Luís Rodrigues Email & Phone Number

State Of São Paulo, Brazil

São Paulo, Brazil

Working alongside the tech team, I led and implemented SEO projects that increased monthly organic traffic by +7.6%, following initiatives such as:- Adjustments in indexing and crawling (redirects, canonicals), HTML tags (headings, blocks, content, hreflang, sharing metadata, link & meta), JSON (schema), robots.txt, and sitemap.xml;- Review of faceted navigation to improve crawl budget usage and creating a consistent pattern for URL parameters;- Research and keyword strategy on main pages (home, listings, apartments, owner) dynamically, reducing the risk of cannibalization by duplicated terms in content, heading, title, meta description, link, or URL;- Analysis of URL taxonomy and architecture to create new pages (e.g., hub, tenant, sitemap) and internal links (auxiliary menus on listing pages);- Pagespeed audit (image optimization, fonts, rendering, reduction and reordering of requests);- ORM using regional profiles on GMB.I used to forecast traffic and goals based on historical data trends and correlations, reporting sprint results from Jira in monthly reports to the CTO and the Head of Tech.To provide a view of the non-paid funnel for Marketing and Sales, I monitored KPIs on dashboards driven by the tracking I set up (GA, GTM, and Looker Studio).Focused on quality in deliveries, I conducted QA, checking implementations in staging and in production.

São Paulo Area, Brazil

I coordinated and executed projects that increased monthly organic traffic on the blog from 100k to +200k, and boosted the conversion of pre-signups on the website, as well as downloads on the PlayStore and AppStore.I prioritized projects and goals in OKRs to:- Increase website traffic by expanding directory architecture and using topic clusters in collaboration with the blog;- Enhance traffic assistance with the new blog (I led the project from planning to implementation with a partner agency) and visits to the stores;- Keep routines for micro/macro-conversion experiments on the domain (with Google Optimize) and on the PlayStore (with Google Play Console);- Technical and content audits (bugs, pagespeed, tracking, indexing, redirects, internal/external linking, URL structure, HTML syntax, schema, title semantics, migrations, and online reputation management with the blog and FAQ);- Implementation of global tracking via GTM and GA, as well as creating dashboards (Looker Studio) and spreadsheets to monitor and report non-paid metrics extracted from SemRush, ScreamingFrog, Appsflyer, Tableau, and GA (for ASO, monitoring was done via AppTweak).I served as the bridge between Inbound and the Tech team during AB and split tests, trained content writers and SEO intern, establishing processes between areas (creation/update of pages, keyword research, experiments, and SEO for YouTube).Colleagues approached me to clarify theoretical and practical doubts about SEO, CRO, ways to automate processes and how to use daily tools.

São Paulo Area, Brazil

In the acquisition team, I took part in the rollout of multiple pages (POS machine “maquininha smart” and “minizinha chip”, QR code payment, sitemap, among others), providing documents with keyword research, textual wireframes (with title hierarchy), metadata, links (auxiliary and menu), visual map of HTML tags, ideal URL, and indexing and crawling directives for content writer, UX, and dev teams.The deadlines were tight, and sometimes, I was involved in QA.I brought insights to directors about user behavior in searches, discovering at least 6 segments and 81 market activities where we could operate with POS machines, and we launched campaigns and niche pages.I also conducted studies to:- Support the choice of a name for the points program;- Analyze SEO within 12 competitors, comparing traffic, ranking profile, and technical aspects; - Rebranding PagSeguro to PagBank, with 15 cases from financial market players suggesting preventive actions in case of migrations or changes in domain/URL.It was my first experience with ASO in app stores, and I improved keyword research and technical SEO processes, creating metrics from data extracted from SemRush and ScreamingFrog.Collaborating with the UOL SEO team, I got involved in projects focused on YouTube, Blog, and shared previous automation experiences to the Inbound team, from my time at Stone.

