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Outi Conway

@outiconway

Senior Performance Marketing Manager at Xero who developed AI-driven ad workflows and contributed to 20% subscription growth while cutting costs 15%.

Australia

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At Xero, I designed a global generative AI ad-copy workflow with Engineering, setting compliance guardrails for use across global markets. I also partnered with Data Science and Google on incrementality testing and attribution modelling.

I contributed to an LTV-bidding experimental framework that increased subscription volume by 20% while cutting acquisition costs by 15%. I managed a $100M+ paid search and Performance Max budget, working with Finance on forecasting and CAC efficiency.

Previously, as Senior SEM Specialist at Xero, I optimized multi-market programs and introduced structured A/B testing across ad copy, landing pages, and bid strategies. Earlier, at Lighthouse8 / Admatic / Salmat / Dagmar Oy (Starcom), I managed global SEM and performance campaigns for clients including Samsung and Novartis.

Experience

Work history, roles, and key accomplishments

Global SEM Manager (Growth & AI Innovation)

Xero

Aug 2022 - Apr 2026 (3 years 8 months)

Led design of a global generative AI/LLM-driven ad-copy workflow with Engineering, setting compliance guardrails that scaled ad relevance across global markets. Managed a $100M+ paid search and Performance Max budget, driving a 20% increase in subscription volume while cutting acquisition costs 15%.

Performance Marketing Paid Search Google Ads SA360 Performance Max AI and Automation (Including GenAI)Attribution Modeling and Incrementality Testing Test and Learn Experimentation Frameworks Budget Forecasting and CAC Management GA4 and Looker Studio Reporting Predictive LTV Bidding C Suite and QBR Reporting and Communication

Senior SEM Specialist

Xero

May 2017 - Aug 2022 (5 years 3 months)

Led day-to-day optimization of multi-market SEM programs (AU, US, Asia), improving funnel performance and delivering double-digit growth. Re-designed account structures by geo, theme and intent, and introduced structured A/B testing frameworks to shift SEM towards a test-and-learn culture.

SEM Google Ads SA360 A B Testing Account Architecture Funnel Optimization Cross Functional Collaboration CRO Data Analysis

Digital Marketing & SEM Specialist

Various Media Agencies

Jan 2014 - Dec 2017 (3 years 11 months)

Progressed through specialist roles managing global SEM and performance campaigns for high-profile clients. Designed and optimized full-funnel digital strategies across Search and Social, focusing on scalable B2B lead generation and retail growth.

SEM Performance Marketing Google Ads Paid Social Campaign Management B2B Lead Generation Customer Retention Stakeholder Reporting