David Crespo Email & Phone Number

Seattle, Wa, Us

Salt Lake City, Ut, Us

Responsible for overseeing all phases of Search & Native Advertising from strategy and planning to implementation and daily management of $12.4MM in annual spend across the US, Canada, and Australia.- Developed strategy and partnered with Tech Org to create internal tools to automate ad creation and bidding more aligned with Zulily’s limited inventory and flash sale business model. - Lowered CPA of managed SEM campaigns $30 by identifying and limiting spend to seasonal and converting queries.- Implemented audience based retargeting strategy for Native Advertising which resulted in a 50% improvement in ROAS compared to standard Native Advertising campaigns.

Ft. Lauderdale, Fl, Us

Optimized and allocated $7.2MM annual budget for Western Region and communicated performance and areas of concern or opportunity with leadership. Sole owner of CRO project responsible for improving lead conversion and usability of SEM microsites. Managed multiple vendors responsible for CRO and microsite maintenance as well as a single direct report responsible for assisting with campaign and budget optimization. - Directed A/B test of inventory display and lead form layout by CRO vendor resulting in a 3% increase in lead submissions for test stores.- Maintained monthly 20% to 15% YOY increase in leads during program management.- Directed creation of in house microsites with full funnel tracking by development team.

Ft. Lauderdale, Fl, Us

Responsible for transitioning Search Engine Marketing program spending $24MM annually for Fortune 200 retailer from outsourced model to in-house management. Held key role focused on execution of projects inclusive of optimization strategies, management and expansions of analytics data, and creation of microsites.- Created initial campaign and keyword infrastructure for in-house search marketing program.- Evaluated and assisted in the selection of vendors to support bid management, website creation, CRO, ad copy optimization and phone tracking.- Oversaw and took ownership of the creation and migration of 270 individual microsites to support channel strategy.- Developed automated process for generating campaigns, keywords and ad copy based on inventory.- Implemented bid constraint test which resulted in decrease in CPL and 20% lead growth.- Expanded channel’s internal ability to track lead data from campaign to source and device.

Oshkosh, Wi, Us

Maintained ownership role in developing strategy and setting annual goals in company’s core channels of SEM, SEO and Display as well as maintaining all Website Analytics. Managed and developed a team of three employees each responsible for meeting set goals for respective channels. Responsible for the development and iteration of A/B and multivariate testing to improve onsite conversion rate.- Oversaw SEO implementation of complete site redesign and migration to new CMS.- Managed over $2 million in annual media spend while averaging a $2.28 ROAS.- Revamped SEM & Display channels to improve efficiency and increase conversions resulting in a 32% increase profits ($1.18MM to $1.57MM).- Developed personalization strategy to display unique content based on keywords searched resulting in 5% lift in conversion.- Managed and trained three employees in SEO, SEM, FDA Compliance and Web Analytics.- Developed and presented weekly and monthly search and marketing reports to senior directors.

Oshkosh, Wi, Us

Optimized on page SEO and improved organic rankings for product and ailment based pages while maintaining FDA compliance. Researched keywords, traffic and competition as well as generated channel specific reporting for ownership.- Optimized page titles, metatags and content around relevant highly trafficked keywords.- Maintained external blogs to generate additional backlinks to product or ailment pages.- Organized and executed link building strategy to generate backlinks from product reviews blogs.- Monitored and trended daily organic keyword rankings for all product pages.- Channel averaged back to back 20% YOY growth in revenue.

Supervised website designers and programmers and oversaw projects from concept to completion. Responsible for the creation of proposals and programming documentation for all clients while managing client specific SEM and SEO campaigns.- Optimized client websites to increase ranking in natural search.- Monitored website production to ensure all deadlines were met.- Programmed and designed websites using PHP.- Assisted and trained clients in managing site content via CMS.- Assisted in maintaining client relationships after project completion.

Responsible for the maintenance and optimization of all paid search campaigns across Adwords, Overture and Local Search Engines. Provided regular weekly performance, ROI and expense reports tied back to individual Order IDs. - Increased internet marketing sales by more than 6%.- Expanded local search program to four additional cities as company expanded.- Streamlined online order distribution process.