Theodore Sisul
Marketing Director at Entertainment Retail Enterprises, LLC- Claim this Profile
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Bio
Credentials
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AdWords Fundamentals & Advanced Search
GoogleMar, 2015- Sep, 2024
Experience
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Entertainment Retail Enterprises, LLC
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United States
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Wholesale
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1 - 100 Employee
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Marketing Director
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May 2022 - Present
Responsible for managing a marketing team comprised of 9 members. Duties include: o Setting KPIs for every team member and working with them to hit their goals o Training team members in Google Analytics and Excel to better understand data analysis and campaign optimization o Training our paid search manager for Ford Merchandise and CAT Workwear on setting up Google Text and Shopping campaigns, optimizing the product data feed, and how to optimize campaigns with keyword negation… Show more Responsible for managing a marketing team comprised of 9 members. Duties include: o Setting KPIs for every team member and working with them to hit their goals o Training team members in Google Analytics and Excel to better understand data analysis and campaign optimization o Training our paid search manager for Ford Merchandise and CAT Workwear on setting up Google Text and Shopping campaigns, optimizing the product data feed, and how to optimize campaigns with keyword negation, bid adjustments, dayparting, device performance, ad extensions, and geo-targeting. o Ensuring we spend under our ACOS goals on DTC and Amazon o Helping to build our 2022 product catalog, while managing the laydown photography o Determining each week’s promotion to stay under % MSRP targets & maximize sales o Helping our merchandising team forecast the right amount of inventory based on sales Also responsible for running the paid search advertising on Google, Bing and Amazon for LegendaryWhitetails.com. Paid Search on DTC o 23% revenue growth in 2022 vs. 2021 and managed a $2.5MM budget Amazon PPC on Vendor Central o 33% revenue growth in 2022 vs. 2021 and managed a $4.5MM budget
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Digital Marketing Manager
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Sep 2019 - May 2022
Responsible for managing all of the Paid Search and Amazon advertising for ERE's multiple brands, including Legendary Whitetails, CAT Workwear, Apex Legends, Gearbox Loot, and MyMasks.com. Legendary Whitetails - Paid Search Advertising (Comparing January-December 2020 vs 2019) Reworked the product feed structure and Google Shopping campaigns to follow a more methodical approach (without SMART Shopping which hides keywords). Built Dynamic Text Ads, manual Text Ads, and a whole… Show more Responsible for managing all of the Paid Search and Amazon advertising for ERE's multiple brands, including Legendary Whitetails, CAT Workwear, Apex Legends, Gearbox Loot, and MyMasks.com. Legendary Whitetails - Paid Search Advertising (Comparing January-December 2020 vs 2019) Reworked the product feed structure and Google Shopping campaigns to follow a more methodical approach (without SMART Shopping which hides keywords). Built Dynamic Text Ads, manual Text Ads, and a whole new Brand campaign to improve keyword exposure and user experience, all of which led to the following results YoY: 1) 71% growth in Paid Search revenue 2) 2% decrease in advertising cost 3) 1,492% increase in Display Ads revenue Legendary Whitetails - Amazon Advertising (Comparing January-December 2020 vs 2019) With our first full year on Vendor Central, we had extremely aggressive growth and efficiency plans for 2020. ERE wanted to grow the Amazon business for Legendary Whitetails by 63% in revenue, while maintaining a 6% cost of advertising (COS) across paid and organic sales. With paid advertising contributing to ~54% of total sales, this was even more difficult to achieve. However, by thoroughly building out a brand new campaign structure (103 campaigns in total) and leveraging Sellics to help manage bidding and negative keyword rules, I beat plan by $1,451,000 while keeping our expenses even lower than expected at a 5.7% COS. CAT Workwear - Paid Search Advertising (Comparing August-December 2020 vs 2019) Was provided the opportunity to work on our sister brand, CAT Workwear, starting in late July 2020. After developing new Text and Shopping campaigns on Google and Bing Ads, plus continuous optimization, I increased Paid Search revenue by 275% YoY while reducing their cost of advertising by 10%.
