Ads Strategy and Landing Page Optimization
Centro de Psicología Sandra Ribeiro — Marketing Strategist
As a new clinic in a competitive market, the business needed an effective acquisition strategy to drive high-quality patient leads at sustainable costs.
Organic acquisition channels were insufficient to meet growth targets.
The opportunity was to design a paid acquisition strategy (Google Ads) linked to optimized landing pages focused on patient conversion, ensuring high-quality lead generation with measurable ROI.
- Designed and launched Google Ads campaigns targeting therapy-related keywords tailored by patient segment and service type.
- Developed and optimized clinic landing pages to align directly with ad messaging, focusing on clarity, trust-building, and clear calls to action.
- Implemented analytics tracking to measure conversion rates, CPC, and ROI across campaigns.
- Continuously iterated ad copy, targeting, and landing page layouts based on performance data.
- Balanced spend across service offerings to maintain optimal cost per acquisition.
- Achieved sustained high-quality patient acquisition through paid channels, maintaining a healthy CAC relative to service LTV.
- Increased landing page conversion rates significantly through iterative optimization.
- Built a replicable, data-driven paid acquisition model for future service lines.
Braze Integration and Cross-Platform Engagement Strategy
Brainly — Product Owner
Brainly needed a robust engagement automation platform to support scalable user communication across push notifications, in-app messaging, and email — all localized and behavior-triggered across platforms.
The engagement stack was outdated, non-personalized, and inefficient to scale across Brainly’s 350M+ user base.
The opportunity was to integrate Braze and establish a modern, fully owned user engagement pipeline — covering push notifications, in-app messaging, and lifecycle automation with high segmentation precision.
- Led vendor research, evaluation, and contract negotiation, aligning stakeholders across Product, Marketing, and Legal.
- PMed the full integration across Android, iOS, and Web, managing cross-functional dependencies (backend, localization, frontend, analytics).
- Designed scalable user journeys for push and in-app, mapped to behavioral triggers across the user lifecycle (onboarding, activation, re-engagement, upsell).
- Post-integration, assumed full ownership of the Braze channel: campaign strategy, message design, testing, and performance optimization.
- Implemented A/B and multivariate testing for timing, messaging tone, and feature prompts.
- Trained internal teams on Braze usage, permissions, segmentation logic, and lifecycle program structure.
- Completed Braze integration across all platforms under time and scope constraints.
- Decreased campaign creation time by over 80%, from multi-week engineering cycles to self-service execution.
- Boosted push and in-app engagement metrics through highly targeted journeys tied to user behavior.
- Enabled market- and language-specific personalization at scale.
- Maintained full product-side ownership of the channel post-launch, aligning messaging strategy with product and monetization goals.