Paid Social Creative Strategist

Lora Goichman

929-***-**** *********@*****.*** LinkedIn Brooklyn, NY Authorized to work for any US employer Creative Strategist with a decade of experience blending storytelling with performance marketing to drive customer acquisition and revenue growth. I specialize in crafting paid social strategies across Meta, TikTok, and YouTube, optimizing creative for engagement and conversion, and developing test-and-learn frameworks that help brands scale. I thrive on analyzing data and translating insights into high-performing, thumb-stopping creative.

Core skills: Performance-driven creative development Paid Social & Digital Strategy: Meta, TikTok, ad networks Creative Testing & Experimentation: A/B testing, iterative frameworks Performance Metrics Optimization Market & Consumer Insights: Trend analysis, competitive benchmarking Collaboration & Cross-Functional Teamwork Creative Briefing & Execution PROFESSIONAL EXPERIENCE

TinyTap Global 2023 - 2024

Creative strategy lead

● Led performance-driven creative strategies, boosting revenue by 30% in three months through app store optimization with $0 spend.

● Developed and optimized ad creatives, driving a 300% CTR increase on Meta and TikTok by refining messaging, creative hooks, and targeting strategies.

● Built performance-tracking dashboards to analyze campaign effectiveness, leading to faster iteration times and more informed creative decisions.

● Balanced performance and brand storytelling, ensuring every ad felt true to the brand while driving measurable results.

● Managed creative strategy for a subscription-based business model, optimizing paid social and in-app creatives to increase customer retention and LTV. Huuuge Games Global 2021 - 2023

Creative strategist

● Drove customer acquisition and retention by optimizing performance creative for TikTok, Meta, and Google Ads, improving CTR and lowering CPA through constant testing and iteration.

● Pioneered consumer research and trend analysis, securing a $200,000 budget to enhance creative strategy and boosting brand awareness by 7%.

● Partnered with UGC creators and influencers to produce authentic, engaging content that resonated with gaming audiences.

● Created scalable workflows, improving collaboration between creative, media, and analytics teams to keep up with fast-paced performance marketing demands. BBR SAATCHI & SAATCHI Israel 2013 - 2021

Strategic planner (2013-2016), team lead (2016-2021)

● Designed and executed integrated campaigns for BMW, Estee Lauder, Strauss Group and Coca-Cola, driving customer engagement and revenue growth.

● Reshaped BMW’s brand identity, helping it become Israel’s #1 luxury auto brand by crafting an aspirational and culturally relevant narrative.

● Developed research-driven consumer journey frameworks, refining insights to enhance creative effectiveness and optimize brand storytelling for deeper audience engagement. Yehoshua/TBWA Israel 2011 - 2013

Strategic planner: Managed the advertising strategy for large retailers and local brands, including market research, consumer insights, and collaboration with creative and media departments. EDUCATION

Tel-Aviv University, Tel-Aviv BA, Communication and Political Science (2006-2009) Ha’Betzefer (School of Advertising), Tel-Aviv Strategic Planning professional studies (2010-2011) Elevation Academy, Tel Aviv Growth Hacking (online marketing) (2015) ACCOMPLISHMENTS & SKILLS

● Mobile-First Creative Mindset: Developed high-converting mobile-first campaigns, increasing Trial-To-Pay by 25% across Meta and Google Ads.

● Cultural Insights & Social Trends: Deep expertise in platform-specific strategies and content trends across TikTok, Meta, YouTube, and Reddit.

● Creative Testing & Iteration: Experienced in building testing frameworks and scalable processes to maximize ad performance.

● Collaboration & Leadership: Proven ability to work closely with paid media teams and client stakeholders to align creative strategies with campaign goals.

● Public Speaking & Thought Leadership: Speaker at GameCamp Warsaw & Israel Mobile Summit, sharing expertise on consumer-focused research & performance marketing.

● Languages: English (Fluent) Hebrew (Native) Russian (Proficient) TECHNICAL PROFICIENCY

● Creative & Productivity Tools: Canva, Figma, MS Office 365, Google Suite

● Marketing & Analytics Tools: Google Ads, Meta Ads, App Store Connect, Mailchimp, AppsFlyer, Data AI, Luna-Bidalgo, Replai

● Project & Workflow Management: Jira, Trello, Asana

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