2x Founder (Meezoog, Alice) · ex-Perion (NASDAQ) · 15+ years
Product Marketing Lead for SaaS & AI companies
Growth & GTM leadership across Europe, Israel and the US. GTM, positioning & launches, from consumer AI to B2B SaaS.
Two weeks, fixed price, ends with a ranked 90-day plan.
What I do
Launch products people trust and adopt.
Launched PetCare, a consumer AI product, across Portugal, Spain and Brazil. Built the go-to-market for Moroa, an AI subscription platform. Part of the team that launched Banco BNI Europa, a digital bank that reached 100K customers in year one.
Grow users at scale, or bring a stalled product back.
Led user acquisition, brand and partnerships while Fring grew to 20M users. Relaunched an underperforming Perion product to 1M+ downloads.
Turn users into paying, retained customers.
Led growth for Perion's subscription products in the US. Own pricing, onboarding and lifecycle marketing at Moroa.
Perion (NASDAQ): product relaunched to 1M+ downloads · Fring: 20M users · PetCare: consumer AI in 3 countries · Moroa: AI subscription go-to-market · Banco BNI Europa: 100K customers in year one
Hiring a product marketing leader? See my experience →Track record
15+ years in product marketing and growth.
Currently
GM at Moroa · Growth Lead at PetCare
Past
Marketing Director, Perion (NASDAQ)
Geographies
Europe · Israel · US
Industries
AI · SaaS · Mobile apps · Marketplaces · Fintech
Operator
Co-founder of Alice & Meezoog
Based in
Lisbon, Portugal
Selected experience
Services
How I help.
I work on monthly retainers as your Product Marketing Lead. Most clients start with a two-week Growth Audit. Some then keep me on as their Product Marketing Lead.
Product Marketing Lead
I work alongside your team on product marketing, hiring and delivery on a monthly retainer.
OutcomeA marketing team with clear responsibilities and a delivery plan.
Product Marketing Leadership
I clarify who your product is for and why customers should choose it, then work with sales and marketing on the launch.
OutcomeProduct messaging your sales team can use in customer conversations.
Growth Strategy & Acquisition
I review how customers find, buy and keep using your product, then test improvements across paid and organic channels.
OutcomeA clearer view of acquisition costs and which channels are worth further investment.
AI for Go-to-Market
I help your team use AI for customer research, content production and routine marketing tasks.
OutcomeLess time spent on repetitive tasks, with results measured against the current process.
European Market Expansion
I help US and Israeli companies plan European launches, adapting positioning and acquisition to each market.
OutcomeA launch plan for the European markets you choose to enter.
Selected achievements
Results from my work.
20M
Users reached at Fring during my tenure
1M+
Downloads from a single product relaunch at Perion
100K
Customers in year one at Banco BNI Europa, where I was part of the launch team
15
International markets entered with Meezoog
$1.5M
Raised for Meezoog, which I co-founded
12
People in the largest team I managed
$24M
Annual revenue I was directly responsible for, digital consumer products
4
Regions worked across: Europe, Israel, the US, and LATAM
- Led user acquisition, brand and partnerships while Fring grew to 20M users.
- Relaunched an underperforming consumer product at NASDAQ-listed Perion, generating 1M+ downloads.
- Part of the team that launched Banco BNI Europa, a digital bank that reached 100K customers in year one.
- Co-founded Meezoog, a Chief Scientist sponsored startup, raising $1.5M USD and expanding into 15 international markets.
- Built the go-to-market for Moroa, an AI subscription platform. Launched PetCare, a consumer AI product, across Portugal, Spain and Brazil.
Ebook · Pre-order
The First 90 Days After Funding.
A GTM playbook for AI and SaaS founders. You raised. The board wants a plan. This playbook gives you the first 90 days, week by week.
The price goes to €49 at launch.
Approach
How we work together.
I
Understand
I review customer research and product data to understand what is working and where customers get stuck.
II
Align
We agree on the customers to focus on, how to explain the product and what the team should prioritise.
III
Execute
I work with the team to put the plan into practice, test changes and review the results.
About
Sofia de Mello-Barreto.
My career has never been confined to a single function. I have worked across marketing, product and growth because building successful products requires all three. The titles changed, but the work remained consistent: understanding customers, solving business problems and turning ideas into products people adopt and businesses can scale.
Over the past 15+ years, I have worked in startups and public companies across Europe, Israel and the US. My experience includes SaaS, mobile apps, marketplaces, fintech and AdTech.
I am currently General Manager of Moroa, an AI subscription platform, and Product & Growth Lead at PetCare, a consumer AI product launched in Portugal, Spain and Brazil. Previously, I was Marketing Director at NASDAQ-listed Perion and Digital Marketing & Product Manager at Banco BNI Europa. I also co-founded Alice and Meezoog.
As a Product Marketing Lead, I work directly with founders and leadership teams. My focus is on changes the team can continue to use after our work together ends.
M.A. Marketing, University of Westminster · Digital Marketing Programme, London Business School · Based in Lisbon.
Let’s discuss your business.
Tell me what you are working on and where you need help. We can discuss whether a Growth Audit is right for your team.
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