Full-Funnel Performance Marketing Growth System

The company operated in a high-intent but trust-sensitive market. Users usually search for a vehicle history report when they are close to buying a used car. Purchase intent is strong, but the decision depends on trust, urgency, clarity, and a smooth buying journey.

Before the performance system matured, the business faced several growth challenges:

Fragmented acquisition structure that needed to become more scalable

Underdeveloped retargeting leaving high-intent users unrecovered

A long purchase journey with too many steps creating friction

Multi-market complexity across Italy, Spain, and Poland

Budget efficiency pressure requiring growth while protecting ROAS

Cross-functional dependency on product, UX, tracking, analytics, and pricing

The goal was to build a full-funnel acquisition system that could scale revenue, recover high-intent users, improve conversion rate, and support market expansion.

The core idea: performance marketing should not work as isolated campaigns. It should operate as a full growth system.

That meant connecting paid acquisition, retargeting, landing page experience, purchase-flow optimization, analytics, and budget forecasting into one growth engine.

Scaled acquisition across high-intent and expansion channels including Google Search (brand and non-brand), Microsoft Ads, Performance Max, Demand Gen, YouTube, Meta Ads, TikTok Ads, and LinkedIn Ads.

The focus was finding the right balance between intent, cost, conversion quality, and market growth.

Retargeting was rebuilt from a fragmented setup into a segmented recovery engine. The system focused on different audience behaviors:

Users who showed purchase intent

Users who abandoned during the buying journey

Users who interacted with search campaigns

Users exposed through display, video, and Demand Gen

Users who needed additional trust-building before purchase

The original buying flow had too many steps. The funnel was simplified from 6 steps to 3-4 steps, helping users move faster from intent to purchase.

Purchase-flow simplification

Drop-off analysis

Landing page improvement

Offer and messaging testing

UX collaboration with product teams

Performance feedback loops guiding decisions

The performance system scaled multiple European markets:

Italy: Scaled by over 4,000% from an early-stage market

Spain: Scaled by nearly 1,000% while improving efficiency

Poland: Scaled by over 7,000% from near-zero revenue

Each market required different campaign structures, budget levels, localized tracking, and optimization approaches.

Performance marketing data supported decisions across product, UX, analytics, finance, and leadership teams. This included funnel and user-behavior insights for product roadmap, friction-point identification for UX, budget forecasting for finance, market and conversion data for pricing, and translating performance data into business impact for leadership.

My role covered strategy, execution, analysis, and stakeholder alignment.

Growth strategy: Built the performance marketing roadmap across multiple markets

Paid media management: Managed Google Ads, Bing, Meta, TikTok, LinkedIn, YouTube, PMax, and Demand Gen

Retargeting strategy: Rebuilt fragmented retargeting into a segmented recovery system

CRO: Helped reduce the purchase journey from 6 steps to 3-4

Market expansion: Scaled Italy, Spain, and Poland from early-stage revenue levels

Forecasting: Created budget and performance scenarios for decision-making

Analytics: Used GA4, GTM, Tableau, and reporting tools to evaluate performance

Stakeholder management: Worked with product, UX, analytics, finance, and leadership teams

Creative testing: Supported AI-driven creative testing frameworks across markets

I helped rebuild performance marketing into the primary growth engine for a European vehicle history report provider. Instead of treating Google Ads, Meta Ads, CRO, and reporting as separate tasks, I connected them into one full-funnel acquisition system.

This project demonstrates the ability to manage paid media at scale, improve customer journeys, work with senior stakeholders, and turn performance marketing into a measurable business growth engine.