Ігор

IGOR KHALETSKIY [open contact info](look above in the "contact info" section) | LinkedIn® Profile | [open contact info](look above in the "contact info" section)

EXECUTIVE SUMMARY
Performance-focused marketing strategist with 8+ years of experience driving customer
acquisition and revenue through Meta and Google Ads. Delivered measurable results across
e-commerce, local services, and EdTech by optimizing ROAS, reducing CAC, and executing
high-converting full-funnel campaigns. Expert in analytics, attribution, and creative testing.

TECHNICAL PROFICIENCIES

●​ Paid Ads: Google Ads (Search, Shopping, PMax), Meta Ads, TikTok Ads
●​ Analytics: GA4, Google Tag Manager (server-side), Looker Studio, Excel
●​ Targeting & Optimization: Smart Bidding, budget allocation, keyword research
●​ Creative: Ad testing, creative benchmarking, funnel design (LPs, quizzes)
●​ Languages: English (Upper-intermediate), Ukrainian (Native), Russian (Native)

CERTIFICATIONS
●​ Google Ads Success Path 01/2025 - 04/2025
●​ Google Search Ads 01/2024 - 01/2025

PROFESSIONAL ACHIEVEMENTS
Emergency Plumbing, Illinois, Jan 2024 - Apr 2025
Regional plumbing company in Illinois with 120+ employees and 25,000+ clients, focused on
residential and commercial services
Growth Marketing Manager (CMO)
●​ Marketing strategies: Designed and launched a new company website on WordPress,
focusing on usability, speed, and professional branding. Achieved a 15% conversion rate,
significantly improving lead generation and customer acquisition performance.
●​ Google Ads: Created and structured comprehensive search campaigns across all company
services. Managed end-to-end strategy execution — from Manual CPC and Maximize
Conversions to Smart Bidding — with a monthly budget of $30K, resulting in stronger
targeting precision and improved ROI.
●​ Tracking and attribution: Implemented server-side Google Tag Manager to improve data
accuracy and load performance. Configured offline conversions, enabled Google Consent
Mode, and enhanced customer data enrichment to support compliant and data-driven
attribution models.
●​ SEO and Content Marketing: Conducted in-depth keyword research and optimized all web
content, meta tags, and on-page elements. Integrated structured data markup, especially for
local SEO. Built a strong backlink profile to enhance domain authority and elevate organic
search visibility.
All RIGHT ENGLISH SCHOOL, Nov 2021 - Jan 2024
International EdTech company offering English courses for children in 12 countries. Featured in
Deloitte's Technology Fast 500™ (2022–2024)
Performance Marketing Manager/Media Buyer
●​ Meta Ads: Launched and optimized multi-country campaigns across 10+ regions (Ukraine,
Italy, Germany, Spain, LATAM, Korea, Saudi Arabia, Japan), managing a combined monthly ad
budget of $300K. Conducted advanced audience segmentation, A/B testing, and full-funnel
strategies, resulting in a 25–40% ROAS uplift through continuous creative testing and funnel
refinement.
●​ Google Ads: Restructured and optimized campaigns using diverse bidding strategies, match
types, and negative keyword strategies. Delivered consistent CPL reduction by 30%+ and
increased qualified lead volume across multiple markets.
●​ Creative strategies: Led competitive research and creative benchmarking. Developed a
centralized Figma dashboard to analyze ad performance and improve creative efficiency,
helping increase CTR by up to 45%.

PROFESSIONAL NAIL BOUTIQUE, May 2018 - Sep 2021
DTC eCommerce brand in professional nail care, serving B2C and salon markets across Europe.
Focused on quality, innovation, and digital growth
Paid Ads Account Strategist
●​ Meta Ads Strategy: Designed and executed full-funnel acquisition and retargeting strategies
on Facebook and Instagram. Overcame post-iOS 14 attribution challenges by implementing
UTM tagging, aggregated event measurement, and audience restructuring, ensuring stable
campaign performance and ROAS consistency.
●​ Google Ads Execution: Oversaw the complete lifecycle of Search and Shopping campaigns,
from keyword mapping and ad copywriting to bid strategy testing and performance
refinement. Achieved a 30% increase in CTR and consistent ROAS improvement across
priority product lines.
●​ Product Launch Marketing: Spearheaded go-to-market campaigns for new product releases,
integrating customer insights, launch timelines, and creative planning. Built
conversion-optimized landing pages that contributed to over 20% lift in launch-period sales.
●​ Analytics & CRO: Collaborated with developers to implement eCommerce tracking in
Google Analytics, enabling granular performance reporting and funnel drop-off analysis.
Insights from GA drove data-informed media spend decisions and enhanced conversion rate
optimization efforts.

RELEVANT PROJECTS
●​ Growth Campaign for ECO CLEANING (Jul 2023 – Jan 2024) — Launched and optimized
Meta and Google Ads campaigns for NYC-based cleaning service. Reduced CAC by 70%
and increased customer volume by 40% through strategic keyword optimization, funnel
 refinement, and advanced segmentation. Implemented server-side GTM and
personalized customer journeys to enhance attribution accuracy and retention.
●​ Digital Media Buyer (B2B): Executed lead generation for B2B clients using Facebook Ads
and Google Ads. Optimized bids across multiple dimensions (keywords, placements,
devices), resulting in 20% CPL reduction.
●​ Junior PPC-Specialist (Google Ads): Supported 8+ projects with budget planning,
keyword strategy, and campaign monitoring. Built foundational PPC experience working
with seasonal businesses.

EDUCATION
Kiev National Economic University. Master in Marketing (2015)
Google Ads Community - The PPC Hub. | membership exclusively for experienced Google Ads
Specialists(2024)
Digital Growth Hacking. Targetorium | School of Marketing & Advertising (2023)
Additional Professional Development:
●​ Media Buyer Pro – Targetorium | School of Marketing & Advertising (2020)
●​ Measurement Certification – Google (2023)
●​ Buying on Facebook - Meta (2023)