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Isabella Lyrio

@isabellalyrio

Product Marketing Specialist at LWSA, shaping Go-to-Market for Locaweb and KingHost Hosting and improving conversion by over 40%.

Brazil

Message

At LWSA, I shape Product Marketing for the Locaweb and KingHost Hosting portfolio, supporting product evolution through positioning, monetization, and revenue initiatives. My Go-to-Market work has contributed to conversion growth of more than 40% and a 15% increase in average ticket.

Previously, as Senior Product Marketing Manager at LWSA, I led launches for B2B SaaS products and features, including initiatives involving Artificial Intelligence. I also developed Product Enablement and Sales Enablement materials for launch and portfolio evolution.

Earlier at LWSA, I analyzed product metrics and customer journeys, monitored acquisition, conversion, and retention KPIs, and conducted funnel analyses to support CRO decisions. I started in Product Marketing on the Market Intelligence front, structuring dashboards and researching markets and competitors to inform portfolio initiatives.

My earlier experience includes digital commerce at PUIG, where I supported campaigns and launches for global brands and analyzed market, pricing, and channel performance. I also supported CRM and Inbound Marketing at ADINA TÊXTIL and campaign planning at AGÊNCIA AMO.

Experience

Work history, roles, and key accomplishments

Current

Product Marketing Specialist

Current

LWSA

Jun 2026 - Present (4 months)

Defined Go-to-Market strategies for launches, repositioning and product evolution, aligning Product, Marketing and Sales. Structured pricing, value proposition and communication strategies that contributed to growth of more than 40% in conversion and 15% in average ticket.

Go To Market Product Positioning Pricing Strategy Value Proposition Product Marketing Growth CRO Product Analytics KPIs OKRs Funnel Analysis Stakeholder Management Cross functional Leadership Portfolio Management

Senior Product Marketing Manager

LWSA

Apr 2024 - Jun 2026 (2 years 2 months)

Led strategic Product Marketing initiatives for the Hosting portfolio, ensuring alignment between product, communication and business objectives during launches and portfolio evolutions. Led product and feature launches for B2B SaaS solutions, including initiatives with Artificial Intelligence.

Product Marketing Go To Market Product Launch B2B SaaS AI Product Enablement Sales Enablement Cross functional Coordination Stakeholder Management

Product Marketing Manager

LWSA

Jan 2022 - Apr 2024 (2 years 3 months)

Worked on the evolution of portfolio performance through product metrics analysis, customer journey optimization and initiatives focused on Growth and CRO. Monitored KPIs related to customer acquisition, conversion and retention, identifying growth opportunities.

Product Marketing Growth CRO Product Analytics KPIs Funnel Analysis Customer Journey Optimization Conversion Rate Optimization

Product Marketing Manager Junior

LWSA

Jul 2021 - Jan 2022 (6 months)

Started Product Marketing career in a Market Intelligence front, responsible for tracking indicators related to the acquisition and maintenance of the customer base. Structured KPI analyses, dashboards and indicators to support decisions from the Product, Marketing and Business areas.

Market Intelligence KPI Analysis Dashboarding Product Analytics Competitive Analysis Market Research Customer Acquisition Retention

E-commerce Commercial Assistant

Puig

Apr 2021 - Jul 2021 (3 months)

Worked in PUIG's Digital Commerce team, supporting the digital strategy of global brands with the country's main retailers and marketplaces. Coordinated digital execution of campaigns and launches for major national retail accounts.

Ecommerce Digital Strategy Campaign Management Market Analysis Pricing Analysis Marketplace Management Retail Partnerships

Marketing Assistant

Adina Têxtil

Nov 2020 - Feb 2021 (3 months)

Supported CRM and Inbound Marketing strategies focused on customer relationship and retention. Tracked performance indicators of digital marketing actions, supporting performance analyses and the identification of optimization opportunities.

CRM Inbound Marketing Digital Marketing Performance Analysis Content Production

Trade Marketing Intern

Puig

Aug 2019 - Apr 2020 (8 months)

Supported the planning and execution of launch campaigns and commercial activations for international brands in physical retail and Travel Retail channels. Coordinated demands between Marketing, Sales, Trade Marketing and external partners.

Trade Marketing Campaign Planning Retail Travel Retail Cross functional Coordination Promotion Analysis

Planning Intern

Agência Amo

Jun 2019 - Aug 2019 (2 months)

Took part in the planning and follow-up of 360° campaigns, launches, events and activations for clients such as GSK, Bob's and Deezer. Worked with media, creative, events and production, ensuring alignment between briefing, strategy and execution.

Campaign Planning 360° Brand Campaigns Media Creative Events Production Client Management