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MICHAEL SHINNICK
Senior Paid Media & Digital Marketing Leader specializing in performance and demand generation
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About
Paid media specialist with experience owning high-spend ($50K+/month) B2B SaaS accounts across Google Search, LinkedIn, Meta, and TikTok. Demonstrated measurable pipeline impact (50% QoQ lift in Opportunities) through disciplined creative/audience testing and strong client communication, including successfully pushing back on a bid-strategy change that hurt conversions and restoring performance by returning to Max Conversions.
Experience
Education
Key Strengths
- Managed $50K+/month multi-platform paid media across Google Search, LinkedIn, and Meta
- Drove 50% QoQ increase in Opportunities for a visitor management software client
- Structured full-funnel paid media system across Meta (full funnel), TikTok (TOFU), and Google Search (BOFU) with supporting PMax/YouTube/Display
- Methodical testing framework: one variable at a time with defined minimum sample sizes and ~50 conversions before evaluation
- Creative testing discipline (multiple copy variants per campaign) optimized to Opportunities and MQL volume
- Diagnosed conversion decline from switching Google bidding to Impression Share; influenced client to revert to Max Conversions and restored volume
- Clear client-safe communication of performance data via presentations with metric definitions for broader stakeholder understanding
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