In 2014, Nicchio worked as a Performance Manager at BEST, in an operation connected to the Kenshoo platform in Brazil. His work involved platform onboarding and media-campaign optimization for major retailers.
In practice, this period brought together two fronts that operate side by side in performance work: technology adoption and day-to-day campaign management. Kenshoo onboarding was part of the same routine in which Search and Social were monitored and optimized for large accounts, placing platform, media and performance within a single operating flow.
On November 11, 2014, from 9 a.m. to noon, he taught the E-Commerce Brasil workshop “Segmentação em Google Adwords e Facebook Ads - Melhores Práticas, Melhor ROI”. The surviving recording is divided into four parts and directly documents the professional repertoire of that period in segmentation, Search, technology and media operations.
The following day, November 12, 2014, also from 9 a.m. to noon, Nicchio taught a second E-Commerce Brasil workshop, “Facebook Ads: Melhores Práticas, Melhor Conversão”. A contemporaneous BEST Blog post recovered from the Web Archive, published on November 14, 2014, records the event and identifies him as BEST Performance Manager. The surviving original presentation covers campaign objectives, metrics, segmentation, Custom Audiences, Lookalike Audiences, Website Custom Audiences and conversion pixels.
The BEST Blog archive also preserves “Online Media Glossary (ROI, CPC, CTR...) Part 1”, published on December 8, 2014 and attributed to Marcelo Nicchio. This adds a technical/editorial layer to the period, documenting content on metrics, conversion and online-media concepts.
Beyond the videos, the visual archive now contains 13 records from the period, including workshop photographs, a business card, office images and the two BEST Blog posts recovered through the Web Archive. Together they provide visual context for a short but representative stage in the Performance trajectory.
