Christine Latchiah

With six years of Paid Media experience across Google, Meta, TikTok, YouTube, and LinkedIn, I specialise in turning paid media budgets into scalable business growth. My marketing journey began in global EdTech at 2U (GetSmarter), where I managed Paid Media performance across marketing portfolios for world-renowned institutions like Yale, Stanford, and UCT. I utilised Analytics Platforms such as Tableau and project platforms such as Asana.

I moved to Brandright, a client-facing role, where I crafted integrated digital strategies and led creative teams for brands across the skincare, solar, heating solutions, and education sectors. To deepen my focus on direct revenue growth, I joined Lead Capital. Working solely alongside the Director of Marketing, I took ownership of driving high-quality leads for international immigration assessments.

By establishing a tight feedback loop with the sales department, I used real-time sales insights alongside Power BI and Google Analytics to relentlessly refine our paid media channels. This data-driven approach directly maximised sales efficiency, ensuring agents spent their time converting hot leads rather than chasing cold data. Today, I bring this strategic toolkit to Trafficbrand.

Blending deep analytics with creative campaign execution, I audit, refine, and scale paid media strategies and manage big budgets for a diverse roster of clients—ranging from automotive and transport to luxury home heating. I don't just manage ad spend; I build strong client relationships and data-driven frameworks that deliver results.

Paid Media Manager - Trafficbrand Paid Media & Analytics Agency

(2025-10)

• Crafting strategic communications with branding representatives, key client stakeholders, copywriters, and graphic designers.
• Using brand guidelines to compile compelling copy and align campaigns to key target markets.
• Performing competitor analysis on Google and social media platforms.
• Utilising a marketing analytics platform such as Google Analytics to inform marketing strategies.
• Crafting social media strategy and launching, monitoring, and boosting posts for brand awareness and leads.
• Planning an online digital strategy for the goals of awareness, sales, and leads.
• Creating, executing, and optimising campaigns and scaling performance for success.
• Providing monthly and quarterly reports for key stakeholders and campaign proposals.
• Budget forecasting for yearly planners.

Paid Media Manager - Brandright: Creative Media Agency

(2024-04 - 2025-09)

• Crafting strategic communications with branding representatives, key client stakeholders, copywriters, and graphic designers.
• Using brand guidelines to compile compelling copy and align campaigns to key target markets.
• Meeting with clients and aligning campaigns with business goals.
• Managing digital marketing and strategic branding across a diverse scope of industries, including UCT Online High School, recruitment, home improvement & lifestyle, skincare, healthcare, and dentistry.
• Launching campaigns across Search, Display, YouTube, Performance Max, and Demand Generation.
• Performing competitor analysis on Google and social media platforms.
• Crafting social media strategy and launching, monitoring, and boosting posts for brand awareness and leads.
• Planning an online digital strategy for the goals of awareness, sales, and leads.
• Creating, executing, and optimising campaigns and scaling performance for success.
• Providing monthly and quarterly reports for key stakeholders.
• Launching and managing social media campaigns on Meta and B2B campaigns on LinkedIn.
• Creating videos using Canva for paid video campaigns.
• Creating budget proposals for online campaigns.
• Performing market and competitor research for marketing strategy.
• Working with junior members for troubleshooting and teaching them how to perform their duties on all platforms.
• Utilising Asana and Slack for daily task management and meeting deadlines.
• Creating communication presentations and dashboards.

Paid Media Manager - Lead Capital Group

(2022-05 - 2024-03)

• Planning and execution of Google campaigns and paid social campaigns, including TikTok, and scaling performance.
• Driving high-quality leads to the conversion department and the retention department (sales teams).
• Assisting with creating high-converting landing pages for successful conversion.
• Conversion funnel optimisation on the website.
• Utilising demographic and behavioural data from Google Analytics & Power BI software to optimise campaigns and adjust strategy.
• Creating and providing reports to key stakeholders in the company.
• Providing competitor analysis reports.
• Collaborating with the team on multiple projects, for example, brand strategies and reporting templates.
• Providing briefs for other teams (including design and video).

Paid Search Media Manager - 2u/GetSmarter

(2020-02 - 2022-04)

• Formulating paid Search strategy to increase university course enrollments.
• Keyword research and competitor analysis.
• Planning campaign budgets, the launch phase, and reporting on the university's short courses' performance in terms of leads and sales.
• Utilising Asana software for daily task management and meeting deadlines.
• Managing massive budgets across UK, US, and South African university portfolios.
• Building reports on Tableau and reporting to stakeholders.
• Setting up and managing SA360 accounts.
• Collaborating with marketing, brand strategy, content, and social leads on strategy adjustments and performance.

Bachelor of Social Sciences - Environmental Management - UCT

Postgraduate Certificate - Education - UCT