Alyssa Alley

Social Media Marketing Specialist • Growth Marketing Manager • Content Marketing Manager • Charlottesville, VA, US

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Digital Marketing

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Asana

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Available for hire fromNegotiable

Paid Media Strategist | Managed Over $15M in Ad Spend Across Social & Search

Experienced in paid media marketing with expertise across CPG, eCommerce, B2B, and B2C sectors. Proven success in digital strategy, campaign performance analysis, and creative content execution for known brands such as Koia, Lawless Beauty, Blueprint by Bryan Johnson, Ethique, and Komuso.

Projects

Scaling Meta Ad Spend While Maintaining Efficiency

I successfully scaled ad spend while maintaining efficiency by launching ASC+ campaigns with a strong focus on creative testing. By analyzing performance daily and making real-time optimizations—whether pausing underperformers, refreshing creative, or adjusting bids—I was able to steadily increase budget without compromising ROAS or CPA. This agile approach allowed for scalable growth while keeping performance tight and aligned with client goals.See More

Facebook Ads for Beauty Brands

Led a successful new shade launch for a well-known beauty brand sold at Sephora, resulting in the most profitable shade release to date. Drove over a 5x MER on day 1 alone, significantly surpassing benchmarks and client expectations.See More

Creative Analysis for Beauty

Skilled in creative analysis, I review performance data to identify top-performing elements—hooks, visuals, messaging, and formats—and translate those insights into actionable, strategic recommendations. From spotting patterns in thumb-stop rates to refining ad angles, I help brands continuously improve creative output and scale what works.See More

Black Friday/Cyber Monday Strategy + Results for Luxury Skincare Brand

Developed and executed a high-performing Black Friday/Cyber Monday strategy for a luxury skincare brand, combining ASC+ with retargeting and offer-based creatives. Focused on urgency messaging, exclusive bundles, and elevated visuals to align with the brand’s premium positioning.See More

Work History

Paid Social Strategist

Power Digital MarketingAug 2024 - Apr 2025 • 9 mos- Manage and execute full-funnel paid strategies across TikTok and Meta, overseeing 6+ figures in monthly ad spend for CPG brands (beauty, food and beverage, wellness). - Analyze campaign performance and generate strategic reporting, leveraging data storytelling to communicate insights, trends, and actionable next steps to clients. - Optimize paid social performance in alignment with business goals, adjusting budgets, targeting, and creatives to improve overall marketing efficiency. - Collaborate cross-functionally with creative, influencer, and organic teams to ensure best-in-class campaign execution and content alignment.

Paid Media Strategist

First Spark DigitalMay 2022 - Aug 2024 • 2 yrs 4 mos- Managed $200K–$500K+ in monthly paid media spend across 6+ eCommerce, B2B, and B2C clients, optimizing campaigns across Google Ads, Meta, TikTok, and LinkedIn to drive performance and maximize ROAS. - Spearheaded creative production, crafting compelling briefs and UGC scripts to drive the development of high-performing creatives monthly for campaign testing and optimization. - Delivered data-driven performance insights, leveraging Looker Studio, on-platform dashboards, and Triple Whale to analyze trends, track KPIs, and shape strategic decisions that maximize campaign effectiveness. - Led A/B testing initiatives for ad creatives, audiences, and bidding strategies, identifying top-performing variations to scale campaign performance.

Digital Media Strategist

LEVO Healthcare Marketing AgencyFeb 2021 - May 2022 • 1 yr 4 mos- Led a high-impact campaign for a $6B industry leader, successfully launching a new medical device, driving engagement, and exceeding marketing objectives. - Developed and executed targeted paid media strategies for dental practices, healthcare device manufacturers, and OBGYN clinics, driving high-quality SQLs and improving conversion rates. - Managed $100K+ in monthly paid media spend across multiple platforms, optimizing performance and ROI.

Creative Copywriter

LEVO Healthcare Marketing AgencyFeb 2020 - Feb 2021 • 1 yr 1 mo- Created high-converting marketing copy across digital and print channels, driving engagement and customer action within the healthcare vertical. - Managed and optimized organic social media accounts, curating content to enhance brand presence, foster audience engagement, and complement paid media efforts. - Optimized content for SEO, improving keyword rankings and increasing organic traffic.

Education

Virginia Polytechnic Institute and State University

B.A., Political Science | National Security

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