Conducted full-funnel paid media audits across Meta, Google Ads, TikTok, Microsoft Ads, and Snapchat, evaluating campaign structure, tracking quality, and performance efficiency. Analyzed cross-channel performance to optimize CAC, ROAS, CPA, CPL, CPC, and CTR, supporting data-driven budget allocation and scaling decisions. Conducted audits of Meta Pixel, Conversions API (CAPI), GA4, and server-side tracking implementations across client accounts. Developed cross-channel dashboards in Looker Studio for monitoring core KPIs: Spend, Impressions, Clicks, Conversions, CPA, CPL, and ROAS.

Managed and optimized Meta Ads campaign performance across multiple business verticals, contributing to improvements in ROAS, CPA and CPL through data-driven decision making. Audited tracking implementations across Adobe Analytics, GA4, Google Tag Manager, Meta Pixel and Conversions API (CAPI) to improve measurement accuracy and data reliability. Analyzed Adobe Analytics data to understand digital traffic, user behavior, engagement patterns and conversion journeys associated with paid media campaigns. Executed campaign structure optimization using CBO and ABO models to improve budget efficiency and performance distribution.

Development of RPA/RDA automations with PEGA Robot Studio and UiPath for optimization of transactional processes and information flows. Implementation of solutions in C# (.NET MVC) for process automation and structured data management in business environments. Designing automated workflows with Power Automate for data orchestration between internal systems. Power Automate integration with Microsoft Graph API and REST services for data synchronization between enterprise platforms. Building data pipelines for centralizing information and generating structured reports. Automation of reporting processes in SharePoint for tracking operational and analytical information.

Development of dashboards in Power BI and Excel for analysis of operational KPIs related to case volume, trends and data categorization. Generation of weekly reports with analytical structure for monitoring the performance of processes and large-scale request flows. Construction of structured datasets for analysis of behavior and performance of massive user processes, facilitating data-driven decision making. Design of reports focused on monitoring efficiency, volume and conversion of operational processes.