Performance
Hospital de Amor
Challenge
Attract donors and keep them engaged over time.
Approach
Digital transformation of fundraising, with hyper-targeted Google Ads, Meta Ads and programmatic media campaigns.
AI & Martech
Head of Marketing & Martech
Strategy, data and automation with artificial intelligence to turn marketing into revenue. Seventeen years connecting media, technology and data as one engine.
IIAbout
What the customer sees is the ad. What decides the result is what they don't see: measurement, system integration, automation and data. That is the layer I have worked on for 17 years, so that every cent invested in media is tracked, explained and optimized.
17+years at the intersection of marketing and technology
50+brands served, from small to large
40+official professional certifications
IIIExpertise
Data, technology and media working as a single growth system.
Data-driven strategy
Advanced analytics ecosystems that turn raw data into actionable market insights.
Martech architecture
Design and integration of scalable marketing stacks that raise operational efficiency.
AI and growth automation
Artificial intelligence and automation to optimize the customer lifecycle and maximize LTV.
Performance marketing
High-ROI media and paid growth that scales revenue with precision.
Web analytics
GA4, measurement protocols and attribution modeling to solve complex tracking problems.
SEO, AEO and GEO
Technical optimization, semantic search and authority building, both on Google and in AI answers.
IVCases
Different challenges, the same logic: measure, integrate and scale.
International performance
Votorantim
Challenge
Take the brand global and attract new investors in foreign markets.
Approach
Hyper-targeted performance media campaigns, reaching the investor across the entire user journey.
SEO
Premix
Challenge
Rank and acquire organic traffic for the brand's key terms.
Approach
Redesign of the entire technical structure of the content, aiming for Google's top positions.
Martech architecture
Audi
Challenge
Raise the performance of an automotive company's website.
Approach
Site refactoring following Google PageSpeed and GTmetrix best practices, focused on Core Web Vitals.
Digital marketing
Kohler Brasil
Challenge
Sell 5,000 units of the Moxie, the single-function shower head, in Brazil.
Approach
Full-service digital strategy for the launch: sponsored campaigns, communication and martech.
E-commerce
Be & Care
Challenge
Build the digital presence of a health and beauty e-commerce across several countries.
Approach
Sponsored campaigns across multiple channels, generating sales, raising average order value and lowering acquisition cost.
VEducation & certifications
Universidade Presbiteriana Mackenzie
Specialization in Marketing
FGV, Fundação Getulio Vargas
Bachelor's degree in Systems Analysis and Development
Extension-level postgraduate degree in Communication Management
ESPM
Master in Digital Marketing
Universidade do Vale do Silício
Postgraduate degree in Digital Marketing
Official certifications from the platforms that move marketing.
- Google Ads Certified
- Meta Blueprint
- HubSpot Expert
- LinkedIn Expert
- Bing Professional
- Twitter Flight School
- AI Specialist
- Data Driven Marketing
Among more than 40 professional certifications.
VIFrequently asked questions
What is martech and why does it matter for marketing?
Martech (marketing technology) is the set of tools and integrations that powers marketing: CRM, automation, analytics, media, CMS and data platforms. It is what makes it possible to measure, segment and automate. My job is to design that stack so the tools talk to each other and produce reliable data, instead of becoming a collection of loose subscriptions.
What is performance marketing and how do I know if it is working?
It is the management of media and paid channels driven by measurable results, such as leads and sales, rather than reach or clicks. To know whether it works, I track CAC (customer acquisition cost), ROAS (return on ad spend), conversion rate and LTV (customer lifetime value), always tied to revenue.
Why don't GA4 numbers match Google Ads and Meta Ads?
Because each platform uses a different attribution model and conversion window. Attribution is the rule that decides which channel gets credit for a conversion. The way out is to standardize events and UTMs, pick a single model to make decisions, and cross-check everything against the CRM, which is where the sale actually happens.
What is the difference between SEO, AEO and GEO?
SEO optimizes pages to show up in search results. AEO (Answer Engine Optimization) structures content to be chosen as the direct answer, in featured snippets, assistants and AI Overviews. GEO (Generative Engine Optimization) works so that AIs like ChatGPT, Gemini and Perplexity cite your brand. All three depend on clear content, structured data (schema), authority and up-to-date technical SEO.
How can I use artificial intelligence in digital marketing without losing quality?
Use AI where there is volume and repetition: segmentation, customer lifecycle automation, data analysis, content drafts and creative testing. Keep human review on strategy, tone of voice and the numbers. I start with one process, measure the gain and only then scale.
How do I build a martech stack for a small or mid-sized company?
Start with the essentials: a CRM as the single source of truth, a marketing automation tool, GA4 with well-defined events and a tag manager. Then integrate paid media and only add a new tool when there is a process that needs it. A few well-integrated tools deliver more than a large, disconnected stack.
What does a Head of Marketing & Martech do?
This person defines the marketing strategy and the technology architecture that supports it, at the same time: media, data, automation and analytics. I have led this front for 17 years, connecting media investment to business results.
How can I work with you?
Reach me on WhatsApp, by email at rodolfovasco@gmail.com or on LinkedIn. I work with small, mid-sized and large companies on martech, performance, analytics, AI and SEO, AEO and GEO projects.