Português
Español
Growth & paid media
Growth strategy across the digital journey.
Growth strategy across websites, landing pages, paid media and conversion paths.
Explore case studyWork / Portfolio
Projects, campaigns
and marketing leadership.
A selection of my work in customer acquisition, SEO, conversion and team leadership. Open a project to see the approach and contribution.
Projects
12 projects shown
Growth & paid media
Paid media and SEO for hospitality.
Paid acquisition, search strategy, websites and reporting for a hospitality and accommodation group.
Explore case study
Growth & paid media
Digital marketing for 30 franchise units.
More than five years of collaboration across SEO, campaigns and customer acquisition for a franchise network.
Explore case study
Growth & paid media
Search operations at account scale.
Google Ads and Meta Ads campaigns for more than 100 weekly tyre-sector accounts through an agency.
Explore case study
Strategy
Building a marketing department from the ground up.
Team recruitment, marketing strategy and campaign delivery for an education business.
Explore case study
Design & communication
From campaign planning to the landing page.
Paid campaigns, WordPress pages and marketing materials for pharmaceutical and consumer brands.
Explore case study
Websites & SEO
Content that grows from website to Instagram.
An article website, SEO and Instagram management supporting content and audience growth.
Explore case study
Websites & SEO
A website built around customer acquisition.
Complete website development, email marketing and paid campaigns for B2B customer acquisition.
Explore case study
Growth & paid media
Paid campaigns to attract accounting clients.
Paid advertising that helped Target BPO and Nawil grow their client bases.
Explore case study
Design & communication
Product launches that connect brand, packaging and communication.
Visual identity, labels, packaging and campaign materials that bring a consistent presentation to new products.
Explore case study
Design & communication
Advertising design for a healthcare brand.
Advertising materials for Boehringer Ingelheim’s Jardiance, developed through Brave The Response Agency.
Explore case study
Strategy
From market research to a course concept.
Market research, audience analysis and strategic planning for the conception of a digital marketing distance learning course.
Explore case study01 / Growth marketing
Work and results
SEDA
Growth strategy across websites, landing pages, paid media and conversion paths.
Context
Growth Marketing Strategist since July 2026, working across the digital journey to identify friction and prioritise opportunities.
The objective
Improve engagement, lead quality and conversion while aligning growth initiatives with business objectives.
My contribution
I lead data-led growth initiatives and collaborate across teams on acquisition and conversion performance.
What I did
- Audit website structure, messaging, UX, landing pages and conversion paths.
- Plan and optimise paid campaigns, with audience strategy, creative testing and budget efficiency.
- Build CRO and A/B testing roadmaps for forms, calls to action and digital journeys.
- Translate web and campaign analytics into actionable recommendations.
Tools & disciplines
Meta AdsGoogle AdsWeb analyticsCROA/B testingSEO
Results & delivery
4.4×
return on ad spend
+28%
leads with the same monthly budget
−22%
cost per lead
Approximately €12,000 in ad spend generated €52,800 in attributed revenue and around 1,700 leads. With the same monthly budget, leads increased by 28% and cost per lead fell by 22%. Ad copy testing increased Google Ads click-to-lead conversion from 7.5% to 11.8%; Meta Ads cost per lead in Dublin fell by 63%.
Period & scope
SEDA · Results from July 2026 onwards. The +28% and −22% changes compare with the preceding two months; the Google and Meta figures describe individual campaign results.
02 / Hospitality · Ireland
Work and results
Leevin Group
Paid acquisition, search strategy, websites and reporting for a hospitality and accommodation group.
Context
Digital marketing responsibilities at Leevin Group in Dublin, spanning SEO/SEM, Google Ads, Meta Ads and website optimisation.
The objective
Generate enquiries and bookings, strengthen digital visibility and make campaign performance easier to evaluate.
My contribution
I planned and optimised multi-channel campaigns, implemented tracking, improved user journeys and presented performance insights to management.
What I did
- Manage campaign budgets, audience analysis and paid media optimisation.
- Develop and maintain websites and improve on-page search visibility.
- Implement tagging and test ads, landing pages and email journeys.
- Produce reports to support strategic decisions and mentor junior colleagues.
Tools & disciplines
Google AdsMeta AdsGA4Google Tag ManagerSEOEmail marketing
Results & delivery
2,577
leads · 2025 report
€30k
ad spend · 2025 report
+52%
users in six months · SEO work
NG + Mountjoy campaigns recorded 2,577 leads from €30,000 in ad spend during 2025. In the SEO/SEM role, a separate six-month optimisation period delivered 52% growth in users, supporting visibility and hostel bookings.
