1. Contact
5511984292746 (Mobile)
ruiziohana@outlook.com
www.linkedin.com/in/iohanaruiz1
(LinkedIn)
www.linkedin.com/whylearn
(Company)
bit.ly/3wtyAFT (Company)
Top Skills
Digital Marketing
Social Media Marketing
Social Media
Languages
Portuguese (Native or Bilingual)
English (Native or Bilingual)
Spanish (Native or Bilingual)
Certifications
Google Analytics
Watson Campaign Automation
(WCA)
Introduction to Programming
Leadership
Honors-Awards
Social Media Specialist
Publications
ebook Landing Pages que
Convertem
Iohana Ruiz
|MA International Marketing| |MBA BI | |Intrapreneur| |Entrepreneur|
Greater São Paulo Area
Summary
Brazilian/Chilean citizen. >> ♀️ Hi! I am a self motivated and hands
on professional with more than 10 years experience, both in Brazilian
and International Markets (North America, Europe, Latam, Africa).
Moto: There is always something new to learn.
My expertise varies from bringing performance to communicating
value proposition and product differentiation in the fields of E-
learning, SaaS, Health, HR, E-commerce, Real State, etc.
➡️ Strong skills in Operations and Strategy: Market and Persona
Research, Lead Generation, Partnerships, Marketing and Sales
(Inboundb/Outbound), Revenue Expansion, Customer Experience
and Success.
➡️ Experience in Channels, such as: Webinars, SMS, Landing
Pages, Emails, Social Media, Website.
HubSpot Content Producer collaborator (2016).
Technical Skills:
- Design: Figma (Advanced), InShot (video editing), Canva
(Advanced)
- Content Marketing/Social Media Management: BuzzSumo,
Hootsuite
- Email Marketing: IBM Watson Campaign Automation, Mail Chimp,
HubSpot
- Chatbot: Mobile Monkey, Typeform bot (website), HubSpot bot
(website)
- Sales Automation: Ramper, Sales Navigator, HubSpot Sales,
Salesforce
- Marketing Automation: HubSpot Marketing, Pardot, RD Station,
Zoho Marketing Hub, Marketo Engage
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2. - CX: HubSpot Service
- CRM: Facilita (real state sector), HubSpot CRM, Pipedrive, RD
Station, Lahar
Deliverables - Digital and Social Media Marketing:
•Expanded audience reach from 700K to 2Million people through
Facebook Ads. Tested age range, placement, format (Instant
Experience), geolocalization, to verify best performing ad formats,
according to appropriate target audience.
•Developed and implemented LinkedIn Growth solutions to @Mobile
Marketing Association MMA Latam in order to generate awareness
and interest in partnering with the NGO.
•Optimized and placed Apps in the first page results - Apple +
Play Store-, such as Movida, Peixe Urbano, ViajaNet, Sephora,
EasyCrédito, Ultragaz, etc.
Client: @RankMyApp
• Created social media decks to coach clients (Corinthians, actress
Deborah Secco, singer Ludmilla, Jennifer Nascimento) in order to
increase engagement on their apps. Client: @FanHero
•Wrote eBook called "Como Criar Landing Pages que Convertem" in
partnership with @HubSpot and @WeDoLogos.
Experience
Convertedin
Country Manager (LATAM)
April 2022 - Present (1 year 4 months)
Egypt
Deliverables (Ecommerce):
•Responbile for Marketing, Support and Business Development.
•Managed a team formed by: Customer Support and Pre Sales Represantive.
• Trained a team and created training materials: gave presentations on how to
deliver Tutorials and Sales Pitch to educate customers about value proposition
and product differentiation.
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3. • Created Customer Support journey and operations (emails' workflows,
content and playbooks - onboarding).
• Created Inbound Marketing and Sales content (email workflows).
•Created design copy on Figma (email marketing).
• Used the concept of Product Led Growth (PLG) to manage a model based in
free credits and added value of a product - better ROAS for Ads /(Product: Ads
and Marketing Automation Tool).
• Reversed negative scenarios and improved reviews on E-commerce
Marketplace (Nuvemshop).
• Delivered Strategy and Operations - Go to Market (GTM) to Clevel (1 year
operations - what to do).
• Delivered projects: Pricing, Market Reseach - Ecommerce landscape,
Persona Research (e-commerce owners).
• Delivered Legal and International Affairs: mediated the process of opening a
new company in Brazil.
. Performance: acquired 550 engaged users in 6 months.
• Performance: created e-mails with > 41% open rate and 20% CTR.
. Created Business Case - Ecommerce: ROAS = 141%
•Translated Website and SMS campaigns/content from English to Brazilian
Portuguese.
• Created Website on HubSpot for Latam.
• Implemented Customer Support and Sales operations on HubSpot (HubSpot
Sales and Service - pipeline management, chatbot content, sales playbook,
kanban stages, time response and a guide on how, when and what to say to
leads who opened tickets and customers who wanted to know more about
campaigns' optimization on platform).
