Performance Marketing Strategy
Developing performance marketing strategies that align customer acquisition, conversion, revenue, retention, and profitability objectives across digital channels.
Performance Marketing
Performance Marketing, Attribution and Profitable Growth
I lead performance marketing initiatives across digital channels with a focus on connecting media investment to measurable commercial outcomes.
My approach covers customer acquisition, conversion, attribution, campaign optimization, audience strategy, app growth, revenue measurement, ROAS, ROI, and full-funnel performance. I focus on building a clear relationship between marketing activity, customer behavior, digital orders, and business growth.
This corresponds to the scope typically associated with a Performance Marketing Manager role, from campaign strategy and audience planning to attribution, optimization, and ROAS and ROI measurement.
← Back to HomePerformance Marketing Leadership and Capabilities
Full-Funnel Campaign Management
Managing campaigns across awareness, consideration, acquisition, conversion, re-engagement, and retention stages, while maintaining a clear connection between media activity and customer outcomes.
Customer Acquisition
Building structured customer acquisition initiatives designed to attract relevant audiences, improve traffic quality, support app installations, and generate commercially valuable customer actions.
Conversion Campaigns
Developing conversion-focused campaigns that optimize toward meaningful actions such as registrations, purchases, repeat orders, revenue, and other defined business outcomes.
Mobile Measurement and Attribution
Using a Mobile Measurement Partner, including Adjust, to measure app acquisition, installs, attribution, deep links, campaign performance, customer actions, orders, revenue, and post-install behavior.
Marketing Attribution
Improving attribution frameworks across digital campaigns by connecting media sources, customer touchpoints, app and web behavior, conversion events, orders, and revenue.
App Campaign Measurement
Evaluating app campaign performance beyond installation volume by examining customer quality, activation, first purchase, repeat behavior, retention, revenue, and customer lifetime value.
Audience Strategy and Segmentation
Building audience structures based on customer behavior, purchase activity, engagement, lifecycle stage, recency, frequency, and commercial value.
Retargeting and Re-Engagement
Developing retargeting and re-engagement initiatives for visitors, registered users, inactive customers, cart abandoners, and customers who have not completed an intended action.
Performance Optimization
Continuously improving campaign structure, audiences, creative direction, bidding, placements, measurement, landing experiences, and conversion paths based on performance data.
ROAS and ROI Measurement
Connecting advertising investment to revenue, return on advertising spend, return on investment, customer acquisition efficiency, and long-term commercial value.
Cross-Functional Performance Execution
Working with e-commerce, creative, technology, analytics, customer experience, agencies, and commercial teams to improve campaign execution and remove barriers affecting marketing performance.