Salma Salcedo Paid Media Manager

Paid Media Manager

AMZingPPC

Oct 2023 - Current (3 years 1 month)

• Managed and executed customer acquisition campaigns in Google and Meta Ads in the United States market, applying effective lookalike models, retargeting tactics, audience creation and biddable strategies that increased the number of bookings by 30%.
• Created new digital paid strategies and A/B tests targeting both audiences and creatives in Google and Meta Ads. This effort allowed us to understand the best practices within the account, resulting in a 30% decrease in the Customer Acquisition Cost (CAC).
• Led the ad creative strategy developed by the design team to create more compelling messaging aligned with the top promotions that boosted bookings by 20%.

Digital Marketing Manager

Grupo Planeta

May 2022 - Current (4 years 6 months)

• Led a team to launch successful digital marketing campaigns across multiple channels, using paid media channels such as SEM, Social Media Ads, and SEO strategies, exceeding the lead generation goal by 20% and sales by 14%.
• Executed SEO enhancements for leading agencies and providers, excelling in website content optimization, proficient keyword research, strategic link-building, and meticulous title and meta-title optimization, achieved an impressive 200% increase in lead generation.
• Implemented a new search structure in Google Ads, ensuring cost-efficient results, enhancing the quality of traffic, and achieving a 5% increase in the conversion rate.

E

Data and Performance Digital Product Manager

EL TIEMPO CASA EDITORIAL.

Feb 2020 - May 2022 (2 years 4 months)

• Led the product development process, resulting in a successful product that became in the main income for Performance and Data department, with a 40% of market share and 250K USD in revenue.
• Implemented campaigns focused on lead generation in programmatic (MediaMath DSP and Google DV360) and Meta ads as publisher and advertiser, using Bluekai DMP (data management platform), to drive a notable 150% increase in conversion rates from 2% to 5%.
• Managed and worked with different teams to create MVP that were established as products using HTML programming, UX design, creative content, data knowledge and PPC channels to ensure product features met the customer needs, resulting in a market share of 40%

C

Senior Digital Marketing Specialist

Complice Estudio Creativo

Jan 2019 - Feb 2020 (1 year 2 months)

• Developed a creative digital marketing strategy using PPC media like Facebook and Google Ads that achieved up to 500% ROAS in the finance industry.
• Collaborated with creative teams to develop highly engaging ad creatives, leading to a 25% improvement in ad performance metrics and a more compelling user experience.
• Utilized Google Analytics to track and analyze campaign performance, providing valuable insights that led to a 20% improvement in overall campaign effectiveness and ROI.

Performance Manager

Ariadna Communications Group

Jan 2018 - Sep 2018 (9 months)

• Led a team of media planners, paid media specialists, designers, affiliate marketing, and partners to optimize every point of the digital channels, guaranteeing a monthly ROAS of 700%.
• Optimized performance advertising and budget allocation across various paid media channels, including display, search, programmatic, social media, and affiliate marketing, resulting in a remarkable 1000% increase in ROAS.
• Implemented the launch of Dynamic Creative Optimization campaigns in the company to boost the usage of 1st party data and apply automatic remarketing strategies.

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Digital Marketing Specialist

Nekso

Oct 2017 - Dec 2017 (3 months)

- Coordinate the implementation of the digital marketing strategy with the area of social media, design and marketing management of each country.
- Develop the digital marketing plan according to the different objectives by country where the application is located.
- Create, implement and optimize digital search campaigns on Facebook, Instagram, Twitter and Adwords.

Digital Marketing Specialist

Ilumno

Oct 2015 - Feb 2017 (1 year 5 months)

• Developed an annual and monthly plan for customer acquisition, including Facebook, Linkedin, Twitter, SEM and partners, aligned with revenue goals, guaranteeing the best mix of channels based on historical data, resulting in exceeding the lead generation goals by 20%.
• Implemented and managed daily optimizations in PPC marketing campaigns through Google Ads, LinkedIn, and Meta Ads, achieving successful results that reduced cost-per-lead by 50%.
• Submitted comprehensive reports and insightful analyses of campaign outcomes to clients.
• Proactively sought new opportunities to enhance KPIs, such as increasing the number of leads and reducing CPL, CTR, etc.
• Conducted strategic buying and negotiations with digital media

SEO and SEA Analyst (Dynamia)

Publicar - Publicidad y Soluciones Multimedia S.A

Jun 2015 - Sep 2015 (4 months)

• Plan of media, proposals to clients y distribute budgets.
• Set up and optimize campaigns on Google Adwords, Youtube, Facebook and Twitter. Reporting and insights as well.
• Optimization and proposals about SEO strategy: urls friendly, keyword research, sitemaps, meta description and title.

Community Manager

Sisgecom

Mar 2014 - Mar 2015 (1 year 1 month)

• Develop and apply digital proposals to improve the brand impact of the clients on digital media.
• Advertise campaigns on Google Adwords, Twitter y Linkedin.
• Design chronoposts, coordinate design area, client management and reporting.
• Writing and content management about Social Media on the blog www.sisgecom.com

Salma Salcedo

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Salma Salcedo

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