Lynden Paulraj
London
Summary
Performance Marketing Manager with strong hands-on PPC and paid social experience, specialising in driving revenue and efficiency across Google Ads (Search, Performance Max, Demand Gen) and Meta Ads.
Extensive experience managing Search account structures (brand, generic, competitor), keyword expansion and refinement, match-type strategy, search term mining, bid strategy management (tROAS / tCPA), and budget reallocation based on marginal performance and demand signals.
Strong paid social background across Meta, including conversion-led and broad audience strategies, Advantage+ conversion frameworks, audience consolidation, creative testing, frequency management, and performance scaling across prospecting and retargeting layers.
Experienced in hands-on in-platform optimisation, interpreting performance data to make commercial decisions across high-pressure trading periods, managing budgets ranging from £50k–£500k+, and translating results into clear, outcome-driven recommendations.
Overview
5
5
years of professional experience
1
1
Certification
Work History
Senior Digital Paid Media Manager
Dewynters
07.2025 - Current
- Lead digital media planning and strategy across major UK theatre productions including Back to the Future, The Book of Mormon, Beetlejuice, Kinky Boots, and Royal Shakespeare Company (Stratford), shaping full-funnel plans aligned to on-sale moments, capacity availability, and seasonal demand.
- For RSC Stratford, partnered with performance teams to redefine channel roles and investment strategy — prioritising Demand Gen and upper-mid funnel activity while reducing reliance on Performance Max — contributing to ~70% growth, ~5% WoW sales uplift, and improved efficiency through clearer channel accountability (ROAS ~12 → ~18).
- Supported audience and channel consolidation across RSC activity to reduce duplication and fragmentation, improving media efficiency and performance stability at scale.
- For Back to the Future, led media strategy through Black Friday, deliberately deprioritising inefficient lower-funnel competition in favour of upper-funnel traffic and demand seeding, maintaining ROAS ~7–8 during peak discounting.
- Applied post-Black-Friday learnings to December planning for BTTF, supporting ~£170k in Meta-driven revenue, with £85–90k monthly revenue sustained at ~10 ROAS.
- Manage media supplier relationships and bookings across large-scale productions, briefing partners on objectives, formats, and timings, and translating performance insight into commercial recommendations that inform future investment and burst planning.
Senior Digital Paid Media Manager
The Media Precinct
09.2024 - 06.2025
- Led end-to-end performance strategy across Meta and Google Search for JDRF Giving Day, owning account structure, optimisation frameworks, and budget allocation across high-spend trading periods.
- Directed Search architecture across brand and high-intent generic keywords, improving relevance and control while scaling conversion volume.
- Managed keyword expansion and refinement, search term mining, and bid strategy optimisation (tROAS / tCPA) to improve efficiency and support scale.
- Led Meta conversion frameworks, consolidating audiences, scaling prospecting, and prioritising retargeting during peak donation windows.
- Contributed to 40%+ uplift in conversions and meaningful ROAS improvement during peak fundraising activity.
- Led implementation of best practices to support customer service satisfaction initiatives.
Digital Paid Media Manager
The Media Precinct
12.2023 - 09.2024
- Owned hands-on optimisation across Google Search and Meta Ads for national campaigns including Mother’s Day Classic.
- Rebuilt Search campaign structures and executed ongoing search query analysis to improve intent alignment and CPA control.
- Led Meta audience testing and consolidation, improving learning stability and scalable performance.
- Prioritised retargeting frameworks during later campaign phases to maximise registrations and donations.
- Supported delivery of 18% YoY growth in registrations and 29% YoY increase in donations ($2.5m → $3.2m).
Senior Paid Media Executive
The Media Precinct
12.2022 - 11.2023
- Executed daily optimisation across Google Search for clients including PakTech, managing match-type strategy, keyword refinement, ad copy testing, and bid adjustments.
- Rebuilt keyword theming and landing-page alignment, driving a 162% increase in new users and 74% uplift in engaged sessions (GA4).
- Managed Meta conversion campaigns, rotating creatives, refining targeting, and stabilising learning through budget control.
- Delivered consistent performance improvements, achieving 5%+ CTR across core Search campaigns.
- Supported steady lead generation of 10–12 qualified leads per month following account restructuring.
Digital Performance Executive
The Media Precinct
04.2021 - 12.2022
- Supported hands-on execution across Meta and Google Search for Headspace, focused on increasing access to mental health services nationwide.
- Assisted in cleaning and restructuring Search campaigns, improving keyword relevance, intent alignment, and traffic quality.
- Supported keyword expansion and refinement across mental health search themes to scale qualified demand.
- Contributed to Meta creative testing and audience experimentation, improving engagement and lower-funnel efficiency.
- Supported retargeting prioritisation that contributed to a 440% increase in account registrations over four years.
