About Ana Rita
Marketing consultant and interim marketing leader helping organizations build profitable, scalable marketing operations.
What I bring: Experience building and restructuring marketing functions across travel tech, SaaS, and digital advertising. I've managed teams, overseen significant budgets, and turned underperforming operations into scalable systems that deliver results.
My approach: I conduct strategic audits to identify what's not working, then design GTM frameworks, performance models, and alignment structures that teams can execute independently. I focus on people as much as process.
Projects I handle: Marketing audits and operational assessments. GTM strategy development and go-to-market restructuring. CAC/LTV optimization and budget frameworks. Performance marketing optimization across paid channels (Google Ads, Meta, LinkedIn, programmatic). ABM program development. Marketing-Sales-Commercial alignment workshops. Team development and cross-functional collaboration. Agency procurement and partner management.
Engagement model: Interim marketing leadership. Fractional leadership. Project-based consulting. Strategic advisory. Available for short-term assessments or longer-term restructuring.
Portuguese
Native or bilingual
English
Fluent
Spanish
Fluent
Italian
Fluent
German
Conversational
Can work on-site
Berlin (up to 50km)
Experience
- ARG Marketing Consulting & CoachingMarketing Consultant, Fractional Leader & CoachDIGITAL AND ITJuly 2024 - Today (1 year and 11 months)Berlin, Germany
- Strategic Audits & Advisory: Audit marketing infrastructure to identify gaps and inefficiencies, advise C-level stakeholders on performance and operations.
- GTM Strategy & Execution: Build GTM infrastructure (segmentation, ICP, funnel design, channel playbooks) and manage agency procurement to enable scalable acquisition strategy and cross-functional execution.
- Performance Optimization: Conduct data analysis (CAC/LTV, channel efficiency, segment performance) and define performance frameworks (OKRs, KPIs) to drive acquisition and retention optimization.
- CRM & Sales Alignment: Develop CRM (HubSpot) strategy including lead qualification frameworks (MQL/SQL), lead scoring, attribution, lifecycle journeys, and reporting to support Sales/Marketing alignment and campaign optimization.
- Cross-Functional Leadership: Align marketing, sales, product, and analytics teams through workshops and direct collaboration with team leads to define shared strategies and operating models.
- ABM & Pipeline Growth: Develop ABM initiatives to drive pipeline growth, including evaluation and selection of tools and partnerships.
- Team Building & Coaching: Hire, onboard, and coach digital marketing teams.
- ResearchGateHead of Performance MarketingJune 2021 - June 2024 (3 years)
- Revamped the performance marketing unit; hired and built a 10-person team focused on demand
- generation, user acquisition, and email campaigns.
- Introduced team KPI tracking and individual career roadmaps, aligning performance expectations with
- business goals and contributing to 100% team retention over two years.
- Provided expert guidance on campaign configuration, audience targeting, content, and budget strategy,
- resulting in a 67% increase in CTR and an 18% boost in email open rates for Partnership and
- Enterprise clients.
- Member of the commercial team; worked in close collaboration with the VP and Sales Director, supporting
- commercial decision-making by providing performance data, strategic recommendations, and
- industry best practices.
- Implemented team-wide OKRs centered on data analysis, content, and audience testing to drive
- continuous performance improvements and optimize budget efficiency.
- AmadeusHead of Growth & Performance MarketingJune 2019 - May 2021 (1 year and 11 months)
- Member of the business unit’s executive leadership team, contributing to strategic direction and P&L decisions.
- Led a 16-person cross-functional team across account growth, ad operations, campaign management, and sales support.
- Exceeded revenue targets by 20% and achieved an 80% account retention rate through portfolio strategy, account-based marketing, and direct coaching of account growth managers.
- Supported business continuity and stakeholder engagement during the COVID-19 pandemic, using real-time market data to stabilize operations and preserve partner relationships.
- Supported commercial pitches for key prospects and contributed to RFP responses for DMO clients.
- Directed media buying strategy, campaign performance, and budget management across the client portfolio.
- Implemented Quality Assurance processes to maximize profit margins and meet KPIs.
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Education
- Master's DegreeISCAP2008Master's Degree
- Erasmus Exchange ProgramUniversità degli Studi di Genova2007Erasmus Exchange Program
Certifications
- Search Engine Optimization (SEO)UC DAVIS2024
- Google Data Analytics SpecializationGoogle2024