PAULO RAFAEL T.

MARKETING MANAGER

Strategy that
comes to
life.

Explore my work ↗

Lifecycle, content & operations.

I turn marketing strategy into campaigns that reach customers, strengthen retention, and keep creative teams moving.

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A PRACTICAL TOOLKIT

I’m Paulo Rafael T.
Lifecycle, content
& operations.

12+ years of experience in marketing and communications, with hands-on work in Klaviyo, Shopify, social content, video and campaign delivery for international clients.

Creative thinking. Practical execution.

Fortaleza, Brazil · English C2 · Portuguese (native) · Spanish B2

Request my resume ↗

HOW I WORK

Three disciplines.
One connected approach.

A practical approach shaped by hands-on experience.

Lifecycle marketing & retention

I connect campaign planning with hands-on execution: email and SMS journeys, segmentation, testing and retention programs for e-commerce audiences.

Social content & community

I translate brand goals and audience questions into editorial calendars, captions, scripts and short-form video, then use audience response to improve the next iteration.

Creative production

I create graphics and edit video using Figma, Canva, Premiere Pro, DaVinci Resolve and CapCut.

Campaign delivery

I bring structure to delivery: translating requests into briefs, coordinating specialists and keeping client feedback, assets, approvals and next steps organized.

CRM & marketing operations

I manage HubSpot, track campaign delivery in Asana and other project tools, and organize shared assets in Figma and Google Drive.

AI in the workflow

I use Claude and ChatGPT to create visual assets, document processes and organize knowledge, with human review of all final marketing materials.

Explore my responsibilities in more detail.

Lifecycle marketing & retention

Scope & approach

Led a Mailchimp-to-Klaviyo migration and managed five Klaviyo accounts, including one in Canada. Built campaigns and automated journeys, including SMS within welcome, abandoned-cart and browse-abandonment flows.

Execution

Campaign calendars, audience segmentation, creative briefs, QA, deployment and performance reviews. Worked with Smile.io points, VIP tiers, discounts and promotions.

Experience in context

Seven years of email marketing experience, including three working with Klaviyo. Typical lists ranged from 30,000 to 50,000 contacts, with the largest reaching 200,000. The selected results come from separate client projects.

Social content & creative production

Scope & approach

Seven years of experience creating TikTok content. I supported two DTC brands with influencer campaigns and TikTok Shop activity, while coordinating campaigns and reviewing creative work.

Execution

I create graphics and edit video using Figma, Canva, Premiere Pro, DaVinci Resolve and CapCut. I managed Reddit accounts primarily for advertising, and also created posts, replied to users and worked with community moderators.

Selected work

The gallery features public video samples spanning food, recruitment and property services. These examples showcase creative work; they do not make performance claims about individual videos.

See creative samples ↗
Marketing operations & campaign delivery

Scope & approach

I coordinate designers, editors, email marketers, SEO specialists and other contributors, keeping ownership, dependencies, deadlines and handoffs clear across client campaigns.

Execution

I manage HubSpot, track campaign delivery in Asana and other project tools, and organize shared assets in Figma and Google Drive.

AI in the workflow

I use Claude and ChatGPT to create visual assets, document processes and organize knowledge, with human review of all final marketing materials.

Let’s talk ↗

CREATIVE WORK

A few things
I’ve worked on.

Selected video work for different audiences and industries. Choose a category, then play a video.

A selection of public creative work. Scroll or use the arrows to explore.

Explore all email studies ↗

KLAVIYO / LIFECYCLE STRATEGY

Good emails.
Better journeys.

Five fictional lifecycle simulations that connect message design with timing, customer behavior and the next best step.

01 / 3 EMAIL CONCEPTS

Welcome Series

Turn a first hello into a lasting connection.

Explore the flow ↗02 / 3 EMAIL CONCEPTS

Winback

Reconnect with customers who have gone longer than usual without ordering.

Explore the flow ↗03 / 3 EMAIL CONCEPTS

Abandoned Cart

Recover an unfinished checkout with a useful reminder.

Explore the flow ↗04 / 2 EMAIL CONCEPTS

Browse Abandonment

Bring interested shoppers back to products they explored.

Explore the flow ↗05 / 2 EMAIL CONCEPTS

Sunset Flow

Give inactive subscribers a final choice before reviewing them for suppression.

Explore the flow ↗

Portfolio simulations using fictional brands, sample profiles and illustrative timing. No Klaviyo account is connected, and no emails are sent.

SELECTED RESULTS

Good work.
Measurable progress.

Examples from client projects across email, commerce and social. Each result has its own context.

EMAIL & RETENTION

Make every
touchpoint
more relevant.

30% → 75%Email open rate
0.5% → 3%+Email click-through rate
5% → 33%Klaviyo-attributed
revenue share

Revenue share reached 28% before 33%. Email improvements were observed over approximately 6–8 months, depending on the brand.

COMMERCE & SOCIAL

Content with
a reason to
be watched.

$30k → $153kTotal monthly
Shopify revenue · USD
~300 → 15k+Social post reach
~20 → 600+Interactions
per post

Selected results from separate client projects. Shopify figures reflect total store sales; social figures reflect individual posts.

Klaviyo figures refer to platform-attributed revenue share, not incremental email lift. Client identities and private campaign materials remain confidential.

FROM IDEA TO IMPACT

Creative thinking.
Practical execution.

01 / 03
01 / CREATE

Create.

Stories, scripts & creative built around the audience.

I translate brand goals and audience questions into editorial calendars, captions, scripts and short-form video, then use audience response to improve the next iteration.

CONTENT · VIDEO · COMMUNITY
02 / CONNECT

Connect.

Email, SMS & journeys that bring people back.

I connect campaign planning with hands-on execution: email and SMS journeys, segmentation, testing and retention programs for e-commerce audiences.

KLAVIYO · SHOPIFY · SMILE.IO
03 / DELIVER

Deliver.

Clear briefs, aligned teams & campaigns that get done.

I bring structure to delivery: translating requests into briefs, coordinating specialists and keeping client feedback, assets, approvals and next steps organized.

BRIEFS · REVIEWS · HANDOFFS

SELECTED EXPERIENCE

Creative range.
Operational depth.

2019 — PRESENT

Marketing Manager

Fortal Media · Marketing agency · Remote

I plan and deliver client campaigns across content, creative, email and e-commerce, coordinating specialists, managing feedback and using performance reports to guide improvements.

2016 — 2019

Marketing Manager

Public-Sector Communications

Coordinated newsletters and public-facing updates across departments, maintained editorial calendars and used audience feedback to improve clarity and consistency.

Lifecycle & commerce

Klaviyo · Mailchimp
Shopify · Smile.io

CRM & marketing

HubSpot · Google Ads
Meta Ads Manager

Creative production

Figma · Canva · Premiere Pro
DaVinci Resolve · CapCut

Project management

Asana · ClickUp · Jira
Trello · Notion · Monday

Content & collaboration

Metricool · Buffer · Google Workspace
Claude · ChatGPT

LET’S CONNECT

Your next campaign.
Let’s make it happen.

Based in Fortaleza, Brazil. Available full-time during U.S. Eastern business hours.

Email me ↗Book a call ↗

Creative work

Watch on YouTube ↗