Chandra W.

Responsibilities:

1. Managed and optimized paid media campaigns across Meta Ads and digital acquisition channels.
2. Owned end-to-end acquisition funnel, from traffic generation to lead conversion.
3. Conducted A/B testing on audience targeting, creatives, and landing pages to improve campaign performance.
4. Collaborated with product, UX, and IT teams to improve conversion tracking and landing page performance.

Key Achievements:

• Improved landing page performance, contributing to a 20% reduction in bounce rate and more stable conversion performance.
• Built and enforced a lead quality evaluation framework that shifted focus from volume-driven acquisition to downstream business impact.
• Optimized acquisition funnel and targeting strategy, improving lead quality and reducing inefficient ad spend.
• Introduced decision-oriented performance reporting that improved leadership clarity on growth bottlenecks and investment priorities.

Responsibilities:

1. Analyzed customer acquisition and conversion journeys to identify structural bottlenecks limiting scalable growth.
2. Recommended specific funnel, messaging, and execution changes based on performance patterns and observed trade-offs.
3. Supported digital transformation initiatives by documenting which decisions worked, which failed, and why, creating reusable internal learning.
4. Managed and supported paid media campaigns across Google Ads and Meta Ads platforms.
5. Monitored and analyzed campaign performance (CTR, CPC, conversion rate) to identify optimization opportunities.
6. Conducted audience analysis and campaign adjustments to improve lead generation performance.

Key Achievements:

• Improved lead quality by optimizing campaign targeting and aligning messaging with user intent.
• Identified performance gaps between ads and landing experience, leading to improved conversion outcomes.