Rafael Machado Pavan

Lead Account Strategist

Yamu Media

Apr 2025 - Current (1 year 1 month)

Lead paid strategy and performance marketing initiatives for clients across multiple industries, managing high-budget, multi-platform campaigns to maximize ROI. Designed and executed paid media strategies across Google Ads, Meta Ads, and LinkedIn Ads, managing budgets exceeding $50K/month per client to drive qualified lead generation and revenue growth. Directed cross-functional teams (design, creative, content, SEO, web) to ensure campaign deliverables were aligned with strategic objectives, timelines, and performance KPIs. Provided strategic guidance to the execution team, equipping them with context, resources, and feedback to optimize campaign outcomes. Monitored and optimized KPIs (CPA, CPL, ROAS, CTR) through continuous testing, perfo

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Inbound Marketing LATAM Specialist

Pluxee

Jun 2024 - Apr 2025 (11 months)

Leading LATAM's B2B inbound acquisition strategy. Collaborating with sales and marketing teams to improve the lead journey and optimize conversion rates. Managed a $20,000 monthly budget for Google Ads, Meta Ads, and LinkedIn Ads for inbound campaigns. Improved Lead to MQL conversion rate from 23% to 42% and MQL to SQL conversion rate from 37% to 62% within six months. Improved qualified lead generation by 16%. Implemented Google Tag Manager structure that enabled Mautic decommission and allowed all lead generation strategies to be accurately tracked on Pardot. Led cross-functional efforts with agencies and internal teams to optimize marketing pipelines. Implemented data-driven improvements in the nurturing journey.

Marketing Leader

InCeres

Jun 2023 - May 2024 (1 year)

Responsible for the overall marketing strategy, focusing on demand generation, customer acquisition, and process optimization between marketing and sales teams. Managed multi-channel campaigns and agency partnerships. Managed Google Ads increasing lead generation by 120% in 8 months. Reduced sales cycle time from 4 months to 2 months by optimizing lead communication flows. Restructured the company website, increasing lead conversions. Planned and executed promotional campaigns and events.

Senior Marketing Analyst

Ada Tech

Jun 2021 - Jun 2023 (2 years 1 month)

Structured and managed the performance marketing area with a focus on new lead acquisition through inbound and outbound strategies. Launched and optimized paid media campaigns on Google, Meta, LinkedIn, and TikTok, managing campaigns for multiple clients. Built a nurturing strategy using gated content and email marketing. Created and managed a community with over 60,000 members on Discord. Acted as a focal point between marketing, sales, product, and development teams.

Rafael Machado Pavan

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