Michael Guillermo Email & Phone Number

Atlanta, Georgia, United States

Atlanta, Georgia, United States

Marketing Manager – in charge of managing paid marketing channels, including SEM, Display, and Social, while performing data analysis on business data, to execute marketing efforts to align with business goals.• In charge of managing and exploring various paid digital marketing channels including SEM, Display, Reddit Ads, Microsoft Ads, and Email Marketing in order to improve new user acquisition. Used data driven statistical analysis and computational tools including ChartMogul, Excel, DataStudio to optimize performance towards KPI’s and business targets.• Established Return on Investment initiatives, including performing complex business analysis on customer acquisition, lifetime value, longevity, quality, and cost, and applying and integrating those into our marketing channels to unite the different sources into one uniform business operations dashboard. Efforts led to scalable growth and Positive ROAS.• Led the Initiative to modernize the Google Ads Marketing Channel. Performed an SEM Audit and reworked the current structure by vastly expanding the campaigns, multiplying the keyword count 10x and expanding the number of ads 100x.• Applied a complex, advanced keyword matching structure and negative matrix to improve overall campaign efficiency and increase the keyword to query match rate, improving our Quality Score, CTR, conversion rate, Optimization Score and Revenue.• Ran campaign experiments and tests including, A/B testing, Multivariable, and Statistical Analysis to further continue pushing efficiency and get better return on investment. • Led efforts to expand and improve Organic Performance using various SEO initiatives. Performed Audits on current site, and reached out to clients, partners, and external businesses to create relationships to form backlink trades to improve website authority score.

Atlanta, Georgia, United States

Sr. SEM Analyst – managed SEM campaigns, analyzed business data, executed according to business goals• 5 Years of Experience working with Google Ads, Google Analytics, Microsoft Ads, BigQuery, DataStudio, Tableau, SQL, and Excel to gather and query data, and digest and perform complex analyses for the purpose of visualization, forecasting, optimization, and execution of actions towards key business goals, objectives, and targets. • Led SEM spend and lead pacing initiatives with multi-million dollar annual budgets. Adjusting SEM strategies for Keyword and DSA campaigns based on current business objectives, like CPL, ROAS, Lead Distribution, and Market Competition.• Collected, analyzed, and presented data from Google Ads, Google Analytics, Bing Ads, internal data from databases and processed them for digestion for various teams including Marketing, Product, and Business Intelligence using SQL, Tableau, DataStudio, Excel.• Worked with Data Engineers to increase work efficiency with data automation. Created jobs that gathered, processed, digested, and presented data and insights on a daily basis on dashboards and tables for ease of consumption, speedy analysis, and actionable impact.• Collected data from various databases and digested them using BigQuery and DataStudio to create a dashboard summarizing spend, lead allocation, and lead value. Dashboard was expanded to the rest of Performance Marketing such as Display, Email, and Syndication.• Worked with Business intelligence and Data Science on several projects. Performed deep dive analyses on user journeys and valuation, lead valuation and attribution, and client churn and refined these analyses to best reflect business needs.• Performed advanced data analysis on call volume and call quality, proposing a Project to leverage our call center product to address business opportunity gap from missed call volume. Performed additional staffing analysis to understand viability and ROI.

Duluth, Georgia, United States

• Quickly learned the procedure, techniques, and nuances with imagery review, analysis, and reporting using arcGIS map software and CAD drawing techniques.• Reviewed of over 30 map sections ranging from wide are coverage of European countries and various American states as well as High Value Urban areas in both regions.• Created documentation to with detailed instructions on various tasks and procedures for easy reference and for streamlined teaching purposes.• Collaborated with colleagues on critical items in order to complete quality control review by the required delivery time.

Atlanta, Georgia, United States

• Quickly learned the technical aspects of the role, including reviewing technical documents to approve PMA parts.• Worked on 10 parts total with total annual savings of $250,000.• Suggested more parts to Supply Chain to review for additional savings, based on information learned from working with the mechanics, technicians, and shops.• Created documentation to streamline the PMA approval process, as well as fleet and engine information for easy reference.• Worked with the parts department to incorporate the new PMA parts into CAD drawings for use in the fleet manuals.

Atlanta, Georgia, United States

• Very quickly adapted and learned the software environment despite having no prior experience in PeopleSoft applications or server, software and networking maintenance.• Handled daily client requests and troubleshoot any issues that occur with the application. Led effort in handling various maintenance tasks such as software upgrades, patches and additional integration.