Anastasiia Samsonenko

Available to hire

Digital Performance Lead with 8+ years of experience building and scaling paid acquisition systems across Google, Meta, and digital channels.

About

Digital Performance Lead with 8+ years of experience building and scaling paid acquisition systems across Google, Meta, and digital channels.

I work as a single accountable owner of performance - from setting up accounts, tracking, and campaign structure from scratch to optimizing and scaling existing programs. I focus on identifying where growth is breaking (targeting, creatives, funnel, or tracking) and fixing it end-to-end.

I’ve managed six-figure monthly budgets across eCommerce and B2B SaaS, improving CAC, ROAS, and conversion rates through structured experimentation, data-driven optimization, and strong alignment with business goals.

I partner closely with clients to turn paid media into a predictable, scalable revenue channel - not just a cost center.

  • Joined October 2025

Languages

  • EnglishFluent
  • UkrainianFluent
  • RussianFluent

Industry experience

  • Media & Entertainment
  • Software & Internet
  • Professional Services
  • Retail
  • Other
  • Computers & Electronics

More experts in Toronto, Canada

Projects · 2

Built a full paid acquisition system from scratch for a business with no prior digital advertising infrastructure.

This included setting up advertising accounts, implementing tracking (GA4, conversion events), and designing a complete campaign structure aligned with the customer journey.

I developed audience targeting frameworks, created prospecting and retargeting campaigns, and ensured proper data tracking to support optimization and future scaling.

The result was a fully functional acquisition engine with clear visibility into performance and a strong foundation for ongoing growth.

Building Paid Media Infrastructure from Scratch (Tracking, Campaigns, Funnel Setup)
  • Digital Marketer

Led full-funnel paid acquisition strategy for multiple high-spend client accounts, managing six-figure monthly budgets across Google Ads and Meta.

The main challenge was inconsistent performance across channels, inefficient budget allocation, and unclear visibility into what was actually driving conversions.

I restructured campaign architecture across prospecting and retargeting, implemented a clear funnel-based approach, and introduced structured testing across creatives, audiences, and bidding strategies.

I also improved tracking and reporting to better connect campaign performance to business outcomes, enabling more accurate decision-making and budget allocation.

As a result, we achieved improved efficiency across accounts, including stronger ROAS, reduced CPA, and more stable, scalable performance.

Scaling Paid Acquisition Across Google & Meta (Multi-Channel Strategy & Optimization)
  • Digital Marketer

Work experience· 4 roles

Digital Performance Lead · ThinkingboxJun 2025 – Apr 2026 · 11 mos

Owned full‑funnel paid media strategy and execution across Google, Meta, LinkedIn, Demand Gen, and programmatic (via Stack Adapt) for clients in Canada including Spicers, Epson, Suzanne’s, Bulldogger, and Warehouse One. Led cross‑functional workflows between internal teams, clients, and platform reps; led annual media planning, budget forecasting, QBRs, and performance road map development aligned with GTM strategies and brand objectives. Built advanced reporting infrastructure using Looker Studio, BigQuery, and Google Sheets for pacing, ROAS tracking, and conversion funnel diagnostics. Re‑structured and scaled Google Performance Max, DABA, and audience strategies to improve new customer acquisition and retention. Mentored junior media specialists and PPC support team members, fostering skill development and workload optimization. Supported affiliate partnership programs, overseeing publisher tagging, campaign reporting, and conversion testing.

PPC Specialist · Dieselmatic Digital Marketing Agency (Canada)Apr 2024 – Jun 2025 · 1 yr 3 mos

Developed and implemented marketing strategies and optimized performance campaigns on Facebook Ads, Google Ads, and TikTok. Built and automated dashboards with Google Sheets, Excel, and Google Docs to enable weekly reporting, pacing, and conversion tracking. Established budget management foundations to maximize ROI for clients through digital campaigns.

Digital Performance Lead · MGComMay 2022 – Apr 2024 · 2 yrs

Own full-funnel paid media strategy and execution across Google, Meta, LinkedIn, Demand Gen, and programmatic channels (via Stack Adapt) for clients including Spitzers, Epson, Suzanne’s, and Wareh ouse. Served as lead media agency liaison, coordinating cross-functional workflows with internal teams, clients, and platform reps. Led annual media planning, budget forecasting, QBRs, and performance roadmaps aligned with GTM strategies and brand objectives. Built advanced reporting infra using Looker Studio, BigQuery, Supermetrics, and Google Sheets for pacing, ROAS tracking, and conversion diagnostics. Restructured and scaled Google PMAX, DABA, and audience strategies to improve new customer acquisition and retention. Mentored junior media specialists and PPC support teams, and supported affiliate partnership programs with publisher tagging, reporting, and conversion testing.

Senior Digital Marketing Specialist · SberMarketingDec 2019 – Oct 2022 · 2 yrs 11 mos

Education

Bachelor of Computer Science · Plekhanov Russian University of Economics2016 – 2020

Certifications and awards

Google Analytics Certification2026
Google Ads Search Certification2026 – 2027
Google Ads Meaurment Certifications2025 – 2027

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