Linh Ha

Owned end-to-end paid acquisition strategy and execution across Meta, Google, TikTok, and X/Twitter, scaling spend against strict CAC/ROAS targets in a regulated fintech environment. Drove 25–40% ROAS improvement in 6 months while increasing spend. Led hypothesis-driven creative and audience testing programs, improving conversion rates 20–35% QoQ and reducing CPA 15–25%. Designed full-funnel segmentation and retargeting (RLSA, custom intent, lookalikes) to lift top-of-funnel conversion 20%+ in 90 days. Maintained tracking and attribution infrastructure (Meta Pixel, Conversions API, GTM/UTM) and built Looker Studio dashboards for cross-channel budget decisions. Improved blended CAC 22% QoQ via reallocations to high-intent segments; enhanced LTV and unit economics through CRM/lifecycle collaboration.

Designed and optimized full-funnel demand generation campaigns across paid search, paid social, and display (Google, LinkedIn, Meta, Microsoft Ads), focusing on pipeline efficiency (CPL/CPA) to support ARR growth. Increased paid lead volume 300% while reducing CPL 29%. Improved lead-to-MQL conversion to 25%+ through full-funnel targeting and landing page optimization. Built multi-stage acquisition funnels (TOF–BOF) aligned to revenue goals, collaborating with Sales and Marketing Ops on lead scoring, routing, and attribution modeling (DreamData). Improved LTV:CAC from ~2.8x to 4.2x through intent-driven, CRM-informed targeting and partnership with Sales on MQL-to-opportunity conversion. Ran continuous A/B testing for creative, landing pages, and audience segmentation and supported keyword research (Ahrefs, SEMrush) for broader search strategy.

Managed $25K–$300K/month budgets across Meta, Google, and TikTok to deliver 3x–5x ROAS focused on profitability and scale. Ran Google Shopping and Performance Max supported by Google Merchant Center feeds, handling feed optimization and disapprovals to keep campaigns eligible. Built and operated Meta prospecting and retargeting (Facebook/Instagram) with audience structure, creative rotation, and bid strategy, shifting budget toward best-performing combinations. Tracked POAS and AOV alongside ROAS to align spend with margin. Reduced CPL to around $4 per lead by optimizing the conversion funnel through landing page and purchase. Kept CAC below $12 per paying customer while scaling spend 4x and sustained LTV:CAC above 3.5x. Expanded acquisition to TikTok, Pinterest, and YouTube; used Shopify and Klaviyo to keep paid acquisition aligned with retention and repeat-purchase flows.