Helena Maciel Catão

Led end-to-end marketing and commercial strategies for a B2G software company, aligning demand generation, CRM optimization, and sales enablement to support public sector growth. Planned and executed inbound and performance marketing initiatives, managed the full funnel from lead acquisition to qualification and handoff to sales. Analyzed traffic, campaign performance, and CRM data to generate insights and optimize conversion rates and pipeline efficiency. Designed and implemented automation workflows and AI-powered chatbot solutions to improve lead qualification, response time, and customer communication at scale. Coordinated development of institutional marketing materials and trade show booths for public-sector events, ensuring brand consistency and alignment with commercial objectives. Collaborated cross-functionally with sales, product, and leadership teams, supporting strategic decisions with data-driven reports and dashboards.

Owned inbound, performance, and CRM strategies for Mercedes-Benz and Porsche brands, aligning marketing initiatives with revenue, lead quality, and customer engagement goals. Planned and managed online and offline campaigns (Meta Ads, Google Ads, SEO, GA, GSC), optimizing budget allocation based on ROI and performance data. Mapped the customer journey and designed automation and post-sales workflows to improve lead nurturing, retention, and repeat purchases. Served as main liaison between the executive board, CRM team, and external agencies, translating data into actionable growth strategies.

Supported executive-level internal communications initiatives within a multinational industrial environment, curating and distributing strategic information to senior leadership. Coordinated nationwide internal town halls from planning through post-event analysis, supporting knowledge sharing and alignment across teams in multiple regions. Managed internal communication timelines, documentation, and approvals, ensuring compliance with corporate governance, risk management, and internal policies. Collaborated cross-functionally to organize content and materials aligned with organizational priorities and leadership communication standards.