{"id":1276,"date":"2025-09-25T12:15:18","date_gmt":"2025-09-25T10:15:18","guid":{"rendered":"https:\/\/tinalouise.eu\/conoceme\/"},"modified":"2026-08-27T17:39:47","modified_gmt":"2026-08-27T15:39:47","slug":"about-me","status":"publish","type":"page","link":"https:\/\/tinalouise.eu\/en\/about-me\/","title":{"rendered":"About me"},"content":{"rendered":"\t\t
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About Tina Louise - Fractional CMO & Growth Strategist<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\t2011<\/span>\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t\tA Dove campaign I led at Ogilvy became an international case study, increasing sales by 15 % in Brazil. <\/span>\t\t\t\t<\/div>\n\t\t\t\t
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The secret:\u00a0<\/strong>We didn\u2019t just follow the brief \u2014 we adapted the global message to the local audience.<\/p>

That campaign taught me that strategy without local context is just noise. It\u2019s also the foundation of how I work with clients today \u2014 grounded, relevant, and real.<\/p>

The lesson: strategy only works when it fits the market.<\/b><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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\n\t\t\t\t\t2008<\/span>\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t\tGMI needed leads across Europe. Five languages, one budget. <\/span>\t\t\t\t<\/div>\n\t\t\t\t
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Result<\/strong>: : +300 % leads in 6 months and 30 % monthly growth.<\/p>

The lesson: <\/b>international growth isn\u2019t copy-paste. It requires adapting the strategy to the market.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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\n\t\t\t\t\t2018<\/span>\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t\tMyFitnessPal had 300 K users in LATAM but no traction.<\/span>\t\t\t\t<\/div>\n\t\t\t\t
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\u00a019 months later: +600 % growth, Top 10 in App Stores, and an active community.<\/p>

I built the local growth strategy from scratch \u2014 combining acquisition, brand, partnerships and community to drive sustainable growth.<\/p>

I didn\u2019t replicate what worked elsewhere \u2014 I built a strategy tailored to that market and culture, adapting on the go without a fixed budget. That\u2019s the difference between applying generic formulas and creating what truly works.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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MY WORST MISTAKE<\/h2>\t\t\t\t<\/div>\n\t\t\t\t
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The $50 K mistake that made me a better strategist<\/strong><\/p>

\u00a0At Airbnb, I launched a \u201cdisruptive\u201d campaign without validation. Two weeks later: $50 K gone. Lesson learned: creativity without data is expensive. Now I teach clients to validate before scaling.<\/p>

Today, I apply that lesson to every growth strategy: validate the assumption before scaling the investment.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\"consultoria\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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\u201cWhile the industry sells frameworks and theories, I believe in something simpler: teaching exactly what worked when the results really mattered.”<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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There’s no magic. Just proven strategy, clear implementation, and the experience of someone who did it when it really mattered.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\"tina\"\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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Tina Louise\n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t
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Tina Louise is a Fractional CMO and growth strategist with 20+ years of experience across marketing, digital and international growth.<\/b><\/p>

She has held leadership roles at MyFitnessPal, Airbnb, Adobe and Ogilvy, working across growth strategy, digital marketing, brand, customer acquisition and international expansion.<\/p>

Today, she works with founders and leadership teams at growth-stage companies and scale-ups that already have a marketing team but need senior strategic leadership to identify what\u2019s holding growth back and decide what to do next.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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Press and Interviews<\/h2>\t\t\t\t<\/div>\n\t\t\t\t
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Throughout her career, Tina has led marketing and growth initiatives for international companies, most notably during her tenure as Marketing Director at MyFitnessPal. Several of these projects were featured in leading industry media and major publications across Brazil and Latin America.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t

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