Joshua Lazo

Joshua Lazo Email and Phone Number

Digital Marketing Director | Marketing/ Martech Strategist | Lead Generation Specialist | Growth Hacker | Car Enthusiast @ Specialty Equipment Market Association (SEMA)
Joshua Lazo's Location
Los Angeles Metropolitan Area, United States, United States
Joshua Lazo's Contact Details
About Joshua Lazo

With 10+ years of experience, I excel at crafting data-centric narratives for brands by leveraging 1st party data to understand consumer behavior. My expertise lies in audience segmentation and mapping the consumer journey to align brands with their target audience.Consumer Journey and Data:In an era governed by CPRA regulations, I focus on ethically sourcing and cultivating trust between brands and consumers, leveraging proprietary 1st party data and adapting to the demise of cookies. I specialize in architecting data collection processes, ensuring data security, and utilizing insights to drive multiple touchpoints in the consumer journey.Marketing Strategy:Data plays a crucial role throughout my process. I utilize data to support audience segmentation, media mix planning, and campaign response tailored to client objectives. I have crafted strategic briefs for clients and developed multiplatform strategies that align with their goals, encompassing General Market, Total Market, and Multicultural segments.Media Buying:I immerse myself "in the weeds" of various digital platforms, including paid search, paid social, programmatic, OLV, and traditional display, across diverse industries. My platform experience allows me to bring full-funnel strategies to life. By strategically translating audience profiles into channel-specific segments, I create initiatives for contextual and affinity targeting. I am adept at managing clients' DMPs, combining 1st and 3rd party segments to construct tailored audiences.Campaign Optimization:Once a campaign is live, I thrive on A/B testing and continuous optimization to drive optimal results. While the initial strategy serves as a starting point, the true narrative emerges through ongoing refinements and optimizations throughout the campaign lifecycle.THE TLDR, my experience centers around data-driven storytelling, consumer journey mapping, strategic marketing, media buying, and campaign optimization. I am dedicated to helping brands navigate data challenges, own their audience, and achieve meaningful results.

Joshua Lazo's Current Company Details
Specialty Equipment Market Association (SEMA)

Specialty Equipment Market Association (Sema)

