WORLD BANK GROUP
Paid Marketing Lead for the Corporate Communications team

The World Bank Group needed a marketing strategist to build their paid marketing practice. The role also involved promotion of the WBG's flagship events and content, as well as establishing institution-wide policies, best practices, and paid governance across other departments.

WHAT DID I DO?

- Implemented the World Bank’s worldwide corporate paid digital strategy. Some of the campaigns I designed included the WBG-IMF Annual Meetings ('21-'26), COP 27-30, and the Regional Economic Updates.

- Developed organization-wide policies and practices to be implemented by corporate and regional paid specialists. Developed and currently manage an ongoing digital-paid training program across the World Bank Group.

- Partnered closely with Business Intelligence (WBG Analytics team) and data science teams to measure full-funnel impact of media spend, design A/B and incrementality testing frameworks, and refine analytical measurement models.

- Provided strategic-level thought leadership and performance insights to senior executives, translating complex data into clear, actionable recommendations.

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WORLD BANK GROUP Paid Marketing Lead for the Corporate Communications team

The World Bank Group needed a marketing strategist to build their paid marketing practice. The role also involved promotion of the WBG's flagship events and content, as well as establishing institution-wide policies, best practices, and paid governance across other departments.

WORLD BANK GROUP
Paid Marketing Lead for the Corporate Communications team