View the underlying figures
| Month | Leads |
|---|---|
| Jan | 296 |
| Feb | 200 |
| Mar | 226 |
| Apr | 210 |
| May | 238 |
| Jun | 248 |
| Jul | 160 |
| Aug | 204 |
| Sep | 180 |
| Oct | 199 |
| Nov | 288 |
| Dec | 128 |
Period & scope
Leevin Group · NG + Mountjoy campaign report, January–December 2025. The 52% user-growth result belongs to a separate six-month SEO/SEM period.
03 / Coworking · Brazil
Work and results
My Place Office
More than five years of collaboration across SEO, campaigns and customer acquisition for a franchise network.
Context
SEO/SEM Manager from January 2021 to July 2023, working remotely for My Place Office. Project collaboration with the brand spanned more than five years.
The objective
Align digital marketing across a distributed franchise network and support customer acquisition and expansion.
My contribution
I managed integrated strategies across paid media, search, social, email and digital conversion journeys.
What I did
- Develop SEO/SEM strategies and multi-platform paid campaigns.
- Map customer journeys and optimise landing pages and conversion tracking.
- Coordinate digital marketing for headquarters and 30 franchise units.
- Analyse market and campaign performance and present insights to management.
Tools & disciplines
Google AdsMeta AdsTikTok AdsLinkedIn AdsSEOConversion tracking
Results & delivery
30
franchise units supported
12
new franchises supported
I coordinated digital marketing for headquarters and 30 franchise units and supported the acquisition of 12 new franchises through marketing initiatives within the wider expansion strategy. I collaborated on projects with the brand for more than five years and helped attract millions of customers.
Period & scope
My Place Office · SEO / SEM Manager · January 2021–July 2023. Results reported by Murilo: more than five years of project collaboration and millions of customers attracted; the acquisition period was not specified.
04 / Agency accounts · Tyre industry
Work and results
Reweb Agency
Google Ads and Meta Ads campaigns for more than 100 weekly tyre-sector accounts through an agency.
Context
SEO/SEM On-page Specialist at Reweb Agency from January to July 2022, working on tyre-sector accounts including Pirelli, Continental and Bridgestone through the agency.
The objective
Manage campaigns at account scale for the tyre industry and improve qualified conversions.
My contribution
I managed Google Ads and Meta Ads campaigns, reviewed performance and supervised four SEO analysts.
What I did
- Manage more than 100 tyre-sector accounts weekly, using Google Ads Editor for Google Ads operations.
- Plan and optimise Google Ads and Meta Ads campaigns for agency accounts.
- Control daily budgets exceeding €2,000.
- Execute paid search, keyword research, content optimisation and conversion tracking.
- Present reports and strategic recommendations to senior stakeholders.
Tools & disciplines
Google AdsMeta AdsGoogle Ads EditorOn-page SEOTag managementPerformance reporting
Results & delivery
+30%
qualified conversions
100+
tyre-sector accounts managed weekly
4
SEO analysts supervised
I managed more than 100 tyre-sector accounts weekly through the agency, including Pirelli, Continental and Bridgestone. Through Google Ads and Meta Ads campaigns, I contributed to a 30% increase in qualified conversions. Daily budgets exceeded €2,000, and I supervised four SEO analysts. These results helped the businesses I supported to grow.
Period & scope
Reweb Agency · SEO / SEM On-page Specialist · January–July 2022. Results reported by Murilo: a 30% increase in qualified conversions; the baseline and comparison period were not specified.
05 / Education · Brazil
Work and results
CTA Academy
Team recruitment, marketing strategy and campaign delivery for an education business.
Context
Marketing Team Lead at CTA Academy in São Paulo from January to December 2021.
The objective
Create the marketing structure needed to plan campaigns, coordinate specialists and support lead generation.
My contribution
I established the department, recruited the team and led the strategy, budget and working processes.
What I did
- Recruit a designer, two paid ads specialists, a social media manager and a videographer.
- Define annual marketing strategy, budgets and structured workflows.
- Lead performance campaigns across paid media and digital channels.
- Direct website development and conversion improvements using UX, analytics and behaviour data.
