<ul><li>Managed $50M+ in media spend across Google, Meta, Microsoft Ads, and Performance Max, leading growth strategies for Fortune 500s, agencies, and startups.</li><li>Built and scaled full-funnel marketing programs integrating paid media, CRO, creative testing, and first-party data to drive measurable business outcomes.</li><li>Led AI-powered bidding and smart automation initiatives, improving ROAS, reducing CPA, and boosting AOV across multiple verticals.</li><li>Executed high-impact lead gen and e-commerce campaigns across healthcare, finance, retail, real estate, and DTC brands.</li><li>Collaborated with CMOs, founders, and agency teams to align strategy with business KPIs and deliver transparent, insight-driven reporting.</li></ul>Client Results:<ul><li>Davidson Homes: 10X ROAS via smart bidding and improved tracking.</li><li>Ideal Image Medspa: Drove 4X sales lift on $40M spend through funnel redesign.</li><li>Conn’s Home Plus: Managed $25M in SEM/Shopping, aligning ads with store sales KPIs.</li><li>Office Depot: Oversaw $40M SEM budget, boosting efficiency with automation.</li><li>Insurance Lounge: Reduced CPL through Performance Max optimization.</li></ul>

Senior Growth Marketer

<ul><li>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.</li><li>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.</li><li>Played a key role in exceeding machine sales targets by 20–40% through strategic media planning, funnel optimization, and performance forecasting.</li><li>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.</li><li>Developed and delivered comprehensive training modules for new team members, enhancing onboarding efficiency and accelerating their contribution to campaign execution.</li><li>Acted as a strategic advisor to stakeholders, translating data insights into business recommendations and fostering a culture of test-and-learn across campaign cycles.</li><li>Championed continuous improvement by identifying optimization opportunities across channels, creative assets, and bidding strategies, contributing to ongoing performance growth and innovation.</li></ul>

Performance Manager, Paid Media

<ul><li>Led strategy, execution, and optimization of multimillion-dollar SEM, Shopping, and Performance Max campaigns for Colgate, Office Depot, and Church &amp; Dwight (TheraBreath).</li><li>Aligned paid media initiatives with business objectives, collaborating with cross-functional teams and executive stakeholders to drive measurable outcomes.</li></ul>Colgate:<ul><li>Directed paid media strategy across US sub-brands, focusing on ROAS and lead generation.</li><li>Leveraged SA360 automation and KPI tracking to improve efficiency and scale.</li><li>Guided junior team members and led strategic planning sessions with clients.</li></ul>Office Depot:<ul><li>Managed $40M in paid media spend, introducing automations and improving reporting accuracy.</li><li>Delivered actionable analysis to optimize performance and resolve tracking issues.</li><li>Provided mentorship and strategic support to the digital marketing team.</li></ul>TheraBreath (Church &amp; Dwight):<ul><li>Audited and restructured campaigns, doubling ROAS through Performance Max and smart bidding.</li><li>Created strategy decks and aligned cross-functional teams on campaign execution and goals.</li></ul>

Paid Search Director - Contract, Part-Time · Remote (North America)

<ul><li>Led SEM strategy and execution for high-growth startups including Vetster, Keatext, and Archie, with a focus on customer acquisition and performance scalability.</li><li>Created data-driven paid media proposals aligned with funnel stages, audience behavior, and client KPIs.</li><li>Provided strategic guidance to stakeholders and delivered actionable insights for continuous campaign improvement.</li></ul>Vetster (Veterinary Telehealth Startup):<ul><li>Managed a $4M Google Ads budget, increasing qualified leads by 40% by shifting focus to booked appointments.</li><li>Executed full-funnel campaigns, including audits, keyword targeting, ad creation, bidding, and segmentation.</li><li>Used tools like Google Analytics, Keyword Planner, and SEMRush for budget planning and forecasting.</li><li>Set up and validated conversion tracking to ensure reliable attribution and performance measurement.</li><li>Delivered clear reporting and recommendations, driving ongoing optimizations and ROI growth.</li></ul>

Senior Paid Media Consultant

<ul><li>Planned, executed, and optimized SEM campaigns across Google and Bing for multiple clients, driving measurable improvements in lead generation and ROAS.</li><li>Anticipated and resolved account issues, supported SEM teams through weekly status meetings, and developed internal process improvements and team development plans.</li></ul>Client Highlights:<ul><li>State Farm: Supported agency program execution, resolved SEM performance issues, and helped teams meet budget goals through contingency planning and proactive communication.</li><li>Casella Waste Management: Increased leads by 40% through strategic SEM optimizations.</li><li>Irving Big Stop Restaurant: Shifted operations during COVID-19 from dine-in to online/phone ordering, resulting in a 1.5X lift in orders.</li><li>XMedius (B2B SaaS): Overhauled SEM strategy and form optimization, achieving a 3X ROAS by enhancing targeting, ad structure, and lead quality.</li><li>Crabtree &amp; Evelyn UK: Managed cross-channel campaigns (Google, Facebook, Instagram) for UK market, improving ROAS via smart bidding, audience testing, and dynamic budget shifts.</li></ul>

Digital Marketing Specialist

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

Digital Marketing Director

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

Paid Media Junior

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

Brand & Social Media Manager

Adina Pop

English (British)

Adina Pop is a results-driven Digital Marketing Leader with over a decade of experience driving growth for Fortune 500 companies, high-growth startups, and top media agencies across North America. With deep expertise in Paid Media and Growth Marketing, she has successfully managed over $50M in media spend across platforms including Google Ads, Meta, Performance Max, Shopping, LinkedIn, and TikTok Ads.  Adina led paid acquisition at Vetster, a leading virtual veterinary care platform, where she applied her healthcare marketing expertise to scale pet telehealth services across North America. Her healthcare work complemented her prior success managing performance campaigns for Nespresso, where she blended premium brand storytelling with conversion-driven strategy to deliver measurable e-commerce results.  Previously, at Wavemaker, she held a senior leadership role overseeing cross-channel paid media programs for major brands including Colgate and Office Depot. Adina is known for developing full-funnel strategies, optimizing creative through data and AI-driven insights, and delivering consistent efficiency and revenue gains.

Adina Pop

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