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Work Background
ConsultingFull Stack Growth Performance Marketer
Jun. 2024United States, New YorkServices I Offer
Audits & Recommendations: Comprehensive analysis of your ad accounts and media strategy to uncover growth opportunities.
Hands-On Account Management: Managing, optimizing, and scaling your ad accounts to achieve performance goals.
Channel & Tactic Testing: Identifying and implementing new scalable channels to diversify your media mix.
Strategy Development: Collaborating with your team to create customized strategies for hyper-growth, demand challenges, or high competition.
Cross-Functional Alignment: Building cohesive paid media strategies integrating insights from sales, product marketing, and BI teams.
MadwellHead of Mediums
Aug. 2023 - Jun. 2024United StatesResults:
OpenText (B2B SaaS) - Drove a 20% YoY increase in ROAS and a 10% YoY increase in conversion volume despite flat budgets and market challenges.
FernetBranca - Achieved scale-efficient cost per B2B leads with a CPL below $10 on Meta. Building a direct relationship with bar owners and tenders.
Beat sales forecasts and YoY performance by 5-15% in bars with POS materials.
Process:
Established integrated processes and workflows across brand strategy, production, creative, media planning, and performance teams.
Ongoing and iterative multi-variant and A/B testing across audiences, creative, copy, and landing pages.
Developed custom CRM flows to nurture leads and grow owned audiences, boosting merch sales.
Unified cross-channel data to create automated dashboards, enhancing decision-making processes.
Strategized and executed growth-focused media plans for CPG, B2B SaaS, D2C, and Alcohol brands
Achieved a significant increase in brand recall, purchase intent, and a 20% YoY increase in direct and homepage conversions that strongly correlated with awareness tactics through OLV, YouTube, Meta, and Spotify.
Leveraged AI and automation to drive growth, leaning into Meta ASC, Performance Max, and Demand Gen campaign types using Smart Bidding to optimize campaigns.
VimeoGrowth Performance Marketing Lead B2B
Sep. 2021 - Aug. 2023United StatesResults:
Achieved $600k in cost savings through bringing media buying in-house.
Helped scale the enterprise business with triple-digit pipeline growth:
Unlocked new scalable channels:
Meta scaled from $0 to $250k in monthly spend
LinkedIn scaled from $20K to $450k in monthly spend
Reduced cost per MQL from $1200 to a $100-$400 range on Meta and from $800 down to a $300 - $500 range on LinkedIn.
Process:
Collaborated with B2B Marketing, Product, SEO, and Content teams to design scalable data-driven marketing strategies that drive Pipeline growth.
Established systems for execution, tracking, and reporting with marketing operations, BI engineering, and Finance teams. Ensured lead source tracking from Marketo to Salesforce for accurate closed-loop reporting.
Ongoing and iterative multi-variant creative, copy, and landing page testing.
Simplified paid media account structures and optimized conversion actions to improve lead quality and reduce costs.
Expanded search campaigns leveraging Google's AI capabilities to support scaling Pipeline growth.
Created data-first and conversational feedback loops with automation and sales teams.
PayabilityHead Of Performance Growth B2B
Feb. 2020 - Sep. 2021United StatesResults:
Successfully scaled their new Shopify product to $100K MRR in under 6 months, with the primary growth channel being Meta supported by search.
Process:
Expanded search by leaning into Google's AI capabilities, including Smart Bidding with TCPA across bidding, budget optimization, audiences, creatives, and attribution. (Broad Match Campaigns)
Balanced campaigns to maintain profitable CPA, CAC, and LTV, focusing on high-value customers for better ROI
Ongoing and iterative creative and copy A/B testing to improve performance and increase lead quality.
Collaborated cross-functionally with sales, BI engineering, automation, marketing operations, and finance to optimize the sales funnel, reporting, and technical aspects.
Improved lead quality by creating feedback loops with SDRs and AEs.
EasyAutoTaggingFounder
Jan. 2017 - Feb. 2024United States, New YorkResults:
Scaled EasyAutoTagging through product-led growth and SEO strategies, driving 4,000 trial users and achieving up to $40,000 ARR
Increased trial-to-paid conversion rate from less than 1% to the 3%-5% range through content, automaton, and onboarding optimization
Process:
Built the tech product with agencies in mind, focusing on their specific needs and workflows.
Designed, architected, and built the EAT product from the ground up.
Conducted market research to identify product-market fit, enhancing targeting strategies.
Researched, developed, and executed a growth content strategy focusing on content that drives trials
Led iterative product design based on data analysis, improving user experience.
Optimized user trial and user onboarding funnel via A/B, Landing Page, and automation testing, increasing conversion rates.
MadwellSenior Media Growth Strategist
Sep. 2015 - May. 2018United States, New YorkResults:
During the campaign flight, increased retailer sales velocity, achieving top category positions. Moving the brand from 4-5 to 1-2 in their category at Target, which led to a future acquisition of the brand by Danone
Process:
Built the digital team, systems, process, and integrated workflows from the ground up
Developed measurement plans by defining recency KPI metrics for real-time optimization and brand health and sales KPI metrics to measure influence and impact.
Handled all aspects of media buying, planning, A/B testing, and analytics while building and automating processes (Google Ads scripts, Supermetrics).
Executed full-funnel integrated campaigns by utilizing a diverse media mix to achieve campaign goals
Markertek Video SupplyB2B E-Commerce Performance Marketer
Feb. 2013 - Sep. 2015United StatesResults:
Brought media buying in-house, saving 15% on agency fee
Increase ROAS from 1-2 to 2-3 while increasing conversion units with a relatively flat budget
Process:
Collaborated with SEO, product, and content teams to focus the search acquisition strategy on driving sales growth align with broader business objectives
Implemented Google Tag Manager for event tracking, ensuring accurate data collection and improving tracking agility
Managed SEM campaigns, driving measurable increases in middle/bottom-funnel performance.
Optimized middle-of-funnel search campaigns using a custom weighted attribution model to drive conversion unit growth and improve ROAS
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