Tools & disciplines
Marketing strategyPaid mediaTeam leadershipBudget planningUXCRO
Results & delivery
Team
Five specialist roles recruited
Structure
Strategy, budget and workflows
Delivery
Campaigns and website conversion
Created an in-house marketing department with design, paid media, social and video capabilities. Brought team delivery, campaign planning and website improvements into one coordinated operation.
Period & scope
CTA Academy · Marketing Team Lead · January–December 2021.
06 / Agency · Brazil
Work and results
Grupo MAG Comunicação
Paid campaigns, WordPress pages and marketing materials for pharmaceutical and consumer brands.
Context
Marketing Analyst at Grupo MAG Comunicação in São Paulo from February to December 2020.
The objective
Connect campaign targeting, budget and destination pages while delivering assets for different brands and events.
My contribution
I planned and optimised advertising, built landing pages and produced marketing assets across digital and event channels.
What I did
- Plan paid campaigns, allocate budgets and optimise audience targeting.
- Create and maintain WordPress landing pages and website content.
- Develop email campaigns, digital ads and event marketing materials.
Tools & disciplines
Paid mediaWordPressLanding pagesEmail marketingCreative assetsPerformance analysis
Results & delivery
Campaigns
Pharmaceutical and consumer brands
Web
WordPress landing pages
Delivered campaigns and the landing pages and creative assets that supported them.
Period & scope
Grupo MAG Comunicação · Marketing Analyst · February–December 2020.
07 / Jiu-jitsu content
Work and results
BJJ Positions
An article website, SEO and Instagram management supporting content and audience growth.
Context
Website and Instagram work for a jiu-jitsu content portal. I developed the complete article website for the client and continue to administer it. The project is also expanding into jiu-jitsu education through products that are still in development.
The objective
Build the client’s website and grow the audience for its content on the site and Instagram.
My contribution
I developed the full article website and continue to manage it. I also manage the Instagram profile, create content and organise the posting strategy.
What I did
- Develop the complete article website for the client.
- Administer and maintain the website.
- Apply SEO to improve the visibility of the site’s content.
- Plan Instagram posts, create content and manage the profile.
Tools & disciplines
Website developmentSEOEditorial planningContent creationInstagramSocial media management
Results & delivery
+30%
content views following SEO work
+55K
additional Instagram followers
3 months
Instagram: 50K to 105K followers
SEO work increased content views by 30%. Separately, the Instagram posting strategy grew the profile from 50,000 to 105,000 followers in three months, an increase of 55,000 followers.
Period & scope
Results reported by Murilo. Instagram: from 50,000 to 105,000 followers in three months. SEO: +30% in content views; comparison period not specified.
Upcoming products in development
The project is expanding into jiu-jitsu education with BJJ Coach and BJJ Education. The two interfaces below are previews of products still in development and not yet launched.
BJJ Coach
Interface preview · In development
BJJ Education
Interface preview · In development
08 / B2B audit and consultancy
Work and results
PGS Consult
Complete website development, email marketing and paid campaigns for B2B customer acquisition.
Context
Website and marketing work for PGS Consult, a B2B audit and consultancy business. I developed the complete website and connect it with email marketing and paid campaigns.
The objective
Build a complete digital presence for the consultancy and connect the website with customer acquisition campaigns.
My contribution
I developed the full website and work with email marketing and paid campaigns to attract clients for the business.
What I did
- Develop the complete website for the client.
- Use email marketing as part of the customer acquisition strategy.
- Manage paid campaigns to attract clients.
- Connect the website, email and paid media within the same marketing approach.
Tools & disciplines
Website developmentEmail marketingPaid mediaCustomer acquisition
Results & delivery
50+
clients per year
Website
complete development
Acquisition
email marketing and paid campaigns
By connecting the complete website with email marketing and paid campaigns, I helped the consultancy acquire more than 50 clients per year.
Period & scope
PGS Consult · Results reported by Murilo: more than 50 clients per year through the website, email marketing and paid campaigns.
09 / Accounting services
Work and results
Target BPO and Nawil
Paid advertising that helped Target BPO and Nawil grow their client bases.
Context
Paid campaign work for Target BPO and Nawil, two accounting businesses. In each project, my contribution focused on attracting clients through advertising.
The objective
Help accounting businesses acquire clients through paid campaigns.
My contribution
I worked on advertising campaigns for Target BPO and Nawil, helping each business grow its client base.
What I did
- Work on paid campaigns for Target BPO.
- Work on paid campaigns for Nawil.
Tools & disciplines
Paid campaignsCustomer acquisition
Results & delivery
Ads
paid campaigns
Clients
contribution to client growth
Through paid campaigns, I helped Target BPO and Nawil acquire clients and expand their client bases.
