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Leonard Payne
Senior Performance Marketing Leader specializing in paid media, lifecycle/CRM, and analytics
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About
Performance marketer managing high-spend, multi-platform paid media for major brands (e.g., Navistar, Buick), with end-to-end ownership from strategy to reporting. Uses multivariate testing and trend-based budget reallocations to drive measurable lifts (27–60% KPI improvements) and significant outperformance (2.8x vs forecast), and has experience removing conversion friction by replacing lead forms with landing page + chat-based flows.
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Key Strengths
- Owned six-figure/month paid media account end-to-end (strategy through reporting)
- Cross-platform optimization across Google/Bing, Meta, Pinterest, LinkedIn, TikTok, Snapchat, X
- Multivariate creative/copy testing driving 27–60% KPI lift (platform-dependent)
- Data-driven budget reallocation based on QoQ trends; achieved 2.8x outperformance vs expectations
- Diagnosed funnel friction (lead form barrier) and improved performance by shifting to landing page + chat prompt
- Direct, client-safe performance storytelling with clear tradeoffs and expectation-setting
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