Carina Judith Fernandes

Led an 8-person digital marketing team managing Taboola and Zemanta programmatic buying campaigns, optimizing performance and resolving conflicts. Developed go-to-market strategies for Black Friday, doubling ad spend. Presented in-depth campaign reports using Power-Bi with actionable insights to senior stakeholders. Conducted quarterly performance reviews analyzing KPIs to guide year-end evaluations and appraisals.

Automated routine tasks with Excel macros to reduce output time by 50%. Improved conversion rates by 15% through structured A/B testing of landing pages. Analyzed competitors using SimilarWeb and Google Analytics to guide strategic decisions. Trained over 10 associates with curated training modules.

Owned performance outcomes for a portfolio of multi-vertical advertiser accounts across Google Ads, Taboola and Zemanta; drove incremental budget growth, achieving $50K daily revenue targets at 20-30% margins and contributing to 10% QoQ growth in 2023. Managed daily Google Ads budgets of $15K-20K, using Target CPA bidding, device bid modifiers and shared negative keyword lists to optimize high-yield query segments. Led campaign optimization and served as primary point of contact; delivered weekly performance reports and partnered with analytics to validate conversion tracking via GTM and landing pages. Maintained billing accuracy and helped develop an in-house campaign optimization matrix.