Pascale Mccafferty Email & Phone Number

Lehi, Ut, Us

New York, New York, Us

Manage multiple paid search and paid social campaigns for lead gen and ecommerce brands, across multiple platforms, including Google/Bing, Facebook/Instagram, YouTube, Twitter, LinkedIn, Pinterest, Snapchat, and TikTok.Management includes keyword research, campaign structure and strategic audience building, writing ad copy, pixel strategy and placement via Google Tag Manager, reporting, and client-facing conversations and reporting.Other platforms utilized daily include PowerPoint, SalesForce, Skai (formerly Kenshoo), ClickUp, Basecamp, Excel, Word, and Adobe, as well as other Office Suite products.

Us

-Set up, manage, and optimize PPC campaigns on Google AdWords and Bing-Schedule regular calls with clients and provide consistent reporting-Set up and manage tracking on every marketing initiative to ensure positive ROI-Conduct keyword research and create lists of targeted search terms-Write ad copy that drives both a high CTR and a high conversion rate-Work directly with the web design and SEO team to create and A/B test new landing pages

Irvine, Ca, Us

- Deliver PPC campaigns via the most relevant and effective networks – based on analysis, monitoring, review and active decision making (all in line with objectives and budget)- Fully understand business objectives (e.g. increased profit, increase sales for key products etc) and be able to translate this into PPC strategy and action plans- Report on key performance indicators and present effectively to senior management and clients- Research the latest tools and techniques in paid onine marketing (such as advanced “behaviour based” targeting, and retargeting) and form a view on the relevance of these to business objectives- Use trending tools and similar approaches as part of an ongoing review of target/keyword relevancy- Colaborate with other marketing colleagues to ensure strategic marketing objectives are in step with paid marketing activity- Work with development teams to create content in landing pages, implement tracking codes and integration of analytics

Sunnyvale, Ca, Us

Analyzed international marketing campaigns for Yahoo's major advertising clients across multiple verticals and markets, including travel, tech/telco, auto, and retail. In support of each client's business strategy, I provided and implemented bid, keyword and ad copy development. My day-to-day tasks and responsibilities included:- Developed actionable insights from a wide variety of data sources: analysis of client data (usually through Excel and custom internal reporting), primary and secondary research, media data.- Drove winning pitches both over the phone and in-person, with the main goal of driving revenue for the Sales organization.- Managed the relationship between the client and Yahoo's Global Sales Organization, in order to continue a healthy rapport between everyone, including those in countries outside the US.- Partnered with other account managers in determining next sales strategies to present and the best way to pitch them.- Partnered actively with strategy teams to maximize insight derived from analytics and key findings applied to the development of marketing programs- Identified key insights from existing data and identified relevant marketing program implications

Irvine, Ca, Us

As a part of Media Operations at WebVisible, I proactively optimized under-performing campaigns according to the latest Search Engine Marketing best practices. Using our patented Geneva platform, I managed a portfolio of high-spend accounts at the campaign level, as well as accounts for resellers at the portfolio level. Optimizations include creating and implementing strategic optimization tactics based on bid management, keyword research and development, large keyword set management, ad copy testing and landing page analysis.

Sunnyvale, Ca, Us

- Optimized campaigns to increase revenue and grow Search Marketing accounts for several clients, which included daily or weekly bid optimization, keyword, ad copy quality and budget recommendations.- Built and managed large keyword lists and ad copy for optimal account performance.- Restructured accounts to increase CTR and decrease CPCs.- Partnered with the Engineering and Policy Guideline teams at Yahoo! as needed.- Created and presented PowerPoint presentations to clients as needed.

Sunnyvale, Ca, Us

Reviewed all PPC/SEM ad copy submissions to determine if ad followed Yahoo! Search Marketing ad copy guidelines. Utilized internal tools that included the Yahoo! Panama UI.Worked alongside other editors, managers and development teams to remain up-to-date on editorial policies and to assist advertisers with obtaining compliance with editorial policies.

Riverside, Ca, Us

Counseled and advised credential candidates with regards to CA state teaching credential requirements for several credentials via phone, walk-in and appointment basis; spoke at quarterly orientations to explain credentialing requirements; tracked students through various phases of the credential programs.Worked with publications department to ensure accuracy of catalog information; designed and prepared brochures to market credential programs for Extension.Prepared written documentation for submission to the California Commission on Teacher Credentialing (CCTC); independently composed letters to credential applicants, county offices of education, CCTC, and other universities.

Anaheim, Ca, Us

Evaluated U.S. and foreign transcripts for the purposes of curriculum advisement.Advised American and foreign students to ensure successful completion of middle and high school; tracked student schedules. Collaborated with other counselors, parents, teachers and administration regarding pre-admission scheduling, current student schedules, students’ academic performance, course changes and students on academic probation.

Redlands, Ca, Us

In one-on-one and group settings, advised prospective applicants who were applying for teaching credential and Master’s degree programs; provided timely information to applicants in order to advocate for their admission to programs. Advised undergraduate students regarding concurrent completion of their BA programs and teacher credential programs. Provided assistance to applicants and students in their applications for financial aid, such as grants, loans and scholarships.Advised applicants and students regarding specific CA credential requirements and continued to advise students throughout the completion of their programs; assisted students who were experiencing problems with academics, financial aid and testing requirements.Presented and provided information to groups to recruit for admissions to the School of Education programs through career fairs, information sessions, individual appointments and ongoing visits to other colleges.

Ma Ed, Educational Counseling

B.A., English - Creative Writing