As the VP of Online Advertising I spend most of my time creating and optimizing Google Ads paid search campaigns that drive highly-targeted, ready-to-buy consumers to retail businesses. I leverage advanced Google Ads strategies—bid optimization, copy tests, keyword research, audience-based rules, and more—combined with two decades of real-world in-store and online retail experience to maximize ROAS for clients. However, my role also includes:Leading a High-Performing Team: I've built… Show more As the VP of Online Advertising I spend most of my time creating and optimizing Google Ads paid search campaigns that drive highly-targeted, ready-to-buy consumers to retail businesses. I leverage advanced Google Ads strategies—bid optimization, copy tests, keyword research, audience-based rules, and more—combined with two decades of real-world in-store and online retail experience to maximize ROAS for clients. However, my role also includes:Leading a High-Performing Team: I've built and mentor a team of paid search and other online advertising experts. Establishing best practices and fostering a culture of continuous improvementDriving Strategic Growth: I develop and execute paid search strategies for new verticals as we expand beyond the home furnishings industry. Tailoring campaigns to fit each unique market, identifying and capitalizing on opportunities for growthCross-Functional Collaboration: I work closely with clients and internal leadership, creative, web, sales, accounting, and client service teams to align advertising strategies with broader business goalsOwn the Ad Spend: Responsible for all paid search spending, ensuring that clients hit cost and efficiency targetsAnalyze Data for Insights: Using data to inform strategy— I identify trends in keyword performance, bids/budgets by market, and moreExplore New Channels & Test Strategies: I also explore new paid channels and test innovative strategies to enhance performance Show less

Be on top of Google search at the exact moment your customers are looking for a place to shop with the help of SearchWurx. Search Engine Marketing and Optimization, Website Consulting, and Online Strategy from an online marketing expert and furniture industry retail veteran with proven results.• Improve clients’ sales and reduce advertising costs by implementing successful online marketing campaigns• Design, manage, analyze, and optimize performance of Google AdWords campaigns… Show more Be on top of Google search at the exact moment your customers are looking for a place to shop with the help of SearchWurx. Search Engine Marketing and Optimization, Website Consulting, and Online Strategy from an online marketing expert and furniture industry retail veteran with proven results.• Improve clients’ sales and reduce advertising costs by implementing successful online marketing campaigns• Design, manage, analyze, and optimize performance of Google AdWords campaigns consisting of thousands of keywords and hundreds of ads and Ad Groups with targeting by device, daypart, and location• Build WordPress websites and landing pages and optimize for SEO• Create Facebook content and develop advertising campaigns for clients• Educate business owners on best practices for consumer engagement online• Write guest blog for Furniture Today on topics related to online marketing Show less

Twenty years operating furniture stores in a 10 mile radius of 14 of the top 20 U.S. furniture stores gives one a unique competitive perspective. I've participated in every aspect of operating a retail furniture business in just such a market area, Tampa, FL. From unloading trucks to dealing with multi-national corporations on unique, high-level partnerships, I've done it all. - Guided operations and P&L management of a $14 million retail furniture company with 50 employees in three… Show more Twenty years operating furniture stores in a 10 mile radius of 14 of the top 20 U.S. furniture stores gives one a unique competitive perspective. I've participated in every aspect of operating a retail furniture business in just such a market area, Tampa, FL. From unloading trucks to dealing with multi-national corporations on unique, high-level partnerships, I've done it all. - Guided operations and P&L management of a $14 million retail furniture company with 50 employees in three locations totaling over 200,000 square feet of retail space- Negotiated myriad topics including, but not limited to, leases, purchases, shipping, financing, employee issues and retail sales- Conducted daily/weekly/monthly coaching and strategy meetings with sales, service, management and operations staff to convey company initiatives but also inspire and excite- Creatively solved problems either with a suggestion, a spreadsheet or by listening and sympathizing- Oversaw delicate and intricate rebranding from Macy's Furniture & Mattress Clearance Center to Highland Park Furniture & Mattress Outlet- Realigned management team increasing efficiency while growing sales 26%- Liaison between sales and operations teams in multiple locations to implement inventory control/point-of-sale system- Consulted with customers, assisting sales team to close sales- Worked closely with customer service to ensure customer delight and retention- Initiated consumer finance programs which dramatically increased our customer base Show less

