Miguel Dorneles

Current

Manager, Online Products and Operations at Fox Latin American Channels

Past

Search Marketing Manager at Fox Latin American Channels
SEO, Web Traffic Analyst at Grupo RBS
Online Marketing Analyst at Grupo RBS

Online Ad Operations Team Lead at Grupo RBS
Intern at Zero Hora (Grupo RBS)
Intern at Zagaia Comunicação e Marketing

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3 more...

Education

Pontifícia Universidade Católica do Rio Grande do Sul
Pontifícia Universidade Católica do Rio Grande do Sul
Colégio Concórdia

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Recommended

15 people have recommended Miguel

Connections

428 connections

Industry

Internet

Websites

Miguel Dorneles’s Summary

Online marketing professional with a 2-year academic experience in Computer Science and a 4-year experience leading teams in digital media and marketing while working for large corporations in Brazil, both local and multinational.

Key industries include newspapers, internet and pay-TV, having developed successful work teams and new areas across Grupo RBS, the biggest media conglomerate in the south of Brazil, and Fox Latin American Channels, one of the world's leading media companies, part of News Corporation.

Speaker at important industry events in Brazil such as SMX São Paulo 2008, Digital Marketing 3, Web Analytics Wednesday, Social Media Brasil 2009 and Customer Loyalty Summit 2009. Also, a former member of IAB Brasil's SEM committee and a contributor for several initiatives such as Web Analytics e-books and the SearchCast search marketing podcast.

Miguel Dorneles’s Specialties:

Digital Marketing Strategy, Management of Advertising Operations, Search Engine Marketing, Enterprise SEO, Corporate Web Analytics, Global Business Relationship Management.

Miguel Dorneles’s Experience

Manager, Online Products and Operations

Fox Latin American Channels

(Public Company; NWS; Entertainment industry)

October 2008 — Present (1 year 2 months)

Leads strategies for the lunch, positioning and selling of the company's online advertising solutions in the Brazilian market through its .FOX division. Works closely with the Media Planning department in order to provide sales people with the most accurate and "sexy" media offerings mixing both TV and the Web, all supported with strong market analysis and business intelligence.

Products include: FOX Sites, Search Marketing (SEM), Performance.FOX, Branding.FOX, SocialMedia.FOX, Utarget.FOX (online video advertising) and Worthnet.FOX (financial vertical ad network).

Also responsible for the operations within the pre-sale and post-sale scopes.

Managed business relationships with foreign clients and media agencies from countries like India, France, Germany and the USA.
Search Marketing Manager

Fox Latin American Channels

(Public Company; NWS; Entertainment industry)

April 2008 — September 2008 (6 months)

Development of .FOX's search marketing business line in Brazil.

- Management of operations and account follow-up.
- Sales training programs.
- SEO training for FOX’s tech, design and content teams in Buenos Aires, Argentina. Included project supervision of the new NatGeo (www.natgeo.tv) website for Latin America.
- On-going SEO analysis for prospective clients.
- .FOX’s representation at SMX São Paulo as a speaker in an SEO panel.
- .FOX’s representation in the IAB’s SEM committee, where I had the opportunity to lead a university event in the south of Brazil.
- Involved with the development of .FOX's Brazilian branding ad network.

.FOX Networks is the digital division of Fox International Channels, a News Corporation company.
SEO, Web Traffic Analyst

Grupo RBS

(Privately Held; Media Production industry)

January 2008 — April 2008 (4 months)

Lead analyst for the new SEO/Web Traffic area. Responsible for building and leading all the Web Analytics and Search Marketing (SEO/PPC) efforts in order to grow audience and improve visitors' satisfaction at the group's Web portals through KPI analysis and tactical day-by-day actions. Team builder, responsible for developing new processes to establish the relationship between the area and internal clients, such as Marketing, Content, Product, Design, IT and management.

- Built and managed a brand new area dedicated to SEO and PPC campaigns as well as web analytics.
- Mapped deliverables, created workflows, introduced new KPIs and reports for different kinds of needs and planted the seeds for an analytics-driven culture in the company.
- Set up a clickstream analysis program for clicRBS's 2008 homepage in order to understand visitor's behaviour and drive action towards the critical points.
- Placed SEO into the product development roadmaps.
Online Marketing Analyst

Grupo RBS

(Privately Held; Media Production industry)

September 2007 — December 2007 (4 months)

Responsible for developing in-house strategies to improve the group’s web sites visibility on organic search engine results (SEO) and managing pay-per-click campaigns (PPC). Also in charge of Web Analytics, responsible for Web traffic analysis, research and reporting.

- Solved technical issues to improve crawlability.
- 71% increase in organic search traffic in 3 months.
- Over 60% of share for organic search traffic before the end of the first month of launching a brand new product.
- Managed the relationship with an SEM agency, an SEO consulting company and a web analytics vendor.
Online Ad Operations Team Lead

Grupo RBS

(Privately Held; Media Production industry)

January 2006 — August 2007 (1 year 8 months)

Management of ad trafficking and follow-up of live campaigns for clicRBS and hagah.

- Set the new online ad operations framework after the launch of hagah in 2006.
- Managed major accounts in Southern Brazil's internet market.
- Led the creation of an online media kit for clicRBS, hagah and ZeroHora.com.
- Participated in a number of on-site meetings with local agencies and clients along with account executives and the sales manager in order to align advertising needs, goals and outcomes.
- Incorporated a live performance status panel into the accounts follow-up workflow for instant display of clients’ campaign results based on their key metrics.
- Managed other emerging iniciatives such as e-mail marketing, SEO, PPC and CRM implementation.

clicRBS is the leading content website in the south of Brazil and part of Globo.com affiliate network. hagah is a local search website for Paraná, Santa Catarina and Rio Grande do Sul.
Intern

Zero Hora (Grupo RBS)

(Privately Held; 5001-10,000 employees; Newspapers industry)

April 2005 — December 2005 (9 months)

Customer support and assistance for the newspaper’s online subscription center.

Zero Hora is one of the leading newspapers in Brazil. It is part of Grupo RBS.
Intern

Zagaia Comunicação e Marketing

(Privately Held; 11-50 employees; Marketing and Advertising industry)

September 2004 — April 2005 (8 months)

Website design, HTML/CSS coding and site maintenance for several local clients such as POA Produções, Rota Metrópole and Clube da Saudade as well as Zagaia's. Co-author of CDL's 2005 campaign to increase retailer's satisfaction when at work and also the co-creator of POA Produções' 2005 hit party "Ilha de Togas".

Zagaia is a small marketing and advertising agency in Porto Alegre (Brazil).

Miguel Dorneles’s Education

Pontifícia Universidade Católica do Rio Grande do Sul

BA , Advertising , 2003 — 2007

Dissertation titled “Marketing and Business in Second Life”.
Pontifícia Universidade Católica do Rio Grande do Sul

BS (unfinished) , Computer Science , 2001 — 2002
Colégio Concórdia

1990 — 2000