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Mariana Carvalho

@marianacarvalho1

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Senior GTM & growth marketing strategist building full-funnel demand and revenue systems.

Portugal

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What I'm looking for

I’m looking for a growth-minded team where I can own go-to-market strategy end-to-end—building full-funnel systems, testing relentlessly, and turning data into measurable demand and revenue outcomes with real strategic autonomy.

I’m a Senior GTM & Growth Marketing Strategist with 15+ years’ experience driving market entry, demand generation, and revenue growth for scale-ups and global brands. I blend high-level strategy with hands-on execution across paid media, content, and brand.

I’ve led end-to-end marketing initiatives spanning positioning, acquisition, and growth optimisation, partnering with executive stakeholders to align go-to-market, content, and performance strategies with business-critical objectives. I’m consistently trusted with high-impact projects that require both strategic clarity and fast, measurable delivery.

In recent roles, I architected full-funnel go-to-market strategy for US expansion, led Instagram-first market entry (Canada launch), and built scalable content systems delivering 100+ branded assets and 50+ videos. I also ground everything in performance: conversion-focused creative, campaign testing frameworks, CRO roadmaps, and reporting that ties marketing activity to qualified leads, enrolment conversion, and ROI.

Experience

Work history, roles, and key accomplishments

Current

Independent Marketing Consultant

Current

Toptal Network

Jul 2024 - Present (1 year 11 months)

Provided strategic marketing leadership to high-growth and enterprise clients, selected as part of Toptal’s top 3% global network. Led end-to-end marketing initiatives across positioning, acquisition, and growth optimisation.

Go To Market Strategy Positioning Demand Generation Growth Marketing Content Strategy Performance Marketing Client Leadership Marketing Analytics

Current

Founder & Digital Marketing Director

Current

Saltseo Marketing Consultancy

Jan 2024 - Present (2 years 5 months)

Founded and scaled a marketing consultancy delivering end-to-end strategy across brand, growth, and acquisition. Built cohesive, performance-driven systems to unify client marketing efforts and drive measurable lead generation and growth outcomes.

Marketing Consultancy Brand Strategy Growth Marketing Lead Generation Campaign Strategy Performance Tracking Analytics Reporting Marketing Automation

Go-To-Market Strategist

Celtic Hero

Oct 2025 - Mar 2026 (5 months)

Architected a full-funnel go-to-market strategy for US expansion, defining 2026 positioning, messaging, buyer personas, and launch execution. Built a cohesive storytelling system across content, SEO, social, and influencer channels.

Go To Market Strategy Personas Full Funnel Marketing Content Strategy SEO Influencer Marketing

Marketing Strategist Expert

Weber Shandwick East Africa

Sep 2024 - Sep 2025 (1 year)

Developed and executed a go-to-market strategy, increasing qualified leads by 15% within the first quarter. Designed a full-funnel course launch and recruitment strategy, achieving 85% student retention and improving conversion rates by 22%.

Go To Market Strategy Lead Generation Market Research Course Launch Strategy Conversion Rate Optimization Email Marketing Social Media Strategy

Content Marketing Manager

New Frontiers in Learning

Sep 2024 - Sep 2025 (1 year)

Led content strategy across digital channels, delivering 100+ branded assets and 50+ videos, increasing content shares by 50% and HubSpot Academy engagement by 35%. Built a scalable content system to eliminate publishing gaps and ensure consistent output across platforms.

Content Marketing Copywriting SEO Optimization Social Media Strategy HubSpot Email Marketing Video Content Strategy Content Repurposing

Paid Social & GTM Lead

IWatch

Jun 2024 - Aug 2024 (2 months)

Led an Instagram-first go-to-market strategy for a Canadian launch, driving brand awareness and early-stage acquisition. Developed channel-focused messaging and targeting to support scalable demand generation.

Instagram Marketing Go To Market Strategy Paid Social Audience Targeting Creative Testing Performance Optimization Brand Messaging Market Entry Strategy

Senior Marketing Manager

Busy Bees Childcare

Jan 2017 - Jan 2022 (5 years)

Led marketing for a 16-nursery group, launching 4 new sites and achieving 85% occupancy within 6 months, increasing overall occupancy by 15%. Grew social community by 40% and engagement by 25%, increased organic website traffic by 35% via SEO-led content, improved lead-to-enrolment conversion by 20%, and generated 20% of new enquiries through partnerships.

Social Media Growth Marketing Analytics Funnel Optimization Lead Generation Conversion Rate Optimization Partnership Marketing Content Strategy

Senior Digital Marketing Manager

Medacs Global Group

Delivered integrated candidate acquisition campaigns, increasing qualified applicants by 25% annually. Improved engagement by 30%, reduced acquisition costs by 15%, and increased candidate engagement by 40% through automation workflows.

Performance Marketing Candidate Acquisition Marketing Automation Conversion Optimization ROI Measurement