São Paulo Area, Brazil

Working with SEO, Inbound marketing, and CRO, I played a key role in developing the pilot model for lead qualification, increasing organic traffic and doubling the number of monthly leads while sending +67% of MQLs to the Sales team (filtered through abandonment automations, nurturing, and lead scoring). I was responsible for creating, documenting, and operating automations and integrations between the website, RD Station, and Salesforce, connecting the Tech, Inbound Sales, and Marketing teams.During a routine analysis, I identified financial risks to the business and reported a solution after finding a flaw in the user journey that led to more than 50% of leads being lost.After learning from a senior, I was one of those responsible for optimizing the group's websites and landing pages, improving micro and macro conversions through SEO and CRO AB tests over time or with Google Optimize/VWO. Other activities included:- On-Page audits (e.g., HTML structure, title semantics, sitemap, robots, redirects, pagespeed, among others), sending adjustment reports to the Web and UX teams;- Researching and monitoring keyword rankings for new or existing content;- Monitoring & configuration of Google Analytics accounts, SemRush, trackings via Tag Manager, and heatmaps with Hotjar;- Playing a part in designing projects, processes, schedules, dashboards, reports, templates, and generators to track goals and metrics across areas;- Coordinating a partner media agency during the first 3 months when I had a brief stint in Media.

Management of all activities of the Marketing department compatible with the startup’s goals and objectives of growth. Among the duties, I pinpoint: the team up project to develop the new sales machine of the company and the continuous monitoring of its functionality as a “guardian” to guarantee the attraction and qualification of leads for the sales team; joint with other leaders of the company, I helped to launch the third edition of its annual content event; and help to increase the visibility of the company's website by 133% in the search results and raise the MQL conversion rate after applying a/b and split tests on the landing page.Other activities: Daily follow up of KPIs and monitoring of the OKR quarter goals; creation and maintenance of the automation flows and leads’ segmentations; Inbound focused on CRO (content analysis, personas, CTAs, keywords and application of A/B tests, SEO and SEM); present weekly results to the directors; negotiate and keep in contact with suppliers; give support to promotional and sponsored campaigns and trade events;

Management of the company including operational processes, advertising, sales negotiations' and logistics. I found a big challenge dealing directly with customers while negotiating and pricing the product. After having a new model designed to the business, I decided to not produce anymore and cut the costs by buying sacks of dried fruits instead of drying them. With this new strategy and an e-commerce website, we conquered some small markets in the state of São Paulo (Itu, Salto, Capivari, Campinas, Sorocaba) and in the internet.Other major activities: operational acquisitions, production, supply chain management, marketing tactics and strategies to generate leads as well as the retention of clients, financial analysis (cash flow and sale goals), NPD (concept, test, and launching), legal regulations of the company and within third parties’ contracts, risk and quality analysis.

São Paulo Area, Brazil

Responsible for the internal communication via the intranet (Sharepoint) and supporting other departments through relevant content generation; endomarketing campaigns to enhance the performance of the employees and empower local initiatives on behalf of NGOs backed by the company, like the Water for People; data collection of leads and the creation of technical models and proposals to feed the RFI; use of English language daily between calls with the American headquarters and other branches and in the department duties, like: translation and formatting of technical documents and proposals.

Valinhos

Responsible to address the promotional materials to the retailers, putting all the efforts into organize and maintain the quality of the supply chain processes, dealing with the suppliers and managing a small team; Other activities include: campaign planning, budget and cash flow analysis of the department; researching about markets, trends and products focusing on NPD; content creation for the blog and e-marketing; organizing events and press materials (briefings); I was member of the audition board of 5S and continuous improvement (Lean Office).

Valinhos

Logistics and Supply Chain of Promotional materials to the retailers; Researching about markets, trends and products helping the NPD (New Product Development); Endomarketing.

Campinas

Creation of institutional materials for internal and external events of the unity; Intranet and Extranet updates (Drupal) regarding on the needs of the communication department; Price Negotiation with suppliers.

Itu

Creation of campaigns, branding concepts and promotional materials for a variety of clients, as well as the development of digital marketing products such as email marketing and layout for websites.

Master’S Degree

Bachelor’S Degree