Recap of what I do
- Own channel strategy & execution across Google/ASA/Meta/TikTok/affiliates; maintain an always-on testing plan and scale efficiently during peak tax season.
- Plan GTM & campaign calendar with Product/Brand; localize offers and messaging by market and audience segment.
- Creative & landing page system: write briefs, produce/QA variants (UGC, static, motion), sync ads→LPs to lift CVR and ROAS.
- Lifecycle marketing: build journeys for onboarding, nudges, deadline reminders, win-back and referrals via email/push/in-app.
- Measurement & reporting: KPI tree (CAC, payback, LTV, filed returns), GA4/attribution views, weekly dashboards and business reviews.
- Experimentation: backlog, hypotheses, and A/B tests across pricing, offers, onboarding UX, copy/creative, and channels; document learnings.
- Budget ownership: pacing, reallocation, forecasting and scenario planning; align spend to targets by market.
- Partner & vendor management: brief and manage agencies, creators, and tech partners; negotiate rates and SLAs.
- Compliance & data hygiene: consent-safe tracking, UTM/tagging standards, clean handoffs to analytics.
- Stakeholder communication: concise updates, insights, and post-mortems for leadership and cross-functional teams.
Outcome: predictable seasonal pipeline, lower CAC with higher conversion to filed returns, and repeatable playbooks the team can scale each tax year.
