“Passionate about driving commercial growth through
Senior Marketing Manager with 15+ years bridging brand strategy, MarTech automation, and commercial performance across multinational banking and fast-growing enterprises.
I love bridging marketing strategy to commercial results.
I’m a marketing professional who genuinely loves technology. Over 15+ years across banking and franchise expansion, I have kept one lens: connect brand, digital performance and marketing automation directly to commercial growth.
At Travelex Bank (Travelex Group), I lead a team of six across growth marketing, brand, video, design and press relations, and every initiative is tied to a commercial result: lead conversion up 28% through dynamic creative, and cost-per-click down 70% through geo-targeted campaigns. Earlier, at Hub Odonto, I built a franchisee acquisition campaign that brought in 12 new franchise units in 18 months. Before that, I spent nearly five years in marketing analysis at Banco Safra and HSBC.
Now based in Perth, Western Australia, I am a Certified Practising Marketer (CPM) with the Australian Marketing Institute, hold a positive VETASSESS skills assessment as a Marketing Specialist (ANZSCO 225113), and am studying a Master by Research at Edith Cowan University.
I stay hands-on. I shoot and edit video, design in Adobe Illustrator and Photoshop, build websites in WordPress, and design AI agent workflows in n8n that cut content production from seven days to one.
When strategy and craft sit in the same person, execution friction disappears. Teams execute faster, internal stakeholders align with clarity, and technical hurdles turn into tangible commercial advantages.
Global Roots, Family & Life in Perth
My family and I are originally from Brazil, hold Italian citizenship, and share a lifelong passion for traveling and exploring the world. Over the years, our journeys connected us with diverse cultures across South America, Europe, and beyond. But when we first visited Perth, Western Australia, we immediately felt an unmistakable connection.
Deciding to establish our permanent residence in Perth was a deliberate, conscious choice. We fell in love with the pristine natural beauty, the active outdoor lifestyle, the stunning public parks, the community events, and an entire urban infrastructure thoughtfully designed around family well-being and active living.
This global perspective and grounded family lifestyle shape who I am as a leader: culturally adaptable, deeply committed to long-term roots, and energized by genuine balance and shared adventures.
Four Pillars Driving Commercial Growth
Where strategic brand governance meets engineering rigor, performance media, and cross-functional leadership.
Commercial Strategy & Brand
Standardised brand governance across Travelex Group units. Personally produce high-converting video, design, tier-1 earned media, and corporate summits.
MarTech & Agentic AI
Architect of the systems driving customer lifecycles: HubSpot automated nurture funnels, ActiveCampaign journeys, and n8n autonomous multi-agent AI pipelines.
Performance & Direct ROI
Paid traffic across Google Ads, LinkedIn & Meta combined with CRM-triggered retention segmentation (birthday, reactivation) cutting CPC by 70%.
Team Leadership & Delivery
Direct management of six marketing specialists, managing agency tenders, and steering cross-functional alignment across Legal, Compliance, Finance and C-Level.
15+ Years Delivering Measurable Commercial Impact
Verifiable track record across multinational banking, franchise expansion and digital transformation.
Marketing Manager
Leading marketing strategy and brand for a foreign exchange bank serving corporate and retail clients, working directly with compliance, legal, operations, finance and commercial leadership on a company-wide digital transformation initiative. Direct leadership of a team of six across growth marketing, coordination, design, and press and media relations.
-
▸
Conversion & Automation (+28% Conversion): Lifted lead conversion by 28% through dynamic creative and reduced sign-up friction on landing pages, and top-of-funnel conversion by 15% through HubSpot nurture flows.
-
▸
Paid Media (-70% CPC Drop): Cut cost-per-click by 70% and lifted qualified lead conversion by 20% with geo-targeted advertising around industry events and trade shows.
-
▸
Retention Segmentation: Built customer segments for retention (birthday offers, dormant account reactivation), integrated with CRM to trigger email and remarketing on Meta and LinkedIn.
-
▸
Email & SMS Engagement (>60% Engagement): Run email marketing with over 60% engagement and cross-sell and upsell journeys in ActiveCampaign with A/B testing, plus bulk SMS campaigns.
-
▸
Agentic AI Pipeline (7d → 1d SLA): Built an AI agent workflow with n8n and the Perplexity API that cuts content production from 7 days to 1 and produces SEO/GEO-structured articles that earn organic rankings and external citations.
-
▸
Partner Marketing (B2B ABM): Run an account-based approach for about five key B2B partner accounts, with tailored campaigns focused on cross-sell and share of wallet, and client and partner video cases used in acquisition.
-
▸
Earned Media (Tier-1 PR): Created “Academia Travelex”, a journalist training program paired with our spokespeople that grew tier-1 media coverage with no media spend.
-
▸
Video, Web & Brand (Creative Craft): Personally produce short-form video and appear on camera for @travelexbank, manage the WordPress site (now rebuilding it on Elementor with AI-supported product tools), and standardised brand identity across channels.
