Susannah Stocks

Proactively established YouTube as an always-on performance channel, integrating it into Ocado's core media mix for the first time.

Grown

YouTube performance budget to 120k monthly.

Optimised

YouTube performance using econometrics insights—restructured campaigns, adjusted budgets, and implemented best-practice creative, increasing ROI from £0.03 to £0.69. Led creative collaboration between Google and EAT (in-house creative team), producing best-in-class, channel-first YouTube assets. Resulted in a 67% drop in CPA and a 95% increase in view-through rate (VTR).

Programmatic & Video Manager at Ocado (2024-01 – Present)

• Proactively established YouTube as an always-on performance channel, integrating it into Ocado's core media mix for the first time. Grown YouTube performance budget to 120k monthly.
• Optimised YouTube performance using econometrics insights—restructured campaigns, adjusted budgets, and implemented best-practice creative, increasing ROI from £0.03 to £0.69.
• Led creative collaboration between Google and EAT (in-house creative team), producing best-in-class, channel-first YouTube assets. Resulted in a 67% drop in CPA and a 95% increase in view-through rate (VTR).
• Executed conversion and geo-lift studies to calibrate the econometrics model, boosting YouTube ROI by 2200% YoY. YouTube became a key contributor in the channel mix with the finding that 22% of tracked conversions are incremental.
• Leveraged Ocado's first-party data and Google audiences to optimise 'convert' and 'consider' tactics on YouTube which saw a 24% uplift in customer acquisitions through investing more in the mid-funnel. We then implemented a similar strategy across social and saw ROI on social increase 34%.
• Transformed display strategy to prioritise revenue growth, working with Havas to build and deploy custom algorithms that optimised spend and drove measurable uplift in return on ad spend. Saw an increase in display ROI from £0.30 to £1.20.
• Rigorously tested programmatic performance and across different DSPs, optimising budget across more incremental DSPs, this saw CPA fall 72% YoY.
• Launched a structured test-and-learn agenda across YouTube and Display; A/B creative testing revealed organic social assets delivered 26% lower CPA than the Q1 average.
• Built strong cross-functional partnerships with creative teams and the media agency (EAT, Havas, and Google). Co-led quarterly business reviews with Google, presenting to the Chief Customer Officer and securing additional Q3 budget for YouTube.
• Partnered with the brand team to manage full-funnel YouTube campaigns, increasing brand engagement and driving measurable conversions; leveraged assisted conversion reporting to attribute impact across the funnel.
• Partnered with Google and Havas to design and execute sophisticated incrementality testing, uncovering new growth opportunities and driving data-led optimisation across campaigns.
• Collaborated with data insights and Route1 to analyse our voucher offer effectiveness; Led discussions around strengthening the voucher offer across display and social over school holidays which is due to be tested.
• Led the warm-weather mitigation plan across Brand, PR, Digital, and Insights— aligned tactical responses on driving acquisitions in warmer weather. Developed heatwave tailored assets with the creative team for social and programmatic to drive acquisitions in warmer weather.

Programmatic Manager at OMD (2022-01 – 2023-12)

• Led onboarding of the British Airways account to OMD, establishing new workflows, budgeting processes, and account hygiene standards. Managed account audit.
• Forecasted global annual media spend and ROI, beating targets by 20% through an 'always-on' programmatic strategy using DCO creative rotation.
• Drove structural changes in DMP setup re-building campaign structure at line item level across Teads, TradeDesk and DV360, leading to +20% ROI across seven markets and a US budget increase.
• Managed £1M+ cross-channel campaigns with Visit Britain, including DOOH, podcasts, and homepage takeovers—resulting in a 15% lift in brand awareness.
• Mentored two junior executives and one senior, creating and following QA processes to maintain campaign quality.
• Collaborated with The Trade Desk to deliver and set-up the first full-funnel programmatic campaign for British Airways inclusive of DOOH, audio, online video and display.
• Owned global stakeholder relationships, campaign performance analysis, and strategy presentations for QBRs and senior client meetings.
• Collaborated on the agency pitch to win under-armour activity for OMD through strategic programmatic media plans and bespoke dynamic creative plans.

Senior Programmatic Manager - Social & Display at Essence Global (2020-01 – 2022-12)

• Managed high-budget programmatic campaigns across Sainsbury's, Argos, and sub-brands including Tu Clothing and Sainsbury's bank using DV360, The Trade Desk, and Verizon DSPs.
• Optimised paid social campaigns across the funnel (awareness, consideration, conversion), refining audience targeting, creative, and bidding strategies to maximise engagement at the top of the funnel and drive cost-efficient conversions at the bottom.
• Planned, activated, and optimised social campaigns via Sprinklr across Meta, Instagram, and Pinterest, aligning platform strategies with client objectives to deliver measurable growth.
• Owned end-to-end audience strategy, from brief response to deal activation; negotiated PG/PMP agreements and built strong publisher partnerships that improved performance efficiency and drove incremental value for Sainsbury's and exceeded campaign objectives.
• Implemented custom scripts for Sainsbury's Bank campaigns, reducing CPA by 45% through automated optimisation and performance tracking.
• Led quarterly business review presentations for key clients, translating campaign performance into actionable insights and strategic recommendations that influenced budget allocation and strengthened client relationships.
• Built automated pacing sheets (using Excel formulas and G-Sheets queries) and custom Data Studio dashboards integrated with Google Analytics streamlining reporting. These were utilised for 24hour reporting over Argos Black Friday campaigns.
• Drove brand safety across social and display by creating bespoke inclusion/exclusion lists in collaboration with external partners, ensuring compliance and safeguarding brand reputation.
• Leveraged capacity automation technology to dynamically target ads based on available grocery delivery slots, improving relevance and driving incremental conversions.
• Increased the VTR on always-on YouTube campaigns through in platform bid optimisations by 34% increasing our score in the account audit.

PPC Executive at Essence Global (2019-06 – 2020-11)

• Led PPC strategy and execution across clients including BT, JLL, and Npower—managed campaigns across Google Search, YouTube, GDN, Bing, and Yandex platforms.
• Delivered A/B testing on bid strategies and audience targeting; led client training sessions on PPC best practise and performance calls to drive understanding and optimisation.
• Conducted detailed Search Query Reports (SQRs) to identify negative keywords and optimize keyword targeting, enhancing campaign efficiency and reducing wasted spend; demonstrating strong analytical skills, attention to detail, and data-driven decision making.