Experience

Reprise Digital

• United States
• Advertising Services
• 700 & Above Employee

• Associate Director of Paid Search

  • Nov 2021 - Present

  New York, New York, United States



adMarketplace

• United States
• Technology, Information and Internet
• 100 - 200 Employee

• Senior Campaign Manager

  • Sep 2020 - Nov 2021

  New York, United States • Responsible for directing the advertiser services strategies for some of the largest accounts at adMarketplace, including Samsung (all sub-brands), Disney, and British Airways, with accountability for a $16M annual budget. • Manage a team of 3 campaign managers & 2 campaign specialists overseeing 45 total accounts/advertisers responsible for setting up traffic sources for each Brand to help meet each client’s goal (sales, sign-ups, brand awareness). • Lead all search marketing tasks… Show more • Responsible for directing the advertiser services strategies for some of the largest accounts at adMarketplace, including Samsung (all sub-brands), Disney, and British Airways, with accountability for a $16M annual budget. • Manage a team of 3 campaign managers & 2 campaign specialists overseeing 45 total accounts/advertisers responsible for setting up traffic sources for each Brand to help meet each client’s goal (sales, sign-ups, brand awareness). • Lead all search marketing tasks across several search engines, such as paid search campaign planning, implementation, budget management, performance review, and optimization techniques to maximize ROI. • Spearhead efforts related to marketing positioning, brand management, media planning and buying, lead generation, content marketing, and online/social media marketing. • Examine live data and generate hypotheses through data analysis to execute experiments to improve conversion and other key performance metrics. • Develop and implement an online and offline lead generation plan, and collaborate with the creative and operations team to roll it out to all online/offline outlets. • Optimize Accounts to improve CTRs (Click Through Rate) by using different performance tools, including AdWord Keyword Tool and Search Query Reports, and provided the cost per click (CPC), and cost per call (CPC) estimates for specific categories. • Execute a robust lead generation flow, which increased user acquisition. 𝐊𝐞𝐲 𝐀𝐜𝐡𝐢𝐞𝐯𝐞𝐦𝐞𝐧𝐭𝐬 • Spearheading the expansion of key accounts (Samsung, Disney & Nike) into LATAM with preliminary budgets in priority geos totaling $1.5M for Q4'21 (priority Geos being Mexico, Brazil & Argentina). • Grew Revenue for key account Samsung by over 220% YoY ($5M in 2020 vs. $12M planned for 2021) through traffic growth strategies and KPI shifts • Lifted QoQ revenue driven by Samsung by over 30% through improved traffic source and publisher partnering Show less



Spark Foundry

• United States
• Advertising Services
• 700 & Above Employee

• Search Manager

  • Jan 2019 - Sep 2020

  1675 Broadway • Lead a team of two analysts, overseeing Paid Search Campbell’s Soup, including all affiliated brands totaling 16 brands (8 Snack Brands & 8 Meals and Beverage Brands), utilizing a yearly paid search budget of ~$6.5M. • Utilized detailed research and planning, advanced search strategy, and in-depth analysis to exceed goals across all client brand programs. • Analyzed data, identified relevant trends, and provided recommendations to enhance and exceed client marketing goals and… Show more • Lead a team of two analysts, overseeing Paid Search Campbell’s Soup, including all affiliated brands totaling 16 brands (8 Snack Brands & 8 Meals and Beverage Brands), utilizing a yearly paid search budget of ~$6.5M. • Utilized detailed research and planning, advanced search strategy, and in-depth analysis to exceed goals across all client brand programs. • Analyzed data, identified relevant trends, and provided recommendations to enhance and exceed client marketing goals and objectives. • Devised a structured ad copy segmentation and tagging strategy to glean insights into customer engagement and guide the future direction for branding, content, and strategy. • Delegated meetings with the client team and provided weekly performance updates across Paid Search brands and all major test results that overlap between channels. • Monitored and analyzed key metrics of paid search programs, including clicks, cost per click, sales orders, and ROAs, to identify and implement changes to increase the performance in the overall paid search program. • Managed cross-channel tests between SEM & E-Commerce, driving users to Snacking Amazon pages to attribute sales data to SEM sources. • Used Kenshoo Dashboards daily for ad-hoc reports, preparing weekly insights, managing budgets, and setting daily pacing schedules. • Successfully developed portfolio strategies for brands that compete in similar categories while maintaining front/back-end metric goals. 𝐊𝐞𝐲 𝐀𝐜𝐡𝐢𝐞𝐯𝐞𝐦𝐞𝐧𝐭𝐬 • Increased YoY traffic across flagship Campbell's account by 40% during holiday period las well as improved CPC 35% YoY for the flagship campaign & sub-brand campaigns • Executed strategies that saw higher traffic and lower CPCs YoY leading to an overall increase in yearly budgets of 62% ($6.5M vs. $4M) Show less



