Spotify

Spotify is the leading music streaming service in the world, with more than 550 million active users. I spent 8 years at Spotify in various marketing positions.

Read more below about the work I did and results I achieved.

Paid Social at Scale

A key problem in the paid social performance marketing side was the cost and effectiveness of having an agency manage Meta Ads manually. I was instrumental in leading the switch from agency to in-house paid social using ad tech tools.

Following the transition, a team of only two people was required to effectively manage a complex combination of tools including Smartly, Airtable, Celtra and Meta Ads. This enhanced campaign setup involved tens of thousands of unique ad creatives in many languages, displaying many different currencies, dozens of different campaigns, and millions of dollars in ad budgets every month.

Creating ad variation at this scale, across languages and currencies, is a monumental task, and as part of the switch to more ad-tech tools, I led the setup of creative automation via Smartly’s tools, automatically generating lots of different variations from the same base format.

If you’re investing a lot on Meta Ads, you’re wasting money by not using ad tech tools. Contact me to see how I can streamline your process and save you money.

Advanced A/B Testing

Given the scale and budget of Spotify’s paid social advertising, A/B testing is critical to ensure we were always pushing the boundaries of what’s possible with Meta Ads and other paid social channels.

  • Incrementality studies

  • Brand lift tests

  • Media mix modeling

  • Dozens and dozens of creative tests

  • Region-specific tests, for example testing what mix of languages to run ads in for the India market

Additional Work

My time at Spotify spanned 8 years and various different roles. Some of the additional work I did included:

  • Built and optimized global performance marketing Snap, TikTok, Twitter, and Pinterest campaigns, in additional to Meta Ads

  • Streamlined global social media planning and content scheduling, bringing everything into one tool to provide visibility between regional teams and reduce duplicate work, saving hours of work and unnecessary costs

  • Created content for social media and managed community engagement on social channels

  • Managed tools and processes for global social media customer support teams

Want to take your digital marketing to the next level? Reach out now.

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