Mouhamed Ly
Alexandria,VA
Summary
Results-driven paid media professional with over 9 years of experience in developing and implementing strategic paid media campaigns across various digital platforms & industries. Proven track record of optimizing campaign performance, increasing ROI, and driving significant business growth for stakeholders. Skilled in managing large media budgets, conducting data analysis to inform decision-making, and staying abreast of industry trends to recommend innovative strategies. Recognized for fostering team collaboration and consistently achieving objectives. Seeking to leverage expertise to drive impactful results for a dynamic organization.
Overview
5
5
years of professional experience
Work History
Senior Specialist, Paid Media
The Washington Post
08.2025 - Current
- Led multi-channel paid media strategy for The Post’s B2C & B2B subscription business with a $15–20M annual budget, overseeing initiatives across Paid Search, Paid Social, Display, and emerging channels to accelerate enterprise acquisition and improve QoQ subscriber growth and retention efficiency.
- Directed cross-functional teams (email, app, analytics, product, newsroom, engagement/retention, organic social, creative) to unify customer journeys and streamline campaign workflows—reducing launch timelines and improving operational reliability across high-impact campaigns.
- Owned strategic planning and channel leadership for complex, high-visibility programs, guiding audience development (ActionIQ, Iterable), funnel design, segmentation strategy, and creative positioning to improve marketing efficiency and consistently deliver revenue-positive performance.
- Championed data-driven decision-making by partnering with analytics and business intelligence teams to define KPIs, analyze performance drivers, develop forecasting models, and translate insights into actionable strategy for senior leadership.
- Mentored and upskilled junior specialists, establishing best practices, QA frameworks, testing roadmaps, and performance workflows that elevated the team’s analytical rigor, strategic thinking, and overall execution quality.
- Built and optimized acquisition and engagement strategies for B2B and Enterprise subscriptions, managing full lifecycle initiatives from awareness through conversion and onboarding to drive stronger early-tenure engagement and long-term subscriber value.
- Collaborated with the newsroom, SEO, AI and organic social teams to integrate paid media with content strategy—deploying value-based messaging, subscriber onboarding content, and high-intent touchpoints to reinforce habit formation and retention.
- Led cross-departmental planning cycles, partnering with Product, Brand, CRM, Lifecycle Marketing, and Business Intelligence to create cohesive, long-term subscription growth strategies grounded in experimentation and continuous optimization.
- Oversaw end-to-end project planning, including budget ownership, pacing, forecasting, vendor management, and executive reporting—ensuring campaigns launched on schedule, within scope, and in alignment with organizational revenue targets.
- Served as a strategic advisor to leadership, providing guidance on media mix, competitive dynamics, channel expansion opportunities, and long-term subscription growth strategy.
Digital Advertising Specialist
Lautman Maska & Neill
11.2024 - 08.2025
- Managed digital fundraising strategies for 3–4 nonprofit clients, driving YoY increases in donations and donor acquisition by 60%–150% during Giving Tuesday and Year-End campaigns.
- Developed and executed full-funnel ad strategies across Meta, Google, and Display to sustain fundraising momentum beyond key seasonal moments.
- Introduced Connected TV (CTV) campaigns for all clients, leveraging holiday weekends to increase both foot traffic and on-site donations through targeted retargeting display ads.
- Spearheaded a Times Square billboard campaign for a nonprofit client to elevate brand awareness and drive donor engagement during a high-traffic campaign window.
- Optimized campaign performance by analyzing cross-channel data from Google Analytics, ad platforms, and CRM sources (Luminate, EveryAction, Engaging Networks) to identify opportunities and adjust strategies in real time.
- Collaborated with creative teams to design compelling ad visuals and messaging tailored to mission-driven audiences.
- Provided regular performance reports and strategic recommendations during client meetings to maintain transparency and align marketing efforts with fundraising goals.
- Conducted audience segmentation and custom list-building to improve donor targeting and retention through data-driven media planning.
