Fatime Ndao

Strategic 2-month transition mission within Galileo Global Education, a leading international group in private higher education, to structure, reposition, and accelerate the Paid Social (SMA) channel. Primary ownership of LISAA, the school with the largest media budget, where Paid Social had historically been under-leveraged. Objective: transform SMA into a high-performing, scalable growth lever, fully integrated within the broader acquisition strategy. Key results: • Built and deployed a full-funnel Paid Social framework • Repositioned SMA as a strategic performance channel • +211% lead growth • +420% increase in high- and mid-intent leads • +5.8 pts improvement in lead maturity • Strong foundations established for sustainable budget scale-up

Led the paid media strategy of Erborian UK and US for Meta Ads, Google Ads, and TikTok Ads during a temporary replacement. Defined strategic directions and coordinated with external agencies for campaign execution. Prepared upcoming campaigns, ensuring strategic alignment with seasonal priorities and business objectives. Managed an intern who supported asset brief creation for the creative/design team, ensuring visuals were tailored to each platform and campaign objective. Responsible for optimizing advertising funnels and monitoring KPIs (ROAS, CPA, CTR) to align with business goals.

Fixter, a car servicing platform owned by Renault Group, operating in the French and UK markets: • Temporary freelance replacement. • Responsible for managing and optimising Google Ads and Meta campaigns for France and the UK. • Audited advertising accounts and provided strategic recommendations to improve performance and ROI. • Oversaw promotional discount allocation. • Collaborated with the Growth team and stakeholders to lead the acquisition strategy. Assignment continuing until a permanent UK-based manager is appointed.

Tasked with recruiting new students for Fall 2024 enrollments at INSEEC BBA and INSEEC Grande École, two private schools within the Omnes Education Group (a private equity-funded organization), I led digital marketing initiatives to maximize campaign impact. Managing an annual advertising budget of €1 million, I developed strategies tailored to the customer journey to boost brand visibility and drive enrollment. Key responsibilities included: • Development and Management of Acquisition Campaigns: Directed digital marketing campaigns across multiple channels (Meta, TikTok, Snapchat, SEA) in collaboration with specialized agencies such as Criteo, Jellyfish, and other channel-specific partners to promote brand growth. • Transition from CPL to ROI Optimization: Transitioned the focus from CPL-based optimization to ROI-driven campaigns by implementing strategic tests with enhanced conversion tracking, aligning initiatives more closely with revenue goals. • Performance Tracking, Account Audits, and Optimization: Tracked campaign performance using internal CRM data and GA4, regularly auditing accounts to identify new optimization opportunities and refining strategies to improve ROI and CPL within budget constraints. • Content Creation and Landing Page Optimization: Created briefs for visual and content assets to support online campaign promotions and optimized landing pages to increase conversion rates. • Cross-functional Collaboration: Collaborated closely with marketing and communication teams to ensure acquisition efforts were aligned with broader strategic goals. • Team Management: Supervised and mentored two interns, providing guidance on campaign execution and optimization.

As an interim consultant, I conducted a qualitative audit of account performance, providing strategic recommendations and actionable insights to enhance account structure and storytelling (France, USA, Canada and Switzerland). Key contributions included: • Account Evaluation and Strategic Recommendations: Assessed account structures, identifying optimization opportunities to improve storytelling and maximize ROI. • Traffic Acquisition Strategy and Budget Management: Developed tailored acquisition strategies for each site, managing budgets across SEM, Display/RTB, Retargeting, Paid Social Media, and Affiliation channels. • Campaign Execution and Performance Monitoring: Launched social media campaigns aligned with strategy, collaborated with in-house teams, monitored key KPIs, and engaged with partners to meet objectives. • Market Innovation: Proposed action plans for account development based on continuous monitoring of new acquisition opportunities.

Freelance Management of Google, Facebook Ads, and Amazon Advertising Accounts in the UK, Spain, Italy, and Mexico: • Successfully launched products into new markets and channels, consistently meeting strict KPIs and contributing to product development efforts. • Monitored daily ad spend to ensure alignment with targets and key performance indicators. • Expanded account performance and boosted brand visibility through diverse campaign types. • Developed and executed market-specific strategies tailored to each region. • Led quarterly business reviews to assess and refine campaign effectiveness. • Conducted ad-hoc, weekly, and monthly analysis with detailed reporting. • Implemented A/B testing to optimize results and drive continuous improvement.

