Carla Mengual Oltra

Owned acquisition end to end for a wellness app and connected hardware subscription business: channel strategy, creative, channel mix, budgets, and measurement. Built and ran a high-velocity creative testing engine, translating performance data into briefs, hooks, offers, and new concepts. Responsible for attribution and incrementality, including Adjust MMP, SKAdNetwork post-ATT and RevenueCat subscription events, plus geo holdout testing to understand true incremental impact. Led go-to-market for the connected hardware product (Nova), including creative production, creator partnerships, web and paid launch; scaled web and paid across multiple channels and markets and built/led the growth team.

Led paid acquisition and lead generation for premium luxury DTC ecommerce across the UK and US. Owned paid media strategy and execution across key acquisition channels, ensuring performance management across markets. Acted with a creative-first mindset to develop offers and testing strategies that improved efficiency while scaling investment.

Consulted and led global paid channel strategy and analytics for a multi-brand, global portfolio. Owned and guided paid search and paid social standards and measurement practices, managed substantial monthly budgets, and worked closely with senior stakeholders to explain performance movement and next actions. Managed sensitive health-category constraints while protecting conversion performance, and built experimentation and measurement infrastructure from scratch.