Senior Media Buyer

Owned Google Ads and Apple Search Ads acquisition across eight countries, managing campaign structure, budget pacing, and optimization from registration through KYC and first funded deposit.

Improved net ROAS from -3.06% to 2.46%, reduced CPL by 48%, and reduced cost per first-time deposit by 12% through account restructuring, conversion tracking improvements, and budget reallocation. Built GTM tracking, policy-sensitive financial ad copy, Claude-assisted optimization workflows, and performance forecasts supporting a six-month media plan of approximately $471,000.

Managed paid social acquisition campaigns for US-market brands including Concealed Coalition, Countrywide Concealed, and American Service Pets across Meta, X, and TikTok.

Worked with the BI team to troubleshoot tracking through Google Tag Manager, delivered actionable reporting through Power BI, Looker Studio, and spreadsheets, and collaborated with management and creative teams on advertising strategy. Promoted AI-first workflows using ChatGPT, Gemini, and Claude for data analysis, A/B testing, reporting, competitive analysis, UX analysis, and asset creation.

Managed PPC performance for Google Search, YouTube, Display, Universal App Campaigns, Huawei Ads, Apple Search Ads, and Google Display & Video 360 in fintech and cryptocurrency markets.

Built campaigns from ideation through setup, partnered with marketing intelligence and creative teams, supported tracking and attribution reporting, and liaised with Google and Apple representatives. Reported paid search performance to management and used predictive analytics to optimize future results.

Delivered campaign ideas, briefs, and marketing assets for forex, cryptocurrency, fintech, and Web3 products. Coordinated commercial stakeholders and teams across the UK, China, Nigeria, and Cyprus.

Worked with front-end and back-end developers on website issues, produced paid-search and Looker Studio reports, maintained process documentation and knowledge-base materials, managed delivery checklists, and completed quality assurance checks on online content.

Led online advertising and digital strategy activities across Google Ads, display, YouTube, paid social, Apple Search Ads, AdRoll, LinkedIn, X, Taboola, and other programmatic channels for fintech and cryptocurrency products.

Helped TioMarkets achieve its first 10,000 quality leads within six weeks. Managed retargeting, A/B testing, GTM and UTM tracking, S2S tracking, reporting via Data Studio, HubSpot, Search Console and Appsflyer, and KPI updates for the CMO and CEO.

Created PPC strategy and KPI reporting for a programmatic advertising platform. Managed Facebook and Google Ads campaigns across cryptocurrency, ICO, affiliate marketing, e-commerce, dating, and other verticals.

Planned global campaign segmentation, optimized campaigns daily, conducted A/B tests on landing pages and creatives, and worked with marketing, design, and content teams to develop conversion-focused ads and landing pages.

Worked as a Google-certified PPC specialist delivering SEM, PPC, and on-page and off-page SEO for clients in financial services, renewable energy, automotive, hospitality, tourism, property, and local business sectors.

Developed search visibility through backlink building, PR, competitor monitoring, social media PPC, and social media management.

Supported the digital marketing team by managing client social media accounts, conducting email marketing, and providing digital marketing and business-development consultancy.

Contributed to client-facing digital campaigns and ongoing marketing operations across multiple channels.

Managed online and offline marketing for a motorcycle apparel brand, including Google Ads, Facebook Ads, Quora, Reddit, SEO, social media, email marketing, web design, content writing, events, and stakeholder collaboration.

Conducted market and competitor research, developed product-launch initiatives with R&D, set marketing strategy, allocated budgets, and implemented Google Ads, Looker Studio, Search Console, and Google Tag Manager integrations.

Master's degree in Environment, Politics and Globalization.

Bachelor's degree in International Relations and European Studies.