Romina Nadal

About

I’m a growth-focused marketing strategist with 10+ years of experience building and optimizing multi-channel campaigns across paid media, digital, and integrated channels. I’ve worked with both large organizations and small businesses, helping them improve performance, scale acquisition, and drive measurable revenue impact. My background is heavily performance-driven. I specialize in campaign structure, audience targeting, creative testing, and ongoing optimization across platforms like Meta, Google, and LinkedIn. I also have experience supporting account-based marketing (ABM) initiatives, aligning targeted campaigns with sales priorities to drive qualified pipeline. In addition, I’ve developed strategies for multicultural and LATAM audiences, helping brands translate messaging and targeting across markets while maintaining performance. More recently, I’ve been working directly with founders and small teams, managing campaigns hands-on while building reporting frameworks that translate data into clear decisions. I’m comfortable owning the full lifecycle, from strategy to execution to performance analysis.

Experience

• Marketing Strategist · Self-employed01-01-2025

  ● Advise and execute paid media strategies for founders and small businesses, managing Meta Ads, Google Ads, and TikTok Ads campaigns across branding and performance objectives. ● Support Google Ads strategy and campaign structure, drawing on prior hands-on experience in search and cross-channel acquisition. ● Oversee campaign setup and optimization, including audience segmentation, creative testing, budget allocation, and ongoing performance analysis. ● Implement and troubleshoot Meta Pixel and conversion tracking to strengthen attribution accuracy and improve campaign decision-making. ● Provide bilingual strategic support for brands targeting U.S. and LATAM markets, aligning messaging and targeting to multicultural audiences. ● Develop structured reporting frameworks using GA4 and Excel to translate campaign performance into clear, actionable insights. ● Improve campaign efficiency through structured testing and targeting refinements.

• Digital Sales Manager · 2060 Digital/Hubbard Broadcasting03-01-2022 – 01-01-2025

  ● Responsible for overall digital revenue performance for a portfolio exceeding $2M annually, leading monthly forecasting, pacing analysis, and reporting to executive leadership. ● Directed a team of 8–12 Account Executives, guiding paid media strategy and media mix decisions across Meta, Google, OTT/CTV, display, and audio channels. ● Reviewed campaign dashboards across all active accounts, recommending targeting refinements, budget reallocations, creative testing strategies, and structural optimizations to support performance and client retention. ● Partnered with C-suite clients and agency leaders to consult on campaign architecture, audience strategy, and cross-channel growth opportunities. ● Led primary relationship with Meta agency representative, aligning on product updates, beta opportunities, optimization best practices, and revenue growth initiatives across accounts. ● Built pacing reports and revenue projection models using advanced Excel functions, proactively adjusting strategy when performance deviated from targets. ● Collaborated cross-functionally with campaign management, creative, and technical teams to ensure execution aligned with client KPIs and revenue goals. ● Strengthened prospecting strategy and proposal development across the team, contributing to consistent year-over-year digital growth.

• Digital Strategist · 2060 Digital/Hubbard Broadcasting12-01-2018 – 03-01-2022

  ● Led hands-on execution of paid media campaigns across Meta Ads Manager, Google Ads (Search & Display), LinkedIn, and Twitter, supporting clients across B2B, government, nonprofit, and consumer verticals. ● Managed full campaign lifecycle including setup, audience segmentation, budget allocation, creative testing, and ongoing performance optimization. ● Conducted weekly in-platform optimizations, adjusting targeting, bids, placements, and creative variations to improve efficiency and alignment with client KPIs. ● Implemented and monitored conversion tracking and attribution frameworks using Meta Pixel and Google Analytics to strengthen performance visibility and reporting accuracy. ● Presented performance insights and strategic recommendations directly to client stakeholders, translating campaign data into actionable growth opportunities. ● Collaborated with Account Executives to structure cross-channel media plans, balancing paid social, search, OTT/CTV, display, and audio to meet business objectives. ● Secured over $1M in new business through data-informed proposals and consultative pitching rooted in measurable digital outcomes.

• Digital Sales Manager · Entravision Communications01-01-2017 – 12-01-2018

  ● Led digital revenue strategy for the Washington, DC market, driving 135% year-over-year growth and exceeding annual targets by 41% with a focus on Hispanic and multicultural audiences. ● Developed cross-platform paid media strategies spanning Meta, SEM, OTT, display, and broadcast integrations to support retail, healthcare, education, entertainment, and advocacy clients. ● Consulted with agencies and direct advertisers on audience segmentation and bilingual messaging strategies tailored to Spanish- and English-speaking markets. ● Trained Account Executives on digital performance fundamentals, including paid social strategy, search marketing, and cross-channel optimization. ● Analyzed campaign performance using Google Analytics, platform insights, and Nielsen/Kantar data to deliver transparent reporting and inform future media planning decisions. ● Collaborated with Political and Public Affairs leadership to support integrated broadcast and digital campaigns during election cycles.

• Digital Marketing Specialist · Entravision Communications01-01-2016 – 01-01-2017

  ● Executed and optimized paid social campaigns within Meta Ads Manager, managing audience targeting, creative variations, budget pacing, and performance monitoring. ● Conducted ongoing performance analysis using Meta platform insights, Google Analytics, and Nielsen data to identify optimization opportunities and improve campaign effectiveness. ● Supported Spanish- and English-language digital campaigns targeting Hispanic audiences across healthcare, education, retail, and public sector initiatives. ● Developed structured campaign performance reports, translating platform metrics into actionable insights for clients and internal stakeholders. ● Collaborated with Account Executives to structure multi-platform campaigns integrating paid social, display, and broadcast activations.

• Digital Project Manager · Entravision Communications04-01-2015 – 01-01-2016

  ● Managed end-to-end execution of digital marketing campaigns, including hands-on setup within Meta Ads Manager and coordination across creative, sales, and production teams. ● Structured campaign builds, audience targeting, creative trafficking, and budget pacing to ensure accurate and timely launches. ● Monitored early-stage performance metrics and collaborated with internal teams to implement optimization adjustments throughout campaign lifecycle. ● Streamlined project workflows and communication processes, improving turnaround time and operational efficiency. ● Supported integrated broadcast and digital initiatives, ensuring alignment between on-air and paid social components.

• Public Relations Specialist · VCU Department of Fashion Design and Merchandising2014 – 2015

  Wrote press releases, newsletters, and biographies. Founded department’s Twitter profile and coordinated events and media relations.

• Marketing Communications Intern · Cross Border Productions2014 – 2014

  Managed social media platforms and conducted market research for sponsor recruitment.

Education

• Virginia Commonwealth UniversityBachelor of Science, Mass Communication/Public Relations

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