Role: Paid Search & Paid Social Lead — Urban Sports Club
Scope: Google Ads/YouTube • Meta (FB/IG) • TikTok (as needed) • Creative testing • Measurement • Budget pacing • Reporting
Recap of what I do
- Own channel strategy & architecture: rebuild search & social accounts (naming, UTMs, audiences, geo splits) for scale and clarity.
- Search that captures intent: SKAG/intent clusters, exact/phrase hygiene, brand vs. non-brand guardrails, extensions, RSAs, and YouTube for action.
- Social that creates demand: Meta structure by funnel stage, creative/offer matrices, broad + stacked audiences, and smart retargeting.
- Creative testing system: rapid iterations on hooks, formats (UGC/static/motion), and ad–landing sync to lift CTR, CVR, and ROAS.
- Experimentation cadence: weekly backlog (keywords, bids, audiences, placements, offers), clear success metrics, stop/scale rules, and documentation.
- Measurement & tracking: GA4 + pixels/server events, consent mode, conversion schema, and QA/alerts to keep data trustworthy.
- Budget pacing & forecasting: shift spend to winners daily/weekly; hit CAC/ROAS/payback targets by market and season.
- Reporting & insights: self-serve dashboards (channel/creative), concise weekly reads, and actions that tie spend to leads/memberships.
Outcome: predictable acquisition at lower CAC with faster payback—built on clean structure, fast creative testing, and tight measurement.
