Owned paid acquisition end to end for a premium DTC home-decor brand selling internationally: campaign architecture on Meta and Google, systematic creative and audience testing, and a rebuilt GA4 + GTM + Pixel conversion-tracking stack so budget decisions ran on trustworthy data.
The challenge
Handmade rugs are a considered purchase — buyers browse for weeks, compare across markets, and need price justification. Standard "product + discount" prospecting burns budget in this category. The brand needed campaigns tuned for high-AOV consideration and tracking accurate enough to see which markets and creatives actually produced profitable orders.
What I did
- Campaign architecture: built and managed full-funnel structures across Meta (prospecting → retargeting) and Google (Search, Shopping) aimed at improving ROAS and reducing CAC on premium products.
- Creative & audience testing: ran structured A/B tests across ad creatives, audience segments, and bidding strategies to find winning combinations per international market — one variable at a time, with kill/scale rules.
- Measurement: set up and maintained conversion tracking across GA4, Meta Pixel, and Google Tag Manager, so revenue attribution held up across both platforms.
- Reporting to decisions: produced performance reports that turned spend and conversion data into concrete budget-allocation and creative recommendations — not dashboards for their own sake.
Results
- Managed $15K–$40K/month in media spend across US, UK, and EU markets while sustaining 2–3x blended ROAS.
- Improved customer acquisition efficiency by ~15% through structured A/B testing across creatives, audiences, bidding, and budget allocation.
- Grew the brand's Instagram from 7K to 16K followers, contributing to organic visibility that led to a placement in ELLE Decor.
- Reliable cross-platform conversion tracking (GA4 + GTM + Pixel) where measurement had been fragmented.
What this shows
High-AOV paid media strategy, disciplined experimentation, hands-on tracking implementation (GA4/GTM/Pixel), and comfort operating across international markets.