Kwashie Yawson

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.

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.

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.