Amsterdam, North Holland, Netherlands
Search and Performance Marketing specialist with 10+ years of experience in paid search, lead generation, data analysis, and growth. I’m focused on the intersection of Google Ads, AI, automation, and creative systems, using AI not just to generate content, but to build practical workflows, prototypes, dashboards, and tools for modern marketing teams. I’ve built projects like Despacho.pt, Travel Content AI, and other AI-powered creative automation tools, exploring how marketers can move faster from research to execution. Hands-on across Google Ads, Looker Studio, feed-based automation, prompt design, data analysis, and AI workflow prototyping.
Senior Specialist on courier recruitment paid search across 14 European markets and 300+ cities, managing a multi-million euro annual budget. Where the work happens: - Hyper-local Google Ads at city level, with feed-driven personalization via Channable - Bid strategy, account architecture and testing across Brand, Competitor and Generic campaigns - Building internal automation tools that handle budget allocation, performance monitoring and ad copy generation across markets, and cross channel - Designing AI agents on top of the Claude API that turn campaign data into specific recommended actions, not just dashboards - SEA/SEO cannibalization and overlap analysis to inform where the team invests Stack: Google Ads, Looker Studio, Channable, Toqan, Google Apps Script, gemini API, SQL.
- Led recruitment marketing across multiple European markets, with around 7M€ in annual budget - Delivered 70% increase in leads and 40% reduction in CPL in 2023 - Built automation on top of Channable and feed management to scale account structures across markets - Created dashboards and automated reports in SQL, Looker Studio and Google Sheets for daily decision-making - Co-formulated the recruitment marketing search strategy with cross-functional teams - Ran extensive A/B testing on ad copy, bidding and structure
Managed multi-million dollar paid search portfolios for Shutterstock and PremiumBeat across South America, European Nordics, Portugal, India and APAC. - Drove 20%+ year-over-year subscription growth while keeping CPA stable - Owned around 3M$ in annual budget across two brands and 10+ markets - Built campaign architecture and keyword strategy from scratch for new market launches - Adapted ad copy and bidding to local market dynamics, balancing global brand guidelines with regional performance - Ran continuous testing on ad groups, negative keywords and audience layering to improve efficiency - Partnered with brand and creative teams to keep messaging consistent across paid channels Stack: Google Ads, Microsoft Ads, Google Analytics, Google Sheets.
Care to Beauty is one of Portugal's largest online cosmetics retailers, shipping to 100+ countries with thousands of SKUs across major European beauty brands. - Owned paid acquisition across Google Ads and Meta Ads, with focus on ROAS and customer lifetime value - Scaled paid spend across multiple international markets, balancing high-volume bestsellers with long-tail SKU coverage - Built campaign calendars in sync with sales, content and design teams, tying paid pushes to product launches and seasonal peaks - Standardized account structure and reporting across search and social, making performance comparable across channels - Tested new martech and tracking partners to expand reach and reduce CPA
Pluricosmética is one of Portugal's largest professional cosmetics retailers, with 80+ physical stores and a national online operation. - Owned digital marketing end-to-end: online store, paid acquisition and social, with around 25K€ monthly budget - Delivered 164% revenue growth and 181% increase in transactions through paid optimization and CRO - Grew sessions 64% and conversion rate 71% over the same period - Led digital rebranding project, including online store homepage redesign - Built content and communication aligned with brand voice across digital channels - Partnered with retail, sales and merchandising teams to align online and offline campaigns Stack: Google Ads, Meta Ads, Google Analytics, e-commerce platforms.
Joined movonparts.com (SPR's online auto parts store) through a professional internship and grew into the marketing lead role over 3 years. - Owned paid acquisition on Google Ads and Facebook Ads for the online store - Managed social media presence across SPR brands - Produced communication materials and creative for paid and organic channels - First hands-on experience scaling an ecommerce business in a niche vertical (auto parts, B2C and B2B mix)