Available for remote work

Performance marketing
that turns clicks into revenue.

I'm Lucas, a paid media strategist with 8+ years running Meta Ads, Google Ads and full-funnel e-commerce campaigns. I don't just drive traffic, I build the whole path to conversion: tracking, CRO, dashboards and retention on top.

lucascoutoarias@gmail.com /olucascouto 📍 Maringá, Brazil
View experience → See the work
Lucas Couto Arias
Lucas Couto Arias  |  28 years  |  Brazil
Meta Ads
Google Ads
GA4
Google Tag Manager
Looker Studio
Shopify
Google Cloud / BigQuery
N8N
Claude Code
WordPress / Elementor
Canva Pro
Premiere Pro
Illustrator
Photoshop
Adobe Firefly
Nano Banana
Manus AI
ChatGPT Agents
RD Station
Meta Ads
Google Ads
GA4
Google Tag Manager
Looker Studio
Shopify
Google Cloud / BigQuery
N8N
Claude Code
WordPress / Elementor
Canva Pro
Premiere Pro
Illustrator
Photoshop
Adobe Firefly
Nano Banana
Manus AI
ChatGPT Agents
RD Station
Career Path

Experience

Eight years across agencies, e-commerce, and independent strategy work, always with performance as the north star, not just reach.

Instituto Herbalista · Medical Wellness
Digital Strategist · Co-producer
2025 — Present
Full digital strategy for a regulated medical wellness education brand. I own paid media, funnel architecture, content strategy, analytics setup and product co-production, building the audience from zero in a niche where trust has to be earned before you can sell anything.
ROAS +11.4× +15k followers 1,220 buyers in 5 months R$120k peak month (launch)
Meta AdsGoogle AdsFunnel StrategyContent StrategyAnalyticsLaunch Management
2U Sports · FLETS, YOW Surf Skate, First Energy Gum, Leader Swimming, FarmS Surf, RM Surf
Paid Media Manager · Media Coordinator
2025
Managed paid media for 6 sports and lifestyle brands at once, on an average ad spend of R$80k/month. Built the full-funnel architecture, custom Looker Studio dashboards, CRO audits, GTM tracking with GA4 and Conversion API, and Shopify landing pages via PageFly. Also led the ClubFLETS retention program: cashback, WhatsApp community and email.
ROAS 44× — YOW Surf (Meta) ROAS 20.65× — FLETS (Meta) ROAS 13.66× — FLETS (Google) R$96k revenue / month (Shopify) R$80k avg. monthly ad spend GTM configured across 3 accounts
Meta AdsGoogle AdsGA4GTMLooker StudioShopifyPageFlyCRON8NConversion API
Freelance · Fashion & Luxury E-commerce
Creative Performance Consultant · Digital Nomad
2022 — 2024
Worked with e-commerce clients in women's fashion and luxury retail while traveling across Brazil, Uruguay and Argentina. Handled paid media, creative direction, data analytics and landing page builds, running everything solo and remotely, laptop wherever there was a good enough signal.
Meta AdsCreative DirectionData AnalyticsLanding PagesE-commerceRemote
Agência liveSEO · Maringá, Brazil
Head of Marketing
Aug 2020 — Aug 2021
Led the full marketing function of a specialized SEO agency: content production, paid social, monthly webinars, KPI tracking, and building the internal marketing team from scratch. Owned brand positioning and new client demand generation.
Marketing LeadershipPaid SocialSEORD StationTeam Management
Agência liveSEO
Marketing Analyst
Mar 2019 — Aug 2020
Inbound and outbound strategy, social media management, A/B testing, email marketing, sales funnel design and copywriting. Built CRM workflows and qualified leads together with the Sales team.
Inbound MarketingEmail MarketingCopywritingCRMA/B Testing
Laço Digital · Maringá, Brazil
Social Media Analyst · Facebook Ads
Feb 2018 — Jan 2019
My first role in the field. Managed social strategy, content calendars and Facebook Ads for multiple clients, tracking performance and running A/B tests for reach and engagement.
Facebook AdsSocial MediaContentA/B Testing
Selected Work

Proof, not just claims

Real dashboards, real ad accounts, real numbers, straight from the platforms I manage day to day. Click any image to see it in full.

