Matheus Alves
About Matheus Alves
Matheus Alves is a Senior Digital Marketing Analyst at C6 Bank, with extensive experience in media and performance analysis across various companies in Brazil. His background includes roles at VMLY&R, Cognizant, and MRM, where he developed skills in campaign evaluation, performance reporting, and strategic marketing initiatives.
Current Role at C6 Bank
Matheus Alves serves as a Senior Digital Marketing Analyst at C6 Bank, a position he has held since 2021. In this role, he develops strategies aimed at enhancing conversion flow and creative performance. Alves interacts daily with performance marketing platforms to conduct experiments and implement improvements. His responsibilities also include supporting geographic segmentation studies and remarketing strategies, as well as identifying media fraud in app install campaigns.
Previous Experience in Digital Marketing
Prior to his current role, Matheus Alves accumulated extensive experience in digital marketing across various companies. He worked at VMLY&R as an Analista de Mídia e Performance for five months in 2019 and later as Coordenador de Mídia e Performance for one year. His tenure at Cognizant included roles such as Google Products Analyst and Google Ads Account Strategist, where he focused on optimizing advertising strategies. He also worked at MRM as Supervisor de Mídia e Performance and at SumUp as Sr Media & Performance Analyst.
Educational Background
Matheus Alves holds a Bachelor's degree in Marketing from Universidade Anhembi Morumbi, where he studied from 2017 to 2020. Additionally, he studied at Kaplan Australia, focusing on Letras - Língua Inglesa e Literaturas de Língua Inglesa, and achieved a General English / IELTS Test certification in 2016. His educational background supports his expertise in digital marketing and analytics.
Skills and Expertise in Digital Marketing
Alves possesses a strong skill set in digital marketing, particularly in performance analysis and campaign evaluation. He supports the creation and automation of detailed performance reports that include metrics such as eCPM, CAC, ROI, Incremental ROI, and LTV. He also collaborates with Product, CRM, UX, and Data Science teams to develop new acquisition and monetization initiatives, and seeks new interest and behavior segmentations using various data sources.
Analytical Approach to Campaigns
Matheus Alves employs an analytical approach to evaluate campaign results, utilizing attribution models through web and app analytics tools. His focus on data-driven decision-making allows him to identify trends and optimize marketing strategies effectively. This analytical mindset is crucial for improving campaign performance and achieving business objectives.