Over the last ten years, I worked on a great variety of digital media-related projects, from developing new platforms, launching and managing campaigns, performing user research, designing and implementing frameworks and processes for digital growth, coaching teams, running co-creation sessions, automating digital dashboards, and analysing datasets. 

This page has a summary of all that.

Digital Engagement Specialist

@ RNW Media, Netherlands (2020 – 2022)

In this role, I guided more than 10 teams around the globe, reaching 25 million young people each year. My responsibilities included:

>_ Conducting research and applying experimentation methods (A/B Testing, Gamification, Audience Segmentation);
>_ Design and implementation of frameworks for monitoring and evaluation of digital platforms and media campaigns;
>_ Data analysis and identification of areas to optimize outreach and engagement;
>_ Training and coaching digital teams on digital media best practices, while adapting agile working methodologies.

DIGITAL SPECIALIST / PROJECT MANAGER

@ Saxion University of Applied Sciences, Netherlands (2016 – 2020)

At Saxion, I was in charge of managing digital media projects for international markets and analysing their effectiveness. Over my time in this role, I led the re-development of their international website and launched several media campaigns. Aligned with that, I performed user research to improve web platforms and guide our recruitment efforts. I have also hosted meetings and presentations for potential students at conferences in Brazil.

>_ DIGITAL STRATEGY: Content calendar; digital dashboards; coordination of content production teams, working closely with partners and influencers;
>_ PROJECT MANAGEMENT: Plan and implementation of campaigns that integrate search, social media, web and email;
>_ UX RESEARCH: Designed and performed quantitative and qualitative user research in order to enhance web platforms and guide recruitment efforts;
>_ Management and optimisation of web assets, providing recommendations for the website and digital campaigns (UX, SEO, content production, technical implementations);
>_ Data analysis, identifying areas to optimise engagement and outreach;
>_ Provided advice on how the website and digital properties fit in different stages of the user journey, identifying opportunities for continuous improvement;
>_ Production & coordination of annual webinars for international audiences with lecturers and students;
>_ Supported the Marketing & Communication Advisor in educating the team about delivering effective digital (marketing) initiatives.

ONLINE MANAGER

@ BOOST&Co, London, UK (2015 – 2016)

In this role, I was responsible for the creation & execution of a roadmap to build a strong infrastructure for BOOST&Co digital communications. I led the rebranding and transitioning of the company’s website to a different CMS. In one year I delivered a consistent digital strategy across different online channels, which resulted in an increase of 5x in leads. Additionally, I managed a designer, web developers and an external agency (PPC). My tasks included:

>_ Design and implementation of a solid online strategy across various platforms;
>_ Increasing brand awareness and generating leads;
>_ Improving the usability, design, content and conversion of the company’s website;
>_ Setting KPIs and dashboards for monitoring and evaluation of digital channels and campaigns.

MARKETING & COMMUNICATIONS (FOCUS ON WEB & SOCIAL MEDIA)

@ Saxion University of Applied Sciences, Netherlands (2013 – 2015)

With social media still in its infancy, I was invited to join the Saxion team by their director, after sharing ideas on how to improve communication with international students during a brainstorming session. I worked closely with the Marketing & Communications advisor on several integrated campaigns. Besides, I hosted meetings and presentations in Brazil for potential students and partners.

>_ Building, managing and growing Saxion’s international community by implementing social and new media strategy;
>_ Driving brand awareness, engagement and traffic to the website and social media pages.
>_ Determined KPIs for measuring the effectiveness of digital channels and campaigns.

PREVIOUS ROLES

>_ Graduate Researcher @ ELabbs, Netherlands (2014)

>_ Junior Analyst & Developer @ Capgemini, Brazil (2011)

>_ Web Developer @ VELP, Brazil (2010)

LANGUAGES

Portuguese (native)

English (fluent)

Dutch (b2 niveau)

Spanish (yo comprendo bien pero no habló muy bien)

TOOLS & SKILLS

Data: Google Analytics, Tag Manager, Data Studio, SQL, SPSS, Tableau, R (beginner), Power BI (beginner)

Design: Figma, Photoshop, InDesign, XD

Marketing: Google Optimise, Social Ads, Hubspot, Salesforce (it has been a while)

Code: Python <3, C#, PHP, Javascript, CSS, HTML5

VOLUNTEERING

• Tester at DeepLearning.AI – I test courses related to data and machine learning before they are released to the public.
  It’s a small contribution towards the AI community, which I enjoy a lot ❤️ (2024 – currently)
• Dierenbuddy at Dierenbescherming – I support people with limitations by helping them to care for their pets (2023 – currently)
• Translator & contributor at LearnPrompting – an open-source project that conducts large-scale research on prompt engineering and generative technologies (2022-2024)