Are you looking for a marketer who can do it all…
You just found one.
Who thinks like a CMO, writes like a copy chief, and obsesses over growth like it's their own business?
Fractional CMO and messaging-obsessed marketing brain… and the person who’s about to care about your brand more than most people on your team ever have.
I help founder-led brands sharpen their message, make smarter marketing decisions, and put their time and money behind what actually works.
I’m an English lit snob turned full-stack marketer — which means I can write like your best copy chief and think like your sharpest CMO.
For the last decade, I’ve led strategy, messaging, and growth across startups and digital brands from early stage to multi-7 and 8 figures.
If there’s a lever that’ll move the needle, I’ll find it.
If there isn’t, I’ll tell you — kindly, clearly, and before you waste another $20K testing whatever “funnel hack” someone on Instagram swore would change your life.
Hi, hello, nice to meet you — I’m Janaína
How a Lit Nerd Ended up in the Marketing Trenches
CONNECT THE DOTS AND FIND THE MOVES THAT MATTER.
Instead, I spent a few years couchsurfing through 50+ countries, sleeping on the sofas of strangers, learning how humans think, choose, react, trust, say yes, say no…
(In hindsight: better marketing training than any MBA.)
And then, naturally, I landed in startups — where you’ve gotta figure out which of the 47 things you could do are actually worth doing. Fast.
Years later, that’s still what I do best:
(…and made herself very comfortable there)
I’m a recovering overachiever and former gifted kid (really just a flattering way of saying I was a deeply nerdy little weirdo) who got into the toughest liberal arts college in the US… and immediately realized I had zero interest in a “normal” career path.
I studied English literature, fell in love with language, and fully expected to end up in academia or publishing — you know, places where people argue about symbolism for sport.
I’ve seen what happens when marketing is treated like a vibe and when it’s treated like an actual discipline.
I’m here for the latter.
I’m an unapologetic nerd about buyer psychology, AI, and systems — but my first love will always be story.
Over the last decade, I’ve:
Written the copy and built the launch and revenue strategies behind multiple millions in sales in education, wellness, creative, and e-commerce.
Built marketing engines that scaled early-stage companies to multi-million-dollar ARR — spanning brand and growth.
Led writers, marketers, and cross-functional teams from acquisition through retention and brand.
Because at the end of the day, story is how we make sense of the world — and how we decide what’s worth paying attention to, trusting, and buying.
Great marketing doesn’t start with a campaign. It starts with knowing what you’re trying to say, what you’re trying to achieve, and what’s actually worth doing.
A Few Hills I’ll Die On
Most brands don’t have an idea problem. They have too many ideas competing for the same time, money, and attention. My job is to figure out what matters — and make everything else work around it.
People buy. Algorithms don’t.
Data matters. Technology matters. AI matters. But there’s still a human being on the other side deciding whether they trust you, want what you sell, and believe it's worth their money. Market accordingly.
Marketing works better when it works together.
Brand, performance, content, copy, paid, product — your customer doesn't experience them as separate departments, and neither should your strategy. One business. One customer. One bigger picture.
Strategy is deciding what not to do.
Most businesses don't need more ideas. They need someone willing to say, “Not that. Not now. This.” Focus is what turns a hundred possible moves into the few that actually matter.
Messaging is the engine — everything else is amplification
You can have the smartest funnel, biggest ad budget, and prettiest brand in the world. If the message doesn’t land, you’re just paying more people to ignore you.
What You Want Me in the Room For
Important Information That Will Never Appear on LinkedIn
I’ve couchsurfed my way through 50+ countries.
I’ve lived abroad multiple times, slept on a truly concerning number of strangers’ sofas, and remain convinced there’s no better education in human behavior than getting wildly outside your own little corner of the world.
Things I’m into:
Clear thinking. Sharp writing. Nuanced conversations. Bold-but-grounded brands. Founders who care about people as much as profit. Asking “but why?” approximately seventeen times until we get to the actual problem.
I will always tell you what to read next.
My nightstand is a dangerous pile of lit fic, business strategy, psychology, and whatever I’m aggressively highlighting on Kindle.
Things I’m very much not into:
Bro marketing. Fake urgency. Manipulative sales tactics. Busywork masquerading as strategy. And pretending 2020 launch math still applies.
I have opinions about brands.
Glossier (early era, obviously). Apple (the discipline). Barefaced (the clarity and consistency).
“I’ve never felt more supported or more genuinely held by someone in this role.”
“Janaína has become my right hand, my mirror, and my friend.”
“Janaína brings steadiness, thoughtfulness, and dependable leadership to a space that can move fast and change quickly.”
“Her integrity and reliability are unmatched — she always follows through, always overdelivers, and brings a level of generosity that’s rare in this industry.”
“Janaína sees the full arc of a launch or campaign and connects the pieces in a way that supports both growth and long-term vision.”
“Her investment in our success — and in the success of our clients — is undeniable.”
You’ve already built something worth growing.
Now you need marketing that can keep up.
Whether you need someone inside the business leading the charge, a sharp outside brain to tell you what to do next, or words that finally sell what makes you different — I’m in.
You don’t need more ideas, more tactics, or more things to manage.
You need to know what works, what matters, and what comes next — with someone you trust to help make it happen.
Less second-guessing. Less wasted time and money. More of your marketing actually moving the business forward.
Want that for your brand?
