Ігор

IGOR KHALETSKIY [відкрити контакти](див. вище в блоці «контактна інформація») | LinkedIn® Profile | [відкрити контакти](див. вище в блоці «контактна інформація»)

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 (Facebook/Instagram), TikTok Ads
●​ Analytics: GA4, Google Tag Manager (server-side), Appsflyer, 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
●​ Digital Marketing PRO (Targetorium) 05/2025 - 07/2025
●​ Google Ads Success Path 01/2025 - 04/2025
●​ Google Search Ads 01/2024 - 01/2025

OTHER RELEVANT INFORMATION
Additional Languages: English (Upper-intermediate), Ukrainian (Native), Russian (Native)
Technical Skills: Google Data Studio (Looker Studio), Google Tag Manager, Appsflyer, Tableau,
Amplitude;

PROFESSIONAL ACHIEVEMENTS
Emergency Plumbing, Illinois, January 2024 - January 2026
The plumbing company in Illinois with 120 employees and more than 25 000 clients and
partners
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.

ECO CLEANING, New York, July 2023 - January 2024
The cleaning company in NYC with 70 employees and more than 15 000 clients and partners
Growth Marketing Manager
●​ Marketing strategies: Developed and optimized audience segmentation and funneling
strategies, enhancing targeting precision and redirecting paid search efforts to reach the
most relevant audiences, resulting in improved engagement and conversion rates.
●​ Meta Ads: Optimized and scaled successful advertising campaigns on the META platform,
resulting in a 30% reduction in customer acquisition costs compared to the prior 5 months.
●​ Google Ads: Chose, distributed, and optimized keywords across brand, thematic, and
general areas. Managed and optimized ad budgets to maximize ROI, achieving a 70%
decrease in customer acquisition costs and a 40% increase in customer volume through
effective campaign management.
●​ Tracking and attribution: Collaborated with technical specialists to implement server-side
Google Tag Manager, establish offline conversions, and enhance customer data enrichment.
●​ Customer journeys: Designed and executed personalized customer journeys, aligning
marketing strategies with user behavior to enhance the overall customer experience,
increase retention, and build stronger brand loyalty.

All RIGHT ENGLISH SCHOOL, Nov 2021 - Jun 2023
English courses for children are offered in 12 countries and with 700 employees across Europe.
In 2022-2024, the company was included in Deloitte's Technology Fast 500™ ranking.
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%.
RELEVANT PROJECTS
●​ Paid Ads Strategist (E-commerce): Managed Meta and Google Ads campaigns for DTC
brand with full-funnel strategy, iOS 14 adaptation, and advanced analytics. Increased
online revenue by 35% and decreased CAC by 28% over three months.
●​ 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)