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Senior Paid Search Account Manager
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Oct 2015 - Sep 2019
Manage upwards of $500,000 in monthly spend to grow revenue at record pace while maintaining aggressive cost-of-sale targets. Exceeded target revenue by nearly $2MM in 2017 & 2016. Through PPC Management of Google Ads, Bing Ads, Yahoo Gemini, and Criteo: • Paid Search revenue increased YoY by: • $1MM in 2018 (from January 1st – July 31st) • 42.84% in 2017, while reducing the cost-of-sale (COS) by 12.13% • 48.81% in 2016, while reducing the COS by 7.66% •… Show more Manage upwards of $500,000 in monthly spend to grow revenue at record pace while maintaining aggressive cost-of-sale targets. Exceeded target revenue by nearly $2MM in 2017 & 2016. Through PPC Management of Google Ads, Bing Ads, Yahoo Gemini, and Criteo: • Paid Search revenue increased YoY by: • $1MM in 2018 (from January 1st – July 31st) • 42.84% in 2017, while reducing the cost-of-sale (COS) by 12.13% • 48.81% in 2016, while reducing the COS by 7.66% • Display/Remarketing revenue on improved by: • 266% since 2015 Additional responsibilities include: • Training our Paid Search Specialist over the last year to become an expert at analysis, account optimization, ad copy writing, and campaign development • Implementation of advanced strategies, including a negative keyword script and single keyword ad groups (SKAGS) to better control the quality of visitors being delivered to DiscountRamps.com • Segmenting Shopping campaigns into Winners and Testers to increase the company’s bottom line by taking margin dollars into account • Managing Amazon Sponsored Products Show less Manage upwards of $500,000 in monthly spend to grow revenue at record pace while maintaining aggressive cost-of-sale targets. Exceeded target revenue by nearly $2MM in 2017 & 2016. Through PPC Management of Google Ads, Bing Ads, Yahoo Gemini, and Criteo: • Paid Search revenue increased YoY by: • $1MM in 2018 (from January 1st – July 31st) • 42.84% in 2017, while reducing the cost-of-sale (COS) by 12.13% • 48.81% in 2016, while reducing the COS by 7.66% •… Show more Manage upwards of $500,000 in monthly spend to grow revenue at record pace while maintaining aggressive cost-of-sale targets. Exceeded target revenue by nearly $2MM in 2017 & 2016. Through PPC Management of Google Ads, Bing Ads, Yahoo Gemini, and Criteo: • Paid Search revenue increased YoY by: • $1MM in 2018 (from January 1st – July 31st) • 42.84% in 2017, while reducing the cost-of-sale (COS) by 12.13% • 48.81% in 2016, while reducing the COS by 7.66% • Display/Remarketing revenue on improved by: • 266% since 2015 Additional responsibilities include: • Training our Paid Search Specialist over the last year to become an expert at analysis, account optimization, ad copy writing, and campaign development • Implementation of advanced strategies, including a negative keyword script and single keyword ad groups (SKAGS) to better control the quality of visitors being delivered to DiscountRamps.com • Segmenting Shopping campaigns into Winners and Testers to increase the company’s bottom line by taking margin dollars into account • Managing Amazon Sponsored Products Show less
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Supero Media
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Advertising Services
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Senior Account Manager
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Jun 2015 - Oct 2015
Responsible for managing PPC and SEO accounts for clients across various industries including: Restaurants, Law, Technology, Education, Automotive, and Software Development. As Senior Account Manager, duties consisted of: • Ensuring leads, orders, and CPA objectives were met and exceeded through: • Optimization of Paid Search campaigns including Google Ads, Bing Ads, Google Remarketing, Google Display Network, Google Mobile Apps, Yahoo Gemini, AdRoll Retargeting, and Taboola •… Show more Responsible for managing PPC and SEO accounts for clients across various industries including: Restaurants, Law, Technology, Education, Automotive, and Software Development. As Senior Account Manager, duties consisted of: • Ensuring leads, orders, and CPA objectives were met and exceeded through: • Optimization of Paid Search campaigns including Google Ads, Bing Ads, Google Remarketing, Google Display Network, Google Mobile Apps, Yahoo Gemini, AdRoll Retargeting, and Taboola • In-depth review of account performance with regards to top performing keywords, ad copy, and landing pages to determine areas of opportunity and inefficiency, as well as to identify competitive changes in the marketplace • Competitive analysis using SpyFu to uncover areas of opportunity through the addition of new keywords The following achievements were made through optimization of PPC campaigns from June 2015 to August 2015: • Sarpino’s: Increased revenue by 24% while reducing the cost-per-order by 13% • ServiceBridge: Grew monthly leads by 180% and decreased the cost-per-lead by 74% • Devbridge: Expanded leads by 63%, while reducing the cost-per-lead by 42% • Thomas W. Lynch: Increased leads by 167%, while lowering the cost-per-lead by 58% Show less Responsible for managing PPC and SEO accounts for clients across various industries including: Restaurants, Law, Technology, Education, Automotive, and Software Development. As Senior Account Manager, duties consisted of: • Ensuring leads, orders, and CPA objectives were met and exceeded through: • Optimization of Paid Search campaigns including Google Ads, Bing Ads, Google Remarketing, Google Display Network, Google Mobile