Diane Cardinal Email & Phone Number

Frisco, Tx, Us

Walpole, Massachusetts, Us

Plano, Texas, Us

Primal Labs is a publishing and health supplement company that has won three Inc 5000 fast growth private company awards in the last 3 years.• Directly responsible for strategic development, implementation and management of all online customer acquisition advertising initiatives.• Plan, develop and execute digital advertising campaigns from initial concept to final execution• Utilize multiple channels including paid search, native ads, display, email marketing, affiliates, social media and SEO.• Meet and surpass ROI goals utilizing monthly ad spend of $500k-$1M.• Increase traffic & revenue growth through the online advertising channel• Compile and analyze performance data for ad creative, landing pages, and offers to assess effectiveness and identify optimization opportunities.• Proven ability to prioritize multiple projects with short- and long-term deadlines.• Research and test partnerships with new vendors to expand our reach and/or lower our cost-per-acquisition• Collaborate with internal graphic designers and front-end developers when creative/technical needs arise• Brainstorm new and creative growth strategies and campaign ideas that set us apart from the competition

• Responsible for all online marketing acquisition efforts for three healthcare brands, Vitamin Research Products, True Health, and Health Resources. • Develop a multi-faceted digital marketing strategy driving increased probability with a 30% increase in revenue and a 15% reduction in expense. • Effectively expanded initial online marketing budget by 200% to a $1.5M dollar annual budget with a ROI of 70%.• Utilize online media channels including paid search, display, content marketing, email promotions, and joint venture partnerships.• Analyze marketing efforts using Google Analytics coupled with internal data to optimize channels and guide financial projections.• Effectively expanding initial online marketing budget to a multi-million dollar budget; responsible for annual and monthly revenue forecasting, and seeking growth opportunities in a strategic manner.• Guide creative strategy for acquisition pieces and initiate A/B testing for offers, copy, and creative to improve performance of existing control creative.• Partner with other marketing channels including traditional media to achieve a strong cross-channel presence and maximize profitability holistically.• Control market performance through KPI analysis and ensuring competitive marketplace pricing strategy through in-depth research.• Integral member of website re-platforming project in which all websites migrated to Magento from asp.net.

• Successfully led and managed the start-up and development of a new e-Commerce company with sustainable growth strategies.• Created and launched e-Commerce consumer electronics buyback website, FlipCash.com.• Responsible for all aspects of site including online and offline marketing initiatives, media buying, public relations, revenue generation models, technical aspects, projecting growth, and customer support.• Identified through market research a need for a consumer line of business enhancing and complementing the existing commercial line.• Developed, created, and launched a multi-faceted marketing campaign utilizing full range and segments of media outlets targeting the primary and secondary target audiences.• Interface with partners including advertising agency and media vendors to increase organizational efficiencies and maximize profit within the business.• Utilized a moderate annual start-up budget and track profitability for each form of media including SEO/SEM, direct response online marketing, television, radio, and grass roots advertising.• Initiated, managed, and ensured competitive marketplace pricing strategy through in-depth market analysis.• Accountable for website’s pricing model including the trade-in values of consumer electronics and resale prices exceeding revenue goals while effectively engaging online resale channels such as eBay and Amazon.

Us

• Managed an online marketing budget of over $50 million annually. • Negotiated multiple online advertising buys with portals, ad networks, affiliates, email marketers, search engines, and social media sites. • Exceeded advertising sales goals by generating $5M in incremental revenue with growth of 20% year over year.• Responsible for all display and text link advertising buys on True.com. Managed full spectrum of advertising campaigns from initial RFPs, to strategic financial optimization of client’s ROI. • Fostered cross-functional engagement and relationships with internal teams while driving common and shared mutual trust to support the enterprise in achieving growth goals.• Responsible for third party ad server, AdShuffle, relationship management and improvement strategies• Successfully developed and maintained partner relationships while generating innovative customized advertiser sponsorship opportunities for clients.• Responsible for innovating actionable recommendations for improvement to executive team and leading web analytics team to optimize and increase conversion rates.

Us

• Initiated, developed, and managed online marketing initiatives exceeding all sales targets while controlling costs and ensuring net financial results and gains. • Maximized revenue above budget goals through effective in-depth campaign analysis and optimization tactics.• Successfully achieved best practice targeting of online media buys which drove internal ROI metrics.• Accountable for functional communication with partners to ensure optimized advertising campaigns.

Dallas, Texas, Us

• Supported media team in the management of all aspects of online media including negotiation, planning, buying, research, trafficking, analytics, reporting, and campaign optimization. • Created interactive media recommendations utilizing display advertisements, email, search marketing, behavioral and contextual advertising and rich media solutions for agency clients, including Subaru of America, ExxonMobil, Nationwide Insurance, Superpages.com, Venetian Las Vegas, and Bell Helicopter.• Provided best practice online marketing and campaign analysis to clients not experienced in leveraging industry and media potentials.• Analyzed effectiveness of client's interactive advertising campaign by tracking the interaction of ad units and activities on the client's websites.