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Michael Porter
Mid-level Paid Media Strategist specializing in performance marketing
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About
Performance marketer with hands-on experience managing and optimizing multi-channel paid media across Google, Meta, TikTok, SEO, and PPC. They stand out for practical campaign diagnostics—especially domain, device, and placement analysis—and for using those insights to lower CPL, improve lead quality, and exceed lead generation targets in competitive environments.
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Key Strengths
- Cross-platform paid media management across Google, Meta, TikTok, SEO, and PPC
- Strong optimization of display campaigns using domain, device, and placement analysis
- Performance-focused decision making using ROAS, CTR, CPM, clicks, and impressions
- Improved lead quality and lowered cost per lead through audience and placement refinements
- Strategic funnel planning with TikTok for awareness and Google/Meta for mid- and low-funnel conversion
- Competitive response strategy by shifting spend to less contested inventory
- Exceeded client lead generation estimate by moving delivery from mobile to desktop
- Client communication and presentation of campaign changes and results
- Collaborative troubleshooting with peers to diagnose stalled campaign performance
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