Fred Becker Email & Phone Number

New York, Ny, Us

New York, New York, Us

• Leading paid media strategy across a substantial and continually growing budget• Primary owner of the martech stack, including ad creative tools; analytics tools; attribution platforms; testing and personalization platforms; and more• Leading development of internal AI tools and agents, and building a culture of new tech adoption• Company-wide reporting on performance, strategies, and trends• Interfacing with senior stakeholders from other teams and the C-Suite to craft budget strategy• Managing growth/performance marketing personnel• Project managing high-impact growth initiatives

New York, New York, Us

I head up performance marketing and analytics, including the direction of our ad budget and paid media mix.Responsible for strategy and management of all paid campaigns, production of ad creatives, and overall conversion rate optimization efforts.

Houston, Tx, Us

Leading agency growth and client development in New York City.Client responsibilities entail development of digital strategy, planning and implementation of client marketing activities, including:• Budget Development & Management• Creative & Strategic Ideation• Campaign Planning• Campaign management (A/B testing, content sourcing and landing page development, conversion improvement, etc.)• All digital tracking implementation (GA and GTM, social media pixels, remarking audience lists, goal/conversions and events)• Website and campaign performance reporting (Including monthly reports and custom real-time reporting dashboard)SECONDARY ROLESManager of Client Paid Media • Responsible for performance and adherence to KPIs for all client PPC campaigns• Serve as SME for all other paid digital media while acting as overall support to colleagues• Implement and manage campaign automationsMarTech Product Manager• Responsible for the development, management, and internal training of HexaGroup’s MarTech stackInternal Sales Support• Perform regular digital marketing audits for sales team, while also participating in large share of new customer pitches Direct All HexaGroup Advertising Efforts• Lead consultant for HexaGroup's own marketing/advertising activities• Work directly with CEO for development of successful ABM practice

Houston, Tx, Us

Continuation of responsibilities from prior role, with an additional focus on:• Working with a wider array of clients• Regular internal trainings• Annual budget planning for clients• Emerging ad formats• Developing tiered MarTech stacks for typical client profiles

Houston, Tx, Us

Lead marketing consultant and project manager for clients in the fintech, blockchain, legal and non-profit sectors. Direct weekly/monthly/quartlery planning and resource allocation for managing a diverse team of designers, developers, marketing specialists, and copywriters.Broad responsibilities:• Drive marketing and advertising strategies, plans, and objectives for clients• Implementing integrated inbound marketing and advertising campaigns• Preparing marketing reports by collecting, analyzing, and summarizing sales dataScope of duties:• Website content development (new page creation, blog topic research and production, blog syndication via Apple/Google News, Flipboard)• Search engine optimization (SEO), including SERP/keyword tracking, competitor analysis• Integrated marketing campaigns: social media and paid search ads, managed placements, programmatic and remarketing, email outreach and landing page creation• Social media management and engagement on Twitter/Facebook/Instagram/LinkedIn/Reddit/Telegram• Influencer curation, outreach and relationship-management (BuzzSumo)• Premium content creation: eBooks, whitepapers, pitch decks, webinars, case studies and infographics• Site conversion, interface & user flow optimizations (recordings, heat mapping, A/B testing)• Tracking implementation and expansion (new conversion and event tracking; Google Tag Manager)• Lead management (form and call tracking, dynamic number insertion, CRM & reporting integration)• Marketing automation (HubSpot, MailChimp, Zapier, RavenTools, and Google Sheets)• Link building and link retargeting campaigns (Rebrandly)• Event management (hosted and attended), venue coordination, design collateral and speaker proposals

Seguin, Tx, Us

• Responsible for lead generation strategy and optimization efforts for all major digital channels• Primary focus on generating increases in bookings and restaurant foot traffic, accomplished through email marketing and local ad campaigns on AdWords, Bing and Facebook (sponsored posts)• Increased new online room bookings by nearly 30%• Assisted with on-page SEO and conversion optimizations for hotel website

Houston, Tx, Us

SEM Account Manager for Enterprise CRT (Customer Relationship Team)Managed over 40 client accounts with active PPC programs in AdWords and Bing. These enterprise-level accounts represented a large budget and high-involvement client base, with the collective (annualized) ad spend of accounts under my management staying between $1.8 - $2.2 million.Personal Highlights Included:• Creating a new $30k/month PPC program, then growing the account to $50k/month, with substantial improvements to the program's conversion cost over the same time period• Driving an over 90% campaign conversion rate increase, while lowering cost/conversion for a major online retail account's priority campaign, from shopping feed and product group optimizations to a Google Shopping campaign with over 200,000 products• Creating and giving an internal company presentation on advanced audience targeting and if/then statements in AdWords, of which the PowerPoint was later uploaded as eLearningManaging this client breadth and level of ad spend allowed me difficult-to-replicate management experience, wherein I was able to further develop strong digital marketing competencies:• Conducting keyword research and competitive analysis, then drafting and implementing large-scale paid search campaigns (often with 1,000s of keywords and 10,000+ unique ads)• Advanced audience targeting for both display/remarketing campaigns and paid search (as well as social)• Creation of complex geo-targeted campaigns to effectively capture regional and local audiences• Deep knowledge of Google Analytics and Search Console for diagnosing site and landing page issues, as well as for creating new remarketing audience lists for RLSA and audience list bid modifiers• Client management and presentation readiness, bolstered from presenting in or helping to lead several hundred GoToMeeting conference calls and in-person client meetings

