Media Buyer Performance

Christian Salinas

619-***-**** ● LinkedIn ● San Diego, CA ● ****.***********@*****.***

EXPERIENCE

Digital Search & Social Performance Media Buyer May 2025 - Present Power Fox Media Vancouver, WA, Remote

● Reduced Cost Per Lead (CPL) by 61% ($44.53 to $17.27) within 3 days with manual bidding, enhancing ad copy Digital Search & Social Media Buyer Sept. 2023 - May 2025 Synergy Insurance Marketing Fort Lauderdale, FL, Remote

● Generated over $1,020,000 in front-end revenue from $745,000 in ad spend across Meta, Google, Youtube, and TikTok Ads since September 2023, achieving a 1.37X ROAS through strategic budget management, close to 7 figures

● Increased daily lead generation from 10 to 30+ calls per day, within a month, through growth strategies, audience segmentation, manual & algorithmic bidding, scaling tactics - resulting in a 3X acquisition of new customers

● Reduced average CPL by 33% ($87.99 to $58.85), doubled CTRs (0.72% to 1.44%) thru A/B testing, refining audience targeting, optimizing behaviors, and driving landing page CRO during industry quarterly slow period

● Saved 90% on ad creative testing costs within 1-2 weeks by restructuring testing SOPs, utilizing day-parting and cost-efficient practices, running tests during peak hours, and implementing AI-driven cost-cutting measures

● Drove click-to-lead conversion rate metrics from 7.69% to 8.33% in one week by implementing conversion rate optimization (CRO) strategies; optimizing landing page types, and interactivity - reducing cost-per-lead by 28%

● Led TikTok project management initiatives utilizing 15+ Multilogin proxy ad accounts, and A/B testing to drive leads while avoiding account suspensions, achieving full implementation within one week

● Introduced 15% reduction in wasteful ad spend by placements audits, pacing budget to high-performing channels, and integrating paid search & social, cross-channel retargeting strategies - reducing CPL 8% within one week

● Designed customer retention email campaigns focused on maintaining client accounts, improving onboarding, reducing unsubscription rates (0.07% to 0.19%), and reinforcing long-term relationships with existing customers - in one-month

● Trained a Junior Media Buyer in advanced direct response marketing & scaling strategies & oversaw task deliverables; scaling inbound form leads from 30 to 300 per day, increasing front-end revenue an average of 5% month-over-month

● Owned full-funnel digital marketing campaigns writing sales copy in English and Spanish across Meta/Facebook Ads, Google, Youtube, and TikTok Ads; Spanish expanding market reach to over 300,000 unique users to date

● Created optimization SOP for over a dozen advertising accounts across platforms, leveraging audience insights, data-driven decision making, automation rules - achieving high-performance results through strategic oversight

● Implemented advanced platforms Madgicx, Revealbot, SpyFu into workflow, enhancing campaign automation; reducing time spent for data analysis by 30%, while providing actionable insights to teammates for media buying strategy decisions

● Troubleshoot reporting/tracking discrepancies by 17% (20% to 3%) by collaborating with cross-functional teams (CMO, Creative Directors, Managers), analyzing data trends, pixel attribution - improving KPI forecast and reporting accuracy

● Attended industry-specific conferences and networked with key stakeholders to gather processes market intelligence on media buying strategies, industry trends, and competitive tactics to continuously improve campaign performance EDUCATION

San Diego Mesa College Associates of Arts in Psychology May 2013 Skill Share - Google Certifications Adwords Search Display, Measurement, Shopping Ads,May 2013 Analytics Individual Qualification

SKILLS

Customer Research: ChatGPT, Ahrefs, SEMrush, SpyFu, Screaming Frog, Keyword Research, Google Analytics, Google Trends, Trustpilot

Campaign Management: The Trade Desk (Programmatic), AdEspresso, Facebook Ads, Google Ads, TikTok Ads, YouTube Ads, Display & Video 360 (DV360), Snapchat Ads, Amazon Ads, Taboola, Microsoft Excel (Pivot Tables), Tag Manager, Data Studio, SendGrid, RedTrack, TrackDrive, Keitaro, Madgicx Content Management & Execution: Adobe Creative Cloud, Canva, Google Search Console, Shopping & Merchant Center, HTML/CSS, SEO, Pay-Per-Click (PPC), Ecommerce, WordPress, Shopify, Instagram, Twitter, Pinterest, Unbouce, Hotjar CRM & Marketing Automation: MailChimp, Airtable, HubSpot, Slack, Salesforce, Zapier

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