David H.

Associate Media Director @Fusion92

Efficiently scaled an account from 1,100 to over 1,800 dental offices, reducing CPL (cost per lead) byapproximately 60% and CPA (cost per acquisition) by 25%, while enhancing overall efficiency and processes forscaling additional channels, such as PMax and/or LSA, based on performance and need.Developed and executed integrated media strategies for diverse client campaigns, managing multimillion-dollarbudgets to drive optimal performance and ROI.Collaborated closely with creative teams to refine and enhance brand messaging, ensuring alignment with overall marketing objectives.Analyzed market trends and consumer data to inform strategic media planning and decision-making processes.Oversaw comprehensive campaign performance metrics, delivering actionable insights, and recommendations to optimize results.Trained and mentored junior staff on industry best practices, advanced tools, and emerging trends, to foster professional growth.Presented strategic recommendations and performance reports to clients and stakeholders, facilitating informeddiscussions, buy-in, and channel selection, including Search, Shopping, and PMax, Google Ads, Bind Ads.Developed tools to help scale an account to over 1,800 offices, with separate goals and budgets for each office.Increased ROI of over 100% through channel and creative testing with search and Pmax, along with biddingstrategies.A/B testing bid strategies tCPA vs. tROAS yield a lower overall CPA, leading to a strategy pivot and a scaledwinner.