Rory MacDonald
Paid Media Manager @Firstpoint Usa
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WORK HISTORY
Paid Media Manager @Firstpoint Usa
Glasgow, GB
Own global digital growth strategy for US sports scholarships, managing £800K+ annual paid media investment across Meta and Google with full accountability for pipeline, CAC and profitability.Re-architected the marketing model from conversion-only acquisition to a full-funnel, lifecycle-driven growth strategy - reducing CPA by £11 YoY and increasing profit by 47% vs FY22.Built a scalable acquisition and nurture engine across paid media, CRM and email - delivering 5x lead growth and 10x increase in email-driven website traffic.Led a data-first optimisation programme across media, CRO and audience segmentation - driving sessions +57%, active users +32%, direct traffic +139% and page views +84%.Localised growth strategy across Europe, Middle East, Australia and South America, aligning market-level targeting, creative and messaging to regional demand dynamics.Partner with leadership on forecasting, budget allocation and commercial planning, ensuring marketing investment is directly tied to revenue and long-term growth objectives.
EDUCATION
MiniMBA
Brand Management
MiniMBA
Marketing
University of Strathclyde
BA (Hons) 2:1, Marketing
SKILLS
ABOUT RORY MACDONALD
I’m a digital growth leader with over a decade of experience scaling global sports brands, including six years within Premier League clubs.My focus is on building full-funnel growth systems that connect acquisition, lifecycle marketing and revenue outcomes. Across roles, I’ve delivered triple-digit profit growth, multi-channel lead acceleration and significant audience expansion - scaling platforms from thousands to millions while improving efficiency and long-term value. My approach blends data-driven experimentation, creative testing and strategic budget allocation to drive measurable impact.Beyond execution, I partner with senior leadership to forecast demand, align marketing investment with revenue targets and build scalable frameworks for international expansion. I’ve led teams and cross-functional initiatives across creative, development, CRM and analytics - embedding performance culture while maintaining brand integrity.
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