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Digital Marketing Director | Marketing/ Martech Strategist | Lead Generation Specialist | Growth Hacker | Car Enthusiast
Joshua Lazo Work Experience Details
  • Specialty Equipment Market Association (Sema)
    Digital Marketing Director
    Specialty Equipment Market Association (Sema) May 2023 - Present
    Diamond Bar, Ca, Us
    - Strategic Planning: Develop and execute comprehensive digital marketing strategies aligned with business objectives and target audience.- Team Leadership: Manage and inspire a high-performing marketing team, fostering collaboration and driving results.- Performance Analysis: Conduct in-depth data analysis to measure campaign effectiveness, identify areas of improvement, and optimize marketing efforts.- Online Advertising: Oversee the implementation and management of digital advertising campaigns across various platforms (e.g., Google Ads, social media ads).- Content Marketing: Drive content strategy, creation, and distribution to engage and attract the target audience through various digital channels (e.g., blog, social media, email).- SEO and SEM: Optimize website and landing pages for search engines (SEO), and manage search engine marketing (SEM) campaigns to increase website traffic and conversions.- Social Media Management: Develop and implement social media strategies to enhance brand presence, engage followers, and drive community growth.- Email Marketing: Lead email marketing initiatives, including database management, segmentation, and personalized campaigns to nurture leads and drive conversions.- Analytics and Reporting: Utilize marketing analytics tools to generate insightful reports, track key performance indicators (KPIs), and present actionable insights to stakeholders.- Budget Management: Effectively allocate marketing budgets, track expenses, and ensure cost-effective marketing initiatives.- Stay Current: Continuously research industry trends, emerging technologies, and best practices to enhance marketing strategies and stay ahead in the digital landscape.
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  • Lazo Media
    Founder
    Lazo Media May 2017 - Present
    Los Angeles, Ca, Us
    Services:Strategic Planning, Market Research, Competitor AnalysisSearch Engine Optimization (SEO)Pay-Per-Click Advertising (PPC)Social Media Marketing and AdvertisingContent Marketing and CreationEmail Marketing and AutomationConversion Rate Optimization (CRO)Analytics, Reporting, and InsightsOnline Reputation ManagementWebsite Design and Development
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  • Quick Quack Car Wash
    Director Of Digital Media
    Quick Quack Car Wash Apr 2022 - May 2023
    Roseville, Ca, Us
    Strategically led the newly established digital business unit that manages:• Customer acquisition via paid digital channels• The front-end website (dontdrivedirty.com)• Standardizing of customer data via CDP (Segment)• Customer journey Automations (email/ SMS) to nurture leads and retain members• Passed qualified leads to backend system/ app (myQQ)• Established processes between the Digital microservice (essentially a startup within the company) and other key business units (like the Marketing Department or Grand Openings team)• Curated and managed MarTech strategic roadmap with a 5-year outlook
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  • Mitú
    Director Of Consumer Insights
    Mitú Jul 2020 - Apr 2022
    Los Angeles, California, Us
    The Director of Consumer Insights is the integral role in understanding the consumer journey. This role encompasses my passion for data and problem solving and a desire to incept, build, develop, and execute on novel approaches to campaign/channel measurement and data capture to understand the content consumption behaviors of our fans. As the company continues the investment in proprietary data, I lead a new business unit that houses all elements of a fan’s journey including Ad Revenue and User Experience, Ad Ops, Analytics, and SEO.Responsibilities include: • Creating and championing a mission for the newly established business unit that aligns to the strategic imperatives and inspires team members• Collaborating with key stakeholders, maximizing the lifetime value through key insights in the fans’ journey (current and new opportunities)• Crafting and facilitating strategic actionable testing plans for key business units to improve primary KPIs• Converting insights across multiple and disparate sources into persuasive and concise storytelling, both written and verbal, that drives action at all levels of the organization• Championing an insight-driven process through insight and qualification support for all phases of the process: early-stage ideation, through implementation, and final reporting• Being passionately objective, expertly representing the voice of the fans with data-centric recommendations across all business units• Sourcing, cultivating, onboarding, and managing strategic partners to ensure high-quality execution against objectives – including mitu’s Consumer Data Platform• Have a resource mindset, leveraging external research partners as necessary, while being comfortable designing, executing, and analyzing qualitative and quantitative research as well
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  • Carma Project
    Analytics Lead/Product Manager (.Com)
    Carma Project May 2019 - Jul 2020
    Costa Mesa, California, Us
    • Acted as the primary stakeholder and point-of-contact for Carma’s programs and initiatives.• Proactively developed and maintained excellent, collaborative relationships with existing and potential Carma clients and program partners.• Played a pivotal role in managing the revenue growth of Carma programs and initiatives, including but not limited to the development of monetization models.• Helped identify program optimizations and efficiencies to drive growth, and scalability via paid and unpaid channels.• Acted as the primary stakeholder in executing and optimizing acquisition campaigns across multiple channels- including, but not limited to social media (organic and paid), SEO/SEM, and other growth-focused initiatives/projects.• Ensured delivery on program requirements.• Tracked and reported key program metrics, insights, challenges, and opportunities to the Carma team.
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  • Mitú
    Digital Marketing Manager
    Mitú Nov 2017 - May 2019
    Los Angeles, California, Us
    I was the Manager of Media Strategy at mitú. This role brings together my multicultural media planning and buying experience across different verticals to deliver holistic media plans and strategy that aligns with brand standards/ expectations to drive successful partnerships for mitú and the roster of clients. I increased mitu's revenue, exceeding the 2017 revenue in within the first 9 months in 2018 by closing larger deals with a holistic media strategy.I was mitú's Product Marketing Manager/ Internal Sales rep, responsible for defining the market position within the context of the overall product strategy and portfolio. I conduct competitor analysis, market research, and work along with the sales team to inform the strategic positioning of the product to customers, partners, and market influencers. I build POVs on the ever-changing media landscape and arming the sales team with the tools necessary to continue growing verticals. I develop a holistic media strategy for all 7 of my sales reps, ensuring that a creative idea is not stagnant to one platform/ creative type and layer media to support clients' goals beyond custom content. I was also the innovator for mitú’s media products. I work to ensure the media offering abides by industry standards in Brand Safety, Viewability, and Ad Fraud while working with the buyers to develop innovative ways to reach the clients’ audiences. As mitú’s media expert, I work to confirm certifications for client studies and attribution, while actively managing those campaigns to ensure we deliver on KPIs. Based on my experience in real-time bidding, I lead the buying team in all programmatic efforts.
