MEDIA EXPERIENCE
Supervisor, Paid Search July 2021 – Present
Tombras Knoxville, TN
Clients: Great Clips, Kiddie Academy Childcare Learning Centers, Big Tex Trailer World, Heart + Paw Veterinary Care, LeMond Electric Bicycles, Knoxville Utilities Board
• Responsible for onboarding new business, initial account audits and developing deliverable timelines
• Paid search lead for all client-facing interactions (pacing, reporting, strategy, planning and forecasting)
• Launched first-time, revenue-focused, paid search and Performance Max shopping campaigns for electric bike startup. Work included QAing client Google Merchant Center.
• Agency lead for Performance Max rollouts (developing and presenting case studies, advising on risks, creating pitch decks, mentoring other search teams)
• Improved KPI efficiencies by more than 2-3x YoY across multiple client accounts through testing and search best practices (campaign consolidation, automated bid strategies, tagging and tracking improvements, keyword and audience targeting expansions, introducing new channel tactics)
• Lead tagging and tracking transition initiatives to improve data reliability, future-proof accounts, and to ad-here to data collection and optimization best practices (GA tags > Google Pixels, Last Click > DDA)
• Conducted search and Youtube brand lift studies. Presented case studies to clients and agency members.
• Supervised and mentored analyst team on campaign creation best practices, pacing, reporting, ect.
• Configured and launched app campaigns (Apple Search Ads, Google UAC’s, Firebase)
• Utilized custom audience suppression in tandem with offline conversions to drive new customer sales to physical locations
• Created and automated internal and external client-facing reporting formats and dashboards (budget pacing, reporting, search queries, ad placements and creative performance)
• Worked closely with ad publishing partners to collaborate on campaigns and participate in beta tests
• Combined artificial intelligence (OpenAI ChatGPT, Google Bard) with creativity, historical data, and competitor research to write and test more enticing, data-driven, ad copy
• Worked with media vendors to gain market insight and benchmark share of voice performance against competitors
Digital Strategist June 2020 – July 2021
GS&F Nashville, TN
Clients: Bridgestone/Firestone, Louisiana Pacific, Nashville Predators, Tennessee Titans, Nashville Superspeedway, Urgent Care Group, Lochinvar Hot Water Solutions, Delivery Express, Hunt Brothers Pizza, Crossville Tiles, Butler Snow Law Firm
• Responsible for planning and execution across a number of digital self-serve platforms including Google Ads, Bing Ads, Facebook/Instagram, Linkedin, Twitter, and Pinterest
• Strategy lead for agency response and handling of the Apple iOS14 software update and tracking opt-out
• Explored new channel strategies to support programmatic efforts with Google’s Display Network
• Setup initial tagging and tracking on client websites using Google Analytics 4 and Google Tag Manager
• Moved performance-driving platforms to dynamic and responsive ads, leading to significant performance increases
• Responsible for the weekly, monthly, and quarterly digital reporting of digital self-serve platforms, site direct, and email reports for all clients personally managed
• Collaborated with account managers, creatives, freelancers, and 3rd party platform representatives
MEDIA EXPERIENCE
Senior Analyst, Paid Search March 2019 – June 2020
Campbell Ewald Los Angeles, CA
Client: Kaiser Permanente
• Paced $2 million in monthly ad spend across multiple B2B and B2C lines of business
• Agency lead on SEO/SEM coordinated guidance project to reduce and better allocate media spend
• Support or disapprove decisions involving vendor service membership renewals using relevant data
• Recommended and carried out major account restructures and naming convention overhauls
• Manipulated raw data in excel using pivot tables, Vlookups, and nested formulas for analysis
SEM/Paid Social Analyst December 2017 – March 2019
Davis Elen Advertising Los Angeles, CA
Client: Toyota of Southern California and San Diego
• Managed an annual combined search and social budget of $6 million across multiple languages
• Decreased paid social CPA by 60% by improving audience targeting and segmenting, exploring new ad placements, changes to budget allocation based on performance goals
• Paid search (campaign creation, forecasting/pacing, search query monitoring, conversion rate optimization and A/B testing, creative copywriting)
• Paid social (creative copywriting, pacing, forecasting, retargeting, moderation, tagging and tracking)
• Produced monthly analytical progress reports that monitored KPI performance and CPA goals
• Managed relationships with new ad-tech partners from on-boarding through to activation
SKILLS
Digital ad platforms: Google, Bing, Meta, Gemini, Twitter, Pinterest, Linkedin, Apple
Tracking and reporting platforms: Google Tag Manager, Search Ads 360, Display & video 360, Meta Pixels, Firebase, Google Merchant Center, Google Business Profile
Analytics platforms: Google Analytics 4, Google Search Console, Bing Webmaster
SEO/SEM software and bidding applications: Marin, Kenshoo, SEMrush, AHrefs, Screaming Frog
Content management and delivery: WordPress, Cloudflare. SEO, caching and compression plugins
3rd party audience/DMP integrations: Oracle BlueKai, Equifax digital segments, Ad.net, Media Alpha
CERTIFICATIONS
Google Ads Search Certified ID 84207126 July 2021 – July 2022
Google Ads Measurement Certified ID 84382535 July 2021 – July 2022
Google Shopping Ads Certified ID 84380275 July 2021 – July 2022
Google App Ads Certified ID 84382535 July 2021 – July 2022
Google Analytics Certified ID 52047507 June 2020 – June 2021
EDUCATION
University of Hartford West Hartford, CT May 2016
Bachelor of Science in Business Marketing
Bachelor of Arts in Cinema