Performance marketer with 7 years managing 8-figure annual ad spend across Google, Meta and TikTok for DTC and B2B SaaS. Owns the full funnel from creative testing to CAC and MER targets, and reports straight to founders on blended efficiency rather than platform vanity metrics.
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Work history
Scaled paid acquisition from $2M to $9M annual spend while holding blended CAC flat; built the creative-testing engine that fed 40+ concepts a month.
Ran demand-gen across Google and LinkedIn and built the GA4 + attribution reporting the growth team still runs on.
Managed 15+ client ad accounts across e-commerce and lead-gen — the range that built the diagnostic instinct.
AI interview
Blended CAC jumped 30% the month after an iOS attribution change, and total spend was flat. Walk me through diagnosing it.
First I stop trusting in-platform ROAS — after signal loss the platforms over-report conversions, so a “30% worse CAC” might partly be measurement, not performance. I go to blended: new-customer count against total spend, and the MER trend over the same window. If blended held but platform-reported CAC spiked, it's attribution. If blended actually moved, then I segment…
Blended moved too. Next step?
Then I split by channel and cohort. Usually it's Meta prospecting decaying while the platform keeps bidding into a tired audience. I'd check frequency and creative fatigue first — that's the fastest lever — before I touch budgets or blame the algorithm.
Watch the interview
Scored transcript is in the section above. Chapters are auto-marked by topic — the live account audit is where the candidate screen-shares a real ad account and works a diagnosis in real time.
Skills & practical assessment
Psychometrics
Reads as a data-first operator who moves fast and sweats the detail — comfortable owning a blended CAC target and iterating creative weekly rather than waiting for a quarterly review.