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Raisa McDonald
Senior Digital Marketing Manager specializing in paid media and lead generation
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About
Performance marketer focused on hospitality (hotel + F&B) who owned multi-platform paid media (Google/Meta/Bing) to drive direct bookings and restaurant event leads. Delivered a major ROAS lift on Google Ads (~2:1 to ~25:1) and rapidly grew retargeting audiences (<1K to 10K in 60 days), while navigating creative fatigue and competitive keyword constraints with disciplined testing and auction-insights-driven decisions.
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Key Strengths
- Improved Google Ads ROAS from ~2:1 to ~25:1 for a hotel
- Scaled retargeting audience from <1K to 10K users in 60 days
- Multi-platform paid media ownership across Google, Meta, and Bing
- Structured creative and landing page A/B testing to drive conversions
- Pragmatic test/kill decision-making using CPC, booking window, and auction insights (FIFA/World Cup campaign)
- Drove midweek hotel bookings via promotional strategy during slow season
- Client-safe performance communication (simplifying metrics and tradeoffs)
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