Paid social & performance marketing · Los Angeles

Everything I run gets
more efficient as it scales.

Nine years planning full-funnel paid social for national brands and agencies. I map the funnel, optimize the campaign in-flight, and prove the lift with incrementality.

See the track record Get in touch

Focus: Full-funnel paid social
Platforms: Meta · TikTok · Snap · Reddit · Pinterest · X
Based: Los Angeles, CA

The curve · 2017–2026

One line for the whole career: budget up, cost per outcome down.

Media budget managed each year against a cost-efficiency index — the blended cost to deliver an outcome, set to 100 in 2017. Select a role to read that year.

Media budget managed — rising Cost-efficiency index — falling (lower is better)

Years in paid social: 9+
Annual media budget, today: $16M+
Paid impressions delivered: 1.4B+
Platforms run in market: 6

Track record

Six roles, one direction.

Each row is a marker on the curve above — open one for the work and what it drove.

Live sports for streaming

There for the streaming launches.

I ran paid social for live sports on Paramount+ and HBO Max as each platform brought these leagues to streaming — building the acquisition and tune-in playbooks from the first campaigns.

Paramount+

In market from the streaming launch

NFL on CBS
UEFA Champions League
UFC
PGA Championship

Developed paid-social acquisition and tune-in strategies that are still in use today.

HBO Max

In market from the streaming launch

Ran the A/B testing program that shaped creative and audience strategy.

How I work

Three habits behind the numbers.

01 / Plan

Plan to the funnel

Upper-funnel reach and lower-funnel conversion planned as one system, not two budgets. Reach that actually feeds performance later in the flight.

02 / Optimize

Optimize in-flight

Daily bid and budget calls against pacing, CPM, and CPA targets. The campaign on day 30 is never the campaign that launched on day one.

03 / Prove

Prove the lift

Brand lift, tune-in, and incrementality studies alongside in-platform data, so the result is measured against a real baseline — not assumed.

Capabilities

What I bring to a team.

Platforms

Meta
TikTok
Snap
Reddit
Pinterest
X

Measurement & analytics

Digital measurement & attribution
Brand lift & incrementality
Media mix modeling
SKAN & MMPs — AppsFlyer, Kochava
Data analysis

Strategy & client

Full-funnel campaign management
Client relationship management
Media planning
Lifecycle funnel optimization
Subscriber acquisition
Revenue growth

B.S. Business Marketing — California State University, Northridge

2012–2015 · American Marketing Association, contributing member

Contact

Open to paid social and performance roles.

Email is the fastest way to reach me — happy to walk through any campaign in the track record.

frank.riv.28@gmail.com LinkedIn Download résumé (PDF)