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Kelsey Means
Mid-level Marketing Manager specializing in marketing operations, paid media, and full-funnel growth
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About
Paid media performance marketer with hands-on ownership of $100K+/month Meta Ads spend for a luxury jewelry brand, using creative-first testing and funnel-building tactics (e.g., giveaways) to expand retargeting pools and drive attributed sales. Also experienced structuring full-funnel systems across Meta/TikTok/Google and diagnosing Performance Max declines by refining audience signals and bidding to improve lead quality and CPL.
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Key Strengths
- Owned $100K+/month Meta Ads spend for a luxury jewelry brand
- Creative-first paid social testing to drive engagement and funnel growth
- Drove ~300K impressions and expanded retargeting audience via giveaway campaign
- Generated ~$15K in attributed sales through follow-up conversion campaigns
- Full-funnel channel allocation across Meta/TikTok (awareness) and Google (high-intent + retargeting) using marginal returns (CPA/ROAS/quality)
- Disciplined experimentation: isolates variables and waits for learning phase/data sufficiency before decisions
- Performance recovery on Google Performance Max by tightening audience signals (in-market/custom intent), refining messaging, and adjusting bidding to improve lead quality and reduce CPL
- Client-safe communication of performance tradeoffs with clear, non-technical explanations
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