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Michael Kaplan

@michaelkaplan1

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Growth marketing executive at Tinuiti who scaled media investment 2.9x while cutting CPAs 60%.

United States

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At Tinuiti, I own full-funnel growth strategy for a multimillion-dollar portfolio. I drove 15% revenue growth and improved spend efficiency by 12%+ by reallocating budget against marginal return and contribution margin.

At Tinuiti, I grew media investment 2.9x year over year while cutting CPAs 60% and improving contribution margin 10%. I used proprietary and recurring media mix modeling, geo lift, and brand equity measurement to eliminate 12%+ of systemic media waste.

At Cramer-Krasselt, I led integrated search and paid social strategy across a $50MM+ annual media portfolio. I also led an agency-wide Conversions API build and helped win two new accounts through continuous testing of creative, audiences, landing pages, and offers.

Earlier at Cramer-Krasselt, I built the paid social and search planning practice, including measurement and experimentation frameworks later adopted across teams. At Resolution Media, I managed and optimized paid media investment across Facebook, Twitter, Pinterest, and Instagram.

Experience

Work history, roles, and key accomplishments

Current

Director of Growth, Client Partner

Current

Tinuiti

Sep 2025 - Present (1 year 2 months)

Drove 15% revenue growth and 12%+ spend efficiency improvement for a multimillion-dollar portfolio. Owned full-funnel growth strategy, forecasting, and executive reporting.

Media Mix Modeling Incremental Testing Attribution Budget allocation Forecasting Executive Reporting Team Leadership Creative Strategy Paid Media Google Ads Meta Ads YouTube TikTok CTV Programmatic DOOH Audio Pinterest

Director of Growth

Tinuiti

Jul 2024 - Sep 2025 (1 year 2 months)

Grew media investment 2.9x YoY while cutting CPAs 60% and improving contribution margin 10%. Deployed proprietary MMM and brand equity measurement to eliminate media waste.

Media Mix Modeling Incremental Testing Attribution Budget allocation Paid Media Google Ads Meta Ads YouTube TikTok CTV Programmatic DOOH Audio Pinterest Channel Partnerships

Vice President, Director — Search & Paid Social

Cramer-Krasselt

Dec 2023 - Jul 2024 (7 months)

Led integrated full-funnel strategy across a $50MM+ annual media portfolio. Directed multi-layered teams across Meta, Pinterest, TikTok, Google, and YouTube with accountability for efficiency and growth targets.

Paid Search Paid Social Media Strategy Team Leadership Google Ads Meta Ads Pinterest TikTok YouTube AI Analytics Reporting

Director — Search & Paid Social

Cramer-Krasselt

Sep 2023 - Dec 2023 (3 months)

Led agency-wide Conversions API build to future-proof measurement. Won two new accounts and improved conversion rate and AOV through continuous testing of creative, audience, landing page, and offer strategy.

Conversions API (CAPI)Server To Server Tracking Attribution Paid Search Paid Social Creative Testing Audience Development A B Testing

Associate Director — Search & Paid Social

Cramer-Krasselt

Sep 2021 - Sep 2023 (2 years)

Increased conversions 30% YoY for a national entertainment brand and lifted conversion rate 20% through a full paid search restructure. Built the agency's paid social and search planning practice from the ground up.

Paid Search Paid Social Conversion Rate Optimization Reporting Measurement Experimentation Creative Strategy Brand Strategy

Paid Social/Search Supervisor

Cramer-Krasselt

Mar 2020 - Sep 2021 (1 year 6 months)

Supervised paid social and search campaigns, managing optimization and client reporting.

Paid Social Paid Search Campaign Management Optimization Reporting

Senior Paid Social Specialist

Cramer-Krasselt

Mar 2018 - Mar 2020 (2 years)

Managed paid social campaigns across platforms, focusing on optimization and performance.

Paid Social Campaign Management Optimization Facebook Ads Twitter Ads Pinterest Ads Instagram Ads

Paid Social Specialist

Cramer-Krasselt

Sep 2016 - Mar 2018 (1 year 6 months)

Executed paid social campaigns, managing budgets and performance reporting.

Paid Social Campaign Management Budget Management Reporting

Social Coordinator

Resolution Media

Jun 2015 - Sep 2016 (1 year 3 months)

Managed and optimized paid media investment across Facebook, Twitter, Pinterest, and Instagram for multiple lines of business, hitting KPIs and building client-facing performance reporting.

Paid Social Facebook Ads Twitter Ads Pinterest Ads Instagram Ads Optimization Reporting