Alexis Gulden
Summary
Results-driven Performance Marketer with over 8 years of experience in scaling ecommerce growth through data-driven paid media strategies and innovative brand storytelling. Managed media budgets exceeding $10M to drive substantial revenue growth while enhancing ROAS and acquisition efficiency. Collaborated effectively with cross-functional teams to create impactful full-funnel marketing strategies.
Overview
6
6
years of professional experience
Work History
Digital Marketing Manager (Paid Social Lead)
Serena & Lily
Sausalito
06.2024 - Current
- Manage $10M+ annual paid media budget across Meta, TikTok, and Pinterest, generating $22M+ in attributed annual revenue while increasing paid social orders +18% and improving iROAS +16% through strategic oversight
- Led paid social strategy, forecasting budgets, allocating channels, and creating testing frameworks to optimize acquisition and scale revenue growth.
- Partnered with brand marketing and creative teams to integrate awareness and performance-driven storytelling, ensuring cohesive messaging across full-funnel campaigns.
- Developed and executed an always-on experimentation roadmap, incorporating creative A/B testing, incrementality testing, conversion lift studies, and MMM insights to shape investment strategy.
- Collaborate with cross-functional partners across eCommerce, merchandising, content, and CX teams to support integrated marketing campaigns and product launches
Digital Marketing Analyst
Serena & Lily
Sausalito
10.2022 - 06.2024
- Analyzed campaign performance and developed optimization strategies across paid search, paid social, and display, enhancing acquisition efficiency and conversion rates
- Created performance reports and insights to inform budget allocation and drive growth strategy
- Executed campaign setup, QA, and optimization across Google, Meta, and Pinterest platforms to ensure effective delivery
- Developed the paid media campaign calendar and partnered with creative teams to scale UGC and performance-driven ad creative
Senior Analyst, Search Investment
Monks
New York
10.2022 - 10.2023
- Managed $10M+ annualized paid search investment across US and Canadian markets supporting major global beauty brands under the Estée Lauder Companies portfolio.
- Optimized campaign structure, bidding strategies, and keyword targeting to scale acquisition while maintaining strict ROAS targets
- Conducted performance analysis and experimentation across ad copy, landing pages, and bidding strategies to improve campaign efficiency
- Implemented campaign restructures and integrated CDP audience signals to enhance targeting and improve conversion performance
- Delivered performance insights and media recommendations to inform quarterly media investment planning
Media Buyer, Search & Programmatic
Lull
Santa Barbara
01.2022 - 10.2022
- Managed performance marketing and acquisition strategy across Google, Bing, Amazon, Roku, Adroll, MNTN, and SEO
- Executed testing across creative, audience targeting, bidding strategies, and landing pages to optimize CPA and ROAS
- Developed cross-channel growth strategies to drive efficient customer acquisition across emerging platforms
Junior Media Buyer
Lull
Santa Barbara
11.2019 - 12.2021
- Executed paid media campaigns across search, social, display, native, and CTV platforms, targeting new customer acquisition
- Collaborated with product, web, and engineering teams to launch sites and optimize performance
- Analyzed audience insights to enhance targeting and placement effectiveness.
Education
Bachelor of Science - Business Administration
California Polytechnic State University
San Luis Obispo, CA06-2019
Skills
- Performance marketing
- Campaign optimization
- Digital media strategy
- Paid media platforms: Meta ads, Google Ads, TikTok ads, Pinterest ads
- A/B testing
- Incrementality testing
- Media mix modeling
- Analytics strategy
- Data interpretation
- Media budget forecasting
- Budget management
- Cross-functional collaboration
Timeline
Digital Marketing Manager (Paid Social Lead)
Serena & Lily
06.2024 - Current
Digital Marketing Analyst
Serena & Lily
10.2022 - 06.2024
Senior Analyst, Search Investment
Monks
10.2022 - 10.2023
Media Buyer, Search & Programmatic
Lull
01.2022 - 10.2022
Junior Media Buyer
Lull
11.2019 - 12.2021
Bachelor of Science - Business Administration
California Polytechnic State University