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

TOTVS

Employer Branding Specialist

GetNinjas

• Culture: Contributed to the cultural transformation following the company's acquisition, including the creation of a new culture guide and its rollout to employees through internal materials.
• Employer Reputation: Monitored employee sentiment on Glassdoor and combined it with internal data to generate actionable insights that supported organizational improvements.
• Internal Communication: Managed all internal communication channels, including the corporate TV network, ensuring consistent and effective messaging.
• Talent Attraction: Designed and developed resources to enhance the candidate journey and onboarding experience, such as job posting templates, offer letters, benefits decks, welcome kits, and employee badges.
• Events: Supported the organization of internal events, including end-of-year celebrations, All Hands meetings, and monthly happy hours, fostering alignment with company culture and values.
Employee Engagement: Created initiatives to boost internal engagement and recognition, strengthening employee connection to the brand.
• Content Creation: Produced Employer Branding content for LinkedIn and Instagram to enhance talent brand visibility and engagement.

: Key Deliverables ::
• Development of GetNinjas' 1st Culture Code
• Career Portal Overhaul

Employer Branding, Culture, and Internal Communications Specialist

Stone

• Strategy: Developed and led a team of 4 in executing the Employer Brand strategy. Analyzed initiative impact through data, optimizing for ongoing effectiveness;
• Research: Implemented EVP research methodology, aligned with partner departments, and conducted internal/external interviews for key employer brand attributes;
• Content: We generated content on social media platforms LinkedIn and Instagram;
• Events: We sponsored targeted events (tech conferences and university fairs);
• Nurturing: We created email campaigns with segmented content for Stone's talent pool;
• Advocacy: We began the program development and alignment between departments;
• Attraction: We crafted campaigns to attract top-tier candidates into high-demand roles.

:: Main deliveries ::

• Change of vendors resulting in increased quality in deliveries and cost savings of R$ 244,000/annual
• Along with the Marketing team, we took advantage of the Netflix's release "Agent Stone" and launched an on and off campaign to attract Field Sales professionals (Stone's job tittle whose coincidentally has the same name as the film).

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Employer Branding Lead

Nubank

• Content: Led the global technology blog, overseeing the editorial calendar management and collaborating with technical teams for article development and SEO optimization;
• Attraction: Crafted campaigns to attract top-tier candidates into entry-level positions, templates for job postings and end-to-end messaging for recruitment processes;
• Events: Supported in organizing tech events (meetups) and sponsored events.

: Main deliveries ::

• Content strategy highlighting Nubank's Tech narrative and Diversity values;
• Along with the team, we launched 3 major affirmative hiring campaigns (focused on underrepresented groups) and also Nubank's 1st internship program in history;
• Automated dashboards and strategic analysis of all projects I participated in at the company.

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Global Employer Branding Specialist

RD Station

• Nurturing: Implemented (from scratch) the Inbound Recruiting strategy. Analyzed the impact of initiatives through data, optimizing them for ongoing effectiveness;
• Content: Led the Latam technology blog, overseeing the editorial calendar management and collaborating with technical teams for article development and SEO optimization;
• Events: Organized online events (meetups) and sponsored technology conferences;
• Attraction: Crafted templates for job postings, offer letters, and sourcing messages;
• Advocacy: Supported the employee referral program and managed the Glassdoor profile.

:: Main deliveries :: 

• Tech Content: blog's visits increased by 30%, only with organic actions;
• Offer Letter template: improvement in the offer acceptance of 22pp in the Tech squad and 12pp in Business;
• Nurturing: increased by +31% lead engagement rate (people opening communications via email), in addition to the generation of new applies and hires through this channel;
• Engineering Landing Page: increased by 8% the candidates conversion from 'Phone Screening' to 'Challenge Review' stage