-
▸
Corporate Events (150+ Offsite): Planned and delivered “Travelex Day”, “Travelex Summit” and a 3-day internal offsite for 150+ people, from concept and budget to contracts.
-
▸
Commercial Operations (7d → 3d Speed): Run procurement and vendor negotiations through competitive tendering, cut cross-functional project turnaround from 7 days to 3, and built Power BI dashboards on funnel performance and ROI for executives.
Marketing Coordinator & Specialist
Ran multichannel digital and paid campaigns (Google Ads, LinkedIn, Meta, email), cutting cost-per-click by 45% through data-driven optimisation and continuous test-and-learn discipline.
-
▸
Executive Dashboards: Built Power BI dashboards to track campaign performance and funnel bottlenecks for executive C-level reporting.
-
▸
Audience Segmentation: Executed digital and offline campaign rollouts across corporate, retail and high-net-worth customer segments.
Head of Marketing
Developed and managed a franchisee acquisition campaign end to end: positioning, creative concept, landing pages, paid traffic and initial lead qualification pipeline.
-
▸
Franchise Sales Velocity (12 Units in 18 Months): Acquired 12 new franchisees in 18 months at an average deal value of R$250,000, powered by PR and digital marketing strategy.
-
▸
Lead Quality & Performance (+35% Quality, +70% ROI): Improved lead quality by 35% and lifted franchisee financial performance by 70% through regionalised campaigns, with CRM and automation to manage the pipeline.
Senior Marketing Analyst
Marketing analyst roles at Banco Safra (10/2015 – 09/2018), one of Brazil’s largest private multinational banks, and HSBC Bank Brasil (12/2013 – 10/2015), a global bank operating in Brazil at the time. Conducted strategic campaigns for commercial, corporate, and private banking divisions.
-
▸
Multinational Banking Campaigns: Planned and managed multichannel acquisition and loyalty initiatives for high-value corporate and retail portfolios.
-
▸
Market Intelligence & Reporting: Performed competitive benchmarking, marketing budget tracking, and performance analysis for commercial directors.
Side Projects
Working prototypes I build out of curiosity, to learn by making things.
Finzy: Cash Flow Forecasting
Predictive cash flow engine in AUD. Automatically parses multi-format bank statements (PDF, CSV, Excel) to forecast net position and runway.
Super Mario Push-Up Quest
Mobile-first on-device computer vision game turning push-up exercise into real-time interactive gameplay with total privacy.
When I'm Not Working
What keeps me curious and inspired outside of work — click any category to explore the curated vaults.
















What Colleagues & Leaders Say
Verifiable recommendations received on LinkedIn from partners, colleagues, and team members.
“Guilherme is an inspiring leader and I attribute much of my professional development to him. With his patience, partnership and dedication, I gained confidence to take on countless challenges throughout my career. Over time, I came to understand what spaces I could occupy and how to occupy them, until I gained the independence to make decisions and run projects autonomously, knowing his support would never waver.
His ability to connect with people, align strategies, and solve problems with ease makes him an exceptionally precise leader, uniquely blending technical depth and emotional intelligence in team leadership. Working alongside him was truly enriching, and he is without question a professional who makes a lasting difference.”
“Guilherme combines brilliant technical marketing expertise with attentive and highly respectful leadership. He knows how to support the team, listen, and make the daily routine excellent. It is great to have him managing the team and to work alongside him!”
“Guilherme is an exceptional leader who not only guides me on the path I should take when facing daily challenges at work but also recognizes when I need more help to complete a more complicated task. I always recommend him!”
“I had the pleasure of working alongside Guilherme at Banco Travelex, where our areas intersected regularly on cross-functional projects. What stands out most about him is his ability to navigate complex interpersonal dynamics with a rare combination of emotional intelligence and strategic clarity. In environments where different teams often pull in different directions, Guilherme has a natural talent for reading the room, aligning competing interests, and keeping everyone focused on what actually matters.
I'm confident Guilherme will bring that same combination of strategic thinking and human sensitivity to any team lucky enough to work with him.”
“I had the pleasure of working with Guilherme, and his strategic marketing vision truly stands out. He combines strong analytical skills with creativity to design impactful campaigns. Guilherme consistently translates market insights into actionable strategies that drive results. A dedicated professional, he adds value to every project and team he joins.”
“It is a great satisfaction to have Guilherme as my manager at Banco Travelex. Since the beginning, he has been an important reference in my professional development, always willing to teach, share knowledge, and provide clear and practical guidance. His leadership inspires confidence and motivates the team to always strive for the best results.
Guilherme is able to balance a strong strategic vision with genuine care for people. He provides clear direction but also gives space for us to learn, grow, and put new ideas into practice. In addition, he values both individual and team achievements, which makes the work environment positive, collaborative, and motivating. Working alongside him is a daily learning experience that helps me grow both professionally and personally. I highly recommend Guilherme as an outstanding manager who not only delivers consistent results but also inspires and develops everyone on the team.”
Let's Connect
Based in Perth, Western Australia. Available for Senior Marketing Roles, MarTech Leadership, and commercial growth advisory conversations.