Matheus de Paula

With over a decade of experience in B2B and B2C companies, I have spearheaded user growth for startups and scaleups—mostly fintechs—such as token.com, Accountfy, and Creditas. I've also directed high-impact initiatives at large enterprises like Oracle and Adyen, and within marketing agencies, broadening my strategic expertise. Passionate about customer-centricity and data-driven strategies, I place the customer at the heart of every decision. By thinking holistically and initiating close collaboration with product, design, engineering, and sales teams, I have developed growth initiatives that delivered significant results, detailed in each experience. As a hands-on leader, I've built and managed high-performing growth teams focused on product-led growth, digital marketing, and continuous improvement. An active mentor and community advocate, I contribute to global growth communities like Reforge, CXL, and GrowthMentor, advancing industry-wide excellence.

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  Demand generation

  I have managed acquisition strategies through paid advertising across various industries, developing a range of unique approaches. From user research and channel prioritization to optimizing algorithmic learning and establishing analytics and experimentation routines, I oversee every aspect to identify the optimal channel mix. I’ve compiled valuable insights from this experience in my writings, linked here.

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  Growth marketing

  I’ve directed the growth of startups and scaleups through strategic GTM and expansion plans. I manage paid advertising, content marketing, partnerships, SEO, PR, and influencer campaigns. I’d welcome the opportunity to discuss your challenges and explore effective solutions together.

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  Hubspot

  6 years of experience

  I've facilitated the implementation of marketing, sales, and customer success modules to manage prospects and customers throughout their journey. By assessing the unique needs of each team, I've been able to design and execute efficient workflows and automation to enhance their performance.

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  B2B

  I've worked on strategies to target both SMEs and large enterprises. My background in low-touch and high-touch ABM planning and a solid grasp of inbound marketing and marketing automation have been central to my approach. I've built strong teams and collaborated closely with Sales and Product.

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  SaaS

  With experience in SaaS, particularly in finance management platforms tailored for SLG and PLG businesses, I understand critical KPIs for this business model. My expertise extends to product analytics, where I emphasize defining and measuring user engagement while predicting retention.

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  FinTech

  I’m currently involved in my fifth fintech venture and have worked with B2B SaaS companies like Accountfy, Adyen, and Oracle on ABM and inbound strategies. I’ve also supported B2C products such as Token.com in crypto and Creditas, a unicorn lending company. This experience has given me a strong understanding of fintech’s challenges in brand building, customer acquisition, and retention.

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  Mobile Apps

  I have extensive mobile app experience in martech implementation, acquisition and conversion optimization, product analytics, retention analysis, and growth frameworks. I integrate marketing technologies, optimize user acquisition and conversions, leverage analytics for product insights, improve retention rates, and build scalable growth strategies to drive app success.

• https://techbullion.com/navigating-the-performance-marketing-analytics-landscape-a-comprehensive-guide-for-teams-and-founders/
• https://hackernoon.com/supercharge-your-app-launch-testing-support-feedback-measurements-and-strategic-communication
• https://hackernoon.com/how-to-bridge-the-gap-between-marketing-and-product-teams
• https://hackernoon.com/challenges-for-businesses-in-the-cryptocurrency-ecosystem