Orly Dumitrescu

Managed multi-channel PPC campaigns for mid-size eCommerce clients with a focus on ROAS, lead quality, and CPC efficiency. Created audience personas using CRM and engagement data to tailor ad creatives for higher intent users. Benchmarked competitor strategies to maintain aggressive positioning on native platforms like Taboola and Outbrain.

Led user acquisition strategy for one of Israel's top newspapers, driving subscription growth through performance marketing across Google Ads, Meta, LinkedIn, Taboola, Outbrain, Apple Search Ads, and Twitter. Increased monthly subscriber acquisition by 33% from 2018 to 2022 while keeping CPA below industry norms by optimizing targeting, creatives, and platform mix. Managed seven-figure ad budgets reallocating spend based on performance and audience insights. Conducted A/B testing with over 50 campaign variants, boosting lead-to-subscription conversion rates by up to 17%. Implemented full-funnel attribution and conversion tracking with GA4 and Meta Pixel, enabling ROI reporting and cohort analysis. Developed remarketing flows reducing churn and increasing retention by 12% over two years.

Managed multi-channel PPC campaigns for mid-size eCommerce clients, focusing on ROAS, lead quality, and CPC efficiency. Created audience personas from CRM and engagement data, tailoring ad creatives for higher intent users. Benchmarked against competitors to maintain aggressive positioning in Taboola and Outbrain for native performance campaigns.