Looking for a job

Francis Soriano

@francissoriano

Paid media leader seeking a Director or Head of Paid Media role, with $60M+ managed and a US eCommerce account reaching $36.95M conversion value.

Philippines

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What I'm looking for

I’m seeking a Director / Head of Paid Media role owning multi-channel budget, team and growth targets, and I’m open to remote international roles.

At Lemonade.io, I owned paid acquisition strategy and budget allocation for SaaS lead generation and a multi-clinic medical-aesthetics portfolio across the US and UK. I implemented offline conversion imports to shift bidding from form fills toward qualified leads and closed revenue.

Across my paid media work, I’ve managed $60M+ in spend and built systems for budget decisions, measurement, creative testing, and buyer QA. For a US home-improvement eCommerce account, $10.46M in Google Ads spend generated $36.95M in conversion value; I’ve also trained junior buyers and authored a 58-page Creative Strategy for Meta Ads handbook.

Experience

Work history, roles, and key accomplishments

Growth Marketing Manager

Lemonade.io

Apr 2025 - Jul 2026 (1 year 3 months)

Owned paid acquisition strategy and budget allocation for a US$866K SaaS lead-generation account and a US$429K multi-clinic medical-aesthetics portfolio across the US and UK. Implemented offline conversion imports to optimize bidding for qualified leads and closed revenue.

Google Ads Search Performance Max Demand Generation Offline Conversion Import (OCI)Budget allocation Lead Generation SaaS Medical Aesthetics

PPC Manager

Inumin Media

Jan 2025 - Mar 2026 (1 year 2 months)

Owned multi-channel acquisition across Google, Meta, LinkedIn and TikTok for Canadian and US eCommerce and lead-generation clients. Grew a Canadian tools eCommerce account to CA$1.28M tracked revenue from CA$234K spend, including CA$747K in cross-sell revenue.

Google Ads Meta Ads LinkedIn Ads TikTokAds Search Performance Max Display Demand Generation Trackings GTM UTMs Conversion Events Ecommerce Lead Generation

Meta Ads Manager & Creative Strategist

Paperboy Studios

Aug 2024 - Jan 2026 (1 year 5 months)

Owned full-funnel Meta acquisition for newsletter and subscription businesses against sub-$1 CPL, purchase-volume and ROAS targets. Built the creative operating model and directed designers and editors against it.

Meta Ads Creative Strategy CPL Optimization ROAS Ad Preview and Diagnosis Hook Rate CTR CPA Frequency Fatigue Analysis Campaign Proposal Budget Planning Stakeholder Presentation

Marketing Manager

Plan C Agency

Mar 2023 - Aug 2024 (1 year 5 months)

Managed $2.48M across 4,979 roofing lead-generation campaigns: 1.12M link clicks, high-volume campaigns at ~$18–$40 CPL. Delivered 11,610 HVAC leads from $538K at $46.38 CPL, and 7,903 conversions from $601K for a multi-location dental account.

Google Ads Meta Ads Programmatic CTV OTT Radio Out Of Home Lead Generation Budget Management Campaign Review Process Creative Briefing

Paid Media Buyer

JRNY Digital

May 2024 - Jul 2024 (2 months)

Managed a multi-vertical Australian portfolio (home services, legal, automotive, building supply, SaaS, eCommerce) with state-level geo architecture. Ran an A$518K automotive portfolio at ~A$13.61 per conversion and generated 5,731 conversions at A$76.21 for a Brisbane home-services client.

Google Ads Meta Ads Lead Generation CRO Budget Management Geo Targeting Home Services Legal Automotive SaaS Ecommerce

Senior Paid Advertising Manager

Carl Ocab Digital Marketing

Jul 2019 - Feb 2021 (1 year 7 months)

Led acquisition across Meta, Google, LinkedIn and TikTok for B2B and lead-generation clients in the Philippines, Singapore and international markets. Onboarded and trained junior media buyers and VAs, set naming and account-structure QA standards, and contributed to hiring.