Performance Marketing & Paid Media
I came to marketing from the art world and from studying the psychology of decision making, and the human side is what excites me: understanding the audience, what they need and what actually moves them, and turning that into clear communication and good business decisions. I spent years on the agency and brand side. At MediaCom NY I built paid social strategy for Cartier, IWC, Siemens and Pella. At Movado Group I led performance marketing for three brands across the US, Canada and the UK, managing paid media strategy, multimillion dollar budgets and the agencies. Today I advise consumer brands and startups on performance marketing. I enjoy these conversations most with founders and marketers who are already running paid media and want to take it further, whether it's a single channel or the whole mix. We can talk about how to make your channels more efficient, where your funnel is losing money, how to split budget across channels, how to work with an agency, or how to step into your next role. I'm happy to dig into any performance question you bring. I've changed careers more than once myself, so I'm also happy to talk about that too. Outside of work, I'm a dog person, perfumery enthusiast, arts lover, and a recovering New Yorker currently based in Paris.
Happy to share everything I’ve learned from working in media agencies, moving to the brand side, and shifting from execution to strategy. Whether you're exploring a pivot, navigating growth in your current role, or just figuring out what’s next, I’m here to talk it through.
I’ve led demand generation initiatives for both consumer and B2B brands, building structured yet simple systems to attract and convert the right audience.
Growth marketing for me starts with understanding where the brand is in its journey and what growth actually means for the business. I’ve worked on both early-stage GTM strategies and scaling efforts for established brands, so I know the difference between scrappy experimentation and structured performance.
Most mindset blocks in marketing or career come from unclear direction, overload, or working from someone else’s definition of success. I’ve been through multiple career transitions myself and I can help pause, reframe, and reconnect with what matters.
I’ve run thousands of campaigns across Google, Meta, LinkedIn, and TikTok, from early-stage experiments to reliable, high-performing funnels. I can help you structure your campaigns, refine targeting, manage budgets, and develop creative that actually performs.
Used across various accounts to build everything from simple search campaigns to complex full-funnel strategies. I’m comfortable navigating its many formats and figuring out what mix actually drives results for each business.
I’ve run Facebook campaigns for everything from e-commerce brands with big budgets to B2B startups trying to crack lead gen. I’ve worked with custom audiences, Lookalikes, retargeting, and Advantage+ setups, and tested just about every creative format along the way. Whether it’s selling a product or getting the right leads in the door, I focus on what actually works, not just what looks good in Ads Manager.
One of the sources of truth to measure campaign results on the granular level. I’ve mostly used it with D2C clients to understand product performance, user behavior, spot drop-offs, and uncover opportunities across the funnel.
I’ve run hundreds of campaigns on LinkedIn for both large enterprise clients with multiple business units and small startups. I can help you navigate targeting, creative, and budgeting, whether you're just getting started or trying to improve performance.
I’ve worked on both agency and brand sides with B2B, B2C, and D2C companies. I specialize in paid media strategy and execution: running efficient, high-performing campaigns across major platforms, with deep expertise in audience segmentation, optimization, budget allocation, and balancing brand and performance goals.
I’ve worked closely with e-commerce teams and understand the unique rhythm of this industry: drops, seasonality, promo calendars, and margin pressure. At Movado, I led performance marketing specifically for the D2C part of the business, aligning paid media with merchandising, inventory, and site experience.
I’ve worked across the B2B spectrum: from running paid campaigns for large enterprise clients with multiple business units to advising early-stage startups on how to find their first customers.
I've supported B2C growth across a wide range of industries from luxury to lifestyle and food to home improvement. Whether the goal was high-touch storytelling or performance at scale, I focused on connecting brand and conversion through smart media and clear messaging.
Partner with B2B and DTC brands across climate tech, sustainability, and lifestyle sectors to drive growth through paid media, customer insights, and full-funnel strategy. Bring a sharp focus on performance, while integrating behavioral science and creative experimentation to unlock new opportunities and improve efficiency.
I led a performance marketing program for Movado Group’s portfolio (Movado, Olivia Burton, and Movado Company Store), overseeing paid strategy, cross-channel execution, budget allocation, and agency collaboration.
Main Clients: Siemens (corporate and 10 business units) Richemont Group (Cartier, IWC) Pella Windows&Doors
Created product vision and strategy, developed conceptual framework and user flow for platform that aimed to help making better decisions. Leveraged beta testing, data analytics and user research to develop core product personality measuring tools. Partnered with design and engineering teams on design concepts and product iterations
Research project: “Decision-making in Healthcare: Motivational effect of pictures on websites promoting healthy behavior”
Developed and maintained relationships with exhibitors for Elements Showcase beauty tradeshow (40 exhibitors) and Untitled Art Fair (96 exhibitors). Managed Elements Showcase digital properties to ensure positive online presence including web-site content creation, email marketing strategies and execution and social media management.
Lead planner for 6 worldwide exhibitions, 3 international conferences and 10 partners’ events – total attendance over 250,000 people. Coordinated all tactics of large-scale exhibitions from idea to completion including project search and selection, collaboration with artists and curators, art objects transportation, architectural and installation plans creation, and supervision of projects execution.
Oversaw privatization and revitalization of former non-profit craft shop into profitable exhibition space and design store. Curated artistic program for first year of operation. Nurtured relationships with artists, performers and art buyers.
Prepared and executed integrated strategic communications and marketing plans promoting exhibitions, collection displays, and events. Conceptualized, budgeted, and produced monthly exhibition openings. Determined invited guests and arranged press conferences and interviews. Worked with outside designers and creative agencies to guarantee materials matched brand and were completed on schedule and within budget.
