Growth marketing is not a new tool or a trendy channel. It is a way of running marketing as part of the business itself, with the same discipline you apply to inventory, margin and cash flow.
In practice, growth marketing answers three questions every business owner has already asked:
“I invest in marketing, but I don’t know what comes back.” Growth marketing starts with measurement. Every dollar invested needs a traceable path to a sale. Without that, there is no decision, only a bet.
“When a campaign works, I can’t repeat it. When it fails, I don’t know why.” Growth marketing works with hypotheses and controlled tests. Instead of changing everything every quarter, you find out what moves the needle and scale what works. The result is predictability: knowing how much it costs to acquire a customer and how much that customer brings back over time.
“Growing is eating into my margin.” Growth that destroys margin is not growth; it is a problem arriving early. Growth marketing looks at the whole funnel: acquisition, conversion, retention and repeat purchase. Often the biggest gain is not in buying more traffic, but in converting the traffic you already have or getting customers to come back.
In short: growth marketing is what separates a company that spends on marketing from one that invests in growth with measurable returns.
What I Do
I structure and run business growth across four integrated fronts:
Performance media: Google Ads and Meta Ads focused on return, not click volume. Campaign structure, brand protection, negative keywords and control of CPA and ROAS.
SEO and organic presence: building an acquisition channel that does not depend on the media auction. Organic traffic is margin: the customer who arrives with no media cost is the one who sustains the business in the long run.
Analytics and BI: tracking implementation, dashboards and attribution. You start seeing where each sale comes from and deciding with data, not impressions.
Automation and efficiency: processes that reduce manual work and help your team do more: lead nurturing, automated reports and integrations between the tools you already use.
Why Me
I didn’t come from marketing to business. I came from business to marketing.
My background is retail. I spent five years working with retail automation for small businesses, seeing up close the cash register, the inventory, the tight margins and the numbers that have to add up at the end of the month. I got into marketing through a chain of 82 retail stores in Curitiba, Brazil, when its e-commerce was just getting started. I built the digital foundation of the operation: product catalog, site structure and SEO.
That is where I learned, hands-on, what growth marketing solves. Three examples:
Organic traffic that protects margin. I ranked a refrigerator product page well for Black Friday, and sales started coming in steadily from organic search. As a result, I was able to cut media spend on that product and keep sales healthy. Same sales, less spend.
An audience nobody was looking at. While analyzing the company’s portfolio, I found that the chain accepted a regional credit card that most competitors didn’t, especially online. I created campaigns for that audience and that card, and the card, which used to show up in a sale now and then, grew to more than 10% of e-commerce sales. We became the go-to store for that audience. No new tools, no extra budget: just looking at the business and finding an audience that was already there.
Growth without internal conflict. The physical stores and the e-commerce team were rivals, a classic retail problem. I proposed a program that gave points to store salespeople who recommended the website, turning an internal competitor into an ally. One channel cannot grow at the expense of the operation that keeps the company running.
From Curitiba I moved to São Paulo, where I once again built the e-commerce foundation of a retail chain, this time taking part in the e-commerce launch of Marabraz, a brand with decades of reputation. After that I worked at an agency serving major brands, then at a fintech, where I structured organic growth and increased lead generation by 23%. Today I work as an independent consultant for industry, financial services and agencies, between Brazil and Medellín, with a postgraduate degree and an MBA in Business Intelligence, Management & Analytics.
What that path gave me is something no course teaches: every business has an audience, and my job is to find it without sacrificing the business along the way. I understand margins and costs. I know that a good campaign is one that fits the budget, and that predictability and brand protection are worth more than a one-off spike in results.
How I Work
I don’t show up with a ready-made solution. There is no strategy sitting in a drawer that works for everyone. There is the real problem of your business, and it only shows up for whoever goes looking for it.
That’s why every project starts with immersion and diagnosis: I visit the company, talk to your team, talk to your customers and experience the operation before proposing anything. That is how the credit card case came about: nobody finds a hidden audience by looking at a dashboard from a distance. At the end, you get a clear map: where the money is being invested, what is coming back, where the leaks and the opportunities are.
From there, the format adapts to what the business needs: a fixed-scope project (a Google Ads restructuring, an SEO recovery, a tracking implementation) or monthly support, where I run growth alongside your team, with goals and reports you can understand, no black box.
Let’s Talk
If you own or manage a business and want to grow with predictability, let’s start with a diagnosis. In a single conversation I can already point out where the fastest wins are. Message me on WhatsApp.
If you are a recruiter or building a growth team, my full background, cases and stack are on the career page and on LinkedIn. I’m open to conversations about senior Growth, SEO and Performance roles.