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Hi there! I’m Maria Tolmacheva, a Performance Marketing Manager with 10+ years of experience driving paid acquisition and lead generation across EU markets. I own end-to-end performance strategy across Google Ads, Microsoft Ads and funnel optimization, with a strong focus on CAC, LTV and scalable growth. I’ve managed paid acquisition budgets up to ~€70K/month, delivering CAC reductions of 30–40% while maintaining lead volume and improving conversion rates. I have a solid background in GA4, CRO and attribution, and I excel at improving traffic quality, optimizing funnels, and supporting the sales pipeline in B2B SaaS environments.…Hi there! I’m Maria Tolmacheva, a Performance Marketing Manager with 10+ years of experience driving paid acquisition and lead generation across EU markets. I own end-to-end performance strategy across Google Ads, Microsoft Ads and funnel optimization, with a strong focus on CAC, LTV and scalable growth. I’ve managed paid acquisition budgets up to ~€70K/month, delivering CAC reductions of 30–40% while maintaining lead volume and improving conversion rates. I have a solid background in GA4, CRO and attribution, and I excel at improving traffic quality, optimizing funnels, and supporting the sales pipeline in B2B SaaS environments.

Maria Tolmacheva

SEO Expert, Digital Marketer, Marketing Strategist, +3

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Hi there! I’m Maria Tolmacheva, a Performance Marketing Manager with 10+ years of experience driving paid acquisition and lead generation across EU markets. I own end-to-end performance strategy across Google Ads, Microsoft Ads and funnel optimization, with a strong focus on CAC, LTV and scalable growth. I’ve managed paid acquisition budgets up to ~€70K/month, delivering CAC reductions of 30–40% while maintaining lead volume and improving conversion rates. I have a solid background in GA4, CRO and attribution, and I excel at improving traffic quality, optimizing funnels, and supporting the sales pipeline in B2B SaaS environments.…Hi there! I’m Maria Tolmacheva, a Performance Marketing Manager with 10+ years of experience driving paid acquisition and lead generation across EU markets. I own end-to-end performance strategy across Google Ads, Microsoft Ads and funnel optimization, with a strong focus on CAC, LTV and scalable growth. I’ve managed paid acquisition budgets up to ~€70K/month, delivering CAC reductions of 30–40% while maintaining lead volume and improving conversion rates. I have a solid background in GA4, CRO and attribution, and I excel at improving traffic quality, optimizing funnels, and supporting the sales pipeline in B2B SaaS environments.

Available to hire

Hi there! I’m Maria Tolmacheva, a Performance Marketing Manager with 10+ years of experience driving paid acquisition and lead generation across EU markets. I own end-to-end performance strategy across Google Ads, Microsoft Ads and funnel optimization, with a strong focus on CAC, LTV and scalable growth.

I’ve managed paid acquisition budgets up to ~€70K/month, delivering CAC reductions of 30–40% while maintaining lead volume and improving conversion rates. I have a solid background in GA4, CRO and attribution, and I excel at improving traffic quality, optimizing funnels, and supporting the sales pipeline in B2B SaaS environments.

Skills

Experience Level

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Intermediate

Intermediate

Intermediate

Intermediate

Intermediate

Intermediate

Intermediate

Intermediate

Language

Spanish; Castilian

Advanced

English

Fluent

German

Fluent

French

Advanced

Russian

Fluent

Work Experience

Digital Marketing Manager / Google Ads Manager at CHECKLINE S.L.

October 31, 2025 - October 31, 2025

Implemented and optimized Google Ads and Microsoft Ads campaigns in multiple European markets (France, Germany, Netherlands, United Kingdom and Spain), focusing on B2B lead generation and sales growth. Conducted comprehensive campaign audits with advanced keyword research, audience segmentation and competitor analysis. Managed multilingual campaigns, optimized bids, budgets and creatives to maximize performance. Collaborated with sales to align advertising with business goals. Developed A/B testing strategies and GA4 tracking, improving CTR, reducing CPC and increasing budget efficiency. Achieved sustained growth in qualified traffic and conversions and strengthened brand presence in the industrial measurement instruments sector.

Digital Marketing Manager at Hotel HORSEKA

December 31, 2024 - December 31, 2024

SEO optimization and promotion of hotel websites, market and competitor analysis, audience segmentation and research. Rapid UX prototyping, hypothesis testing and validation. Mobile app launch, UX analysis and ASO. Website redesign, content management and email list management. Team and contractor task assignment and control. Website audits, link building, web analytics, and comprehensive digital strategy development. CJM and JTBD, landing pages on Tilda, blogger collaborations and PR. Operational website work and event promotion.

Marketing Consultant / SEO at ENERGITECHSTROY

December 31, 2022 - December 31, 2022

Development and execution of the online marketing and SEO strategy, reputation building, and site conversion optimization through the funnel. A/B testing, web analytics and online advertising (campaigns setup, maintenance, reporting). Management of contractors and team, site redesign with technical task configuration. Site audits, competitor analysis, UX analysis, requirement gathering and prioritization.

