Meng Lin

Senior Paid Search Marketer at GrubHub

Led high-budget paid search campaigns across Google, Bing, and Apple Search Ads with monthly spend of $2M–$3M. Performed day-to-day optimizations, including keyword expansion, ad copy testing, bid updates, and landing-page testing. Improved campaign efficiency by 5%–10% measured by CPA, ensured adherence to best practices, identified opportunities, and executed paid-search tests. Collaborated with leadership to translate strategy into tactical solutions, analyzed reports for trends, and provided actionable recommendations. Maintained beta participation with Google teams and fostered cross-functional collaboration to drive ROI.

PPC Analyst at Xometry

Led 20+ new account launches from keyword planning to ad copy/creative execution. Managed 35+ accounts with ongoing paid keyword discovery, expansion, exclusion, and optimization across devices, ad schedules, locations, and audiences. Improved average conversion rate by 150% and reduced average CPA by 51% through day-to-day management of budgets and bids, creative optimization, and landing-page testing. Created and maintained dashboards, partnered with Google Account Team to monitor account health, and conducted tests to inform optimizations.

Media Buyer at A Partnership

Determin ed media strategy and channel selection aligned with client goals and budget; coordinated with account teams, partner agencies, and creative teams. Trafficked campaigns in Campaign Manager, including creation/testing of Floodlight tags; worked with vendors to troubleshoot delivery/performance issues (e.g., YouTube ad tracking). Analyzed campaign data to provide audience insights and optimization recommendations for digital reports; collaborated with internal teams to develop compelling presentations; managed client media billing approvals and invoice reconciliations.

Paid Media Manager (Freelancer) at Self-Employed / Freelancer

Oversee paid media strategy and execution across accounts, driving campaign testing and optimization. Develop and maintain reports, monitor performance, and implement data-driven improvements to maximize ROI for clients.

Senior Paid Media Marketer at Grubhub

Lead over 20 new account launches from keyword planning and ad copy/creative planning to execution. Manage over 35 accounts with ongoing keyword discovery, expansion, exclusion, and optimizations (device, schedule, location, audience). Improve conversion rate and cost per conversion through day-to-day management, budgeting, bidding, and experiments. Partner with Google and Meta teams to monitor account health; create and maintain Looker Studio reports; run tests and analyze data to identify trends and optimization opportunities for maximum ROI. Foster relationships with Google and Meta teams for beta programs relevant to the business.

Paid Media Analyst at Xometry

Manage 20+ accounts by performing optimizations including keywords, ad copy, and bidding strategies; estimate and manage monthly spend; reconcile discrepancies. Collaborate with creative and account teams to develop and optimize ads and landing pages based on performance data. Lead efforts to refactor paid media processes and provide training; analyze data to uncover trends and actionable insights.