Adina Pop

• Led the end-to-end planning, execution, and optimization of paid media campaigns across digital platforms, ensuring alignment with Nespresso’s brand strategy, sales goals, and seasonal priorities.
• Collaborated cross-functionally with internal marketing, e-commerce, analytics, and creative teams, as well as external media and agency partners, to deliver cohesive and performance-driven campaigns.
• Played a key role in exceeding machine sales targets by 20–40% through strategic media planning, funnel optimization, and performance forecasting.
• Conducted in-depth performance analysis using first- and third-party data, transforming insights into actionable strategies that enhanced ROI, reduced customer acquisition costs, and increased conversion rates.
• Developed and delivered comprehensive training modules for new team members, enhancing onboarding efficiency and accelerating their contribution to campaign execution.
• Acted as a strategic advisor to stakeholders, translating data insights into business recommendations and fostering a culture of test-and-learn across campaign cycles.
• Championed continuous improvement by identifying optimization opportunities across channels, creative assets, and bidding strategies, contributing to ongoing performance growth and innovation.

• Led strategy, execution, and optimization of multimillion-dollar SEM, Shopping, and Performance Max campaigns for Colgate, Office Depot, and Church & Dwight (TheraBreath).
• Aligned paid media initiatives with business objectives, collaborating with cross-functional teams and executive stakeholders to drive measurable outcomes.

Colgate:

• Directed paid media strategy across US sub-brands, focusing on ROAS and lead generation.
• Leveraged SA360 automation and KPI tracking to improve efficiency and scale.
• Guided junior team members and led strategic planning sessions with clients.

Office Depot:

• Managed $40M in paid media spend, introducing automations and improving reporting accuracy.
• Delivered actionable analysis to optimize performance and resolve tracking issues.
• Provided mentorship and strategic support to the digital marketing team.

TheraBreath (Church & Dwight):

• Audited and restructured campaigns, doubling ROAS through Performance Max and smart bidding.
• Created strategy decks and aligned cross-functional teams on campaign execution and goals.

• Led SEM strategy and execution for high-growth startups including Vetster, Keatext, and Archie, with a focus on customer acquisition and performance scalability.
• Created data-driven paid media proposals aligned with funnel stages, audience behavior, and client KPIs.
• Provided strategic guidance to stakeholders and delivered actionable insights for continuous campaign improvement.

Vetster (Veterinary Telehealth Startup):

• Managed a $4M Google Ads budget, increasing qualified leads by 40% by shifting focus to booked appointments.
• Executed full-funnel campaigns, including audits, keyword targeting, ad creation, bidding, and segmentation.
• Used tools like Google Analytics, Keyword Planner, and SEMRush for budget planning and forecasting.
• Set up and validated conversion tracking to ensure reliable attribution and performance measurement.
• Delivered clear reporting and recommendations, driving ongoing optimizations and ROI growth.

• Planned, executed, and optimized SEM campaigns across Google and Bing for multiple clients, driving measurable improvements in lead generation and ROAS.
• Anticipated and resolved account issues, supported SEM teams through weekly status meetings, and developed internal process improvements and team development plans.

Client Highlights:

• State Farm: Supported agency program execution, resolved SEM performance issues, and helped teams meet budget goals through contingency planning and proactive communication.
• Casella Waste Management: Increased leads by 40% through strategic SEM optimizations.
• Irving Big Stop Restaurant: Shifted operations during COVID-19 from dine-in to online/phone ordering, resulting in a 1.5X lift in orders.
• XMedius (B2B SaaS): Overhauled SEM strategy and form optimization, achieving a 3X ROAS by enhancing targeting, ad structure, and lead quality.
• Crabtree & Evelyn UK: Managed cross-channel campaigns (Google, Facebook, Instagram) for UK market, improving ROAS via smart bidding, audience testing, and dynamic budget shifts.

• Led the digital marketing department, aligning strategies with business goals and delivering 20–50% performance lifts across internal and client campaigns.
• Developed and executed multi-channel marketing programs (Google Ads, Facebook, Email) to drive ROI and client growth.
• Recruited, trained, and managed a team of digital specialists, enhancing team performance and campaign execution.
• Cultivated and managed direct client relationships, increasing client acquisition by 70% through strategic delivery and high satisfaction.

• Supported the development, management, and optimization of search campaigns to align with client goals and drive ROI.
• Conducted keyword research, crafted ad copy, and implemented daily bid adjustments to improve campaign performance.
• Collaborated with Account Managers to ensure smooth delivery of strategy and client communication.
• Monitored performance metrics and produced detailed reports with actionable insights for ongoing optimization.

• Managed paid and organic strategies to drive targeted website traffic and address social media engagement challenges.
• Published SEO-optimized content and daily social updates, increasing brand visibility and improving search rankings.
• Enhanced web app UX to improve conversion rates and reduce bounce rates.
• Oversaw promotional campaigns, events, and training, while analyzing performance data to identify growth opportunities.
• Achieved a 435% increase in website visits and a 60% reduction in bounce rate through strategic content and UX improvements.