Teams at Optimal (formerly Effective Spend)

Develop and execute digital PR and link-building strategies to secure high-authority press coverage and backlinks. Create targeted media lists, pitch journalists, write press materials and content, coordinate client requests, monitor journalist queries (HARO), and support monthly SEO reporting by analyzing coverage and backlink KPIs.

Maintain and automate marketing performance reporting, build actionable Power BI dashboards, query and integrate data from ad platforms and CRMs, detect anomalies, and provide insights on CTR, CVR, ROAS, attribution, and testing to support paid media and SEO teams.

Manage and optimize programmatic campaigns across DV360, The Trade Desk, and Stackadapt. Build strategy, allocate and pace budgets, analyze performance with BI tools, author client reports, train junior team members, coordinate with creative and cross-functional teams, and test new programmatic opportunities to improve client KPIs.