Converge

• United States
• Advertising Services
• 1 - 100 Employee

• Channel Manager - Paid Search

  • Aug 2017 - Dec 2018

  New York, New York • Oversaw the planning, execution, and reporting of the paid search strategy for the AAA Club of California accountable for a $24M annual budget to drive direct response results. • Led day-to-day digital activities across multiple marketing platforms, including Google, Bing, and Yahoo, and analyzed results through various structured/unstructured datasets to make informed business decisions. • Reviewed and analyzed website performance metrics to provide campaign effectiveness reports and… Show more • Oversaw the planning, execution, and reporting of the paid search strategy for the AAA Club of California accountable for a $24M annual budget to drive direct response results. • Led day-to-day digital activities across multiple marketing platforms, including Google, Bing, and Yahoo, and analyzed results through various structured/unstructured datasets to make informed business decisions. • Reviewed and analyzed website performance metrics to provide campaign effectiveness reports and making recommendations on optimizations when appropriate to improve media performance. • Monitored and led all daily pacing and optimizations while maintaining and broadening client relationships. • Worked with third-party ad server (mainly Conversant formerly known as Mediaplex, DoubleClick) and distribution of third-party ad tags • Utilized media research tools Spyfu and SEM Rush to aid in campaign development • Maintained media plans, including changes, budgeting, execution, reporting, optimization, and invoice reconciliation. • Optimized search campaigns using in-house software (called ConvergeTrack) able to provide back-end and front-end data for all three engines at once. • Executed daily meetings with the client while providing daily performance updates on search campaigns and live tests. • Set up creative and landing page A/B tests using Google AdWords Editor, Microsoft Ads Editor. 𝐊𝐞𝐲 𝐀𝐜𝐡𝐢𝐞𝐯𝐞𝐦𝐞𝐧𝐭𝐬 • Optimized CPA across priority markets (CA & New England), driving 30% improvements YoY and leading to a 33% increase in 2018 budgets compared to 2017 ($28M vs. $21M) • Developed automated reporting and dashboard builds, resulting in a 50% reduction in time to develop decks and reports Show less



EducationDynamics

• United States
• Advertising Services
• 400 - 500 Employee

• Marketing Coordinator

  • Jul 2016 - Aug 2017

  Hoboken, NJ • Managed cross-functional relationships within the agency and 200 publishers in the network overseeing monthly media planning and annual planning for all media buys for SEO and PPC traffic. • Responsible for gathering information through various outlets for the development of digital, direct, telemarketing, television, and radio advertising campaigns to help increase enrollment in the client schools. • Identified and analyzed trends within a competitive marketplace, present analysis with… Show more • Managed cross-functional relationships within the agency and 200 publishers in the network overseeing monthly media planning and annual planning for all media buys for SEO and PPC traffic. • Responsible for gathering information through various outlets for the development of digital, direct, telemarketing, television, and radio advertising campaigns to help increase enrollment in the client schools. • Identified and analyzed trends within a competitive marketplace, present analysis with recommendations for next steps; track and record metrics. • Increased ranking/traffic with link building tools; and track results for reporting & analysis. • Designed and developed ongoing KPIs, metrics, reports & dashboards in lead generation serving for-profit-educational institutes. 𝐊𝐞𝐲 𝐀𝐜𝐡𝐢𝐞𝐯𝐞𝐦𝐞𝐧𝐭𝐬 • Spearheaded the Military Campaigns for the company (campaigns targeting users with military experience looking for higher education opportunities), leading to 30+ enrollments in Q1 2017 across Kaplan, Full & St Leo University. • Improved cost per acquisition across key universities by 25% QoQ (Kaplan & Full Sail) through keyword additions & landing page testing for specific majors Show less