Professional Experience

A solid background in managing relevant keyword universe, levels of investment, keyword bidding strategies and measuring success of online marketing efforts to ensure high ROI. Multiple years experience managing large brands online with six-figure monthly spend. Experienced in managing all promotional and educational email campaigns to optimize brand recognition, revenue and retention.

Detailed understanding of MS Office, Web Position, Adwords Editor, the Adcenter Desktop tool and other various online marketing tools. Strong comprehension of web usability, landing page testing, website design, quantitative skills and ROI analysis. Fundamental skills in Adobe products and HTML.

Employment History

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New York, New York February, 2015 – Present : Director of Audience Development, TV Everywhere

  • Executed award-winning consumer marketing campaign resulting in 19% lift year over year mobile app downloads and 15% year over year lift in TVE video consumption
  • Develop and implement strategies for both paid advertising and unpaid partnerships and media swaps to drive consumer awareness, download and usage of NBCU TV Everywhere (TVE) platforms across NBC’s 13 brands
  • Worked with connected device partners Roku, Apple, Amazon and Samsung to devise ondevice marketing strategies to acquire, retain and engage the NBC brand’s users.
  • Manage relationships with media vendors & marketing agencies and provide media performance reports to VP of Marketing
  • Improve customer acquisition process by setting testing strategy and conversion
    improvement targets

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New York, New York July, 2010 – February, 2015 : Director, SEO

  • Own client relationships at the highest level and provide strategic oversight on all clients including strategic planning, developing campaign roadmap, assisting with business development, presenting clients with new opportunities, advancements in search, etc
  • Responsible for delivering on-going timely thought-capital and POVs in collaboration with Group Search Director and VP Social Media
  • Acts as a spokesperson for Razorfish at industry events and/or with the press

Staffing and Talent Development:

  • Manages National SEO team across eight US offices
  • Partners with Group Search Director to manage staffing: team utilization, rotation opportunities, promotions and retention
  • Facilitates internal training programs on search/social landscape and best practices within cross-functional teams
  • Acts as point of contact and strategic lead for BD SEO consulting. Partners with National BD Leads for support and scoping.
  • Act as the point of contact for existing client account growth opportunities

Associate Director, SEO

  • Providing long-term strategy for Enterprise SEO engagements through prioritization of recommendations based on ease, benefit and readiness
  • Creation of client framework for SEO and Agile development integration
  • Creation and management of Razorfish search department’s Twitter committee

Senior Manager, SEO

  • Responsible for driving integrated paid search and SEO strategy to increase client’s share of voice online while focusing on ROI results.
  • Develop, recommend, and execute proposal, account, & campaign strategy including presales engagement and proposal development leveraging cross-team collaboration where possible.
  • Successfully pitched and won 3 new accounts in first year resulting in $690,000 increase in agency billings.

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New York, New York December, 2008 – July, 2010 : Search Account Manager

  • Managed large scale ad-spend across multiple clients including two Fortune 500 companies
  • Provide world-class service to a portfolio of premium strategic clients
  • Pre-sales engagement work including proposal development
  • Develop, recommend, and execute proposal, account, & campaign strategy
  • Drive full client management and issue resolution
  • Lead adCenter training for clients
  • Serve as a Microsoft representative/search expert at industry events

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New York, New York July, 2008 – December, 2008 : Search Media Analyst

  • Partner with Sales to deliver great results for customers
  • Analyze performance of Customer’s portfolio of paid search marketing campaigns
  • Conduct deep data analysis to inform strategic marketing insights and optimization requirements
  • Provide advertisers with deep understanding of vertical and competitive intelligence to help shape marketing strategies
  • Provide in-depth consulting services to high spend advertisers
  • Recommend on-going creative and pricing strategies to improve Customer results
  • Craft on-going targeting recommendations based on audience composition analysis and geographic campaign requirements
  • Provide ongoing reporting of search program performance metrics
  • Attend client meetings to provide key insights on optimization strategies, AdCenter training and vertical intelligence.
  • Serve as vertical and search expert at industry events
  • Research industry and vertical trends

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San Diego, California : Founder and Consultant

