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Otávio Pedriali

@otviopedriali

Creative Strategist at Instituto Padre Pio, turning audience research and campaign data into testable ad concepts for education and DTC books.

Brazil

Message

What I'm looking for

I’m looking to help a company build an effective creative system by connecting audience research and performance data with testable ideas, production, and iteration.

At Instituto Padre Pio, I connect audience research, creative concepts, and performance analysis to shape campaigns for subscriber acquisition and DTC books. I turn social listening, competitor research, and trends into testable angles and messages.

I develop ad copy, headlines, and scripts, and brief designers on the visual direction. By reading performance KPIs alongside attention and retention metrics, I identify patterns and guide the next creative tests.

Since 2019, I’ve also worked independently through Pedriali Marketing, combining paid media and copywriting with creative strategy for e-commerce brands, digital product businesses, and local companies. I use research and test results to develop and iterate ad variations.

Experience

Work history, roles, and key accomplishments

Current

Creative Strategist

Current

Instituto Padre Pio

Feb 2025 - Present (1 year 8 months)

O Instituto Padre Pio é a maior plataforma de educação católica do Brasil, com cursos online e um e-commerce de livros.

Minha trajetória no Instituto começou em mídia paga, evoluiu para copywriting e se ampliou para estratégia e direção criativa, conectando pesquisa de público, desenvolvimento de conceitos e análise de performance.

-Transformo pesquisas de público, social listening, benchmarking

Current

Estrategista Criativo e Especialista em Mídia Paga

Current

Pedriali Marketing

Jul 2019 - Present (7 years 3 months)

Desde 2019, atuo como freelancer. Comecei na Gestão de Tráfego, desenvolvi minha especialização em Copywriting e, mais recentemente, passei a atuar também como Estrategista Criativo, trabalhando com marcas de e-commerce, negócios de produtos digitais e empresas locais.

* Transformar pesquisas sobre o público e insights de performance em hipóteses testáveis, ângulos criativos e conceitos de anúnci

Copywriter

Instituto Padre Pio

Jan 2023 - Jan 2026 (3 years)

As a Copywriter at Instituto Padre Pio, Brazil’s largest online Catholic education company, my role was to:

-Develop messaging and copy for ads, landing pages, emails, scripts, websites, and other marketing channels

-Develop concepts by turning consumer insights into compelling messaging that resonates with specific audiences

-Develop hooks, headlines, and angles to capture attention and commun

Paid Media Manager

Instituto Padre Pio

Aug 2021 - Dec 2022 (1 year 4 months)

As a Paid Media Manager, my role was to:

-Plan and execute paid media campaigns across Meta Ads, Google Ads, and X Ads

-Develop channel and media strategies aligned with business goals and target audiences

-Manage and allocate paid media budgets across campaigns, audiences, and channels

-Monitor CAC, ROAS, conversion rates, and other key performance indicators

-Translate campaign data and mar

Estagiário

Sibrax Software

Oct 2017 - Oct 2018 (1 year)

-Conduzi pesquisas de negócios e análises de ROAS de diferentes canais de aquisição, identificando oportunidades para melhorar a eficiência dos investimentos em marketing.

-Transformei os aprendizados das análises em hipóteses e propostas de testes, apoiando decisões de aquisição com base em dados.