Asher G

Director, Strategic Accounts

Oct 2021 - Present • 4 yrs 11 mos

Rebuilt SEM account structure for a $2M/year retail/entertainment account using dynamic ad groups and continuous conversion-objective optimization. Revenue grew 545% YoY while cost-per-conversion dropped over 75%, from $200+ down to under $1. Ran a controlled 50/50 A/B test on Meta optimization objective, purchase versus sign-up. Found that the "safer" objective didn't actually protect its own metric, which changed how the account approached optimization going forward. Switched a large-budget Meta campaign from a Traffic to a Conversion objective. That single change lifted ROAS 172% year over year with no new spend or creative involved. Built and scaled a brand level seasonal Meta campaign, the first of its kind for the account. It hit 700 to 850% ROAS and became a repeatable template for future seasonal pushes. Tested creative across radio, podcast, and CTV for the same campaign and found non-voiced creative consistently beat voiced creative on every channel. CPA got as low as $26 on the strongest performer. Diagnosed a measurement gap on a multi-location account where there was no closed-loop tracking from ad spend to converted lead. Built a phased fix using proxy landing pages, CRM integration, and location-based attribution, with a roadmap toward Conversions API. Built a full-funnel strategy across Meta, TikTok, CTV, podcast, SEM, and programmatic display that grew market share 6.5% year over year, tying media performance directly to a business-level outcome instead of just platform metrics. Built an AI-assisted reporting workflow that cut report production time by 75%, down from about an hour to 15 minutes.

Senior Client Partner

Oct 2021 - Oct 2024 • 3 yrs

Diagnosed a holiday-season CPA spike on a higher-ed account. Root causes were an algorithm learning-phase reset and gaps in the audience mix. Rebuilt the audience strategy and cut CPA roughly in half over two months. Tested a customer story video format on a multi-location local business account. It outperformed benchmark by about 5x and got adopted as the new creative standard. Ran a structured A/B test on two nearly identical video ads and traced the performance gap back to product attributes rather than creative execution. Rebuilt attribution frameworks on enterprise accounts to resolve recurring conversion-tracking issues, working directly with platform and analytics teams. Advised clients across automotive, retail, and entertainment on platform investment strategy spanning CTV, streaming, programmatic, and paid social.