Paid media for brands growing across markets.
I'm Joana, a performance marketing lead with 17 years in Search, Social and Programmatic. I've run campaigns for adidas, Uber, Sony and Riot Games from Singapore and Munich, and now work independently from Lisbon.
How I can help
Three ways to work together, from a two-week review to ongoing leadership of your paid media.
Paid media audit
For brands spending on Google, Meta or LinkedIn who suspect budget is being wasted.
- Full review of account structure, bidding, tracking and creative
- Prioritised list of fixes, with expected impact
- A 90-day roadmap your team or agency can follow
Fractional head of paid media
For scale-ups that need senior leadership without a full-time hire.
- Channel strategy and budget allocation
- Oversight of your in-house team or agencies
- Measurement setup and automated reporting
Multi-market launch planning
For brands entering new countries, especially in Asia-Pacific.
- Market and audience research
- Channel mix and budget split by market
- CPI, CPA and CPM forecasts before you spend
I work in Google Ads, Performance Max, Microsoft Ads, Meta, LinkedIn, Apple Search Ads, DV360, SA360, CM360, GA4, Adobe Analytics and Looker Studio.
Selected work
Regional projects I led at Mediacom in Singapore.
adidas
Automating price extensions across Search
The challenge
Price extensions across adidas Search campaigns had to be created and kept up to date by hand, as prices and products changed constantly.
What I did
Designed a product architecture that linked Google Merchant Center SKU data to ad groups through unique identifiers, so price extensions updated automatically. It saved hundreds of hours of manual work and was rolled out to other regions.
Campaign Tech Awards 2020 winner
adidas
Launching the adidas app in six Southeast Asian markets
The challenge
Launch the “adidas: Sneakers & Clothing” app in six markets with very different Android and iOS shares.
What I did
Built the strategy and media plan, with budget recommendations and CPI estimates by market and channel. Ran install and remarketing campaigns on Google Ads and Apple Search Ads, weighted by each market's Android vs iOS split. Tested Meta, then moved budget away when CPI came in too high.
Riot Games
League of Legends app launch strategy for Asia-Pacific
The challenge
Plan the regional launch of the League of Legends mobile app, with execution handled in-house by Riot Games.
What I did
Delivered market research, audience segmentation, budget recommendations, mobile platform focus and CPI estimates across markets and channels, giving Riot's team a plan they could run themselves.
Uber Eats
Brand awareness across Asia-Pacific
The challenge
Build awareness and reach for Uber Eats as it grew in Southeast Asia, Japan, Australia and Taiwan.
What I did
Created media plans across DV360 Display and YouTube, with budget recommendations and CPM estimates by market. Optimised for CPM, with brand lift as the secondary measure of success.
Career at a glance
Agencies and in-house teams, from Lisbon to Munich to Singapore and back.
About me
I started in search marketing at Havas Media in Lisbon in 2011, then spent five years in Munich running international campaigns for Auto Europe and Sixt across the UK, US, Canada, Portugal and Brazil.
In 2016 I moved to Singapore, where I spent almost a decade at Mediacom, EssenceMediacom and WPP Media. I went from managing campaigns to leading regional teams, designing performance frameworks for WPP Media's top 20 clients in the region, and finally heading a biddable practice of 90 people.
Along the way I've cared most about two things: making media plans that hold up across very different markets, and automating the repetitive work so teams can spend their time on decisions.
Since April 2026 I've worked independently from Lisbon with clients in Portugal, the US, Canada, the UK and Australia.
Awards
- Technology ChiefWomen Leading Change Awards, Campaign Asia, 2020
- Breakthrough Tech as Part of a Campaign, RetailCampaign Tech Awards, 2020
- Best Use of Digital Media, WebFestival of Media Global Awards, 2020
Languages
- Portuguese
- English
- Spanish
- French
- German
Full CV
Let's talk about your next campaign.
Tell me what you're working on: an account that needs a second opinion, a launch in new markets, or a gap in your team. I'll reply within one working day.
[email protected] · Lisbon, Portugal · Working in English, Portuguese, Spanish, French and German