Joana Rocha

Own the performance and strategic direction of paid media campaigns across Meta, Google, TikTok, and Kwai, supporting product launches and ongoing initiatives across hair care and body care categories. Structured and standardized the Brand Lift research process to ensure consistent performance tracking across the company's largest haircare brand. In close collaboration with the Creative team, we ensured that all studies conducted throughout the year achieved positive lift in message association. Lead cross-functional collaboration with creative, influencer marketing, e-commerce, and external partners to ensure media strategy, messaging, and commercial priorities are aligned. Coordinate multidisciplinary teams to plan, execute, and optimize campaigns, balancing brand objectives with performance goals. Maintain clear performance tracking (CPA, ROAS, CTR) and provide continuous reporting and optimization to drive scalable improvements.

Supported paid media planning and execution across international markets, monitoring performance and optimizing campaigns based on KPIs. Managed relationships with international partners and coordinated with agencies to ensure alignment and timely execution of campaigns. Developed briefs and performance reports, translating campaign data into actionable insights for stakeholders. Collaborated on influencer-led campaigns and supported product launches.

Executed and optimized paid media campaigns across Meta, Google, and TikTok, with hands-on management of budgets, audiences, and creatives. Monitored campaign performance daily, applying data-driven optimizations and mid-campaign adjustments to improve results. Built and maintained client dashboards and reports and supported multiple client accounts in a fast-paced agency environment.