Growth & PerformanceRole: Performance Marketing & Acquisition Lead
Paid Social Growth & Fundraiser Acquisition: Deploying ~$1M Budget at Scale
Directed direct-response performance media deploying over $1,000,000 annually across Meta and emerging channels with rigorous unit economics and CAPI tracking.
Performance MarketingPaid Social GovernanceMeta Conversions APIUnit Economics
Primary Quantified Result$1M+Annual Spend ManagedScaled budgets while steadily lowering acquisition costs per active fundraiser.
Objective & Landscape
With digital media costs escalating and signal loss from mobile operating system privacy changes, acquiring new supporters requires scientific discipline rather than brute-force spend.
Our charter was to deploy and steward a seven-figure annual media budget across Meta and secondary platforms, acquiring high-propensity peer-to-peer fundraisers whose network effects would drive sustainable exponential returns.
Strategic Execution Framework
- Server-Side Tracking (Conversions API): Implemented resilient server-to-server event tracking (CAPI) to bypass browser ad-blockers and cookie restrictions, restoring attribution fidelity.
- Creative Modular Testing Matrix: Iterated on visual hooks, emotional narratives, and clear value propositions across video, carousels, and user-generated testimonials.
- Pacing & Capital Governance: Built automated anomaly detection scripts and real-time ROAS dashboards to reallocate daily capital away from decaying ad sets toward high-efficiency cohorts.
Bottom-Line Results
- Sub-$25 Blended CPA: Consistently acquired active campaign creators well beneath target acquisition thresholds.
- Over $1M Annual Capital Stewarded: Sustained double-digit year-over-year acquisition volume growth.
- Robust Downstream LTV: Acquired cohorts exhibited top-decile engagement during institutional giving days.
Strategic Organizational Impact
Proven rigor in direct performance marketing stewardship and capital efficiency.