Paid Media Marketing Manager
I turn ad spend into pipeline.
Senior paid media strategist with experience across
Google, Meta, LinkedIn, Reddit, and Demandbase.
Building impactful campaigns for B2B, B2C, and ABM.
Impact of my work has included:
67%
Reduction in cost-per-click (CPC) within 3 months
$23.8M
Pipeline influenced in 6 months of paid media ads
3:1
Return on Ad Spend (ROAS) within 3 months
What I bring to the team
In practice: less friction, faster momentum, better results.
Foundation Builder
I’ve built frameworks from zero and I’ve also walked into messy, ad hoc setups that I’ve re-architected for scaling efficiently.
Collaborator
I show up as a teammate first, curious about how my work impacts others, and quick to find how I can make their work easier.
Independent Executor
I’m comfortable with not having a set structure handed to me, working best in places that value autonomy and transparency.
Case Studies
Real campaigns, real numbers, and a brief look at the thoughts behind them.
Competitor Dominance
- Challenge: One provider had held the market for years. When the official provider list was opened up to four (including us), the goal wasn’t just new demand, it was pulling customers off a name they’d defaulted to by habit.
- Strategy: Google Search conquesting campaign against the incumbent, paired with Meta and Reddit creative that leaned into the competitor’s known weak points without naming them, plus geo-targeting their core stronghold.
- Results: Google Search conquesting delivered a 10% outranking share against the main competitor and an 84% ‘position-above’ rate when going head-to-head, with competitor-targeted ads converting at 14.53%.
ABM Across the Funnel
- Challenge: Existing ABM efforts were ad hoc and minimal. Coordinated, multi-channel plays were needed that used intent data to move prospects through the funnel, and brought sales and marketing efforts into alignment.
- Strategy: Built a new ABM program from scratch across LinkedIn and Demandbase. Tailored assets across four primary industries included ad messaging, landing pages, downloadable value reports, and sales battle cards. Automations synced Demandbase and LinkedIn to serve the right ad at the right journey stage, and alerted sales in Salesforce when an account showed real intent.
- Results: Drove $23.8M in influenced pipeline in six months, which was a 25% increase over the previous period.
15 years of experience in marketing in B2B and B2C, including:
SKILLS: paid media strategy and execution | campaign setup | audience targeting | journey stage segmentation | bidding strategies | buyer intent | keyword research | messaging development | landing pages | conversion tracking | A/B testing | reporting | budget management | performance presentation | ABM | cross-functional collaboration
PRIMARY PLATFORMS: Google Ads | Meta Ads | LinkedIn Ads | Reddit Ads | Bing Ads | Demandbase Ads | GA4 | GTM | Looker | Semrush | Salesforce | Pardot
Quick to learn new platforms and concepts
Helen Hayward 