I work across different niches primarily in Lead Generation but also E-Commerce and call-driven businesses, so strategy always had to adapt depending on the business model.
I built media plans based on actual business goals. For eCommerce, that meant focusing on revenue, AOV, and ROAS. For lead gen, it was about CPL and lead quality. Budget allocation, channel mix, and scaling decisions were always tied to those outcomes, not just spend.
Before launching or optimizing anything, I looked at the competitive landscape, how others were positioning, where they were aggressive, and where there was room to outperform.
From there, I went into keyword and audience analysis focusing on intent and conversion potential, not just traffic.
On the execution side, I stayed close to the accounts. I monitored performance daily catching issues like low delivery, disapprovals, or inefficiencies early. Budget pacing was a constant focus, especially for eCommerce where timing (promos, seasonality) directly impacts revenue.
I handled campaign builds end-to-end from setup and tracking implementation to QA and launch. Then continuous optimization adjusting bids, audiences, creatives, and structure based on performance trends.
I also supported ongoing requests budget changes, campaign activations/pauses, keyword updates making sure everything stayed aligned with current priorities.
For reporting, I used Looker Studio and Optmyzr to break down performance into clear insights. Not just what happened but why it happened, and what to do next.
Overall, the role pushed me to think beyond execution how to make campaigns more efficient, scalable, and aligned with real business results across different industries.
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