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Lorena Pinheiro

@lorenapinheiro

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Data-driven performance marketing specialist growing ROI through paid media, analytics, and tracking.

Brazil

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What I'm looking for

I’m looking for a role where I can own paid media performance, measurement, and tracking, partnering cross-functionally with BI/design/CRM to scale ROI—using data-driven strategy, continuous optimization, and automation to grow leads and revenue.

I’m a Digital Marketing and Performance Specialist focused on paid media, analytics, and automation—turning data into actionable business decisions. I plan and execute multiplatform campaigns across the acquisition funnel, especially for lead generation and e-commerce growth.

Across multiple accounts and segments, I bridge strategic multichannel planning with execution through budget forecasts and continuous optimization. I’m experienced in delivering scalable results by analyzing metrics, performance, and conversion insights to refine what works.

I collaborate closely with BI, Design, Content, and CRM teams to connect execution with measurement. My approach includes advanced tracking implementation (including UTM parametrization and Google Tag Manager) and CRM flow structuring to support relationship nurturing and retention.

I bring a holistic, hands-on mindset—combining ROI-focused strategy, keyword research/SEO support, and market trend/user behavior analysis with practical campaign management. From freelance to in-house roles, I’ve consistently supported performance, conversion, and growth through data-driven execution.

Experience

Work history, roles, and key accomplishments

Current

Performance Marketing Specialist

Current

Freelance

Feb 2020 - Present (6 years 4 months)

Managed multiple paid acquisition accounts focused on ROI, planning and executing data-driven digital strategies. Optimized campaigns continuously to improve scalability and efficiency.

Paid Media ROI Optimization Google Analytics Looker Studio Google Tag Manager Marketing Automation Lead Generation Meta Ads

Performance Marketing Specialist

Grupo GPAC

Aug 2021 - Nov 2021 (3 months)

Managed performance-focused digital campaigns, monitoring conversion metrics and delivering data-driven optimization recommendations. Supported continuous improvements to campaign efficiency and results.

Performance Marketing Conversion Tracking Metrics Analysis Google Ads Meta Ads LinkedIn Ads Google Analytics Looker Studio Google Tag Manager

Performance Marketing Specialist

Grupo Ghfly

May 2020 - Aug 2021 (1 year 3 months)

Planned and executed multichannel digital campaigns, managing paid media with a focus on performance and growth. Used metrics-driven insights to support optimization and scale acquisition results.

Campaign Planning Conversion Optimization Google Ads Meta Ads LinkedIn Ads Performance Analytics Looker Studio

Digital Marketing Specialist

Grupo Vogg / DirectX

Nov 2018 - Apr 2020 (1 year 5 months)

Developed and executed digital strategies, managing campaign execution and performance analysis. Translated analytics into actionable improvements to support growth goals.

Digital Strategy Paid Media Management Performance Analytics Google Ads Meta Ads WordPress

Digital Marketing Specialist

Saludigital

May 2018 - Oct 2018 (5 months)

Planned and executed digital campaigns, supporting media and content strategy activities. Contributed to campaign delivery across digital channels.

Digital Campaigns Campaign Planning Paid Media Social Media Management Google Trends SEMrush Google Analytics

Marketing Analyst

Colégio Decisivo, Netcentro & Phitofarma

Jan 2015 - Jan 2018 (3 years)

Managed social media channels and produced content for promotional and institutional campaigns. Supported campaign execution and ongoing audience-facing communications.