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Erika Barbosa

Head of Growth Marketing | GTM Strategy | Empathetic Leader | SaaS

Los Angeles, United States (-08:00 UTC) Englishfrom Miami, United States
Usually responds in 4 hours
Free
Price per hour
30 min
Time Blocks Available
4.98
15 reviews / 24 sessions
Sat
21
Next availability

Bio

I’m a high-growth marketing leader who is revenue minded with 15+ years of experience in demand generation, growth marketing and data analysis. I have a value-driven track record of creating and executing data-driven strategies to drive revenue growth and bringing products to market. Disciplines of expertise include: ✔ Growth marketing strategy ✔ Building high-performing marketing teams ✔ Performance marketing ✔ Paid social ✔ Search engine optimization (SEO) ✔ Conversion rate optimization (CRO) ✔ Lifecycle marketing ✔ Modern MarTech stacks ✔ Performance reporting and analysis I would love to have the opportunity to chat and to better understand how I can help. Feel free to reach out!

Expertise

  • Building a team

    I have built demand generation teams and functions from scratch in my last several roles. This includes the performance reporting that is needed to support growth.

  • Content marketing

    I have supported content marketing frameworks largely from an SEO perspective. This includes strategy, content mapping, keyword research and tactical how-tos.

  • Conversion rate optimisation

    I have developed CRO programs from strategy through to identifying 100+ testing ideas. I have also vetted several different testing tools and can advise on the advantages and disadvantages of each.

  • Email marketing

    Email is typically a critical marketing channel. Email marketing can feel intricate and complex. I can help demystify how to strategically approach email marketing and scale appropriately.

  • Go to market strategy

    Your go-to-market strategy is a critical component of your business. How are you telling a story that your customers care about? I can help you craft the narrative based on meeting your customers where they are.

  • Growth marketing

    I see growth marketing as the modern day form of marketing. It isn’t just about acquisition and “passing the baton” to sales nowadays. It’s critical to evaluate acquisition, activation, engagement to retention. My expertise in growth marketing lies with SaaS and product-led growth (PLG).

  • PPC strategies

    With over a decade of experience managing PPC campaigns both at an agency and in-house, I have honed my skills in developing successful strategies. I am well-versed in navigating the complexities of Google Ads and Microsoft Advertising, as well as leveraging niche websites, such as Reddit.

  • SEO

    Drawing from my extensive experience in the field of SEO, I possess a deep understanding of both on-page and technical SEO, as well as content marketing. Through my innovative strategies, I have consistently delivered exceptional results that drive long-term success. Trust me to leverage my expertise to maximize your online presence and establish your brand as an industry leader.

Toolkit

  • Asana logo

    Asana

    Efficient project management is a critical component of success. I am well-versed in leveraging powerful tools such as Asana to maximize efficiency. By partnering with me, I can help guide you through the complexities of this powerful tool, providing you with the knowledge and expertise to unlock its full potential. With Asana, you can streamline your workflows and optimize your time, allowing you to focus on what really matters - delivering exceptional results.

  • Basecamp logo

    Basecamp

    I have experience using this powerful project management tool to manage large scale global multi-channel campaigns, and I would be happy to share my knowledge and help you use it effectively.

  • Google Analytics logo

    Google Analytics

    By leveraging Google Analytics, I can provide invaluable insights into what is working and what is not, enabling you to refine your strategies and achieve unprecedented levels of success.

  • Google Search Console logo

    Google Search Console

    Formerly known as Google Webmaster Tools, Google Search Console has become an indispensable tool for businesses looking to optimize their SEO efforts. As a seasoned professional, I understand the importance of this invaluable resource and have extensive experience in setting up and managing Google Search Console accounts.

  • Jira logo

    Jira

    I have experience using Jira as a project management tool, which can be particularly useful if you work closely with developers. I would be happy to share my knowledge and help you use it effectively.

  • Semrush logo

    Semrush

    This product is a must-have for businesses looking to optimize their online performance. By partnering with me, I can guide you through the full range of use cases for this tool, ensuring that you are able to leverage its full potential to achieve exceptional results.

Industries

  • SaaS

    Growth focused marketing leader who is revenue minded with 15+ years in demand generation, growth marketing and data analysis. Value-driven track record of creating and executing data-driven strategies to drive revenue growth and bringing products to market.

  • B2B

    With extensive experience in the B2B SaaS landscape, I have developed a profound understanding of its nuances, enabling me to navigate complex challenges with ease and deliver optimal solutions that yield impactful results.

