Ana Rita Gouveia - Marketing Consultant & Coach

Q: Where is Ana Rita based?

Ana Rita is based in Berlin, Germany .

Q: What languages does Ana Rita speak?

Ana Rita speaks the following languages: Portuguese (Native), English (Advanced), Spanish (Advanced), German (Intermediate), Italian (Intermediate) .

Q: How many years of experience does Ana Rita have?

Ana Rita has at least 17 years of experience. During this time, Ana Rita has worked in at least 10 different roles and for 9 different companies . The average length of individual experience is 2 years and 9 months . Note that Ana Rita may not have shared all experience and actually has more experience.

Q: What is Ana Rita's latest experience?

Ana Rita's most recent position is Marketing Consultant & Coach at Self-employed .

Q: What companies has Ana Rita worked for in recent years?

In recent years, Ana Rita has worked for Self-employed , ResearchGate , and Amadeus .

Q: Which industries is Ana Rita most experienced in?

Ana Rita is most experienced in industries like Advertising , Information Technology (IT) , and Tourism and Hospitality . Ana Rita also has some experience in Education , Professional Services , Media, and Entertainment and Publishing .

Q: Which business areas is Ana Rita most experienced in?

Ana Rita is most experienced in business areas like Marketing , Finance , and Operations . Ana Rita also has some experience in Business Intelligence , Product Development , and Project Management .

Q: Which industries has Ana Rita worked in recently?

Ana Rita has recently worked in industries like Information Technology (IT) , Education , and Tourism and Hospitality .

Q: Which business areas has Ana Rita worked in recently?

Ana Rita has recently worked in business areas like Marketing , Project Management , and Strategy and Planning .

Recommended expert

Berlin, Germany

Experience

Jul 2024 - Present

1 year 8 months

Berlin, Germany

Marketing Consultant & Coach

Self-employed

Led full-funnel marketing audits, identified gaps in attribution and forecasting, and restructured processes based on findings to improve performance and efficiency.
Project lead for CAC/LTV analysis and optimization, developing frameworks to track and improve unit economics across acquisition channels.
Project lead for partner segmentation and ICP development, aligning acquisition and retention strategies with revenue targets.
Assessed performance across paid media channels (Google Ads, Meta, LinkedIn, programmatic), developed budget allocation frameworks, and supported the development and launch of ABM programs to improve ROI visibility and channel efficiency.
Designed team structures and facilitated cross-functional workshops to improve communication and collaboration across Marketing, Sales, and Retention teams.
Managed agency procurement process and vendor evaluation.
Supported HubSpot implementation, GTM strategy, and website redevelopment.

Apr 2021 - Jun 2024

3 years 3 months

Berlin, Germany

Head of Performance Marketing

ResearchGate

Revamped the department, leading a 10-person team overseeing demand generation, user acquisition and email campaigns and achieved 100% team retention rate over more than two years.
Offered expert guidance on campaign configurations, audience targeting, content, optimization and budget strategies, resulting in an overall increase of 67% in CTR and an 18% boost in email open rate for Partnership and Enterprise customers.
Provided support to the Sales Director and VP through insightful data analytics, strategic recommendations, and industry best practices as part of the commercial leadership team.
Initiated and rolled out forward-thinking OKRs within the team, focusing on campaign data analysis, content and audience testing to enhance KPI performance and optimize budget delivery.

Jun 2019 - Mar 2021

1 year 10 months

Berlin, Germany

Head of Growth & Performance Marketing

Amadeus

Led a 16-person cross-functional team and actively contributed to high-level discussions and strategic decision-making in the leadership team, playing a key role in shaping the business unit's direction, including P&L considerations.
Established and executed revenue goals and account-based marketing strategies, enhancing account performance and fostering strong customer relationships, resulting in an 80% retention rate and attainment of 120% revenue target within the existing client portfolio.
Monitored media buy strategy, campaign performance and budget delivery using a robust campaign quality assurance process to ensure achievement of client objectives and KPIs.

Nov 2017 - May 2019

1 year 7 months

Cologne, Germany

Senior Product Marketing & Growth Manager

HRS Group

Implemented and managed digital marketing channels including DV360, Criteo, Google Ads, paid social (Meta & LinkedIn), Adjust, and Apple Search Ads, focusing on user acquisition, incremental conversions and positioning HRS as a leading business travel service.
Led and mentored a 3-person team overseeing campaign performance, content, audience segmentation and optimization, resulting in a significant surge in reach in the DACH market and achieving a 112% ROI.
Crafted rigorous 7-figure budget plans for awareness, engagement and retargeting campaigns and collaborated on data integration and attribution modeling projects with analytics and BI teams.

Sep 2015 - Oct 2017

2 years 2 months

Cologne, Germany

Senior Digital Product Marketing Manager

Mediakraft Networks

Developed and launched a new display & video advertising product, created a go-to-market strategy and marketing collateral, and oversaw the technical integration of ad server infrastructure across display, app (SDK), and video formats.
Managed display and video campaigns, optimized an ad exchange program to maximize revenue and fill rates, and conducted A/B testing to enhance ad placements and formats.

Jun 2014 - Aug 2015

1 year 3 months

Cologne, Germany

Senior Display Campaign Manager

ESL Gaming

Orchestrated and optimized display advertising campaigns across the EMEA market leveraging inventory from ESL and Twitch.tv.
Conducted in-depth analyses, reporting, and real-time optimizations to meet performance targets and support account managers with actionable insights.

Jan 2012 - May 2015

3 years 5 months

Madrid, Spain

Advertising Operations Director

Yieldr

Co-founded and developed the subsidiary agency alongside the Managing Director, overseeing business planning, financial forecasting, customer acquisition and retention.
Hired and managed the campaign management team, supported the sales team in acquiring new clients, ensured client retention, successful delivery, and revenue management, achieving profitability within the second year of operations.

