← Work / № 006 / BETC São Paulo

BETC São Paulo

A storyteller is born.

— The Setup

After Publicis, I joined BETC São Paulo as a Performance Marketer.

This was another client-facing role, but the setup was very different. BETC had a smaller team at the time, which meant I had to wear more hats. And.. I loved that.

I worked with auto to Brazilian fashion brands (like Peugeot, Hering, Dzarm). My job was to use data to explain what was happening, what it meant, and what we should do next.

— The Craft

This is where I really started becoming a storyteller.

Of course, before you can tell a good story, the data needs to make sense. So that was the first part of the work: organizing, tracking, documentation, standardizing naming conventions, and helping put processes in place so the reporting could happen.

I also worked on analytics presentation templates, which sounds very simple, but made a big difference. AI would have helped me immensely here btw.

Later, I started implementing A/B tests to understand how users were interacting with some of the key landing pages we had at the time. That was also my first time using Google Tag Manager, and it felt like a brand new world!!

— The Full Picture

My time at BETC was short because it happened right before I moved to Toronto, but it was an important step for me. It was where I started seeing the full picture: budget planning, media buying, tracking, performance analysis, and client recommendations.

That's what excited me the most.

I wasn't only looking at numbers after the campaign was done. I was starting to understand how the whole system worked, from the money going in, to the user clicking, to the data coming back, to the story we needed to tell (again, not always easy).

— The Takeaway

It made me realize how much I liked generalist work: connecting the pieces, understanding the full journey, and using data to make the next decision clearer.

— Results

• 3+ — Brand accounts across auto and fashion
• 1st — A/B testing and GTM implementation
• Full-funnel — From budget planning to performance storytelling