Luben Dimitrov
Performance Marketing Expert

Luben Dimitrov

Former performance media director at Expedia.
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About

Luben Dimitrov is an accomplished senior performance marketing leader with a wealth of experience in diverse industries planning, developing, and executing a multichannel digital strategy and leveraging digital channels to impact target audiences and exceed goals. At Expedia, he led performance media strategy, campaign management, optimization, and reporting for multiple Expedia brands globally, including Travelocity, Orbitz, Cheaptickets, ebookers, and Wotif across programmatic/display, digital video, search compare, and paid social. He also worked for big companies such as Kaplan, OMD, Carat Digital, and iProspect.

Employment

5 roles
May 2020 - Present 6 years 4 months
Digital Marketing Consultant
Independent
  • Devised and executed digital media strategies and audits across various companies, including startups and well-established businesses, in line with companies’ business goals and targets.
  • Provided expertise in paid search, programmatic/display, digital video, paid social, mobile app marketing, Google Marketing platform, audience management, tracking, attribution, A/B testing, automation, and reporting.
Jan 2018 - Apr 2020 2 years 3 months
Director, Performance Media
Expedia
  • Led performance media strategy, campaign management, optimization, and reporting for multiple Expedia brands globally, including Travelocity, Orbitz, Cheaptickets, ebookers, and Wotif across programmatic/display, digital video, search compare, and paid social.
  • Managed activity via DV360, Google Ads, Facebook, Twitter, and Media Alpha platforms.
  • Devised and executed comprehensive media strategies aligned with business goals and ROI targets, focused on the full purchasing funnel from prospecting to cross sale and retargeting.
  • Managed a team of four, including recruitment, performance reviews and career/personal development, ensuring the smooth running of all projects, and increasing efficiency, visibility, and team performance.
  • Analyzing vast amount of data from Expedia’s reporting systems/data bases using SQL queries and creating automated processes for bidding, optimization, and reporting.
  • Handled budget planning and monitoring spend to ensure correct allocation and achieve best efficiencies.
  • Increased revenue by over 50%, achieved significant transactions and improved ROI following implementation of a new automated bidding algorithm for Search Compare partner CheapFlights.
  • Improved accuracy of high and low funnel activity measurement by developing and implementing A/B incrementality tests across display, paid social and digital video.
  • Saved millions of USD annually by identifying fraudulent partner activity.
Aug 2015 - Dec 2017 2 years 4 months
Director, Performance Media
ebookers
  • Directed performance media across paid search, programmatic/display, paid social, and mobile app activated via Google, Bing/Yahoo, DV360, Facebook, Twitter, and Google Ads in 12 EU markets, with annual budgets in excess of $40 million across 12 countries.
  • Managed a team of eight from managers to executives, with responsibility for their recruitment, performance, and career/personal development.
  • Directed paid search activity containing over 500 accounts with 10,000 campaigns, millions of AdGroups and millions of keywords in the main search engines, Google and Bing/Yahoo.
  • Devised and executed digital media strategies in line with company’s business goals and ROI targets.
  • Analyzed results and optimized towards improving ROI and maximizing revenue.
  • Collaborated strongly with all departments and senior level management.
  • Grew revenue by more than 10%, achieved significant transactions and improved ROI during the first quarter following implementation of automated bid strategy using Kenshoo’s automated bidding.
  • Created automated process for harvesting, analyzing and adding new keywords to Google Ads by building new AdGroups or adding to existing.
  • Increased efficiency, visibility, and team performance by improving processes and team guidelines. 
Sep 2014 - Aug 2015 11 months
Head of Performance Media
Kaplan International
  • Managed paid search, paid social, and programmatic/display activity running globally and across the main search engines, Google, Bing, Yandex, Naver, Yahoo Japan, social media platforms Facebook, Twitter, and Display platforms DV360 and Google Ads.
  • Created and implemented automated bid management strategies using Marin, DV360, Google Ads, and third party bid management tools to drive leads and revenue growth and improve ROI.
  • Developed and implemented new tracking and reporting capability based on the google tech stack and integrated Google Analytics, Google Ads, Marin, and DV360.
  • Devised and executed digital media strategies to maximize leads while achieving lowest CPA.  
  • Increased leads by over 400% YoY by restructuring SEM campaigns and activating paid social campaigns.
  • Built a successful team running activity efficiency across paid search, programmatic, and paid social.
May 2009 - Aug 2014 5 years 3 months
Associate Director, Search
OMD International
  • Served as paid search account director on the Nissan, Infiniti, Cisco, and Getty Images accounts in the EMEA region and globally with responsibility for more than 200 accounts with over 30,000 campaigns and over six million keywords in the main European search engines, Google, Bing/Yahoo, and Yandex.
  • Managed a team of six with annual budgets in excess of £20 million across more than 80 countries.
  • Devised and executed comprehensive search strategies in line with clients’ business goals.
  • Built strong working relationships with all departments, senior management, and clients.
  • Increased revenue by more than 10% and improved ROI by 14% during the first quarter by implementing automated bid strategy for Getty Images.

Education

Sep 1999 - Jun 2001 1 year 9 months
MA, Marketing
University of North London (London Metropolitan University), UK
Jan 1998 - Dec 1999 1 year 11 months
CIM, Marketing
Chartered Institute of Marketing