Growth & Product Marketing Specialist

Driving growth, product strategy, and marketing excellence from startups to global-scale apps.

I was part of the team that launched one of Brazil’s first food delivery apps. The app started in the interior of Brazil, initially operating with limited technology and manual processes, and has since grown to become the second largest food delivery app in Brazil, serving over 8 million registered users across 700 cities.

From the early days, I contributed to product and marketing strategies, helping scale the platform, implement performance campaigns, and optimise user experience. Being part of a pioneering team in the Brazilian delivery market taught me how to drive growth in highly dynamic, high-impact environments — experience I now bring to product marketing and growth roles for digital products globally.

Speaking & Events

I delivered a talk on Scaling Apps: The Battle between Organic vs Paid, discussing strategies to enhance the scalability of mobile applications. The presentation explored the pros and cons of organic and paid growth strategies, supported by real-world examples of companies that leveraged these approaches to accelerate app growth. I emphasized the importance of carefully evaluating ROI when deciding which growth strategy to adopt, providing actionable insights for optimising app scalability.

Guest Speaker – The Developer's Conference

Later, I joined Hurb, one of Brazil’s largest travel platforms, as Product Growth Manager. I contributed to the company’s 38% revenue growth in 2023, supporting the expansion of destinations, partnerships with airlines and hotels, and optimisation of user acquisition and conversion strategies. During my tenure, I helped the platform scale to serve over 1.2 million travellers, improving user engagement, retention, and the overall digital product experience.

These experiences in high-growth digital products have equipped me with a strong foundation in growth marketing, product marketing, and full-funnel performance campaigns, allowing me to deliver measurable results in dynamic, competitive markets.

Guest Speaker – Inngage

I presented on Mobile Applications during the pandemic, addressing the challenges faced in the Brazilian market as demand for digital solutions surged. The talk covered how developers adapted to shifts in consumer behavior and increased competition, and highlighted lessons learned by Brazilian mobile app players navigating this unprecedented period. The session offered a comprehensive view of the hurdles in the mobile app market and effective strategies for growth under challenging circumstances.

About Me

I am a Growth and Product Marketing Specialist with extensive experience driving digital product growth, performance marketing, and user acquisition strategies across startups, apps, e-commerce, and marketing agencies.

My career began in 2017 as a Social Media Coordinator at Galanti Design, a marketing agency, where I developed strategies for clients’ social media, managed brand presence online, executed performance campaigns, and built reports to optimise results. This role gave me a solid foundation in digital marketing, analytics, and team collaboration.

In 2018, I became Marketing Coordinator at F.A Holding, managing online performance campaigns for a franchise network, leading brand awareness and lead generation efforts, and training franchisees in digital marketing and social media management.

Shortly after, I joined aiqfome, one of Brazil’s pioneering food delivery apps, where I contributed to acquisition, retention, and performance campaigns. I managed Google Ads UAC and Facebook Ads campaigns, implemented data-driven growth strategies, and optimised app performance, helping the platform scale to become the second largest food delivery app in Brazil, serving over 8 million users across 700 cities. I later advanced to Digital Performance Manager, overseeing team alignment, process optimisation, KPI tracking, project management, and cross-functional initiatives focused on Mobile Growth.

In 2022, I served as Head of Growth Marketing at CASA Feito Brasil, driving growth strategies for the company’s dermocosmetics brand, Quintal. During my tenure, I led digital marketing initiatives, e-commerce performance campaigns, and cross-functional projects to improve user experience and revenue growth.

Under my guidance, Quintal experienced exponential growth, achieving more than 1000% increase in international exports up to 2022 and expanding into markets such as Portugal, Russia, and Sephora Brazil. My work focused on optimising digital campaigns, defining KPIs, tracking revenue performance, and implementing new solutions to enhance brand visibility, user acquisition, and e-commerce performance. This experience strengthened my expertise in scaling brands internationally, performance-driven marketing, and managing growth in highly dynamic markets. Shortly after, I joined Hurb, one of Brazil’s largest travel platforms, as Product Growth Manager, contributing to 38% revenue growth in 2022, expanding the platform’s offerings, optimising conversion strategies, and supporting over 1.2 million travellers through data-driven initiatives and full-funnel growth campaigns.

Currently, I work in Australia as Marketing Specialist at Move Bikes and previously as Marketing Manager at Alpha Technical Training, developing and implementing growth strategies, SEO/SEM campaigns, paid traffic management, and cross-selling/up-selling initiatives, while aligning marketing efforts with overall business objectives.

In addition to my professional roles, I have shared my expertise as a guest speaker at Inngage (Scaling Apps: Organic vs Paid Growth) and The Developer’s Conference (Mobile Applications during the pandemic), providing insights on app scalability, growth strategy, and user acquisition challenges in dynamic markets.