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  • Rpa
    Senior Media Planner
    Rpa Apr 2017 - Oct 2017
    Santa Monica, Ca, Us
    When Honda left MediaVest, I was given the opportunity to continue on the business at RPA. As a media planner, I worked to onboard the client, leveraging successful processes from MediaVest and tailoring others to better adapt to RPA.In my role, I continued to the strategic plan, develop, manage and optimize Multicultural Digital Campaigns (Display, social, programmatic direct response/ custom branded executions) across Honda National and Regional Target Markets Campaigns. During any model launch, this means we supported upwards of 3 campaigns per model to support Honda's African American, Asian and Hispanic efforts. I lead the team's programmatic front, vetting vendors for MC-specific targeting capabilities during meetings and ensuring inventory aligned with Honda's standards by working with 3rd party verification partners.As you can imagine, having up to 3 campaigns per model was not the easiest on the team, so I worked to streamline and automate reporting to ensure we could keep up with the client's weekly reporting cadence. I also streamlined multiple processes implementing (ie Tagging) building quick macros that checked naming conventions needed for analytical trackings.My role was client-facing, conducting weekly meetings with the Director of Marketing to report the status of the campaigns and the optimizations to ensure campaigns were aligned with the goals.Lastly, my role oversaw a digital activation assistant and the seasonal interns, where I was able to foster their growth with tailored plans to each of their strengths and weaknesses.
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  • Mediavest | Spark
    Senior Associate, Digital Media
    Mediavest | Spark Nov 2016 - Mar 2017
    New York, Us
    I took an opportunity to leverage my digital background and take an opportunity in Multicultural advertising. My role included:Strategic planning, developing, managing and optimizing Multicultural Digital Campaigns (Display, social, programmatic direct response/ custom branded executions) across Honda National and Regional Target Markets.Aligning with the general market team to ensure plans are cohesive across general market and multicultural audiences. Managing multiple campaigns simultaneously (across models and audience segments).Foster the growth of a digital activation assistant with plans tailored to his strengths and weaknesses.
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  • Empower Media From Dentsu Aegis Network
    Associate, Digital Media
    Empower Media From Dentsu Aegis Network Feb 2016 - Oct 2016
    I took my performance experience and applied it to a Digital Associate with the Empower Media Team in LA. My role consisted of the planning, implementing, and day-to-day operations across Display, Programmatic, and Social. I worked across Xbox (console and titles) and Microsoft's new devices.Responsibilities included:• Planned, implemented, and day-to-day operations across Display, Programmatic, and Social across Xbox (console and titles) and Microsoft's new devices.• Crafted strategic RFPs to address Xbox's objectives• Developed a digital plan that integrated and fluid with marketing strategy (display, programmatic and social) • Cultivated strategic audience segments in DMP • Managed PMDs, PMPs, and other partnerships• Optimized campaigns to primary KPIs• Constructed in-depth comprehensive client-facing reporting
  • Horizon Media
    Senior Analyst, Search Engine Marketing
    Horizon Media Sep 2014 - Feb 2016
    New York, New York, Us
    I developed and expanded the SEM capabilities in the Los Angeles office of Horizon Media. My role was to manage the day-to-day operations and optimizations across campaigns (Google, GDN, Yahoo/ Bing, Yahoo Gemini, and YouTube).I managed multiple Paid Search accounts in various industries (from Tune-In to QSR to Tier 2 Automotive) from the account setup and keyword builds to the post-campaign analysis. I developed bilingual strategies for tune-in and tier 2 automotive. To meet the campaign's goals, I RFPed and selected search partners, performed keyword mining, ad copy execution, regulated daily spending, managed bids and campaign performance tracking/ reporting.
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  • Phelps
    Media Coordinator
    Phelps Jun 2013 - Sep 2014
    Playa Vista, Ca, Us
    I built and cultivated my paid media capabilities at Phelps. Most of my time was spent on SEM and display marketing, but I also worked with the agency's integrated teams to ensure that all marketing communications are optimized for SEM and display marketing.My work experience encompassed: - SEM: Manage Public Storage paid search accounts to meet campaign goals by performing keyword research, ad copy execution, regulating daily spend, bid changes, and campaign performance tracking & reporting. - Display: Implement and traffic digital media buys through DCM (Doubleclick Campaign Manager), monitor and conduct performance reporting of rich media & banner ads. - Implement Bid Management Software: Assisted in the initial setup of the Adobe Media Optimizer and IgnitionOne.- Conduct weekly meetings: Weekly meetings with the Director of Marketing to report on the status of the accounts. Also, conduct meetings weekly status meetings with the engine reps.- Media Billing: Closely managed billing and invoicing for digital suppliers.- Media Planning: Evaluate RFP’s (Request For Proposal) to determine which suppliers can best support product/service needs based on budget, and how to use different advertising vehicles to populate enough reach.- Paid Social Media: Manage Public Storage paid social media ads to meet campaign goals.- Google Tag Manager: Create and implement tags for client’s needs- Team player: Work in an integrated environment and interfaced with the account, billing, media, and creative teams on a daily basis. I also train and mentor the media trainees.
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  • Hertz
    Manager Trainee
    Hertz Sep 2012 - Mar 2013
    Estero, Fl, Us
    - Communicated with customers, employees, and other individuals to answer questions, explain information, process rentals and address complaints. - Achieved sales goals and developed action plans for constant improvement. - Built rapport with a local body shop and created a new account with the shop after their customers had bad experiences with the competitors.
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  • Cbs Radio
    Media And Web Intern
    Cbs Radio Apr 2012 - Jun 2012
    Philadelphia, Pa, Us
    - Oversaw departmental administrative tasks. - Conducted media research for various projects. - Updated the station’s website (Wordpress) for current and past news stories and links. - Promoted station’s social media (Facebook/ Twitter) with exclusive online contest. - Assisted with production and post-production of the weekly show “The Skinny.” - Created advertisement for sales department and transfered them to the website.
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Joshua Lazo Skills

