BasepawsUser Acquisition Lead
Apr. 2022 - Aug. 2024- Drove acquisition strategy across paid social, paid search, and affiliate channels, leveraging creative insights to optimize audience targeting and engagement - Led acquisition go-to-market strategy for a new product launch, integrating creative messaging with performance goals and exceeding ROAS projections - Developed data-driven creative strategies to increase CTR, lower CPC, and reduce CPMs on ad channels, aligning creative elements with audience behavior and platform performance - Directed the production of new video assets with creative agencies, ensuring alignment with brand narrative and campaign objectives - Managed paid media and affiliate agencies, fostering collaboration between creative and performance teams to drive cohesive marketing execution - Implemented robust A/B testing procedures to cost-effectively determine the viability of new marketing channels - Collaborated closely with product, development, and analytics teams to identify high-impact A/B testing opportunities to enhance website conversion rates