Denitsa Asenova

About

Performance marketer who owned a $60K–$85K/month blended budget for a high-intent, event-driven hospitality/nightlife account (VIP rooms/group reservations). Built full-funnel acquisition across Meta, Google Search/Display, and TikTok with GA4/GTM tracking, using rigorous one-variable testing and marginal-ROAS-based spend allocation to cut CPA (28%), double retargeting CVR (2.1%→4.8%), and sustain 3.5–5x ROAS while scaling peak-weekend revenue.

Key Strengths

• Owned and managed $60K–$85K/month blended paid media budget across Meta and Google
• Drove VIP inquiry CPA down 28% within 90 days
• Improved retargeting CVR from 2.1% to 4.8% via layered audience pools and messaging tests
• Maintained 3.5–5x blended ROAS on event-driven campaigns
• Increased weekend reservations volume 35–40% YoY during peak seasons
• Strong full-funnel system design with marginal-return-based budget allocation (system-level vs channel-level)
• Disciplined experimentation: one-variable-at-a-time testing; kills underperformers in 48–72 hours; validates against blended revenue
• Effective performance recovery via structured diagnosis (identified booking-page speed regression; reverted/simplified form; CPA normalized in 9 days)

Reference Highlights

• Works independently without close supervision
• Makes informed decisions
• Thoughtful approach to performance
• Clear accountability for outcomes
• Confident budget ownership
• Scales spend without sacrificing efficiency
• Close monitoring and timely adjustments
• Composed under pressure
• Controlled, clear decision-making when performance declines
• Reliable follow-through on timelines and budget targets
• Proactive, clear communication (no need to chase updates)
• Concise, factual, solution-focused updates
• Trusted judgment and discipline with budgets
• Client-ready as primary paid media owner

Experience

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