Teresa Barbosa

TERESA BARBOSA-• ie.linkedin.com/in/tbarbosa/ Digital Marketing Manager • Performance Marketing • SEM Manager Results-driven Digital Marketing Manager with 8+ years of expertise in SEM, Performance Marketing, and data-driven strategies. Proven track record in managing multi-million-dollar budgets, optimizing paid search, display, and video campaigns, and delivering exceptional ROI. Skilled in AI-driven analytics, A/B testing, and CRO to enhance CX and conversion rates. Adept at cross-functional collaboration and leveraging AdTech innovations to achieve business goals. CORE COMPETENCIES AND ACHIEVEMENTS . Performance Marketing Strategy. Developed and implemented omnichannel B2C paid media strategies, driving customer acquisition, brand awareness and lead generation initiatives, across paid search, display and video campaigns. . Paid Search advertising. 8 years of experience developing and managing performance-driven SEM campaigns (CPA, SQO, ROAS). Proficient in creating targeted strategies to promote personalised CX, leveraging dynamic content. . Data-Driven Marketing and Analytics. Strong analytical skills and ability to extract actionable insights from campaign data and AI-driven predictive analytics to drive data-informed decision-making and continuously improve ROI performance. Proven track record of campaign optimization, including keyword research, ad copy, AI content, bid management, and landing page optimization, to achieve efficient CPC, CPA, CAC and increased conversion rates. . A/B Testing and CRO. Proficient in conducting A/B and multivariate tests and implementing CRO strategies to improve CX and campaign performance. Skilled in identifying and implementing impactful changes based on test results. . Budget and Forecasting. Demonstrated expertise in managing large-scale campaign budgets, effectively allocating resources to maximise performance and ensure optimal return on investment. Proven ability to achieve campaign goals within allocated budget limits. . Collaboration. Managed partnerships with internal stakeholders and external partners, including marketing, product, analytics, and creative teams, to achieve project objectives. . Market Research. Keeps updated with Adtech and industry trends, user and competitor behaviour. EXPERIENCE Outlier.ai, AI Content Editor Oct 2024. Dublin, Ireland . Reviewed and evaluated multimodal AI model responses, ensuring high-quality outputs and relevance. . Optimised prompts and responses through thorough research and fact-checking, enhancing the accuracy and effectiveness of AI models. . Assessed the factuality and relevance of AI model outputs, contributing to improved model performance and user satisfaction. Career break, May 2023 – Oct 2024. Family responsibilities, I also used to refresh and update digital marketing and Gen AI skills. HOMEPAY, by Care.com, Digital Marketing Manager May 2020 – May 2023. Dublin, Ireland . Developed and executed performance-driven paid media strategies, driving user acquisition and lead generation, increasing SEM spend by 118% in year 1. . Managed a $3MM portfolio of campaigns across SEM, Performance Max, Display GDN, and YouTube, achieving ROI lifts and increasing conversion rates by 20% by leveraging data-driven insights and cross-functional collaboration with sales and product teams. . Conducted A/B testing and conversion-rate optimisation, enhancing campaign effectiveness and increasing Display conversion rate by 20% YoY. ASK APPLICATIONS, Digital Marketing Manager May 2015 – May 2020. Dublin, Ireland . Planned, executed, and optimised digital marketing campaigns across paid search and display advertising, enhancing campaign performance across multiple language markets. . Conducted A/B testing on creative and landing page optimisation strategies, improving conversion rates. . Monitored and managed campaign budgets exceeding $2MM, providing regular performance reports to internal stakeholders and ensuring budget adherence. DADA, Senior Marketing Manager Mar 2011 – May 2015. Dublin, Ireland . Developed and executed performance marketing strategies for user acquisition and search engine monetisation, managing a budget of over $2MM, and significantly increasing user engagement. . Oversaw the planning, execution, and optimisation of paid search campaigns across multiple geographic and language markets, enhancing campaign performance. . Implemented A/B testing and conversion rate optimisation techniques, improving conversion rates by and driving substantial revenue growth. GOOGLE, Ad Targeting Language Specialist (PT, ITA) Oct 2008 - Feb 2011. Dublin, Ireland . Enhanced LLM for contextual targeting and content exclusion, improving recall and efficiency rates through meticulous data labelling and quality inspection. . Collaborated with Policy Operations to review and assess sensitive content, ensuring compliance across all categories and driving actionable insights. . Optimised data analysis tools by working with engineering and policy teams, implementing enhancements based on quality assurance findings. PROJECTS . Increased paid search ROI by testing automation initiatives; value-based bid strategies, responsive creative and broad match targeting. . Increased conversion rate by 20% by testing senior care landing page. Assisted GA4 migration. . Increased paid media conv. rate by introducing Performance Max campaigns (beta). . Increased Display conversion rate by 20% yoy, cross-remarketing, customer match targeting and audience expansion. . Integrated offline sales data into ad-serving platforms. . Develop a lead scoring system to prioritise high-potential prospects. SKILLS Core. Time management, adaptability, communication, problem-solving, and self-motivation. Digital Marketing. Bing Ads, Canva, DVHP, Google Ads, Google Tag Manager, Hubspot, Instapage, Meta Ads, Salesforce, SEA, SEMrush, Skai, Tealium, YouTube Ads. Analytics. Amplitude, dBeaver, GA4, Google Analytics, MS Excel, Optimizely, SQL, Tableau. AI. ChatGPT, Midjourney, DeepSeek Collaboration. GSuite, Jira, MS Word, PowerPoint, Slack, Confluence Languages. Portuguese, English, Italian EDUCATION Dublin Institute of Technology (DIT), Master of Science in Digital Marketing and Analytics . Metrics & analytics, predictive analytics, regulation & governance, marketing research, integrated marketing communication Lisbon University Institute (ISCTE - IUL), Bachelor of Science in Economics