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Zawadi Irungu
Mid-level PPC Media Buyer specializing in e-commerce and lead generation
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About
Performance marketer with hands-on ownership of a high-spend ecommerce account at Mass Reach, scaling Google-led media from $40K to $300K/month while generating over $1.2M in sales. Stands out for sophisticated cross-channel strategy across Google, Meta, and TikTok, plus a rigorous testing and attribution approach that includes statistical significance, Northbeam MTA, holdout tests, and deep PMAX diagnostics.
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Key Strengths
- Scaled ad spend from $40K/month to $300K/month at Mass Reach
- Drove over $1.2M in sales revenue from paid media
- Deep cross-platform paid media expertise across Google, Meta, and TikTok
- Strong full-funnel acquisition strategy across TOF, MOF, and BOF
- Data-driven testing framework with statistical significance standards
- Advanced Google Ads optimization using scripts, feed improvements, and search term mining
- Disciplined bidding strategy transitions based on conversion volume
- Strong attribution and incrementality mindset using Northbeam and holdout tests
- Effective PMAX troubleshooting and recovery
- Balances profitable scaling with ROAS, CPA, and AOV goals
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