Embedded CMO · Growth & GTM Leadership
Helping SaaS and AI companies turn growth into a repeatable system.
I embed with founders and leadership teams as their CMO — building AI-enabled go-to-market strategy, product marketing, customer acquisition, and international expansion from inside the business.
Track record
15+ years building and scaling digital businesses.
Currently
GM at Moroa · Growth Lead at Petcare
Past
Marketing Director, Perion (NASDAQ)
Geographies
Europe · Israel · US
Industries
AI · SaaS · Marketplaces · Fintech
Operator
Co-founder of Alice & Meezoog
Based in
Lisbon, Portugal
Selected experience
Services
How I help.
Engagements run as monthly retainers in an embedded CMO model — a senior operator working inside your business alongside the team, not a deck from the outside.
Embedded CMO
Senior marketing leadership embedded in your team — strategy, hiring, and execution without a full-time hire.
OutcomeMarketing org built, roadmap shipped, pipeline compounding.
Product Marketing Leadership
Positioning, messaging, launches, and competitive strategy that make sales and marketing land.
OutcomeSharper narrative, higher win rates, faster launches.
Growth Strategy & Acquisition
Full-funnel growth systems across paid, organic, lifecycle, and partnerships.
OutcomePredictable CAC, scalable channels, healthier unit economics.
AI-Enabled GTM Transformation
Re-architect go-to-market with AI: research, content velocity, sales enablement, and ops.
OutcomeLean teams shipping 3–5× more, with measurable ROI.
European Market Expansion
Localised GTM playbooks for US and Israeli companies entering Europe.
OutcomeFaster time-to-revenue in priority European markets.
Selected achievements
Outcomes that compound.
20M
Users grown at Fring during my tenure
1M+
Downloads from a single product relaunch at Perion
100K
Customers acquired in year one at Banco BNI Europa
15
International markets entered with Meezoog
$1.5M
Raised for early-stage ventures co-founded
4
Regions worked across: Europe, Israel, the US, and LATAM
How I achieved 20M users at Fring
- Scaled from ~4M to 20M registered users in under three years across mobile VoIP and messaging.
- Opened 10+ priority markets with localised acquisition campaigns across the US, Europe, India, Brazil, and the Middle East.
- Cut blended cost per install by ~40% through channel mix rebalancing and creative testing.
- Lifted day-30 retention by ~25% with onboarding, invite loops, and lifecycle messaging.
- Built carrier and OEM distribution partnerships that drove a third of new installs.
- Grew Fring to 20M users during my tenure, scaling a global consumer communications product.
- Relaunched an underperforming consumer product at NASDAQ-listed Perion, generating 1M+ downloads.
- Led launch strategy at Banco BNI Europa, contributing to 100K customers in the first year.
- Co-founded Meezoog, a Chief Scientist sponsored startup, raising $1.5M USD and expanding into 15 international markets.
- Currently building AI-enabled GTM and growth systems at Moroa and Petcare across Europe, the US, and LATAM.
Approach
Three pillars. One operating system for growth.
I
Understand
Deep analysis of product, customers, market, and growth opportunities. We start with evidence, not assumptions.
II
Align
Positioning, messaging, GTM strategy, and a growth roadmap the whole leadership team can rally behind.
III
Execute
Hands-on support for implementation, experimentation, optimisation, and scaling the engine you've built.
About
Sofia de Mello-Barreto.
Sofia is a growth, product marketing, and go-to-market leader with 15+ years launching and scaling digital products across startups, AI-driven platforms, marketplaces, fintech, AdTech, and public companies in Europe, Israel, and the United States.
She is currently General Manager of Moroa, an AI-powered Life & Legacy Management platform, and Product & Growth Lead at Petcare, a marketplace launching across Portugal, Spain, and Brazil. Previously, she was Marketing Director at NASDAQ-listed Perion, Digital Marketing & Product Manager at Banco BNI Europa, and co-founder of Alice and Meezoog.
Today she partners with a select number of founders and leadership teams as an embedded operator — embedding into the business to build AI-enabled growth systems that outlast the engagement.
M.A. Marketing, University of Westminster · Digital Marketing Programme, London Business School · Based in Lisbon.
Ready to accelerate growth?
Whether you're launching a new product, entering a new market, or building a more scalable growth engine — let's talk.
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