CASE STUDY 15
Current • Platform Strategy • ANZ Google
DATE / PERIOD
Current
WORKSTREAM
Platform Strategy
MARKET
ANZ Google
BUSINESS PROBLEM
Holiday demand requires tactical allocation while Performance campaigns operate under a 100% ROAS optimization target.
WHAT I AM DOING
Designed the Holiday Tactical Plan with explicit Demand Gen budget and separate Performance campaign governance.
EXPECTED IMPACT
$195K Demand Gen budget; Performance campaigns managed separately against the 100% ROAS target.
TOOLS / SKILLS
Google Ads • Tactical Planning • Budget Governance • ROAS