Digital Marketing Strategist Specialising in PPC and Paid Social

I am a commercially driven multi-channel marketing specialist with years of planning and executing global paid media marketing strategies. Over the years, I have been responsible for managing significant marketing quarterly budgets ranging from £50,000 to 4M. I have a strong passion for data and research and understand the importance of marketing attribution models to tailor business growth.

Qualification Background
MSc Digital Marketing - Liverpool John Moores University (2016)
Diploma in Digital Marketing - Chartered Institute of Marketing (CIM) (2015)


Digital Platforms/Skills
Paid Search: Google AdWords, Apple Store, Google Play and SA360
Paid Social: Facebook Manager, LinkedIn Campaign Manager, YouTube & Twitter
Tracking & Analytics: DoubleClick, Google Analytics, Floodlight tags
Employment History
Goodstuff Media Agency 
Biddable Account Manager
February –  October 2020

Responsibilities

• End to end PPC and paid social campaign management for clients such as The Gym Group, Subaru and Biotiful
• Campaign set up and daily accounts and campaigns optimisations
• Planning and creating brief responses to new briefs and clients
• Weekly and end of campaign reporting
• Post campaign analysis and recommendations

Achievements 
Planned and executed an exciting marketing strategy for a new innovative app that uses artificial intelligence to study spending habits and helps users unlock investment options. I created a campaign on Apple Store and Google Play that targeted high intent users

• The campaign achieved 100% installs using only 20% of the forecasted spend and at 60% lower CPA
• I utilized Facebook lead ads with qualifying questions to acquire qualified leads which resulted in a 90% engagement rate with a 20% conversation rate vs forecast.

Mindshare Worldwide
Global Paid SMedia Account Manager
September 2019 – February 2020
Contract
Mindshare is a global, multi-award-winning, media agency network of over 9,000 people across 86 countries united by the desire to create new media experiences.
Responsibilities
I used paid social and paid search digital channels for clients such as Dyson, Nespresso and Norwegian Cruise Line.
Achievements 

• Due to increased competition, I introduced CPA bidding strategy to generic campaigns that reduced CPA by 3% in the first month
• Rolled out NEW video ads on Facebook to campaigns with low engagement rate and increased CTR by 2%

Publicis Groupe
(Zenith Essity Account)
Global Biddable Account Manager
May 2019 – August 2019
Contract
Essity is a global health and hygiene E-commerce business that develop, produce and sell consumer products and solutions with a market share of about £200 Billion.


Responsibilities
Collaborated across multiple product teams to create marketing strategies for a new beauty care product launch using major digital platforms such as Google and Facebook
Achievements

• Launched the product within the tight deadline and reduced forecasted media spend by 42% through setting up relevant bidding strategies on SA360
• Automated the reporting processes by implementing software’s such as Workstream
• Successfully project managed the integration of new markets (DE, FR & IT) markets

Global Media Account Manager
Agenda21
September 2018 – April 2019
Contract
Responsibilities
Creating and overseeing global paid media campaigns for clients such as Air New Zealand. Digital channels: Google & Bing Search, Facebook, Instagram, LinkedIn and Twitter.
Achievements

• Delivered a successful integrated B2B and B2C campaign using enhanced audience targeting tactics.
• I used the position-based model attribution model to create successful campaigns by analyzing data collected.

Digital Marketing Acquisition & Retention Manager
The Fragrance Shop
Jan 2017 - August 2018
Permanent                
                                                
Major UK retailer of perfumes (300 UK retail stores) with supporting eCommerce site (£70m annual online visitors)
Responsibilities
End to end planning and execution of paid search and social campaigns focusing on traffic, cost per acquisition and return on investment.
Analytics – reporting and analysis of weekly KPI’s, targets and customer value metrics.
Communications with retail, email marketing and web content teams to ensure online promotions are given adequate priority.
Achievements 

• Google Shopping Ads – Given that we have experienced increased competition in pay-per-click, which has driven up our costs of acquisition, I responded to these increased costs by introducing Google Shopping ads with more compelling offers and corresponding higher click through rates (over 4% over many SKU’s)

Digital Marketing Assistant
Tribe Generation
Feb 2012 - Sept 2016
Student Employment             
At Tribe Generation, I learnt the ropes of digital marketing. As an intern, I was able to touch on all channels and aspect of marketing including: SEO, Paid Search and Paid Social
Responsibilities

• Content planning – delivery of quarterly content plans, so that content meets SEO as well as engagement criteria.
• Social Media – scheduling content and measuring engagement likes/follows, leads gathered and sales made.
• Pay Per Click – running paid campaigns to maximize return on investment
• Monitoring Facebook Ad Campaigns in Ad espresso
• Researching targeting for different customer avatars

INTERESTS
I have travelled extensively in five different continents, which has given me the opportunity to learn paragliding in Bolivia, Skydiving at 18,000 feet in Monterey Bay, white-water rafting on the River Nile and zip wiring at a height of over 300 metres in the Thai tropical forest.