Education
Master of Public Relations And Advertising - Public Relations, Advertising, And Applied Communication
UNSW Sydney
Sydney, NSW08.2020
Bachelor of Digital Media - Digital Communications And Media
UNSW Sydney
Sydney, NSW05.2014
Skills
Paid Search (PPC)
- Google Ads: Search (Brand, Generic, Competitor), Performance Max, Demand Gen
- Account structuring, keyword expansion & refinement, search term mining
- Match-type strategy, Quality Score optimisation, intent-based theming
- Bid strategy management (tROAS, tCPA) and budget reallocation
- Conversion rate and landing-page alignment optimisation
Paid Social
- Meta Ads: Conversion & Advantage frameworks
- Broad vs interest targeting strategy and audience consolidation
- Creative testing frameworks (formats, messaging, hooks)
- Prospecting vs retargeting strategy and frequency management
- Performance scaling based on marginal ROAS
Programmatic & Measurement
- DV360 & CM360 across OLV, BVOD/Catch-Up TV, Display
- Audience strategy: custom intent, contextual, first-party data
- GA4 performance analysis and insight development
- Attribution awareness across platform reporting and GA4 to inform optimisation decisions
- Conversion tracking: GTM, Meta Pixel, Floodlight, Google Tag
Media Strategy, Leadership & Innovation
- Full-funnel media strategy and channel role definition
- Media planning and budget phasing across seasonal trading periods
- Scenario planning and performance forecasting
- Incrementality focused optimisation and commercial decision-making
- Mentoring junior team members and providing optimisation QA support
- Continuous testing and adoption of new platform features, betas, and automation updates, assessed through structured experimentation
- Google Ads: Search (Brand, Generic, Competitor), Performance Max, Demand Gen
- Account structuring, keyword expansion & refinement, search term mining
- Match-type strategy, Quality Score optimisation, intent-based theming
- Bid strategy management (tROAS, tCPA) and budget reallocation
- Conversion rate and landing-page alignment optimisation
Paid Search (PPC)
- Google Ads: Search (Brand, Generic, Competitor), Performance Max, Demand Gen
- Account structuring, keyword expansion & refinement, search term mining
- Match-type strategy, Quality Score optimisation, intent-based theming
- Bid strategy management (tROAS, tCPA) and budget reallocation
- Conversion rate and landing-page alignment optimisation
Programmatic & Measurement
- DV360 & CM360 across OLV, BVOD/Catch-Up TV, Display
- Audience strategy: custom intent, contextual, first-party data
- GA4 performance analysis and insight development
- Attribution awareness across platform reporting and GA4 to inform optimisation decisions
- Conversion tracking: GTM, Meta Pixel, Floodlight
Media Strategy, Leadership & Innovation
- Full-funnel media strategy and channel role definition
- Media planning and budget phasing across seasonal trading periods
- Scenario planning and performance forecasting
- Incrementality-focused optimisation and commercial decision-making
- Mentoring junior team members and providing optimisation QA support
- Continuous testing and adoption of new platform features, betas, and automation updates, assessed through structured experimentation
Accomplishments
Royal Shakespeare Company (Stratford) (2025)
- Implemented a revised always-on digital framework prioritising mid–upper funnel activity to support longer consideration cycles.
- Introduced Google Demand Gen and consolidated Meta audiences to reduce data fragmentation and channel overlap.
- Delivered ~70% uplift in performance , with consistent 5% WoW growth following implementation.
- Improved efficiency significantly, increasing ROAS from £12 to £18 while maintaining stable conversion volume.
Back to the Future (2025)
- Led digital strategy during Black Friday without a promotional offer, navigating heavy auction pressure from ticketing agents.
- Shifted focus toward upper-funnel traffic and consideration to avoid inflated CPAs and short-term inefficiencies.
- Maintained efficiency through Black Friday, holding ROAS at ~£7–8 despite increased competition.
- Supported strong downstream performance, with Meta delivering ~£170k revenue across December and sustaining ~£85k–£90k monthly revenue , achieving ROAS of ~£10 throughout peak gifting.
Mother's Day Classic – Cancer Fundraising Walk (2023–2025):
- Led digital strategy across three consecutive years, raising:
- $2.5M in 2023
- $3.2M in 2024 ( +28% YoY )
- $3.5M in 2025 ( +9% YoY )
- Focused on scaling donations through full-funnel creative refreshes, audience expansion, and optimised conversion journeys.
JDRF Giving Day 2024 – Fundraising Campaign:
- Drove a 350% uplift in donations compared to the FY23 benchmark, with paid media contributing 22% of the overall total . Strategic digital optimisations across creative, bidding, and audience targeting maximised results within a short campaign window.
Little Party Dress – eCommerce Growth (2023):
- Worked alongside the head of digital to maintain a £8–12 ROAS across paid channels, driving a 27% increase in YoY revenue . Success was driven by sharp audience targeting, high-performing creative rotations, and ongoing budget refinement aligned with purchase behaviour.
Certification
- MFA Digital Foundations Certification 1 & 2
Timeline
Senior Digital Paid Media Manager
Dewynters
07.2025 - Current
Senior Digital Paid Media Manager
The Media Precinct
09.2024 - 06.2025
Digital Paid Media Manager
The Media Precinct
12.2023 - 09.2024
Senior Paid Media Executive
The Media Precinct
12.2022 - 11.2023
Digital Performance Executive
The Media Precinct
04.2021 - 12.2022
Master of Public Relations And Advertising - Public Relations, Advertising, And Applied Communication
UNSW Sydney
Bachelor of Digital Media - Digital Communications And Media
UNSW Sydney
References
Upon request