Carlos Eduardo Medeiros
When Kevin Machado joined Weprep, his role was narrowly defined: assist with content and lead generation. But as the company began to grow, so did his responsibilities—and his impact. His early results laid the foundation for what would become a much broader mandate: leading Weprep’s marketing, automation, and strategic growth initiatives across Latin America.
From Tactical Contributor to Strategic Leader
“I currently serve as the Chief Marketing Officer at WePrep,” says Machado. “I began by implementing targeted content and lead generation strategies that quickly boosted enrollments and revenue.. As I consistently delivered results and scaled our strategies, I was formally offered the CMO position.”
Beyond marketing operations, Machado also oversees strategic partnerships—building alliances with universities and medical associations across Latin America. These relationships have driven a 35% increase in enrollments and expanded Weprep’s reach to over professionals across the region, positioning the company for sustainable scale
Designing the Backbone of a Digital Education Platform
Machado’s daily responsibilities are cross-functional by design. “My days typically begin with coordination meetings alongside our sales, technology, and support teams,” he explains. These meetings allow the team to evaluate conversion data, review campaign performance, and identify areas for improvement resulting in a 20% improvement in conversion rates and faster execution of campaign adjustmentsHe also works directly on platform optimization and client communication, which has given him deep insight into user behavior and retention drivers.
One of his most ambitious undertakings was building Weprep’s CRM and educational platform from scratch in just over a month. “We needed a stable and efficient infrastructure that allowed students to study, review, and receive support in one centralized hub,” he says. Simultaneously, he began designing the course structure, working on recorded video modules and syllabi to ensure a seamless learning experience.
Leveraging Automation for Scale and Retention
A central pillar of Kevin’s strategy has been marketing automation. The core platform? GoHighLevel. “It’s our all-in-one CRM and the foundation of our educational platform,” he says. This system has reduced administrative timelines from one week to just two or three days.
The tech stack also includes ManyChat, which allows the team to automate prospect communication and transition from “one-to-one” to “one-to-many” interactions. This infrastructure has supported WePrep’s ability to scale quickly: “We’ve generated $1M USD in our first year and are on track to double that figure,” Machado notes. “In fact, we’ve already matched our total 2024 revenue in just the first part of this year.”
One standout success? The automation of Weprep’s payment and registration process. “Customers now pay on an optimized sales page, are automatically registered into the platform, and instantly receive a welcome email with access details. That reduced friction and significantly increased conversions,” he explains.
Streamlining Onboarding, Extending the Customer Lifecycle
Before automation, onboarding was manual and often delayed. “Previously, clients had to wait for a representative to confirm registration,” Machado says. “Now, they receive immediate confirmation emails and video walkthroughs.” This change not only smoothed the onboarding process but also decreased early-stage support volume cutting onboarding time from 48 hours to under 5 minutes and reducing early support tickets by 40%..
He also introduced lifecycle strategies aimed at increasing client retention and average revenue per user. One such initiative was a professional English proficiency program designed to continue supporting students after certification. “This six-month program increased client lifetime value by 25% and generated an additional $750–$900 per client. When combined with personalized coaching, the average ticket size rose by 30–35%”.
Performance Metrics and Cross-Team Execution
Under Kevin’s direction, Weprep’s return on ad spend has grown from 10 to an average of 20–25, while overall ROI has increased by 120%. Client retention now stands at 99%, with nearly all departures due to personal circumstances.
These numbers are backed by strong coordination between departments. “We work by setting broad company objectives and then breaking them down into specific, actionable goals,” he says. For example, if the goal is $1.2M in sales for the semester, Kevin’s team reverse-engineers lead volumes, campaign types, and satisfaction strategies to reach that number.
Looking Ahead: Institutional Expansion
Machado’s next challenge is guiding Weprep into the institutional education space. “We aim to secure partnerships that would allow us to train an additional 500–600 professionals per year,” he says. He plans to lead new teams dedicated to corporate and university partnerships, while continuing to leverage Weprep’s expertise in healthcare training.
For Kevin Machado, the goal is not just automation for its own sake—it’s strategic growth driven by scalable systems, smart partnerships, and measurable outcomes.