The performance layer that turns ad spend into defensible revenue.

Lead all paid acquisition, automation, and lifecycle marketing for a fast-scaling health insurance brokerage spending six figures per month across Google & Meta. Own the full funnel from ad click to qualified-lead handoff to the sales team.

• Own the full paid acquisition funnel across Google Ads and Meta — from keyword architecture and audience segmentation to creative testing and bid strategy — managing six figures monthly while holding cost-per-qualified-lead flat as volume grew 35%+
• Built the GoHighLevel + Zapier + Claude AI nurture stack that auto-qualifies leads by age, income, state eligibility, and coverage intent before they ever reach an agent — cutting manual follow-up time by 60% and eliminating unworkable leads from the pipeline entirely
• Engineered server-side Conversions API (CAPI) across Meta and Google to recover post-iOS 14 attribution loss, restoring signal accuracy and realigning bid algorithms to real downstream intent rather than top-of-funnel clicks
• Built the in-house React agent quoting portal that replaced a 20-minute manual PDF process — agents now return the best-fit plan across 200+ combinations in under 30 seconds, improving both speed-to-quote and close rate
• Designed the Looker Studio executive reporting layer the leadership team uses to forecast pipeline, track qualified-lead cost by channel, and make budget allocation decisions in real time
• Ran controlled channel experiments including the BlueBubble vs. GreenBubble SMS test (3,000 leads/month) that identified a 7-point appointment rate lift by switching from standard SMS to iMessage delivery
• Led cross-functional team of strategists, designers, and developers across paid media, CRM automation, and lifecycle — translating business goals into technical execution with no handoff lag

Direct paid media strategy and execution across a portfolio of agency clients spanning real estate, home services, and DTC e-commerce. Bring senior-level paid media leadership to small and mid-market accounts that need it.

• Lead paid media strategy and execution across a portfolio of agency clients spanning real estate, home services, health, and DTC e-commerce — bringing senior-level paid acquisition thinking to accounts that need it without the full agency overhead
• Run 90-day rebuild engagements for new clients — diagnostic audit of existing account structure, full rebuild, attribution setup (GA4 + CAPI + call tracking), creative refresh, and Looker Studio reporting layer — consistently scaling ROAS to 4×+ within the engagement window
• Built and own the agency's standardized optimization playbook: bid strategy audit → SKAG-to-broad migration → search term negative scrubbing → creative refresh cadence → Performance Max asset testing — now used across all client accounts
• Rebuilt Meta Pixel architecture for regulated financial services clients — isolated Domain Dataset IDs, corrected category classifications, deployed CAPI to replace browser-side tracking on CRM systems, and resolved data source review rejections before blackout deadlines
• Manage cross-channel campaigns across Google Ads, Meta, TikTok, and LinkedIn — testing budget allocation across channels in real time based on efficiency data rather than gut spend splits
• Produce AI-assisted weekly client reporting via Looker Studio — automated insight summaries reduce reporting preparation time by 50% while giving clients more actionable narrative around their numbers

Owned paid acquisition for a national bone marrow registry's young-adult donor recruitment campaigns. Targeted broad awareness across Florida college campuses and young-adult demographics to drive donor signup form completions.

• Designed and ran broad-awareness paid campaigns across Meta and Google focused on Florida college campuses and young-adult populations (18–35)
• Built audience targeting around college proximity, age demographics, and lookalike modeling from existing donor lists
• Managed creative and copy aligned to the nonprofit's mission and compliant with health communication guidelines
• Optimized cost per registered donor through landing page A/B testing and form simplification

Led marketing for the corporate HQ of a 110+ location beauty franchise, coordinating paid media, local SEO, and brand consistency across franchisees nationwide. Bridged centralized strategy with hyperlocal execution.

• Consolidated 110+ franchise Yelp listings into a single managed network, recovering inconsistent ratings, photos, and contact info across the brand
• Built the franchisee paid media playbook — templated Meta and Google Ads campaigns franchisees could deploy in their local markets
• Ran centralized brand campaigns while empowering franchisees with co-op ad budgets and local creative
• Managed local SEO and reputation across the franchise network including Google Business Profile optimization at scale

Senior paid search lead managing 12+ Google Ads and Microsoft Advertising accounts across e-commerce, legal, and home services verticals. Owned account performance and reporting cadence for the agency portfolio.

• Managed 12+ active SEM accounts across Google Ads and Microsoft Advertising, each with distinct KPIs (ROAS, CPL, CPA, booked appointments)
• Designed the agency's 90-day optimization framework that scaled portfolio ROAS to 4×+ on average within 90 days of rollout
• Built Looker Studio dashboards templated per vertical with AI-assisted weekly insight summaries — cutting reporting time 50%
• Mentored junior strategists on bid strategy audits, structure migration, and creative testing methodology

Led integrated marketing strategy for international B2B and B2C clients across the APAC region. Built the foundation of the multilingual, multi-market campaign expertise that defines my work today.

• Built omnichannel strategies for international B2B and B2C clients across APAC markets — paid media, SEO, content, and lifecycle
• Established agency partnerships in Singapore and South Korea, including multi-million-dollar manufacturing clients
• Coordinated cross-functional teams aligned to client product launches and brand objectives across cultures and time zones
• Ran multilingual campaigns across English, Mandarin, and Cantonese markets — learning firsthand how localization, not just translation, drives performance