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

• 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.

• 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.

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

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.
• 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.