User Acquisition & Performance Marketing

I build multi-channel acquisition systems across search, social, display, and partnerships—focused on improving CAC efficiency, qualification quality, and revenue impact for B2B and fintech products across North America, Europe, and Southeast Asia.My approach goes beyond channel execution: I create the measurement, targeting, routing, and experimentation layers that make acquisition predictable and scalable.

projects

What I Do

  • Develop multi-market acquisition strategy across Google, Meta, LinkedIn, and DSP partners
  • Improve CAC, LTV/CAC, and ROAS by aligning targeting, messaging, routing, and attribution
  • Build cross-channel audience architecture using segmentation, intent signals, and product-led insights
  • Identify friction across ad → landing page → onboarding, and optimize activation flow
  • Collaborate with product, design, sales, and data teams to unify acquisition and qualification
  • Develop testing roadmap: creative, audience, bidding, landing page, and funnel experiments
  • Leverage AI-assisted insights for creative analysis, segmentation, and efficiency optimization
Framework

My Acquisition Framework

  • Understand Demand & Intent. Map search intent, competitive positioning, ICP behavior, and multi-region differences
  • Architect the Funnel. Define messaging, landing paths, qualification logic, routing, and onboarding workflows that affect CAC quality—not just volume.
  • Run Structured Experiments. Test creative, placements, audiences, and funnels using systematic prioritization (ICE/PXL), while monitoring downstream activation and revenue—not just CTR.
  • Optimize for Efficiency at Scale. Refine bidding logic, improve quality signals, reduce wasted spend, and use AI to accelerate insights and automate parts of the optimization process.
  • Align the Organization. Work with sales, product, and data teams to ensure lead quality, SLA, and lifecycle progression match acquisition strategy.
Tools
Acquisition Platforms Google Ads, Meta Ads, LinkedIn Ads, Programmatic / Display
Analytics & Measurement  GA4, LookerStudio, Amplitude, LTV / CAC / ROASmodeling
Targeting & Tracking UTM, Cohort analysis
Automation & AI Routing workflows, lead qualification logic, creative analysis, segmentation enrichment

Featured Experience

User Acquisition & Performance Marketing

How I drive predictable, scalable, and efficient growth across global markets 

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Scaling SMB Outbound Using a Marketing-Led Revenue Engine

Building a hybrid outbound system powered by marketing infrastructure, data signals, and operational automation

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More Reading

Affiliate and Referral Growth, Marketing Ops

From B2C Affiliate Experience to Launching a B2B Fintech Affiliate Program

Before joining the team, I had spent several years running affiliate programs in B2C verticals, primarily in the home improvement and clean energy space. That work involved packaging offers, working with affiliate networks, managing traffic quality, and d...

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Email and CRM, Data Automation and AI, Marketing Ops

Scaling a New Product Launch with Marketing Ops Infrastructure

When we started expanding this referral-driven initiative, the biggest risk wasn’t performance.It was data.The project touched multiple teams and systems at the same time. New users were coming in through existing customers, not through standard inbound o...

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Product Lifecycle, Affiliate and Referral Growth

Designing a Referral-Driven Lifecycle Without Breaking Trust

I joined a project focused on acquiring new customers through an existing payment flow. Our import and export customers were already using the platform to pay their suppliers. From the supplier’s perspective, the experience was simple. A payment was sent,...

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Daniel is a colleague you can count on. Always open to new workflows or how to improve existing ones, he brings a collaborative and enthusiastic approach to operational initiatives. For every project, he's also a strong partner to help shepherd and support the development of net new deliverables, troubleshooting everything from design resources to securing buy-in from cross-functional global stakeholders, including executives. Anyone would be lucky to work with Daniel, and have him on their team.
- ​Christine M. Porretta, ​​Senior Manager, International Marketing @ Gusto  -

Want to see how I apply growth strategy in real-world projects?

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