Kathrin Panchenko

About

I graduated from Stevens Institute of Technology in 2021 with a degree in Business and Technology, concentrating in Marketing and Information Systems. I spent 5 years working at digital marketing agencies and in-house teams, gaining experience in roles such as paid social analyst, copywriter, and creative strategist.

Experience

• Senior Associate, Performance Creative Strategist · Caraway Home03-01-2024 – 12-01-2024

  I led Caraway Home's multichannel paid social creative strategy across Meta, TikTok, and YouTube. I managed $1M–$8M in monthly creative spend on Meta during peak seasons, maintaining a consistent 2.4+ ROAS. I briefed influencers and our design team to develop impactful creative assets, managed channel reporting, and provided actionable insights to the paid acquisition, brand, and executive leadership teams. I pioneered the company's first creative testing roadmap and iterative process, fostering continuous improvement and innovation in ad design.

• Senior Creative Strategist · Lilo Social06-01-2022 – 10-01-2023

  At Lilo Social, I planned and executed digital ad campaigns using storytelling, copywriting, and consumer behavior strategies for over 8 clients. I led creative direction for Lilo Social’s top revenue-generating brands, contributing to a 230% average yearly growth rate across clients and a 90% increase in ROAS compared to previous results. I delegated tasks to a team of 3 designers, overseeing image, video, and landing page/website production projects. I wrote compelling copy for paid ads, emails, organic social posts, blog posts, landing pages, and more. I tracked key performance metrics and presented actionable insights to the internal team and clients. I sourced and managed influencer relationships, built shot lists, and created briefs for UGC content shoots. I facilitated team training, developed SOPs, and led company projects to optimize creative strategy processes.

• Performance Marketing Copywriter · The Snow Agency12-01-2021 – 05-01-2022

  I developed direct response copy for client landing pages, email campaigns, advertorials, and content briefs upon request. I achieved an average open rate of 31.4% and a click-through rate of 3.51% across all email campaigns. I worked closely with our department head to build a team of three copywriters and two developers from the ground up. Lastly, I oversaw the team’s writing, design, and development processes to ensure all deadlines were met.

• Paid Social Analyst · The Snow Agency06-01-2020 – 11-01-2021

  I managed paid social advertising campaigns by employing spending strategies and audience targeting based on KPI analysis from Facebook Ads Manager, Google Analytics, and Shopify Partners. I oversaw marketing budgets for up to 5 clients monthly, ranging from $3,000 to $100,000 per client. Through A/B testing and refining media buying strategies and content curation, I consistently boosted clients' monthly revenue.

Education

• Stevens Institute of TechnologyBusiness and Technology, Concentrations in Marketing and Information Systems
• Fort Lee High School

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