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LatAm Employer Branding Specialist

unico IDTech

• Research: Implemented the EVP and Persona research methodology, aligned the project with partner areas, conducted internal/external interviews and created the final report;
• Advocacy: Developed (from scratch) the employee ambassador program;
• Content: Led content creation for the technology blog (Medium), social media platforms (LinkedIn and Instagram) and the refactoring of the candidate career page;
• Nurturing: Implemented (from scratch) the Inbound Recruiting strategy.Analyzed the impact of initiatives through data, optimizing them for ongoing effectiveness;
• Events: Organized meetups and sponsored tech events to boost brand visibility;
• Attraction: Crafted campaigns to attract top-tier candidates into tech positions, templates for job postings, offer letters and end-to-end messaging for HR processes.

:: Main deliveries ::

• Definition of Engineering Hiring Persona: Deliver in-depth study with 23 software developers, for better clarity of channels, approach and engagement actions (+10 hours of focus group interviews);
• Identification of EVP (Employee Value Proposition): Deliver a study with 70 professionals internal and external to the company, for greater clarity of true, relevant and unique employer brand attributes;
• Creation of the Ambassador Program: Deliver the program running end-to-end, from contracting and implementing the platform, to the tactical plan of challenges and rewards.
• Creation of Career Website: Deliver a new page made from scratch, reflecting not only the company's EVP, but also attention to the user's usability and accessibility.

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Sr. Employer Branding Analyst

VAGAS.com

• Managed of followers on Facebook, Twitter, LinkedIn, Instagram, Youtube and targeted groups;
• Editorial calendar planning, defining topics, and content production;
• Humanized interaction, moderation, and classification of comments by sentiment and topic;
• Creation and optimization of sponsored ads (social ads) on Facebook, Instagram, and LinkedIn;
• Monitored brand health and social listening opportunities;
• Performance metric analysis, report creation and presentations.


:: Main Achievements ::

• Development of social media strategy aligned with company objectives. Results:
   - 4x organic results in 3 years (from 19M to 81M impressions; from 472k to 2M engagements);
   - saved R$ 120,000/year in paid media costs to boost the social media posts.
• Idea and execution of career-focused live streams on Facebook (industry pioneers). Results:
   - videos with +487k views on Youtube and +138k on Facebook;
   - generated over R$ 70,000 with merchandising (publi).

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Sr. Social Media Analyst (Community Manager)

• Restructured and expanded the department’s scope (from Internal Communication to Internal Marketing);
• Developed content for internal email marketing;
• Created internal campaigns to promote events, commemorative dates, Strategic Planning, etc.;
• Developed VAGAS' job ads (for internal and external recruitment).

:: Main Achievements ::

• Created the Newsletter ("Quentinhas"), quickly informing the company's latest news;
• Internal online and offline actions, like "#souVAGAS mug", "Mapa 1 ano", "Internal marketing: circulating information", "Kids Day quiz", "1st Happy Hour of Celebration");
• Submitted more than 15 satisfaction surveys for campaign evaluations (score 97%);
• Created and led the "Happy Birthday Committee" to manage monthly internal events.

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Sr. Internal Communications Analyst

• Reformulated the commercial portfolio and developed sales material;
• Employer Branding initiatives for VAGAS - interface with HR, media, design and communication;
• Managed employer health and company review channels (Love Mondays, 99jobs, Indeed);
• Analyzed low performance job ads and created reports for clients.

:: Main Achievements ::

• Created standard job templates for Magazine Luiza and VAGAS.com (content);
• Reformulated onboarding process material for VAGAS' new employees (content);
• VAGAS' job opportunities campaigns to attract applicants (internal and external).

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Mid. Employer Branding Analyst

• Developed analyses and insights for VAGAS' resume database (more of 14MM);
• Interfaced with the database (DBA) team to create and extract reports;
• Participated in career events/fairs and email marketing campaigns with the mailing.

:: Main Achievements ::

• "Noodles" project: together with a developer, we created a platform that quickly generated reports based on the entering  of variable fields; 
• "Critical job ads" project: developed a KPI and report showing job ads with low performance.

