Tiago
Leichsenring

He didn't come from marketing. He came from the classroom. For years, Tiago taught German and Portuguese as foreign languages — in Curitiba, later in Berlin. Behind him: a degree in linguistics, literary and educational science at the Universidade Federal do Paraná. In front of him: the question of how language actually works.

He learned how people think. How they learn. Why some messages stick and others don't. On the side: volunteering as a childcare worker, organising a language course for refugees, months as a WWOOFer in Italy, Ireland, France and Germany — a person who keeps moving.

What he didn't know yet: all of this would be the foundation for everything else.

He entered performance marketing at Majorel — as a support specialist on behalf of Google. Search campaigns, Shopping feeds, Merchant Center, Analytics. He didn't just learn the tools — he learned the thinking behind them. How algorithms interpret bidding strategies. Why tracking is the invisible nerve of every campaign.

Then came Meta. At Concentrix, as a vendor for Facebook, he advised DACH advertisers — built ad accounts, implemented pixels, consulted on conversion events. E-commerce. Lead-gen. The difference between a campaign that runs and one that actually works.

Shortly after: TikTok. A new platform, new mechanics, new questions. Diagnosing delivery problems, billing, technical support.

At Linara GmbH, the support expert became the strategist. For the first time: full responsibility. No large company behind him. Just the question: how do you acquire clients in the German 24-hour care market?

The answer wasn't in a single channel. It was in the system behind it. Tiago rebuilt the entire analytics infrastructure — GA4, GTM, BigQuery, SQL, Looker Studio. Not as an end in itself. But because without clean data, you can't make decisions that are worth making.

He optimised Google Ads, Meta Ads, Taboola, Bing. Campaign structure, audiences, landing pages. In parallel: job ads for FairCare, the sister brand recruiting care workers from Poland, Romania, Hungary and Bulgaria.

The problem was simple to understand: 70 percent of all incoming leads were worthless. Wrong audience, wrong intent, wrong expectations. Every hour the sales team spent qualifying these leads was a lost hour.

The solution Tiago envisioned was radical: an AI chatbot that solves the problem at the source. Not a bought-in tool — built from scratch himself, conceived, planned, coded in Python and Flask and launched. WhatsApp, Telegram, Messenger, Webchat.

The result: roughly 80 percent of unqualified leads are now automatically filtered out before any human sees them.

Five languages, three platform worlds, one self-built AI chatbot. An analyst who can strategise. A strategist who builds. That's rare.

While Linara was running, he didn't stand still. In 2025 he completed two training courses at the Online Marketing Tag: Online Marketing Strategy at Reachx in Frankfurt and SEO Deep Dive at SEOCATION. Not because he had to — but because a professional knows that every model eventually goes stale.

JavaScript and Java for Android — self-study. First aid, fire safety — certifications nobody asks for, but which show how someone thinks: thoroughly, not only within their own domain.