AndreaPaid Social Specialist
Andrea Pessot, Paid Media & Growth Consultant

First inside Meta, working with 150+ advertisers per quarter. Then on real accounts, with real budgets and books that had to add up.

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Meta experience

150+ accounts per quarter. Different businesses, markets and problems.

At Meta, in Lisbon, the Meta Marketing Pro role meant working closely every quarter with 150 SMB advertisers in the EMEA market, across ecommerce, automotive and professional services, on a portfolio with more than $1.5M in quarterly ad spend.

It meant continuous exposure to different strategies, account structures and levels of maturity, with a remit that ran from planning and structuring Meta Ads campaigns to audience strategy, and from creative direction to setting objectives and full-funnel architectures. Performance analysis against business goals and the relevant KPIs drove the optimisation decisions.

The work covered the entire acquisition system: audiences, creative, placements, budgets and bidding strategies, as well as working alongside advertisers as they used the advertising tools, adopted platform updates and applied best practice.

That experience is still central to my approach today: looking at the account as a whole, identifying where the problem really sits and deciding which levers can make a concrete difference to performance.

  • $1.5M+ Ad spend managed per quarter at Meta
  • 150 Advertisers supported per quarter
  • EMEA SMB advertiser portfolio

Today

Experience I now bring straight into the accounts.

I work directly on growth for brands and agencies: on live accounts to optimise, restructure and scale, and on entry strategies into Paid Media for businesses only now starting to invest in acquisition.

Meta Ads and TikTok Ads are the operational centre of the work, but management does not stop at the campaigns. I read performance, economics, funnel and customer journey to find where growth is being held back, and turn the data into priorities, tests and decisions.

I work directly with business owners, performance teams and creative teams. Campaign insight becomes angles and new creative; the assets that come out of it feed the testing and produce the data the next decision is made on.

When the limit on growth sits outside Ads Manager, in the offer, the tracking, the funnel, the AOV or retention, I bring it into the strategic discussion instead of optimising campaigns around the problem.

Sectors
Fashion and consumer goods · Food and home · Sport · Digital products and apps · Services and B2B
Who I work with
Brands · Agencies · Performance teams · White label
Business models
eCommerce · Lead generation · B2B · B2C · High ticket
Markets
EMEA · North America · LATAM
Ecosystem
Meta Ads · TikTok Ads · Klaviyo · Lifecycle marketing

How I run Meta Ads and TikTok Ads See the case studies

I work directly with brands and companies, or as an extension of agency and performance marketing teams, fitting into existing processes where senior strategic and operational expertise is what is needed.

Contact

Let's talk about your account.

Whether you are a brand, an agency or a performance team, tell me what you are running and what the objective is. I read everything myself and reply within 48 business hours.

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I will answer you personally, within 48 business hours.