Paid Media
Google Ads, Meta Ads, TikTok Ads and LinkedIn Ads, with attention to campaign structure, audience strategy, budgets and performance.
PAID MEDIA & PERFORMANCE MARKETING
Technology.
Marketing.
Performance.
Hi, my name is Rodrigo Lopes (a.k.a Rod Lopes). I´m A digital marketing professional combining technical expertise, strategic marketing and hands-on execution across paid media and the broader digital ecosystem.
10 years at IBM
Technical and digital experience in a global technology environment.
Fundação Getulio Vargas
Postgraduate Degree in Marketing and Digital Media, concluded at FGV.
International Exposure
18 months paid internship at TopNotch Resort & Spa, Stowe, VT USA.
Digital marketing
Hands-on work across paid media and the wider digital ecosystem.
PROFESSIONAL PROFILE
A technical foundation with a strategic marketing mindset.
Based in Brazil · Working with companies and entrepreneurs across different markets
What connects technology, marketing and performance?
Rod Lopes is a digital marketing professional based in Brazil, with a career built at the intersection of technology, marketing and practical execution.
He spent 10 years at IBM, developing technical and digital skills while working closely with software developers, technology teams and business operations.
He later completed a Postgraduate Degree in Marketing and Digital Media at Fundação Getulio Vargas (FGV), expanding that technical foundation with strategic knowledge in marketing, digital channels, communication and business.
Today, Rod works with companies and entrepreneurs across different markets, bringing together paid media, digital strategy, technology, automation, AI and hands-on execution.
PAID MEDIA & PERFORMANCE
What does performance mean when the campaign is connected to the business?
Paid media is not only about launching ads. It requires understanding the offer, the audience, the customer journey, the economics of the business and what happens after the click.
Performance
Planning, analysis, testing, optimization, performance interpretation and communication of what the data means for the business.
Digital Ecosystem
Landing pages, websites, content, SEO, GEO / AI search, automation and AI tools that influence what happens before and after the click.
Business Perspective
Looking beyond platform metrics to understand the offer, customer journey, conversion path and practical business objectives.
THE PERFORMANCE PERSPECTIVE
Where does a campaign actually lose performance?
The ad platform is only one part of the journey.
A campaign can be correctly configured and still underperform because the problem sits somewhere else.
The landing page may not communicate the offer clearly. The content may not answer the customer's questions. The tracking may not provide the right data. The sales process may not be prepared for the traffic.
Rod's broader experience across websites, landing pages, content, SEO, automation, AI and digital strategy provides a wider perspective when analyzing performance.
The platform is part of the equation. It is not the entire equation.
“Technology taught me how to understand systems. Marketing taught me how to understand markets. Digital execution brought the two together.”Rod Lopes · Marketing & Digital Media
WHAT I BRING
How different parts of my background translate into performance marketing.
| Background | What it brings to the work |
|---|---|
| 10 years at IBM | Technical thinking, systems perspective, problem-solving and experience working alongside technology professionals. |
| FGV · Marketing & Digital Media | Strategic marketing perspective and a broader understanding of digital channels and business objectives. |
| Hands-on digital marketing | Practical experience connecting platforms, campaigns, content, websites, landing pages and digital tools. |
| Tourism & Hospitality | Customer-oriented thinking, service mindset and experience in environments where communication and relationships matter. |
| United States experience | Professional English communication and first-hand experience adapting to another culture and working with people from different backgrounds. |
| AI & automation | Experience incorporating emerging technologies into practical digital workflows and marketing activities. |
INTERNATIONAL EXPERIENCE
What does working across cultures teach you about communication?
Before building his career in digital marketing, Rod graduated with a Bachelor's degree in Tourism and Hospitality and took part in a paid 18-month internship at TopNotch Resort & Spa in Stowe, Vermont, USA.
Living and working in the United States meant communicating in English every day, adapting to another culture and working with people from different backgrounds.
During that experience, Rod was recognized as Employee of the Month.
His connection with Vermont continued long after the internship. He returned several times to reconnect with friends and revisit a place that became an important part of his personal story.
People first.
Communication is not only about speaking a language. It is about listening, adapting, understanding context and building relationships with people who may see the world differently.
That experience continues to influence the way Rod works with clients, teams and professionals from different backgrounds.
PROFESSIONAL JOURNEY
How did the pieces come together?
Technology
IBM · 10 years
Technical and digital experience within a global technology company, working alongside developers, technical teams and business operations.
International
TopNotch Resort & Spa · Stowe, Vermont
18-month paid internship in the United States, developing English communication, customer experience and cross-cultural professional skills.
Strategy
Fundação Getulio Vargas · FGV
Postgraduate Degree in Marketing and Digital Media, expanding the technical foundation with strategic marketing knowledge.
Digital
Digital marketing in practice
Hands-on work across digital marketing, paid media, websites, landing pages, content, SEO, automation, AI and digital strategy.
CORE COMPETENCIES
What kind of professional does this combination create?
Systems before shortcuts.
Years in technology developed a structured way of looking at systems, processes, data and problems.
Marketing beyond metrics.
Marketing education adds the strategic context needed to connect digital channels with business objectives.
Communication across contexts.
International experience, hospitality and client-facing work shaped a strong focus on listening, clarity and relationships.
FREQUENT QUESTIONS
What would a recruiter want to know first?
Where is Rod based?
Rod is based in Brazil and works remotely with companies and entrepreneurs across different markets.
What is Rod's professional background?
His background combines 10 years at IBM, postgraduate education in Marketing and Digital Media at FGV, international experience in the United States and hands-on work in digital marketing.
What makes his background relevant to paid media?
Rod combines hands-on digital marketing experience with technical knowledge from IBM and strategic marketing education from FGV. This gives him a broader perspective on campaign performance, technology, customer journeys and business objectives.
Does Rod have international experience?
Yes. He completed an 18-month paid internship at TopNotch Resort & Spa in Stowe, Vermont, USA, where he worked in English and developed experience interacting with people from different cultural backgrounds.
Does Rod work with companies outside Brazil?
Rod is based in Brazil and works with companies and entrepreneurs across different markets. His professional background also includes direct experience living and working in the United States.
What areas of digital marketing does Rod work with?
His work includes paid media, digital strategy, websites, landing pages, content, SEO, GEO / AI search, automation and AI-enabled digital workflows.
LET'S TALK
Looking for a Paid Media professional who understands more than the advertising platform?
Rod brings together technical experience, strategic marketing education, hands-on digital execution and a strong interest in working with people, businesses and ideas from different markets.
BEYOND THE CAMPAIGNS. I like to enjoy life, too.
I take my work seriously. Not myself all the time.
I'm a coffee enthusiast, a sports fan and, most importantly, a husband and father. I'm married and have a 12-year-old daughter, Luana.
I enjoy soccer, baseball, American football, traveling, meeting people from different cultures and having good conversations over a great cup of coffee.
There is a life outside dashboards, campaigns and performance reports. I think it makes me a better professional too.