Craft all aspects of SEM campaign strategy based on the goals of the business.Responsible for keyword/targeting strategy, messaging approach, bid strategy design, as well as investment optimization. Translate SEM strategy to in-platform activations that scale across the globe. Manage the localization and translation of keywords and ad copy for priority countries in Asia Pacific and AMER markets. Advise the build of reporting dashboards that will be used for optimization and performance readouts. Optimize campaign performance using foundational search marketing tasks (budget management, bid adjustments, search query mining, etc.). Develop strategic roadmaps and highlight testing opportunities as platform offerings evolve. Share regular updates with key leaders across regions that contain concrete insights and context for changes in performance.Recommend process improvements that can increase operational efficiency or improve quality of SEM activations. Provide thought leadership within the Cisco organization and externally through authored POVs or presenting at conferences to highlight Cisco’s innovative approach to search marketing.

Drive paid search growth through hands-on account management, management of external vendors, and management of partnerships with Google and Microsoft to meet revenue and ROAS goals.Partner with external agencies and internal teams (e.g. Creative, Compliance, Product) to effectively drive all aspects of Paid Search; clearly communicate goals and areas of opportunity to management.Collaborate closely with cross-functional teams (Product & Engineering) to develop and execute a high-throughput and high-impact data-centric testing plans for Paid Search. Collaborate with internal teams on digital strategies for product launches. Collaborate with the Creative team on performance, trends, and campaign tests to help guide opportunities, strategies, and creative messaging.Delve into data to develop deep analytic insights into Paid Search performance and quickly execute on the insights you develop. Work in tandem with our data team to build new collections and understandings.Demonstrate thought leadership by conducting tests, developing, presenting test results, and making recommendations for new processes and strategic tactics for Paid Search. Function as the expert in Google/Bing and any other relevant platforms and stay up to date on industry/competitive trends and technologies, betas, and Paid Search best practices

Architect effective digital advertising campaigns in collaboration with leadership and marketing teams.Research keywords, analyze their relevance, and perform competitive analysis. Manage paid search targeting options across multiple clients (geo-targeting, campaign settings, demographic targeting, etc.).Administer bid management tools to accurately pace daily paid search budgets.Monitor and analyze campaign performance in platforms like Google Ads, Bing Ads, etc.Identify and create custom audience groups with 1st party data and website audience lists.Design, implement and report on A/B tests to drive incremental improvements across all KPIs.Provide regular and ad-hoc campaign reporting and analysis. Leverage available data to recommend opportunities for growth and efficiency.Recommend landing page optimization strategies and consult on landing page planning and optimizations.Partner with Analytics and Performance Marketing team to ensure reporting needs are met.

Developed strategic account and portfolio plans in partnership with the account team utilizing data analytics insights and collaborating with the assigned account team.Built intentional agency and advertiser relationships that drive revenue. Conducted proactive meetings to develop trusted advisor status, build loyalty and improve business.Brought competitive, industry insights and media sales experience to flawlessly execute data-driven optimizations.Exceeded customer expectations via responsiveness, providing insights, marketplace knowledge, and resolving technical issues.Drove growth and development of mutually beneficial working relationships with account team and key partners.Utilized internal relationships to provide seamless account management, a united front to customers, and ultimately enable the ability to quickly respond to customer requests or escalations.Lead conversations with key internal partners to evaluate account performance, develop short and long-term strategies, and discuss/act upon optimization opportunities.Maintained functional knowledge of new features, products, and initiatives across the Bing Ads platform and Microsoft ecosystem while consistently increasing knowledge of the industry and strengthening business acumen.

Managed paid search marketing program for the Americas region (the US, Canada, and Mexico).Created, implemented, and optimized keyword targeting strategies for demand generation. Supported global brand awareness campaign and optimized messaging to drive qualified traffic to Concur websites. Executed and overseen ad copy and landing page testing efforts while coordinating initiatives with media buying and web strategy teams.Worked closely with Marketing Analysts to refine reporting analysis required to track campaign performance.Planned and tested pay-per-click campaigns, with a solid analysis of campaign success.Worked with the SEO team to develop a long-term strategy to increase traffic driven by search engines. Researched other company's competitive search marketing efforts.Partnered with paid search vendors and search engines to deploy best practices and participate in new product offerings and betas.

Managed paid search campaigns across multiple engines, languages, and geographies.Responsible for the day-to-day management of paid search campaigns including keyword generation, ad copywriting, localization and testing, bid management, landing page optimization, budget management, etc.Analyzed data to gather actionable insights for improving ROI and meeting growth and efficiency targets for the program.Communicated and worked with internal stakeholders to ensure expectations are met.Disseminated weekly management reporting to ensure that the wider team is aware of campaign performance trends.Consumed data from tracking providers, search agencies, and third-party bid management platforms (e.g. Kenshoo) to ensure that the tracking data was used effectively to the benefit of the campaign.Developed and manage relationships with search engines and leveraged the search engine teams to further optimize Expedia’s search marketing campaigns.Managed cross-functional relationships and coordinated efforts with other marketing channels to achieve greater clarity around internal goals, implementation of promotions, and success metrics.Collaborated with cross channel owners including SEO, Merchandising, Finance, Partner Services, Supply, and Legal.

