Michael Enright

• I am responsible for the day to day management, performance and overall strategy for all paid media channel across Meta, Google and TikTok ads for both the Irish and the UK markets.
• Some of my more strategic responsibilities include, forecasting revenue targets on an annual and quarterly basis, setting both new and returning customer acquisition targets, establishing lead gen targets for CRM database growth and increasing our app installs. Setting and achieving CAC, ROAS, LTV and growing our AOV at a top-line level as-well as monitoring and improving hook rates, view rates, CTR rate and engagement rates across all creative at a more micro level.
• One of my core responsible is developing and managing the creative strategy across all paid media channels, this included briefing UGC content and scripts to our partnership or creator pool as-well as our social team, briefing static ads, motion ads and more refined video ads into our creative team along with working with our influencers to ensure content is on brand, key value propositions emphasised, audio is clean and edited to branding specifications which largely depends on the product and style we're trying to achieve with the content. In 2024 I launched 549 ads across Meta, Google and TikTok with a split of 41% in favour of video and 59% through static.
• Creating performance reports for paid media and reporting to our CEO on a Weekly, Bi-Weekly, Monthly and Quarterly basis through QBR reports and monthly trackers via looker studio, the setup of daily performance trackers via google sheets which allows us to monitor performance on a daily and weekly level.
• Implemented server side tracking to improve the quality of data collected and shared with paid media channels, CRM, Shopify and GA4.
• Segmented and utilised our large CRM database to ensure the data we're sending to paid media channels was optimal and having a positive impact on targeting new customers as-well as reaching our existing customer base.
• Driving App downloads via Meta, Google and TikTok, this involved outlining the creative and implementing the campaigns. in total we drove 21,000+ app downloads across IRE and the UK
• Grew our CRM database by lead 75,763 via lead gen campaigns across Meta. This was achieved by implementing an always on approach to lead gen to supplement seasonal activations or product launches and BFCM.
• As a channel lead i work closely with CRM, Social and eCommerce teams to ensure a cohesive campaign structure is followed across all channels ahead of product launches, seasonal sales(BFCM) and during our always on or "BAU" periods.
• Placed large emphasis on contribution margin reporting to ensure ad spend is being allocated to key revenue driving categories and products and ensuring profitable growth at a sustainable ROAS.
• Grew Meta Revenue in the IRE market by +127% YOY to €4.5m+ (Jan - Dec 24') with a ROAS of 9:1, +11% YOY
• Grew Meta revenue in the UK market by +894% YOY to €1m+ (Jan - Dec 24') with a ROAS of 2.3:1, +305% YOY
• Grew Google ads revenue in the IRE market by +207% to €2.4m+ (Jan - Dec 24') with a ROAS of 8.2:1, +552% YOY
• Grew Google ads revenue in the UK market by +147% to €300,000+(Jan - Dec 24') with a ROAS of 4.5:1, +32% YOY
• Grew Google ads revenue in the UK market by +147% to €300,000+(Jan - Dec 24') with a ROAS of 4.5:1, +32% YOY
• Grew TikTok ads revenue in the IRE market by +714% to €1,000,000+ (Jan - Dec 24') with a ROAS of 11:1, +175% YOY
• Grew TikTok ads revenue from €0 to €200,000+ in the UK market with a ROAS of 3:1
• Grew search volume for Sculpted By Aimee by +32% in the Irish market and +76% in the UK market YOY, outpaced one of our key competitors, REFY, by 77%in the Irish market and 442% in the UK market.

