Umer

Advanced Meta Ads Specialist – eCommerce Growth

ECCO Shoes • Freelance

Jan 2025 - Jan 2026 • 1 yr

I managed complete end-to-end Meta advertising operations for ECCO, overseeing the entire ad account from strategic planning to execution and scaling. Key Responsibilities & Achievements: ★ Led full campaign architecture development (TOF, MOF, BOF funnel structure) ★ Controlled budget allocation and scaling strategies across multiple markets ★ Identified and eliminated underperforming creatives while aggressively scaling winning ads and high-ROAS campaigns ★ Implemented automated rules to optimize performance and improve efficiency at scale ★ Managed Commerce Manager operations, including product feed uploads and product set structuring ★ Launched and optimized Collection Ads and Dynamic Product Ads (DPAs) ★ Executed full-funnel campaigns across multi-language audiences ★ Ran conversion, catalog sales, traffic, engagement, and retargeting campaigns ★ Focused on brand perception and positioning to strengthen brand recall and increase Customer Lifetime Value (LTV) My role extended beyond performance marketing — I contributed to strategic brand growth by aligning paid media with long-term revenue expansion and customer retention strategies.

Paid Media Specialist | Meta Ads & TikTok Ads

Growth Guild • Freelance

Feb 2024 - Apr 2025 • 1 yr 2 mos

At Growth Guild, I worked as a performance-driven Paid Media Specialist, managing high-converting lead generation campaigns across Meta (Facebook & Instagram) and TikTok Ads platforms. My focus was on building scalable, data-driven advertising strategies that generated qualified leads, reduced Cost Per Lead (CPL), and improved overall campaign performance for service-based and local businesses. Key Responsibilities: ★ Facebook & Instagram Lead Ads (Instant Forms, Calls, Messages) ★ TikTok Lead Generation & Conversion Campaigns ★ Full-Funnel Strategy (Awareness → Consideration → Conversion) ★ Audience Research, Custom & Lookalike Audience Creation ★ Meta Pixel & Conversion API Setup ★ TikTok Pixel Integration & Event Tracking ★ A/B Testing Creatives and Ad Angles ★ Retargeting & Scaling Winning Campaigns ★ Performance Tracking, Optimization & Reporting Impact: ★ Generated consistent, high-quality leads across multiple industries ★ Reduced Cost Per Lead through strategic testing and optimization ★ Improved lead quality by refining targeting and funnel structure ★ Scaled campaigns profitably using structured performance frameworks At Growth Guild, I strengthened my expertise in cross-platform paid advertising, conversion optimization, and performance analytics — ensuring every campaign was built to drive measurable business growth.

Meta Ads Specialist

Lace and Beads • Freelance

Jan 2023 - Dec 2024 • 1 yr 11 mos

At Lace & Beads, I have anaged the complete Meta Ads account with a primary focus on driving online sales and maximizing ROAS. Led full-funnel campaign strategy with strong emphasis on conversion-focused campaigns and revenue scaling. Oversaw campaign setup, budget allocation, and scaling strategies while continuously eliminating underperforming creatives and scaling winning ads. Managed Commerce Manager, structured product feeds, created product sets, and executed Dynamic Product Ads (DPA) and Collection campaigns. Implemented automated rules for performance optimization and used data-driven decision-making to improve purchase volume, cost per acquisition, and overall account profitability across multiple markets.