Advertising Microsoft Office Google Analytics Customer Service Time Management Leadership Marketing Strategy Data Analysis Market Research Sem Digital Media Social Media Marketing Facebook Analysis Digital Strategy Integrated Marketing Marketing Microsoft Word Social Media Media Planning Digital Marketing Online Advertising Microsoft Powerpoint Strategy Management Pay Per Click Online Marketing E Commerce Research Mobile Marketing Brand Management Display Advertising

Joshua Lazo Education Details

  • University Of California, Riverside
    University Of California, Riverside

Frequently Asked Questions about Joshua Lazo

What company does Joshua Lazo work for?

Joshua Lazo works for Specialty Equipment Market Association (Sema)

What is Joshua Lazo's role at the current company?

Joshua Lazo's current role is Digital Marketing Director | Marketing/ Martech Strategist | Lead Generation Specialist | Growth Hacker | Car Enthusiast.

What is Joshua Lazo's email address?

Joshua Lazo's email address is jl****@****rty.com

What is Joshua Lazo's direct phone number?

Joshua Lazo's direct phone number is +131048*****

What schools did Joshua Lazo attend?

Joshua Lazo attended University Of California, Riverside.

What are some of Joshua Lazo's interests?

Joshua Lazo has interest in Education.

What skills is Joshua Lazo known for?

Joshua Lazo has skills like Advertising, Microsoft Office, Google Analytics, Customer Service, Time Management, Leadership, Marketing Strategy, Data Analysis, Market Research, Sem, Digital Media, Social Media Marketing.

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