• My primary role involves developing and implementing paid media stratagies across Meta, Google ADs, Tiktok and Pinterest.
• I was responsible for ensuring campaigns have been structured and optimised to best practice standards to drive preformance across top, middle and bottom of funnel.
• Daily management of campaigns to improve efficiency in terms of meeting COS% and ROAS targets as well as optimising Meta and Google ADs accounts to reduce wasted spend and drive new customer acquisition.
• I developed creative best practice decks for clients to aid with the development of AD creative, making sure creative where optimised across Meta(Static, motion, UGC) Tiktok(UGC) and Youtube. decks included examples of AD types to test, past creative performance and demographic analysis, these decks were data driven with creative ideation, testing and iteration at thE heart of the strategy.
• I was responsible for mentoring a team of 4 performance marketing managers with optimising their campaigns aimed at driving incremental revenue across paid channels, increasing market share, improving customer acquisition costs, driving new customer acquisition and ultimately increasing customer LTV. I also supported them with strategy development and presentations to clients as well as troubleshooting when on occasion issues arose.
• I developed and support my colleagues with quarterly business reviews(QBRs) decks where we highlight performance from the previous quarter across channels utilising Shopify, GA4 and paid media platform data. We also developed and outlined our strategy for the upcoming quarter in these meetings.
• Support colleagues with client communication and on occasion troubleshooting and resolving issues, related to shopping feeds, creative and tracking performance.
• I developed in depth reporting dashboards across Looker and google sheets by using blended data from paid platforms, GA4 and our clients Shopify platform. These media efficiency reports help highlight weekly, monthly, quarterly and annual performance ensuring we remain on track to achieve revenue targets.
• Supported clients with Shopify website optimisations that improved engagement metrics such as bounce rates, page depth, time on site, product discoverability and ultimately website conversion rates.
• GO-TO Skincare (skincare) - Increased annual revenue by 29% across paid media channels(meta, google & Tiktok). Developed Meta & TIKTOK ads creative deck to improve engagement on paid ads which improved overall ad CTR by 35% vs the account average for the previous period, reduced CoS%/ROAS by 21% by improving account structure.
• Attaquer (premium cycling apparel)- Increased revenue for by 83% YOY across the AUS, US & UK markets through paid media channels(google ads & Meta). Grew monthly new customer acquisition from 27% to 52%. and increased their Klaviyo database by 11,000 users in 4 months.
• Steadyrack (cycling)- Increased revenue by 19%(YOY) across the AUS, US, CAN, UK and EU markets through a blend of paid media and email(Klaviyo)
• BASSIKE (Fashion) - Improved media efficiency by reducing spend by 11% and increased revenue through Meta, Google and Klaviyo by 13%. Developed a creative test and iteration deck for Meta and Youtube which helped improve our account creative depth and variety.
• ARMS OF EVE (Jewellery)- Increased YOY revenue by 8% and new customer acquisition monthly avergae from 37% to 46% by optimising Meta and google campaign structure and audience targetting.
• ARTBID (art auction) - Prior to their online art auction we drove 1600 leads through google and meta over the course of a 9 week campaign. we also setup Klaviyo flows to target users with informational content over the 9 week period to ensure they stay engaged and prior to the auction we implemented a activation campaign to ensure online attendance was maximised.
• IKKARI (go to market) - Aje Athletica launched a skincare brand and we where responible for driving brand awaeness across Meta, Google, Tiktok and retention through Klaviyo. We attained a ROAS of 3:1 within our first 3 months which growing Ikkaris overall market share to 40% on google, competing directly with Aesop.

