Leading a team of 16 in supporting lead and revenue generation for 43+ B2B EverCommerce software and service solutions across the globe. Responsible for paid search, paid social, paid and organic mobile, and marketing analytics departments.Developed multiple prioritization and workload management processes for the paid digital and analytics department. This has been a functional tool in helping facilitate resource allocation and strategic impact conversations with over 100 stakeholders. This continues to help the team prioritize their time on highest impact initiatives and manage potential burnout.Addressed outdated paid search account build structure and understanding. Over 40 Google Ad accounts were rebuilt over the course of 6 months to better align with data centric bidding models and keyword behavior. These changes resulted in large improvements to cost per conversion and further adoption of sophisticated bidding strategies. In Jan - Feb 2023 ad spend decreased YOY by 200k, yet gross profits per ad dollar spent grew by 80%. Developed and trained an EverCommerce wide 2023 Digital and Non-Digital forecasting management processes. This forecast fed into 2023 Wallstreet P&L projections. Over the course of 3 months over 75 participants (individual contributors, managers, directors, and VPs) created over 120 marketing customer acquisition forecasts. This process interfaced with finance, subsidiary leadership, and centralized leadership.Represent paid digital channels and marketing digital analytics priorities during Evercommerce data infrastructure planning and transitions. Reworking a splintered data environment to provide clean, dependable, and scalable data flow and reporting has been a core thrust.

Hired to lead a team of B2B digital media marketers as they support over 40 (and more in the works) multi-national subsidiary product solutions. Core initiative to develop scalable operational processes, build enterprise marketing data foundations, and advance the sophistication of our paid digital strategies.Paid Search, Paid Social, Display, Video, DSP/Programmatic, Analytics, Business Intelligence

Brought into NICE inContact to help lead the B2B paid search, paid social, and DSP advertising efforts to greater success through deep knowledge of data driven decision making and testing•Globally manage a dedicated agency team and developed B2B strategy for over $13M across Google and Bing Search, LinkedIn, and programmatic, which holistically saw a 60% increase in paid ROI YOY.• Led customer marketing LinkedIn digital in-market strategy, increasing accounts engaged by 97% and average engagement rates by 98%.• Oversaw global enterprise segment ABM programs which saw a 42% increase in accounts reached and a 25% improvement in engagement rates with proven impact on sales.• Produced analysis to identify problematic paid lead generation tactics, reducing disqualified call volume to North America sales by 90%.• Regularly perform data analysis and work across sales, marketing operations, and BI teamsto identify and solve company wide lead scoring and attribution issues. This is highlighted with adiscovery and solution to MQL declines that stemmed from lead scoring and fit changes, recapturing over $1M in generated MQLs to sales.• Awarded company’s 2021 Collaboration and Results Award

Promoted to Sr Manager to re-engineer struggling email and lead gen departments, lead emerging multi-million-dollar auxiliary marketing projects to success, and improve integration of paid search and display to C-Level strategy to beat competitive marketing pressures.• Reworked inefficient data structure and procedures of email department to allow for management of a customer list of 1M by a single employee. Generates $2M in additional revenue yearly.• Identified and led redirection of $0.5M in marketing spend with no identifiable return to a new direct acquisition YouTube strategy that resulted in $2.8M in lifetime value.• Lead $50M paid search strategy in a new unprecedented competitive marketplace that resulted in cost per click measurably below those seen by comparable publicly traded competitors in 2019.• Produced and ran an ongoing department professional development program to address poor employee engagement scores that resulted in a change from overall negative to positive sentiment in employees reporting that they anticipate a 5+ year engagement with company.• Led a lean team to execute a new complex $2M integrated branding campaign that increased brand awareness by 6% in targeted markets.• Awarded company’s ‘Extraordinary Award’ for department execution.

Promoted to Manager to refocus the paid search team on high impact projects and improve cost per lead by heavily interfacing with the data science department in the development of proprietary bidding software.• Implemented optimization processes that reduced cost per click 40% below forecasted increases, which allowed us to reinvest $1.2M and generate $8.2M in additional lifetime value.• Created seasonal trend adjustment process to steady budget variance which reduced overspend from 11% to 1% monthly.• Identified opportunity and consulted in the development of additional features of in-house software to improve bidding sensitivity, which statistically reduced cost per lead acquisition.

Hired to identify and implement solutions to wasted team efforts and poor advertising performance.• Developed and wrote software to improve new ad campaign onboarding processes whichreduced employee workload from 60 hours to 3 hours monthly.• Created semi-automated reporting methodology used for budget, accounting, and spendmanagement that has been leveraged for 3+ years within the organization.• Identified irrelevant campaign structure and cut 100k+ keywords from paid search accountswhich improved performance and reduced account management requirements.

Addressed reoccurring immediate hiring needs by developing a best in class training program toleverage low skill applicants and expand the hiring pool.• Grew overall revenue by 200% through standardized pitch and retention processes.• Orchestrated a profitable exit by increasing profit margins to industry standards over 2 years.

PPC Responsibilities:- Overall PPC Campaign Strategy Planning- Campaign Strategy Execution- In-Depth Competitive Research- Keyword Research- Ad Writing and Optimization- Budget Analysis, Optimization, and Adjustments- Image Ad Creation and Optimization- Network Optimization- Reporting- Excel Data Splicing- Re-marketing- Conversion Optimization- Landing Page Creation and OptimizationPPC Networks:Google AdWords Google Merchant CenterBing AdCenterFacebookAdbladeSEO:- Overall SEO and SEM Strategy Planning- SEO and SEM Strategy Execution- In-Depth On Site Optimization- Competitive Research- Link Building- Link Analysis- Reporting- Local Search Optimization- Places Page Optimization- Google Analytics Analysis and Reporting

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