Jul 2011 - Dec 2011

6 months

Amsterdam, Netherlands

Programmatic Display Campaign & Account Manager

Yieldr

Developed and executed programmatic media strategies to align with client business objectives, ensuring optimal results.
Drove client retention strategies to strengthen relationships and enhance customer satisfaction.

May 2010 - Jun 2011

1 year 2 months

Madrid, Spain

Digital Marketing Manager

Groupon

Launched and managed multichannel marketing campaigns (SEM, SEO, affiliation, email, display, social media) to optimize brand visibility and engagement.
Handled PR and content creation for social media and corporate blogs and introduced the "Collective Buying Power" concept in the Portuguese market.

Dec 2008 - Apr 2010

1 year 5 months

Berlin, Germany

Marketing Coordinator & Media Planner

Fox Mobile Group

Directed planning and coordination of advertising materials for TV and print channels.
Managed media buy negotiation, strategy and reporting.

Industries Experience

See where this freelancer has spent most of their professional time. Longer bars indicate deeper hands-on experience, while shorter ones reflect targeted or project-based work.

Experienced in Advertising (7.5 years), Information Technology (6 years), Tourism (3.5 years), Education (3 years), Professional Services (1.5 years), and Media and Entertainment (1 year).

Advertising

Information Technology

Tourism

Education

Professional Services

Media and Entertainment

Business Areas Experience

The graph below provides a cumulative view of the freelancer's experience across multiple business areas, calculated from completed and active engagements. It highlights the areas where the freelancer has most frequently contributed to planning, execution, and delivery of business outcomes.

Experienced in Marketing (17 years), Finance (3.5 years), Operations (3.5 years), Business Intelligence (2.5 years), Product Development (2 years), and Project Management (1.5 years).

Marketing

Finance

Operations

Business Intelligence

Product Development

Project Management

Summary

Marketing leader driving growth and performance across travel, technology, and digital advertising. Proven track record building and scaling marketing operations, optimizing performance across channels, and aligning cross-functional teams around revenue outcomes. Expert in performance marketing, marketing operations, CAC/LTV optimization, team development, and commercial strategy.

Skills

Microsoft Office Suite: Word, Excel, Powerpoint
Advertising Platforms: Meta & Linkedin Ads Manager, Smartly, Google Ads & Dv360, Google Ad Manager, Adjust
Analytics & Data Tools: Google Analytics, Google Tag Manager, Adobe Analytics, Tableau, Looker Studio, Bigquery And Basic Sql & R Programming
Project Management Software & Skills: Jira And Confluence, Clickup, Miro, Agile Project Management
Crm & Sales Tools: Salesforce, Hubspot, Zoominfo

Languages

Portuguese

Native

English

Advanced

Spanish

Advanced

German

Intermediate

Italian

Intermediate

Education

Oct 2007 - Jun 2008

University of Genoa

Genoa, Italy

Oct 2006 - Jun 2008

ISCAP

Master's Degree in Marketing Management · Marketing Management · Porto, Portugal

Oct 2003 - Jun 2006

ISCAP

Bachelor's Degree in Marketing Management · Marketing Management · Porto, Portugal

Certifications & licenses

Coaching Certification

Institute of Coaching Studies

Profile

Created

February 2026

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Frequently asked questions

Do you have questions? Here you can find further information.

Where is Ana Rita based?

Ana Rita is based in Berlin, Germany.

What languages does Ana Rita speak?

Ana Rita speaks the following languages: Portuguese (Native), English (Advanced), Spanish (Advanced), German (Intermediate), Italian (Intermediate).

How many years of experience does Ana Rita have?

Ana Rita has at least 17 years of experience. During this time, Ana Rita has worked in at least 10 different roles and for 9 different companies. The average length of individual experience is 2 years and 9 months. Note that Ana Rita may not have shared all experience and actually has more experience.

What roles would Ana Rita be best suited for?

Based on recent experience, Ana Rita would be well-suited for roles such as: Marketing Consultant & Coach, Head of Performance Marketing, Head of Growth & Performance Marketing.

What is Ana Rita's latest experience?

Ana Rita's most recent position is Marketing Consultant & Coach at Self-employed.

What companies has Ana Rita worked for in recent years?

In recent years, Ana Rita has worked for Self-employed, ResearchGate, and Amadeus.

Which industries is Ana Rita most experienced in?

Ana Rita is most experienced in industries like Advertising, Information Technology (IT), and Tourism and Hospitality. Ana Rita also has some experience in Education, Professional Services, Media, and Entertainment and Publishing.

Which business areas is Ana Rita most experienced in?

Ana Rita is most experienced in business areas like Marketing, Finance, and Operations. Ana Rita also has some experience in Business Intelligence, Product Development, and Project Management.

Which industries has Ana Rita worked in recently?

Ana Rita has recently worked in industries like Information Technology (IT), Education, and Tourism and Hospitality.

Which business areas has Ana Rita worked in recently?

Ana Rita has recently worked in business areas like Marketing, Project Management, and Strategy and Planning.

What is Ana Rita's education?

Ana Rita holds a Master in Marketing Management from ISCAP and a Bachelor in Marketing Management from ISCAP.

Does Ana Rita have any certificates?

Ana Rita has 1 certificate: Coaching Certification.

What is the availability of Ana Rita?

Ana Rita will be available from April 2026.

What is the rate of Ana Rita?

Ana Rita's rate depends on the specific project requirements. Please use the Meet button on the profile to schedule a meeting and discuss the details.