WEX

Financial Services | App Performance + Search | Sr. Director, Paid Media

The Challenge

App acquisition efforts were underperforming due to fragmented Google Ads structure, unclear KPI alignment, and QA inconsistencies during high-growth product cycles.

The Approach

Orchestrated a full-funnel account rebuild with new QA systems, pacing protocols, and conversion tracking integrations. Introduced channel-wide resets and systematized app-led measurement.

The Outcome

📈 500% lift in approved applications

🛠 Framework became internal benchmark for app-led growth

My Role

Owned channel rebuild, led QA design, and oversaw cross-functional collaboration with product, analytics, and creative teams.