Miguel Patricio
Paid Media Specialist
Summary
Paid Media Specialist with over 7 years managing LinkedIn, Meta, TikTok, and Google Ads, optimizing campaigns across B2B SaaS, Education, eCommerce, and Tourism.Currently at Havas Media (Global CoE), I lead the end-to-end management of 9 B2B/service accounts in the US, with a budget exceeding $200,000 USD/month, focusing on strategic implementation, budget control, and data analysis with tools like GA4, GTM, and Looker Studio. Holder of a Master’s in Digital and Social Marketing (University of Cádiz).
- >$200k USD/month managed across 9 accounts (US)
- +150 on-time campaigns for global clients
- Improved reporting efficiency by 30% through automations using VBA, AppScript, and API Integrations
Key Skills
- LinkedIn Ads
- Meta Ads
- TikTok Ads
- Google Ads
- DV360
- GA4
- GTM / Pixels
- SEO/SEM
- Ahrefs
- Looker Studio
- API Integrations
- AI Integration in Web/App
- WordPress
- Javascript
Industries:
- B2B SaaS
- Software/AI Solutions
- Education
- ERPs and CRMs
- ECommerce
- Tourism
Experience
Havas Media
Paid Media Specialist · Global CoE · Jun 2024 – Present
- End-to-end management of LinkedIn/Meta/TikTok/Search/Display campaigns for 9 B2B accounts in the US.
- Budget pacing weekly > $200,000 USD/month, maximizing delivery and efficiency.
- Improved reporting efficiency by 30% through automation using VBA, Google App Script, and API Integrations.
Impact: +150 on-time campaigns · optimized reporting (+30% efficiency) · coordination with international teams and clients.
Data Lock [E-Commerce]
Digital Operations & SEO Lead · Feb 2020 – May 2024 · Hybrid
- Designed and implemented the SEO strategy for datalockperu.com (on-page, content, indexing).
- Produced product descriptions and optimized articles; keyword research with Ahrefs.
- Monitored indexing in Search Console and analytics with Universal/GA4.
Results: Peak of 1.2M visits/month; average > 100k organic/month; +40% in sales.
Nebulab
Paid Media Executive · Dec 2022 – Dec 2023 · Remote
- Developed and managed campaigns in LinkedIn Ads, Meta Ads, and Google Ads focused on B2B.
- Implemented targeting optimizations and coordinated with the creative team to maximize lead quality.
Results: +20% qualified leads · -17% average CPL in B2B campaigns.
Grupo La República
Trainer and Instructor · Feb 2023 – May 2024
- Delivered training in TikTok Ads (implementation, targeting, creatives) and the strategic use of AI/ChatGPT.
- Corporate training in digital advertising (Instagram, Meta, TikTok, YouTube).
Impact: +25% effectiveness in TikTok campaigns; +30% efficiency in content creation (50+ people).
Corporación Perucontable
Paid Media Analyst · Mar 2019 – Jul 2022 · Remote
- Launched and managed Google Ads and Facebook Ads for online courses.
- Dashboards in Google Analytics for AULACONTABLE and PERUCONTABLE.
Result: +50% enrollments via targeted campaigns.
Wavemaker
Digital Advertising Intern · Feb 2018 – Jan 2019 · On-site
- Managed Facebook Ads Manager across multiple campaigns and verticals.
Contribution: +20% performance through analysis and A/B testing.
Projects and Initiatives
- Own course platform — https://miguel.marketing/courses
- TikTok educational channel — 26,000 followers: @Miguelmarketing
- Chrome Extension — Robbie Prompts – AI Prompt Generator
- Own tools — Free resources for AI enthusiasts
- YoviPet — Animal Rescue Project
Certifications
Meta Media Planning
Meta
Meta Media Buying
Meta
Media Buying
TikTok Ads
Google Ads
Google
Ads Certified Insider
LinkedIn
Marketing Strategy
LinkedIn
Ads Fundamentals
LinkedIn
Creative Design
LinkedIn
Ads Certification
X (Twitter)
Ads Certification
Pinterest
Manager Certified
Snapchat
Ads Certification
Reddit
English C1
British Council
Freelance Experience
- Yaku Park Adventures: Instagram Ads + AI image generation.
- Laberinto.pe: E-commerce development from scratch.
- Global Pet: Google Ads + GTM for conversions.
- EIGCJ: Meta/Google Ads + GTM for conversions.
- WoWonder: TikTok Ads.
- Clínica Uribe: Meta/Google Ads + GTM tagging.
- ENACIP: Search/Display/PMax + internal/landing pages in WordPress.
- Mipclista: Meta Ads.
- Medcare España: Search and PMax + GTM for conversions.
- Hotel Hilton DoubleTree – San Isidro: LinkedIn Ads.
- BetBoom: Meta Ads.
Education
- University of Cádiz — Master’s in Digital and Social Marketing Management (2024–2025)
- UPC — Business Administration and Marketing (2013–2017)
Languages
Spanish (native) · English (C1, British Council)My Published Courses:
To learn more about my skills and knowledge, please take a look at my courses syllabus:
