Available to hire
Hi, I’m Mariana de Carvalho, a senior performance marketing leader with 10+ years of experience driving scalable customer acquisition for global brands. I specialise in paid media and growth strategy, helping brands like Vodafone, Audi, Coca-Cola, Nestlé, and Santander optimise CPA, boost conversion rates, and unlock sustainable full-funnel growth. I thrive on turning data into actionable roadmaps, leading cross-functional teams, and delivering revenue impact from paid campaigns.
In my work, I own end-to-end campaigns, run rigorous A/B tests, and collaborate with sales and creative teams to optimize leads and lift performance. I’m passionate about building growth engines that align with business goals and mentoring teams to keep pushing for measurable results.
Skills
Experience Level
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Language
English
Fluent
Portuguese
Fluent
Spanish; Castilian
Fluent
Work Experience
Lead Gen Specialist at Verisure
November 1, 2024 - PresentOwn and optimise lead generation strategy across paid channels; manage full-funnel acquisition strategy; drive A/B testing across creatives, audiences, and funnels; optimise campaigns based on CPA, conversion rate, and lead quality; collaborate with sales teams to drive revenue impact from campaigns’ leads.
Senior Paid Media Specialist at Media.Monks
March 1, 2024 - PresentLed performance campaigns; defined paid media strategies aligned with growth objectives; translated data insights into optimisation roadmaps; partnered with creative teams to improve ad performance.
Senior Paid Media Specialist at Media.Monks (London)
March 1, 2024 - PresentLead end-to-end paid media campaigns across multiple platforms, coordinating with creative teams, optimizing performance, and delivering comprehensive reporting for clients.
Senior Digital Marketing Manager at Spark Health Agency
June 1, 2021 - March 31, 2024Owned digital strategy and paid media execution; managed budgets across multi-channel campaigns; built and optimised full-funnel strategies; delivered insights to stakeholders.
Senior Digital Marketing Manager at Spark Health Agency (London)
June 1, 2021 - March 1, 2024Oversee digital marketing strategy and campaigns, manage paid media and content across channels, and drive client growth.
Creative Social Strategist Lead at By – Interactive Brands Agency
November 1, 2019 - June 30, 2021Led creative social strategy and new business initiatives; developed campaigns across social platforms; supported client acquisition.
Creative Social Strategist Lead | New Business Creative at By – Interactive Brands Agency (Lisbon)
November 1, 2019 - June 1, 2021Directed creative social strategies and new-business pitches, crafting compelling concepts and presentations that translated complex ideas into actionable campaigns.
Creative Social Strategist Lead | New Business Creative at Interactive Brands Agency (Lisbon)
November 1, 2019 - June 1, 2021Develop social strategies, lead new business concepts, and oversee creative social campaigns for clients.
Senior Creative Strategist & Paid Media Manager at Wunderman Thompson
June 1, 2018 - November 30, 2019Managed integrated paid media and creative strategy; developed data-driven optimizations; collaborated with creative and client teams to drive results.
Senior Creative Strategist & Paid Media Manager at Wunderman Thompson (Lisbon)
June 1, 2018 - November 1, 2019Developed creative strategies and managed paid media campaigns; integrated creative with performance insights.
Head of Paid Media & Digital Content Creative at Transmission
December 1, 2017 - March 31, 2018Led paid media and digital content creative leadership; planned and executed digital campaigns; guided cross-functional teams.
Head of Paid Media & Digital Content Creative at Transmission (London)
December 1, 2017 - March 1, 2018Led paid media strategy and digital content creation; cross-team collaboration; client reporting.
Creative Strategist & Social Media Manager at Beamly
January 1, 2017 - December 31, 2017Developed creative social strategies for Coty brands Rimmel UK & Philosophy UK; managed social campaigns and content.
Creative Strategist & Social Media Manager (Rimmel UK & Philosophy UK – part of Coty) at Be amly (London)
January 1, 2017 - December 1, 2017Strategized creative social content and campaigns for Rimmel UK and Philosophy UK; drove brand engagement.
Digital Conceptual Creative & Social Media Specialist at Royal Mail Group (London)
June 1, 2016 - January 1, 2017Conceptual creative, digital campaigns and social media execution; brand storytelling.
Digital Conceptual Creative & Social Media Specialist at The Minimart
November 1, 2015 - June 30, 2016Delivered digital creative concepts and social media content; supported brand campaigns.
Digital Conceptual Creative & Social Media Specialist at The Minimart (London)
November 1, 2015 - June 1, 2016Digital conceptual creative and social media management for clients.
Social Media Creative Supervisor & Digital Conceptual Creative at Fullsix
May 1, 2015 - October 31, 2015Led social media creative efforts and digital concepts for clients in Lisbon.
