Paid Media & Performance Marketing
I bring a curious mind, creative lens, and performance mindset to every campaign.
10 Years of Paid Media Experience
I’ve spent the past 10 years working in paid media and digital marketing, with experience on both the client side and agency side. That has given me a unique perspective: I understand what it takes to build a strategy, execute and optimize campaigns, communicate with clients and partners, analyze performance, and ultimately connect media spend back to business results.
Digital & Traditional Media Foundation — Mark Spain Real Estate
I started my career at Mark Spain Real Estate, where I learned the full media mix from TV, radio, and billboards to digital advertising across Google Search, display, Facebook, email, website, analytics, and SEO.
I built much of this foundation from scratch, teaching myself through tutorials, research, and plenty of calls with Google support. Before the abundance of resources available today, I learned by being curious, asking questions, and figuring things out on my own from building and trafficking campaigns to setting up tracking, Google Analytics, and SEO.
That experience taught me to be a self-starter and lifelong learner while giving me an early understanding of how paid media, creative, website experience, analytics, and SEO work together.
Paid Social & Integrated Media — 360i
I got the opportunity to join 360i’s award-winning media agency, where I learned from experienced media strategists and platform reps. I worked across Meta, Snapchat, X, and TikTok for brands including 7-Eleven, Kroger, and Explore Asheville.
My primary account was 7-Eleven, where I focused on driving results across two specific campaign goals: 7NOW app downloads and in-store traffic for 7-Eleven stores nationwide, partnering with Foursquare to track foot traffic.
I also worked on creator and influencer campaigns for Kroger in partnership with Huggies and tourism campaigns for Explore Asheville focused on building awareness and encouraging visits to the area. Alongside my supervisors, I had the opportunity to build media plans and learn how paid media could support broader business goals.
Beyond paid social, I gained exposure to programmatic, The Trade Desk, display, paid search, audio, and integrated media planning, while also working directly with platform reps and seeing emerging advertising technology develop in real time.
360i gave me a broader understanding of the media landscape and the importance of bringing creative, emerging technology, and performance media together.
Stepping Into Marketing Leadership
When COVID hit, I got the opportunity to step into my first marketing leadership role as Director of Marketing at Tucker Brewing Company, while hospitality continued operating as an essential industry. It was a chance to take on greater ownership of marketing and expand my experience across the broader marketing mix again.
I built media plans around product launches, managed paid social campaigns, and worked across SEO, organic social, content, events, and organic search. This was also where I began formally leading a team, creating an intern program from the ground up, and working directly with ownership and the CEO.
Tucker Brewing Company taught me to approach marketing with an entrepreneurial mindset, finding creative ways to build awareness and drive results without the resources of a large agency or national brand.
“Eliana is one of the best leaders I’ve had the opportunity to work with. She gives thoughtful direction without being rigid, creating space for creativity and letting you take ownership of your work. She has a strong strategic mindset and understands not only what needs to be done, but the level of effort it takes to execute well — something that was especially valuable on a small, fast-moving team.
What stood out most was how collaborative she was. She was always willing to jump in, be a sounding board, get into the weeds, and help take an idea from the initial thought all the way through execution. Her grounded but imaginative approach made it easy to do great work together. I still remember it like it was yesterday. I wouldn’t be where I am today without her.”
—Brielle, former direct report at Tucker Brewing
Scaling a Brand & Building a Team
Today at NoFo Brew Co, I lead the full scope of marketing and events, spanning paid media, creative, brand strategy, content, digital, and events. Alongside my team, I helped develop the go-to-market strategy that grew NoFo from one location to three, helping scale the business from $1.7M to $3.5M in revenue.
I’ve remained hands-on with paid media throughout that growth, managing and overseeing Google Ads, Meta Ads, SEO, and conversion tracking. Campaign goals focus primarily on driving taproom traffic and revenue.
Most recently, we launched a Google Ads + Toast integration that connects ad exposure to POS transactions, allowing us to directly measure sales and ROAS from advertising activity. We also kicked off the year with a 90-day PMax campaign within Google Ads focused on driving taproom visits, reducing conversion costs from approximately $20 to $5 through stronger custom audience and lookalike targeting, along with ongoing campaign and creative optimization.
Over the last 4.5 years, I’ve had the opportunity to grow and sharpen my leadership skills, from hiring and developing a team of four to becoming more comfortable with crucial conversations, giving direct feedback, delegating when necessary, and pouring into my team’s growth. Leadership has been one of the most rewarding parts of my career so far and an area I’m excited to keep growing in.
“Eliana is a seasoned marketing leader with a vast skill-set. She is adept at leading teams, creating thoughtful, creative and data-backed marketing strategies. She is a pro who is constantly growing and improving her skill-set and adopting new tools to better the areas that she leads. She is known as a high empathy leader that trusts her team members, guides them to great results and challenges them to consistently deliver excellence. I have know Eliana for over 10 years and believe she has become one of the top marketing leaders in the F&B and CPG space.”
—Joe, Co-Founder & CEO at NoFo Brew Co