01
Paid media management
Planning, implementation and ongoing management of paid media campaigns, connecting investment, business goals and performance analysis.
Talk about paid media managementPaid media without theatrics.
Planning, paid media and analysis for companies that need to make better decisions.
01
What I believe
The paid media market has become crowded with promises, screenshots and universal formulas. I prefer a different approach.
Campaigns do not exist in isolation. They depend on the offer, the operation, customer service, margins, tracking and the actual moment of the business.
My work is about organizing these variables, running media responsibly and turning data into decisions people can actually understand.
Paid media does not fix everything. But it can help a business make much better decisions.
02
How I can help
02
Performance audit & consulting
A structured review of the current media and performance operation to identify problems, opportunities and priorities — combining diagnosis, recommendations and follow-up.
Talk about consulting03
Media operations structuring
Processes, indicators, responsibilities, analysis routines and decision-making criteria for companies that need a more consistent media operation.
Talk about operations structuring03
Career
2017
Starting in advertising
I began my professional journey across different traditional areas of advertising, building a broader view of communication, creative work, account management and strategy.
2019
Starting in paid media
I started working directly with paid media at Agência Convertte in Fortaleza. It was the beginning of a journey across different operating models, industries and levels of complexity.
FOLLOWING YEARS
Agencies, independent work and different businesses
I worked at agencies of different sizes, as an independent manager and in my own projects through my company, Craveiro Marketing, supporting lead generation, e-commerce, consumer brands and more complex operations.
TODAY
Strategic Supervisor at Next
Today I work on planning, monitoring and developing paid media operations at Next, a Dreamers Group company. I also lead independent projects through my company, Craveiro Marketing.
04
Selected work
Since 2019working directly with paid media
50+companies and projects served
Integrated media planning for beauty brands
Context
A national beauty operation needed to coordinate multiple brands, channels, marketplaces, calendars and partners within a single media strategy.
Work
Structuring and reconciliation of objectives, funnel stages, campaigns, channel allocation, pacing, regionalization, responsibilities and measurement criteria.
Result
A more integrated media architecture, with greater clarity around the role of each channel and funnel stage and stronger consistency between planning and execution.
Recovering an acquisition operation
Context
A real estate operation had fragmented media structures, measurement issues and limited visibility between campaigns, opportunity generation and the sales process.
Work
Audit and reorganization of Meta Ads, Google Ads, measurement, UTMs, Analytics and CRM, connecting acquisition and commercial progression in the same analysis.
Result
In one priority market, lead generation grew by nearly 50% while cost per lead fell by more than 20%. The improvement also appeared further down the funnel, with growth in reservations and deals marked as won in the CRM — a sign that the efficiency gain was not limited to lead volume.
Performance beyond media platforms
Context
A large retail operation saw the website lose share while the app became increasingly relevant and needed to understand whether performance was declining or purchase behavior was shifting.
Work
Cross-analysis of media, revenue, orders, average order value and app acquisition data to understand the performance of the digital ecosystem — not just isolated channels.
Result
The analysis showed digital revenue was still growing by more than 30%, but with a significant shift between website and app. The app accounted for virtually all incremental growth in the period.
05
How I work
- Understand the business before the campaign.
- Define what truly needs to be measured.
- Build an operation simple enough to be clearly understood.
- Test without turning every hypothesis into a promise.
- Document learnings and next steps.
I do not believe complexity is a sign of intelligence. A good strategy should guide both execution and decision-making.
06 · Let’s talk
Need to organize your media or understand your data more clearly?
Tell me a bit about the current moment of your business. I will reply personally on WhatsApp.
Talk to Airton on WhatsApp
You will be redirected to a WhatsApp conversation.