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Vanessa Serp
Director-level paid media strategist specializing in omnichannel digital advertising
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About
Performance marketer with deep CPG and health/nutrition experience who led a $14M annual account across YouTube, CTV, Meta, Search, DOOH, and major retail media networks. Stands out for balancing ROAS with new-to-brand growth, including a 200% increase in NTB purchases at $15 ROAS and disciplined incrementality testing across channels.
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Key Strengths
- Owned strategy and execution for a $14M annual CPG media account
- Led integrated omnichannel campaigns across upper- and lower-funnel platforms
- Drove 200% growth in new-to-brand purchases while maintaining $15 ROAS
- Strong retail media and marketplace advertising expertise
- Structured market-level tests to measure DOOH impact
- Delivered 20% lift in brand awareness and 7% lift in purchase intent from DOOH testing
- Diagnosed performance tradeoffs between ROAS and NTB acquisition
- Improved NTB performance by restructuring paid search into manual and auto campaigns
- Data-driven budget allocation based on audience behavior, funnel stage, and platform economics
- Managed a team while leading planning, strategy, execution, and reporting
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