Anonymised Case 01
Building a marketing function from zero for a regulated UAE platform.
A fast-moving operating mandate where the immediate need was not another campaign. It was a functioning marketing system.
The problem
The business needed the fundamentals of a modern marketing function to exist quickly: acquisition structure, measurement, customer activation, channel logic and a clear operating cadence.
The approach
- Established the core marketing operating structure and channel priorities.
- Connected acquisition decisions to conversion and activation rather than treating traffic as the end metric.
- Introduced stronger measurement and performance governance.
- Worked across the practical constraints of a regulated, fast-moving UAE business.
Documented outcome
Source materials record activation moving from roughly 30% to above 70%, acquisition cost improving by approximately 35%, and ARPU increasing by approximately 44% during the operating period described.
The company is intentionally not named here. The figures above are included because they appear in Marcelo Goudard’s approved internal career source. No client-confidential screenshots, customer data or proprietary campaign detail are published.
What this case demonstrates
Senior marketing work is often an operating problem before it is a media problem. The highest-leverage work was creating a system in which acquisition, activation, measurement and decision-making could function together.