Performance Marketing Management @ Beginning Boutique
Jovita Burokaitė
About the Brand
Beginning Boutique is an Australian fashion retailer known for its trend-driven clothing and event-ready styles for Gen Z women. With a strong presence in the US, AU, and NZ markets, Beginning Boutique caters to customers looking for standout outfits for special occasions like formals, festivals, birthdays, and holidays. The brand combines a fast fashion mindset with intentional merchandising strategies and influencer-led campaigns to stay relevant and competitive.
Results
Drove over $30M in conversion value from less than $10M in media investment, with strong YoY growth across all paid channels. (July-June)
Process
Each initiative at Beginning Boutique was driven by a structured test-and-learn approach, always aligned with broader marketing and product strategies. My key responsibilities spanned paid media campaign management across multiple platforms, performance analysis, creative strategy, and mentoring junior team members. I worked closely with other departments –product, creative, social, PR, and e-commerce – to ensure full-funnel alignment and scalable outcomes.
Daily Advertising Channels Optimisation
Managed daily optimisations across Meta, Google, TikTok, Snapchat, and Pinterest to maintain efficiency and scale performance across key markets (US, AU, NZ). Ensured account structure was aligned with business goals, including maintaining a CPA below $20 for always-on campaigns and launching high-volume product and promo campaigns to support weekly revenue targets.
Creative Analysis & CTR Improvements
Conducted in-depth creative reviews and reporting using Triple Whale, Meta Insights, and platform data. Focused on YoY CTR uplift and scroll-stopping ad hooks by refining messaging and visual hierarchy. Delivered briefs to the content team that directly contributed to scalable winning ad angles. Identified top creative types (e.g., carousel vs. video vs. UGC) per funnel stage and optimised placement accordingly.
Product-Centric Ad Strategy
Built a performance marketing strategy around the brand’s seasonal product structure, balancing hero and secondary product priorities. Collaborated closely with the buying and product teams to identify bestsellers, price-point drivers, and stock movement patterns, ensuring paid strategy supported top-line business performance. Introduced a modular campaign structure across Meta and Google that separated hero product pushes from evergreen collection ads.
Platform & Attribution Enablement (Triple Whale)
Enabled Triple Whale as a source of truth for marketing attribution and campaign decision-making. Migrated reporting from scattered dashboards to a unified TW view enabling better comparison of paid vs organic and channel-specific ROAS. Trained internal team members to analyse results using Triple Whale’s blended and attributed data.
Team Upskilling & Knowledge Sharing
Supported performance team growth by mentoring junior team members in paid marketing management, platform best practices, and campaign QA. Documented processes for testing, creative feedback loops, and audience building. Initiated weekly creative feedback syncs and platform health check rituals that improved collaboration across eComm, marketing, and content teams.
Key contributions
Campaign architecture and paid strategy aligned with product drops and revenue goals .
Creative testing and CTR improvements driving incremental results YoY
Triple Whale enablement and training to unify performance measurement
Upskilled and mentored internal team members through documented processes and ongoing training
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Posted Sep 28, 2026
Global paid media campaign management, performance analysis, creative strategy, and mentoring junior team members.
