Paid Social Analyst
CurrentManage all aspects of paid media applications for TRANZACT’s owned Spanish Medicare Advantage brand (Anhelo Salud).Develop and test high/low-level media strategies that cater to Spanish-speaking audiences to optimize overall campaign performance, effectively forecast KPI data against historical projections, and trial new ideas to maximize conversions.Implemented CAPI (Conversion API) to improve marketing measurement, futureproof against pixel degradation, and improve signaling to Meta, resulting in a decreased CPL of -27%, an increase in Contact rate of 23%, and a decrease in CPA of -33%.Implemented and managed Advantage+ Shopping campaigns for Anhelo Salud Meta brands to leverage Meta’s machine learning optimizations at the start of 2023’s open enrollment period. Resulting in an 11% rise in lead volume and an 11% decrease in spending year over year.Constructed a creative asset analysis for Kaiser Medicare Advantage Meta brands which analyzes the annual performance of non-AEP/AEP (Medicare Annual Enrollment Period) assets, while comparing them to Meta’s best digital practices. This framework is now used to evaluate the creative assets of all owned Meta brands (7 in total) and provide feedback to dictate quarterly creative refreshes as guidance for ongoing deliverables.Support the Organic Social Team’s creative ideation and conceptual strategizing initiatives to support TZ’s in-house influencer marketer/Medicare expert, accumulating over 334K impressions for Medicare Advantage and Medicare Supplemental verticals.Generate daily pacing reports using Microsoft Power BI visualization software for all Meta accounts that are used by cross-functional leadership teams (CRO, Creative, Business, TV, SEO) to analyze historical performance and forecast sales trends.Manage monthly invoicing/billing reports across the Medicare Advantage, Medicare Supplement, and Life and Supplemental verticals within Facebook Ads Manager.