• Portfolio management - I managed a full portfolio of eCommerce and B2C lead gen clients for brands such as Pamela Scott, Meaghers Pharmacy, Expert Electrical, Kilkenny Shop, Eurogiant, Inglot, Institute of Education, Kingspan, Golden Discs, Select and NM money in the UK where we where nominated for an award for driving leads at a Cost/Conversion of €11/lead at 900+ leads per month for their mortgage broker business. For each client i was responsible for forecasting, setting and reporting on KPIs such as revenue & lead targets, increasing client's market share vs competitors, growing traffic, generating demand and micro conversions across my portfolio.
• Paid strategy implementation - I was responsible for developing, pitching, implementing and monitoring the PPC strategy for my clients, ensuring Revenue/lead targets were achieved, budget management, general account optimisation, future proofing campaigns using 1P data, forecasting future revenue targets and budgets, defining PPC & Social Ads activities including seasonal strategies for Black Friday, Christmas, Summer/Autumn/Spring sales, Back to school, ensure ROAS targets achieved and profitability maximised. This would then be dispersed through the agency for PPC, Social and account managers to use for their clients. stratagies would then be dispersed throughout the agency for PPC, Social and account managers to use for their clients.
• Development of creative service - I assisted with the development of Core Optimisations creative product which was used to pitch to clients. This was a cross team collaboration effort between both the PPC and Social teams whereby we defined the visual and motion graphic creative service along with a testing framework. We also outlined OKRs and the creatives we could deliver for clients, developed a creative asset briefing template and a creative asset testing structure.
• Audits and client pitches - I was responsible for completing audits for potential clients, working in collaboration with the sales team to ensure successful pitches and once pitches were won, I lead the wider strategy, campaign development and optimisation along with reporting ensuring best in class service was provided to clients.
• PPC product develoment - I was responsible for developing the PPC product core optimisation would use for pitching to B2C and B2B clients, along with defining OKRs, client tiering structuring and PPC team recruitment and PPC team development.
• PPC Team Lead - I was responsible for mentoring, developing and supporting junior and senior colleagues across both the PPC team and wider agency. I would develop my colleagues into high-performing PPC specialists and PPC account managers/strategists capable of creating high performing marketing campaigns for clients. I also developed an Intricate reporting dashboard so as to monitor and report on performance across 116 PPC accounts
• Report & Analysis - Developed a dashboard to help report on client campaign performance across Google ADs, Social and organic. This included reporting on CAC, ROAS, CPA and LTV metrics along with spend, revenue, traffic and micro conversions such as add to cart rate and sign up rate. For this i used supermetrics coupled with looker reports to visualise data from client CMS, AD platforms and analytics.
• CRO - I developed and oversaw the conversion rate optimisation service for Core optimisation. This included data collection and analysis, UX research and ensuring UX best practices were implemented across clients website, develop, implement and monitor A/B testing along with multivariant tests. I developed a 300 point CRO & UX checklist which i use to audit and improve websites and develop hypothenuse for tests with.
• User analysis & 1P Data Segmentation - Leveraged clients email databases to segment users based on repeat purchases, LTV, category/brand purchases, where they were in the sales funnel to create similiar audience strategies across social and google ads campaigns
• Team collaboration - Ran the PPC monthly meetings ensuring new initiatives were adopted, insights were shared amongst the team and encouraged colleagues to share challenges, opportunities, insights and solutions.
• Cross channel collaboration - Ensured collaboration with Social, SEO and account manager teams to create effective and efficient cross-functional collaboration within the agency aimed at ensuring client success.

Whilst i still managed a full portfolio of eCommerce and B2B clients my role changed to include more strategic planning for the digital ops team including training, mentoring, forecasting, data visualisation and competitor analysis across PPC, SEO & Social.

Monitored Core Optimisations entire portfolio of PPC accounts, 107 in total, ensuring best in class campaign management in adhered to. This included supporting colleagues both in the PPC team and account manager team to ensure optimal performance is achieved.

Reported directly to COE, David Brett on monthly KPIs, new and current initiatives and employee wellbeing.

Developed first party data strategy to offset to impact of cookie less marketing future which had only recently been announced and created a lot of uncertainty amongst internal teams and with clients.

Responsible for auditing potential clients PPC accounts from which we developed growth strategies and presented findings to client along with strategy.

Developing export strategy for Select, Meaghers and Kilkenny Design across multiple international markets including the UK, US, Canada Australia and Portugal.

Mentored and supported a team of 6 paid search specialist as well as digital marketing executive, I trained and developed account managers knowledge of our PPC strategy so as to ensure efficient communication with clients.

Grew Meaghers online revenue by 25% YOY to €4,803,296 in 2021 through google ads, increased their conversion volume by 26% and grew their market share to 41% overall with only Amazon UK ahead of us in a market with 42 other retailers.

