Ricardo Figueiredo

Led the performance marketing team, directing the media mix growth strategy and a double-digit million marketing budget, helping to reverse a long trend of declining revenue. Strategically redesigned the marketing media mix, including paid search, paid social, affiliate marketing, email, native ads, and TV, resulting in a 45% increase in user retention. Managed a team of performance marketers, mentoring and guiding coordinators to into becoming specialized channel marketing experts.

Developed the overarching Paid Search Excellence Program, for media agency deployment across 5 regional markets. Led the global vendor selection process for managing all Google My Business profiles for the company’s 3500+ hearing clinics. Coordinated the alignment of the global marketing goals with the regional divisions' stakeholders. Developed data-driven segmentation dashboards based on their online customer journey.

Responsible for the strategy and operations of all marketing channels and campaigns. Managed and optimized a diverse set of digital marketing channels including Paid Search, SEO, email marketing, paid and organic social media, display advertising, and affiliate networks. Enhanced the ROI across all paid media channels, helping to pivot the company to become ROI positive for the first time in its history. Developed and implemented new methods for media mix budget allocation.

Led the global paid search strategy, significantly expanding and improving campaign effectiveness and market reach. Expanded the paid search program from 3 to 18 markets, increasing traffic by 300% and achieving a 50% higher conversion rate. In-sourced Amazon Ads accounts for six international markets, optimizing performance and increasing sales by 13M DKK. Improved ROAS by 29% and conversion value by 57% through enhanced product data feed management across Google Ads and Facebook Ads.

Developed and executed paid media strategies across a diverse portfolio of clients and industries. Oversaw the allocation and pacing of monthly advertising budgets exceeding 200.000 GBP, ensuring optimal expenditure across campaigns to maximize client ROI. Planned and executed tailored paid search strategies for clients in sectors such as financial services, e-commerce, fitness, hospitality, and non-profits. Created dynamic performance dashboards using Google Analytics, Google Data Studio, and Supermetrics.

Planned and executed a comprehensive paid media advertising strategy across multiple digital channels, including Google PPC, Facebook Ads, LinkedIn Ads, and Bing Search Ads. Launched and managed a fully-fledged, always-on paid search e-commerce campaign, which significantly boosted the ROAS for CIPD’s courses by 94%. Developed new lead capture landing pages with A/B testing capabilities, and implemented robust tracking and analytics to monitor campaign performance and user engagement.