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Juliane Frois Merigo

@julianefroismerigo

Marketing and Business Intelligence Manager at REF+ Comunicações, connecting media investment to ROI through MMM and brand lift analysis.

Brazil

Message

At REF+ Comunicações Advertising Agency, I develop multichannel media strategy and ROI-driven investment plans, using MMM and brand lift analysis to assess campaign impact and support executive decisions.

At Qa+ Marcas de Experiência, I led media, data and growth strategy for a portfolio of six brands, connecting marketing investment to business objectives. I also managed and developed a multidisciplinary team.

At Checklist Fácil - Softplan, I led a Growth squad integrating Sales, Marketing and Product, establishing an experimentation cadence focused on funnel growth. I also structured data architecture and connected marketing, sales and product systems using HubSpot and RD Station.

Experience

Work history, roles, and key accomplishments

Current

Marketing and Business Intelligence Manager

Current

REF+ Comunicações Advertising Agency

Dec 2025 - Present (10 months)

Responsible for multichannel media strategy, budget planning and ROI-driven investment optimization. Conducted advanced analyses including Marketing Mix Modeling (MMM), brand lift, and Growth and CRM strategies.

Marketing Mix Modeling Brand Lift Media Strategy Budget Planning ROI Optimization Growth CRM Data Analysis Executive Communication

Marketing Manager

Qa+ Marcas de Experiência

Jan 2024 - Jan 2026 (2 years)

Led media, data and growth strategy for a portfolio of six brands, connecting marketing investments to business objectives. Managed and developed a multidisciplinary team, defining data-driven multichannel strategies and KPI governance.

Media Strategy Data Strategy Growth Strategy Team Leadership KPI Governance ROI Optimization Multi channel Marketing Executive Communication

Media and Business Intelligence Supervisor

REF+ Comunicações Advertising Agency

Dec 2022 - Mar 2024 (1 year 3 months)

Supervised BI and Marketing, leading the Data Performance team in an agile environment. Defined data and marketing strategies integrated with the business, with client management and executive communication.

Business Intelligence Data Governance Marketing Strategy Team Leadership Client Management MMM Brand Lift Growth CRM AI

Media and Business Intelligence Coordinator

REF+ Comunicações Advertising Agency

May 2022 - Dec 2022 (7 months)

Coordinated Data & Performance, leading a BI and media team focused on scalability, data governance and operational excellence. Led automation and Growth experimentation frameworks, optimizing media efficiency and performance.

Business Intelligence Data Governance Team Leadership Automation Growth experimentation Media Optimization Performance Analysis Executive Communication

Media and Business Intelligence Specialist

REF+ Comunicações Advertising Agency

Sep 2021 - May 2022 (8 months)

Provided technical leadership of Media and Data Analytics squads, working on major accounts such as Oracle, Danone, Barilla, Gomes da Costa and Eurofarma. Developed data analytics, data modeling and data visualization solutions for e-commerce and performance marketing.

Data Analysis Data Modeling Data Visualization Power BI Looker Trackings Tagging Automation Conversion analysis Data Governance KPI Analysis Media Optimization CRM ROI

Senior Performance Analyst

Checklist Fácil - Softplan

Feb 2020 - Sep 2021 (1 year 7 months)

Led a Growth squad integrating Sales, Marketing and Product, building and monitoring an experimentation cadence aimed at funnel growth. Structured data architecture and integration between marketing, sales and product using HubSpot and RD Station.

Growth Marketing Paid Media SEO Demand Generation MQL Growth Conversion Rate Optimization B2B Sales HubSpot RD Station Data Architecture KPI Definition Dashboarding Data Driven Decision Making

Martech Strategy Analyst

Dot Digital Group

Dec 2018 - Feb 2020 (1 year 2 months)

Worked in Martech Strategy with a focus on data-driven communication and planning based on budget and business objectives. Structured digital measurement and built dashboards in Looker Studio, analyzing customer journey, funnel and conversion.

Martech Data Driven Communications Digital Measurement Trackings Tagging Integration Analytics Looker Customer Journey Funnel Analysis Conversion Rate Optimization A B Testing UX Optimization SEO KPI Definition Performance Analysis Executive Reporting

Marketing Analyst (Mid-Level)

Hostinger Brasil

Jun 2017 - Jul 2018 (1 year 1 month)

Worked on marketing fronts for the Brazil operation, interfacing with the global marketing team in Lithuania and aligning OKRs. Planned and executed sales-driven campaigns, managed content calendar, segmented databases, and analyzed KPIs and efficiency metrics.

Campaign Planning Content Management Data Segmentation KPI Analysis CAC Churn LTV Executive Reporting UX Optimization Conversion Rate Optimization OKR Alignment

Communication and Brand Assistant

Grupo NSC

Jun 2016 - Jul 2017 (1 year 1 month)

Worked in branding, awareness and institutional brand communication. Planned and executed commercial and institutional events, managed advertising content placement, and analyzed sales and digital metrics.

Branding Brand Communications Event Planning Supplier Negotiation Ad Placements Media Analysis Rebranding Internal Marketing