Isabela Baptista

Promoted into a leadership role overseeing product–growth initiatives across web platforms and CMS ecosystems.

• Revenue Impact: Contributed to €5M+ incremental revenue through optimization of digital funnels and user journeys
• Conversion Optimization: Drove +20% increase in conversion rates through structured experimentation and UX improvements
• Product Owner (CMS Integration): Own and scale CMS infrastructure (Contentful/Strapi), enabling faster go-to-market and reducing engineering dependency
• M&A Product Marketing | Digital Integration: Led the integration of DR SMILE and Smajla (Sweden) in Impress web ecosystems, aligning platforms, user journeys and conversion flows across markets
• Cross-Functional Leadership: Coordinate designers, engineers SEO, brand and operations teams to execute high-impact initiatives
• Experimentation Frameworks: Lead A/B testing strategy using Optimizely, Growth Book, NineTail and analytics tools (GA, Superset and Looker)
• Digital Product Strategy: Contribute to continuous evolution of the website as a scalable, high-performance growth platform, including a large-scale redesign project focused on performance, speed and UX optimization

Progressed from working student to manager within the same organization, recognized for bridging cross-functional teams to deliver high-performance digital products.

Entrepreneurial venture focused on language learning and cultural exchange, demonstrating strong execution and growth capability.

• Scaled from 5 to 30+ students within 6 months, validating product-market fit
• Designed and launched a hybrid education model (online + in-person)
• Owned full business operations, including growth, marketing, sales, and customer experience
• Built a community-driven learning environment, increasing retention and engagement