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Joseph VanKlaveren
Senior Performance Marketing Leader specializing in high-spend paid media
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About
Performance marketing specialist with hands-on ownership of $50K+/month spend on the AdOn Network at RhythmOne, focused on driving new-user growth and on-site engagement. Known for rigorous, variable-isolated testing across keywords, placements, and ad copy, plus clear client reporting tied to engagement and efficiency metrics.
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Key Strengths
- Owned and optimized $50K+/month high-spend paid media account end-to-end (setup, pacing, optimization, reporting)
- Structured testing approach isolating variables (keywords, placements/site lists, ad copy) to improve efficiency and user quality
- Diagnoses performance declines methodically (supply/placement vs targeting vs creative) and restores results quickly
- Data-driven budget reallocation away from low-quality inventory toward highest-engagement segments
- Client-safe reporting focused on goal-aligned metrics (new-user volume, cost per engaged user, bounce rate, time on site, page depth) with clear recommendations
- Scales spend while maintaining/improving CPA and engagement through repeatable optimization framework
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