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.…

Anastasiia Samsonenko

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.…

Available to hire

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.

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Language

English
Fluent
Ukrainian
Fluent
Russian
Fluent

Work Experience

Digital Performance Lead at MGCom
May 1, 2022 - April 1, 2024
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 at SberMarketing
December 1, 2019 - October 1, 2022
Managed full-funnel acquisition campaigns across search, social, and programmatic platforms for e-commerce, retail, and delivery brands, achieving CAC reduction of 15% through data-driven optimizations and experimentation. Improved AOV and customer retention via audience segmentation, dynamic remarketing, and creative testing. Acted as lead strategist and agency contact for key clients, owning media planning, quarterly business reviews, and performance insights. Partnered with analytics and affiliate teams to evaluate publisher performance, negotiate contracts, and refine budget allocation across paid channels. Researched keywords, developed ad copy, and presented actionable insights to cross-functional teams to inform media planning and growth initiatives.
PPC Specialist at Dieselmatic Digital Marketing Agency (Canada)
April 1, 2024 - June 23, 2025
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 at Thinkingbox
June 18, 2025 - April 9, 2026
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.

Education

Bachelor of Computer Science at Plekhanov Russian University of Economics
September 1, 2016 - August 1, 2020

Qualifications

Google Analytics Certification
April 25, 2026 - April 25, 2026
Google Ads Search Certification
March 1, 2026 - April 1, 2027
Google Ads Meaurment Certifications
October 1, 2025 - October 1, 2027

Industry Experience

Media & Entertainment, Software & Internet, Professional Services, Retail, Other, Computers & Electronics
    Building Paid Media Infrastructure from Scratch (Tracking, Campaigns, Funnel Setup)

    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.

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

    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.