Data driven + Paid advertising

Diego Merchan

I'm enthusiastic about paid advertising, where I focus on using data-driven approaches to optimize various business model funnels, ultimately boosting customer conversions and satisfaction.

In a world filled with data, reflecting on past experiences helps us gather valuable insights to navigate future challenges more effectively. By analyzing what has happened before, we uncover patterns and lessons that guide us toward better decision-making.

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Skills

Analytics

Analyzing vast amounts of data to uncover insights, identify trends, and make strategic decisions is essential. Analytics also involves recognizing the iterative nature of optimizing strategies based on recent analysis and adjusting strategies accordingly.

Detail oriented

Digital marketing optmizations, require a thorough eximanation of campaign compounds that exiges to take care of diverse elements as the budget, the creative assets, the bid, the messages, the audience and other important elements that at the end influence the result. A sucessful marketing campaigns takes into account the complexity of every aspect at the detail level.

Client centric

Clients are the driving force behind any company, and their satisfaction with the service provided is what enables a company to operate effectively and maintain a positive reputation in the market. Given that each client has a unique business model, it's essential to comprehend their priorities, objectives, and how they conceive integrating their perspective into marketing campaigns. Understanding the client is crucial, as is the ability to empathetically put oneself in their shoes.

Martech agility

The emergence of AI over the last two years has accentuated how groundbreaking technologies can transform workflows and daily tasks within the marketing environment. Understanding, learning, and integrating these technologies is an essential responsibility for adapting to a rapidly changing landscape. Martech agility involves comprehending new technologies and assessing their impact on daily marketing campaigns.

Time management

In a dynamic and ever-changing world where various tasks and deadlines often intersect, it is crucial to know how to prioritize key projects effectively to align with the company's overarching goals. Proper time management and strategic prioritization are essential practices for navigating tight timelines and adapting to sudden changes.

Interpersonal communication

Being able to communicate satisfactory with a team is a key element for carring out postive campaign outputs. Having a good relationship with all members of a team and being able to effectly communicate in an empathetic way is must have element in a team. The interpersonal communication is essential.

Trajectory

Adrien Paquet

Mentor as media trader

"Diego est un très bon élément, sérieux, organisé, dynamique, toujours enthousiaste et volontaire. Efficace dans toutes les tâches qui lui sont confiées, il a pu monter en compétences rapidement et prendre en charge de nouveaux sujets. C’est un plaisir de collaborer avec lui, je recommande !"

Amandine Mardelle

Team manager

"Diego a intégré mon équipe en tant que media trader et a été très vite opérationnel sur l'ensemble des missions qui lui ont été confiés. Sa maitrise des leviers marketing ( Google Ads, retail search, facebook ads), sa rigueur et sa vitesse d'apprentissage lui ont permis de prendre un portefeuille grands comptes stratégiques. Diego est une personne proactive qui s’implique dans son travail. Son sens du détail et de l’analyse font de lui un élément moteur. Je recommande vivement Diego sur des postes en marketing digital et stratégique. En résumé un excellent élément et je pèse mes mots."

Xin Zhao

Coworker

"En tant que Trafic Manager, Diego a fait preuve d'une compréhension approfondie des enjeux du domaine et il a su les appliquer de manière efficace dans tes responsabilités quotidiennes. Sa capacité à analyser les données et à prendre des décisions éclairées a été un atout majeur pour notre équipe. Diego a joué un rôle clé dans l'optimisation des campagnes, ce qui a permis d'obtenir des résultats significatifs pour nos clients. Je lui recommande vivement à toute entreprise qui recherche un professionnel compétent et dévoué!"

References

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Google Ads

Google search & shopping

Implementation, optimization, and reporting of campaigns in Google Search using planning tools such as Keywords Planner, Performance Planner, and Campaigns Test.
Ad copy and snippets development and testing.
Bid management and campaign group tools.
Focused on KPIs such as ROAS, CTR, and CVR.
Bid strategy centered in products category trends.
Selection and testing of products based on client needs.

Marketing tools

Meta Ads

Campaigns development oriented to brand recognition and leads generation.
Creating custom audiences acording to client's profil.
A/B testing using different ad copies and campaing assets.
Optimizations based on Meta formats performance and bid strategy.
Pixel creation for atributing conversions using mediametrics.

Display & Video 360

Management of Display campaigns using demand side platforms tools.
Campaign development in publishers media space previously negotiated.
Selecting audiences topics websides according to client's profile.
Campaign optimazations depending on client's budget spent preferences and goals.

Google Ad Manager

Management of company ad display spaces.
Optimization of display campaigns in company website according to client's product categories.
Development of campaign assets as product marketing images.

LinkedIn Ads

Audience targeting according to elements as size company, industry and job profile.
Development of sponsored content and dynamic ads.
Platform specialized for B2B funels.