Period & scope
Target BPO and Nawil · Direct project brief from Murilo: advertising campaigns that contributed to client growth for each business.
10 / Brand, packaging and product launches
Work and results
Phytoterapica
Visual identity, labels, packaging and campaign materials that bring a consistent presentation to new products.
Context
At Phytoterapica, I worked across the visual presentation of products and the materials used to promote them. My work connected brand identity, labels and packaging with digital and printed communication for product launches.
The objective
Give each product launch a coherent visual presence, from the packaging to the campaign materials people encounter across different channels.
My contribution
I developed visual identity applications, labels, packaging and promotional materials for multiple product launches. This brought product design and campaign communication into the same creative process.
What I did
- Develop visual identity applications for the brand and its product launches.
- Create labels and packaging that carry the product’s visual presentation.
- Produce materials for websites and email, alongside brochures and banners.
- Create promotional campaign materials and assets for events.
Tools & disciplines
Visual identityGraphic designLabels and packagingDigital communicationPrinted materialsLaunch campaigns
Results & delivery
Brand
visual identity applied to launches
Product
labels and packaging
Campaigns
digital and printed materials
The work connected the product’s presentation with the communication supporting its launch. Labels, packaging, digital pieces and printed materials formed a consistent visual language across the brand’s promotional activity.
Period & scope
Phytoterapica · January 2017–July 2019. Scope described in Murilo’s professional experience: visual identity, labels, packaging, promotional campaigns and materials for digital, print and events.
11 / Advertising creative · Agency project
Work and results
Jardiance · Boehringer Ingelheim
Advertising materials for Boehringer Ingelheim’s Jardiance, developed through Brave The Response Agency.
Context
Through Brave The Response Agency, I worked on advertising materials for Jardiance, a Boehringer Ingelheim brand. My role focused on creative development and visual communication for the project.
The objective
Turn the campaign’s communication needs into clear advertising materials with a consistent visual presentation.
My contribution
I led the creation of advertising materials for Jardiance through the agency, turning communication requirements into visual pieces that supported the campaign.
What I did
- Lead the creative development of advertising materials for the project.
- Translate communication requirements into visual pieces.
- Maintain visual consistency across the materials developed.
Tools & disciplines
Advertising creativeGraphic designVisual communicationCampaign materials
Results & delivery
Creative
advertising materials
Visual
campaign communication
Agency
Brave The Response Agency project
I brought together creative development and visual communication to produce the project’s advertising materials. This experience shows my contribution within an agency team delivering communication for an international brand.
Period & scope
Jardiance · Boehringer Ingelheim · Project delivered through Brave The Response Agency. Murilo’s professional experience describes leading the creation of advertising materials.
12 / Education · Academic strategy project
Work and results
Digital Marketing Distance Learning Course
Market research, audience analysis and strategic planning for the conception of a digital marketing distance learning course.
Context
During my postgraduate studies at Belas Artes in 2022, I contributed to an academic project to conceive a digital marketing distance learning course. The proposal considered how to make learning accessible while covering topics from introductory to advanced levels.
The objective
Understand the market and the intended audience before defining the course’s positioning and the value of its educational proposal.
My contribution
I worked on market research, audience and competitor analysis, SWOT analysis and positioning. The aim was to give the course concept a clear strategic foundation, connecting an educational idea with the people it was intended to serve.
What I did
- Research the market and the audience for digital marketing education.
- Analyse competitors and alternatives available to potential students.
- Use SWOT analysis to examine the proposal’s strengths, weaknesses, opportunities and threats.
- Define the positioning of an accessible distance learning proposal covering introductory through advanced topics.
Tools & disciplines
Market researchAudience analysisCompetitor analysisSWOT analysisPositioningEducational planning
Results & delivery
Research
market, audience and competitors
Strategy
SWOT analysis and positioning
Course
distance learning concept
The project turned a course idea into a structured strategic proposal. Research and positioning helped explain who the course was for, the opportunity it addressed and how it could differentiate itself in digital marketing education.
Period & scope
Academic course conception · Belas Artes, 2022. Project described in Murilo’s article, published in March 2024, covering market research, audience, competitors, SWOT analysis and positioning.
Let’s work together
Have a marketing challenge
or a role in mind?
I’m open to conversations with companies, agencies and recruiters. Share what you need to achieve and let’s discuss how I can contribute.