Andrés Plashal

About Andrés Plashal

I am a lucky guy — I get to be a part of meaningful change and make a difference in the business landscape. What makes me happy is meeting challenges with smart people to take on the ridiculous — or even the impossible.This has made me an effective Marketing Strategist for 20 years. I am a solution to a complex workflow. I tackle problems with a practical approach, an obsession with optimization, and a genuine respect for communication. I direct precisely and aim to complete objectives on time and within budget. I am creative, resourceful and I’m always excited about the future!Simply put, I develop powerful marketing solutions that connect with audiences from all walks of life. My approach embraces a combination of technology adoption, data science, and plain old-fashioned hard work; Because when it comes down to it, the hustle beats the talent when talent doesn’t hustle.

Experience

1. Director of Performance Marketing

   Dew Wealth Management

   Dec 2025 — Present · US

   Within 10 months, built the Paid & Organic program from zero to top-tier performance: Wrapped up with an amazing bespoke enterprise omnichannel marketing system. RESULTS:• 4.33x ROAS (73% above industry average of 2.5x)• 9.23x LTV:CAC ratio (industry standard: 3-5x)• Average CTR: 7.49%(50% above industry 5% benchmark)• 71x efficiency improvement from baseline to optimal (25% faster than industry standard)• Q4 optimization reached a stellar 49.81x ROAS (Top 1% of industry performance with RIAs)• End-to-end conversion: 5.7%(above industry 2-4% benchmark)• PPC leads convert at 26.3%(MQL→Client), 25% better than overall 21% average• Year-over-year growth:+35%(exceeded +20% target)Proving that Digital Marketing can perform in an assisted sales and within a ultra high net worth segment.KEY LEARNINGS:• STABLE INVESTMENT beats Pulse Budgeting. We achieved 676% efficiency improvement after pivoting our strategy mid-year.• REINFORCEMENT LEARNING works. Our campaigns improved 71.2x from baseline to optimal performance through disciplined machine learning calibration.• QUALITY over volume. PPC leads converted at 26.3%(MQL to Client) vs 21.0% overall average, proving paid channels generate higher-quality prospects in wealth management.• CAPACITY planning is critical. We had to pause advertising a couple of times to address operational constraints; marketing can only scale as fast as sales and operations can support.INDUSTRY CONTEXT:Building a wealth management media program is uniquely challenging:• 3-6 month sales cycles• High trust barriers in financial services• Strict regulatory constraints (SEC/FINRA compliance)• Competitive CPCs ($90-$150 per click on Google)Achieving top 10% performance in Year 1 required sophisticated attribution modeling, cross-platform optimization, and strategic budget allocation across multi-channel demand side platforms. CAC is a relentless metric that can only be managed through authoritarian policy.

Education

• Columbia College Chicago

  Bachelor of Arts - BA, Interactive Arts and Media; Marketing

• Randolph-Macon Academy

  High School Diploma, Political Science, Government | Air Force

Skills

• Adobe Creative Suite
• Photoshop
• Advertising Strategist
• Email Marketing
• Dashboards & Reporting
• Display Advertising
• Microsoft Office
• Indesign
• Perception Analysis
• Production Management
• Social Media
• Interaction Design
• Illustrator
• Research
• User Experience
• Competitive Intelligence
• Marketing Strategy
• Advertising Sales
• Entrepreneurship
• Analytics & Insights
• Conversion-Optimisation
• Social Media Marketing
• Advertising
• Online Advertising
• Digital Media Services
• Graphic Design