Willian Becher
Growth Marketing & GTM Engineer driving results for marketing and sales teams using AI
I specialize in performance and growth with a strong focus on B2B demand generation and GTM Engineering.
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Over the past eight years, I have led and scaled growth teams, designing and executing data-driven strategies that accelerated revenue and user acquisition across multiple industries. With extensive experience in PPC, media, and analytics, I have managed more than BRL 50,000,000 in media investments across platforms such as Google Ads, Facebook Ads, LinkedIn, Taboola, Outbrain, Microsoft, and Criteo. As a GTM Engineer, I build and optimize end-to-end revenue engines by combining integrations, data pipelines, and automation to deliver scalable, measurable, and predictable growth. I work at the intersection of marketing, sales, and product, leveraging data architecture, CRM workflows, and multi-channel orchestration to ensure alignment and efficiency across the funnel. Passionate about artificial intelligence, I apply AI-driven strategies for campaign optimization, predictive analytics, lead scoring, enrichment, and hyper-personalization of user journeys. My focus is to continuously innovate and integrate emerging AI capabilities to maximize results, efficiency, and ROI.
GTM Index
- LOONJOB
- Founder2Y
Founder
loon
- PAYFYJOB
- Head of Growth & GTM Eng10M
Head of Growth & GTM Engineering
payfy
- Leading and managing the growth and commercial teams, setting strategy, defining priorities, and developing the people responsible for the company's revenue acquisition engine. - Building and automating the full revenue funnel analytics stack across HubSpot and n8n, including daily Lead/MQL/SQL pacing dashboards with automated Slack digests, giving the commercial team real-time visibility into pipeline health. - Leading sales cycle analysis and forecasting across the Revenue Acquisition pipeline, segmenting won deals by channel, deal owner, card count, and NMRR to drive sharper go-to-market and capacity decisions. - Designing and shipping conversion-focused web experiences in Webflow —…
- ASSOCIAÇÃO EDUCACIONAL LUTERANA BOM JESUS/IELUSCJOB
- Professor de Graduação1Y 10M
Professor de Graduação
Associação Educacional Luterana BOM JESUS/IELUSC
- SOFTDESIGNJOB
- Growth Mktg Specialist & G…7M
Growth Marketing Specialist & GTM Engineer
SoftDesign
At SoftDesign, I drive the integration of marketing, sales, and operations by building the automation backbone that powers our go-to-market engine. My focus is on connecting tools and processes end-to-end, from HubSpot CRM to marketing platforms, ensuring scalability, performance, and efficiency. Key contributions include: - Automation & Integration: Designing and maintaining workflows across Make, Zapier, and N8N to streamline lead management, campaign execution, and data synchronization. - App Prototyping for Marketing: Rapidly building internal tools and lightweight apps in Lovable to support marketing experiments, dashboards, and campaign operations. - CRM & Funnel Optimization: Cus…
- CONTAAZULJOB
- Growth and Performance Mgr1Y 9M
Growth and Performance Manager
ContaAzul
At Conta Azul, my role encompasses the leadership of the marketing performance team, spearheading all marketing endeavors aimed at the acquisition of qualified leads, and I'm also charged with steering the Demand Generation strategy. Key responsibilities include: - Directing performance-based PPC media campaigns across various social networks, including Facebook Ads, Twitter Ads, Instagram Ads, and LinkedIn Ads. - Overseeing search engine marketing efforts on platforms like Google AdWords and Bing Ads. - Managing purchases related to CPL (Cost per Lead), CPC (Cost per Click), CPM (Cost per Mille), and other media buying activities. - Designing, executing, and analyzing A/B tests to optimi…
- Digital Paid Mktg Specialist2Y 7M
Digital Paid Marketing Specialist
ContaAzul
Responsible for planning and executing qualified lead acquisition campaigns using strategies such as: - Performance PPC media - Social Networks (Facebook Ads, Twitter Ads, Instagram Ads, Linkedin Ads) - Search engines (Google Adwords and Bing Ads) - Purchase of CPL, CPC, CPM and other media - Conducting and applying A / B tests - Inbound marketing strategies using Hubspot as an automation tool - Media negotiation with media vehicles Analysis of results, conversion funnels and client's purchase journey through tools such as: - Google Analytics - Metabase - Klipfolio - SQL Postgree and MySQL Management of campaign marketing team, responding directly to the board of directors for acquisition…
- PONTIFÍCIA UNIVERSIDADE CATÓLICA DO RIO GRANDE DO SULSCHOOL
- Master of Business Adminis…11M
Master of Business Administration - MBA, MBA em Marketing, Branding e Growth
Pontifícia Universidade Católica do Rio Grande do Sul
- SENIOR SISTEMASJOB
- Branding and Performance Mgr11M
Branding and Performance Manager
Senior Sistemas
At Senior Sistemas, I worked as a Marketing Coordinator, leading a team of 25 professionals across Performance, Branding, Events, and Creative. My primary responsibility was to ensure the successful execution of marketing strategies aligned with the company’s business objectives and verticals. Key Responsibilities: - Leadership & Team Management: Led and developed a high-performing marketing team, ensuring strategic alignment across different areas. - Paid Media & Demand Generation: Managed and optimized paid media campaigns across Google Ads, Facebook Ads, LinkedIn Ads, and other social platforms to drive lead acquisition. - Marketing Performance & A/B Testing: Planned and executed A/B te…
- THE UNIVERSITY OF EDINBURGHSCHOOL
- Mktg3M
Marketing
The University of Edinburgh
- TRANSFEERAJOB
- Mktg Mgr1Y 3M
Marketing Manager
Transfeera
At Transfeera, I'm responsible for marketing team management and all marketing initiatives with qualified lead acquisition campaigns focus. - Performance PPC media at Social Networks (Facebook Ads, Twitter Ads, Instagram Ads, Linkedin Ads) - Search Engines Performance (Google Adwords and Bing Ads) - Purchase of CPL, CPC, CPM and other media - Conducting and applying A / B tests - Inbound marketing strategies using Active Campaign an RD Station tool Analysis of results, conversion funnels and client's purchase journey through tools such as: - Google Analytics - Metabase - Active Campaign Team management, new hires and career development are all part of my responsibilities.
