Meta Media Buyer, Lead Generation at US Home Improvement Marketing Agency (under NDA) (Present)
Sole media buyer on 25+ US roofing, siding, and kitchen and bath accounts, managing about $70K a month in Meta spend.
- Launch, monitor, and optimize lead campaigns for website leads and instant forms, using ABO to test and CBO to scale.
- Judge every account on CPL and lead quality together, tracking leads through to submitted applications, not CPL alone.
- Build every ad from a creative brief and test one angle across statics, collages, and UGC video on multiple accounts.
- Diagnose CTR, CPM, delivery, and funnel drop offs before changing budgets or creative, and flag what to scale, fix, or pause.
- Planned, launched, and scaled purchase campaigns, reaching PHP 1.2M monthly sales at about 4.1x ROAS.
- Built ABO and CBO structures for testing, budget allocation, retargeting, and controlled scaling while protecting CPA and ROAS.
- Researched competitors, customer pain points, offers, and angles to brief static ads, UGC videos, B roll, testimonials, and hooks.
- Refreshed fatigued creatives and audiences to keep winning campaigns profitable as spend grew.
- Diagnosed an ecommerce ROAS drop from 1.96x to 1.12x to the website, not the ads, after add to cart rate fell 52%.
- Set lead gen KPI targets from client economics and made pause and scale calls on CAC, not CPL.
- Ran a Meta readiness audit and a full market research pack carried through to a shoot ready UGC brief.
Meta & TikTok Media Buyer / Creative Strategist, Ecommerce & Digital Products at Freelance and Agency Clients (2024 – Present)
- Planned, launched, and scaled purchase campaigns, reaching PHP 1.2M monthly sales at about 4.1x ROAS.
- Built ABO and CBO structures for testing, budget allocation, retargeting, and controlled scaling while protecting CPA and ROAS.
- Researched competitors, customer pain points, offers, and angles to brief static ads, UGC videos, B roll, testimonials, and hooks.
- Refreshed fatigued creatives and audiences to keep winning campaigns profitable as spend grew.
FAMA Elite Training Case Studies at Facebook Ads Mastermind Academy PH (2026)
Training work with anonymized brands.
- Diagnosed an ecommerce ROAS drop from 1.96x to 1.12x to the website, not the ads, after add to cart rate fell 52%.
- Set lead gen KPI targets from client economics and made pause and scale calls on CAC, not CPL.
- Ran a Meta readiness audit and a full market research pack carried through to a shoot ready UGC brief.
Customer Support, International Accounts at Telus International (2023-01 – 2025-01)
Handled US and UK customer inquiries and escalations, documented claims, and worked in CRM, insurance, and ride sharing systems. Built the clear, calm client communication brought to every account.