Paid Media Specialist
Electric Kite
06.2022 - 07.2024
- Worked with a diverse client portfolio including Health-tech, Higher Education, B2B/SaaS, Social Impact, and BioTech, delivering tailored paid media solutions that met specific industry needs and objectives.
- Managed paid media strategies for 6-8 clients with annual budgets ranging from $24,000 to $220,000, resulting in significant increases in revenue, leads, and donations conversions through integrated multi-channel approaches.
- Boosted university course applications by 30% YoY while reducing Cost Per Acquisition by 13% through a robust full funnel strategy leveraging display, re-targeting, search, and video ads on Meta and LinkedIn.
- Enhanced lead acquisition efficiency by gathering and analyzing data from CRM systems (Salesforce), web analytics (Google Analytics), and media platforms, leading to the identification and implementation of key strategic improvements.
- Led persona-driven A/B and multivariate testing initiatives, optimizing ad copy, landing pages, and funnel processes, which directly contributed to improved campaign outcomes.
- Streamlined reporting and client communication by managing weekly and monthly reports, and providing actionable insights and recommendations during regular client meetings.
- Conducted several client website audits with Google Analytics identifying keyword reports for SEO purposes, user behavior/navigation, and event tracking with Google Tag Manager.
- Regularly pitched strategic shifts to clients based on data driven findings.
Paid Media Intern
Power Digital Marketing
01.2022 - 06.2022
- Supported Paid Team on Paid Media projects across the following platforms: Google Ads, Bing Ads, Google Display Network and Criteo.
- Populated pacing documents that use advanced formulas to forecast month-end metrics for all paid media campaigns.
- Drafted weekly/monthly reporting and provided recommendations for clients.
- Optimized for search campaign conversion efficiency by conducting keyword & ad copy audits.
- Collaborated with a team of interns across different departments to draft & implement a tailored cross-channel strategy for a client that resulted in campaigns experiencing a 24% surge in revenue in a 3 month time frame.
Small Business Owner
SnoozingPup
05.2021 - 08.2022
- Operated a pet accessory Shopify Brand.
- Built Facebook Ads campaigns that maintained a 3.4% CTR and 2.04 ROAS by A/B testing ad creatives to find profitable audiences and scale.
- Leveraged 1%-2% lookalike audiences to scale revenue from $1,500/month to $5,700/month.
- Configured Email marketing flows to convert abandoned carts into sales via Klaviyo.
Small Business Owner
Cellulos
07.2020 - 11.2021
- Operated a women's beauty supply Shopify Brand.
- Utilized Google Ads which resulted in an overall 3.01 ROAS while increasing ad spend by 10% MoM.
- Conceptualized a supply chain structure to cut shipping times from 30 days to 7 days.
- Slashed payroll/benefits administration costs 30% by negotiating pricing and fees, while ensuring the continuation and enhancements of services.
Education
Bachelor of Science - Business Management
Old Dominion University
Norfolk, VA12.2022
Skills
- Google Ads
- Amazon Ads
- Meta Ads
- Bing Ads
- Google Tag Manager
- TikTok Ads
- Linkedin Ads
- Pinterest Ads
- Google Analytics
- Google Ad Manager
- LookerStudio
- SEMRush
- ActionIQ
- Iterable
- AppsFlyer
- Email Marketing
- Strong Analytical Thinking Skills
- Budget Management
- Paid Media Strategy Development
LANGUAGES
French - Native speaker
English - Native speaker
Timeline
Senior Specialist, Paid Media
The Washington Post
08.2025 - Current
Digital Advertising Specialist
Lautman Maska & Neill
11.2024 - 08.2025
Paid Media Specialist
Electric Kite
06.2022 - 07.2024
Paid Media Intern
Power Digital Marketing
01.2022 - 06.2022
Small Business Owner
SnoozingPup
05.2021 - 08.2022
Small Business Owner
Cellulos
07.2020 - 11.2021
Bachelor of Science - Business Management
Old Dominion University