With a passion for data-driven decision-making, innovative marketing solutions, and cross-functional collaboration, I specialise in growth marketing, product marketing, performance campaigns, and mobile app optimisation, consistently delivering measurable results and helping digital products scale globally.

Growth Marketing | Product Growth | Mobile Marketing | Growth Strategy

Experience

Marketing Specialist

Move Bikes

Aug 2024 - Present

As Marketing Specialist, I lead the development and execution of growth-focused marketing strategies to increase brand visibility, drive lead generation, and enhance customer engagement. I manage end-to-end marketing initiatives across digital channels, leveraging data-driven insights to optimise campaigns and maximise ROI.

Plan and execute paid traffic campaigns, SEO/SEM initiatives, and social media advertising to boost reach, engagement, and conversions.

Develop and implement customer engagement strategies, including cross-selling and upselling programs, to drive revenue growth and improve lifecycle value.

Analyse campaign performance and key metrics to identify optimisation opportunities and refine marketing strategies for measurable results.

Collaborate with cross-functional teams to align marketing initiatives with business objectives and product growth goals.

Continuously monitor trends, customer behaviour, and competitor activity to inform strategic decision-making and growth planning.

As Marketing Manager, I lead the development and execution of growth-focused marketing strategies to enhance brand visibility, drive lead generation, and optimise customer engagement. I work cross-functionally to align marketing initiatives with business goals while monitoring performance metrics to continuously improve results.

Designed and implemented digital campaigns, optimising SEO and SEM initiatives to increase traffic and conversions.

Developed and executed growth strategies to drive lead generation and revenue expansion.

Oversaw customer engagement initiatives, including cross-selling and upselling strategies to improve customer lifecycle performance.

Analysed performance data to identify optimisation opportunities, improving campaign efficiency and business outcomes.

Collaborated with internal teams to ensure marketing efforts were aligned with company goals and broader strategic initiatives.

Marketing Manager

Alpha Technical Training

May 2024 - Ago 2024

Jan 2023 - May 2024

Hurb

aiqfome | Food Delivery App

FA Holding

Mar 2020 - Jan 2022

Maringa, Parana, Brazil

Product Growth Manager

As Product Growth Manager at Hurb, I was responsible for designing and executing data-driven growth strategies focused on user acquisition, conversion, and monetisation. I worked closely with cross-functional teams to optimise the product experience, implement experiments, and scale revenue through performance and lifecycle improvements.

Defined and implemented growth strategies to drive user acquisition, retention, and revenue expansion across multiple product lines.

Managed the end-to-end conversion funnel, identifying bottlenecks and implementing solutions to improve user flow and conversion rates.

Led cross-selling, upselling, and loyalty initiatives, driving increases in average order value and customer lifetime value (LTV).

Collaborated with Data, Product, and CRM teams to refine customer journeys, optimise recommendations, and enhance lifecycle communication.

Conducted data analysis and experimentation (A/B testing, funnel analysis, pricing experiments) to identify opportunities for performance improvement.

Supported go-to-market plans, ensuring alignment between marketing, performance, and product initiatives.

Developed dashboards and reports using SQL and analytics tools to track KPIs, monitor results, and communicate insights across teams.

Provided market and user insights to guide strategy, identify new opportunities, and strengthen the company’s competitive position.

Head Of Growth Marketing

As Head Of Growth Marketing at aiqfome, I led the strategic and operational development of digital growth initiatives, overseeing performance marketing, process optimisation, and team alignment. My role combined data-driven decision-making, cross-functional collaboration, and hands-on execution to scale user acquisition and retention for one of Brazil’s leading food delivery apps.

Defined and executed mobile growth strategies, managing acquisition, retention, and reactivation campaigns across Google Ads (UAC) and Meta Ads.

Oversaw global ad accounts and budgets, ensuring consistent brand performance and cost efficiency across all markets.

Developed KPI frameworks and performance dashboards using SQL and analytics tools to ensure transparency and data accuracy across teams.

Identified growth opportunities and process improvements, implementing scalable solutions to optimise team and campaign performance.

Managed cross-functional projects in partnership with Product, Technology, and Sales teams, aligning marketing efforts with business goals and new product launches.

Conducted market and trend analysis to guide strategic decision-making and identify emerging tools and opportunities for growth.

Delivered team leadership and communication, aligning strategies, defining priorities, and driving collaboration across departments.

Marketing Coordinator

As a Marketing Coordinator, I was responsible for developing and managing digital performance campaigns for the Lava & Leva franchise network, focusing on brand awareness, lead generation, and franchise expansion. I collaborated with internal teams and franchisees to ensure consistent brand communication and impactful results across all digital channels.

Planned and managed online performance campaigns across Facebook Ads and Google Ads, optimising for conversions and cost efficiency.

Developed and implemented strategic marketing initiatives to increase brand visibility and generate qualified leads for franchise sales.