WOW Elearning LTDA
Intrapreneur
December 2016 - Present (6 years 8 months)
Clients
-Summ.link HR Tech (2022):
• Created Sales Pitch (content, storytelling) to Clevel.
• Created Content Marketing Strategies/Operations (Social Media).
•Conducted Marketing Research (Persona analysis and Market research,
SWOT and competition landscape).
•Recommended improvements regarding "3 mins pitch", according to Market
and Company needs.
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4. Clients
-Fintech +Na Conta (2019):
•Generated > R$40K revenue/monthly by running SMS Short Code
Campaigns.
•Increased lead generation on Landing Page. •Generated >5K clicks on SMS
campaigns in a period of 3 weeks.
-Real State Sector - Marcanni Construtora, Ztech and Axpe Imóveis (2018,
2019):
•Facebook and Instagram Ads: Generated 25 marketing qualified leads, 10
sales qualified leads, 1 business opportunity (visits and meetings) to Sales
Team (Real Sector) in a period of 15 days.
• Created Inbound Marketing and Inbound Sales operations (e-mails and
playbooks).
•Delivered new formats of paid campaigns on Facebook (Instant Experience
Customer Acquisition, Instant Form).
•Increasead Lead Generation, Engagement and Landing Pages views.
-Health Tech Sector - Gympass, Escala.app, TelaVita, Rapicare (2016, 2017
and 2018):
•Performed Google Ads and generated Marketing Qualified Leads by using
engaging content and compelling keywords.
•Created Inbound and Outbound email sequences in order to engage leads
and convert them into Sales Qualified (SQL).
-Gympass (2016):
•Created content in English (blog posts).
Whylearn
Entrepreneur
February 2022 - May 2023 (1 year 4 months)
What do you do with the knowledge you read or listen? Have you ever co
created in a classroom/learning environment or just acted like a robot saying
"yes , or "no" during a lecture up to now?
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5. By applying the concept of Flipped Classroom and Communicative Approach
methodology, we disrupt education.
How? A Social Media App that promotes real learning and career development
opportunities through peer-to-peer collaboration (private study groups) and
a check-list of activities to be performed before and after classes, which help
universities, companies, employees, professors, coaches and students to
critically think about the they live in.
Ironhack
Growth Marketing Manager
July 2021 - December 2021 (6 months)
São Paulo, Brazil
Deliverables:
• Generated R$ 60K Sales in 3 months by running nurturing campaigns over
email.
• Generated 200 MQL in 3 months and 10 new business opportunities through
webinars and emails.
•Collaborated with the Community (students, alumni, teachers, admissions,
program and career teams) in order to understand customer behavior and
increase awareness/conversion (applications) .
•Created workflows and emails on Pardot.
•Used Salesforce to understand segmentation, lead scoring and decide how
to communicate with existent database in order to drive action (nurturing and
conversion campaigns).
•Acted upon a Growth methodology.
Bridge Brazil - FCJ São Paulo
Head of Marketing Innovation/Mentor
February 2021 - July 2021 (6 months)
São Paulo, Brazil
Bridge Brazil is a Venture Builder and Agency.
Deliverables:
•Lead generation: Startup hunting and discovery of new technologies and
potential businesses/entrepreneurs.
Page 5 of 10
6. •Managed people and a small Marketing team (Designer, Social media and 3rd
Party Provider, as well as other indirect stakeholders).
•In charge of Growth initiatives in order to generate qualified leads both to the
Startups from portfolio and to FCJ brand.
•Responsible for Website performance, Landing Page performance, Social
Media A/B Testing, Smart Content (video, audio, text formats) and Branding.
•Responsible for OKR´s management and weekly Sprints.
Sami
Growth Marketing Coordinator
August 2020 - January 2021 (6 months)
São Paulo, Brazil
Deliverables:
▪️Produced content to Email sequences and Landing Pages.
▪️Engaged and converted leads using forms on emails. Generated Open Rate
> 75% and CTR> 50%.
▪️Created Facebook Campaigns and increased website traffic (more than 2K
new visitors in less than a week).
▪️Created and optimized Landing Page.
▪️Generated 17 qualified leads in less than a week.
▪️Increased website conversion by 20% in a period of 2 weeks by developing
chatbot on Typeform.
▪️Generated Top of Funnel reports from Google Analytics.
▪️Optimized FAQ on HubSpot Service.
▪️Developed strategy - Email sequence - in order to (re)engage leads which
didn´t respond to calls and whatsapp messages.
▪️Qualified new leads through cold calling.
Nexus Edge
Inside Sales Manager/Telco
January 2019 - June 2019 (6 months)
São Paulo
Deliverables:
•Generated 375 leads per week and 5 weekly meetings through outbound
email seuqences on Ramper.