Strategic Paid Advertising Management for High-Impact Clients and top brands, including Lenovo, Motorola, Just Hype, Schwarzkopf, Monsoon, Simone Pérèle, Lingerie Outlet, Lansinoh, Bra For Me, Bay Gallerie, and Jane Atelier. Directed campaigns across Google/Bing Ads, Facebook/Instagram, and Amazon Vendor and Seller Central, overseeing a £20 million ad spend per year and under strict KIPs : • 360-Degree Advertising Expertise: Acquired in-depth expertise across diverse platforms, delivering exceptional growth and high client satisfaction. • Advanced Automation & Efficiency Gains: Implemented automation across ad platforms and ChannelAdvisor, significantly boosting campaign performance and efficiency. • Strategic Campaign Development: Led planning and execution of acquisition campaigns in alignment with client objectives, enhancing ROI. • Innovative Testing & Optimization: Designed BETA testing plans and shifted focus from CPL to ROI optimization, achieving measurable revenue and engagement improvements. • Client Communication & Reporting: Provided detailed roadmaps, actionable insights, and customized reports, presenting to clients with strategic guidance. • Collaborative Team Leadership: Coordinated with US and EMEA digital teams, conducted cross-training sessions, and performed regular account health checks to uphold industry best practices.

Successfully led the market entry and full launch strategy for a new sub-brand in Spain, planning and executing every aspect of the launch to ensure strong initial brand positioning and market impact: • Set up, tested, developed, and optimized PPC campaigns for multiple brands across various markets. Managed an initial ad spend of £1 million in the first year, which expanded to £6 million in the following year. • Collaborated closely with regional brand marketing teams and commercial managers to ensure a unified brand message and consistently positive ROI. • Created dedicated landing pages for targeted campaigns using Echo software to enhance campaign performance. • Established the technical infrastructure needed for optimal tracking and reporting, ensuring data accuracy and actionable insights. • Configured and optimized accounts, performing regular analyses and defining scalable processes to enhance campaign performance. • Worked directly with Google Account Managers to continuously improve account performance and uncover growth opportunities. • Developed and presented detailed monthly/quarterly performance reports for key internal stakeholders across the company.

Responsible for a £4 Million yearly ad spend, achieving significant revenue growth in multiple markets: • Boosted revenue by 70% within the first 3 months, driving substantial growth across Canada, South Africa, Hong Kong, and Nigeria. • Managed PPC accounts for several Meta markets, continuously optimizing strategies to maximize revenue. • Reported weekly and monthly account performance to the Head of PPC and the Strategy team, highlighting revenue gains and key insights. • Conducted regular account optimizations aligned with monthly KPI targets to sustain and enhance market performance. • Partnered with the SEO, Display, and Content teams to launch impactful international projects. • Proposed innovative marketing initiatives and tested new Betas to identify high-growth opportunities. • Developed and managed app campaigns, including Universal App, contributing to increased brand reach and revenue.

Led a £10 Million annual ad spend, achieving notable brand awareness growth across diverse international markets: • Orchestrated PPC strategies for two major brands across France, Norway, Poland, the Netherlands, Sweden, and Denmark on Google and Bing, significantly boosting brand visibility in each region. • Leveraged advanced bid optimization techniques and data-driven strategies to maximize campaign reach and engagement, making a measurable impact on market presence. • Developed and delivered daily, weekly, and monthly performance insights, building custom reporting tools in Microsoft Excel to provide dynamic, actionable insights for stakeholders. • Mentored new team members in reporting and account optimization, fostering expertise that consistently drove improved campaign results. • Pioneered A/B testing and introduced new Beta features, leading to fresh creative approaches and enhanced campaign effectiveness. • Spearheaded the launch of mobile app campaigns as a new, high-potential channel, successfully scaling this untested format to drive brand growth and awareness across all targeted markets.

Gained essential hands-on experience in account management at Digitas UK (part of Publicis Groupe), where I developed the skills to independently manage campaigns for prestigious brands like Eurostar, Disney, Stena Line, and Motorola, under the mentorship of a senior manager. • Learned to optimize international accounts daily, utilizing best practices and advanced tools like Marin and DS3 to elevate campaign performance. • Developed skills in performance analysis, conducting in-depth reviews to identify strategic improvements and drive impactful results. • Mastered A/B testing techniques for ad copy and landing pages, enhancing conversion rates and engagement through targeted refinements. • Gained expertise in reporting, delivering detailed weekly and monthly insights with actionable recommendations for continual optimization. • Built and launched full-scale campaigns, applying competitor analysis to strengthen positioning and maximize brand impact. This role provided a pivotal foundation in my career, where I acquired and applied core skills in account optimization, strategic analysis, and campaign execution in a fast-paced, data-driven setting.

Developed extensive expertise in SEA at Steak Digital (now part of the Dentsu Aegis Network), where I mastered best practices in paid advertising alongside highly experienced professionals. I had the opportunity to manage campaigns for prestigious brands such as NetJets Private Jets, Allianz Insurance, and Equifax, further strengthening my strategic and operational skills in digital marketing.

My first experience in paid advertising took place at Starcom, a leading agency under the Publicis Group.