Lorenzo Nero

Paid Media Data Analyst Specialist with hands-on experience analysing and optimising multi-platform campaigns across Meta, Google, TikTok, Snapchat, X, and Microsoft Ads. Proven track record supporting performance across multi-million-dollar budgets, combining deep analytical capability with practical campaign insight to identify growth opportunities, improve efficiency, and inform scalable paid media strategies. Known for translating complex cross-channel data into clear, actionable recommendations that influence budget allocation, targeting, and performance outcomes.

Analyst at The Media Image (2024-12 – Present)

• Own performance analysis and optimisation across multi-platform paid media campaigns spanning Meta, Google, TikTok, Snapchat, X, and Microsoft Ads
• Manage budget pacing and forecasting across campaigns exceeding $20M+ in ad spend, ensuring efficient allocation and alignment with performance targets
• Designed unified dashboards consolidating 6+ channels, improving cross-platform visibility and decision-making speed
• Developed KPI frameworks to evaluate audience, creative, and placement performance — enabling structured optimisation strategies
• Conduct cross-platform performance analysis (SKAD, weekly comparisons) to identify inefficiencies and scaling opportunities
• Execute Search Query Reports (SQRs) and conversion validation to improve targeting precision and campaign efficiency
• Deliver recurring insights and ad hoc strategic recommendations to stakeholders, influencing optimisation and budget decisions
• Operate independently across multiple accounts, managing priorities and workflow with minimal oversight
• Identified underperforming search queries via SQR analysis, contributing to improved traffic quality and reduced wasted spend (~10–20% efficiency gain)
• Highlighted high-performing audience segments across platforms, supporting budget reallocation toward top-converting cohorts
• Improved reporting structure and KPI standardisation, reducing decision-making friction and enabling faster optimisation cycles

Analyst Intern at Industrial Development Corporation (2024-01 – 2024-11)

• Led end-to-end quantitative analysis on high-impact projects, including Green Hydrogen initiatives
• Built financial and forecasting models to evaluate macroeconomic and policy-driven changes
• Delivered dashboards and reports to support senior-level strategic decision-making
• Defined KPI frameworks and improved measurement approaches across projects
• Conducted market and trend analysis across global sectors to inform investment insights
• Ownership of complex project research, analysis of high-impact policy and economic trends, KPI reporting, and decision-support for senior analysts

Bachelor of Science Honours in Mathematics – University of the Witwatersrand

Bachelor of Science in Mathematics and Economic Science – University of the Witwatersrand (2022)

Matric Certificate – Little Flower School (2016)