Vitor Paulin
Marketing & Branding · Growth · Revenue · Products professional
for 360 scale and growth
CMO · CMGO · Director · Head · CMO as a Service · Advisor
15+ years across global agencies, consulting and C-level roles in the new digital economy. I lead marketing end to end, from branding to performance, CRM and BI, connected to sales, product, data and P&L. I have reported directly to CEOs and partners, leading matrix teams of 60+ professionals in B2C, B2B, SaaS, EdTech and iGaming.
This is the short version, a 2-minute read. The full profile covers my way of working, the 9 cases with context and challenge, the KPIs and the 90-day plan in detail.
Marketing 360 · about a 15-minute readSee the full profile01 · Profile and role fit
Where my profile can contribute.
My profile across five dimensions, plus the roles and contexts where my experience fits best. I am happy to talk about an executive role, CMO as a Service, a project, advisory or mentoring.
Strategic leadership of marketing and growth end to end: branding, performance, acquisition, CRM, retention, customer experience, digital products, BI and analytics, with data-driven growth models.
Ownership of P&L, budget and profitability, connecting marketing, growth and revenue decisions to company goals: revenue, acquisition efficiency and financial sustainability.
Setting up processes, governance, KPIs and management routines, bringing marketing, sales, product, technology and data together to redesign strategy and put initiatives into practice.
Matrix structures of 60+ professionals, hiring and developing teams, setting clear priorities, managing performance and aligning areas.
Working closely with CEOs, partners and senior leadership on strategy, investment decisions, business development and tracking results.
Marketing leadership with a business view
- CMO · CMGO
Chief Marketing (& Growth) Officer, reporting to the CEO - VP or Director of Marketing & Growth
Brand, acquisition, CRM, revenue and data under one goal - Head of Marketing, Growth or Digital
In scale-ups and companies in transformation - CMO as a Service · Advisor · Mentor
Projects, boards and support to leadership teams
Industries and business models I have worked in
Positioning, channels, team and first KPIs.
Done at Luck.bet · ConquerConversion and recurrence with CAC under control.
Done at Vhsys · ConquerRetention, new revenue, turnarounds.
Done at Aposta Ganha · Grupo SerGovernance, with every area reading the same numbers.
Done at Serasa · Hyundai02 · Key results
Growth and efficiency in the same cycle.
Six numbers that sum up my career, always built together with each company's teams.
media ROI in 5 months, with only 8% of the annual budget
GGR and +54% turnover in 6 months, in a regulated market
MRR, with +54% average ticket and +267% in e-commerce
CPL and −68% cost per enrollment
YoY growth (FY23) with the new Business Performance & Analytics function
CAC, with +36% trial-to-subscription conversion
I also led national 360 campaigns with brand ambassadors: Caio Castro × Luck.bet (2025) and Luva de Pedreiro × Aposta Ganha (2024). Full cases are in the full profile.
03 · Career
From global agencies to the C-suite.
Each role with context, challenge, what I did and the main results, as in my CV. Figures show the change during my time in the role.
Online betting operator in Brazil's regulated market. Reporting directly to the CEO and partners, leading a matrix team of 60+ professionals.
Build a 360 Marketing & Growth engine from scratch in a regulated environment, scale revenue with unit economics discipline and reduce dependence on affiliates.
Performance, CRM and retention, new acquisition channels, casino↔sportsbook cross-sell, a national campaign with Caio Castro and P&L management.
Online betting operator transitioning into the regulated market.
Turn revenue around with only 8% of the annual budget, then rebuild the operation under the new regulatory framework.
Media efficiency under constraint, bonusing by customer profile, affiliate governance, compliance and KYC, CRM-led base reactivation and a campaign with Luva de Pedreiro.
Latin America's largest credit bureau, with a B2B model of data, analytics and credit solutions.
Set up the Business Performance & Analytics function and sustain revenue growth in a mature, large-scale operation.
Built the BP&A function from scratch (monetization, products and sales funnel), with a data-driven culture, BI and the go-to-market of insurance products for financial institutions.
Growth operation for one of Brazil's largest private higher-education groups (on-campus, online and graduate programs).
Create an integrated, data-driven operating model to accelerate student acquisition and lower acquisition cost, with high volume and strong seasonality.
Performance marketing, CPL optimization, enrollment growth, data & analytics and management of the enrollment funnel.
SaaS management platform (ERP) for SMBs, part of the Stone ecosystem, with recurring revenue.
Transform marketing, digital and sales with a focus on acquisition and retention, owning P&L and integrating the group's M&A.
SaaS growth, trial-to-subscription funnel, CRM and lifecycle, performance, e-commerce, BI and CAC reduction.
Business and professional education school, with revenue from courses, subscriptions and e-commerce.
Turn Marketing & Digital into a data-driven, multidisciplinary model, scaling recurring revenue and e-commerce.
Grew the team from 6 to about 30 people and led growth, performance, e-commerce, pricing, CRM and analytics, owning P&L.
Global business and technology consultancy, with revenue from new contracts across multiple industries.
Shape new business, lead pitches and design strategy, digital transformation and go-to-market for major brands.
Business development and design for Google LatAm, Vale, Bayer, Votorantim, SKY, Novartis, DPSP and Shell, leading squads.
Digital marketing and performance agency, with accounts such as Smiles and Grupo Renner.
Grow strategic accounts, win new contracts and bring large digital operations in-house.
Account group management, performance and media, CRM and DMP (Salesforce), BI, e-commerce and new business. Won the Grupo Renner account.
Global communications group, with CAOA Hyundai, Subaru, Starbucks, JHSF and DIA Supermercados.
Lead strategy, planning and digital operations for a group of accounts, delivering on KPIs and billing growth.
Digital operations, media and performance, CRM, programmatic, social, BI and fee contract negotiation.
Claro and IBM (WPP), Renault, Michelin, P&G, BlackBerry and Terra (Publicis), and Toyota (Dentsu).
04 · Skills and leadership
What I bring to the team.
Technical skills, how I lead and how I usually organize my first 90 days in a new role.
- Multidisciplinary teamsBrand, media, CRM, product and data together, with clear roles and room to grow.
- Cross-functional alignmentMarketing, sales, product, data and technology working toward the same goal.
- Managing by KPIsGoals with an owner and a cadence, and numbers used to make decisions.
- Strategy close to executionDirection set with leadership and delivery followed up closely.
Listen to people, customers and data. Output: an executive diagnosis with the priorities.
Goals, owners and rituals agreed. Output: an integrated plan and the executive dashboard.
Read results and reallocate budget. Output: the plan for the next cycle.
05 · Education, certifications and languages
Academic background and continuous learning.
Communications at the core, with digital business and data as specializations.
FIAP
Cásper Líbero
- Product Growth · PM3 · 2023
- Big Data & Analytics · FIAP · 2020
- Digital Transformation · IBMI · 2019
- Innovation Management · IBMI · 2019
- Portuguese · native
- English · advanced
- Spanish · intermediate (LATAM)
06 · Contact
Shall we have a chat?
If the role or project connects with what you see here, I would be glad to learn about the context. I reply personally.
Full profile · Marketing 360
My way of working, the 9 cases with context and challenge, KPIs and the 90-day plan in detail. About a 15-minute read.