Responsable de marketing en Internet at STOIK

December 31, 2017 - December 31, 2017

Promotion of STOIK software (video and image processing) in the US and Europe: SEO, SMM, PR, Google Ads. Created the 'Features' section with screenshots and documentation. Launched an online version of the software with limited functionality.

SEO Manager at AZIMUT Hotels

December 31, 2016 - December 31, 2016

SEO optimization and promotion of hotel websites in Russian, English and German. Google Ads. Promoted sites to Top 10 on Yandex and Google; launched comprehensive internet marketing strategy.

Digital Marketing Manager / Google Ads Manager at CHECKLINE S.L.

October 1, 2025 - October 1, 2025

Implementé y optimicé campañas de Google Ads y Microsoft Ads en varios mercados europeos (Francia, Alemania, Países Bajos, Reino Unido y España), enfocadas en generación de leads B2B y crecimiento de ventas. Realicé auditorías completas de campañas, con investigación avanzada de palabras clave, segmentación de audiencias y análisis de la competencia. Gestioné campañas multilingües adaptadas a cada mercado, optimizando pujas, presupuestos y creatividades técnicas para maximizar el rendimiento. Colaboré con los equipos de ventas para alinear las estrategias publicitarias con los objetivos comerciales. Desarrollé estrategias de A/B testing y seguimiento GA4, mejorando el CTR, reduciendo el CPC y aumentando la eficiencia del presupuesto. Logré crecimientos sostenidos en tráfico cualificado y conversión, consolidando la presencia de la marca en el sector de instrumentos de medición industrial.

Asesoramiento en construcción / Responsable de marketing en Internet / SEO at ENERGITECHSTROY

December 31, 2022 - December 31, 2022

Desarrollo y cumplimiento de la estrategia de marketing y SEO. Formación de la reputación de la empresa. Optimización SEO y promoción de sitios web. Aumentar las conversiones a través del embudo. Pruebas A/B. Analítica web. Publicidad online: lanzamiento, configuración, mantenimiento e informes. Análisis de métricas. Gestión de contratistas y equipo. Rediseño del sitio web, configuración de tareas técnicas. Realización de auditorías del sitio. Análisis de la competencia. Recopilación y análisis de los requisitos del sitio. Análisis UX.

Responsable de marketing en Internet / Promoción de STOIK at STOIK

December 31, 2017 - December 31, 2017

Promoción del software STOIK (procesamiento de vídeo e imágenes) en EE.UU. y Europa: SEO, SMM, PR, Google Ads.

Independent Performance Marketing Projects

November 1, 2025 - Present

Applied performance marketing and optimisation strategies across independent projects. Conducted funnel analysis and identified growth opportunities. Strengthened expertise in GA4, CRO and attribution modelling. Performed market and competitor analysis across EU markets.

SEM Specialist at CHECKLINES S.L.

April 1, 2025 - October 1, 2025

Managed multi-market paid acquisition (Google Ads & Microsoft Ads) across 5 EU markets (ES, NL, FR, UK, DE). Reduced wasted ad spend by up to 50% via traffic quality optimization, keyword restructuring and click fraud analysis. Improved CTR and reduced CPC via segmentation, testing and continuous optimization. Reduced CAC by 30–40% while maintaining lead volume. Built and scaled B2B lead generation campaign structures aligned with business goals. Owned funnel analysis (GA4), identifying drop-offs and improving conversion performance. Delivered performance insights and data-driven recommendations to management.

Digital Marketing Specialist at HOREKA Hotels

March 1, 2023 - September 1, 2024

Owned paid search campaigns and optimized acquisition funnels. Managed marketing campaigns budgets of €70K/month. Reduced CAC up to 40% through targeting and campaign restructuring. Increased conversion rate by 12–18% via landing page optimization. Coordinated external agencies and monitored performance KPIs. Conducted website launch and digital acquisition strategy.

Performance Marketing Specialist / Consultant at ENERGI-TECHSTROY

May 1, 2019 - December 31, 2024

Owned paid acquisition and lead generation strategy for B2B campaigns. Managed and optimized Google Ads campaigns, reducing CAC from €13 to €9 while maintaining lead volume. Improved traffic quality and conversion funnel through segmentation, query optimization and landing page improvements. Led funnel optimization and conversion performance, identifying key drop-offs and increasing efficiency. Supported website redesign with a focus on conversion and user journey improvement. After relocation to Spain (2022–2024), continued collaboration on a project basis, delivering performance insights and ongoing improvements in traffic quality and conversion.

SEO /SEM Manager (Contract) at STOIK Software

January 1, 2016 - December 31, 2017

Managed PPC and SEO campaigns for US & EU markets. Supported acquisition campaigns and website optimization. Contributed to A/B testing and performance improvements.

SEO Manager at AZIMUT Hotels

January 1, 2013 - December 31, 2016

Achieved TOP-10 rankings for key queries (Google & Yandex). Increased organic traffic to 140,000+ monthly users. Improved booking conversion rates up to 14%.