Online Lead Manager
Shopee Mexico
Led paid media, affiliates, SEO, influencers, referrals and organic growth through launch and the first three months of scale.
−30%CPI
−40%cost per registration
+35%app downloads
Fernando Marín · Performance Marketing Director & Growth Advisor
Performance measured in real growth.
Strategy and execution for e-commerce and premium brands. I turn media investment, measurement and experimentation into profitable growth across the USA, LATAM and Europe.
Available for remote engagements
Senior strategy. Hands-on execution.From audit to scale.
0+years of experience
0×ROAS achieved
US$0M+monthly media investment
0+brands throughout my career
Selected results
Less narrative. More evidence.
Cases with concrete metrics and a clearly defined scope. No inflated attribution or missing operating context.
Digital Marketing Manager
Sephora Mexico
Orchestrated Meta, Google, TikTok, affiliates, remarketing and CRM with a unified view of e-commerce impact.
10×ROAS
27→65%online sales via paid
≈US$1launch CPI
Freelance Paid Media
Autrica
Built an acquisition and measurement system for a distinctly high-end niche fragrance audience in an underexploited, highly specialized market.
5×ROAS
High-endniche fragrance audience
1 monthto build the system
Services
Enough strategy. Real execution.
Paid media & acquisition
Strategy, campaign architecture, audiences, creative, budget and optimization across Meta, Google and TikTok.
- Audit and action plan
- Hands-on operation
- Profitable scale
Measurement & attribution
A reliable funnel view that separates real signals from comfortable metrics.
- GA4 and tracking
- Executive dashboards
- Unit economics and cohorts
Growth leadership
Senior direction to align marketing, e-commerce, CRM and experimentation without adding unnecessary agency layers.
- Growth roadmap
- Fractional growth lead
- Teams and vendors
How I work
Clarity. Optimization. Measurable growth.
A continuous system: understand, decide, execute, learn and scale with evidence.
MP / SYSTEMPerformance loopData → Decision → Action → Growth
Diagnose
Understand the business, margins, funnel, measurement and constraints before touching budget.
Stage outcomeActionable diagnosis
Prioritize
Turn findings into a high-impact roadmap with owners and success criteria.
Stage outcomePrioritized roadmap
Execute
Operate campaigns, instrument data and build a useful experimentation cadence.
Stage outcomeLive campaigns and measurement
Optimize
Read results, reallocate investment and continuously improve campaigns, audiences, creative and the funnel.
Stage outcomeStronger acquisition economics
Grow — and prove it
Scale what works and make progress visible in KPIs, dashboards and business outcomes: growth you can track in the numbers.
Stage outcomeVisible business growth
11+YEARS / GROWTH
Experience
Senior when it matters. Close to the work every day.
I’m Fernando Marín, a paid media, e-commerce and growth specialist. I’ve worked from founding teams to global brands, combining strategic thinking, detailed execution and financial discipline.
I work freelance and remotely with brands, e-commerce teams, local businesses and agencies. The model adapts to the challenge: project, monthly advisory or fractional leadership.
- Work directly with me
- Clear scope and KPIs
- Communication in English and Spanish
Proven impact
More outcomes that speak for themselves.
These are not testimonials. They are documented, quantified achievements across proptech, fintech and e-commerce.
Colony Spaces
qualified demand YoY
Reduced CAC by 30% and increased marketing-sourced pipeline contribution by 38%.
Briq.mx
customer investment volume YoY
Reduced CAC by 33% and improved registration rate by 40% through full-funnel optimization.
Linio · Mexico & Peru
sales growth
Integrated SEM, paid social, CRM, analytics and lifecycle marketing to accelerate acquisition and revenue.
FAQ
Before we start.
Brand experience
The work behind brands you know.
Experience built with companies across retail, luxury, technology, hospitality and services.
Contact
Let’s discuss growth with context.
Tell me where you are, what you want to improve and what you’ve already tried. If there’s a fit, I’ll suggest the most useful next step.