QuickBooks: Pivoting To Reddit When Meta Underdelivered.

The Overview

While at Manning Gottlieb, I led paid social performance for QuickBooks across Meta, TikTok, Pinterest and Reddit. The goal was clear: drive product sign-ups efficiently. When Meta performance dipped, I helped pivot the strategy, contributing to the launch of QuickBooks’ first Reddit campaign to drive lower-cost conversions and reach new audiences.

What I Did

• Managed daily campaign performance across Meta, TikTok, Reddit and Pinterest
• Structured and scaled campaigns focused on product sign-ups and trial conversion
• Led creative testing across ad formats, hooks and audience segments
• Identified new platform opportunities and led test-and-learn initiatives
• Collaborated with the measurement team to track CPA and optimise for ROI
• Presented results and strategic recommendations to senior stakeholders

Key Highlights

• Launched QuickBooks’ first Reddit campaign as part of platform diversification
• Helped reduce cost-per-trial when Meta performance declined
• Rolled out a full TikTok strategy using Spark Ads and creator-led content
• Built scalable testing frameworks for content and channel expansion

Why It Matters

This campaign was a prime example of how agility wins. When default channels underdelivered, I helped pivot to Reddit, proving its effectiveness in both acquisition and brand building — that blend of creative strategy and performance focus defines how I approach paid social.