Robert Pettee Email & Phone Number

Charlotte, Nc, Us

White Label Digital provides full-scale digital support for brand, offline, and traditional agencies across the US. We specialize in Paid Digital ad strategy, execution, optimization, and reporting, while lending our broad range of digital expertise to our agency partners. We're US-based, using full-time staff, delivering white labeled reporting and services to agencies for whom it isn't feasible to staff the talent that we take sincere pride in.We're an extension of our agency partners' teams, integrated as their Digital Marketing department. We bring experience to the table for our agency partners, the likes of which have managed roughly $250,000,000 in digital ad spend, over the last two decades. We have experience negotiating with huge publishers (MSN, AOL, Y!), have tested Alpha and Beta products like Google's Digital News & Print, and our experience goes far enough back to recall negotiating flat CPCs with Paid Search platforms as part of 'upfronts'. We bring a depth & breadth of experience that is daunting for a small or mid-sized agency to staff, in a clean, transparent billing format that ties our success with that of the agency and advertiser.

We combine technology and an experienced Campaign Management staff to bring meaningful marketing execution to businesses with small budgets, across America. IT LLC is our Founder's most recent attempt to bring Fortune500 digital strategy and execution to small businesses. We thrive on efficiency, employ Digital Marketers with experience managing multi-million dollar budgets, in a format that benefits small businesses with as little as $300/mo to grow their client base, find new customers, and scale their business operations.Above all, with respect to small business needs, budgets must be spent on outreach and driving value in the form of Calls, Conversions, or otherwise new customer opportunities. The hurdle we help overcome for SMBs across America is in avoiding the waste of typical meetings, discussions, and other time-intensive tasks; sincere expertise is not cheap, and so our focus on bringing that expertise to a $300 or $500/mo budget requires efficiency, at every step. Limit risk, maximize opportunity, reduce waste, and drive results.

Charlotte, Us

Though we quickly outgrew the space, Digital Mouth was launched from my home in Charlotte, NC, shortly after leaving my role managing one of North America's largest digital advertisers. Digital Mouth endeavored to bring Fortune500 digital strategies, tactics and execution to franchises and local businesses across North America.Growing Digital Mouth was a great experience, with exposure to every aspect of business management and execution. Our product offering was initially focused on social media, but quickly pivoted toward my historical expertise in Paid Search, Display, Video, and Paid Social advertising. Taking my experience to the SMB market is a source of pride, as I continue to help businesses reap the benefits of proper Digital Ad execution.As always, the goal is to identify & reach a target audience while testing and learning from various promotions, audience segmentation, and conversion funnels (coupons, CTAs, forms, contests, etc).

Charlotte, Nc, Us

Responsible for Search and Display advertising for LendingTree and the suite of Tree.com businesses, with annual budgets of roughly $100,000,000. Staffed and guided internal teams for SEO, SEM, Display, and Video execution. Managed relationships with the largest web publishers and ad platforms, including negotiations, strategy, execution and optimization. Worked directly with internal creative, development, and DBA resources for supporting data and technology. Responsibilities included DSPs, direct publisher buys, paid and organic search, conversion funnel optimization (at the partner or publisher-level), forecasting, application of an ever-changing lead valuation matrix, and all related documentation and processes.Installed technology and best practices around RTB, ad serving and connecting/automating various data sources and platforms to enable a true end-to-end view of marketing performance.

Charlotte, Nc, Us

Managing LendingTree's internal SEO/SEM team to deliver effective, profitable lead acquisition campaigns for Tree.com verticals, including mortgage, home services, real estate, insurance and others. Each line of business was managed separately, coordinating with specific employees and teams to manage budgets, tests, technical projects and overall performance.Annual reviews of bidding technology (Marin, Kenshoo, etc), Click Fraud Auditing & Detection (I was a major contributor to Business Week's cover story on click fraud in 2006), multivariate landing page test platforms and other technologies.In addition to managing SEO and SEM efforts of massive scale for LendingTree, I lead the charge to adjust our Affiliate guidelines and develop standards and monitoring tactics to police our vast affiliate network. Affiliates often poach traffic from branded terms or operate outside of the Affiliate Platform rules in geographic areas where the advertiser can't see evidence of it. Policing branded terms [properly] led to an immediate reduction in affiliate pay-outs of roughly $35,000 per month.Through intense data mining, I was able to point-out variances and areas of opportunity. For example, mortgage consumers who apply online on a Monday had a credit score that was roughly 20 points higher, and a loan amount about 10% higher than consumers who applied on a Sunday. Fluctuations in value like this, as well as fluctuations in available query volume by day led to continuous budget realocations and adjustments within our bidding tools.All marketing efforts were done in-line with LendingTree brand standards, leveraging internal marketing, design and technical staff.

Charlotte, Nc, Us

Overseeing all SEM efforts (managed in-house), managing upwards of $30MM in SEM advertising for the LendingTree brand. All paid media efforts were direct-response with a focus on driving mortgage leads via the LendingTree.com site. To facilitate optimizations and maximize revenue, SEM and SEM campaigns were run at local and state-levels, in addition to national coverage (to cover any gaps in geo-targeting capabilities). Intense landing page and creative tests were continuously leveraged to ensure the best possible ROI.Given that mortgage leads don't turn into "revenue" for 30-90 days, we leveraged Expected Value models that combined credit worthiness, loan amount, loan product and state to establish an estimated value of each lead driven. This allowed us to reallocate marketing spend to target the best possible ROI, and not necessarily the lowest cost per lead (anyone can put "bad credit OK" in a mortgage ad and get leads... leads that are worth nothing).In addition to managing SEO and SEM efforts of massive scale for LendingTree, I lead the charge to adjust our Affiliate guidelines and develop standards and monitoring tactics to police our vast affiliate network. Affiliates often poach traffic from branded terms or operate outside of the Affiliate Platform rules in geographic areas where the advertiser can't see evidence of it. Policing branded terms [properly] led to an immediate reduction in affiliate pay-outs of roughly $35,000 per month.All marketing efforts were done in-line with LendingTree brand standards, leveraging internal marketing, design and technical staff.

Assisting in the management of lead acquisition, lead distribution and direct-response marketing efforts. Worked directly with sales teams and corporate stakeholders to establish lead and revenue forecasting models, as well as contingency models to accommodate fluctuations in lead volume and sales bandwidth.

Bachelor'S Degree, Marketing

Ba, Marketing