Abel User

Led global paid search for Bacardi and FedEx EMEA, managing 45+ Google Ads accounts and €500K+ monthly budgets; delivered 45% CPC reduction and 80% YoY traffic growth through AI bidding and structural optimisation. Promoted to lead North America strategy while mentoring 4 direct reports and standardising Looker Studio reporting.

Owned European Google Ads and Amazon Ads strategy for Bacardi, managing 40+ accounts and delivering weekly stakeholder reporting using Looker Studio; coordinated audience segmentation and KPI frameworks. Supported and managed junior specialists during peak periods.

Managed Google Ads and Amazon Ads campaigns for clients including McArthurGlen and Cigna; implemented Smart Bidding and SA360 automation and delivered GA4/Looker Studio performance reporting to improve targeting and ad relevance.

Executed PPC campaigns for Mondelez, British Council and Huawei; managed daily optimisation, reporting and QA, and developed best-practice documentation to streamline setups and reduce errors.

Completed a Digital Marketing Diploma focusing on digital marketing tactics, analytics, and campaign execution.

Completed a Master's Degree in Corporate Communications focused on corporate and stakeholder communications.

Completed the Strategic Marketing Program covering strategic marketing principles and applied marketing techniques.

Earned a degree in Advertising and Public Affairs covering advertising, public relations, and communications strategy.