Driving product-led growth through performance marketing

➡️ Built the performance marketing function from the ground up at Financial Cents with budgets between $10k-$25k per month in ad spending across all channels.

➡️ Added between $50k - $100k per month in revenue attributed to paid campaigns and increased paid attributed revenue by 30% MoM by optimizing our campaigns to reach our ICP

➡️ Drove trial signups, demo bookings, and closed-won revenue by building, managing, and optimizing paid search and paid social campaigns implemented across a full-funnel demand generation and demand capture ad campaign strategy

➡️ Optimized paid search campaigns to hit CTR as high as 12% and quality score no lower than 6/10, resulting in a 150% increase in trial signups and a 30% decrease in Cost per trial through campaign restructuring, ad copy optimization, bid strategy experimentation, negative keyword optimization, keyword discovery & expansion, and landing page optimization

➡️ Optimized paid social campaigns to drive product discovery and retarget high-intent prospects to start a trial, resulting in a retargeting campaign CPA as low as $30 for each trial and a prospecting CPA of $115 for each trial

➡️ Executed successful incentivized demo campaigns that drove $60k in revenue with only $2,000 ad spend by retargeting high-intent clients that fit ICP criteria with a $50 gift card offer to sit on a demo

➡️ Drove mid-funnel lead generation campaigns with lead magnets such as quizzes, checklist templates, academy courses, and email courses to drive over 6,000 lead magnet downloads at a CPA of $4

➡️ Championed creative strategy and collaborated with the marketing designer to create and optimize paid social creatives. Scaling winning creatives, setting up experiments, and documenting learnings to build an iterative creative pipeline for new and existing campaigns

➡️ Created dynamic data reporting dashboards for paid ad campaigns on Looker Studio, tailored to meet the needs and understanding of different stakeholders