With over 15 years of global experience, I specialize in driving profitable growth for e-commerce and live event brands through advanced paid search strategies. At StubHub International, I lead search advertising initiatives, managing large-scale campaigns with a focus on audience segmentation, full-funnel PPC strategies, and high-impact creative development. Leveraging expertise in project management, planning, budgeting, and forecasting It’s an exciting time in PPC. The lines between channels are blurring, and success is increasingly about understanding intent, leveraging data, and guiding AI to drive performance. I’m actively upskilling to stay ahead… because let’s face it, if I don’t, the machines will, and I’d rather stay employed than obsolete! My goal is to explore new full-time opportunities while continuing to contribute to strategic growth and campaign optimization in the dynamic digital marketing landscape.…

Gracia Romero-Girón

With over 15 years of global experience, I specialize in driving profitable growth for e-commerce and live event brands through advanced paid search strategies. At StubHub International, I lead search advertising initiatives, managing large-scale campaigns with a focus on audience segmentation, full-funnel PPC strategies, and high-impact creative development. Leveraging expertise in project management, planning, budgeting, and forecasting It’s an exciting time in PPC. The lines between channels are blurring, and success is increasingly about understanding intent, leveraging data, and guiding AI to drive performance. I’m actively upskilling to stay ahead… because let’s face it, if I don’t, the machines will, and I’d rather stay employed than obsolete! My goal is to explore new full-time opportunities while continuing to contribute to strategic growth and campaign optimization in the dynamic digital marketing landscape.…

Available to hire

With over 15 years of global experience, I specialize in driving profitable growth for e-commerce and live event brands through advanced paid search strategies. At StubHub International, I lead search advertising initiatives, managing large-scale campaigns with a focus on audience segmentation, full-funnel PPC strategies, and high-impact creative development. Leveraging expertise in project management, planning, budgeting, and forecasting
It’s an exciting time in PPC. The lines between channels are blurring, and success is increasingly about understanding intent, leveraging data, and guiding AI to drive performance. I’m actively upskilling to stay ahead… because let’s face it, if I don’t, the machines will, and I’d rather stay employed than obsolete!
My goal is to explore new full-time opportunities while continuing to contribute to strategic growth and campaign optimization in the dynamic digital marketing landscape.

See more

Language

Spanish; Castilian
Fluent
English
Advanced

Work Experience

Sr Paid Search Manager at StubHub International
January 1, 2022 - Present
Lead paid search strategy and execution across international markets, managing a $12M annual paid search budget and delivering ~32% of total revenue. Own end-to-end search strategy including branded, category and event campaigns. Optimized campaigns using advanced bidding, audience segmentation, and dayparting to improve ROAS and reduce CPA. Reframed search strategy for AI era by shifting from keyword control to orchestrating creative, data, and intent signals to scale demand capture. Analyzed performance data to identify trends around event cycles and consumer search behavior; collaborated cross-functionally with product, analytics, and creative teams.
Senior SEM Manager (Agency Roles) at Mediahub / GroupM / Resolution Media / iProspect / AMS Media / Salmat Digital
January 1, 2011 - January 1, 2022
Led strategy and delivery for a portfolio of 10–15 clients (Tier 1–3) across finance, retail, fast food, cosmetics, luxury goods and entertainment. Managed end-to-end paid search operations: strategy, forecasting, campaign build, optimization, tracking integration and performance reporting. Mentored junior teams, contributed to new business, and delivered KPI-driven SEM plans using dashboards (DS3, Looker Studio, Tableau). Addressed challenging health and eCommerce accounts, taking ownership to protect junior staff and maintain campaign quality under pressure.

Education

Master’s Degree at ESIC, Madrid, Spain
January 1, 2009 - January 1, 2010
Bachelor's Degree at EBS (European Business School), Madrid, Spain
January 1, 2002 - January 1, 2007

Qualifications

Certified Digital Marketing Professional
October 1, 2024 - April 17, 2026
Google Ads Certified
January 11, 2030 - April 17, 2026
Bing Ads Certified
January 11, 2030 - April 17, 2026

Industry Experience

Media & Entertainment, Retail, Financial Services, Consumer Goods, Healthcare
    paper Built and Scaled an Automated Bidding Framework for High-Competition Concert On-Sale Campaigns

    When I joined StubHub International, the UK Concert genre was a major challenge for profitability. In 2022, the category had a blended ROAS of 3.7, and we needed to reevaluate our management—specifically during high-competition “On Sale” days—to improve profitability over a 6 to 12-month period. My task was to move from “shooting in the dark” with manual bidding to a data-driven, automated framework.
    Action
    I developed a testing roadmap centered on four specific disciplines:
    • Ad Copy Trust Testing: I hypothesized that “trust-based” messaging would drive more confident clicks. I tested headlines like “Tickets are always Guaranteed” and “100% secure payment system” against generic “selling fast” copy.
    • Bidding Pivot (Manual vs. Automated): During highly competitive On Sales, I replaced Manual CPC—which often overbid for low-conversion queries—with Target CPA and Target ROAS experiments.
    • Campaign Consolidation: I dismantled over-segmented structures (which split traffic into 12+ ad groups by keyword match type and location) and consolidated them to give Google’s AI more data to optimize marginal ROI .
    • Broad Match Expansion: I introduced Broad Match keywords paired with Smart Bidding to capture latent demand that we were missing with narrow phrase/exact match types.
    Result & Key Learnings
    The most striking result came from the Taylor Swift MX On Sale test in June 2023. By using automated bidding vs. manual:
    • ROAS (Conv. value/cost) increased by +1,334%.
    • Conversion Value grew by +1,014%, while the average CPC actually decreased by 21%.
    • Key Learning: I proved that while we don’t always need to be profitable on the exact day of an On Sale, shifting to smart bidding allows us to build sustainable profitability in the two weeks following the event.