Apps, Yahoo Gemini, AdRoll Retargeting, and Taboola •… Show more Responsible for managing PPC and SEO accounts for clients across various industries including: Restaurants, Law, Technology, Education, Automotive, and Software Development. As Senior Account Manager, duties consisted of: • Ensuring leads, orders, and CPA objectives were met and exceeded through: • Optimization of Paid Search campaigns including Google Ads, Bing Ads, Google Remarketing, Google Display Network, Google Mobile Apps, Yahoo Gemini, AdRoll Retargeting, and Taboola • In-depth review of account performance with regards to top performing keywords, ad copy, and landing pages to determine areas of opportunity and inefficiency, as well as to identify competitive changes in the marketplace • Competitive analysis using SpyFu to uncover areas of opportunity through the addition of new keywords The following achievements were made through optimization of PPC campaigns from June 2015 to August 2015: • Sarpino’s: Increased revenue by 24% while reducing the cost-per-order by 13% • ServiceBridge: Grew monthly leads by 180% and decreased the cost-per-lead by 74% • Devbridge: Expanded leads by 63%, while reducing the cost-per-lead by 42% • Thomas W. Lynch: Increased leads by 167%, while lowering the cost-per-lead by 58% Show less
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Lever Interactive
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Kenya
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Online Audio and Video Media
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1 - 100 Employee
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Senior Account Manager
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Aug 2014 - Jun 2015
As Senior Account Manager, duties consist of: • Ensuring advertising campaigns are meeting client objectives on a weekly and monthly basis in terms of revenue, ROAS, leads generated, and CPL through: • Detailed analysis utilizing Google Analytics and MS Excel, advanced optimization techniques, and campaign expansion using Acquisio, Google AdWords Editor, and Bing Ads Editor • Managing hundreds of Paid Search and Display campaigns across Google AdWords, Bing Ads, Google Shopping… Show more As Senior Account Manager, duties consist of: • Ensuring advertising campaigns are meeting client objectives on a weekly and monthly basis in terms of revenue, ROAS, leads generated, and CPL through: • Detailed analysis utilizing Google Analytics and MS Excel, advanced optimization techniques, and campaign expansion using Acquisio, Google AdWords Editor, and Bing Ads Editor • Managing hundreds of Paid Search and Display campaigns across Google AdWords, Bing Ads, Google Shopping, Bing PLAs, Google Remarketing, Dynamic Remarketing, RLSA, Google Display Network, Yahoo! Stream Ads, YouTube TrueView, and Amazon.com Product Ads • Development and delivery of comprehensive PowerPoint presentations to clients Other responsibilities include: • Training associate account managers to expand their skill sets with budget and bid management, campaign optimization and expansion • Daily communication with clients through email, as well as weekly conference calls to discuss reporting, account updates, and recommendations for their digital marketing campaigns Show less As Senior Account Manager, duties consist of: • Ensuring advertising campaigns are meeting client objectives on a weekly and monthly basis in terms of revenue, ROAS, leads generated, and CPL through: • Detailed analysis utilizing Google Analytics and MS Excel, advanced optimization techniques, and campaign expansion using Acquisio, Google AdWords Editor, and Bing Ads Editor • Managing hundreds of Paid Search and Display campaigns across Google AdWords, Bing Ads, Google Shopping… Show more As Senior Account Manager, duties consist of: • Ensuring advertising campaigns are meeting client objectives on a weekly and monthly basis in terms of revenue, ROAS, leads generated, and CPL through: • Detailed analysis utilizing Google Analytics and MS Excel, advanced optimization techniques, and campaign expansion using Acquisio, Google AdWords Editor, and Bing Ads Editor • Managing hundreds of Paid Search and Display campaigns across Google AdWords, Bing Ads, Google Shopping, Bing PLAs, Google Remarketing, Dynamic Remarketing, RLSA, Google Display Network, Yahoo! Stream Ads, YouTube TrueView, and Amazon.com Product Ads • Development and delivery of comprehensive PowerPoint presentations to clients Other responsibilities include: • Training associate account managers to expand their skill sets with budget and bid management, campaign optimization and expansion • Daily communication with clients through email, as well as weekly conference calls to discuss reporting, account updates, and recommendations for their digital marketing campaigns Show less
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Consultant
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United States
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Advertising Services
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Internet Marketing Specialist
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Jan 2007 - Aug 2014
