Marium F.
Performance Marketing Specialist
SUMMARY OF EXPERIENCE
• Marium has ~2.5 years of performance marketing experience with a strong focus on paid search across Google Ads, SA360, Bing, and Apple Search Ads, managing budgets of up to $8M per year across Canadian Tire and Kinesso.
• At Kinesso (Mediabrands), she managed $7M in annual paid search budgets for clients including DECIEM, Rudsak, and Heart & Stroke, handling daily performance monitoring, bid adjustments, SEM audits, and regular reporting to stakeholders.
• At Canadian Tire Corporation, she ran paid search across three retail brands with approximately $8M in annual spend, conducting A/B tests, budget forecasting using year-on-year data, and using SA360 and Domo for automated reporting and monitoring.
👍 What we loved about them
• Her experience with enterprise clientele: She has managed $7M per year at Kinesso across multiple enterprise clients which have significant search volume and complex multi-brand portfolio structures. The operational discipline involved in managing budgets at that scale, including daily pacing, cross-brand allocation, and stakeholder reporting, is something that transfers. She's coming from a genuinely demanding environment, and that experience base means she'll be less likely to feel overwhelmed by the budget responsibility this role carries.
• Reads data with nuance: Her geographic targeting decision in the case study showed she can look at data across multiple dimensions at the same time. She recognised that the UK had strong guest volume and sat in the top four countries by number of guests, but concluded that its cost-per-yacht of over €560 made it inefficient for a €50k campaign budget. She placed it in a tier 2 segment and built in targeted expat-focused spend in London specifically. A simpler reading of the data would have either included or excluded the UK entirely. She found a smarter middle path anchored in the actual numbers.
ℹ️ Things to be aware of
• She's an immediate joiner.
• She spent the core years of her career working in Canada, at Kinesso in Toronto and Canadian Tire, giving her direct familiarity with North American client expectations, professional standards, and market dynamics.
• We believe Marium's clearest strength is Google Ads and paid search execution at meaningful scale. Having managed $7M–$8M in annual spend across complex multi-brand portfolios at both Kinesso and Canadian Tire, she's genuinely familiar with the operational discipline that large accounts demand. Meta, on the other hand, is a supporting skill, and her depth on the platform is more structural than tactical – this will need to be factored in if Meta is expected at full depth from day one.
💁♀️ Where he may need support
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Although he lacks extensive experience with LinkedIn and Bing ads, his proficiency in Google ads suggests a high adaptability to new platforms.
👩💻 Technical interview performance
Objective
This candidate was invited to a 60-minute follow-up interview to assess their technical capabilities in more detail. During this interview, we assessed their critical-thinking skills, technical expertise, and overall conversational skills.
Technical abilities
• Performance marketing technical knowledge [8/10]: On the Google side, her match type thinking was grounded and practical. She assigned broad match to discovery campaigns, exact to brand defense, and phrase match to competitor terms, and explained the negative keyword logic behind each decision. Her understanding of PMax as a learning mechanism in Phase 1 was clear, and she knew to add branded negatives to prevent cannibalization. On the Meta side, Marium came in with a well-structured four-campaign setup covering prospecting, expat targeting, retargeting, and urgency-based conversion, and she could explain the rationale behind each without being prompted. She had a clear sense of which creative formats to pair with which audiences, for instance UGC-style reels for US prospecting and carousel ads for expat segments, and when pushed on lookalike audience quality, she tied her answer to engagement signals such as video completion rates and on-site dwell time.
• Campaign strategy and full-funnel thinking [8/10]: The way she structured the Yacht Week campaign reflects someone who can zoom out and see a 30-day campaign as a complete journey. Each phase feeds the next thoughtfully, with Phase 1 focused on building a waitlist pool through Meta lead gen while using PMax primarily for learning, then shifting weight to conversion in Phase 2 once warm audiences are ready to be activated. The expat targeting layer was a particularly grounded strategic call, rooted directly in the data showing that 21% of non-US guests live outside their home country, and she connected it to a genuine behavioural insight around London as a hub for high-earning expats who recruit friends into group bookings. The area where her strategy thinned out a little was creative testing – when asked how she'd gauge whether the FOMO-led creative angle was actually resonating, her response leaned on clicks and CPM, which is functional but a bit surface-level for an aspiration-driven product like Yacht Week. A more structured view on what constitutes a winning creative at each funnel stage would strengthen this part of her thinking.
• Data interpretation and analytical thinking [7.5/10]: Marium worked through the ROAS and cost-per-yacht figures methodically, correctly identifying the US, Australia, Switzerland, and Ireland as tier 1 markets while placing the UK in tier 2 despite its guest volume, because its cost-per-yacht of over €560 made it inefficient as a primary focus. She carried that reasoning into the interview without losing the thread, and when pressed on why she weighted the US more heavily in the campaign structure, she tied it back to her own past experience with UGC performance, which is an honest and practical answer. In the live session, her keyword evaluation thinking was practical. For example, she talked about pausing high-CPC, low-ROAS terms and cross-referencing PMax search term reports to surface converting queries, which reflects how someone actually works inside an account day-to-day.
• Adaptability and problem-solving under pressure [7.5/10]: When we put Marium on the spot with a scenario where 40-50% of budget was spent within the first five or six days with weak conversions, her response was structured and calm. She moved logically through the problem, starting with keyword-level pauses in search, then working through the search term report, cross-referencing PMax search term data, and ultimately shifting budget toward whichever platform was performing. It was a sensible sequence, and she arrived at it without getting flustered or jumping to a single fix.
She also handled uncertainty cleanly. When she didn't have a confident answer on frequency capping, she said so directly and moved on. Overall, she comes across as someone who stays level under pressure and can recalibrate mid-conversation.
Areas of growth
• Attribution modelling is an area to develop beyond last-click. She should get comfortable articulating when and why different models are more appropriate, particularly in multi-channel setups where upper-funnel channels like Meta rarely get credited fairly under a last-click approach.
• On the deeper strategic follow-ups, practising how to land on a decisive position faster would make her a more effective partner in client-facing conversations. Her reasoning typically arrives at the right place. The main development opportunity is the speed and confidence of delivery.