Performance Marketing

• Lead Ding’s global paid search strategy across Google, Microsoft, and Apple Search, with a focus on new user growth and LTV-positive ROI.
• Develop and execute a scalable acquisition roadmap, balancing growth targets with efficiency and unit economics.
• Build a structured test-and-learn framework across keywords, audiences, creative, and landing page optimization.
• Act as the internal authority on paid search—coaching team members and sharing insights across marketing and growth functions.
• Collaborate with Product, Data, and CRM teams to connect acquisition efforts with retention and reactivation initiatives.
• Own end-to-end setup, optimization, and performance of Search, Performance Max, and App campaigns focused on first-time purchasers.
• Implement and maintain robust tracking and attribution frameworks via Google Tag Manager, GA4, and AppsFlyer.
• Manage advanced audience strategies such as RLSA, Customer Match, and segmented remarketing to balance prospecting and re-engagement.
• Analyze and optimize against key metrics including CAC, CLV, ROAS, CTR, CVR.
• Use automation, scripts, and smart bidding to drive efficiency and sustainable scale.
• Build performance dashboards in Looker, tracking acquisition costs and long-term value.
• Maintain accurate pacing and forecasting to align with budget and ROI goals.
• Deliver actionable insights to senior stakeholders, clearly connecting paid search performance to business outcomes.
• Partner with Data, Web, and App teams to evolve tracking, attribution, and measurement frameworks that prioritise customer lifetime value.
• Drive ongoing improvements in tagging, audience sharing, and first-party data utilisation.
• Work closely with CRM, Creative, and Product teams to ensure acquisition and retention strategies are aligned for maximum CLV impact.

Paid Search Manager

Campaign Manager, Drinks Ireland