- DIWEJOB
- Strategic Planning Mgr2Y 10M
Strategic Planning Manager
DIWE
Management of the agency's strategy team, being responsible for the organization, management and strategic direction for clients. Main responsibilities: - Strategic planning, analyzing the market, economic scenario, competitors and benchmarkings - Conducting strategy and results meetings with the directors - Hiring and managing people - Definition and action plan for OKR's - Implementation of a Business Intelligence structure for visibility of results to customers Main brands: - Saint-Gobain, Terra, Unimed, UOL, FGM, Briggs & Stratton, Tigre, Quartzolit, Brasilit, Isover, Placo, Korber Team management, new hires and career development are all part of my responsibilities.
- TREASY | PLANEJAMENTO E CONTROLADORIAJOB
- Digital Mktg Specialist1Y
Digital Marketing Specialist
Treasy | Planejamento e Controladoria
Responsible for planning and executing qualified lead acquisition campaigns using strategies such as: - Content Marketing - Videos and Webinars - Inbound Marketing - marketing automation - CRO (Conversion Rate Optimization) Leading content marketing team, responding directly to the board of directors for acquisition and conversion goals, and alignment of strategies and campaigns with the sales team and customer service team.
- UNICURITIBASCHOOL
- MBA em Comunicação Online…1Y 11M
MBA em Comunicação Online e Marketing Digital, Marketing
UNICURITIBA
- LEMON SCHOOLSCHOOL
- Planejamento Estratégico d…11M
Planejamento Estratégico de Comunicação, Marketing
Lemon School
- ANHANGUERA EDUCACIONALSCHOOL
- Tecnologia em Análise e De…4Y 11M
Tecnologia em Análise e Desenvolvimento de Sistemas, Tecnologia
Anhanguera Educacional
- SENAISCHOOL
- Técnico em Informática, Te…2Y 11M
Técnico em Informática, Tecnologia
Senai
- Job: Associação Educacional Luterana BOM JESUS/IELUSC — Professor de Graduação · 2024-02 – 2025-12 · 1y 10mo
- Job: Senior Sistemas — Branding and Performance Manager · 2022-05 – 2023-04 · 11 mo — At Senior Sistemas, I worked as a Marketing Coordinator, leading a team of 25 professionals across Performance, Branding, Events, and Creative. My primary responsibility was to ensure the successful execution of marketing strategies aligned with the company’s business objectives and verticals. Key Responsibilities: - Leadership & Team Management: Led and developed a high-performing marketing team, ensuring strategic alignment across different areas. - Paid Media & Demand Generation: Managed and optimized paid media campaigns across Google Ads, Facebook Ads, LinkedIn Ads, and other social platforms to drive lead acquisition. - Marketing Performance & A/B Testing: Planned and executed A/B te…
- Job: Transfeera — Marketing Manager · 2021-02 – 2022-05 · 1y 3mo — At Transfeera, I'm responsible for marketing team management and all marketing initiatives with qualified lead acquisition campaigns focus. - Performance PPC media at Social Networks (Facebook Ads, Twitter Ads, Instagram Ads, Linkedin Ads) - Search Engines Performance (Google Adwords and Bing Ads) - Purchase of CPL, CPC, CPM and other media - Conducting and applying A / B tests - Inbound marketing strategies using Active Campaign an RD Station tool Analysis of results, conversion funnels and client's purchase journey through tools such as: - Google Analytics - Metabase - Active Campaign Team management, new hires and career development are all part of my responsibilities.
