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Júnior Siri

@juniorsiri

Paid Media & Performance Marketing expert with 15+ years in digital marketing, specialising in acquisition, Google Ads, Meta Ads, and data-driven grow

Spain

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What I'm looking for

I’m looking for a role where I can leverage my Paid Media and Performance Marketing expertise to drive scalable, data-driven growth. I’m interested in international environments where I can combine hands-on campaign management, analytics and strategic thinking, while taking ownership and delivering measurable impact.

Paid Media and Performance Marketing professional with 15+ years of experience in Digital Marketing, including 6+ years specialising in paid media and performance-driven acquisition. Strong hands-on expertise in Google Ads and Meta Ads, with a primary focus on Search Arbitrage and additional experience managing lead generation and e-commerce campaigns across international markets. Proven track record of scaling campaigns and improving ROAS and acquisition efficiency through data-driven optimisation, budget allocation and performance analysis. Combines deep Paid Media expertise with a strong analytical background in market and competitor analysis, funnel performance and data storytelling. Experience working across European, North American and Latin American markets, with professional experience in Ireland, Spain and Brazil.

Experience

Work history, roles, and key accomplishments

Current

Performance Marketing Strategist

Current

Toptal

Jan 2023 - Present (3 years 8 months)

Selected for Toptal’s top 3% talent network. Led Google and Meta campaigns across EU/LATAM, driving +181% QoQ profit and +184% ROAS. Funnel optimisation increased SQLs by 57% while reducing CAC by 32%. Experienced in Paid Search/Search Arbitrage, RPC optimisation, traffic quality, feed testing, and policy compliance.

Google Ads Meta Ads Campaign Optimization Bidding Performance Analysis GA4 Google Tag Manager Hotjar Supermetrics Excel Google Sheets PowerPoint Google Slides HubSpot Lead WordPress Slack Socialbakers ChatGpt

Paid Media Specialist

Wolfgang Digital

Aug 2022 - Dec 2022 (4 months)

- Managed Google Ads and Bing Ads for retail e-commerce (Very), IT security (Trend Micro), and furniture e-commerce (Castle Davitt).
- Built account structures to capture incremental demand and drive sales.
- Built negative-keyword lists and iterated ad creatives to improve relevance, CTR, and ROAS.
- Developed prospecting proposals using cases to support client acquisition.

Data Strategy Lead

Southern Marketing Design Media

Feb 2020 - Jul 2022 (2 years 5 months)

Led multi-platform paid media across public sector, education, healthcare, environmental, and e-commerce clients. Built competitive benchmarking frameworks, improved qualified leads and call volume, launched a visual data storytelling product, and drove engagement and conversion through rapid creative and audience testing.

Data Strategy Instructor

Udemy

Mar 2015 - Jul 2022 (7 years 4 months)

Taught data-driven marketing and analytics to 6,000+ students across 70 countries through Udemy, ESPM, and IBPAD. Focused on measurement, optimization, and strategic decision-making across digital platforms. Rated 4.8/5 by 644 Udemy students, with 100% rating my expertise highly and 98% finding explanations clear.

Senior Data Strategist

Leo Burnett

Aug 2016 - Aug 2019 (3 years)

Led data strategy for global brands including Samsung, Disney, Heineken, Ferrero, Jeep, and Fiat. Built a 5-person analytics team, developed influencer validation methodology, and unified reporting with social listening into actionable insights. Finalist at Cannes Young Lions Brazil, supporting Samsung’s market share recovery.

Data Strategy Coordinator

F.Biz

Jun 2015 - Jul 2016 (1 year 1 month)

Coordinated cross-platform analytics and campaigns for América Móvil (Claro, Net, Embratel). Unified paid, web, and email data into executive reporting, improved brand lift and purchase intent through creative and audience optimization, and built a dedicated analytics squad to strengthen client performance.

Data Strategist

Publicis.Sapient

Sep 2014 - Jun 2015 (9 months)

Delivered data-driven insights for electronics, healthcare, food, and telecom brands, including Sony, Johnson & Johnson, Ferrero, Kraft, and Telefónica. Combined performance reporting and social listening to generate actionable recommendations that shaped media strategies and creative optimizations.

Junior Data Strategist

Publicis.Sapient

Nov 2013 - Aug 2014 (9 months)

▹ Supported cosmetics (L’Oréal - Vichy), hospitality (Accor - Mercure/Ibis/Novotel), and health (Bayer Pet) with reports that improved clarity and depth of analysis.
▹ Improved content engagement by 35% through actionable insights that helped optimize social media strategies.

Social Media Strategist

Teaser Propaganda

Mar 2011 - Jul 2013 (2 years 4 months)

Led social strategy for public services, education, finance, and construction clients, rapidly growing followers and engagement. Led the Cocreative Website Project, engaging followers in website development. Increased social media engagement by 335% through an innovative, gamified content strategy tied prize size to likes.