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I am a senior digital marketing specialist with 9 years of experience, delivering cross-channel performance marketing, full-funnel media planning, digital measurement and attribution, KPI forecasting, and paid social excellence. I have led multi-million-pound budgets, collaborated with internal and external stakeholders, and driven measurable performance across Meta, Google, YouTube, Programmatic, TikTok and Snapchat. My experience spans iconic brands and global portfolios, and I thrive on turning data into strategic investment decisions that grow brands and performance.…I am a senior digital marketing specialist with 9 years of experience, delivering cross-channel performance marketing, full-funnel media planning, digital measurement and attribution, KPI forecasting, and paid social excellence. I have led multi-million-pound budgets, collaborated with internal and external stakeholders, and driven measurable performance across Meta, Google, YouTube, Programmatic, TikTok and Snapchat. My experience spans iconic brands and global portfolios, and I thrive on turning data into strategic investment decisions that grow brands and performance.

Kwashie Yawson

Digital Marketer, Marketing Strategist, Performance Marketer, +3

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I am a senior digital marketing specialist with 9 years of experience, delivering cross-channel performance marketing, full-funnel media planning, digital measurement and attribution, KPI forecasting, and paid social excellence. I have led multi-million-pound budgets, collaborated with internal and external stakeholders, and driven measurable performance across Meta, Google, YouTube, Programmatic, TikTok and Snapchat. My experience spans iconic brands and global portfolios, and I thrive on turning data into strategic investment decisions that grow brands and performance.…I am a senior digital marketing specialist with 9 years of experience, delivering cross-channel performance marketing, full-funnel media planning, digital measurement and attribution, KPI forecasting, and paid social excellence. I have led multi-million-pound budgets, collaborated with internal and external stakeholders, and driven measurable performance across Meta, Google, YouTube, Programmatic, TikTok and Snapchat. My experience spans iconic brands and global portfolios, and I thrive on turning data into strategic investment decisions that grow brands and performance.

Available to hire

I am a senior digital marketing specialist with 9 years of experience, delivering cross-channel performance marketing, full-funnel media planning, digital measurement and attribution, KPI forecasting, and paid social excellence.
I have led multi-million-pound budgets, collaborated with internal and external stakeholders, and driven measurable performance across Meta, Google, YouTube, Programmatic, TikTok and Snapchat. My experience spans iconic brands and global portfolios, and I thrive on turning data into strategic investment decisions that grow brands and performance.

Skills

Experience Level

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Intermediate

Intermediate

Intermediate

Language

English

Fluent

Work Experience

Business Director & Performance Lead at Zenith Media (Publicis Groupe)

January 1, 2017 - December 1, 2025

Led multi-million-pound cross-channel performance strategies across major UK and global accounts, defining investment strategy and driving business growth. Directed end-to-end performance across paid social, search, and programmatic, ensuring alignment with marketing and commercial objectives. Served as a senior strategic partner to central marketing teams, overseeing campaign orchestration, creative frameworks, attribution & incrementality, performance forecasting and annual planning. Coordinated cross-functional collaboration with marketing, SEO, analytics and insights teams to improve efficiency and scalability. Delivered senior presentations at QBRs and industry events, influencing strategic direction. Managed and developed specialist teams; led digital transformation audits assessing capabilities across digital channels, martech, team structure, and AI adoption.

Paid Social Account Director at Zenith Media (Publicis Groupe)

April 1, 2021 - March 1, 2023

Oversaw global performance strategy across 50+ markets, managing paid social investment to drive always-on sales and new customer acquisition. Partnered with central media teams to define strategic direction while adapting global frameworks for regional nuances and local business priorities. Led cross-market campaign planning, full-funnel strategy, test-and-learn frameworks, and incrementality testing across 50+ brand and conversion lift studies. Collaborated with data science and analytics on forecasting, modelling and performance planning to improve decision-making and efficiency. Served as a senior escalation point for platform strategy and client planning, building strong relationships with Meta, Google, TikTok and Snap. Supported team growth through hiring and development of junior members.

Paid Social Account Manager at Zenith Media (Publicis Groupe)

April 1, 2019 - April 1, 2021

Managed global paid social strategy for multiple business units, co-planning and executing campaigns across 40+ markets including the US, Canada and LATAM. Navigated cookie-consent and iOS 14.5 updates, adapting targeting, measurement and optimization strategies to maintain performance. Delivered regular performance reporting and insights, translating data into clear recommendations for senior stakeholders. Led client communication and campaign governance, including QBRs, annual reviews, and alignment with global marketing calendars. Collaborated with platform partners including Meta, TikTok, Snapchat and Twitter to implement best practices and product rollouts. Managed and developed junior team members while overseeing campaign quality and account delivery.

Senior Paid Social Executive at Zenith Media (Publicis Groupe)

March 1, 2018 - April 1, 2019

Supported paid social strategy, planning and execution across multiple client accounts, with growing ownership of campaign planning and performance delivery. Developed media plans, audience strategies and budget allocations aligned to objectives and targets. Led campaign setup, QA, optimization, and reporting across Meta, Twitter/X, and other paid social channels. Produced performance reports and insights, and led weekly calls translating data into recommendations to improve campaign performance.

Paid Social Executive at Zenith Media (Publicis Groupe)

January 1, 2017 - March 1, 2018

Executed paid social campaigns end-to-end, including setup, trafficking, optimization and reporting across multiple client accounts. Applied platform best practices across targeting, bidding, creative and audience segmentation to support performance. Monitored and optimized campaigns daily, analyzing performance data and supporting reporting for ongoing campaign improvement. Worked closely with internal teams to ensure accurate campaign delivery, QA processes and adherence to timelines.