Description

Growth and marketing leader with 15+ years of experience across DTC, FMCG and digital businesses.

I help companies improve acquisition, conversion and go-to-market execution through performance marketing, experimentation and cross-functional growth strategy.

My background includes leading growth and marketing initiatives within AB InBev ventures and digital environments, working closely with product, CRM and commercial teams to drive measurable business impact.

How I can support:

• Growth Audit

Assessment of acquisition channels, conversion funnel and retention drivers, with clear prioritisation and actionable recommendations.

• Go-to-Market Strategy

Support in defining positioning, messaging, channel mix and execution roadmap for new products, markets or initiatives.

• Performance & Experimentation

Design and optimisation of experimentation frameworks (A/B testing, channel testing, funnel improvements) to improve efficiency and results.

• Fractional Growth Leadership

Ongoing support working with founders and teams to define priorities, structure growth initiatives and improve execution across marketing and product.

I typically work with consumer, DTC and digital businesses looking to scale, optimise performance or bring more structure to their growth efforts.

Languages

English
Native or bilingual
German
Conversational
Spanish
Basic
Portuguese
Native or bilingual

Workplace preferences

Can work on-site

Düsseldorf (up to 50km)

Zé Delivery
Head of Strategy & PMOs
January 2023 - March 2024 (1 year and 2 months)
São Paulo, State of São Paulo, Brazil
Led cross-functional initiatives across marketing, product and commercial teams, translating business objectives into actionable growth plans. Established performance routines, KPIs and reporting frameworks, improving visibility and supporting data driven decision-making. Acted as a strategic partner to senior leadership, supporting decision-making through performance analysis and business insights. Orchestrated high-impact initiatives during key commercial moments, ensuring execution quality and alignment across teams.
Growth Strategy Corporate strategy Reporting PMO
Zé Delivery, AB INBEV
Senior Growth Manager
June 2022 - December 2022 (6 months)
São Paulo, State of São Paulo, Brazil
Defined and executed marketing and growth initiatives for market expansion, adapting communication, pricing and channel strategies by region. Led consumer research and performance analysis, translating insights into marketing strategies and channel prioritisation. Designed and implemented experimentation frameworks (A/B testing) to optimise campaigns, improving conversion and engagement. Developed marketing playbooks and collaborated with cross-functional teams to align initiatives with business priorities.
Growth Strategy A/B Testing Traffic acquisition Sales funnel Customer Acquisition
Sempre em Casa (DTC Subscription Business), AB INBEV
Head of Growth
February 2020 - May 2022 (2 years and 3 months)
São Paulo, State of São Paulo, Brazil
Owned end-to-end growth strategy, combining brand marketing and performance initiatives to drive acquisition, retention and commercial results. Defined KPIs and growth targets, aligning marketing strategy with business objectives and commercial priorities. Led performance analysis and experimentation, leveraging consumer insights to optimise campaigns and lifecycle communication. Partnered with Product, CRM and commercial teams to improve conversion funnels and align marketing initiatives with business goals.
Growth Strategy Digital Marketing go-to-market-strategy Sales funnel Corporate strategy