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Hermes Dias

@hermesdias

Growth and SEO leader at Genial Investimentos, previously drove Loft’s organic traffic up more than 220% and reduced CAC over 80%.

Brazil

Message

At Genial Investimentos, I currently work as Head de Estratégia e Conteúdo. Earlier, as Gerente de SEO, I planned SEO for Banco Genial and expanded monthly blog content production from 15 to 60 pieces.

At Loft, I was responsible for organic growth strategies across B2B and B2C, working with a team of internal and external contributors. Our work contributed to organic traffic growth of more than 220%, a CAC reduction of more than 80%, and a conversion-rate increase of more than 90%.

At Webmotors, I was responsible for SEO strategy and helped grow organic visits to the Catálogo de veículos 0km from 5,000 monthly to 15,000 daily after a domain migration and internal linking improvements. At BTG Pactual, I developed SEO strategies for BTG+ and worked with technology teams on marketing and IT projects.

I’ve worked on digital projects for brands including BTG Pactual, Genial Investimentos, MadeiraMadeira, Webmotors, Carrefour and Itaú. I also taught SEO at Comschool and trained more than 3,000 students through my SEO course at Alura; in 2021, I was one of three professionals recognized as a top digital marketing professional in Brazil by the Prêmio ABComm.

Experience

Work history, roles, and key accomplishments

Current

Head de Estratégia e Conteúdo

Current

Genial Investimentos

Jan 2025 - Present (1 year 9 months)

Worked as Head de Estratégia e Conteúdo at Genial Investimentos.

Current

Marketing & Growth

Current

Genial Investimentos

Jan 2025 - Present (1 year 9 months)

Worked as Marketing & Growth at Genial Investimentos.

Diretor de Growth, SEO e CRO

Loft

May 2021 - Dec 2025 (4 years 7 months)

Responsável por todas as estratégias de growth organic (SEO & CRO) do Grupo Loft atuando em B2B e B2C. Líder de um time composto por recursos internos e externos com foco em iniciativas para crescimento de tráfego, aumento de receita, conversão em leads, engajamento e redução de CAC.

Nos últimos 24 meses, o time liderado por mim contribuiu para um aumento de tráfego orgânico de mais de 220%, uma

Head of SEO and Organic Growth

Loft

May 2021 - Dec 2025 (4 years 7 months)

Responsible for all organic growth strategies (SEO & CRO) for Grupo Loft. Leader of a team composed of internal and external resources focused on initiatives to increase traffic, increase revenue and reduce CAC.

In the last 14 months, the team led by me has contributed to an increase in organic traffic of more than 120% and a decrease in CAC of more than 80%.

Main tools used: Semrush, Similarweb

Gerente de SEO

Genial Investimentos

Nov 2020 - Apr 2021 (5 months)

Gerente responsável por toda estratégia de SEO e aplicativos da empresa, interface com áreas de tecnologia, planejamento de conteúdo e acompanhamento de produção de 60 conteúdos mensais incluindo textos e e-books desenvolvidos pela agência responsável.

Principais entregas:

- Responsável pelo planejamento de SEO para a criação do Banco Genial, o banco digital da Genial Investimentos com foco em

SEO Manager

Genial Investimentos

Nov 2020 - Apr 2021 (5 months)

Manager responsible for all the company's SEO strategy, interface with technology areas, content planning and monitoring of production of 60 monthly contents including texts and e-books developed by the responsible agency. Key deliverables: - Fixed Google site tracking issues that impacted Google's lost 40% server response and negatively impacted SEO, causing organic traffic drops. - Increase in t

Head of SEO

BTG Pactual

Mar 2019 - Oct 2020 (1 year 7 months)

First SEO specialist at BTG Pactual and responsible for all the group's SEO strategies including: - Content planning - Maintenance of technical quality of websites and applications - Mapping opportunities for page creation and optimization - Interface with technology teams for web development projects between marketing and IT. Direct reporting: CMO.

Especialista em SEO

BTG Pactual

Mar 2019 - Oct 2020 (1 year 7 months)

Primeiro especialista em SEO do BTG Pactual e responsável por todas estratégias de SEO e aplicativos do grupo incluindo:

- Responsável pela estratégia de SEO para o BTG+, o banco digital do BTG Pactual (conta corrente e cartão de crédito)
- Planejamento de conteúdo
- Manutenção de qualidade técnica de sites e aplicativos
- Mapeamento de oportunidades para criação e otimização de páginas
- Interfa

Especialista em SEO

Webmotors | Carsales.com.au

May 2017 - Feb 2019 (1 year 9 months)

Responável por toda estratégia de SEO da Webmotors, em conjunto com os times de marketing, produto, UX e tecnologia.

Principais entregas:

- Migração de todos os subdomínios secundários para dentro do site principal com o objetivo de usar 100% da força do domínio e da marca.
- Criação do plano de SEO com foco em conteúdo para aquisição de novos leads.
- Crescimento de tráfego para o Catálogo de v

Head of SEO

Webmotors | Carsales.com.au

May 2017 - Feb 2019 (1 year 9 months)

Responsible for the entire SEO strategy of Webmotors, together with the marketing, product, UX and technology teams. Key deliverables: - Migration of all secondary subdomains into the main site with the goal of using 100% domain and brand strength. - Creation of the SEO plan focused on content to acquire new leads. - Traffic growth for the Brand New Vehicles Catalog from 5,000 monthly organic visi

Senior SEO Analyst

Jüssi The Business Agency

Jan 2017 - May 2017 (4 months)

SEO team leadership for Allianz, Ambev, Carrefour, Honda, Nescafe (UK) and Nespresso (LATAM) accounts;
Elaboration of SEO proposals for RFPs;
Validation of SEO documents prepared by the teams;
Team management (feedback, motivation and corrections);
Meetings with planning, media, business, development, UX and CRO teams to define project sprints;
Validation of implementations with internal and third

SEO Analyst

Jüssi

Apr 2016 - Jan 2017 (9 months)

Technical checklist (rich snippets, heading tags, breadcrumbs, AMP and page load speed);
Keyword insights and trends for content marketing;
Content optimization;
Information Architecture;
ASO (App Store Optimization);
Analysis of backlinks;
Preparation of reports;
Analysis of technical implementations (scripts, tags and plugins);
Validation of implementations;

Brands:

- Carrefour (Brazil)
- Whir