Luciano Tovar

About

Paid Social Manager with 5+ years of experience driving policy volume growth, ROAS improvements, and acquisition efficiency through data-driven paid social strategy, structured testing roadmaps, performance creative optimization, and multi-platform campaign management across Meta, TikTok, Snapchat, and Pinterest. Known for executive-ready insights, cross-functional creative collaboration, and analytics-supported recommendations using tools including Power BI, Tableau, and Google Analytics.

Experience

• Paid Social Manager · HealthPlanOne05-01-2024

  ▪ Formulated media strategy and executed paid social lead generation campaigns on Meta that led to a 240% increase in policy volume YoY while limiting CPA increases to less than 10% during AEP season. ▪ Developed and executed a structured testing roadmap that uncovered high-performing lookalike audiences with 32% lower CPA and new creative formats that reduced CPA by 69%. ▪ Partnered with creative, marketing, and product teams to overhaul performance-driven creative strategy, coordinating cross-functional asset production that boosted CTRs by 45%+ and decreased CPLs by 27% YoY. ▪ Delivered weekly data-driven insights to Directors/VPs and quarterly reviews to the CMO, securing executive alignment on paid social strategy that reduced CPL by 21% and CPA by 15% YoY.

• Paid Social Manager · Wpromote08-01-2022 – 12-31-2023

  ▪ Managed $450k a month in ad spend for clients in the skincare, apparel, SMB, and fintech verticals and adapted to various 3rd party reporting tools like Power BI and Tableau in order to deliver data-backed recommendations. ▪ Secured executive alignment on channel expansion across platforms, brand, and conversion lift studies, and full-funnel creative A/B testing by delivering data-backed recommendations that drove 40% incremental revenue on average. ▪ Managed multiple 7-figure annual budgets for brands across Facebook, Instagram, Snapchat, TikTok, and Pinterest while achieving a 4-5x ROAS on average.

• Paid Social Associate Manager · Wpromote08-01-2021 – 08-01-2022

  ▪ Spearheaded cross-channel social strategy and partnered with Snap and TikTok reps, led end-to-end activation and KPI-driven data analysis that drove 100% retention for $30K/month new channel investments. ▪ Led planning and executed a data-driven BFCM paid social strategy, leveraging advanced optimization and budget management to increase ROAS 30% YoY and influence stakeholders to expand budgets, driving a 20% lift in MRR.

• Facebook Ads Specialist · LeadHub01-01-2020 – 07-31-2021

  ▪ Developed and implemented a robust testing roadmap that led to successfully testing new lookalike audiences (yielded a 32% lower CPA) and creative formats (yielded a 69% lower CPA). ▪ Led full-funnel paid social strategy across home services, optimizing end-to-end Facebook campaigns and Excel-driven insights to lower CPAs 50–60% while managing $30K/month across multiple accounts. ▪ Managed organic social strategy and content production—including Canva assets, website updates, and Google My Business optimization—driving 20–30% increases in engagement and significantly increasing local visibility across 8 client brands. ▪ Oversaw campaign execution, reporting, and data analysis that helped grow the client base from 5 to 36, while creating SOPs and training videos that streamlined onboarding and cross-trained the paid search team.

Education

• University Of Texas At San AntonioBachelor of Business Administration, Marketing

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