MARY KRAUS
Performance Marketing Professional
Pittsburgh,PA
Summary
Strategic marketer with over 10 years of experience in performance marketing, strategic brand campaign planning, and media measurement. My career is marked by successful campaign and channel launches and innovative marketing strategies that drive growth and enhance the customer experience across all touch points.
Overview
12
12
years of professional experience
Work History
Performance Media Lead
Rivian
09.2024 - 11.2025
- Successfully led Performance Media strategy and execution across search, social, programmatic, and affiliate channels, achieving a +42% QoQ increase in paid-media attributed leads while reducing CPL by 26%. Launched in-platform lead capture (Google Lead Forms, Meta Lead Ads) in September 2025, coordinating legal, privacy, and MarTech efforts for smooth implementation.
- Developed and scaled the Affiliate marketing program to expand partner reach and increase lead volume by 18% on a performance-based CPA model. Managed the affiliate agency RFP process, onboarding 15 partners including CNET/PCMag and WIRED.
- Enhanced lower-funnel efficiency on Meta through creative testing, achieving a lead cost of $92.54 compared to standard costs of $110-$125. Created reporting dashboards to optimize performance and support creative updates.
- Implemented Google Performance Max and Demand Gen tactics to effectively reach targeted audiences, resulting in campaigns generating 57% of paid media attributed leads at a 30% lower CPL.
- Spearheaded the Dynamic Creative Optimization (DCO) roadmap by activating AdGreetz tests and piloting Smartly.io social DCO initiatives, while conducting an RFP for feed management to enhance product feed quality.
- Strengthened agency governance by developing a KPI framework for investment oversight and optimization, alongside WBR/QBR accountability metrics to drive continuous improvement.
- Oversaw budget stewardship and management, maintaining a ~$25M performance media budget plan and aligning media investments with business priorities. Managed weekly performance dashboards and contributed insights for Marketing Leadership WBR/QBR scorecards to support resource allocation and pacing decisions.
Manager, Paid Media
The North Face
10.2021 - 09.2024
- Led Performance Marketing team in developing and executing a comprehensive marketing strategy across Paid Search, Paid Social, Display, and Affiliate channels, improving efficiencies by over 29% year-over-year.
- Managed a $65M marketing budget, optimizing investment across performance marketing channels to achieve traffic and revenue goals with a keen focus on incrementality and efficiency (ROAS).
- Implemented a robust learning agenda focused on testing new channels and tactics, audience segmentation, creative, and campaign/bidding structures to continuously drive increased impact and growth.
- Spearheaded the launch of 2 major affiliate partnerships with American Express and LTK, resulting in $3M revenue in the first 6 months.
- Developed and maintained cross-functional relationships, advancing 15+ projects quarterly by collaborating with E-Commerce, Finance, Analytics, and Creative teams.
- Negotiated with external vendors to implement cost-saving tools, saving the company over $800K in ad spend while shifting existing spend to more incremental tactics.
Senior Coordinator, Paid Media
The North Face
10.2019 - 10.2021
- Supported in leading the planning and execution of paid media campaigns across Brand and Performance channels and initiatives, resulting in +16% revenue growth year-over-year.
- Implemented a campaign restructure focused on driving profitability within paid shopping campaigns resulting in +14% increased spend against high margin products at +35% improved ROI.
- Collaborated with internal and external agency teams to align media briefs, strategies, and plans with brand and business objectives.
- Lead the briefing of paid media creative needs for 20+ campaigns, partnering with internal and external agencies to ensure assets adhere to brand guidelines and best practices.
Digital Marketing Manager
Artifact Uprising
04.2016 - 09.2019
- Managed a paid media budget of $5M across search and social channels focused on driving new customer acquisition and profitability.
- Efficiently scaled digital marketing spend by over 250% over the span of 3 years, while decreasing new customer acquisition costs by 24%.
- Spearheaded Facebook and Pinterest paid media programs, building the strategic marketing plan from the ground up resulting in over $6M in attributed revenue in the first 12 months.
- Lead A/B testing across all channels then implemented and scaled results into overall media strategy.
- Developed audience segmentation across new customer acquisition, remarketing and retention strategies and channels.
Lead Media Buyer
Standard Advertising
10.2013 - 03.2016
- Managed a paid social budget of over $2M resulting in $800k profit for health and beauty clients in the affiliate marketing industry.
- Monitored key performance metrics across all campaigns and executed optimizations by analyzing revenue, ROI, CTR, and CPC.
- Lead weekly meetings with key stakeholders to share reporting and insights.
Education
Bachelor of Business Administration - Finance and International Business
University of Dayton
Dayton, OH05.2013
Skills
Platform Trafficking & Reporting - Google, DV360, Microsoft, Meta, Pinterest, LinkedIn, TikTok, Snap, YouTube
Reporting Tools - GA4/Google Analytics, Tableau, Hex
Team Management
Performance Media Strategy
Budget Management
Agency Governance & Accountability
Accomplishments
- Developed Rivian's Affiliate marketing program, offering a first-to-market opportunity in the automotive sector.
- Successfully managed a $65M marketing budget at The North Face, consistently meeting traffic and revenue targets.
- Introduced cost-saving tools (Lunio, Ad.Ai) at The North Face, enhancing traffic quality and driving significant marketing incrementality.
- Expanded creator partnerships at The North Face by designing a robust affiliate strategy for the Holiday season, resulting in a 4.59% engagement rate and a 125% year-over-year increase in site traffic from affiliates.
- Led the migration to a new website platform at The North Face, coordinating cross-functional teams to ensure a seamless transition with minimal impact on performance.
Timeline
Performance Media Lead
Rivian
09.2024 - 11.2025
Manager, Paid Media
The North Face
10.2021 - 09.2024
Senior Coordinator, Paid Media
The North Face
10.2019 - 10.2021
Digital Marketing Manager
Artifact Uprising
04.2016 - 09.2019
Lead Media Buyer
Standard Advertising
10.2013 - 03.2016
Bachelor of Business Administration - Finance and International Business
University of Dayton