Gustavo Franco, MSc

Leading the development and execution of full-funnel, data-driven growth initiatives for U.S.-based tech clients (e.g. Better, Compass, Scribd, SlideShare). Partner closely with product, design, data and engineering teams to align marketing with business goals. Building structured experimentation roadmaps (RICE, OKRs) and optimizing conversion funnels, which significantly boosted conversion rates and ROI (including tripling one client's ROI in a quarter). Also managing a multidisciplinary team… Show more

Leading the development and execution of full-funnel, data-driven growth initiatives for U.S.-based tech clients (e.g. Better, Compass, Scribd, SlideShare). Partner closely with product, design, data and engineering teams to align marketing with business goals. Building structured experimentation roadmaps (RICE, OKRs) and optimizing conversion funnels, which significantly boosted conversion rates and ROI (including tripling one client's ROI in a quarter). Also managing a multidisciplinary team and cultivating a data-driven culture to drive continuous digital growth. Show less

Teaching Strategic Marketing Planning for MBA courses.

Teaching the following disciplines:
- Performance Marketing
- Data driven marketing
- Data analytics
- Business Design
- Marketing strategy

Developed strategic digital sales channel plans for luxury brands like Dior, Givenchy and Lacoste. Led the Brazilian business unit and focused on high-impact marketing initiatives—achieving a significant increase in online revenue (ROI >6 on Dior’s campaigns) while maintaining strong profitability (EBITDA ~30%, margins >50%). Spearheaded the use of cutting-edge marketing tech to enhance brand visibility and sales performance, reporting directly to the Americas CEO.

Managed the CPG client portfolio (Unilever, Coca-Cola, Heineken), driving strategic collaborations and creative campaigns that boosted brand visibility and consumer engagement. Developed innovative content and influencer strategies that resulted in increased market share and revenue growth for these key clients. Led cross-functional teams to execute successful launches aligned with client KPIs.

Launched new digital sales channels (proprietary delivery app and WhatsApp commerce), making online channels contribute 30% of total company revenue. The new app drove 60% of digital sales within three months. Also forged an exclusive partnership with Rappi, generating R$3M in sales in the first month.

• Led strategic initiatives in paid media and business intelligence at Veloe, securing 500k clients during Brazil's first pandemic wave.
• Navigated the company through the challenges of the COVID-19 pandemic, propelling the toll tag service to success.
• Developed key insights and strategies to drive growth and market share in the competitive landscape.

• Orchestrated comprehensive paid media plans across 19 LATAM countries for Microsoft, focusing on meticulous planning and implementation.
• Drove Microsoft's social listening program across five distinct business areas, ensuring strategic insights and brand reputation management.

• Implemented digital transformation strategies at Santa Clara, leading to increased client engagement and revenue growth.
• Utilized business intelligence tools to analyze data and drive strategic decision-making for the agency.
• Developed innovative solutions to enhance the agency's digital presence and market positioning.

• Developed and executed digital marketing strategies for fashion e-commerce brands, driving brand awareness and customer engagement.
• Implemented innovative approaches to increase online sales and enhance customer experience through targeted campaigns.
• Analyzed data and metrics to optimize marketing efforts and achieve a significant increase in ROI.

• Orchestrated comprehensive digital projects for Consumer Packaged Goods brands, rooted in analytics.
• Developed strategic plans within the social media landscape to drive brand engagement and awareness.