Unlocked 5x scale to acquire 100k+ new users across core prospecting, retargeting, and co-branding campaigns. Tripled ad engagement for an 80% reduction in CPCs and launched custom bid/budget combinations to ensure consistent daily volume and performance.

Managed a $1mm experimentation budget to identify new strategies for driving qualified customer leads. Unlocked incremental acquisition tactic that sent value-based audience groups to high-converting blog articles. Validated results in the US, Canada, and Germany.

Built and optimized custom landing pages to streamline and begin to scale a new Web-to-App acquisition path. Unlocked 50% higher ad engagement (CTR%) by leveraging lifestyle photography vs. graphic elements in both video and static ads. Diversified ad creative split from 90/10 video/static to 60/40.

Conducted account audit to identify new areas for scale through day-parting, device-type targeting, and increasing traffic to Web-to-App onboarding flows. Unlocked incremental audience with desktop targeting and identified winning static ads to lower aggregate ad frequency and lower CPCs.

Conducted account audit to identify opportunities to drive efficient user acquisition, unlock resurrection of lapsed users, and drive higher trade volumes among current users. Recommended tactics included ad placement segmentation, leveraging value-based lookalike audiences, and shifting event optimization to first successful trade.

Managed $15mm+ and drove 2x scale with a 10% reduction in CAC. Onboarded new creative agency and secured buy-in with the in-house creative team for weekly test-and-learn cycles. Identified new, incremental audiences among parents and men. Drove 50% higher CTR% by reducing the number of creatives 90% and increasing allocation to static ads vs. video.

Deployed $2mm+ in ad spend to drive 50K+ users 20% below target CAC. Guided development and testing of 20+ new creative concepts to drive higher CTR% by increasing urgency messaging. Increased velocity of user conversion by optimizing for activation vs. registration. Unlocked top-of-funnel strategy with a Web-to-App onboarding flow.

Managed $10mm+ to drive 2x higher scale alongside a 25% CAC reduction. Focused primarily on advanced audience targeting strategies, ad placement segmentation, and dynamic bid/budget algorithms. Shifted 80% of spend from Lowest Cost to Bid and Cost Caps.

Managed transition of Paid function from agency to in-house. Leveraged rapid creative and messaging testing to drive 30% lower CACs. Rolled out novel approach to city-level targeting with custom zip code clusters. Helped onboard a new performance video agency and built new workflows around creative testing and graduating "winners" to evergreen campaigns.

Managed $40mm in spend across four distinct engagements. Drove 50% higher scale with 30% CPA reduction, trained internal teams on advanced creative testing workflows, and identified incremental audiences through a series of Conversion Lift Studies.

Built event instrumentation and conducted initial testing across multiple social and search channels. Identified performance baselines and likely cost curves for both web and app acquisition. Focused primarily on identifying the copy, creative, and targeting needed to shift the core product from advanced traders to a casual audience.

Conducted feasibility studies to identify new opportunities for Paid in US and international markets. Key findings were around leveraging the LinkedIn Daily Rundown to drive user resurrection on app. Ran troubleshooting of event instrumentation and attribution gaps on both web and app.

Managed $75mm+ in ad spend for both driver and rider acquisition across four separate engagements. Unlocked incremental audiences with dynamic zip-code targeting and developed strategy to dynamically deliver custom creative at the city-level . Drove efficient new Rider acquisition with Web-to-App flow. Identified tactics to ensure targeting accuracy with lapsed users, and unlocked efficient resurrection with users who hadn’t taken a ride in 90+ days.

Managed $1mm to build, test, and scale a new account structure to help the company transition from agency to in-house management. Identified new targeting strategies to reach high-potential audiences in Texas and California. Built a turnkey awareness + retargeting system that leveraged blog articles and custom landing pages.

Built Paid program from 0 to 1 based on 50+ copy, creative, and landing page tests. Scaled both new user acquisition and retargeting to convert creators stuck mid-funnel. Identified spike in the targeting of and developed custom creative for podcasters and visual artists.

Managed $30mm+ to build and scale the Paid program from the ground up across 18 months. We drove profitable user resurrection on Web on and net-new user acquisition on App. Facilitated creative development and the adoption of rapid test/learn cycles across multiple teams. Built turnkey reporting and developed automated workflows to dynamically-adjust both cost cap bidding and daily budget levels to ensure profitable spend.

Ran 50+ tests across worldwide traffic to identify opportunities for 3x scale. Winning tactics were found around custom static ad creative, dynamic auction bidding based on time-of-day and day-of-week, and 10x-ing top-of-funnel web traffic.

Conducted full account review and identified eight opportunities for scale. Among the most promising were diversifying ad placement away from News Feed (it was 95% of spend), driving users to a Home Report download with FB Offer ads, and shifting all city-level targeting from city-center to suburban neighborhoods with zip code targeting.

Deployed $5mm in spend to lower new merchant CACs 70% while also opening up 2x scale in the US, Canada, and Australia. Developed the creative, messaging, and targeting for moving 75% of spend to content marketing; conducted multiple Conversion Lift Studies to validate user quality and incrementality of this strategy. Managed $1mm in test spend to guide algorithm inputs for the Shop Campaigns program

Managed creative development, developed custom landing pages, and built custom onboarding flows to unlock 2x higher scale with flat CPAs. Identified unique opportunity to leverage blog articles as landing pages with new product or feature launches.

Built out their Paid Social program to go from 0 to 1 and quickly drove CPAs 50% below company targets. Unlocked low-friction, scalable solution ser acquisition by onboarding ufor users through their custom AI Create tool. Onboarded a new creative agency and built out all workflows to ensure internal teams could scale performance with limited daily maintenance.

Scaled Android spend 50% with a 15% CAC reduction. Conducted incrementality testing to identify new, high-converting audiences outside of core sports and trading card game categories Onboarded new performance video agency.