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Mid. Marketing Analyst - User Acquisition

• Developed dynamic reports for the active analysis of partnerships.
• Promoted the growth in active partnerships to VAGAS' clients (HR).

:: Main Achievements ::

• Discontinued  50% of VAGAS's partnerships after an inactivity analysis, keeping the same monthly growth in the number of new resumes and improving the efficiency of the partnership relationship team;
• Analyzed products and documentation for the software redesign.

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Jr. Marketing Analyst - University Partnerships

Monster Worldwide

• Developed marketing management reports and reported to the Latam director;
• Analyzed the company's social media reports (the tactical management was done by an agency);
• Analyzed benchmarks and competitors (Webtrends and comScore tools);
• Managed the BeKnown app – a job app on Facebook: internal trainings, bug and improvement reports (in English), promotion of university events, creation of presentations);
• Client Delivery: created corporate profiles on Facebook and BeKnown, and provided social recruiting trainings to clients (via Webex).

:: Main Achievements ::

• Startup of the department: developed workflows, forms and reports;
• BeKnown campaign: competition among the most influential students of SP's colleges;
• BeKnown spokesperson at "CONARH", the biggest HR event in LatAm (2011 and 2012).

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Jr. Digital Marketing Analyst

• Managed selection processes for premium clients (focus on IT and senior management profiles);
• Created job postings and online promotions (via website, social media and email campaigns);
• Screened resumes and conducted phone interviews with candidates;
• Hunted resumes on Monster's database, LinkedIn and Facebook.

:: Main Achievements ::

• Startup of the department: developed workflows, forms and reports;
• Participation in Google's LatAm R&S project: hunting of critical profiles via social media and segmented groups.

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Recruitment and Selection Internship

Companhia de Estágios PPM Human Resources

• Managed selection processes for clients (focus on internship and trainee opportunities);
• Created job postings and online promotions (via website, university job panels and social media);
• Screened resumes and conducted phone interviews with candidates.

:: Main Achievements ::

• Updated the mailing of the universities and redesigned their job ad promotion templates.

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Brincar E Sonhar Buffet Infantil

• 2008-2010 | Event Manager: coordinated the event, led a team with 12 people, planned work schedules, managed the inventory
• 2007-2008 | Receptionist: customer service
• 2006-2007 | Recreation: children activities organization

Event Manager

I believe that it's possible to humanize the relationship between brands and people through communication, that's why I help companies turn small actions into memorable experiences.

With 15 years of experience in national and multinational technology companies, I have worked in the areas of Employer Branding, Marketing, and Recruitment. I speak advanced English, hold a bachelor's degree in Business with a major in Marketing (FECAP) and a master's degree in Digital Media (ESPM), along with other courses and certifications in the field.

:: Main experiences ::

🔹 6 years in Employer Branding: brand diagnosis and strategy definition (from scratch), persona and EVP research, referral and ambassador programs, career portal refactoring, digital content, inbound recruiting strategy/email nurturing, organization and sponsorship of in-person events and meetups, university relations, hiring campaigns, end-to-end recruitment messaging, job templates and reporting.

🔹 7 years in Digital Marketing: social media management and comment moderation, social ads campaigns, internal communication, event sponsorship, email marketing campaigns, large database analysis, dynamic reports creation, competition analysis and KPI monitoring.

🔹 2 years in Recruitment: hiring processes management (focus on Tech talents, senior management, and internship & trainee programs), university job posting, sourcing on social media and platforms, CV screening, phone interviews and in-person assessments.

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:: Tool Proficiency ::

• Advanced: MS Office, G Suite, RD Station, Trello, Project Management, Data Analysis
• Intermediate: Google Analytics, Wordpress, Social Ads, Canva, Hootsuite, SurveyMonkey
• Basic: SEO, UX, UI, Programming

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Samuel Ribeiro

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