Jessika Vital

About

I built my career in digital marketing after starting in agencies, working with Google Ads and Meta Ads for brands in fintech, real estate and consumer services. Over the years I expanded into growth, CRM and analytics, which gave me a full funnel view of how acquisition connects to conversion, retention and revenue. I focus on building scalable paid media structures, improving lead quality and optimizing campaigns through keyword strategy, audience refinement, creative testing and clean tracking. Today I work with Google and Meta performance, combining clear communication with data driven decisions and continuous optimization for teams that value results and transparency.

Experience

• Senior Paid Advertising Specialist · Freelancer08-01-2025

  Managing Google Ads and Meta Ads campaigns for clients across the US, Canada, Costa Rica, Australia, and the UK, plus B2B demand generation work for enterprise clients through a martech agency. Verticals span B2B SaaS and tech, fintech, health and wellness, e-commerce, and service-based businesses. Scope includes full-funnel strategy and campaign architecture across Google Search, Demand Gen, Meta, and LinkedIn Ads, conversion tracking implementation and troubleshooting (GA4 + GTM + Looker Studio), budget pacing, bid strategy calibration, and performance reporting tied to business outcomes (CAC, ROAS, CPA, pipeline) rather than platform metrics. Approach: diagnose root cause before optimizing. Every engagement starts with a structural audit to identify what is actually limiting performance, whether that is tracking integrity, campaign architecture, match type discipline, or bidding signal quality. Fixes are prioritized by revenue impact, not by what is easiest to change. Core competencies: B2B lead and demand generation, Google Search, Demand Gen, LinkedIn Ads, Smart Bidding calibration, attribution gap analysis, and structured reporting for both technical and non-expert stakeholders.

• Senior Growth & CRM Analyst · Creditas11-01-2024 – 05-01-2025

  - Manage cross-sell CRM campaigns to drive customer retention, upsell, and LTV growth. - Execute multichannel campaigns (email, WhatsApp, push) using Oracle Responsys. - Perform audience segmentation and targeting using SQL and Databricks. - Analyze funnel and engagement metrics (open rate, CTR, conversion, CAC, CPL) via Tableau and Redash. - Conduct A/B testing and growth experiments to validate strategies and optimize conversion rates. - Collaborate with Product, Sales, and Customer Success teams to align CRM initiatives with business goals. - Build and maintain dashboards to support data-driven decision-making.

• Senior Growth Strategist · PicPay12-01-2023 – 11-01-2024

  - Developed and executed monetization strategies for payment products to drive customer retention and revenue growth. - Managed multichannel CRM campaigns (WhatsApp, email, SMS, push) using Salesforce Marketing Cloud and Salesforce Data Cloud. - Implemented data-driven automations to optimize customer journeys and maximize conversion rates. - Built and managed segmented email marketing campaigns, including A/B testing and KPI analysis. - Collaborated with Business, Product, and Analytics teams to identify growth opportunities using quantitative and qualitative data. - Used SQL and Databricks to integrate and validate consumption data for campaign optimization. - Produced regular performance reports, identifying trends and insights to improve CRM and growth strategies.

• Senior Growth Specialist · Fortbrasil02-01-2019 – 12-01-2023

  -Managed lifecycle and seasonal campaigns using Salesforce Marketing Cloud, integrating channels such as email, SMS, push, and WhatsApp, with a focus on enhancing segmentation and optimizing user behavior. -Created and implemented customer engagement and retention strategies, based on quantitative and qualitative research with UX teams, leading to a 13% increase in card usage and a 9% rise in virtual card usage. -Conducted data analysis and A/B tests to optimize CRM campaigns and maximize monetization, using tools like PowerBI, Looker Studio, and Google Analytics to provide insights into campaign performance. -Collaborated with cross-functional squads using Agile methodology to develop and implement growth campaigns, applying automation practices to improve campaign efficiency and customer experience. -Led the integration of CRM with other marketing platforms, automating processes and ensuring data accuracy.

Education

• Universidade de FortalezaAdvertising, Publicidade
• Universidade Farias BritoDigital Marketing, Publicidade

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