Troy Ivey
Growth Marketing at Philo
- Role
- Growth Marketing Associate at Philo
- Location
- Hyattsville, MD, US
- LinkedIn followers
- 500 followers
About Troy Ivey
I am a growth marketer specializing in paid acquisition, creative strategy, and channel performance. At Philo, I\'ve scaled YouTube to $6M in annual spend, driven a 75% improvement in Apple Search Ads efficiency, and developed original creative concepts that became some of the highest-performing assets on Youtube and CTV. I thrive at the intersection of data and creativity, using performance and audience insights to shape better creative, and creative thinking to unlock channel growth. My experience spans the full funnel, from managing Google Search with LTV and value-based bidding strategies to scaling mid-funnel video on YouTube, and I\'m looking for a growth marketing leadership role where I can connect those dots to build cohesive, full-funnel acquisition strategies.
Experience
Growth Marketing Associate
Feb 2022 — Present · San Francisco, CA, US
Scaled YouTube to $6M in annual spend, growing it to Philo\'s second largest acquisition channel in 2025, while maintaining performance under CAC goals through continuous creative, audience and bidding optimization- Led creative strategy across YouTube, Meta, and TikTok, developing original concepts and a UGC partnership pipeline that collectively drove over $3.75M in spend and subscribers- Drove a 75% YoY improvement in Apple Search Ads non-brand efficiency, reducing CAC from $234 to $63 as primary channel manager- Applied LTV and value-based bidding strategies across Google Search, YouTube, and Apple Search Ads to optimize for subscriber quality alongside volume- Conducted regular creative performance readouts for Marketing and Design teams, translating channel data into actionable strategy that shaped future creative direction.
Education
University of Maryland - Robert H. Smith School of Business
Bachelor's degree, Marketing
2015 — 2019
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