Paid Social Experience:

I managed and optimized high-budget paid social media campaigns for the McDonald's client during my time at Starcom, focusing on platforms like Meta, Instagram, TikTok, Snapchat, Pinterest, Reddit, and Linkedin to drive engagement and brand awareness. I collaborated with cross-functional teams to execute strategic media plans, ensuring alignment with business goals and audience insights. My role involved leveraging data-driven insights to optimize performance, enhance creative strategies, and deliver measurable results that exceeded client expectations.

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Grimace Birthday Day Campaign

The Grimace Birthday campaign was a limited-time promotion celebrating the iconic McDonald’s character with the introduction of the Grimace Shake, aimed at driving nostalgia and increasing brand engagement across key audiences.

played a key role in managing and optimizing the campaign across Social Media platforms, focusing on strategic audience segmentation, budget allocation, and performance tracking.

Our paid social efforts leveraged a mix of static, video, and influencer-led content to drive awareness and participation in the viral trend, with a strong emphasis on maximizing engagement metrics such as reach, impressions, and conversions.

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Cardi B & Offset Meal

The Cardi B & Offset Meal campaign was a high-profile collaboration between McDonald’s and the celebrity couple, designed to drive cultural relevance, boost sales, and engage younger audiences through personalized meal offerings.

I managed and optimized the campaign, ensuring strategic audience targeting, budget optimization, and performance monitoring to maximize engagement and conversions.

Our paid social strategy included a mix of video ads, and influencer partnerships leveraging the couple’s influence to create excitement and drive in-app orders while closely tracking key metrics such as click-through rates, impressions, and return on ad spend (ROAS).

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Spotlight Dorado

The Spotlight Dorado campaign was a McDonald’s initiative aimed at empowering and amplifying Latino filmmakers by providing funding, mentorship, and a platform to showcase their creative work.

I was responsible for managing and optimizing the campaign, ensuring precise audience targeting, budget allocation, and performance tracking to maximize reach and engagement within the Latino community.

Our paid social approach featured compelling video content and storytelling elements that highlighted the filmmakers' journeys, driving awareness and participation through strategic placements while focusing on key performance metrics such as engagement rates, video views, and conversion tracking.

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World Cup 2022

The World Cup 2022 campaign was a McDonald’s global initiative designed to engage soccer fans, drive brand excitement, and boost sales through culturally relevant promotions and offers during the tournament.

I managed and optimized the campaign, leveraging geo-targeting and audience segmentation to reach soccer enthusiasts in key markets. Our paid social strategy included dynamic video content, in-game promotions, and region-specific messaging to enhance fan engagement, increase mobile app orders, and drive foot traffic to McDonald's locations, with a strong focus on performance metrics such as impressions, engagement rates, and return on ad spend (ROAS).

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MCDAAG

The McDonald’s All American Games (MCDAAG) campaign was designed to celebrate and promote the nation’s top high school basketball talent, reinforcing McDonald’s commitment to youth sports and community engagement.

I managed and optimized the campaign, utilizing targeted audience strategies to engage basketball fans, aspiring athletes, and sports enthusiasts. Our paid social efforts included high-impact video content, player spotlights, and interactive fan engagement initiatives, driving awareness and excitement for the event while closely tracking key performance metrics such as reach, video views, and engagement rates to maximize campaign impact.