Diego W.
Senior Paid Media Manager
Compare at US rates $30,000/mo?
AI Experience
Notable Highlight
14+ years of hands-on paid media experience across Google Ads and Meta Ads, with strong DTC/e-commerce exposure. Managed up to $1.5M-$1.6M in annual paid media spend from the brand side, including external agency oversight. Skilled at challenging agency recommendations, performance testing, and driving product-specific acquisition strategies. Works hands-on with ChatGPT, Claude and Gemini - the AI Experience section above has the examples.
Experience Summary
14+ years of hands-on experience in paid media and performance marketing across B2B, B2C, and DTC e-commerce environments, spanning fashion, health, technology, SaaS, jewelry, automotive, and supplements. Extensive expertise managing Google Ads and Meta Ads, with 14 years of Google Ads experience and 10 years of Meta Ads experience, covering full-funnel acquisition from awareness through direct sales. Google Ads experience includes Search, Performance Max, Shopping, Display, remarketing, and Video campaigns. Additional proficiency with LinkedIn and Bing Ads, plus broader acquisition channels including SEO, email marketing, attribution modeling, and AI/AEO. Managed external agencies from the brand/client side, setting performance expectations, challenging generic recommendations, and holding agencies accountable for adapting strategies to specific products and business needs. Led weekly performance calls, monthly business reviews, and long-term strategic roadmaps. Strong DTC and e-commerce background, most recently as Paid Media Lead for a jewelry e-commerce brand in Brazil. Managed annual paid media budgets of approximately $1.5M-$1.6M across search and social, employing a structured testing approach focused on prioritizing high-revenue products and isolating individual variables including landing pages, audiences, creatives, and keywords.
Key Achievements
Reduced CPA by 44% and increased qualified leads by 60% for Mission AC & Plumbing (Houston) through search-term control, testing, and CRO improvements. Managed multi-million-dollar annual media budgets at HIAE in a highly regulated healthcare environment. Scaled acquisition programs across multiple verticals (B2B, SaaS, healthcare, e-commerce, local services) for remote US, European, and Brazilian organizations over 14+ years.
Skills
Brings hands-on experience across Paid Media Strategy and Performance Marketing, Google Ads - 14 years of hands-on experience, Meta Ads - 10 years of hands-on experience, Google Search, Performance Max and Shopping. Also works across:
- Display and Video
- Meta Ads - Full-Funnel Campaign Management
- Paid Social and Paid Search
- DTC / E-commerce Growth
- Agency and Vendor Management
- Budget Management and Performance Optimization
- Campaign Structure and Account Optimization
- Conversion and Acquisition Strategy
- Audience and Keyword Strategy
- A/B Testing and Experimentation
- Landing Page and Creative Testing
- Product-Level Performance Analysis
- Attribution Modeling
- SEO and Email Marketing
- AI / AEO
- Asana
- Monday and Trello
- ChatGPT
- Claude and Gemini
Work Experience
Senior Paid Media Manager
HIAE · Remote · May 2022 - Present
- Own multi-channel paid acquisition strategy across Google Ads, Meta and LinkedIn, connecting media investment, CRM data, attribution and pipeline outcomes to guide budget allocation and growth decisions.
- Manage multi-million-dollar annual media investment in a highly regulated healthcare environment, optimizing channel mix and spend against business KPIs, lead quality and return.
- Oversee HubSpot/Salesforce integrations and advanced measurement through GTM and GA4 to connect campaign performance with downstream pipeline.
- Lead performance analysis and executive reporting through GA4 and Looker Studio, translating channel data into actionable business decisions.
- Build, mentor and scale paid media capability while partnering cross-functionally on testing, measurement and acquisition priorities.
Independent Paid Media Consultant
SE · Remote · May 2023 - Present
- Advise and execute full-funnel paid acquisition programs for US and European clients across local services, SaaS, healthcare-related and agency environments.
- Manage Google Ads, Microsoft Ads, Meta and LinkedIn programs, combining campaign architecture, bidding, measurement, landing-page analysis and lead-quality optimization.
- Reduced CPA by 44% and increased qualified leads by 60% for Mission AC & Plumbing through search-term control, testing, audience refinement and funnel/CRO improvements.
- Served as dedicated remote PPC specialist for complex, regulation-constrained pharmaceutical campaigns across a multi-brand B2B/B2C portfolio at UM.
Performance Specialist (PPC)
a previous company · Curitiba, Brazil · Sep 2017 - Sep 2019
- Led paid acquisition across Google Ads, Meta and programmatic channels for a B2B HR SaaS platform, supporting MRR growth and user acquisition.
- Built retargeting and remarketing programs and used performance data to improve funnel efficiency and customer value.
- Connected SEM and audience insights with broader acquisition decisions and ongoing campaign optimization.
Freelance Consultant & PPC Analyst
VC · 2013 - 2017
- Managed Google Ads, Shopping and paid acquisition for e-commerce, retail and service businesses, including high-volume seasonal campaigns.
- Built foundational tracking, account structures and performance frameworks for clients at different stages of digital maturity.