Consultant – September 2023 – Present
Implementing impactful paid media solutions, driving results for stakeholders and ensuring ROI success by developing strategies, optimizing ads, and delivering proven strategic insights.
Senior Manager, Performance Marketing – Binance US
September 2022 – September 2023 | Los Angeles – Remote
⫸ Led a team of 3 to develop and scale brand collateral on paid media and affiliate platforms for one of the top 5 cryptocurrency trading platforms (fintech) on web, Android and iOS.
The company ended USD growth operations in September 2023.
⫸ Managed ad ops, tracking tag management, creative, and revenue reporting for all paid media across search, social, mobile display and web.
⫸ Established consistent branding and messaging in paid. Developed and managed the marketing budget. Led day-to-day strategy and execution of paid media campaigns including keyword development, bidding strategy, campaign set up, execution details and overall goal achievement targeting ROAS, LTV and ARPU.
⫸ Increased total company revenue by 163% over 6 months, tens of millions in USD, effectively built the majority of the app’s user base. Exceeded goals.
Senior User Acquisition Manager – Electronic Arts Inc. (NYSE:EA)
January 2022 – September 2022 | San Francisco – Remote
⫸ Headed UA efforts for Star Wars™ Galaxy of Heroes, Disney Sorcerer’s Arena, and EA Sports Fishing globally for one of the largest and most well-known game publishers on earth.
⫸ Strategized, executed and continually optimized mobile campaigns on every critical mobile platform, including: Facebook, Instagram, Google, TikTok, YouTube, DSP Networks, SDK Networks, CTV, Influencer marketing platforms and much more. Managed ad platform financial needs. Campaigns targeted globally, NA, LATAM, APAC, Oceania, EMEA.
⫸ Leveraged cross-functional relationships with product, brand, data, and creative teams to grow the portfolio and business through full-view lifecycle marketing.
⫸ Led complex ad hoc projects under guidance of VP, Attribution windows analysis and adjustment on an app level, revenue forecasts, CPI projection forecasts, yield curve projections etc.
Lead Acquisition Manager (Contractor) – The Procter and Gamble Company (P&G – NYSE:PG)
January 2021 – December 2021 | New York – Remote
⫸ Revitalized and optimized digital strategy for DTC (Direct to Consumer) innovation brands in Beauty & Paper for ROAS and revenue growth for some of America’s largest consumer businesses. Campaigns targeted the United States & Canada.
⫸ Performed Hands-on-Keyboard media buying to grow Facebook, Google, Bing ads, and programmatic display channels (GDN, The Trade Desk) for e-commerce sites.
⫸ Built impactful media plans for scale on paid retail search ad spend for Charmin, Bounty and Puffs brands on Amazon, Walmart, Criteo, Kroger and Quotient.
Digital Marketing Manager – Swingman Advertising Agency
June 2017 – December 2020 | New York – Remote
⫸ Accomplished metric-driven initiatives to construct B2B & B2C business development prospect funnels across multiple tactics and channels, enhancing demand KPIs and audience journey with successful brand awareness campaigns based on established LTV insights.
⫸ Built websites and landing pages on WordPress and other CMS tools, then optimized copy and assets through A/B testing with paid traffic.
⫸ Guided the creation and execution of campaign management strategies for Facebook and Google ads to reduce account management hours and fortify in-house teams.
User Acquisition Manager – Consumer Acquisition
May 2016 – June 2017 | Livermore, CA, USA – Remote
⫸ Managed all aspects of Facebook and Instagram advertising: built ads, analyzed data, optimized continuously, and managed creative testing for an ad agency for clients including “Candy Crush Saga”, “Matchington Mansion”, “Ahead” (DTC Pharma) & more.
⫸ Developed strategies to exceed clients’ performance targets. Analyzed ad spend and used the data to formulate strategies. Optimized ads for efficiency based on performance data using bid management platform. Created images in Photoshop (or managed external designers) and copywriting to optimize performance. Developed client-facing skills on weekly calls, delivered strategic insights, and provided daily summaries.
Education
Bachelor’s Degree in Political Science and History (BA)
City University of New York – Hunter College – New York, NY
Skills
- Leadership & Strategic Planning:
Effective Team Leadership
Clear Growth Recommendations
Internal / External Roadmap & Media Planning Alignment. Task Prioritization.
Brand Storytelling
Content Strategy
Search Engine Optimization (SEO)
Project Management
Entrepreneurial self-starter.
- Analytics & Measurement:
Lifetime Value Optimization, CAC
ARPU Tracking & Traffic Measurement
Google Analytics 4, Universal Analytics 360, Google Tag Manager. Adjust, Appsflyer, Singular, Kochava MMPs.
Identifying Winning Business Metrics.
- Design Tools:
Adobe Photoshop, InDesign, Illustrator, After Effects, Canva, Figma.
- Ad Platforms:
Meta, Google Ads / Adwords, TikTok, LinkedIn, Snap, Pinterest, Gemini,
TheTradeDesk, Taboola, Propeller Ads, Gemini, UAC, Moloco, Unity, AppLovin, Ironsource, Apple Search Ads, Amazon
- Microsoft Suite:
Microsoft Word, PowerPoint, Microsoft Excel (pivot tables, VLookup), Access
PowerBI, Domo.
- Data Analysis & Visualization:
Adobe Analytics, Tableau
SQL, Python, R, Advanced Data Analytics. Google Sheets. Looker Data Studio, Appscript.
- Web Development Platforms:
Shopify, Magento, WordPress, Wix, Squarespace. Landing Page Development. HTML, CSS, JavaScript.
- Campaign Strategies & Studies:
Engagement and Brand Awareness
Media buying, Ad traffic growth.
Media Mix Modeling
Brand Lift Studies
Direct Response Marketing
Testing Optimization Strategies
Search Engine Marketing (SEM)
Email Marketing (mailchimp, active campaign, sendgrid, SMTP port 25)
Marketing Automation, AI, GPT & LLM
Customer Acquisition
- Strategic Channel Priorities:
Omni channel marketing: overseeing comprehensive, diverse strategic channel priorities for success & organizational vision execution online.
- Collaboration & Communication:
Collaboration to Catalog Customer Trends. Streamlining Communications Process to Achieve Objectives. Zoom, Meets. Task management tools.
Asana, Trello, Monday, Target Process, Harvest, Slack, Google Chat, Microsoft Teams.
- Lead Generation, Ecommerce Sales & Optimization:
Lead Generation
Conversion Rate Optimization
Systems & Program Support for Competitive Verticals.
