Conor McCarthy

Performance lead across major fundraising appeals including Christmas Appeal, Build it. Beat it. (Children’s Cancer Centre Appeal) and RBC Race for the Kids. Responsible for driving income growth across one-off donations, regular giving, virtual events, in-memory and free will guide acquisition. Led paid media performance across Google Ads (Paid Search, PMAX, Grant), Microsoft Ads and Paid Social on in-house campaigns and in collaboration with agency partners. Regularly review and challenge account structure, bidding strategies (tROAS / value-based bidding), asset groups and PMAX performance to maximise ROI. Support wider brand and fundraising campaigns with paid search and PMAX activation plans.

Senior Digital Marketing Manager; performance lead for key fundraising appeals (Christmas Appeal, Build it. Beat it.; Children’s Cancer Centre appeal; RBC Race for the Kids). Drove improvements across donation types (one-off, regular givers, sign-ups, free will guides, in-memory donations & community events). Achievements include 22% YoY income increase for Christmas Appeal 2023 with a 5% spend increase; 28% YoY sign-ups for Race For The Kids 2024; 6% YoY increase in Challenge Event sign-ups in 2025 despite a 20% spend drop; led the The Great Family Walk virtual NPD concept; managed a 5-person Digital Engagement team; provided strategic digital guidance across fundraising products, media agencies, and product development; centralised dashboard reporting; led digital upskilling and an AI-based onboarding program for paid digital marketing.

Managed £6m annual Paid Search & YouTube budget across 5 markets for Enterprise Rent-A-Car. Oversaw paid social campaigns across Meta, Instagram, Twitter and TikTok for InterSnacks. Led rollout of SA360 & automated bidding strategies including portfolio tROAS across paid search activity. Accountable for activation, optimisation, testing roadmap and reporting across enterprise accounts. Built strategic PPC roadmaps focused on efficiency, growth and account hygiene.