DISCIPLINES

STATS

experience

TECH

PAID MEDIA STRATEGY + ANALYTICS INFRASTRUCTURE WITHOUT THE GUESSWORK.

TESS LITTLE

PERFORMANCE MARKETING | CUSTOM ANALYTICS & REPORTING

CHATTANOOGA, TN | tess@line13.me

Performance Marketing & Analytics Lead with specialty skills in scaling high-volume PPC campaigns and architecting robust measurement frameworks. Expert in bridging advertising strategy with technical data, successfully managing a 100+ client portfolio with over $200k monthly ad spend. Responsible for building and maintaining scalable GA4, GTM, and Looker Studio reporting infrastructure. Specialist in scaling high-volume PPC accounts, HIPAA-aware conversion tracking, data driven attribution, and delivering actionable insights to stakeholders.

CONVERSION RATE OPTIMIZATION

FULL-FUNNEL TRACKING

MARKETING DATA GOVERNANCE

AUDIENCE STRATEGY & SEGMENTATION

COMPETITIVE MARKET INTELLIGENCE

GROWTH INTELLIGENCE & FORECASTING

MARKET EXPANSION STRATEGY

TRACKING TECHNOLOGY INTEGRATION

CUSTOM DASHBOARDS

AD OPS

HIPAA-AWARE TRACKING

DISCIPLINES

WHAT I DO.

PAID MEDIA STRATEGY + AD OPS

Manage portfolio of 35+ Google Ads accounts with $250k/monthly ad spend. Account structure, campaign architecture, bid strategy, search term governance. Primarily concentrated in healthcare, higher education, ecommerce, and B2B service.

ANALYTICS INFRASTRUCTURE

GA4, GTM, Looker Studio, live data pipelines designed and built from scratch. Server-side and privacy compliant conversion tracking. End to end measurement and attribution.

CUSTOM REPORTING + BI

50+ custom Looker Studio dashboards. Multi-channel data blends, custom fields and queries. Used for BI, forecasting, and performance reporting. Built teaching dashboards for university PR curriculum using live data. Internal reporting across multiple accounts.

AGENCY OPERATIONS

Workflow improvement, technology implementation, marketing operations, capacity planning. Internal knowledge base and AI agents. Reporting cadence, internal ticketing, accountability structure.

AUTOMATION + INTEGRATION

Cross-channel automations from client intake to campaign execution. Client onboarding automation. CAPI Meta pixel implementation and conversion tracking configuration, integrated systems built to eliminate repeated ops overhead across multi-account portfolio. Hubspot, Calendly Experity, Zapier, Asana, Google Cloud, PowerBI integrations.

BRAND + MARKET INTELLIGENCE

No two markets act the same. Competitive brand and market research. Custom audiences and segments, messaging strategy, competitive battlecards, and on-demand analysis. GTM, launch, and rebuild strategies, including bilingual Spanish language campaigns for market specific positioning.

STATS.

$200K/MONTH

GOOGLE ADS SPEND

Managed across 35+ accounts at MCC level. Account builds, campaign optimization, keywotd research. Strategic budget forecasting and adjustments.

35+

ACTIVE PPC ACCOUNTS

Performance Max, Search + AI Max, Demand Gen, Scripting, Audience Segmentation, Conversion Tracking, Shopping Feed Automation, Advanced Bidding.

50+

CUSTOM LOOKER DASHBOARDS

Multi-channel data blends, custom queries, custom dimensions and fields. BI, forecasting, reporting, and stakeholder communication to drive decision making.

10+

TEAM MEMBERS TRAINED

Technical training and workflow sessions with individual contributors. Meta Ads setups, Google Ads audits, dashboard navigation and presentation, data analysis, onboarding, and paid media strategy.

100+

FRANCHISE LOCATIONS

Conversion tracking and tag development for nationwide brand with multi-site franchise operators. Standardized asset pool, naming convention, and market specific strategy.

150-pt

AUDIT SYSTEM

Quarterly performance, conversion tracking, and structural audits across paid and organic platforms, built from scratch. Scalable maintenance systems used across multiple platforms and accounts.

WORK HISTORY.

Director of Strategy + Performance

Magnify Marketing Agency | Jan 2025–Now

Manage Google Ads end-to-end in 35+ accounts. Engineered scalable PMax and Search architectures for multi-location franchise groups.
Build GA4 and GTM conversion tracking from scratch, including HIPAA-compliant containers, server side tracking setups, aggregator website tagging setups, and CAPI-ready Meta Pixel for regulated healthcare clients.
Design and maintain 50+ Looker Studio dashboards across client portfolio, including agency level performance monitors with impression share triage and custom API integrations.
Automate reporting and operations: MCC monthly spend scripting to Google Sheets, Windsor.ai weekly performance briefs, and multi-tool (Tally Forms, Zapier, Excel, Asana) client onboarding workflow.
On demand data analysis for clients and internal requests. Authored 25+ budget increase proposals and forecasts built on impression share analysis.
Develop launch and rebuild strategies for new markets, including bilingual Spanish-forward builds and market-specific competitive positioning. Design and run A/B tests on ads and landing pages, results read against criteria fixed in advance to guide decisions.
Segment paid media performance by audience, device, geo, match type, and query cohort for analysis.

Director of Social Media

Magnify Marketing Agency | Jan 2025–Aug 2025

Promoted to Director of Strategy and Performance within seven months as scope expanded into PPC, analytics, and operations.
Led paid social strategy and social measurement across client portfolio.
Built and scaled paid Meta Ads campaigns with pixel tracking and custom conversions.
Rebuilt agency project operations into a pod-based model, restructuring 280 projects and standardizing intake, handoffs, and reporting cadence.

Creative Lead + Account Manager

Izell Marketing Group | Nov 2022–Jan 2025

Developed GA4, GTM, and Looker Studio analytics setups and dashboards delivering real-time, actionable client insight.
Built, optimized, and maintained 12+ PPC accounts across Google, Bing, and social platforms.
Created a 150-point internal audit process run quarterly across accounts, significantly improving performance quality and operational execution. Assisted Analytics Lead with dashboard and reporting maintenance.
Planned, shot, and edited 5+ client marketing photo shoots and 3 video shoots, implemented in targeted ad campaigns
Executed targeted email campaigns generating $229,500+ in revenue.
Researched and authored 3 agency whitepapers, strengthening agency thought leadership in the industry and community.

Founder + Creative Director

line13 | 2018–Now

Two-time American Advertising Award recipient.
Deliver brand identity, web, and photography to clients in various industries. Build WordPress websites, design landing pages for PPC performance, and optimize fine-art e-commerce for SEO, UX, and conversion.

TOOLS & PLATFORMS.