 30 to 120 units, boosted B2B sales by 200%, and scaled digital platforms to over 200,000 active users, with strong expertise in pricing strategies, cohort personalization, and churn prediction.

I have built and led high-performance, cross-functional teams, fostering a culture of innovation, data-driven experimentation, and scalable results. Additionally, I implemented Salesforce (Marketing Cloud & Sales Cloud), developed lifecycle and CRM automation strategies, and unlocked 200% growth in new opportunities from dormant leads.

I’m passionate about growth, technology, and people, and I believe that data, combined with creativity, is the key to driving impact, scaling revenue, and building customer loyalty.

taplio

The Battle

Samuel Ribeiro

Thalita Moreno Tomé

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