Maliya Rooney

About Maliya Rooney

Results-driven Integrated Marketing Strategist with a strong track record of using data and performance insights to shape high-impact, cross-channel campaigns. I specialize in aligning strategy, media, and creative to drive measurable business outcomes.My background spans creative, paid media, digital marketing, corporate communications, and campaign development. I’ve led initiatives across paid search, social, display, video, OOH, print, and more—leveraging tools like Google Tag Manager and analytics platforms to track performance and optimize in real time.I bring an analytical mindset and a collaborative approach to every project, working cross-functionally with creative teams, media partners, and analytics to ensure campaigns are effective, on-brand and successful for our clients.I’ve supported clients and campaigns across a range of industries—including manufacturing, technology, food, finance, healthcare, and education—adapting strategies to meet each sector’s unique audience, KPIs, and performance needs.Skilled at leading high-impact campaigns across multiple workstreams, balancing priorities and timelines in fast-moving environments. Whether driving full-funnel awareness or increasing conversions, I focus on delivering marketing that performs. I’m also an active contributor to company culture, supporting engagement initiatives that connect teams across remote and in-person settings.

Experience

1. Senior Manager, Paid Media

   Padilla

   Oct 2024 — Present · US

   Senior marketing strategist and paid media manager specializing in multi-channel integrated campaigns that deliver measurable growth in awareness, engagement, and conversion.Key responsibilities:* Develop and manage omni-channel media plans focused on full-funnel KPIs including reach, engagement, and conversions.* Work cross-functionally with clients, creative, and insights teams to develop cohesive campaigns that drive measurable results.* Oversee in-campaign testing and optimization efforts using real-time performance data, improving media efficiency and ROAS across campaigns.* Translate complex campaign data into clear, actionable insights and reporting for leadership and cross-functional partners.* Partner with client, creative and insights teams to ensure campaigns are aligned and effective.* Continuously seeking innovative, data-backed solutions to evolve how brands connect with audiences.* Manage multiple workstreams and vendor relationships in a fast-paced environment—balancing shifting priorities and deadlines.Key outcomes:* Drove multiple YoY increases in engagement and applications for a VA university through multi-channel, targeted paid media campaigns.* Created and pitched a compliant, insight-driven media strategy for a financial client, resulting in increased brand awareness and positive performance impact.* Execute and optimize cross-channel campaign tactics that contribute to increased product awareness and demand for a grain that continues to grow in popularity.

Education

• Virginia Commonwealth University

  Bachelor of Science (B.S.), Mass Communications/Public Relations

  1988 — 1993

Skills

• Marketing Communications
• Integrated Marketing
• Strategic Communications
• Advertising
• Public Relations
• Social Media
• Media Relations
• Social Media Marketing
• Press Releases
• Brand Development
• Corporate Communications
• Marketing
• Copywriting