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ismail djellal
Director-level Growth Leader specializing in data-driven marketing and quantitative finance
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About
Growth/creative marketing leader who served as CMO of a leading online travel agency in Brazil, owning Black Friday performance and creative strategy under budget constraints. Drove a Meta-to-WhatsApp segmented community funnel (plus live shopping) that they report produced ~$400K in sales from ~$20K spend, using pixel-based targeting, bots for in-group conversion, and a SOP-driven creative production system.
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Key Strengths
- Owned Black Friday growth campaign end-to-end as CMO at a leading Brazil OTA
- Built low-CPA funnel using Meta ads to WhatsApp groups segmented by trip preferences
- Generated ~$400K sales on ~$20K spend (reported) via WhatsApp-group strategy
- Data-driven audience segmentation using Meta Pixel signals
- Operationalized conversion inside communities using bots; tracked engagement and link clicks (reported 36% click rate)
- Scaled creative performance via rapid iteration (“Frankenstein” approach to hooks/CTAs) based on metrics
- Designed production “factory” process with SOPs and quality checkpoints to move fast without reinventing workflows
- Led multiple teams across growth/design/content/commercial/portfolio/pricing with end-to-end distribution ownership
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