Shopify
Thomas Mcnaught
Media Buyer / Growth Strategist
Glasgow
Summary
Paid Media & Growth Lead with 9+ years experience scaling e-commerce and lead gen across Meta, TikTok, TikTok Shop and Google Ads. Managed $100K–$1M+ in monthly ad spend, led media and creative teams, and improved performance through CRO and disciplined creative testing. Focused on revenue and profitability, with budget planning and forecasting to support scaling decisions. Case studies: thomasmcnaught.com
Overview
10
10
years of professional experience
1
1
Language
Work History
Head Media Buyer
Sway Digital Agency
06.2024 - 07.2025
- Ran Meta-led growth for e-com and lead gen accounts, using platform performance plus backend results to decide what to test, pause, and scale.
- Built monthly spend plans and targets, then managed pacing and budget shifts throughout the month to maintain efficiency while growing spend.
- Led client communication end to end, translating performance data into clear priorities, actions, and next steps.
- Managed a small team (Meta buyers, Google buyer, designer), setting standards and turning insights into clear briefs and creative direction.
- Improved conversion beyond the ad account by working on Shopify CRO and site speed, reducing drop-off from click to purchase.
Head of Media Buying
Hyperscale
02.2024 - 06.2024
- Managed a portfolio of Ecom clients across TikTok Ads, TikTok Shop, Meta, and Google, keeping performance moving week to week.
- Built and managed a UGC and influencer workflow, briefing creators and editors to produce ads designed to sell.
- Audited and improved the full purchase path, including landing pages, checkout flow, and TikTok Shop setup to lift conversion rate.
- Owned spend planning and pacing, deciding where budget should go and when to push or pull based on results.
- Created and rolled out SOPs and best-practice playbooks for media buying, creative briefing, and reporting, improving consistency across client accounts and speeding up execution.
Growth Strategist / Senior Media Buyer
Tier Eleven
07.2021 - 07.2023
- Directed digital marketing and guided creative strategy for international brands as a Growth Strategist and Senior Media Buyer.
- Specialised in paid advertising on Facebook, Google, TikTok and LinkedIn, managing ad spends over $250k monthly for individual clients.
- Led and collaborated with a dedicated team of creatives and media buyers to optimise results.
- Managed client communications, including daily interactions, reporting, and strategic calls, ensuring transparency and alignment.
Senior Ecommerce Media Buyer
Racoon Tech
07.2019 - 11.2020
- Helped generate over multiple 7 figures in revenue in a 12-month window using Facebook & Google Ads.
- Created multiple Ecommerce brands from scratch including all graphic & design aspects, advertising strategies and creation of actual ad campaigns on platforms.
- Managed a team of copywriters, video editors, junior media buyers and helped build processes to increase the efficiency and effectiveness of the teams and systems.
- Created advertising assets from scratch using Photoshop and Final Cut which helped increase conversion rates on advertisements.
- Tested multiple secondary ad platforms including Pinterest, TikTok, Youtube and Taboola.
Media Buyer /Senior Digital Marketing Specialist
Freelance
02.2016 - Current
- Over 9 years of digital marketing expertise, propelling businesses to 8-figure revenues using Facebook and Google ad campaigns.
- Led talented teams of ad buyers and creatives, achieving major successes for clients worldwide.
- Collaborated with top global agencies across varied industries, spanning from enhancing client responses to crafting advanced retargeting techniques.
- Firmly rooted in data driven strategies, consistently aiming for exceptional ROI.
- Personally managed over $20,000,000 in ad spend across Facebook, TikTok and Google.
Education
Certification -
01.2022
Credential ID 410-101: Meta Certified Media Buying Professional
Certification -
01.2022
Certified Customer Value Optimization Specialist - DigitalMarketer
Certification -
01.2022
Certified Optimization & Testing Specialist - DigitalMarketer
Certification -
01.2021
Google ads paid media professional
Skills
E-commerce
Meta Ads
TikTok Ads
Google ads
Conversion Rate Optimization
Client communication
Competitive analysis
Media planning
ROI measurement
Media expense forecasting
Problem-solving
Teamwork and collaboration
Software
Woo Commerce
Asana
Monday
Click Up
Klaviyo
Chat GPT
Gemini
Go High Level
Triple Whale
Google Analytics
Slack
Interests
Chess
Gym
Ai Systems
Timeline
Head Media Buyer - Sway Digital Agency
06.2024 - 07.2025
Head of Media Buying - Hyperscale
02.2024 - 06.2024
Growth Strategist / Senior Media Buyer - Tier Eleven
07.2021 - 07.2023
Senior Ecommerce Media Buyer - Racoon Tech
07.2019 - 11.2020
Media Buyer /Senior Digital Marketing Specialist - Freelance
02.2016 - Current
META - Certification,
DIGITAL MARKETER - Certification,
DIGITAL MARKETER - Certification,
GOOGLE - Certification,
References
References available upon request