I like figuring out why people care.
I spent almost two years in paid media at a performance marketing agency in New York, running campaigns for consumer brands across Meta, Google, YouTube, TikTok, Reddit, Snapchat, Pinterest, and The Trade Desk. What I enjoy most is the mix of creative, data, and people.
What I can offer:
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Audience Strategy
Conducting audience and cohort research, building target customer profiles, and identifying untapped segments. Designing audience tests to validate who a brand should be talking to and how that changes across the funnel.
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![A globe surrounded by four icons of people connected by lines, representing global networking or communication.]()
Media Strategy & Planning
Deciding where a brand should show up and why. Building full-funnel plans across channels, setting budget allocation, and evaluating new platforms based on audience fit and business goals.
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Testing & Measurement
Designing structured tests across audiences, creative, and channels, defining the right KPIs for each goal, and turning results into clear recommendations that shape the next plan.
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Performance Analysis & Reporting
Diagnosing performance shifts, mapping funnels, and building dashboards and pacing models that give teams a clear, trustworthy view of what's working.
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![Illustration of a computer monitor displaying a play button, with icons of an eye and a shopping cart connected by lines, representing viewing and shopping on online videos.]()
Creative Strategy
Translating audience insights into creative direction, writing briefs, and partnering with creative, influencer, and organic teams to develop content that fits each platform and audience.
