• Oversaw ongoing optimization efforts to meet campaign objectives including: daily management of campaign budgets, offline conversions, bid strategy management, website and category exclusions, ad creative, and landing page revisions based on performance and goals. • Managed 3 different Google Ads account within the company, with $500,000+ in monthly ad spend across accounts.• Completely restructured our Google Ads accounts to focus on highly targeted SKAG models, which over a 3-month period, reduced our cost/conv by 45%, increased our Conversions by over 300%, and overall improved campaign CTRs and Quality Scores. • Wrote Ad copy for 30+ campaigns and successfully transitioned our ads from 1 Expanded Text Ad to 3 Responsive Search Ads + 1 Expanded Text Ad per campaign, all while having “Excellent” Ad Strength scores and consistently A/B testing out new Ads. • Managed ownership of our Google Tag Manage efforts across 3 different properties, with over 100+ tags/triggers across all properties. • Managed our Google Analytics setup and reporting, efforts across 3 different properties and transitioned us from Universal Google Analytics to the new GA4, since GAU will be sunsetting on July 1st, 2023. • Developed Paid Media Strategies that allowed us to optimize specifically towards Offline conversions, while also successfully setting up our Offline Conversion tracking integration between Google Ads, Google Analytics, and Third-Party programs. • Maintained full ownership of all campaign budget management & forecasting across 2 different Google Ads accounts, each with over 15 campaigns throughout my tenure. • Responsible for analyzing raw performance data and presenting it in a way that had valuable performance insights and account trajectory to key stakeholders and C Suite members. • Held full ownership of Macro Level Paid Media strategies to ensure we met direct partnership volumes commitments while maintaining focus on having ROI positive campaigns.

• Planned, managed, and executed paid search/display (PPC) campaigns, including account setup, strategy development, organization, management and optimizationsManaged media mix, budget allocation, audience strategy, creative efforts, KPI/OKR development, and campaign performance• Provided insights and recommendations on efficient campaign management and reporting tools •Created, managed, and implemented a Shared Negative Keyword list to ensure that we were compliant with direct partnership agreements •Managed ownership of our Search Term Report weekly to eliminate wasted ad spend on low converting keywords with high avg. CPCs, while adding new keywords with high CRs and low cost/convs•Researched and adapted emerging industry trends/updates to our Paid Media efforts in a way that leveraged lowering our cost/conv while increasing our conversion rates. • Managed and implemented custom audience segments by behavior, affinity groups, and lookalike users to create re-targeting campaigns and Observation Only audiences to improve Conversion Rates.

• Strategize, execute, and manage pre- to post-sale aspects of digital media campaigns• Respond to digital RFPs and develop media plans by contributing strategic/creative ideas to meet clients KPIs• Implement digital media plans in Operative platform• Optimize campaign performance to fulfill client goals & KPI’s• Request creative from agency and submit to AdOps QA & Traffic teams. Populate Agency required templates.• Liaison with production and operations teams to ensure successful implementation of digital assets• Cultivate a strong trusting relationship with clients, sales and activation partners to ensure optimal business partnership• Gather screenshots of campaign launch and send to agency/client for proof of performance• Provide post campaign recap deck including key highlights and future incremental opportunities• Provide Billing Team with necessary documents to process invoices, partner with agency to resolve discrepancies, follow thru with necessary invoice revisions

· Drove data-driven SEO strategy, roadmap, and best practices inclusive of Search trends, user intent, mobile-first approach, site performance, and competitive benchmarks/trends.· Delivered engagement and growth of new client leads by understanding the differences in performance by media channel and testing new channels for growth.· Responsible for ideating and executing a comprehensive program strategy that aligned with the overall campaign and oversaw content execution that aligns with integrated marketing campaigns and programs.· Lead point on large projects such as tradeshows, coporate events, marketing program design and paid ad campaigns. Worked with vendors/agencies to oversee designers, account managers, creative teams and analyst to ensure successful campaigns. · Fostered relationships with key association, conference contacts, and influencers in the industry. · Supported digital media measurement strategies across Search, Social, Mobile App, and Display media environments with an understanding of Digital Media Attribution.· Wrote copy for ads, briefs, emails and other assets.

• Manage & execute campaigns across multiple platforms including content curation, design and reporting• Create and manage the marketing budget and editorial calendar •Schedule, prepare and conduct meetings/pitches to clients and board members• Write copy, create content and graphics for promotional material, website, social media and print• Execute development plans for both B2B and B2C through segmented and target marketing andcalculated networking events on both local and national level• Analyze click-thru, bounce rates & visitor flow to determine if marketing tactics are effective and track KPI’s• Acheived #1 google “organic search” ranking thorugh strategic, content base SEO• Negotiate contracts with venues who provide necessary event elements and services• Ensure all advertising collateral was sent to print, delivered and posted by deadline• Stayed current with local organizations, influencers and events that could be potential partners• Stayed current with pop culture and current events and looked for opportunities to capitalize on trends

• Create annual strategic marketing plan which included market initiatives by segment• Develop marketing strategy, promotions and packages to ensure consumer engagement• Manage the revenue and rate strategy initiatives to maximize revenue goals• Monitor market yield and RevPar for the property• Maintain accurate forecasting for all segments & identify value periods for all sales emphasis• Participate in key site inspections and client events• Create, negotiate and review client contracts• Prepare rooming lists and group logistics for the hotel as well as group contact

• Create reports of Sales & Revenue for ownership• Build rate codes, group blocks, and manage room inventory• Assist with the preparation of 14 day forecasts, revenue meeting packets and pace reports• Assist sales team with weekly/monthly reporting• Communicate to tour operators, Extranets and wholesalers, allotment increases, stop sales, etc.• Report on weekly events & marketing initiatives for hotel