william ihe

Led global paid media strategy for Expedia Group’s travel apps, managing a $200M+ annual ad budget. Drove 100% YoY growth in app installs while exceeding ROAS targets through strategic optimization and expansion into new channels. Developed automated bidding models and predictive analytics to improve campaign performance and operational efficiency. Collaborated with data science to measure performance comprehensively, with focus on user lifetime value, marketing attribution, and incremental lift. Partnered with product and engineering teams to build data pipelines, automate performance reporting, and create dashboards.

Led Expedia's global paid media strategy for travel apps, managing a $200M+ annual budget. Drove ~100% YoY growth in app installs while exceeding RoA targets through strategic optimization and expansion into new channels. Developed automated bidding models and predictive analytics to improve performance efficiency. Collaborated with data science to measure performance comprehensively, focusing on user lifetime value, marketing attribution, and channel incrementality. Partnered with product and engineering to automate reporting and built dashboards for leadership.

Led cross-functional work for iOS 14.5 privacy changes, investigating implications and impact on app marketing performance. Managed multiple SDK updates and server-side implementations with engineering. Worked with product teams to roll out App Tracking Transparency and improve opt-in rate. Evaluated and adopted required changes from major marketing platforms to ensure smooth campaign operations during the transition.