Behind the Scenes: Leyla Bakhshaliyeva – Digital Activation Manager

Today on Behind the Scenes, we introduce you to Leyla Bakhshaliyeva. She works as a Digital Activation Manager at Douglas Marketing Solutions and has over 11 years of professional experience in her field. She is experienced and at home in sectors such as PR, event management and presicion online marketing for beauty, fashion, jewellery and watches on the retail and agency side.

Through her passion for analytics, she contributes to a comprehensive understanding of the user journey and is always developing new strategies.

What drives me?

I have 3  favorites: continuous optimization, learnings & recommendations. I am deeply convinced that planning a comprehensive campaign is half of the battle. The real magic begins, when the campaign starts delivering. That’s when the opportunity arises to decide what the best opportunities are to move the campaign forward even more, in other words, to optimize. This forms a lot of learnings at the end of the campaign, which I am most excited about. There’s nothing more satisfying than seeing which KPIs have been over-achieved and which can still be improved. And HALLELUJAH! – that’s a fantastic basis for making recommendations for a new upcoming campaign.

What makes my work special?

I am so much in love with the targeting capabilities we own. Obviously, every brand wants to address the most relevant user in order to convert them as shortly as possible. We know exactly how a customer of a certain brand or a user of a certain category is making their journey and we catch those users at the right time in the right channel with the right type of ad. Isn’t it special? 

My recommendation for Beauty Brands:

Test and learn as much as possible, be open to new ideas & opportunities. So many brands, wanting to achieve fast conversions, simply stay at the bottom of the funnel and only address their direct customers. More often than not, this leads to high frequency and ad fatigue. My advice is to always try to find relevant leads through the top of the funnel, which increases the chances of improving CTR as well as CVR on the lower funnel.

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