Oana Popa

As part of the growth team, I spearhead SEA user-acquisition strategy and hands-on execution, oversee multi-million-euro anualy budgets, and lead martech integrations that embed AI-powered optimisation. I orchestrate cross-functional initiatives with brand, web and product teams to drive scalable revenue growth across 14 direct-to-consumer markets. Key Achievements: - Operational Excellence – Raised paid-search lead share to 40% YoY, rebuilt lagging campaigns, delivering +28% direct placements/app users and a further 33% CPL drop. - Innovation & Martech – Integrated Amplitude and Braze for ad personalisation and cohort-level attribution; piloted Google Generative AI creatives that lifted traffic-to-lead conversion by 38% and cut acquisition costs by 22%. - Market Expansion Leadership – Led the SEA strategic launching on the US market and rolled out growth playbooks across 14 DTC markets and non-DTC clinics.

I managed a team of 6 Pay Per Click specialists, overseen €15 M+ in annual ad spend, and owned relationships with the agency’s top five accounts. Blending e-commerce and lead-generation growth-hacking strategies, I contributed to high-stakes pitches that kept Canopy among Romania’s premier performance marketing agencies. Key Achievements: - Team Operational Excellence – Streamlined workflows, trimming campaign launch time by 30% and enabling juniors to assume full account ownership within six months. - Client Strategy & Relationship Management – Engineered multi-channel roadmaps and budget allocations for clients while acting as primary liaison to media partners. - Data-Driven Optimisation – Built cohort-level dashboards and LTV models to inform weekly reallocations, lifting conversion volume by 35% and powering award-winning agency pitches.

As part of the digital marketing team, I owned end-to-end paid-media strategy and execution for retail products, CSR initiatives and brand campaigns, steering monthly and annual budgets while partnering with agencies and internal stakeholders to advance acquisition and brand equity across search and social. Key Achievements: - Leading the bank's online advertising campaigns strategy. - Responsible for the development and oversight of monthly and yearly online advertising budgets. - Supervised campaign setups and optimisation conducted by our agency while regularly providing insights to stakeholders. - Collaboratively integrated crucial online marketing tools in partnership with our agency. - Developed online advertising strategies for various online products and services.

- Designed and implemented high-impact digital marketing strategies for global eCommerce brands. - Managed substantial monthly ad budgets across lead generation and conversion-focused campaigns, consistently delivering ROI. - Analyzed customer journeys to refine targeting, optimize funnel performance, and boost campaign efficiency. - Led regular performance audits and delivered actionable insights for continuous improvement. - Mentored junior PPC specialists, developed training frameworks for interns, and contributed thought leadership through industry publications. - Proven track record with renowned brands including Estée Lauder, Yves Rocher, and Provident.

- Developed and executed comprehensive digital marketing strategies tailored to diverse business models, including eCommerce, lead generation, and brand awareness campaigns. - Managed and optimized multi-channel PPC campaigns across Google Ads and Meta platforms, delivering measurable results for clients in both U.S. and Romanian markets. - Strategically allocated and scaled large advertising budgets, ensuring ROI maximization and sustained campaign performance. - Conducted in-depth PPC audits, Conversion Rate Optimization (CRO) assessments, and UX/UI reviews, identifying friction points and presenting actionable improvement proposals. - Oversaw Google Ad Grant accounts for nonprofit and NGO clients, ensuring compliance while driving meaningful engagement and awareness. - Produced targeted, industry-specific blog content to support SEO and funnel engagement initiatives

- Created and optimized lead generation campaigns for U.S.-based real estate clients using Google Ads. - Set up and managed Search, Display, and Remarketing campaigns in line with best practice frameworks. - Conducted in-depth keyword and audience research, along with competitive landscape analysis. - Wrote ad copy for Google Ads and Facebook Ads, implementing A/B tests to improve performance. - Audited existing accounts and developed actionable proposals to enhance campaign efficiency.