Planning and implementation of an experimentation and optimization program focused on generating trials.Building and managing a roadmap of A/B tests encompassing product pages and paid media landing pages.Monitoring web KPIs and their impact on the marketing and sales funnel.Setting targets and OKRs aimed at increasing visitor-to-lead conversion rates, aligned with the product-led growth strategy.Conducting user experience (UX) research, covering discovery, exploration, and testing phases.Designing and implementing new landing pages for demand generation campaigns.Managing the relationship with the web development team, acting as a product manager for A/B testing initiatives and new landing pages.

Monitoring and analysis of the organic performance of over 40 domains, identifying trends and optimization opportunities.Development of scalable strategies to manage and optimize content across multiple websites and languages, with a focus on content automation solutions.Collaboration with the CRO team for the implementation of A/B tests and conversion rate optimization on landing pages.Conducting in-depth analyses of the organic visitor journey, identifying and prioritizing conversion opportunities on strategic landing pages.

Development of an action plan for experimentation and personalization on web pages, prioritizing initiatives based on their impact on marketing and sales targets.Conducting A/B tests on strategic website landing pages, resulting in a 4,700% increase in captured leads, directly impacting pipeline generation.Coordinating UX analyses, aligning results with GTM performance data to generate insights and suggest new ideas for experimentation and personalization.Conceptualization and implementation of landing pages for paid media campaigns.Collaboration with sales, content, PR, marketing operations, and data analytics teams.

Identification of optimization opportunities on Zendesk's LATAM websites, focusing on enhancing visitor experience and increasing conversion rates.Management of the relationship with the web engineering team, acting as a product manager for initiatives that impact Zendesk's corporate websites in Latin America.Conducting quality assurance (QA) analyses on web releases, identifying, prioritizing, and reporting issues.Development and management of web and SEO reports for the LATAM operation, communicating results and key findings to regional and global GTM teams.

Development and execution of SEO initiatives, resulting in an 11,900% increase in organic sessions for Zendesk LATAM blogs.Responsible for the consolidation of Zendesk's content marketing strategy in Latin America, making the company's corporate blogs the most visited in the region within the customer experience segment.Leadership in executing technical SEO analysis, identifying and recommending optimization opportunities.Management of regional and global vendors for content production in Portuguese and Spanish.

Responsible for managing the inbound marketing team and fostering relationships with vendors, including partner marketing agencies and PR agencies.Initiated initiatives to enhance traffic quality and visitor-to-lead conversion, resulting in a 57% increase in generated trials.Provided recommendations for conversion rate optimization, collaborating with the web engineering team on prioritizing and implementing A/B tests.Led brainstorming sessions and dynamic activities to explore challenges and brainstorm new marketing initiatives with a focus on product-led growth.Created, implemented, monitored, and optimized email marketing campaigns and nurturing flows, with a focus on engaging the lead base and generating trials.

Served as the leader of the marketing team, overseeing a team of three individuals and managing relationships with stakeholders and vendors.Led a multidisciplinary team in collaboration with the product team to create and develop a new corporate website.Developed and managed a marketing initiatives roadmap, including defining targets and OKRs for the department.Accountable for aligning the Service Level Agreement (SLA) with sales and Business Development Representative (BDR) teams, optimizing lead handoff and qualification processes and criteria.Planned and executed event marketing strategy, with a focus on generating qualified leads and increasing brand awareness.