Selected work
World Vision Australia
70% reduction in CPA YoY
Led end-to-end performance media strategies driving a 70% YoY reduction in acquisition costs.
Situation & Strategy
Managing digital acquisition for World Vision Australia, the goal was to maximize the efficiency of donor acquisition campaigns to ensure marketing budgets were driving the highest possible impact.
Tactics
The approach relied on strategic cross-channel optimization, rigorous tracking implementations, and leveraging deep data analysis to refine audience targeting.
Action
I led end-to-end performance media strategies, executing sweeping optimizations across lower-funnel acquisition channels to ensure we were reaching the most high-intent prospective donors.
Results
- Reduced Cost Per Acquisition (CPA) by an astonishing 70% Year-on-Year, significantly increasing the efficiency of donor acquisition.
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