Kayla Berning

• Drive acquisition of new paying learners across the NAMER region while managing and optimizing budgets across large-scale paid social platforms to meet ROAS targets and grow Consumer revenue. • Lead strategic experimentation, including creative, bidding, audience tests, and AI-enhanced functionalities to scale high-performing campaigns and identify new growth opportunities. • Conduct incrementality tests to quantify paid social’s true business impact and guide future investment decisions. • Develop and validate new platform strategies to expand Coursera’s paid social footprint and unlock additional revenue potential. • Partner cross-functionally with Data Analytics, Creative, Product, and Merchandising teams to translate insights into actionable optimizations and strategic recommendations. • Build reporting frameworks that highlight trends, learnings, and opportunities to inform channel strategy and leadership decision-making.

• Manage and scale paid social campaigns to drive new customer acquisition across all key regions • Evaluate campaign performance, identify opportunities and create summary reports that showcase the insights and learnings of paid social • Build and drive the creative roadmap for paid social • Manage a budget that hits acquisition targets consistently and work cross-functionally with key collaborators within Consumer Marketing

• Led paid campaigns across multiple media channels to generate qualified leads and drive purchasers at an efficient ROAS. • Developed and tested new channel strategies with goals to increase customer acquisition and lower cost per lead. • Supported B2B paid media efforts with objectives to increase brand awareness and generate leads for Outlier’s Employee Pathways program.

• Execute the day-to-day implementation of growth strategies across online paid media channels, partnering across the organization to generate new demand, drive thousands of leads, and convert new subscribers. • Manage media budgets with a ~$500k/month spend and build reporting dashboards to provide details into performance analysis. • Analyze campaign results, report on key metrics, and optimize future campaigns based on learnings.

• Defined, articulated and drove the International organic & paid social media strategy including channel prioritization & structure, content recommendations, messaging development (in conjunction with the brand team), budget, and major initiatives to meet and exceed performance expectations. • Implemented and optimized paid social campaigns utilizing various strategies such as look-a-like audiences, retargeting, personalization, and audience segmentation. • Managed multiple organic and paid social calendars and approval processes with various international agencies, all with different goals, topics and testing schedules.

• Developed paid marketing campaigns to support revenue growth for ACT’s products and services on an international level, specifically the ACT test. • Monitored test center capacity reports in Tableau, determined suitable geo-targeting efforts, and allocated budget appropriately across a variety of marketing channels. • Worked directly with marketing agencies, designers, and international partners to execute additional retargeting campaigns.

• Operated as a brand manager by leading all aspects of ACT corporate social media channels both strategic and tactical in nature, including content planning, creation, scheduling, and posting, as well as monitoring and responding to external posts. • Managed budget and strategic implementation of paid social media campaigns, then gathered, analyzed, and reported back the ads' performance metrics to appropriate business units. • Developed quarterly and yearly strategy for ACT’s corporate social media channels that is closely tied to company goals and growth drivers.

• Created concise and engaging content that ties to integrated marketing efforts. • Monitored comments made across social media and effectively implemented response strategy to protect brand. • Conducted sentiment and topic analysis to monitor the health of the brand.

• Composed timely, engaging and relevant content across all CEO social channels. • Increased the CEO’s LinkedIn Influencer following base from 7,000 users to over 43,000 within one year. • Led efforts when participating in the LinkedIn Influencer Program: Worked closely with the CEO and his executive writer on monthly topics, deadlines, drafts and submissions.

• Supported Sophia’s external communication efforts through social media marketing, blogging, email campaigns and weekly newsletters. • Created email campaigns using HTML code through TextMate and managed emails through Active Campaign. • Recorded weekly analytics for website traffic, social media activity and email campaigns through a cloud-based email infrastructure, SendGrid.

• Supported AgStar’s internal team, clients and corporate objectives through social media marketing efforts. • Video: Managed video content creation and posting for business unit video blogs. • Editor: AgStar Fund for Rural America 2012 Annual Report (distributed to 19,000 clients).