Shopping for a media analyst?

Lawrence Liu

Paid Social & Media Operations

I manage paid social campaigns from build through launch across Meta, TikTok, Snapchat, and Reddit. I’m hands-on with QA and optimization, and I’ve developed a process that lets me scale campaign volume without sacrificing accuracy.

Los Angeles, CA · LinkedIn · hello.lawrenceliu@gmail.com

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FOUR YEARS AT PARAMOUNT, BY THE NUMBERS

PROCESS

Anatomy of a campaign ticket

Every campaign I manage lives in one ticket from the initial media plan translate through launch and final reporting. The structure below managed ~10 concurrent campaigns a week across platforms. The structure is the system. It ports to Sheets, Asana, Monday, or other project management tools.

TICKET2026_Q4_BRANDX_META_CONV_DPA_PROSPECTING_1102-1127

Platform: Meta

Objective: Conversion

Budget: $250K

Flight: 11/02 – 11/27

Audience: Category buyers, 25–54, US

Internal due date: 10/30 (T-3 before launch)

  • Media plan intake — cross-reference budget, audience, flight dates, geo
  • Campaign build — structure, targeting, placements, creative mapping
  • Creative handoff confirmed with ops — assets delivered, specs validated
  • Self-QA against checklist — naming, tags, links firing, budgets, compliance
  • Peer QA — second set of eyes, three days before launch
  • Launch + day-1 delivery check
  • Pacing checks — 2x weekly, over/under vs. plan
  • Optimization log — one variable per change, documented
  • Wrap — final delivery vs. plan, learnings recorded
  • Naming taxonomy
  • Budget & bid settings
  • Flight dates
  • Audience integrity
  • Tags & UTMs
  • Link validation
  • Creative specs
  • Regulated-category compliance (21+)

METHOD

How I troubleshoot a performance dip

  1. Check delivery first. I look for paused or rejected ads, budget limits, and anything pushed back into learning.
  2. Verify tracking. A sudden drop often points to a tag or feed issue. A gradual decline usually points to strategy.
  3. Narrow the timeframe. I compare full-flight, monthly, and weekly results to find when performance changed.
  4. Read the funnel. For example, strong CTR with weaker conversions suggests a post-click issue. Falling CTR with rising frequency signals ad fatigue.
  5. Change one thing at a time. I shift budgets by 10–20%, set a review window, and define what would justify the next move.

HOW I RAMP

My first 60 days in a new role

Days 1–14 · Learn

  • Read the team’s documentation before asking questions it already answers
  • Learn the workflow from brief to launch, including owners and timelines
  • Shadow QA and turn common review notes into my own checklist
  • Day 10: Check in with my manager to confirm I’m focused on the right priorities

Days 15–30 · Build

  • Start building with support, prioritizing accuracy over speed
  • Add every correction to my checklist so I don’t repeat it
  • Work toward managing a normal weekly campaign volume by day 30
  • Day 30: Ask what would make my work easier to review

Days 31–60 · Own

  • Manage a full workload independently, including higher-volume periods
  • Track gaps in the documentation and offer to help fill them
  • Keep building skills in newer channels
  • Day 60: Review what I’ve delivered and what I’m ready to own next

CREDENTIALS

CREDENTIALS & EDUCATION
Digital Marketing Professional CertIN PROGRESS Kellogg Executive Education Bachelor of Arts, CommunicationVERIFIED UC San Diego Pinterest Media Buyer CertificationVERIFIED Google Foundations of Project MgmtVERIFIED
SUBTOTAL4 yrs · 500+ launches · 0 critical errors
Thank you for shopping 🥕 — Lawrence