George

Planned, set up, and optimized paid media campaigns focused on growing first-time email subscriptions, with a strong emphasis on the US market. Supported campaign teams through marketing and promotion of brand partnerships (including National Trust, Wickes, and Aer Lingus) to drive awareness and grow the customer base. Used tools including Amplitude and Tableau to understand campaign impact. Contributed to the launch of premium paid subscriptions for multiple brands (e.g., Express, Liverpool Echo, Wales Online). Owned paid media execution across Meta and Google to acquire premium subscribers and ensured campaigns were optimized to deliver positive LTV:CAC. Managed inventory bookings across owned websites, supported affiliate partners with owned brand advertising and paid activity (notably during key sales periods like Black Friday and Prime Days), and managed arbitration activity by sharing daily updates with senior stakeholders and making data-led changes to improve performance.

Oversaw a team of three Meta account managers and a social strategist, developing and implementing paid social strategy for 30+ clients. Implemented processes and reporting improvements to enhance client communications and workflow efficiency. Used tools such as Triple Whale and Google Analytics to understand performance and spot opportunities. Onboarded new clients, set expectations, and managed relationships. Applied a test-and-learn approach with a significant focus on creative, including upselling TikTok as a performance channel and beginning client onboarding for TikTok. Balanced leadership, performance management, and continuous experimentation in line with platform updates.

Developed and implemented paid social strategy and managed a quarterly budget of £1m+, split across Meta and TikTok. Used a test-and-learn mindset and adjusted strategy by region (UK, USA, Germany, etc.). Conducted significant testing on TikTok using different hooks, tested influencer content, and optimized for reach. Provided regular reporting back to the Head of Marketing with learnings made during the month. Held frequent conversations with Meta and TikTok to stay current on platform information. Used tools such as ROI Hunter, Northbeam, and Google Analytics to maximize learnings and drive further channel development.