Deborah Kiley

Senior Paid Media Specialist with 15+ years’ digital and paid-media experience, combining deep hands-on Google Ads, Microsoft Ads and Meta Ads expertise with multi-platform delivery across LinkedIn, TikTok, Spotify, Reddit and Snapchat. Experienced in building and running campaigns end to end: strategy, account structure, keyword and audience targeting, ad creation and copy, budgets and bidding, conversion tracking, testing, optimisation, analytics and client reporting. Long-term Google Analytics user (15 years), with GA4 and Google Tag Manager experience and a strongly analytical, data-driven approach.

Agency and entrepreneurial background spanning current work with Tweak Marketing, earlier London agency roles at McCann Erickson and Publicis Modem, and 10+ years running my own digital marketing consultancy. Comfortable working directly with founders, owners, senior leaders and marketing teams across SaaS/technology, eCommerce, charities, professional services, HR, healthcare, education, home improvement and other start-up/SME environments. Confident, personable, self-sufficient and used to taking full ownership of client performance.

Paid Media Specialist / Consultant - Tweak Marketing

(2026-05)

• Agency-side Google Ads and Meta Ads specialist, independently building, managing, optimising and reporting on multiple client accounts.
• Own campaign setup and day-to-day performance: account structure, targeting, search terms, budgets, ads, creative testing, conversion data and optimisation.
• Client portfolio includes Offgrid (renewable energy), AutoID (automotive accessories) and SCL Education; liaise directly with clients on performance, recommendations and next steps.
• Use analytics and conversion data to identify growth opportunities, while briefing in-house designers on paid-social concepts, messaging, variants and formats.

Founder & Performance Marketing / Digital Growth Consultant - An Idea Was Born

(2014)

• Founded and ran my own digital marketing business, working hands-on with start-ups, SMEs, founders and senior stakeholders across eCommerce, technology/SaaS, professional services, HR, healthcare, charities, home improvement and other sectors.
• Own paid acquisition from strategy through implementation: Google, Microsoft and Meta campaigns plus other paid-social channels; campaign builds, ads, targeting, budgets, tracking, optimisation, analytics and reporting.
• Coup de Coeur London: built an integrated Google, Meta, SEO, CRO and Klaviyo growth strategy; direct website sales increased 40%, income 35% and organic traffic 25% within six months.
• N&G Glass and Ark Wildlife: managed hands-on Google and Meta acquisition, creative/copy, CRO and performance optimisation. Also supported start-up clients including Liber8yourlife and technology/healthcare businesses.
• Worked with Ieso Health on digital activity including Spotify advertising, adding hands-on audio-platform campaign experience.

Paid Digital Media Manager (Contract) - RSPB

(2025-06 - 2025-11)

• Managed a seven-figure paid-media programme with core spend of approximately £100k per month plus seasonal investment across Google Ads, Microsoft Ads, Meta, TikTok and Spotify; also have hands-on Reddit campaign experience.
• Reduced CPA from £90 to £70 and improved conversion rates by 20% through structured campaign, audience, creative and landing-page testing.
• Managed substantial budgets and cross-channel performance with a strong focus on acquisition efficiency, measurement and actionable reporting.

Digital Marketing Manager (Contract) - CBM UK

(2025-11 - 2026-02)

• Restructured paid Google Ads and Google Ad Grant accounts, improving campaign architecture, keyword targeting, ads and landing-page relevance.
• Increased monthly paid Google Ads income from approximately £100 to £1,100; improved Meta Christmas Appeal ROAS from approximately 2:1 to 5:1.

Digital Fundraising Manager (Contract) - Menopause and Cancer

(2026-04)

• Own Meta lead-generation campaigns end to end, including setup, audience targeting, creative and messaging, optimisation, performance analysis and connected nurture journeys.

Digital Communications & Website Project - Engineering Development Trust (EDT)

(2023-02 - 2024-05)

• Ran Meta, Google and LinkedIn campaigns alongside email and organic activity for a STEM education charity; personally produced advertising assets and campaign copy.

Senior Digital Fundraising Officer (Contract) - The Salvation Army

(2024 - 2025)

Digital Lead, Sky WiFi - Sky

(2012 - 2014)

Digital Marketing - Cambridge Building Society

(2011 - 2012)

Digital Marketing Manager - COI

(2008 - 2011)

Account Director - McCann Erickson & Publicis Modem - London

(1993 - 2008)