Mariella Barcelo

Led and oversaw full-funnel paid social strategy for AeroAmbulance in partnership with an external agency, defining campaign objectives, audience targeting, and platform approach — managing a budget of $600K+ USD. Managed the end-to-end creative process — from concept and content direction through to copy, captions, and final ad assets — ensuring everything is built to perform. Oversaw 360 marketing for AeroAmbulance across social, digital, radio, newspaper, OOH, and events. Led event marketing for Panorama Jets, managing brand presence and audience engagement across key industry events.

Developed full-funnel TikTok strategies for clients across both organic and paid, covering the full customer journey — from awareness and follower growth through to leads and conversions. Audited client creative assets and provided actionable recommendations on what makes a high-performing TikTok video, including format, hooks, pacing, and storytelling. Delivered creative presentations to client content teams, educating and guiding them on TikTok best practices for both organic and paid. Supported clients through the full paid media campaign lifecycle, from strategy and setup through execution and optimization. Consistently exceeded sales goals by up to 130% QoQ through strategic client engagement and relationship management.

Developed and executed full-funnel paid social strategies for high-growth US brands — WeTransfer, Venmo, WHOOP, Cresco Labs, and Framebridge — with a focus on driving leads, sales, and subscriptions. Part of a team managing up to USD $2MM in quarterly ad spend across Meta, TikTok, and LinkedIn, optimizing budgets in real time to hit performance goals. Defined target audiences for each client across platforms, tailoring segmentation strategies to match brand objectives and platform behavior. Ran A/B tests across audiences and creative to identify top-performing combinations, using results to continuously refine targeting and messaging. Partnered with creative agencies to brief, review, and align ad creative to campaign objectives — ensuring every asset was built to convert. Supported campaign performance end-to-end: from initial setup and audience targeting through ongoing optimization and final reporting. Delivered actionable analysis after every campaign cycle, translating data