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Owned full acquisition funnel performance in the dating vertical across EU and Tier-1 GEOs — from partner sourcing and onboarding to live campaign optimisation and reporting. Scaled new acquisition partnerships at 4+ per month by identifying high-potential traffic sources, evaluating partner fit, and structuring commercial agreements. Managed commercial lifecycle end-to-end — contract negotiation, cap management, and payout reconciliation — maintaining financial accuracy across active campaigns. Analysed funnel performance data daily to surface drop-off points and inform creative direction based on user behaviour signals.

Scaled monthly revenue to $100K+ at 15% MoM growth by rebuilding acquisition funnels and introducing a structured creative testing process across CPA, CPI, and RevShare campaigns. Designed and iterated multi-step conversion funnels — mapping user journeys from ad impression to lead submission, identifying drop-off points, and restructuring page flows to lift conversion rates. Developed original ad creative concepts and copy for EU and LATAM audiences; built a repeatable variant testing framework across headlines, visuals, value propositions, and CTAs. Ran A/B tests covering creatives, landing page layouts, and funnel steps; testing approach and findings were shared across the partner network and informed campaign strategy more broadly. Conducted competitor funnel and creative intelligence using Adheart and Tyver to benchmark top performers and identify untapped angles before launching campaigns. Improved post-click engagement by matching creative messaging to funnel stage — distinct approaches for cold acquisition, re-engagement, and reactivation traffic.

Redesigned Google Ads appeal messaging, lifting account reactivation rate from 1.8 to 4 per 100 submissions (2.2× improvement) through copy iteration and tone testing. Produced landing-page-aligned ad creatives that increased account approval rates and improved long-term spend reliability. Conducted keyword and audience research via Google Trends and Keyword Planner; contributed to website content and copy correction.

Managed multi-market lead generation campaigns for a financial microcredit product across EU, LATAM, and Asia, owning partner performance and campaign quality end-to-end. Grew active partner network at 5 new partnerships per month through structured market research, outreach, and commercial negotiation. Conducted competitive landscape research to surface underserved acquisition segments and feed findings into campaign direction and partner prioritisation. Oversaw financial planning, payment rate management, and partner settlement processes in alignment with company growth strategy.