Experience

MODintelechy

• United States
• Business Consulting and Services
• 1 - 100 Employee

• Digital Marketing Specialist

  • Apr 2021 - Present

  Head of SEM for Demand Generation team. Responsible for creating and marketing digital campaigns for a Fortune 500 industrial account as well as regional accounts and new business pitches. Key responsibilities include audience research, pulling business impact insights from data, providing strategic recommendations, segmentation tactics, managing budgets, presenting to clients, and executing campaigns. I also work closely with our SEO lead to provide clients with cohesive long-term strategy and our analytics team to ensure data is properly flowing through all systems.



National Instruments

• Retail Office Equipment

• Global Advertising Campaign Lead, Data-Driven-Digital

  • Mar 2018 - Jan 2021

  Developed process to run quick-turn campaigns for live and on-demand events within 2 business days. Directed Paid Search operations. Created partnership with analytics team and streamlined branding. • Received 50% budget increase and doubled transactional conversions after redesigning search campaigns; revamped keyword lists, built out extensions, and translated content into four languages. • Led global review of ABM capabilities and on-boarded new platform leading to 30% growth in engaged web visits. • Drove engaged web-traffic increases for group of target accounts, Transportation 28%+, Semiconductor 35%+, and Aerospace/Defense 87%+; partnered with marketing team and led RFP to contract best campaign vendor.

• Advertising Manager

  • Sep 2015 - Dec 2018

  Managed team with offices in Brazil, Canada, and US; covered North and South America. Exceeded annual inquiry and new contact acquisition goals. Modernized B2B media mix beyond heavy reliance on trade print to incorporate more data-forward digital executions like ABM, programmatic, and retargeting. Trained team members on new tactics. • Drove 60K+ inquiries, 3K about goal, and doubled new contacts within strategic industries up 94% YoY; implemented new approaches requiring guaranteed delivery, custom e-books, and tested lead aggregation companies. • Built retargeting architecture and influenced 1.5K+ orders and $4.4M in revenue; contributed to 40K+ inquiries in pipeline, became highlight relevant, and kept bounce rates below 33% by driving highly engaged traffic.



GSD&M

• United States
• Advertising Services
• 400 - 500 Employee

• Associate Media Director

  • Jun 2014 - Sep 2015

  • Help craft media scopes of work and staffing plans • Work alongside Account Directors to finalize client contracts• Develop target audience, strategy, tactics, and pitch materials for new business opportunities• Manage media teams across four clients covering both traditional and digital media• Build strong team dynamics by balancing team member strengths and growth opportunities

• Media Supervisor

  • Sep 2012 - Jun 2014

  • Lead high level client presentations while supervising individual campaign recommendations and reporting• Facilitate communication to keep directors, team members, and other departments current• Assist in ongoing initiative to cross-train formerly separate traditional and digital media departments• Ensure ongoing alignment between strategic platform, creative idea, audience, and media touch points• Design templates and standardize processes across accounts to increase efficiency• Collaborated with and lead multiple agencies for large consumer electronics account• Organize department council to optimize our media partner meeting request and scheduling process

• Media Planner

  • Oct 2008 - Sep 2012

  • Planned, executed, and reported standard media plans with strategic guidance and oversight from supervisors• Crossed from traditional (broadcast, print, OOH) to digital department to learn both from the ground up• Trained assistants and interns to develop their core capabilities

• Assistant Media Planner

  • Jun 2007 - Oct 2008

  • Maintained client budgets and flowcharts, pulled and formatted basic reports, assisted planners and supervisors wherever possible, as well as general and administrative tasks