Providing Paid Social Advertising services

• Led a team of three to six paid social specialists through transformational and servant leadership principles• Drove innovation by testing new opportunities and optimization strategies through continuous multi-variate testing and by promoting an autonomous team environment• Responsible for advising, managing, analyzing, and reporting against paid social campaigns spending $18+ million annually across 30+ university clients and 100+ online degree programs• Collaborated with cross-functional internal stakeholders and external media vendors to drive students down the marketing and enrollment funnel and exceed revenue targets• Led the “Unity Scrum Team” as Product Owner using an agile framework to build resources and programs to improve organizational culture and retain top talent across the organization• Presented to prospective and existing clients and internal stakeholders including Pearson CEO and President of Pearson North America• Conducted the hiring, onboarding and training of new digital media team members

• Managed and optimized the eCommerce marketing activities for a portfolio of 60 hotels across NC, SC & GA• Analyzed weekly and monthly hotel level reporting, performed root cause analysis for laggard properties, recommended and implemented tactics to mitigate revenue loss.• Created and presented monthly, quarterly and ad-hoc eCommerce performance presentations to hotel stakeholders• Collaborated with paid search, SEO, revenue management, brand marketing and hotel operations teams to drive incremental revenue across portfolio hotels• Optimized and collaborated on new hire training for new eCommerce team members

Client: Ford Motor Company; Southeast region• Managed the strategy, implementation and optimization of DMA targeted digital advertising campaigns across display, online video, mobile and tablet campaigns targeting in-market auto-intenders• Evaluated emerging digital media advertising vendors and maintained relationships with existing vendors• Optimized digital advertising campaign performance towards the most effective KPI’s on a weekly basis• Managed and trained two assistant media planners• Collaborated with paid search, programmatic, creative and account teams within Team Detroit

• Established and fostered interdepartmental processes for new digital media department at education services provider• Created excel media plan and reporting template to track media spend, pacing and optimizations by financial period• Managed display advertising and pay per click/search engine marketing across a portfolio of up to 21 educational brands with over 75 online degree programs• Developed media strategies to achieve aggressive direct response goals• Collaborated and fostered relationships with two advertising agency partners and 15 internal brand managers as well as searchengine optimization (SEO), project management and web development teams• Performed campaign root cause analysis by identifying long-term trends and performance issues with digital advertising campaigns • Provided recommendations for performance optimizations by evaluating display audience segments, creative, paid search quality scores, CTR, messaging & ad relevance, landing page content, tagging, & conversion rates, search query reports, keyword match types, negative keywords and back end Salesforce CRM data to maximize ROI• Managed multi-million dollar annual digital advertising budget at tactical level by program and track weekly spend and lead pacing• Reduced cost per lead KPI by up to 57% and increased conversion rates by up to 63% period over period on select clients

• Trained and mentored Assistant Media Planners through development and execution of media plans• Formulated online media strategies to accomplish client marketing and advertising objectives• Created online media plans to fulfill year long campaign media strategies and advertising goals and objectives

• Collaborated with media planners to perform media research with comScore during the planning phase of each campaign• Evaluated media vendor proposals to develop cross-channel digital campaigns that met client campaign objectives• Negotiated media rates and added value• Collaborated with media partners to develop innovative digital advertising campaigns• Prepared client media plan presentations• Coordinated custom creative unit executions (including Rich Media) with media vendors and Creative Agency• Managed campaign/project time lines and deliverables• Entered media plans into iDesk, trafficked campaigns through DoubleClick Dart for Advertisers (DFA)• Analyzed campaign performance, recommended optimizations and compiled final campaign reporting• Coordinated online billing activity for McDonald’s and Tyson

• Created and designed all creative executions for company marketing materials using Adobe Creative Suite• Maintained company website and executed email marketing campaigns using Constant Contact

• Assisted the media planners with the strategic analysis of media plans through research, ordering and maintenance of media schedules• Provided analysis and recommendations for media projects and ensured the smooth execution of media details • Learned about all media types including traditional, non-traditional and emerging media • Streamlined the execution and analysis of online media plans within the RDW media group

• Selected out of a pool of 1,200 applicants; voted #1 advertising internship in the country by Internship King• Collaborated with fellow intern team members to create an advertising campaign to generate brand awareness for a telecommunications client, CenturyLink, culminating with a pitch to a panel of Mullen executives• Researched emerging media vehicles for advertising campaigns, analysed competitive media spending with Stradegy, and researched cost data for radio and television with SQAD for Barnes and Noble Nook and Foxwoods• Prepared insertion orders for print advertising for Foxwoods