Google Ads dashboard, FLETS
Google Ads · Looker Studio
FLETS — Google Ads funnel dashboard
Built the campaign structure and the reporting layer together: Shopping and Search running in parallel, with a Looker Studio dashboard tracking spend, ROAS and conversions in real time so the client never has to ask "how's it going".
ROAS 13.66× R$62.8k in conversions 117 purchases CPC R$0.87
Meta Ads, YOW Surf Skate
Meta Ads
YOW Surf Skate — an outlet campaign that paid for itself 44 times over
Small, tightly targeted budget on an outlet collection, no broad prospecting. The idea was to squeeze maximum return out of minimum spend rather than chase volume, and it worked: under R$1,000 invested turned into over R$43,000 in tracked sales.
ROAS 44× R$43,356 in conversions 24 purchases
E-commerce funnel, FLETS
GA4 · E-commerce
FLETS — mapping the leak before fixing it
Before touching ad spend, I mapped the full funnel in GA4: View → Cart → Checkout → Purchase. The Cart-to-Checkout step was underperforming against benchmark, which told me the problem was shipping cost and delivery time, not traffic quality. That diagnosis shaped the CRO priorities below.
13,363 product views 2.45% conversion rate 176 purchases / month
CRO audit spreadsheet, FLETS
CRO / UX Audit
FLETS — a 999-point audit, not a gut-feel review
Every page of the store, home, categories, product, cart, checkout, broken down into individual checks against UX best practice, each one scored by impact and effort, then tracked to completion. This is the part of paid media most people skip: making sure the traffic you're paying for actually lands somewhere that converts.
999+ checkpoints Full site coverage Prioritized by impact
GTM setup, FarmS Surf
GTM · Tracking
FarmS Surf — tracking that survives iOS and ad blockers
Built parallel tracking layers, browser-side GA4/Ads tags plus a server-side Conversions API feed, so the numbers stay accurate even when browser tracking gets blocked. Every step from ViewContent to Purchase is covered on both layers, which is the difference between a dashboard you can trust and one you can't.
Dual tracking: GA4 + API Full funnel coverage
Landing page, First Energy Gum
Landing Page · Shopify
First Energy Gum — built to convert cold traffic
Designed and published on Shopify via PageFly for a new product category (caffeine gum), where the ad has to do the education work a familiar product wouldn't need. Structured around a single clear promise above the fold and proof points stacked below it.
Built & published solo Shopify + PageFly
ClubFLETS retention program
Retention Strategy
ClubFLETS — the part after the first sale
Paid media gets the first purchase, retention makes it profitable. Built a cashback program (10% back on every purchase), a silent WhatsApp community for early access, and email flows, all designed to lower the cost of the second, third and fourth sale to close to zero.
Cashback program WhatsApp community Email automation
Toolkit

Skills & Tools

From running the ads to building the automations that report on them, I try to own the whole chain, not just one link.

Paid Media
  • Meta Ads (Facebook & Instagram)
  • Google Ads (Search, PMax, Shopping)
  • Campaign Architecture & Strategy
  • A/B Testing & Creative Optimization
  • Budget Management & ROAS Scaling
Analytics & Tracking
  • Google Tag Manager (GTM)
  • Google Analytics 4 (GA4)
  • Meta Conversions API
  • Looker Studio Dashboards
  • Google Cloud & BigQuery
Automation & AI
  • N8N — CRM & funnel automations
  • Claude Code — scripting, agents, dashboards
  • EvolutionAPI — upsell/downsell flows
  • Manus & ChatGPT Agents
  • Tool-to-tool integrations (Sheets, Greenn, ClickUp)
E-commerce & CRO
  • Shopify + PageFly
  • Landing Page Design & Build
  • Conversion Rate Optimization
  • UX Auditing
  • Retention: Cashback, Email, WhatsApp
Creative & Video
  • Adobe Premiere — VSLs, reels, YouTube
  • Illustrator & Photoshop
  • Adobe Firefly & Nano Banana (AI image)
  • Launch video production (Herbalista)
  • Canva Pro
Web & Strategy
  • WordPress + Elementor Pro
  • Full-funnel Strategy
  • Copywriting & Creative Briefing
  • RD Station · mLabs
  • Portuguese (native) · English (working proficiency)
Credentials

Certifications

Google Ads Certification
Google · Skillshop
In Progress
Meta Blueprint Certification
Meta
In Progress
🟢
Inbound Marketing for Managers
RD Station · 2021
Certified
🟡
Inbound Marketing + Content Production
Ion Interactive · 2019
Certified
🟡
Outbound Marketing & Sales Specialist
Outbound Marketing · 2019
Certified
🟡
Branding Certification
Ion Interactive · 2020
Certified
Background

Education

Bachelor of Technology in Digital Marketing
UNOPAR – Universidade Norte do Paraná (Pitágoras)
2017 — 2019
Extensive English Course
Fisk – Centro de Ensino, Maringá, Brazil
2014 — 2016
Lucas Couto Arias  ·  lucascoutoarias@gmail.com  ·  linkedin.com/in/olucascouto
Maringá, Brazil  ·  Open to remote opportunities worldwide