•Conducted first meetings (discovery call, lead qualification) and presented the
product.
•Qualified leads and passed over to Sales Executive.
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7. •Created Outbound Email sequences.
ESPM
Professor Of Growth
May 2018 - October 2018 (6 months)
São Paulo Area, Brazil
•Teaches Growth Marketing strategies by showing best practices and
proprietary cases in order to help students advance their careers.
MJV Innovation
Senior Demand Generation Analyst/Account Based Marketing for Banks
January 2017 - June 2017 (6 months)
São Paulo Area, Brazil
Deliverables:
• Created ABM strategy in order to generate new business opportunities within
key accounts - Clients: Santander and Bradesco.
•Created Sales Journey prototype and implemented an Agile Sales Team from
scratch.
•Created reports on HubSpot in order to show Funnel performance.
•Helped Sales team to have more transparency over pipeline.
•Increased communication among peers and motivated people to think
strategically (look for influencers and decision makers within new departments:
new business opportunities).
•Helped increase number of weekly meetings by promoting Inbound Sales
methodology and doing research on companies in order to find decision
makers.
•Enhanced Sales Pitch and trained individuals on appropriate methodology
(HubSpot).
•Created company target list and companies' organograms.
•Created e-mails sequences and generated new leads (3 new meetings per
week to Sales).
•Provided insights and to do list on how to improve lead generation and
conversion. Example: optimize content and CTAs on blogs and Ebooks,
according to best SEO practices, in order to generate Sales Qualified Leads
instead of only Marketing Qualified ones.
HubSpot
Content Producer Collaborator
January 2016 - June 2016 (6 months)
São Paulo Area, Brazil
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8. Deliverables:
•Author Ebook https://br.hubspot.com/ofertas/obrigado/guia-landing-page-
conversoes
•Responsible for translating the entire Inbound Marketing course to
Portuguese speaking countries on HubSpot Academy and making the
methodology accessible in Brazil.
•Translated video testimonials into success stories and cases.
WOW Elearning
Founder and Social Media
October 2011 - December 2015 (4 years 3 months)
Deliverables:
•Increased Fan's base up to 2K in 6 months by applying Growth best practices
(Offline and Online Marketing).
•Managed an online community on Facebook by sharing relevant and rich
content and creating a sense of collaboration to people who couldn't pay for a
course (>1K members "Online English and Spanish classes").
• Increased 60% Sales by using Social Media Marketing tactics on FB,
YouTube, IG and Twitter.
• Applied Content Marketing Strategies to engage with the audience on apps,
such as Voxer, Viber, SocialCam and WhatsApp.
• Created, marketed, branded and sold online English Classes on Vimeo,
Skype and Whatsapp.
• Automated lead generation by developing a Conversational Chatbot.
FleishmanHillard
Pitching Instructor
January 2015 - June 2015 (6 months)
São Paulo Area, Brazil
Deliverables:
• Prepared individuals to develop a 3 min branding pitch to the CEO in
Americas.
• Built confidence among managers to effectively communicate in the target
language (Business English).
Bleu Marketing Solutions
Social Media Marketing Consultant
Page 8 of 10
9. December 2013 - March 2014 (4 months)
Fillmore st, San Francisco, California
Deliverables:
• Developed manuals on how to create a Communication Code with audience
on Social Media.
• Did research on best Social Media practices for YouTube, Facebook and
LinkedIn.
Glamster
Action Project Digital Marketing (TCC Apresentação de Mestrado)
July 2013 - August 2013 (2 months)
HULT International Business School
Deliverables:
• Recommended solutions to client in regards to best App Store Optimization -
ASO practices.
• Conducted Marketing Research for Thailand in order to advise possible
expansion to that country.
Global Grid for Learning | GG4L
Marketing Intern
May 2013 - June 2013 (2 months)
Alameda, California
Deliverables:
•Implemented a new website layout using WiX platform and tools.
•Identified competitive advantage and value proposition in order to position the
brand through the website.
•Developed SWOT Analysis and Marketing Plan.
CBN Radio Station - CNN Associated
Media Intern
February 2009 - September 2009 (8 months)
Recife and Sao Paulo, Brazil
Deliverables:
•Reported on breaking news throughout Brazil for CBN headquarters Sao
Paulo.
•Produced series: "Yoga and Meditation - The Pursuit of Happiness".
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10. Education
Faculdade Descomplica
Master of Business Administration - MBA, Business Intelligence · (April
2021 - April 2022)
Hult International Business School
Master’s Degree, International Marketing · (2012 - 2014)
Impacta Tecnologia
Technician, Excel · (2019 - 2021)
Universidade Católica de Pernambuco
Bachelor’s Degree, Journalism · (2006 - 2010)
Staples-Motley Senior High School
High School, Liberal Arts and Sciences/Liberal Studies · (2002 - 2003)
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