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 , Tourism , and Media and Entertainment . Ana Rita also has some experience in Education , Professional Services , and Sport .

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

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

Q: Which industries has Ana Rita worked in recently?

Ana Rita has recently worked in industries like Education , Tourism , and Professional Services .

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

Ana Rita has recently worked in business areas like Marketing , Strategy , and Sales .

Recommended expert

Berlin, Germany

Experience

Jul 2024 - Present

1 year 9 months

Berlin, Germany

Marketing Consultant & Coach

Self-employed

Fractional marketing leader, conducting audits and leading projects while advising C-level stakeholders on infrastructure, performance, and operations.
Developing performance management frameworks including CAC/LTV analysis, target setting, OKRs, and KPI alignment across regional segments and acquisition channels.
Developing segmentation strategies, ICP profiles, and full-funnel structures in collaboration with marketing and sales teams.
Supporting CRM (HubSpot) implementation and developing the marketing framework for lead scoring, attribution, lifecycle journeys, reporting, and cross-team processes.
Coaching cross-functional stakeholders through complex strategic processes, driving alignment across marketing, sales, product, and business analytics.
Developed executive-level reports and presentations with project outcomes and actionable insights to support business decisions.
Supporting GTM activities including new market launches and agency procurement.
Hiring, onboarding, and coaching digital marketing teams.

Jun 2021 - Jun 2024

3 years 1 month

Berlin, Germany

Head of Performance Marketing

ResearchGate

Revamped the performance marketing unit; hired and built a 10-person team focused on demand generation, user acquisition, and email campaigns.
Introduced team KPI tracking and individual career roadmaps, aligning performance expectations with business goals and contributing to 100% team retention over two years.
Provided expert guidance on campaign configuration, audience targeting, content, and budget strategy, resulting in a 67% increase in CTR and an 18% boost in email open rates for Partnership and Enterprise clients.
Member of the commercial team; worked in close collaboration with the VP and Sales Director, supporting commercial decision-making by providing performance data, strategic recommendations, and industry best practices.
Implemented team-wide OKRs centered on data analysis, content, and audience testing to drive continuous performance improvements and optimize budget efficiency.

Jun 2019 - May 2021

2 years

Berlin, Germany

Head of Growth & Performance Marketing

Amadeus

Member of the business unit’s executive leadership team, contributing to strategic direction and P&L decisions.
Led a 16-person cross-functional team across account growth, ad operations, campaign management, and sales support.
Exceeded revenue targets by 20% and achieved an 80% account retention rate through portfolio strategy, account-based marketing, and direct coaching of account growth managers.
Supported business continuity and stakeholder engagement during the COVID-19 pandemic, using real-time market data to stabilize operations and preserve partner relationships.
Supported commercial pitches for key prospects and contributed to RFP responses for DMO clients.
Directed media buying strategy, campaign performance, and budget management across the client portfolio. Implemented Quality Assurance processes to maximize profit margins and meet KPIs.

Nov 2017 - May 2019

1 year 7 months

Cologne, Germany

Senior Product Marketing & Growth Manager

HRS Group

Launched and managed digital marketing channels including DV360, Criteo, Google Ads, Paid Social (Meta & LinkedIn), Adjust, and Apple Search Ads to support positioning HRS from leisure to a leading business travel service.
Led and mentored a 3-person team in managing campaign performance, content, and audience segmentation, resulting in significant growth in DACH market reach and a 112% ROI.
Managed 7-figure budget plans to support awareness, engagement, user acquisition, and retargeting campaigns in close collaboration with brand and content teams.
Partnered with Analytics and BI teams on data integration and attribution modeling projects to optimize performance and budget allocation.

Sep 2015 - Oct 2017

2 years 2 months

Cologne, Germany

Senior Digital Product Marketing Manager

Mediakraft Networks

Developed and launched advertising products, created go-to-market strategy, and managed Ad Server infrastructure integration.

Jun 2014 - Aug 2015

1 year 3 months

Cologne, Germany

Senior Display Campaign Manager

ESL Gaming

Managed display advertising campaigns across EMEA with real-time optimization and performance reporting.

Jan 2012 - May 2015

3 years 5 months

Madrid, Spain

Advertising Operations Director

Yieldr

Co-founded subsidiary; managed business planning, acquisition, and team. Profitable by year two.

Jul 2011 - Dec 2011

6 months

Amsterdam, Netherlands

Programmatic Display Campaign & Account Manager

Yieldr

Developed and executed programmatic media strategies to drive performance and strengthen client retention.

May 2010 - Jun 2011

1 year 2 months

Madrid, Spain

Digital Marketing Manager

Groupon

Part of the core team that launched the Portuguese market, driving multi-channel marketing campaigns.

Dec 2008 - Apr 2010

1 year 5 months

Berlin, Germany

Marketing Coordinator & Media Planner

Fox Mobile Group

Managed media buy negotiations and strategy, while coordinating multi-channel advertising campaigns across TV and print.

Industry Experience

See where this freelancer has spent most of their professional time.

Experienced in Advertising, Tourism, Media and Entertainment, Education, Professional Services, and Sport.

Advertising

Tourism

Media and Entertainment

Education

Professional Services

Sport

Business Area Experience

See which departments and functions this freelancer has contributed to most.

Experienced in Marketing, Strategy, Operations, Business Intelligence, Sales, and Product Development.

Marketing

Strategy

Operations

Business Intelligence

Sales

Product Development

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

Statistics

Experience

Total positions 10

Experience in Advertising 6 y

Avg length 1 y 9 m

Longest experience 3 y 4 m

Global Experience

Countries worked in 3 (Germany, Spain, Netherlands)

Primary country Germany

Expertise

Recent roles Marketing Consultant & Coach, Head of Performance Marketing, Head of Growth & Performance Marketing

Main industries Advertising, Tourism, Media and Entertainment

Main business areas Marketing, Strategy, Operations

Qualifications

Highest degree Master

Certifications earned 1

Profile

Created

February 2026

Last Update

March 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, Tourism, and Media and Entertainment. Ana Rita also has some experience in Education, Professional Services, and Sport.

Which business areas is Ana Rita most experienced in?

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

Which industries has Ana Rita worked in recently?

Ana Rita has recently worked in industries like Education, Tourism, and Professional Services.

Which business areas has Ana Rita worked in recently?

Ana Rita has recently worked in business areas like Marketing, Strategy, and Sales.

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.