Expert Details
SEM; Search Engine Marketing
ID: 736428
Florida, USA
• Respected leader in the digital marketing industry with a history of inspiring innovation & fostering growth
• Established track-record of successfully leveraging multivariate testing to benefit digital media efforts
• Proven success simultaneously managing large teams, SA360, Google Ads, and Microsoft Ads accounts
• Extensive experience leading paid search & creative teams
• Full understanding of HTML, CSS, & several CMS platforms
• Full background in marketing automation
• Facebook Blueprint certified media planning professional
NOTABLE ACCOMPLISHMENTS:
- Lead Effort To Develop Machine Learning Model
Worked with Google engineers and internal team to develop a proprietary BigQuery Machine Learning (BQML) model that leverages user data signals from online and offline properties to predict a user’s propensity to convert and inform SA360’s autobidding.
- Improved Reporting Efficiencies Using Automation
Created an automated reporting system for Terminix which was later adopted company-wide. This resulted in a cost reduction of ~10 FTE employees
- Drove Higher ROAS With Fewer SEM Mangers
Built and launched a restructure for Bloomingdale’s focused on leveraging DSA and RDSA campaigns to capture frequently changing product inventory while improving ROAS by ~35% YoY.
Education
Year | Degree | Subject | Institution |
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Year: 2013 | Degree: B.A. | Subject: Business Economics | Institution: Florida Atlantic University |
Work History
Years | Employer | Title | Department |
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Years: 2020 to Present | Employer: Undisclosed | Title: Director, SEM | Department: |
Responsibilities:Lead all SEM efforts across teams responsible for strategy, implementation, and analytics. Lead BQML model development and SA360 integration. Responsible for over $1.5M in monthly SEM spend. |
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Years | Employer | Title | Department |
Years: 2018 to 2020 | Employer: Tinuiti | Title: Senior Paid Search Strategist | Department: |
Responsibilities:Developed SEM strategies for large businesses including Terminix, Etsy, BarkBox, and Bloomingdale’s. |
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Years | Employer | Title | Department |
Years: 2015 to 2018 | Employer: Next Level SEM | Title: Senior Paid Search Manager | Department: |
Responsibilities:Supervised paid search team and launched granular account restructures focused on greater data visibility. |
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Years | Employer | Title | Department |
Years: 2012 to 2015 | Employer: Market My Market | Title: PPC Manager | Department: |
Responsibilities:Managed Paid Social and SEM accounts, and coordinated between SEM, SEO, and creative teams to streamline interdepartmental processes. |
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Years | Employer | Title | Department |
Years: 2010 to 2012 | Employer: Baker & Zimmerman | Title: Marketing Coordinator | Department: |
Responsibilities:Coordinate marketing efforts across channels to make sure company had consistent creative, content, design, etc. Working closely with the web team, tv/radio, and digital.Maintaining a creative calendar and writing content for the website that followed SEO best practices. |