Briana Lafferty Email & Phone Number

Fort Lauderdale, FL, US

San Francisco, CA, US

• Owned the daily management of all paid search Canada accounts. Key responsibilities include budget pacing, bid adjustments, keyword research, ad copy creation, performance analyses, landing page testing, reporting, and.
• Managed blended monthly budgets of up to $75K across Google Ads (Search, Performance Max), Microsoft Ads, and Apple Search Ads.
• Exceeded target conversion goals each month while maintaining efficient cost per acquisition.
• Partnered with Localization team on keyword and ad copy translations to service both English and French speaking customers in Canada.
• Maintained relationships with Google, Microsoft, and Apple vendors serving as a primary point of contact.
• Participated in company new-hire "Brand Immersion" week by representing the marketing team.

New York, NY, US

• Directly impacted a client's bottom line through a competitive conquesting campaign strategy. Within the first week live, 2 deals were closed worth over $20K each.
• Supported the daily management of 3 lead generation paid search accounts with monthly budgets ranging from $100K to $1M. Responsibilities included: client communication, coordinating status meetings, budget pacing, bid.
• Developed integrated strategies across a variety of channels, including Google & Microsoft Search Ads, Google Discovery Ads, and YouTube Ads.
• Recommended actionable insights from performance analyses that are used to measure the effectiveness of overall paid search strategy.

New York, NY, US

Tinuiti is the largest independent performance marketing agency across the Triopoly of Google, Facebook, Amazon and beyond.

Philadelphia, PA, US

• Supported the daily management of 5 paid search accounts with monthly budgets ranging from $12K to $800K. Responsibilities included: assisting in keyword research, ad copy creation, performance analyses, and landing.
• Coordinated meetings and unified efforts with diverse groups of account managers in order to develop integrated strategies across a wide range of platforms, including Google Search & Shopping Ads, Microsoft Search &.
• Analyzed data to develop actionable insights for weekly and monthly reporting through platforms including Google Data Studio, Supermetrics, Marin, Acquisio, and Kenshoo
• Executed performance analyses and measured effectiveness of overall paid strategy
• Attended weekly/biweekly client meetings to address current performance as well as help brainstorm future optimizations
• Utilized project management tools (Basecamp 2, Asana, and Wrike) to help manage project resources and meet deadlines

Philadelphia, PA, US

• Executed end of month reporting for multiple clients using Google Ads/Analytics data
• Composed campaign decks from specs and deadlines sheets for banking client grand opening locations
• Responsible for recording client digital spend into monthly internal budget tracker
• Reconciled client invoices and sent to controller for clearance
• Assisted in researching and composing an Out of Home (OOH) media plan for a TV network client

Philadelphia, Pennsylvania, US

• Composed and executed weekly marketing strategies to inform potential and existing clients of upcoming events through social media accounts including Facebook, Twitter, & Constant Contact
• Worked with international business consultant monthly on marketing/advertising collateral
• Provided administrative assistance to instructors and participants during educational workshops
• Managed event registration and incoming payments through Neoserra & Destiny One systems
• Developed policies and procedures for Event Coordinator handbook
• Collaborated with creative consultant to issue press releases and create ads for upcoming events

Philadelphia, Pennsylvania, US

• Composed biweekly Microsite Reports for a massage client using Google Analytics data
• Created and approved monthly estimates and media authorizations in SBMS
• Collaborated with fellow interns to develop a self-promotion campaign for LevLane
• Researched and presented to media team on the topic of “Social Media as a Paid Channel”
• Utilized Facebook for Business to pull recorded demographic data for future advertising
• Compiled a presentation deck to present to a client from Pandora data

Philadelphia, PA, US

• Assumed responsibilities of Ticket Sales Coordinator while the team secured a full-time replacement
• Handled and recorded signed inventory to make 25-30 swag bags to distribute to selected clientele
• Utilized SalesForce to log over 200 account holder’s information weekly
• Generated 40-50 ticket mailing letters daily through mail merge in Microsoft Word
• Coordinated registration table for over 100 fans at the Lexus Club on game nights

Bala Cynwyd, PA, US

• Created pivot tables in Excel to develop insights for future quarterly media buys
• Supported my supervisor in the planning and buying processes for two clients
• Reconciled mismatched weekly data between agency and client reports through Excel
• Attended vendor meetings as required and recorded notes
• Reviewed and reconciled media invoices weekly using the company billing system
• Provided general administrative support to the Direct Response media team

Bachelor Of Arts - Ba, Advertising

High School, General Education