  • Provide consulting services in search engine marketing, Internet marketing, search engine optimization/SEO, search engine marketing/SEM, Pay Per Click Marketing (PPC) Social Media/SMO, web site design, web development, e-commerce, e-mail marketing, website analysis, and website maintenance for non-profits, affinity organizations and small to mid-sized businesses.
  • Implemented Search Engine Optimization (SEO) and had websites listed with multiple top 10 listings.
  • Execute SEM documents such as: Keyword generation & segmentation, Forecasting, Insertion Orders, Ad copywriting, & Performance Reporting.
  • Developed Affiliate Program for new client retention and revenue stream.
  • Actively make recommendations and formulate testing structure for keywords, ad copy, landing pages and position to optimize campaign to achieve designated performance objectives.

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Interactivate Inc San Diego, CA April 2007 to July 14, 2008 : Search Marketing Specialist

  • Creating, implementing, tracking, analyzing and optimizing Paid Search campaigns.
  • Manage 30 + Pay Per Click (PPC) campaigns with an approximate spend of $1.1 million in Google Adwords, Yahoo Search Marketing, and MSN AdCenter for clients ranging from e-commerce, large scale Real Estate Developers, Financial Services and Agricultural.
  • Work exclusively with Director of Search Marketing to strategize, up sell, and analyze ROI for PPC management offerings.
  • Develop custom monthly reporting deliverables for each client by analyzing website and paid search traffic through Web Side Story (HBX) and Google Analytics-Urchin.
  • Provide best practices recommendations and consulting to clients and account executive team for PPC specific landing page development and implementation.
  • Responsible for Pay Per Click Vendor ad copy creation, keyword research, keyword traffic estimates and analytics analysis.
  • Lead role in landing page development, implementation, multi-variant testing and consulting.

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Harrisburg, PA August 2005 to March 2007 : Search Marketing Manager

  • From August 2005 to July 2006 achieved a 54% growth in PPC lead generation contributing to an overall company growth of 40%. Managed search engine marketing (SEM) and Pay Per Click (PPC) campaigns consisting of approximately 5,000 keywords across Google Adwords,
  • Yahoo! Search Marketing and Ask.com pay per click advertising platforms.
  • Coordinate online advertising media and online marketing media buys.
  • Research, analyze and recommend web sites for HydroWorx to advertise.
  • Utilize compelling ad copy, Google AdWords editor, A/B testing, exact phrase vs broad matching, day-parting, negative keywords, etc. to identify and correct poor performers.
  • Analyze detailed data including CPC, impressions, CTR and conversions to reach desired CPA levels, increase ROI and increase lead generation.
  • Originated initial email marketing newsletter and e-mail marketing campaigns based off best practices and CANSPAM while achieving, on average, a 21% open rate with minimal opt-out and high click-through.
  • Implement website development/changes and registration form multi-variable testing to increase organic search visibility, e-newsletter subscriptions and sales leads.
  • Prepare PR campaigns to generate ‘buzz’ for the company by aligning communication tone and strategy with corporate vision and business objectives including press releases and news-cast interviews.

Technical Experience

  • Search Engine Marketing – SEO Optimization, PPC Management, Analytics, Link Building Strategy, Keyword Research.
  • Applications – MS Office, Google Adwords Editor, Adobe Photoshop, Dreamweaver, Pinnacle Studio Plus, Quick Books.
  • Traditional Marketing – Trade Shows, Public Relations, Press Releases, E-mail Marketing.
  • Analytics – WebTrends, Websidestory, Google Analytics, Urchin.
  • Languages – HTML, CSS.
  • Pay Per Click – Google AdWords, Yahoo Search Marketing, MSN adCenter, Ask.com, Miva, LookSmart, Enhance, ABC Search, GoClick.com.

Search Marketing Certifications

  • Google AdWords Qualified Professional
  • Yahoo Search Marketing Ambassador

Education

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  • Bachelors of Science in Marketing and Accounting Minor, May 2002.

Cross Cultural Studies

  • Mexico – Experienced Mexican lifestyle and economic position through Spanish language education, home-stay, and attending political, business and social functions.

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