Oversaw brand management and social media communication, maintaining a cohesive identity across multiple franchises.

Managed advertising budgets and key performance indicators (KPIs) to track campaign efficiency and return on investment.

Delivered webinars and training sessions on Digital Marketing and Social Media Management to empower franchisees with essential marketing skills.

Contributed to the growth and scalability of the franchise model through data-driven insights and performance improvements.

Sydney, New South Wales, Australia

Sydney, New South Wales, Australia

Rio de Janeiro, Rio de Janeiro, Brazil

Head Of Growth Marketing

CASA feito brasil

Jan 2022 - Jan 2023

Maringa, Parana, Brazil

As Head of Growth Marketing, I led the digital growth and e-commerce strategy for CASA feito brasil, overseeing a multidisciplinary team and driving initiatives to enhance user experience, revenue, and overall business performance. My role focused on connecting data-driven decision-making with creative strategy to scale online sales and strengthen brand presence.

Directed and mentored the marketing and e-commerce teams, managing daily operations and ensuring seamless execution across multiple digital channels.

Developed and implemented growth strategies to increase online sales, optimise conversion rates, and boost customer retention.

Oversaw budget planning and performance tracking, managing KPIs such as revenue growth, ROAS, conversion rate, AOV, and bounce rate.

Conducted market and trend analysis to identify new opportunities, tools, and digital solutions that enhanced operational efficiency and competitiveness.

Collaborated with national and international partners to align brand strategy, campaigns, and digital innovation initiatives.

Defined and refined e-commerce user experience strategies, identifying issues and implementing improvements to maximise engagement and conversions.

Built dashboards and reporting systems to communicate performance insights and strategic recommendations to stakeholders.

Marketing Specialist

aiqfome | Food Delivery App

Oct 2018 - Mar 2020

As Marketing Specialist, I led acquisition, retention, and re-engagement campaigns for the aiqfome app, focusing on driving sustainable user growth and optimising performance across digital channels. My work combined data-driven decision-making with hands-on campaign management to deliver measurable business results.

Managed mobile growth strategies from planning to execution, covering both strategic and operational aspects of campaign delivery.

Planned, implemented, and optimised Google Ads UAC and Meta Ads campaigns, achieving consistent user acquisition and retention improvements.

Monitored key performance indicators (KPIs) and campaign metrics to ensure efficiency, scalability, and return on investment.

Developed and maintained dashboards and reporting frameworks to track ad performance, budgets, and channel effectiveness.

Provided insightful analysis and reporting to guide internal teams, sharing learnings, trends, and best practices to drive collective performance.

Collaborated with cross-functional teams to refine growth strategies aligned with business goals and user lifecycle stages.

Maringa, Parana, Brazil

Maringa, Parana, Brazil

As a Social Media Coordinator, I supported the development and execution of digital marketing campaigns aimed at building stronger brand awareness and engagement. I worked closely with clients and internal teams to ensure consistent communication and impactful online presence.

Assisted in the creation and management of social media strategies tailored to each client’s goals and target audience.

Oversaw content scheduling and community management, fostering authentic engagement and brand loyalty.

Supported paid media campaigns across Facebook and Google Ads, helping to increase reach and conversion rates.

Tracked performance through weekly and monthly reports, using insights to refine strategies and improve results.

Collaborated with designers and copywriters to produce creative assets aligned with each brand’s identity.

Social Media Coordinator

Jan 2017 - Jan 2018

Maringa, Parana, Brazil

Jan 2018 - Oct 2018

Galanti Desing

Endorsements & Recommendations

Feedback from professionals who have collaborated with me across projects and teams.

I joined Hurb alongside Matheus in the Product Growth team, and from the very beginning, I was highly impressed with his professional approach. Highly communicative, proactive, and intelligent, he consistently brings innovative ideas and solutions to the table, going well beyond his scope of responsibilities.

He is always willing to support others when needed, and I learn a great deal from him on a daily basis. I am certain that Matheus will continue to have a brilliant career ahead of him.

Felipe Carvalho Nepomuceno – Growth Specialist @ Comunitive | Product Marketing | Growth | Performance | CRM

Brazil

I had the pleasure of working with Matheus during my time at aiqfome and I highly recommend him as an exceptional professional with strong analytical skills and a genuine passion for success. Throughout our time together, I witnessed his exemplary professionalism and pivotal contributions to the growth of the brand’s licensed units.

His strategic vision and data-driven insights consistently drove operational success. Additionally, he led the team by setting ambitious goals and inspiring everyone to achieve outstanding results.

Matheus is a highly dependable and supportive team member. His positive attitude and infectious enthusiasm fostered a collaborative and productive work environment. I am confident he will be a valuable asset to any team or organisation.

Please feel free to contact me for further information regarding his skills and experience.

Gabriel Torres – Customer Success | Customer Experience | Business Strategy

Brazil

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