It's about increasing revenue, not random metrics.

Some of my key achievements include managing campaigns that resulted in a 36% increase in signal resilience spend for Modivo, driving double-digit growth in ROAS (Return on Ad Spend) across several markets, and reducing the budget allocated to the Learning Phase of our algorithm by 19% while improving CPA and ROAS by up to 27%. My efforts have consistently resulted in performance above the industry average, demonstrating my commitment to efficiency and continuous improvement.

I have over 7 years of experience managing high-budget paid social media campaigns across multiple platforms, including Facebook, Instagram, TikTok, and Pinterest. My work spans both the client and agency sides, where I’ve successfully executed campaigns with monthly budgets exceeding $3 million across 22 European markets. My primary focus is on maximizing ROI and efficiency through strategic planning, continuous optimization, and innovative solutions.

Developing a strategy begins with understanding the client's business objectives and target audience. I analyze past performance data and market trends to identify key opportunities. I then set clear KPIs, such as ROI and engagement rates, and design a full-funnel strategy that encompasses awareness, consideration, and conversion stages. My approach involves continuous testing and learning, leveraging tools like Facebook Pixel, Google Analytics, and advanced attribution models to optimize performance throughout the campaign lifecycle.

When a campaign underperforms, I conduct a thorough analysis to identify the root cause. This includes reviewing targeting parameters, creative elements, bidding strategies, and audience engagement. Based on these insights, I implement A/B testing and adjust the campaign elements, such as audience segmentation or ad creatives, to enhance performance. Continuous monitoring and adjustments ensure we improve ROI and meet or exceed our KPIs.

I utilize a variety of tools and platforms to measure and optimize campaign performance, including Facebook Ads Manager, Google Analytics, Data Studio, Supermetrics, PowerBI, and BigQuery. I specialize in creating custom attribution models and managing Facebook Pixels and Google Tag Manager to track detailed user behaviors and conversions. This comprehensive approach allows me to continuously refine strategies and improve key performance indicators.

One notable success was a full-funnel campaign executed for Modivo in multiple markets. By increasing upper funnel investment to 39%—15% above the industry average—we significantly boosted reach and conversions, achieving a lower cost per acquisition (CPA) in several countries. This strategy enabled us to reach new audiences and drive growth, even in saturated markets like Poland, where we achieved a 3 million incremental user reach.

My creative strategy is rooted in understanding the unique aspects of each platform and how users interact with content. I work closely with designers and copywriters to develop compelling, platform-specific ad content that resonates with the target audience. A successful creative strategy involves constant innovation and adaptation, utilizing new formats and features such as Instagram Stories, TikTok trends, and Snapchat lenses to drive engagement and conversions.

Staying up-to-date with the latest trends and changes in social media advertising is essential. I regularly participate in industry conferences, such as those hosted by META, where I also contribute as a speaker. Additionally, I keep abreast of new tools, updates in platform algorithms, and changes in advertising policies to ensure that my strategies are always aligned with current best practices and technological advancements.