Specialty
Growth Marketing isn't about spending more on ads. It's about understanding the full funnel, experimenting intelligently, and putting resources where the return is real. It's the discipline that connects data, channels, and user behavior to drive sustainable growth.
Growth Marketing is the evolution of traditional marketing, built around measurable results. While conventional marketing focuses on awareness and branding, Growth Marketing works across the entire funnel, from acquisition to retention, driven by data, continuous testing, and the optimization of every stage of the customer journey.
The concept was born in Silicon Valley and popularized by companies like Dropbox, Airbnb, and Hotmail, which grew exponentially on limited budgets by finding non-obvious growth levers. Today it's used by companies of every size and industry, from fintechs to e-commerce and from SaaS to real estate.
The key difference is the mindset: a growth marketer doesn't launch campaigns and hope for results. They form hypotheses, test quickly, measure precisely, and scale what works.
The methodological foundation of Growth Marketing is the AARRR framework, created by Dave McClure, which breaks growth down into five stages:
How users find you. SEO, paid media, social media, referrals, events. Every channel has its own CAC and lead quality, and there's no point scaling acquisition without knowing which channel brings in the best customers.
The user's first experience with the product or service. It's the moment they see real value. Landing pages, onboarding, the first sales conversation: all of these shape activation.
Returning users cost less and are worth more than new ones. Email marketing, push notifications, content, CRM: retention is where most companies leave money on the table.
Real monetization. Traffic and leads aren't enough; what matters is turning them into revenue with a sustainable CAC and a growing LTV. This is where conversion, pricing, and upsell optimization come in.
Happy customers who bring in others. It's the cheapest and most trusted acquisition channel. Referral programs, NPS, social proof: everything that turns customers into promoters.
Growth culture is a culture of experiments. Systematically testing headlines, CTAs, landing pages, audience targeting, and creatives, with a clear hypothesis, a defined success metric, and enough volume to reach statistical significance.
Increasing the conversion rate at every stage of the funnel without necessarily increasing ad spend. Heatmap analysis, session recordings, and testing of copy, UX, and checkout flow.
Informational and transactional content optimized to capture existing demand on Google. Topic cluster strategy, link building, technical SEO, and optimization for featured snippets and Google SGE.
Google Ads, Meta Ads, and TikTok Ads with proper event setup, Smart Bidding powered by quality signals, and systematically tested creatives. It's not about spending more. It's about spending smarter.
Nurture, re-engagement, and lifecycle marketing flows that follow the user through every stage of the journey. Behavioral segmentation and personalization based on CRM data.
GA4, BigQuery, Power BI, and multi-touch attribution models to understand which channels and campaigns actually drive results, not just which ones show up in last-click reports.
Strategies where the product itself is the engine of acquisition and retention: freemium, free trials, optimized onboarding, and viral loops built into the user experience.
Scoring models that identify the leads most likely to convert based on behavior, source, and stated profile, so the sales team can focus where the return is highest.
The methodology is universal, but how it's applied varies. In fintech, the focus is on CAC, account activation, and churn prevention. In e-commerce, the challenge is real ROAS versus net revenue. In real estate, the sales cycle is long and leads need weeks of nurturing before they convert. In SaaS and mobile apps, retention and LTV are the metrics that determine whether the business is viable.
With 13+ years of experience in industries such as automotive, fintech, real estate, e-commerce, and app marketing, and more than R$10 million in paid media managed, the approach is always to adapt the methodology to the business, not the other way around.
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