Built to Scale

I owned content strategy, blog production and lifecycle email marketing for Programa Avançar, Santander's financial-education program for Brazilian small business owners and entrepreneurs. I joined as a writer and grew, functionally, into the program's content strategist.

The program needed a content engine that could run continuously at volume — not a handful of campaigns, but a standing editorial and lifecycle operation — while replacing manual, one-off follow-ups with automated nurturing that could scale across its many sub-initiatives (Rota do Empreendedor, Abertura de Conta, Reengajamento, among others).

I built an always-on editorial operation sized to the program's volume (122 articles and 9 ebooks per year), paired with automated nurture workflows in RD Station segmented by funnel stage and sub-initiative, and a bimonthly newsletter to keep registered users engaged between campaigns. Webinars were added as a live layer on top of the written content. HubSpot was tested alongside RD Station to assess its fit for the program's CRM and automation needs. Results were shared internally through a newsletter I created for that purpose.

• 01Produced and oversaw 122 articles per year and 9 ebooks for the program's blog
• 02Built and launched automated lead-nurturing workflows in RD Station, segmented by funnel stage and sub-initiative
• 03Personally QA'd every campaign and newsletter — links, rendering, targeting and timing — before launch
• 04Planned and presented webinars as a complementary content format
• 05Managed content across the program's sub-initiatives (Rota do Empreendedor, Abertura de Conta, Reengajamento and others)
• 06Tested HubSpot alongside RD Station for CRM and automation fit
• 07Created an internal newsletter to share the program's results across the company