A contract mandate to expand the brand across North America, Europe, and Asia-Pacific, driving acquisition and revenue through paid channels while keeping the brand consistent and every market measurable.
I was brought in on contract to develop and run a performance marketing strategy spanning three continents. The brief: grow customer acquisition and revenue through paid search, social, and display, keep brand messaging consistent across wildly different markets, and make every dollar measurable.
I started with a market-by-market analysis of consumer behavior, competition, and channel performance, then picked the right platforms for each region: Google and Meta in North America, Baidu and WeChat in Asia-Pacific, LinkedIn and local DSPs in Europe.
The strategy was unified where it counted: shared KPIs like CPA and ROAS across every market, with creative and targeting tailored locally. For measurement, I combined multi-touch attribution with incrementality testing and built real-time dashboards in GA360 and Tableau, with reporting cadences and benchmarks tuned to each region's pace.
In Europe, GDPR meant leaning on contextual targeting and first-party data. In Asia-Pacific, mobile-first platforms dominated, so I optimized for in-app conversions and partnered with local influencers. Quarterly reviews kept budget flowing toward what was actually working, market by market.
The unified-but-localized approach delivered a 21% increase in global ROI and an 18% reduction in CPA across markets, proof that a brand can scale across continents without fragmenting into three disconnected campaigns.