- Purchased case goods and upholstery from domestic and overseas suppliers for retail sale in three distinct markets with varied customer demographics- Developed a purchasing strategy which increased overall GMROI and Inventory Turns- Created retail pricing strategy which increased profit margin while creating new promotional opportunities- Supervise and mentor re-order buyers, encouraging confidence in their own decision making through both praise and accountability-… Show more - Purchased case goods and upholstery from domestic and overseas suppliers for retail sale in three distinct markets with varied customer demographics- Developed a purchasing strategy which increased overall GMROI and Inventory Turns- Created retail pricing strategy which increased profit margin while creating new promotional opportunities- Supervise and mentor re-order buyers, encouraging confidence in their own decision making through both praise and accountability- Merchandise sales floor, creating vignettes to display product in a manner to maximize sales- Instituted a special order program which resulted in average annual sales increases of 10% while decreasing inventory 6%- Cultivated long-lasting, mutually beneficial relationships with vendor representatives and their management- Attended semi-annual Furniture Markets in High Point, Las Vegas and Tupelo to get ideas, build relationships and spot trends- Analyzed sales data and future market trends with consideration of upcoming seasons and events to forecast inventory needs- Performed basic IT functions involving server maintenance, user administration and troubleshooting- Instituted an employee cross-training program Show less

- Responsible for all advertising activities encompassing newspaper, direct mail, TV, online, social media, and outdoor with myriad deadlines and a combined $1 million annual budget  - Negotiated annual advertising contracts- Developed a thorough knowledge of Google AdWords- Accomplished and maintain first-page organic Google ranking in a city with several Top 100 furniture retailers- Achieved first-position paid Google ranking, a 60%+ Conversion rate, and a click-through-rate… Show more - Responsible for all advertising activities encompassing newspaper, direct mail, TV, online, social media, and outdoor with myriad deadlines and a combined $1 million annual budget  - Negotiated annual advertising contracts- Developed a thorough knowledge of Google AdWords- Accomplished and maintain first-page organic Google ranking in a city with several Top 100 furniture retailers- Achieved first-position paid Google ranking, a 60%+ Conversion rate, and a click-through-rate over 7%, nearly four times the industry average for the home goods category- Created a website which became the highest ROI marketing method of all advertising activities, leading to 38% growth in new customers- Continuously analyzed campaign effectiveness and realigned media mix to optimize marketing budget- Prioritized workload to accommodate advertising deadlines- Built and maintained digital assets consisting of email campaigns, a website, and a Google, Facebook and Instagram presence including all content creation Show less

- Controlled and participated in all aspects of operating a retail custom furniture franchise from lease negotiation to selling the franchise and winding down the company- Grew sales from $0 to over $1 million- Created two e-commerce websites with a nationwide customer base- Developed an import program which reduced costs by 30% and created the opportunity to expand into wholesaling productCustomer ServiceAdvertisingAccountingWebsite design and… Show more - Controlled and participated in all aspects of operating a retail custom furniture franchise from lease negotiation to selling the franchise and winding down the company- Grew sales from $0 to over $1 million- Created two e-commerce websites with a nationwide customer base- Developed an import program which reduced costs by 30% and created the opportunity to expand into wholesaling productCustomer ServiceAdvertisingAccountingWebsite design and implementationHiring, Terminating, Training, Motivating and Managing employeesLease negotiationLegal issuesStore layoutImportingFurniture and closet-organizer designSweeping, mopping and toilet cleaningIf it was necessary in the functioning of a small business consisting of two retail stores, an offsite warehouse and internet sales channel, I did it. Show less