I’m Guilherme, a curious and passionate marketer from Brazil sharing insights with the world.
SEO
SEO has always been a part of my routine as a marketer. In this field, modestly speaking, we outperformed our competitors at Mundo do Caminhão’s e-commerce. Here are the main actions I’ve taken over the years:
Corrected the site’s hierarchy by replacing platform’s native displays, ensuring proper use of h2 and h3 tags on the homepage and all pages.
Restructured the category tree to improve ranking for specific products. Previously, filtered links limited SEO, so new categories were created, the main link (/geladeiras) was maintained to preserve its history, and old filtered links were redirected.
Added keyword-based content to category pages, both below the h1 and at the end of product lists, optimizing SEO.
Key SEO Project – Led the “Minha Garagem” project, which generated over 800 landing pages, increasing organic traffic by 20% in 2024, with a positive impact on branding, personalized navigation, and CRM marketing. I delve further into this in the next topic below, the UX Case. Click the button if you want to learn more.
From 2023 to 2024, with the new landing pages, led the content efforts, securing the top position for long-tail products.
UX
Responsible for the UX and CRO project, serving as a strategic link between the agency and the store, focusing on the entire customer journey.
I contributed to the UX project by studying taxonomy and conducting persona research. Assisted in the development of the “My Garage” module, which played a key role in reshaping the e-commerce UX to better meet customer needs.
Branding
For e-commerce, agencies, services companies and more, branding is what makes the business stand out. Knowing that, working at a e-commerce, I could understand very soon that a online store is more that sales. E-commerce ganerates branding, relationships, and the most important: experiences.
So in Mundo do Caminhão’s e-commerce, since the beggining I worked on images and videos “made in home” to assure that indentification with the customer. Besides, I’ve been part of the creation of the brand book created in 2024, since the persona study, to the way the brand comunicates and position it self.
I believe that knowing how to showcase your best advantages is as essential as having them. That being said, I writed about it in my blog which you can red more here:
Sales Strategies
Talking about e-commerce without discussing sales is like talking about basketball without mentioning points.
Regarding sales strategies, Black Friday was a pivotal growth moment for the e-commerce I was involved with. Over the years, we learned that the campaign needs to start well before November.
That’s why I was responsible for building a customer and lead base, focusing on quality. From September to October, I led giveaways and traffic acquisition campaigns to grow our base. This preparation allowed us to launch our Black Friday campaign early, gaining an edge over competitors and showcasing our offers ahead of time.
Understanding this approach was a game changer for Black Friday sales. Our team then focused on the communication plan, including design and social and email marketing campaigns.
Sales results weren’t achieved in just one month or week; they were the result of ongoing efforts in SEO, ads, UX, and branding. It’s a combination of short, medium, and long-term marketing actions that led to the key performance indicator everyone values: sales.
Ads
At Mundo do Caminhão, I identified misalignment between our Google Ads management and strategies, leading to various issues. I took over managing the account after the agencies were removed, self-taught in Google Ads, and developed a monitoring routine.
In my experience, I implement the use of Performance Max Campaigns due to higher ROAS. We could explore branding campaigns, remarketing by category, and 100% bottom-funnel campaigns.
In October 2022, we joined Google’s Ads Acceleration Program, offered to only 3% of accounts in Brazil, which required us to double our investment from 50k to 100k BRL over three months. I managed the campaigns, increasing revenue from 900k to 1.6M BRL, and achieved a 30% improvement in ROAS.
For Facebook Ads, our focus having an high ticket average sale was to aim for remarketing campaigns.
Marketing Analysis
Last but not least, analyzing data has been a key part of my daily tasks. From advertising results and email metrics to web analytics, I’ve always enjoyed seeing real results and gaining insights from them.
Marketing efforts must be measured by data. Even an SEO strategy with long-term results needs to be represented by data.
I primarily analyze data from Google Analytics, setting goals for our team based on traffic and other metrics. Additionally, identifying conversion attribution in GA4 has been a challenge, and understanding customer behavior has led to successful projects, as mentioned earlier.
Curiosity is a defining trait of mine, and it’s why I’m pivoting to data analysis and BI. Combining my marketing background with new data analysis skills has always been a strong motivation for me.
Conclusion
I hope I have expressed myself clearly! This writing was meant to showcase my main skills and provide a glimpse of who I am. Below are some other areas where I have a passionate interest and have built experience throughout my journey: