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I am a seasoned performance marketing leader with end-to-end expertise across paid media, lifecycle/CRM, programmatic, analytics and growth strategy, with over 20 years of experience. I combine strategic oversight with hands-on execution—managing budgets, optimizing campaigns, designing experiments, and developing targeting and segmentation that drive stronger ROAS, lower CPA, and scalable acquisition. I have guided teams, cross-functional partners, and complex digital programs from planning through performance analysis, translating data into actionable insights and measurable business impact, all while maintaining a collaborative and friendly approach to driving growth.…I am a seasoned performance marketing leader with end-to-end expertise across paid media, lifecycle/CRM, programmatic, analytics and growth strategy, with over 20 years of experience. I combine strategic oversight with hands-on execution—managing budgets, optimizing campaigns, designing experiments, and developing targeting and segmentation that drive stronger ROAS, lower CPA, and scalable acquisition. I have guided teams, cross-functional partners, and complex digital programs from planning through performance analysis, translating data into actionable insights and measurable business impact, all while maintaining a collaborative and friendly approach to driving growth.

Leonard I Payne

Digital Marketer, Performance Marketer, Marketing Strategist, +2

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I am a seasoned performance marketing leader with end-to-end expertise across paid media, lifecycle/CRM, programmatic, analytics and growth strategy, with over 20 years of experience. I combine strategic oversight with hands-on execution—managing budgets, optimizing campaigns, designing experiments, and developing targeting and segmentation that drive stronger ROAS, lower CPA, and scalable acquisition. I have guided teams, cross-functional partners, and complex digital programs from planning through performance analysis, translating data into actionable insights and measurable business impact, all while maintaining a collaborative and friendly approach to driving growth.…I am a seasoned performance marketing leader with end-to-end expertise across paid media, lifecycle/CRM, programmatic, analytics and growth strategy, with over 20 years of experience. I combine strategic oversight with hands-on execution—managing budgets, optimizing campaigns, designing experiments, and developing targeting and segmentation that drive stronger ROAS, lower CPA, and scalable acquisition. I have guided teams, cross-functional partners, and complex digital programs from planning through performance analysis, translating data into actionable insights and measurable business impact, all while maintaining a collaborative and friendly approach to driving growth.

Available to hire

I am a seasoned performance marketing leader with end-to-end expertise across paid media, lifecycle/CRM, programmatic, analytics and growth strategy, with over 20 years of experience. I combine strategic oversight with hands-on execution—managing budgets, optimizing campaigns, designing experiments, and developing targeting and segmentation that drive stronger ROAS, lower CPA, and scalable acquisition.

I have guided teams, cross-functional partners, and complex digital programs from planning through performance analysis, translating data into actionable insights and measurable business impact, all while maintaining a collaborative and friendly approach to driving growth.

Skills

Experience Level

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Language

English

Fluent

Work Experience

Sr. Performance Marketing Strategist, eCRM – Whirlpool at OneMagnify

June 1, 2023 - September 30, 2024

Led end-to-end B2C lifecycle email campaigns including workflow setup, audience coordination, QA testing and deployment with a 0% error rate; managed full deployment calendar and Jira workflow ensuring 100% on-time launches. Leveraged Adobe Campaign to build and optimize audience segments, deliver dynamic personalized content, and run structured A/B and multivariate tests, driving a 23% lift in email engagement and a 12% uptick in repeat purchases. Served as a key analytical advisor, influencing targeting, content and channel optimization decisions. Also acted as the paid media SME for Ford Pro & Navistar, guiding platform-specific strategies across Google Ads, Microsoft Ads, Meta, LinkedIn and X; achieved a 26% lift in CTR and 16% increase in impression share via SA360. Managed paid media budgets exceeding $200k monthly and optimized cross-channel performance for ROAS and growth.

Performance Marketing Manager, Paid Search and Social – Ford Pro & Navistar at OneMagnify

June 1, 2023 - September 30, 2024

Primary client contact and paid media SME across Google Ads, Microsoft Ads, Meta, LinkedIn and X; defined channel mix, bidding approaches, and audience segmentation; conducted A/B and multivariate testing to improve performance. Implemented LinkedIn TAM segmentation using job titles to target senior decision-makers, improving engagement and lead quality while reducing CPL. Managed and optimized $200k+ monthly paid media budgets with a focus on ROAS and growth.

Sr. Client Services Manager, Paid Search & Social - GM at Dentsu

February 1, 2022 - December 31, 2022

Led omnichannel paid media strategy for Buick across Google Ads, Microsoft Ads, Meta, Pinterest, Snapchat, X, LinkedIn, TikTok and other platforms; oversaw audience development, creative alignment, launch planning, QA and ongoing optimization. Directed $300k+ monthly budgets, improving performance efficiency by reducing CPA/CPC/CPV, strengthening ROAS and expanding qualified reach. Delivered deep-dive performance analyses to Buick leadership to inform testing and campaign refinement; established best practices across teams.

Director of Strategy – Digital Transformation, Innovation & Digital Business NA at Stefanini Group

January 1, 2020 - September 30, 2021

Directed GTM strategy and digital demand generation for IoT, SaaS, PaaS, Cybersecurity and AI/ML solutions; led ABM, paid social, content and full-funnel acquisition efforts across enterprise verticals. Built multi-step nurture journeys and enterprise email programs, achieving 32% interaction-to-conversion and 12% appointment-setting rates with C-suite and senior IT decision-makers. Developed market-entry strategies for Life Sciences, Automotive and CPG, replacing traditional event-based outreach with digital segmentation and messaging to accelerate pipelines during COVID-era constraints. Created a cross-partner webinar series to drive high-intent engagement and pipeline growth.

Managing Partner at Encoded Multimedia

January 1, 2001 - January 1, 2022

Acted as primary client strategist and advisor, delivering data-driven insights, performance reviews, and proactive recommendations to strengthen long-term relationships. Negotiated contracts and expanded scope to secure year-over-year growth. Led a cross-functional digital marketing team, establishing analytics standards and mentoring staff to ensure high-quality execution. Directed integrated paid media strategies across paid search, paid social, programmatic, ABM and influencer marketing, achieving 2.9x ROAS, 41% lead growth (2,500+ leads/yr) and scalable results for B2B and B2C clients. Built growth roadmaps with keyword expansion and funnel analysis, increasing SMB client revenue by 19% YoY and reducing CPA by 26%. Created custom Google Analytics and GA4 dashboards, earning a 96% client satisfaction rate and improved retention.

Senior Relationship Manager at International Bancard

June 1, 2018 - December 31, 2019

Prospected and secured new business accounts for payment processing solutions; managed end-to-end sales cycle, including outreach, needs analysis, solution design, closing and onboarding. Negotiated partnerships with banks and financial institutions to expand market reach and drive revenue. Maintained detailed sales pipelines and activity logs; retained clients and upsold/upgraded 20% of the portfolio; conducted in-depth analyses of prospective clients’ payment systems and developed cost-saving programs (17–23%).

Assistant Program Manager, Google AdWords UMM at Infinity (formerly Infinity Contact)

April 1, 2016 - June 30, 2018

Managed and coached a team of 15 account strategists handling 30+ SMB accounts with ~$3M quarterly revenue. Forecasted targets and implemented processes to exceed program targets; reduced account attrition to <2% and surpassed WoW KPIs by 14%. Led hiring, training and development, resulting in two internal promotions.

Sr. Team Lead - ADT at S&P Data

January 1, 2015 - April 30, 2016

Launched and managed new LOBs, achieved top performance across multiple sites. Trained agents to retain and upsell customers, achieving 90% Win-back retention and 60% upsell improvements; oversaw 80+ agents across inbound/outbound campaigns and drove KPI improvements.

Digital Solutions Specialist - contract at Search Optics

March 1, 2014 - June 30, 2014

Prospected auto dealerships and secured new business; collaborated with media and strategist teams to develop digital marketing strategies that improved reach, CTR and ROI; partnered with social media team to boost engagement and reduce negative interactions.