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Portfolio by
Érika Martins
Marketing Analyst & Consultant
Available for Interviews
Hello,
About Me & My Projects
I'm a Marketing Analyst with over 7 years of experience and a degree in Business Administration. Throughout my career, I’ve worked across a wide range of marketing functions — including strategic planning, campaign management, advertising, content creation, social media, copywriting, email marketing, SEO, branding, visual design, and market research.
I build performance-driven strategies that combine data, creativity, and storytelling. My experience spans brand positioning, persona development, product launches, and leading cross-functional teams to deliver high-impact campaigns.
In addition to corporate marketing, I’ve led social impact initiatives and leverage AI-driven insights to guide decisions, interpret key metrics, and accelerate digital growth. With a strong blend of creative execution and analytical thinking, I help brands grow with purpose and measurable results.
Ad Scripting
Copywriting
Campaign Management (Paid & Organic)
Performance Analysis & KPI Reporting
Social Media Strategy
Websites & Landing Pages
AI Insights for Marketing
Strategic Marketing Planning
Product Launch Strategy
Persona Development & Brand Positioning
B2B & B2C Market Analysis
What to expect from this portfolio?
Over the past 7 years, I’ve worked on a wide range of marketing projects across different areas. This portfolio showcases key highlights from various initiatives, offering a representative overview of my professional track record.
Brand Creation – Grupo TCS
Objective: Build a full brand identity for a tech holding focused on innovation, purpose, and scalability.
My Role:
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Led end-to-end branding process;
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Created full Brand Manual (logo, colors, typography, photography, visual elements);
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Unified visual identity across group companies;
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Wrote institutional messaging (website, social media, events).
Results:
✔ Unified brand adopted by 5+ companies;
✔ Stronger, more professional corporate image;
✔ Scalable foundation for future campaigns.
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Social Media Revamp - RAJA
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Objective: Align RAJA’s social media with its new black-and-white visual identity post-rebranding.
My Role:
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Migrated and restructured Instagram (@rajavalley → @raja.hub);
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Applied new branding across assets (logo, highlights, grid, templates);
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Built visual system for posts, Stories, Reels, and promos;
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Created vertical-specific content strategy (Ventures, Launch, Inc, etc.);
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Wrote copy, CTAs, and ad scripts aligned with tone and performance;
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Managed paid media to boost key content.
Results:
✔ Consistent and elevated brand presence;
✔ Strengthened recognition across channels;
✔ Better alignment with the company’s ecosystem positioning.
Content Creation for Social Media
*This product was launched in Brazil and originally produced in Portuguese. This document has been translated into English using artificial intelligence.
Engagement
Metrics
Email Campaign – "Launch" Program Enrollment
Objective: Drive enrollment for Launch and Inova programs through a targeted campaign to 875 segmented leads.
My Role:
Wrote full email copy and subject line
Designed mobile-friendly layout prioritizing CTAs and link visibility
Included dynamic highlights for program value and application links
Tracked performance via Mailchimp and applied A/B test insights
Results:
📬 875 recipients | 96.8% delivery
📈 44.0% open rate | 4.3% click rate
🔗 Top links:
✔ leads.rajahub.com.br/launchx (34.9%)
✔ gust.com/programs/launch-x (32.6%)
🌎 78.1% U.S. audience | 🧑💼 79% male, aged 25–44
Website Redesign Project for RAJA
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Objective:
Lead the development of RAJA’s new institutional website, aligning design, structure, and messaging with the company’s updated brand identity and strategic positioning. www.rajahub.com.br/
Strategy & Execution:
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Defined the website’s information architecture and content structure;
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Collaborated with designers and developers to bring the visual direction to life;
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Wrote and edited all institutional copy — homepage, verticals, mission, and CTAs;
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Created briefs for animations, iconography, and hero section transitions;
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Prioritized mobile usability and fast access to core content (e.g. programs, contact, LaunchX);
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Integrated link flows to subdomains (LaunchX, Inova, Ventures, Bizz, Inc).
LLM Evaluation & Prompt Development – Turing
Objective: Support the development and evaluation of large language models (LLMs) focused on marketing strategy, performance metrics, and data analysis.
My Role:
This project was confidential, so I’m unable to share company data or outcomes. However, the tasks below reflect the nature of my work at Turing:
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Developed and evaluated prompts for core marketing metrics (CPA, CLV, ROI, etc.);
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Tested LLM outputs using structured rubrics and internal evaluation guidelines;
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Verified formulas, data fields, and insights for accuracy and consistency;
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Reviewed outputs with focus on paid media, funnels, and campaign analysis;
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Enforced exact results and visual outputs (charts/tables) with no assumptions;
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Built benchmark prompts to train and refine models for marketing tasks.
“Érika worked for several years at some of the companies within the TCS Group. She had the opportunity to contribute to the group's expansion, which was driven by well-structured and impactful marketing initiatives. In the beginning, Érika reported to a marketing manager, and later on, she became the key person in charge of our marketing department. She is a very dedicated, dynamic, and attentive professional who helped us tremendously.”
Michael Rogana, CEO at TCS Group
Address
Belo Horizonte, Minas Gerais, Brazil
