Communication Shift: a strategic change from emotional, top-funnel messaging to a functional, benefit-oriented communication based on audience awareness insights, contributing to performance growth alongside sales and marketing initiatives.
BDAY: V4 Company’s birthday campaign. A commercial initiative offering special conditions, aggressive discounts, and new product packages as a hook for acquiring new clients. Launched starting in September, it was identified as the driver behind sustaining page conversion rate even as investment increased month over month (from R$99,599 in May to R$177,279 in October).
Deep Research on Audience
Creative Strategy
Copywriting
Paid Funnel Analysis
Hypothesis Developing
Pattern recognition such as Law of Diminishing Returns and Historical Trend Analysis
Discernment on Attribution vs Incrementality
Sustained conversion rate despite a ~27–41% month-over-month increase in investment, attributed to the BDAY campaign
84% increase in sales volume (25 sales in July → 46 sales in October) + 46.2% increase in average ticket (US$1,933 in July → US$2,826 in October) + 93.04% increase in inside revenue (US$102,470 in July → US$197,807 in October)
What costs the most is worth the most — the work pays you back. Not just financially, but in fulfillment and learning
There’s no such thing as perfect copy — good feedback will always help you spot flaws in your writing
Responsibility = privilege — being handed a task means someone trusted you enough to execute it
Humility is the real secret — recognizing you don’t have all the answers, and that there are people who know more than you
You need to let go of ego. What you feel, what you think is important, what you believe — none of it matters. What actually matters is results