Open to opportunities

Julyana Florencio

@julyanaflorencio

Head of Growth at NG.CASH, scaling app-first growth and creator campaigns to 45.5M organic views.

At NG.CASH, I joined as the first performance marketer and built the paid acquisition engine from scratch. As Head of Growth, I lead the app-first strategy and a team across Acquisition, CRM/Lifecycle and Product Growth, while owning the team’s budget and the company’s CAC.

I partnered with Analytics and Data Engineering to build full-funnel measurement, and led payback analyses that informed the app’s monetization model. In a campaign with streamer Coringa, a gamified live stream generated 45.5M organic views and 20K new accounts at a CAC 50% lower than our always-on baseline.

Experience

Work history, roles, and key accomplishments

Current

Head of Growth

Current

NG.CASH

Sep 2024 - Present (2 years 2 months)

I joined as the company’s first performance marketer, with the challenge of building the acquisition engine from scratch. Today, as Head of Growth, I lead our app-first strategy, focused on scale, profitability and growing LTV.

• Scale & leadership: scaled monthly media spend from five to seven figures (BRL) while keeping efficiency in check, directly contributing to the 10-million-customer miles

Growth Specialist

NG.CASH

Sep 2022 - Sep 2024 (2 years)

I was the company’s first and only performance marketer, joining just as the app was starting to gain traction. I built the acquisition engine from scratch that made our next stage of scale possible.

• Acquisition: brought 100% of paid media and ASO strategy in-house, which grew our user base nearly 4x in two years.

• Influencer-first: worked with Marketing on creator-led creative and tested the

Instructor

M2BR Academy

Oct 2022 - Mar 2024 (1 year 5 months)

Instructed classes on Digital Analytics and GA4, and delivered corporate training sessions on data-driven decision making.

Senior Marketing Analyst

Beep Saúde

Jan 2022 - Sep 2022 (8 months)

My first deep dive into app-first: I owned user acquisition and engagement for the app.

• Efficiency & scale: cut ad cost (spend ÷ revenue) from 23% to 15% in three months while sustaining growth volume by diversifying paid media channels.

• Data: led the Google Analytics 4 setup and the Meta Conversions API implementation, improving attribution accuracy for app-first campaigns.

Mid-Level Marketing Analyst

Zoop

Feb 2021 - Jan 2022 (11 months)

B2B-focused role (Fintech as a Service), where I built a strong foundation in market intelligence, competitive monitoring and Account-Based Marketing (ABM).

• Demand generation: grew qualified leads by 230% in four months by integrating paid media, inbound and lead nurturing.

• Partners: served as the point of contact for the media and content agency, aligning campaigns with business KPIs.

Mid-Level Marketing Analyst

Blu

Apr 2019 - Feb 2021 (1 year 10 months)

My entry into fintech: I was Blu’s first marketing analyst and helped build the acquisition operation from the ground up, validating the company’s first channels.

• Lifecycle & conversion: built the lead nurturing and automation strategy (inbound), lifting funnel conversion from 1.85% to 7.84%.

• Marketing ops: led the end-to-end CRM migration and set up the blog and editorial calendar.

Junior Marketing Analyst

Agência IMMA

Jan 2017 - Dec 2018 (1 year 11 months)

My foundation in digital marketing. Full-stack role covering performance and content for a diverse client portfolio, where I learned to run paid media campaigns and connect the different parts of marketing.