Social Media Creative Supervisor & Digital Conceptual Creative at Full six (Lisbon)
May 1, 2015 - October 1, 2015Supervised social media creative; developed digital concepts for campaigns.
Digital Conceptual Creative & Social Media Specialist at Ogilvy & Mather
October 1, 2012 - May 31, 2015Conceptual creative and digital copywriting work across campaigns in Lisbon.
Conceptual Creative/ Digital Copywriter at Ogilvy & Mather (Lisbon)
October 1, 2012 - May 1, 2015Wrote conceptual creative and digital copy for campaigns across clients, contributing to idea generation and creative direction.
Conceptual Creative / Digital Copywriter at Ogilvy & Mather (Lisbon)
October 1, 2012 - May 1, 2015Created conceptual creative and digital copywriting for campaigns.
Digital Conceptual Creative & Social Media Specialist at The Grand Union
October 1, 2011 - October 31, 2012Conceptual creative and social media work for Lisbon clients.
Conceptual Creative/ Digital Copywriter at The Grand Union (Lisbon)
October 1, 2011 - October 1, 2012Developed concepts and digital copy that supported brand storytelling and campaign execution.
Conceptual Creative / Digital Copywriter at The Grand Union (Lisbon)
October 1, 2011 - October 1, 2012Crafted conceptual creative and digital copywriting for campaigns.
Education
Post Graduation - Arts of Writing at Nova University, Lisbon
January 1, 2014 - January 1, 2015Creative Advertising at Restart – Institute of Arts and New Technologies
January 1, 2010 - January 1, 2011Anthropology at Nova University, Lisbon
January 1, 2008 - January 1, 2011Post Graduation - Arts of Writing at Nova University, Lisbon
January 1, 2014 - January 1, 2015Creative Advertising at Restart – Institute of Arts and New Technologies
January 1, 2010 - January 1, 2011Anthropology at Nova University, Lisbon
January 1, 2008 - January 1, 2011Postgraduate - Arts of Writing at Nova University Lisbon
January 1, 2014 - December 31, 2015Creative Advertising at Restart – Institute of Arts and New Technologies
January 1, 2010 - December 31, 2011Anthropology at Nova University, Lisbon
January 1, 2008 - December 31, 2011Qualifications
Amazon Ads Campaign Optimization Certification
January 11, 2030 - December 18, 2025Amazon Advertising Campaign Planning Certification
January 11, 2030 - December 18, 2025LinkedIn Marketing Strategy
January 11, 2030 - December 18, 2025Advanced Programmatic Course
January 11, 2030 - December 18, 2025Basic Programmatic Certification
January 11, 2030 - December 18, 2025Google Ads (Lisbon Digital School)
January 11, 2030 - December 18, 2025Big Social Data (Lisbon Digital School)
January 11, 2030 - December 18, 2025DELE Superior C1 - Spanish language certification
January 11, 2030 - December 18, 2025Scripting for Radio Ads (Restart)
January 11, 2030 - December 18, 2025Amazon Ads Campaign Optimization Certification
January 11, 2030 - March 5, 2026Amazon Advertising Campaign Planning Certification
January 11, 2030 - March 5, 2026LinkedIn Marketing Strategy
January 11, 2030 - March 5, 2026Advanced Programmatic Course
January 11, 2030 - March 5, 2026Basic Programmatic Certification
January 11, 2030 - March 5, 2026Google Ads
January 11, 2030 - March 5, 2026Big Social Data
January 11, 2030 - March 5, 2026DELE Superior C1
January 11, 2030 - March 5, 2026Scripting for Radio Ads
January 11, 2030 - March 5, 2026Amazon Ads Campaign Optimization Certification (Amazon)
January 11, 2030 - June 30, 2026Amazon Advertising Campaign Planning Certification (Amazon)
January 11, 2030 - June 30, 2026LinkedIn Marketing Strategy (LinkedIn)
January 11, 2030 - June 30, 2026Advanced Programmatic Course (StackAdapt)
January 11, 2030 - June 30, 2026Basic Programmatic Certification (StackAdapt)
January 11, 2030 - June 30, 2026Google Ads (Lisbon Digital School)
January 11, 2030 - June 30, 2026Big Social Data (Lisbon Digital School)
January 11, 2030 - June 30, 2026DELE Superior C1 - Spanish language certification (Instituto Cervantes)
January 11, 2030 - June 30, 2026Writing a Book – Where to Start (Restart)
January 11, 2030 - June 30, 2026Creative Writing (Restart)
January 11, 2030 - June 30, 2026Scripting for Radio Ads (Restart)
January 11, 2030 - June 30, 2026Industry Experience
Media & Entertainment, Consumer Goods, Retail, Telecommunications, Software & Internet, Professional Services
Skills
Experience Level
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
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