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Dawn Siegel
Executive Marketing & Media Operations Leader specializing in paid media and operational excellence
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About
Performance marketer with hands-on ownership of a high-spend ($50K+/month+) financial services account running integrated campaigns across paid search, paid social, and programmatic (Google/Microsoft, Meta, TikTok, DV360, The Trade Desk, Amazon Ads, and more). Experienced driving new account openings against cost-per-open targets through audience/creative testing, sequential messaging and influencer-led upper funnel, and rigorous tracking/measurement in a highly regulated environment.
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Key Strengths
- Owned and optimized high-spend ($50K+/month) integrated paid media for financial services with account-open goals and cost-per-open targets
- Cross-channel budget shifting based on historical CPA/CPO by channel/partner to hit volume and efficiency goals
- Structured full-funnel media across TikTok/Meta (awareness), Meta/Google (consideration), and Search + retargeting (conversion)
- Disciplined creative testing approach using A/B challenger vs control with CTR/CPC/ROAS decisioning and brand-lift evaluation for brand objectives
- Experience operating within strict financial-services creative compliance constraints while still testing concepts/offers/formats
- Strong troubleshooting of performance drops by diagnosing tracking/tagging issues and managing client expectations around algorithm recovery
- Clear client communication via data-driven storytelling and pre-agreed testing/measurement plans to preserve reporting integrity
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