Thomas Dotterer
Scottsdale,AZ
Summary
Growth-focused marketing leader with 7+ years of experience managing multimillion-dollar paid social programs for top consumer and enterprise brands. Proven expertise in customer acquisition, lifecycle marketing, remarketing strategy, and team leadership. Known for driving measurable ROI, scaling budgets efficiently, and aligning paid media strategy to full-funnel business objectives.
Overview
10
10
years of professional experience
Work History
Senior Marketing Manager – Paid Social
Instacart
01.2025 - Current
- Owned Paid Social strategy and execution across Meta, Snapchat, TikTok, Reddit & Pinterest, driving efficient new customer acquisition at scale.
- Developed short- and long-term channel roadmaps aligned to platform capabilities, growth targets, and full-funnel objectives.
- Led end-to-end campaign execution including planning, budgeting, creative development, launch, pacing, optimization, and reporting.
- Drove ongoing experimentation across creative, audiences, formats, bidding strategies, and landing experiences to improve CPA, ROAS, and incremental performance.
- Partnered closely with Data Science, Marketing Analytics, and MarTech teams to advance measurement, attribution, and incrementality frameworks.
- Served as primary point of contact for platform partners, aligning on roadmap opportunities, beta testing, and performance insights.
- Collaborated with Brand Strategy and Creative teams to deliver high-performing creative that balanced growth efficiency with brand equity.
- Reported weekly performance, insights, and recommendations to senior leadership against core growth KPIs.
Growth Marketing Manager – Paid Social
DraftKings Inc.
01.2022 - 01.2024
- Led paid social campaigns for new user acquisition and remarketing across Sportsbook and Fantasy products, driving engagement, retention, and lifetime value.
- Collaborated with leadership to align business goals with campaign strategies, executing buys across Meta, Snapchat, Reddit, and X (Twitter) with a full-lifecycle lens.
- Managed and optimized $15M–$20M in annual spend, ensuring efficient allocation and sustained ROI across acquisition and retention initiatives.
- Curated targeted remarketing strategies with personalized offers, tailored creative, and lifecycle-based messaging to improve reactivation and LTV.
- Led and mentored a team of 2–3 media buyers, overseeing performance, development, and best-practice adoption.
- Designed and executed audience and creative A/B testing frameworks to improve acquisition efficiency and retention performance.
Director - Paid Social
Investis Digital
01.2021 - 01.2022
- Led a team of 8–10 paid social specialists supporting 20+ clients including Kendra Scott, De’Longhi, Tarte, Spalding, and UVA Darden.
- Managed $25M+ in annual paid social budgets, ensuring strong pacing, performance, and client satisfaction.
- Owned RFP responses and supported new business development efforts.
- Built budget forecasting and pacing frameworks to optimize performance and transparency.
- Oversaw recruiting, hiring, and onboarding to support department growth.
Associate Director, Paid Social
iCrossing
01.2019 - 01.2021
- Directed local and global paid social campaigns with budgets exceeding $1M per month for enterprise brands including NBA, PetSmart, Microsoft, Humana, and Sargento.
- Led audience segmentation, targeting, and optimization aligned to client KPIs and business outcomes.
- Mentored and developed team members while supporting recruitment and talent development initiatives.
- Established best practices, testing frameworks, and operational workflows to drive performance improvements.
Supervisor, Paid Social
iCrossing
01.2019
- Oversaw day-to-day execution and optimization of paid social campaigns across multiple accounts.
- Provided strategic guidance and performance oversight to analysts and junior team members.
Senior Analyst, Paid Social
iCrossing
01.2018 - 01.2019
- Executed and optimized paid social campaigns across Meta and emerging platforms, focusing on performance efficiency and reporting accuracy.
- Supported advanced testing initiatives across audiences, creative, and bidding strategies.
Media Analyst
iCrossing
01.2016 - 01.2018
- Supported media planning, campaign execution, and performance analysis across digital channels.
- Built foundational expertise in paid media optimization, analytics, and reporting.
Education
Bachelor of Arts (B.A.) - Sociology
University of Arizona
Tucson, United States01.2014
Skills
- Paid Media & Strategy
- Meta Ads, Snapchat Ads, TikTok Ads, Pinterest Ads, X (Twitter) Ads, Reddit Ads
- Google (Search & Youtube) Ads, Microsoft Ads
- Reporting & Analytics
- Mode, Branch, Tableau, Singular, Google Analytics, Adobe Analytics, Datorama
PUBLICATIONS
- Success Story: Attracting Drivers with Facebook Lead Ads (2019)
- Meta (Facebook) - https://www.facebook.com/business/success/swift-transportation
Timeline
Senior Marketing Manager – Paid Social
Instacart
01.2025 - Current
Growth Marketing Manager – Paid Social
DraftKings Inc.
01.2022 - 01.2024
Director - Paid Social
Investis Digital
01.2021 - 01.2022
Associate Director, Paid Social
iCrossing
01.2019 - 01.2021
Supervisor, Paid Social
iCrossing
01.2019
Senior Analyst, Paid Social
iCrossing
01.2018 - 01.2019
Media Analyst
iCrossing
01.2016 - 01.2018
Bachelor of Arts (B.A.) - Sociology
University of Arizona