The numbers
- Who did the work: me, in-house as Performance Marketing Manager
- $250K
- monthly ad budget managed
- 3 regions
- US, Canada and EU
The situation
Vention is a large B2B company selling through SaaS and e-commerce. I joined in-house as Performance Marketing Manager, responsible for paid acquisition in the US, Canada and EU, working directly with the Head of Demand Generation against a lead target and a lead quality bar.
What I did
- Built the performance marketing strategy for three regions with the Head of Demand Generation, aimed at hitting the lead target while improving lead quality and conversion rate.
- Ran Google Ads and Facebook Ads against CPA and ROAS targets, with A/B and multivariate tests on copy, design, landing pages, channels and audiences.
- Set up events in Google Tag Manager and Google Analytics, and ran conversion tests with Google Optimize.
- Built an SEO roadmap covering keyword research, content strategy, a site audit and technical fixes, and worked with the product team on page load speed.
- Built Power BI, Google Data Studio and Excel dashboards so decisions ran on data, and coordinated analytics, CRM and creative teams on a shared testing roadmap.
The result
I managed a $250,000 monthly budget across three regions, working against lead volume and lead quality targets. I don't have lead numbers I can publish from this role, so this entry describes what I built instead.