Gustavo Franco de Oliveira
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São Paulo, State of São Paulo, Brazil
Résumé
Jobs
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Manager, Global Product & Go-to-MarketUberOct 2025 - Current (9 months)• Led the global go-to-market strategy for Mobility Offers, a new Uber Ads product — taking it from zero to launch in 9 months and driving $10M USD in revenue. • Built the global commercial narrative and market-entry playbook, enabling coordinated launch across 15 markets worldwide. • Redesigned the product's ad formats, lifting ad performance by up to 200% across CTR, claim rate, and redemption/conversion rates.- Growth DirectorGraphiteJan 2025 - Oct 2025 (10 months)• Led a 10-person growth team as Growth Director, owning client relationships, strategy, and execution of SEO, AEO, and CRO programs for major U.S. tech clients — Netflix (Tudum), Scribd, Better, and Compass. • Grew organic traffic 30% YoY for Netflix's Tudum and increased organic lead volume by up to 30% for Better (mortgage) through content strategy and full-funnel SEO. • Reversed sustained organic traffic declines for Scribd (SlideShare) and Compass (real estate), returning both properties to growth via technical SEO and content optimization. • Built end-to-end conversion flows and led CRO across page design and engineering, while pioneering Answer Engine Optimization (AEO) to position client content for AI-driven search and answer engin
- CPaid Media DirectorCosmo5Jul 2022 - Jan 2025 (2 years 7 months)• As Paid Media Director, led media strategy for a luxury portfolio across LVMH (Dior, Rimowa, Givenchy, Guerlain, Kenzo, Belmond), MSC Cruises, and Lacoste — managing a 5-person team plus cross-functional data and operations partners, with constant alignment to global brand teams. • Sustained 6x+ ROI on Dior e-commerce campaigns with 30% YoY sales growth, and delivered 10x+ ROI for Rimowa with 25% YoY growth, consistently exceeding targets across flagship luxury accounts. • Launched e-commerce operations in Brazil for Guerlain and Lacoste, achieving 5–6x+ ROI on campaigns from day one. • Drove 50% post-pandemic e-commerce growth for MSC Cruises and repeated product sellouts for Givenchy and Kenzo through influencer-led campaigns, while lea
- SSr. Client Solutions ManagerDec 2021 - Jul 2022 (8 months)• Managed a high-value portfolio of top CPG advertisers (Unilever, Coca-Cola, Heineken, BRF), owning post-sale relationships and exceeding cross-sell and upsell quotas — driving up to 100% month-over-month investment growth. • Drove adoption of TikTok's full ad product suite from awareness to traffic, deploying the TikTok pixel across all managed accounts and channeling Voice-of-Customer insights to product teams to inform solution development. • Enabled flagship creator-led campaigns for Dove, Coca-Cola, and Heineken — including Dove's award-recognized "That's Not My Name" (68M+ earned impressions) and Sadia's #PassinhoDoLek.
- BGrowth Marketing ManagerBacio di LatteOct 2020 - Dec 2021 (1 year 3 months)• Built the company's CRM operation from the ground up — implementing Salesforce, onboarding a 1M-customer base, and launching end-to-end lifecycle communication and campaign management. • Launched the brand's proprietary app, shifting ~30% of total company revenue online, with 60% of digital sales through the app within three months • Redesigned the media operation with the agency to double media ROI, and launched the "Ice Cream Day" campaign that tripled single-day revenue year-over-year. • Expanded the digital commerce ecosystem — launching a new website, gift cards, and a tiered loyalty program that drove app adoption — while managing Rappi and iFood marketplace partnerships, driving 3M in revenue for these platforms monthly.
- BBusiness Intelligence ManagerBETC (Veloe)Jul 2019 - Oct 2020 (1 year 4 months)• Ran the performance marketing desk that drove 70% of Veloe's total demand (B2C and B2B) for toll-tag products, owning growth operations end to end, supporting the acquisition of +500k clients. • Reduced CPA by 60% through rigorous A/B testing and hypothesis-driven optimization, and launched co-marketing partnerships with Bradesco and Banco do Brasil that generated ~10% of total demand. • Leveraged extensive experience in e-commerce management gained from working with brands like JDE and China In Box to refine digital sales strategies and improve the efficiency of direct-to-consumer platforms.
- Media & Analytics ManagerOLIVER AgencyAug 2018 - Jul 2019 (1 year)• Built Microsoft's LATAM paid media operation from scratch — hiring a 4-person team (media + data), managing B2B investment across 19 countries and 26+ audiences, and tripling the area's budget within one year. • Launched the brand's social listening program across all 19 markets, acting as the bridge between market intelligence and product managers to inform B2B strategy. • Led regional SEO strategy for 19 countries in LATAM, optimizing organic search performance and content visibility across diverse markets. • Executed Direct-to-Consumer (DTC) marketing campaigns for Microsoft B2C product lines, driving brand engagement and conversion through targeted digital initiatives. • Integrated Hotjar to perform advanced user experience research a
Education
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- Mastering Customer FeedbackReforgeJan 2026 - Current (6 months)
- Positioning, Messaging, Branding & Radical DifferentiationCXLJan 2026 - Current (6 months)
- Vibe Coding — L4 PlatinumLovableJan 2026 - Current (6 months)
- Product Marketing for Technology CompaniesCXLJan 2026 - Current (6 months)
- GGoogle AI Professional CertificateJan 2026 - Current (6 months)
- AAI FundamentalsJan 2026 - Current (6 months)
- PhD, International MarketingESPMJan 2025 - Current (1 year 6 months)In progress
- MSc, Business Development ManagementUniversidade Presbiteriana MackenzieJan 2023 - Jan 2024 (1 year 1 month)
- Bachelor's, Business AdministrationCentro Universitário AnhangüeraJan 2005 - Jan 2010 (5 years 1 month)