Grew Select/Compu b online revenue by 141% YOY to €1,191,749 through Google ADs, this was one of our more challenging wins due to the nature of Apples product margins i.e Macbook 8%, iPhones 5% and Airpods 11%, this meant we had to be very restrictive with our cost/conversion targets, ROAS bids and granular with our first party data segmentation to ensure we were efficiently growing our google ADs revenue at a profitable and sustainable rate. We grew overall revenue by 68% YOY on their most profitable products, Macbooks and reduced the cost/conversion by 51% to €60. We also grew their accessories revenue from roughly €150,000 to over €600,000 through Amazon and Google ads, previously this had accounted for less than 2% of their annual online revenue and grew to 10%.

Grew Expert Electricals online revenue by 66.75% YOY to €1,459,431, leaned heavily on first party data to create very specific similar audiences which were used to drive upper funnel awareness for each of their key revenue driving categories.

developed a strategy to Increased Experts market share across search and shopping campaigns to increase overall non brand market share. We achieved and maintained an average search impression share of 50.91% in 2021 with only Amazon uk out positioning us in the search results and 48 other competitors in the auction.

• At this point in my career i decided to focus more on eCommerce clients as i found them more dynamic and enjoyable to work on.
• Won best search campaign at Spiders for work on eurochange
• Finalist for best search campaign at Spiders for work on NM Money
• Finalist at DMA for best PPC campaign for work on The Red Cow
• Became responsible for CRO projects uncovering and presenting user insights and ensuring UX best practices were in place primarily for eCommerce clients. some client i have worked on include Compu b, Atkins, Wardrobe Plus and Mulligans Pharmacy.
• I also became responsible for training colleagues in more advanced PPC skills, developing their auditing and portfolio management capabilities for both retail and B to B. Ensuring they're able to achieve demanding KPI targets and forecast budgets, revenue and demand.
• Representing Core Optimisation through speaking at conferences &
  webinars.
• I've also trained account managers in the fundamentals of PPC, CRO and Google analytics, empowering them to pull key insights for clients and help support specialists.
• Meaghers Pharmacy - I grew their online PPC revenue from €345,000 in 2019 to over €4,500,000 PA in 2022 maintaining a 12.5:1 ROAS and growing their market share to average 60% for our targeted brands and categories. We now outcompete competitors such as Amazon, Lookfantastic, hollandandbarrett, Boots and cultbeauty for market share in ireland.
• Pamela Scott - I grew their online revenue in 2022 by 7% YOY, increase YOY market share by +31% and at a ROAS of 25:1.
• Expert Electrical - Having grown their online revenue from €278,000 in 2019 to €1,600,000 in 2022 with a ROAS of 9,4:1 we now outcompete Amazon, DID, Harvey Norman, Curry's, buyitdirect.ie and littlewoods for market share in the Irish market.
• NM Money Mortgages(Lead Gen) - a UK based mortgage broker I grew their monthly lead volume to average 900 leads per month through Google ADs at a cost per conversion of £11.50
• Compu b/Select - Grew their online revenue from €540,000 in 2017 to over €3,000,000 PA in 2021 and 2022 whilst maintaining a ROAS of 14:1.
• Inglot IE & UK - Grew online revenue for both Ireland and the UK by 574% whilst improving market share vs competitors by 93%. we also focused on improving profitability, increasing their ROAS from 2:1 to 5:1

• I began managing larger PPC accounts such as eurochange in the UK, Compu b/Select in Ireland as well as larger hospitality clients such as The K Club, Mount Juliet, The Red Cow and Corus hotels
• With Compu b/Select I achieved a 16:1 ROAS and increasing their Irish market share to 45% vs competitors.
• With eurochange, a UK based Bureau De Change with over 170 branches, we increase their market share to the point where they were second in the British Market behind Travel FX achieving and maintaining a monthly ROAS of 200:1. Their website became the most profitable channel of their business, outperforming their London based branches.
• With my hospitality clients the objective was to always outcompete Booking.com in terms of market share and achieve a ROAS of between 20:1 or, at least 10:1

• At the beginning of my digital marketing career i was working across all 3 digital channels gaining insight and experience before deciding to specialise in Google ADs
• Responsible for growing revenue and market share for a B to C hospitality focused portfolio.
• Responsible for managing a small SEO portfolio for for hospitality
• Responsible for managing a small Social portfolio for for hospitality