Have worked closely with twenty-eight clients serving twenty-two industries, including but not limited to Private Vault Storage, Ski Vacation Packages, Security Information and Event Management (SIEM), Real Estate, Law, Politics, Wine, and Wholesale Ribbon & Trims. PAY-PER-CLICK ADVERTISING • Keyword research using Google Keyword Planner, Google Trends and WordTracker, as well as using competitive analysis tools such as SpyFu, SEMrush, and KeywordSpy • Development & A/B testing of… Show more Have worked closely with twenty-eight clients serving twenty-two industries, including but not limited to Private Vault Storage, Ski Vacation Packages, Security Information and Event Management (SIEM), Real Estate, Law, Politics, Wine, and Wholesale Ribbon & Trims. PAY-PER-CLICK ADVERTISING • Keyword research using Google Keyword Planner, Google Trends and WordTracker, as well as using competitive analysis tools such as SpyFu, SEMrush, and KeywordSpy • Development & A/B testing of ad copy with the landing page and target audience in mind • Setting up search and/or banner campaigns on Adwords, Bing Ads, and Business.com • Uploading optimized product feeds to the shopping comparison engines including Google Shopping, NexTag, PriceGrabber, Shopping.com, Shopzilla, and TheFind • Setting up retargeting campaigns on Adroll and Google Adwords • Optimizing keywords, ad copy and landing pages based on detailed analytical analysis using Google Analytics and conversion tracking • Meeting strategic initiatives towards revenue, lead value and margin goals across multiple marketing platforms through campaign development and optimization WEB DESIGN • Development of XHTML web pages that are cross-browser compatible, W3C compliant and conform to the guidelines of Google PageSpeed and Yahoo! YSlow for optimal page speed performance • Adept at redesigning websites in WordPress, BigCommerce, CoreCommerce, Volusion, Ignify, or static pages built in XHTML or PHP LOCAL SEARCH, SOCIAL MEDIA & SEO • Account setup and management of local search submissions to Google Local, YellowPages, SuperPages, Yellowbook, Merchant Circle, Manta, Bing Local, Yahoo! Local, Axciom, InfoGroup, and Localeze • Creation and management of social media profiles on Twitter, Facebook and LinkedIn • Keeping current on updates to Google's algorithm including Penguin and Panda • Resolving any issues with HTML code and content, and link architecture Show less Have worked closely with twenty-eight clients serving twenty-two industries, including but not limited to Private Vault Storage, Ski Vacation Packages, Security Information and Event Management (SIEM), Real Estate, Law, Politics, Wine, and Wholesale Ribbon & Trims. PAY-PER-CLICK ADVERTISING • Keyword research using Google Keyword Planner, Google Trends and WordTracker, as well as using competitive analysis tools such as SpyFu, SEMrush, and KeywordSpy • Development & A/B testing of… Show more Have worked closely with twenty-eight clients serving twenty-two industries, including but not limited to Private Vault Storage, Ski Vacation Packages, Security Information and Event Management (SIEM), Real Estate, Law, Politics, Wine, and Wholesale Ribbon & Trims. PAY-PER-CLICK ADVERTISING • Keyword research using Google Keyword Planner, Google Trends and WordTracker, as well as using competitive analysis tools such as SpyFu, SEMrush, and KeywordSpy • Development & A/B testing of ad copy with the landing page and target audience in mind • Setting up search and/or banner campaigns on Adwords, Bing Ads, and Business.com • Uploading optimized product feeds to the shopping comparison engines including Google Shopping, NexTag, PriceGrabber, Shopping.com, Shopzilla, and TheFind • Setting up retargeting campaigns on Adroll and Google Adwords • Optimizing keywords, ad copy and landing pages based on detailed analytical analysis using Google Analytics and conversion tracking • Meeting strategic initiatives towards revenue, lead value and margin goals across multiple marketing platforms through campaign development and optimization WEB DESIGN • Development of XHTML web pages that are cross-browser compatible, W3C compliant and conform to the guidelines of Google PageSpeed and Yahoo! YSlow for optimal page speed performance • Adept at redesigning websites in WordPress, BigCommerce, CoreCommerce, Volusion, Ignify, or static pages built in XHTML or PHP LOCAL SEARCH, SOCIAL MEDIA & SEO • Account setup and management of local search submissions to Google Local, YellowPages, SuperPages, Yellowbook, Merchant Circle, Manta, Bing Local, Yahoo! Local, Axciom, InfoGroup, and Localeze • Creation and management of social media profiles on Twitter, Facebook and LinkedIn • Keeping current on updates to Google's algorithm including Penguin and Panda • Resolving any issues with HTML code and content, and link architecture Show less
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Proceed Interactive
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United States
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Technology, Information and Internet
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Senior Internet Marketing Manager
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Jun 2006 - Jan 2007
SEARCH ENGINE OPTIMIZATION Daily activities included on-page and off-page optimization of client websites, competitive analysis and analytical reporting, development of sales materials and keeping clients up-to-date on project progression and their website’s performance. A sampling of clients included American Society of Quality (ASQ), Carus Corporation and GHG Corporation. SEARCH ENGINE OPTIMIZATION Daily activities included on-page and off-page optimization of client websites, competitive analysis and analytical reporting, development of sales materials and keeping clients up-to-date on project progression and their website’s performance. A sampling of clients included American Society of Quality (ASQ), Carus Corporation and GHG Corporation.
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Education
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Michigan State University
Bachelor's Degree, Package Engineering -
Downers Grove North
Community
