This global finance client operated a digital wallet product with highly specific commercial targets across every market - from strict CPA thresholds to ARPU requirements that varied by region. The remit was conversion-first, demanding a disciplined performance structure that could scale efficiently while maintaining profitability.

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I led a full-funnel activation strategy primarily across Meta and Google, tailoring campaigns to each market’s behavioural patterns, competitive landscape and value dynamics. The work required constant calibration between audience expansion, creative iteration and algorithmic efficiency to ensure every region met its acquisition benchmarks.

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A core part of the partnership involved forecasting, pacing and scenario planning to help the client prioritise investment where performance and lifetime value were strongest. This balance between scale and unit economics underpinned consistent, predictable growth worldwide.