Experience

  • Counterpart

    Marketing Lead

    - Lead the marketing function, setting strategy and priorities across product marketing, lifecycle (i.e., HubSpot), sales enablement, content, social media, communications, and public relations (PR). - Define marketing vision and operating rhythms in close partnership with executive leadership and cross-functional teams. - Own positioning and messaging frameworks that guide customer-facing channels, campaigns, and high-visibility initiatives. - Scale the marketing organization during a high-growth phase, building, mentoring, and enabling a high-performing team with clear accountability and focus. - Build foundational marketing systems to support the next stage of growth, including lifecycle marketing programs, account-based marketing (ABM), and performance measurement. - Partner closely with sales and product to align marketing initiatives with pipeline priorities, revenue goals, and long-term growth. - Drive responsible adoption of AI across marketing workflows to improve efficiency, scalability, and strategic focus.

  • Sharebird

    Top 50 Demand Generation Mentor

    Sharebird helps you get quick tips and insights from leaders in your field. Follow my answers at: https://sharebird.com/profile/erika-barbosa

  • Observable

    Head of Growth Marketing

    - Owned the growth marketing function end to end, defining strategy and building scalable programs across lifecycle marketing, demand generation, performance marketing, and marketing operations. - Established foundational lifecycle, email, and marketing automation capabilities to support both product-led and sales-led growth motions. - Led acquisition strategy across paid search, paid social (i.e., Reddit), and SEO, optimizing conversion and activation through ongoing experimentation and channel optimization. - Built and scaled marketing operations and analytics infrastructure, partnering with data and engineering teams to improve visibility into funnel performance and growth drivers. - Aligned closely with product, sales, customer success, and engineering to execute a cohesive go-to-market strategy and accelerate revenue growth. - Used data and experimentation to prioritize initiatives, inform roadmap decisions, and improve efficiency across the funnel.

  • Issuu

    Director of Acquisition Marketing

    - Established and led the global acquisition marketing function across PLG and sales-assisted motions, owning strategy, execution, and performance outcomes. - Built, mentored, and developed a small, high-impact marketing team, setting clear goals, growth plans, and feedback loops to support both individual development and business impact. - Hired and onboarded additional talent as needed to scale acquisition capabilities, while maintaining a strong culture of accountability and collaboration. - Designed and executed acquisition and growth strategies across paid search, paid social, CRO, affiliate, and experimentation programs to improve free-to-paid conversion. - Optimized budgets and performance across channels, improving efficiency and return on ad spend while establishing clear metrics for customer health and churn risk. - Partnered cross-functionally with product, lifecycle, and revenue teams to align acquisition strategy with broader go-to-market priorities.

  • OpenText

    Sr. Manager, Marketing (Acquired Webroot)

    - Led global demand generation and performance marketing across enterprise B2B and consumer product lines following acquisition, ensuring continuity while scaling programs within a larger organization. - Owned paid search and SEO strategy across multiple brands, aligning narrative, pipeline, and revenue objectives across regions and business units. - Managed multimillion-dollar digital marketing budgets, forecasting spend and pipeline contribution in close partnership with sales and finance. - Operationalized marketing performance reporting and attribution using Marketo and Salesforce to improve visibility into pipeline quality and ROI. - Oversaw digital acquisition strategy for B2C e-commerce properties across paid search, display, and programmatic channels, improving efficiency and conversion.

  • Webroot

    Senior Online Acquisition Manager

    - Owned global online acquisition strategy across paid search and organic channels, with accountability for performance, efficiency, and experimentation at scale. - Led cross-functional initiatives with product, analytics, and UX teams to optimize conversion rates and improve the end-to-end customer journey. - Managed agency partners and internal stakeholders, setting clear performance targets and prioritizing high-impact growth opportunities. - Synthesized acquisition and revenue data into executive-ready insights to inform budget allocation, forecasting, and strategic decision-making.

  • Webroot

    Online Marketing Manager

    - Managed day-to-day execution of online acquisition programs across paid search and SEO, supporting growth across multiple customer segments. - Partnered with agencies and internal teams to launch, optimize, and scale campaigns focused on efficient customer acquisition. - Supported conversion rate optimization and A/B testing efforts in collaboration with design and engineering teams. - Tracked and analyzed performance metrics, producing impact/outcome reports and insights to guide ongoing optimization efforts.

  • Ten Golden Rules

    Account Manager (Digital Marketing)

    - Managed a portfolio of B2B and B2C client accounts, serving as the primary point of contact across public relations, SEO, performance marketing, reputation management, and analytics initiatives. - Coordinated cross-functional agency teams to plan and execute integrated campaigns, ensuring timelines, deliverables, and client expectations were consistently met. - Partnered with clients to translate business goals into actionable marketing strategies, supporting brand visibility, lead generation, and performance optimization across channels. - Monitored campaign performance and reporting across paid, organic, and earned media, using analytics insights to inform recommendations and continuous improvement.

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