Offering consultation and management services:Paid Search• Google Ads & Microsoft Ads • Landing page management• Conversion rate optimizationWordPress• WordPress front-end development• Page speed optimization• Managed hosting• Technical SEO• Local SEO Analytics & Reporting• Google Analytics & Data Studio• Campaign attribution and ROI reportingConsulting• Comprehensive digital marketing strategy• Marketing operations• Marketing automation

Owned and executed digital lead generation from marketing automation to paid search, and more.• Crafted RFP for corporate website redesign. Evaluated and scored agency responses for selection.• Led and managed remote team members for a restructure of paid search accounts and accompanying landing pages. Reduced non-brand cost per lead by 22%. Increased non-brand conversions by 71%.• Expanded use of third-party lead gen channels to affordably scale qualified sales lead volume. • Employed Pardot automation rules to deliver meaningful campaign attribution and help determine ROI for digital lead gen channels.

Managed paid search initiatives for North America. Responsible for the pacing and performance of $1.9M annual budget. Transitioned channel from agency to in-house. • Led a full account restructure, optimizing campaign elements and creating efficiencies in budget.• Restructure & landing page A/B testing helped increase conversion rates by 48.3%. • Achieved a 52% reduction in costs per qualified lead, and a 48.9% reduction in the costs per customer acquisition for the SEM channel.

Served as liaison between UK campaign managers and US & Canada teams to localize and traffic campaign assets. Supported agency in their management of paid search.• Managed roll-out of integrated North American accounting software campaign. Succeeded in achieving strategic product realignment vision set forth by executive management.• Audited, expanded, and improved presence and performance of Sage Live accounting software on lead aggregator sites. Grew channel investment by 1,500% to increase qualified lead volumes from those sources by 1,000%. Reduced costs-per-lead by 67%. • Conducted an in-depth assessment of agency’s paid search efforts. Recommendations for improvements won the endorsement of global media team leadership.• Contributed to an account restructure, helping eliminate competition between different Sage products in the accounting category that targeted similar market segments.

Reported to CEO and Sales & Marketing Director. Responsible for the performance of $850K annual paid media budget.Paid MediaDrove search engine marketing strategy, and managed lead aggregators. Mentored junior team members. • Improved SEM account structure, made greater use of ad extensions and increased the relevancy of landing pages, leading to a rise in average keyword quality scores. • Directed conversion rate optimization efforts using Unbounce to rapidly iterate and improve landing pages through A/B testing. Conversion rates from top unbranded paid search campaigns averaged between 11.5 and 13%. • Traffic from software directories converted even higher, with average rates between 15.8 and 18%.CRM & Marketing AutomationAdministered SugarCRM and Pardot, directing product and workflow enhancements.• Improved usability which fostered higher workflow adoption and compliance rates by sales team members. This allowed us to achieve a higher degree of accuracy in campaign attribution and performance reporting.• Implemented and administered Pardot marketing automation platform. • Ensured the integrity of data was preserved and synchronized with CRM accurately. • Defined and maintained automation rules and drip marketing campaigns. • Automated lead data entry, eliminating 97% of manual task workload. Achieved near-immediate response times. Gained competitive advantage by being the first vendor to establish contact.Rebranding & Website RedesignSpearheaded simultaneous rebrand, website redesign and domain migration. Managed RFP, vendor evaluation and selection process. • Eliminated brand fragmentation by consolidating a dozen product, service, and feature brands around our single most recognizable name. • Redesigned website achieved 176% increase in organic search traffic over the next two years. Organic traffic from non-brand terms rose by 320% during the same period.