Served as relevance analyst, evaluating Yahoo! search engine results for content pertinence within the Brazilian market.Considered user expectations for results when entering informational, navigational, and transactional queries and rated success of searches in categories such as excellent, fair, and poor.Adhered to strict established criteria, submitting findings with justification for assessments; earned recognition for performing highly accurate evaluations, consistently achieving results in close agreement with company’s findings.

Developed social media plan, timeline for execution, and channel management guidelines in keeping with client’s available resources.Outlined strategy for acquiring, retaining, and communicating with users; structured social media channels and assisted clients in content development and customer service delivery.Promoted brand online, actively engaging users to increase awareness of client among Brazilian population and providing a collaborative environment in which users could exchange ideas and inform others of bargains.Created Twitter profile and kept page updated regularly, attracting up to 3,000 followers in two months, far exceeding average following for Brazilian companies of under 1,000 users per month at the time.Maintained profiles on Facebook and Orkut, the largest social media venue in Brazil; accessed groups related to client’s market to educate users on options available through hotels.com.Developed YouTube page, initiated viral video campaigns and responded to user comments.Read travel-related blogs to stay abreast of public opinion on client’s products/services and campaigns; promoted videos among those bloggers.Tracked and evaluated campaign success across numerous social media venues and tracking tools; delivered presentations on subject matter to keep clients apprised of changes.

Defined and implemented global user support strategy, content, and community management processes for massively multiplayer online (MMO) game projected for initial introduction in Brazil.Assembled and managed a team of five moderators and two community managers; developed and delivered training content, implemented moderation and user guidelines, and monitored the group’s productivity.Determined and specified support tools, database, and moderation functionality both in and out of the game for the entire company; partnered with the engineering team to improve the design of tools before launch.Developed community plan with campaigns, content for Web site and forums, conduct rules, help pages, language filter, and user guides; facilitated atmosphere of teamwork and fair play.Provided input throughout development on the importance of various features and appeal to Brazilian players.Collaborated with localization, quality assurance, marketing, and design teams to verify content, create a style guide and general game functionality, integrate tools inside the community, and obtain user feedback on functionality/design.Overcame challenge of limited marketing resources, utilizing social media channels to promote the product among potential players, and maintaining a high level of user interaction.Represented voice of users, ensuring feedback, concerns, and requests were addressed and considered for later development stages.Represented company at university events, promoting Interzone Futebol to user, gamer, and blogger audiences.Liaised between teams in Brazil, China, U.S., and Australia to prioritize tasks and maintain cycle of new releases.

Focused on providing a positive, entertaining experience and ensuring the safety of users–-primarily pre-teen audience–-in social MMO.Developed content and engagement for Habbo Football Groups, forums in Brazil and Portugal, and Infobus Project, an initiative to raise awareness of local nonprofit organizations.Promoted user participation in chats and discussion boards hosted by NGOs, such as Greenpeace and Fundação Abrinq—an advocacy group for the rights of children and adolescents.Tracked promotions, events, and other marketing initiatives to gather insights on overall user experience and satisfaction. Generated reports for production and administrative departments.Managed and localized customer service tools, fielding and resolving complaints and reports of abuse and technical problems; monitored and reported issues intending to improve user experience.Monitored payment channels to detect and resolve fraudulent and disputed charges in all available payment methods.Assisted moderation and support teams in investigating technical issues and reviewing user profiles for community promotions and awards.Served as the primary point of contact for users encountering issues, interfacing professionally with users’ parents and legal representatives to correct any grievances.Held chief responsibility for localizing and updating help tool content and FAQ section.

Served as one of 10 analysts advising a sales staff as large as 150,000 by providing details on the status of distribution teams, amount of transactions to date, inventory, business performance, and award qualification.Coordinated the repurchase and reimbursement processes between clients, company, and distribution team leads; maintained standing among top analysts in terms of productivity.Handled organization of events, dissemination of informative content, and execution of campaigns and meetings to award most successful distributors and strengthen Herbalife community.Delivered quality customer service for worldwide distributors with networks in Brazil, supplying administrative and business development solutions.Processed orders, developed monthly reports for international headquarters, and provided online support to distributors and consumers.

Delivered ESL instruction to executives, entrepreneurs, and board directors; provided language consultancy services; and specialized in preparing clients to sit for TOEFL, TOEIC, and other proficiency exams.Led team of as many as 15 educators teaching the English language to employees of companies, such as Xerox, Camargo Côrrea, Gerdau, Accenture, and GE.Hired new staff, delegated teaching assignments according to students’ needs, and evaluated educators’ work.Touched base regularly with client companies to determine the level of satisfaction with the current instructor.Developed teaching methodology, lectures, newsletters, Web site content, and workshops; managed GLT online course platform, used by teachers and students; and translated research papers.Devised strategy for targeting and breaking into a new, younger market.

Facilitated clear communication between Portuguese- and English-speaking employees of EDS and GM, as well as international contacts from various corporations.Played a key role in preparing business impact analysis, interviewing managers from each division; reporting on cost and consequence of potential disasters, including damage to assets, collateral effects, and expense associated with restoring function in event of total or partial loss; and translating material for use by the corporate office in the U.S. Took on a project that was nine months behind schedule and brought initiative up-to-date, delivering by the deadline.