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Maria Fernanda Andrade
Senior Performance Marketing Specialist specializing in global paid media
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About
Contract/freelance paid media specialist who personally managed a high-spend ($50K–$80K/month) ecommerce cycling brand across Meta and Google. Drove measurable gains including ROAS improvement (~3.2 to ~5.2), ~$330K+ tracked revenue on an ~$80K peak-month spend, and ~20% CPA reduction through structured creative/audience testing, feed optimization, and profitability-focused campaign management.
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Key Strengths
- Owned and optimized a $50K–$80K/month ecommerce paid media budget across Meta and Google
- Improved blended ROAS from ~3.2 to ~5.2 while scaling spend
- Peak month: ~$80K spend driving $330K+ tracked revenue
- Reduced CPA by ~20% through optimization and testing
- Strong full-funnel channel strategy across Meta/Google/TikTok with KPI-driven allocation
- Methodical testing with thresholds (minimum impressions/conversions; 15–20% lift vs CPA/CTR/CVR targets) to scale/kill experiments
- Performance recovery playbook: addressed creative fatigue, retargeting saturation, and search caps to lift conversions ~25% and restore ROAS/CPA targets
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