About Svetlana
Performance Marketing Manager with 8+ years of experience driving growth through paid media strategy, budget ownership, and data-driven campaign execution (Google Ads, Microsoft Ads, Meta). I plan and optimize multi-market campaigns for major brands like HP, Lufthansa Group, and Bayer, combining strong analytical skills with a customer-first mindset. With a background in service design and data science, I bring a holistic, business-driven approach to digital marketing.
German
Native or bilingual
English
Fluent
Russian
Native or bilingual
Can work on-site
Köln (up to 50km)
Experience
- Global Technology & E-Commerce Leader (Fortune 100)Performance Marketing ManagerTECHNovember 2021 - Today (4 years and 7 months)Düsseldorf, GermanyPerformance Marketing Expert | Paid Media Strategy | E-Commerce Growth | DACH Market SpecialistI’m a results-driven performance marketing professional with several years of experience managing paid digital channels for a leading global tech and e-commerce brand. I specialize in planning and executing ROI-focused campaigns across multiple platforms to drive scalable online sales and high-quality traffic in competitive markets, including Germany and Switzerland.🔹 What I do:Paid Media Management: Hands-on experience with Google Ads, Meta, Programmatic Display, and Affiliate Marketing. Full-funnel campaign planning and optimization.Strategic Planning: Holistic performance marketing strategy development with clear KPIs tied to business goals and sales outcomes.Budget Forecasting & Optimization: Responsible for large-scale paid media budgets — from planning to real-time performance monitoring and reallocation.Go-to-Market (GTM) Launches: Experience launching New Product Introduction (NPI) campaigns across paid channels with a coordinated full-funnel approach.Partner Campaigns: Planning and execution of co-funded campaigns with ecosystem partners (e.g., manufacturers, platforms, retail alliances).Cross-Functional Collaboration: Coordinating with content, CRM, brand, and pricing teams to ensure a unified and efficient marketing approach.Data-Driven Optimization: Campaign tracking, performance analysis, reporting, and continuous testing for growth.🔹 Industries I support:E-commerceConsumer techSaaS & digital productsOnline retailStartups scaling paid acquisition🔹 How I can help as a freelancer:Develop and manage your paid performance strategyLaunch and scale campaigns in the DACH regionAudit and improve underperforming paid channelsForecast budgets and advise on allocationBuild co-branded campaigns with partnersSupport international market entry via paid media
- PerformicsSEA Account ManagerDIGITAL AND ITFebruary 2020 - October 2021 (1 year and 9 months)Düsseldorf, GermanyManaged data-driven paid search campaigns (Google Ads & Microsoft Ads) for global clients across tech, travel, healthcare, and consumer industries. Focused on driving conversions, revenue growth, and customer acquisition through strategic keyword management, ad testing, and bidding optimizations.Delivered strong performance results on 6- to 7-figure SEA budgets in competitive markets (DACH, EMEA).Led the search strategy for key accounts in e-commerce, aviation, pharma, and genetic testing sectors.Collaborated cross-functionally with analytics, media, and creative teams to deliver full-funnel performance.Built custom reports, insights, and recommendations for continuous optimization and stakeholder reporting.
- MajorelTraining & Quality Lead – Microsoft Ads ProjectMarch 2016 - January 2020 (3 years and 11 months)Münster, GermanyLed training, quality assurance, and knowledge management for the EMEA Microsoft Advertising (formerly Bing Ads) team. Ensured high-quality campaign support and platform compliance across multiple markets.Delivered onboarding and ongoing training to campaign specialists and account managers, with a focus on Microsoft Ads policies, tools, and optimization practices.Created quality audit processes and ensured adherence to performance and compliance KPIs across teams.Acted as product/process expert liaison between the client (Microsoft) and internal support teams.Supported rollout of new ad formats and platform features by coordinating with training, operations, and product teams.Developed content and learning paths to upskill teams on advanced PPC techniques and industry best practices.
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Education
- MSc Data ScienceIU International University of Applied Sciences2024Completed a fully remote Master’s degree in Data Science while working full-time, with a focus on practical, industry-relevant applications of data analytics and machine learning. Gained hands-on experience in Python, data visualization, statistical modeling, and big data technologies. Developed strong analytical and problem-solving skills, enabling data-driven decision-making in digital marketing and business contexts.
- M.A. Wellness and Spa Service Design & ManagementUniversity of Tartu, Estonia – Exchange semester at Lund University, Sweden2014Gained a strong foundation in service design, customer experience strategy, and innovation in the wellness and tourism industries. Studied value creation and innovation management during an exchange at Lund University. This background informs a user-first, experience-driven approach to digital marketing strategy and campaign planning.
Certifications
- Google Ads Certified SpecialistGoogle Ads
- Google Analytics Certified SpecialistGoogle Analytics