Us

As part of full-time SEM lab in UH's MBA program, served as outside consultant for local non-profit organization.• Consulted on website and content development, digital strategy, SEO, and paid search advertising• Created and managed full AdWords campaign• Completed full-length SEO audit with set of recommendations, all with assigned priorities• Identified list of quality backlink opportunities, and drafted complete outreach emails to facilitate initial contact and open lines of communication• Wrote multiple blogs as template and starting point for non-profit to use moving forward• Completed full digital marketing proposal and presentation, delivered in-person to company founders

Facing downturn in O&G market, led numerous company-wide initiatives to improve the efficiency of SOPs in operations, payroll, and human resources; as a result of these initiatives, saved over $60,000 in annual overhead labor and fees.Notable Projects:• Launched multiple targeted internet marketing campaigns (utilizing MailChimp and AdWords)• Assembled and filed all paperwork in application of WOSB, as well as tax credit applications for the construction of a new lodging property• Compiled and submitted over 10 RFP/RFQ bid packages, with the successful awarding of nearly half, including one bid package that has since led to an entire new line of construction and maintenance businessResponsibilities as Senior Project Manager included:• Principal directive to implement cost-saving corporate initiatives and new programs with the goal of reducing unnecessary labor hours, operational bottlenecks, and general inefficiencies• Training of all employees and management on new applications and technology-oriented directives• Management of all online and print marketing campaigns• Assisting with the continued development of corporate website and general web presence• Providing the business development team with all bids, proposals, and presentations

Managed a 24-acre full-service oilfield lodge and catering facility in Three Rivers, Texas; consistently met sales and labor goals in both facilities, while managing a staff of 8-12 employees and accommodating between 50-150 guests; both facilities are responsible for over $1.2 million in annualized revenues.Responsibilities as General Manager included:• Hiring and scheduling of both housekeeping and kitchen staffs• Direct management of on-site operations, including large and small group check-ins• Monthly organization of large group training sessions for on-boarding new hires• Completion and filing of daily night audits, site status reports, and S&L reports • Transportation coordination and management of staff to and from remote work location• Hosting of daily safety meetings• Initiating and directing local advertising efforts, online and in print• Management and development of corporate website

Responsibilities centered on mobilizing RLI's first remote lodging facility in Three Rivers, Texas.Notable Projects:• Sourcing and installation of 90 hotel locks, including keycards and front-desk software• Installation of all computer and wireless networking systems for a 24-acre remote property, including server set-up and local network for guest business center• Installation and training of Property Management System (PMS) for front desk check-ins and daily management of room inventory (AutoClerk)• Rebuilt corporate website with responsive layout and refreshed keyword optimization• Established brand presence on all major social media platforms; maintained an active content calendar• Leveraged local SEO to entrench our remote facility in SERPs via Google My Business and other listing sites• Writing and disseminating press release for grand opening of Three Rivers Lodge, successfully soliciting multiple interviews and significant positive press coverage, including cover stories and news camera crews at the grand opening event

Private, in-home tutor for elementary through college-age students. Tutoring focused on improving their writing and reading comprehension skills, as well as helping with standardized test preparation.(Worked part-time while fully employed at RLI, tutoring during rotational weeks in Houston)Specific tutoring focus and experience in:• general writing/reading skill development• geography and history• brainstorming, drafting, and improving both class and college admission essay• developing study skills and daily study routines• developing strategies for overcoming test anxiety

As Project Management Intern, trained in all major company departments (Operations, HR & Payroll, Purchasing & Procurement, and Accounting). After training offshore in the Gulf of Mexico, spent several months working in Houston office and then RLI's Middle East HQ in Doha, Qatar.Responsibilities included:• Logistics and coordination of personnel transportation (managing weekly crew transit schedule for employees going offshore, and other coming back onshore) • Assisting with management of employee expense reports and logging in QuickBooks• Contributing to and proofing all copy for promotional materials and flyers• Covering for our Middle East operations manager for six weeks - duties here included all grocery procurement from local vendors, delivering groceries to company villas and to docked ships in Doha's port, and the development of new revenue streams (e.g., the sourcing of PPE and small wares for clients)Notable Projects:• Writing of a formal market research summary for executive team on expanding operations into Libya• Compilation and submission of a 600+ page RFP for new business in Saudi Arabia

Bachelor Of Arts - Ba, International Relations & Global Studies

Master Of Business Administration (Mba), Digital Marketing Management

Chinese Language

Honors, Political Science; Chinese