Hi! I'm Rafael Bento
MARKETING STRATEGY & GROWTH | END-TO-END CAMPAIGN MANAGEMENT | BRAND & PERFORMANCE MARKETING
ABOUT ME
Accomplished Global Marketing Leader with 10+ years of experience developing and executing multi-channel marketing strategies that drive substantial Revenue Growth (e.g., 150%+), Brand Positioning, and operational efficiency across LATAM, the US, EMEA, and APAC (up to 22 countries). Proven ability to build marketing functions from the ground up (Market Entry & Scaling) and lead high-performing teams. Expertise in marketing strategy, Performance Marketing, Content Strategy, lead generation, ROI Optimization (>750%), and end-to-end campaign management, consistently delivering exceptional results.
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Industry Expertise: Extensive background in the EdTech and College Admissions sector (US, UK, CA, EU).
EDUCATION
MY BACKGROUND
My marketing journey didn’t follow a traditional path—it started with pure passion and a natural aptitude. At 19, I co-founded one of Brazil’s largest Harry Potter fan sites and encyclopedias, diving into content creation, design, community building, and web management before I even knew what marketing was. This hands-on experience unknowingly built the foundation of my marketing expertise and led to an unexpected opportunity: consulting on the global launch of J.K. Rowling’s Pottermore—all before I even started college!
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That experience ignited my passion for marketing at scale. As a first-generation college graduate, I earned a Marketing & Business Management degree in the U.S. on a volleyball scholarship. My career began in agency roles, but I soon found my niche in the education sector, specifically in U.S. college admissions—a field close to my heart. At Daquiprafora, Brazil’s leading college admissions consultancy, I refined my expertise in digital marketing, content strategy, and event management.
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Joining Crimson Education marked a period of rapid growth and high-impact leadership. As Head of Marketing for Brazil, I built the function from the ground up, transforming a small five-person operation into a market leader with 250%+ revenue growth and a dominant brand presence. This success propelled me into senior global roles: managing digital marketing for the Americas (U.S., Brazil, Mexico), leading Global Marketing Operations, and supporting 100+ marketers across 22 countries. My success in this role led the executive team to recognize the need for more senior marketing leadership in key regions. As a result, they created the Regional Marketing Manager roles worldwide, appointing me as the LATAM Regional Marketing Manager while also promoting me to Global Marketing Strategist to lead global campaigns—two roles I executed simultaneously.
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Versatility has been a defining trait throughout my career. Whether working on website development, sports journalism, education marketing, or trade marketing for supermarkets, I’ve consistently adapted to different industries, audiences, and challenges. Along the way, I became self-taught in HTML, PHP, advanced marketing automation (Marketo, Salesforce), and various design tools—blending hands-on execution with strategic leadership. This diverse background has shaped my ability to scale businesses, drive high-performance marketing, and lead teams across multiple continents in the dynamic global education landscape.
EXPERIENCE
CORE COMPETENCES
Developing and executing comprehensive, data-driven marketing plans across diverse international markets, aligning with business objectives and driving significant growth.
Building and strengthening brand identity and market positioning, particularly in competitive markets (e.g., establishing Crimson Brazil as a top-3 player).
Mastering paid digital channels (Meta, Google Ads), managing and optimizing end-to-end campaigns for maximum ROI (>750% consistently), lead quality (CPL), and conversion rates.
Proven ability to build marketing functions and brand presence from the ground up in new markets, transforming nascent operations into top-performing, revenue-generating units (e.g., Brazil >250% growth).
Building, developing, coaching, and guiding high-performing, cross-cultural marketing teams (directly managed teams, indirectly led 100+ marketers globally).
Creating high-value content (guides, newsletters, ebooks, case studies) that drives significant revenue ($5M+ from guides, 501% channel growth from newsletter) and positions the brand as a thought leader.
Implementing and managing systems (Salesforce, Marketo, Airtable), processes, and KPIs for efficiency, data-driven decision-making, and performance tracking across global operations.
Designing and implementing effective GTM plans for global campaigns and initiatives, ensuring seamless localization and execution across markets.
Now, it only remains to bring the project to life by developing it in a solid and structured manner in Webflow. Here, reviews and multiple tests will be conducted before publishing the final product, along with SEO optimization.
Strategizing, executing, and overseeing large-scale online and in-person events generating significant leads (6k+) and revenue ($1M+ per initiative).
