Outi Conway
Digital Marketing Manager
Senior performance marketing manager with extensive experience in managing $100M+ budgets and driving subscription growth.
About Outi
Outi Conway is a senior performance marketing manager with over a decade of experience, including managing a $100M+ paid search budget at Xero. Built AI-driven test-and-learn engine, LTV-bidding framework, and led global SEM strategies. Skilled in performance marketing, paid search, automation, attribution modelling, and stakeholder management. Proficient in using Google Ads, SA360, Performance Max, paid social, and GA4/Looker Studio reporting.
Experience
Xero, Sydney
Global SEM Manager (Growth & AI Innovation) (2022 – 2026)
Led the design of a global generative AI/LLM-driven ad-copy workflow, partnered with Data Science and Google for incrementality testing, and managed a $100M+ paid search budget. Drove a 20% increase in subscription volume while cutting acquisition costs 15%.
Xero, Sydney
Senior SEM Specialist (2017 – 2022)
Optimized multi-market SEM programs, redesigned account structures, introduced A/B testing frameworks, and partnered with regional teams to influence digital strategy.
Various Media Agencies, Sydney & Helsinki
Digital Marketing & SEM Specialist (2014 – 2017)
Managed global SEM and performance campaigns for high-profile clients, designed and optimized full-funnel digital strategies, and led end-to-end campaign lifecycles.
Key Skills
Key Industries
Software & Tools
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