Allison Daniel Email & Phone Number

Seattle, Washington, Us

Seattle, Washington, Us

Tukwila, Wa, Us

- Manage a team of 5 direct reports overseeing Paid Social (Facebook, Instagram, Twitter, Snapchat, TikTok, Reddit, Pinterest, NextDoor, LinkedIn), Paid Search (Google and Bing), Display (GDN, YouTube, Endemic, Programmatic, Native), Email (Salesforce Marketing Cloud), SMS, and Web Personalization (Google Optimize and Salesforce Marketing Cloud Personalization).- Assist with the forecasting of an $8MM annual team budget.- Design the acquisition and retention strategy to meet product goals through omni-channel campaigns and lead lifecycle nurturing.- Use consumer-centric data analysis, machine learning insights, and predictive modelingmethods to improve acquisition, engagement, and retention across all digital marketing channels.

Tukwila, Wa, Us

- Managed a team of 2 direct reports running Paid Social, SEM, and Newsletter programs.- Designed the acquisition and retention strategies across ~15 channels (Google Search, Google Display, Bing Search, YouTube, Facebook, Instagram, Twitter, Pinterest, NextDoor, TikTok, Reddit, LinkedIn, Taboola, Snapchat, Bankrate) to meet new member and product goals through digital channels and lead lifecycle nurturing.- Led the paid digital marketing testing strategy and programs in alignment with BECU’sstrategic business objectives and purpose.- Assisted in the management and approval of the annual budget (~$5MM annually) and strategic plans for areas of responsibility.- Responsible for Paid Media MarTech, including Salesforce Marketing Cloud Ad Studiointegrations, DMP (LiveRamp) onboarding for data management, and the AI call-listening solution Invoca to understand marketing to call center activity.

Tukwila, Wa, Us

- Hired to build the in-house Paid Media program from scratch, saved $400k+ in agency fees and misspent budget, and increased SEM’s contribution to digital origination by 34% YoY.- Designed campaign strategies to integrate marketing channels for maximum reach andtraffic to BECU.org through upper and lower funnel tactics such as Display (Google Display Network, Native, Programmatic), Social Media (Facebook, Instagram, Twitter, Snapchat, TikTok, Reddit, Pinterest, NextDoor, LinkedIn), and SEM (Google and Bing).- Prepared spend forecasts for marketing channels and tracked expenditures for yearly budgeting with a PnL of $4MM.

Seattle, Wa, Us

- Managed multiple products within Expedia Partner Central and maintained the tutorialsand documentation to assistant Market Managers.- Ran the EPC Ambassadors Program, which included an international cohort of MarketManagers from EMEA, LATAM, NORAM, and APAC. This group was the “front lines” of EPC functionality and updates and helped disperse new information quickly.

Seattle, Wa, Us

- Resident SEM subject matter expert, I train TravelAds sellers on optimization practices andmessaging to advertisers.- Responsible for GTM strategy, including rolling out a pivotal TravelAds integration into anew platform.- Designed an Acquisition strategy with a sprint-like methodology to boost hotel count. Thefirst test market increased hotel participants by 50% month over month.

Seattle, Wa, Us

- Redesigned the TravelAds microsite with a unique value proposition to appeal toadvertisers interested in a high-performing CPC product.- Developed and recorded 5 training videos in 70 languages to save the TravelAds Sales team~49 hours a year per seller in advertiser training overhead.- Scripted Sales responses to common advertiser concerns facilitate more productiveprospecting calls.

Seattle, Wa, Us

- Spearheaded the implementation and testing of the Google Remarketing Lists for Search Ads (RLSA) product, which allowed the team to leverage spend more efficiently and improve efficiency, CPA, and Click-Through economics.- Worked with the Google Product Team and internal Reporting teams to develop business requirements for RLSA functionality and scalability.- Tested Bluekai DMP audience segmentation capabilities for Paid Search to effectively manage PnLs and reduce efficiencies.- Launched and scaled Remarketing efforts to 9 different Points of Sale and a $20M annualized P&L, contributing an incremental 20% of transactions to my team.

Seattle, Wa, Us

- Ran Facebook and Twitter ad buys for both the Paid Search and Brand department, including the writing and designing of all ads and managing in excess of $100k in advertising budget.- Team Finance representative, running weekly pacing and forecasting performance numbers and communicating to leadership.- Managed Canada, Australia, and New Zealand Points of Sale for Mobile Search.- Tested adMarketplace and Sendori, alternative channels to traditional search.- Managed Google Content campaigns for 12 different international Points of Sale, managing up to a $15k monthly budget and optimizing for consistently positive ROI.

Seattle, Washington, Us

- Promoted to Team Lead, managing 5 People.- Received “Most Valuable Team Member” award for my department.- Ordered on average $30k dollars a week worth of shoe merchandise for the entire nation’s Nordstrom stores.- Built and maintained relationships with current vendors to help facilitate special orders.- Worked with a high degree of accuracy and attention to detail and a strong commitment to customer service.- Proficient in computer systems: Retek Merchandising System (RMS), Retek Data Warehouse (RDW) and Ideal Purchase Order (IPO).