- Job: ContaAzul — Digital Paid Marketing Specialist · 2014-09 – 2017-04 · 2y 7mo — Responsible for planning and executing qualified lead acquisition campaigns using strategies such as: - Performance PPC media - Social Networks (Facebook Ads, Twitter Ads, Instagram Ads, Linkedin Ads) - Search engines (Google Adwords and Bing Ads) - Purchase of CPL, CPC, CPM and other media - Conducting and applying A / B tests - Inbound marketing strategies using Hubspot as an automation tool - Media negotiation with media vehicles Analysis of results, conversion funnels and client's purchase journey through tools such as: - Google Analytics - Metabase - Klipfolio - SQL Postgree and MySQL Management of campaign marketing team, responding directly to the board of directors for acquisition…
- Job: loon — Founder · 2024-08 – present · 2y
- Job: DIWE — Strategic Planning Manager · 2018-04 – 2021-02 · 2y 10mo — Management of the agency's strategy team, being responsible for the organization, management and strategic direction for clients. Main responsibilities: - Strategic planning, analyzing the market, economic scenario, competitors and benchmarkings - Conducting strategy and results meetings with the directors - Hiring and managing people - Definition and action plan for OKR's - Implementation of a Business Intelligence structure for visibility of results to customers Main brands: - Saint-Gobain, Terra, Unimed, UOL, FGM, Briggs & Stratton, Tigre, Quartzolit, Brasilit, Isover, Placo, Korber Team management, new hires and career development are all part of my responsibilities.
- Job: ContaAzul — Growth and Performance Manager · 2023-04 – 2025-01 · 1y 9mo — At Conta Azul, my role encompasses the leadership of the marketing performance team, spearheading all marketing endeavors aimed at the acquisition of qualified leads, and I'm also charged with steering the Demand Generation strategy. Key responsibilities include: - Directing performance-based PPC media campaigns across various social networks, including Facebook Ads, Twitter Ads, Instagram Ads, and LinkedIn Ads. - Overseeing search engine marketing efforts on platforms like Google AdWords and Bing Ads. - Managing purchases related to CPL (Cost per Lead), CPC (Cost per Click), CPM (Cost per Mille), and other media buying activities. - Designing, executing, and analyzing A/B tests to optimi…
- Job: SoftDesign — Growth Marketing Specialist & GTM Engineer · 2025-03 – 2025-10 · 7 mo — At SoftDesign, I drive the integration of marketing, sales, and operations by building the automation backbone that powers our go-to-market engine. My focus is on connecting tools and processes end-to-end, from HubSpot CRM to marketing platforms, ensuring scalability, performance, and efficiency. Key contributions include: - Automation & Integration: Designing and maintaining workflows across Make, Zapier, and N8N to streamline lead management, campaign execution, and data synchronization. - App Prototyping for Marketing: Rapidly building internal tools and lightweight apps in Lovable to support marketing experiments, dashboards, and campaign operations. - CRM & Funnel Optimization: Cus…
- Job: Treasy | Planejamento e Controladoria — Digital Marketing Specialist · 2017-04 – 2018-04 · 1y — Responsible for planning and executing qualified lead acquisition campaigns using strategies such as: - Content Marketing - Videos and Webinars - Inbound Marketing - marketing automation - CRO (Conversion Rate Optimization) Leading content marketing team, responding directly to the board of directors for acquisition and conversion goals, and alignment of strategies and campaigns with the sales team and customer service team.
- Job: payfy — Head of Growth & GTM Engineering · 2025-10 – present · 10 mo — - Leading and managing the growth and commercial teams, setting strategy, defining priorities, and developing the people responsible for the company's revenue acquisition engine. - Building and automating the full revenue funnel analytics stack across HubSpot and n8n, including daily Lead/MQL/SQL pacing dashboards with automated Slack digests, giving the commercial team real-time visibility into pipeline health. - Leading sales cycle analysis and forecasting across the Revenue Acquisition pipeline, segmenting won deals by channel, deal owner, card count, and NMRR to drive sharper go-to-market and capacity decisions. - Designing and shipping conversion-focused web experiences in Webflow —…
- School: Pontifícia Universidade Católica do Rio Grande do Sul — Master of Business Administration - MBA, MBA em Marketing, Branding e Growth · 2024-01 – 2024-12
- School: The University of Edinburgh — Marketing · 2023-01 – 2023-04
- School: UNICURITIBA — MBA em Comunicação Online e Marketing Digital, Marketing · 2015 – 2016
- School: Lemon School — Planejamento Estratégico de Comunicação, Marketing · 2013 – 2013
- School: Anhanguera Educacional — Tecnologia em Análise e Desenvolvimento de Sistemas, Tecnologia · 2008 – 2012
- School: Senai — Técnico em Informática, Tecnologia · 2006 – 2008
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