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Hripsime Melkonyan
Senior Digital Marketing Expert specializing in performance marketing and growth
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Performance marketer with hands-on ownership of $50K-$120K/month multi-market accounts across Meta and Google, including Search, Display, and YouTube. Stands out for a rigorous full-funnel testing methodology and a highly analytical approach to diagnosing stalled performance, with experience restoring efficiency after a sharp CPA increase and ROAS decline.
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Key Strengths
- Managed high-spend paid media accounts in the $50K-$120K/month range
- Deep cross-channel expertise across Meta, Google, YouTube, and TikTok
- Strong full-funnel media planning across TOFU, MOFU, and BOFU
- Disciplined testing framework for creatives, audiences, landing pages, and funnels
- Data-driven approach to avoiding false positives before scaling
- Optimizes based on combinations of creative, audience, funnel, and stage rather than isolated variables
- Systematic performance diagnosis using funnel, traffic quality, saturation, and tracking analysis
- Recovered declining account performance after CPA rose ~35% and ROAS fell from ~3.5 to ~2.4
- Focus on scaling revenue while maintaining stable CPA and improving ROAS
- Experience managing campaigns across US and European markets
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