- Paid Search and Display Marketing for Airbnb- House Ad Campaign Growth and Optimization for Google SMB Americas

Full funnel search marketing: strategy, ads, bids, landing pages, & reporting.Ownership of the structure, tactical direction, optimization, spend, and P&L of specific campaigns in the online lead aggregation space.Run reporting and communication of results/ideas within the marketing and product teams. Working closely with product/tech teams to streamline and optimize the consumer experience and conversion funnels for specific products and sites to be marketed.Research and communication of the competitive landscape for specific products to be marketed, including: landing page and conversion funnel paths, as well as insight into competitors’ impact on our volume, cost and performance in the paid search space.Daily management of bids, spend and ROI.Ongoing testing and optimization of visitor experiences, including ad messaging, landing pages, while working closely with the product and analytics teams.Ongoing account optimization, including structure & targeting improvements (geo, demographic, day-parting, keyword and URL), search query mining, keyword expansion, advanced use of negative keywords, and improvement of bid management processes and algorithms.Meet all ongoing reporting requirements as needed to keep general managers and peers informed as appropriate.Work closely with vendors to ensure appropriate support, and to keep abreast of product releases and new available features.Conduct competitive analysis, prepare reports on findings, and share the results with others.

● Plan, manage, and execute paid search/ PPC campaigns, including but not limited to account setup, implementation of strategies in tool, campaign structure, budget management, and daily bidding.● Daily campaign bid management with detailed attention to ROI and budget.● Keyword analysis - build seasonal keyword lists, analyze search volume, and make recommendations to eMarketing team.● Write paid search copy, ensuring Brand guidelines met, for new ads and continually test and optimize existing ads.● Make recommendations and execute promotional support.● Deliver weekly and monthly search performance reports to eMarketing team and Brand partners.● Collaborate with Search Engines to optimize SEM performance and stay educated on new opportunities.● Test betas related to SEM and report on results to eMarketing team.● Stay educated on SEM bidding technology changes.● Stay appraised and educated in SEM industry trends.

● Identified key growth areas and communicated weekly performance across all paid search programs related to Citrix' "GoTo" SaaS product suite (GoToMeeting, GoToMyPC, GoToAssist, GoToWebinar, GoToTraining)● Engineered SEM campaigns for a Remote Desktop Connection product to maintain steady conversion output despite significant cut to budget● Restructured campaigns for multi-faceted Remote Support & Enterprise Desktop Management product to capture 17% more leads at a lower Cost-per-trial● Formulated advanced shared keyword positioning strategy and implemented with precision through Marin Software Enterprise tool● Formulated and presented business cases to Marketing Operations to determine quarterly budgets and budget adjustments for each Line of Business● Communicated organic search growth opportunities across the Global Marketing Team via BrightEdge software

● Determined and dictated efficient account structure and optimization strategies across all accounts● Devised QA procedures to ensure accuracy and accountability● Improved cost efficiency for one of the agency's larger accounts, increasing revenue by over 50% with less than 20% additional spend

● Stabilized ROAS, lowered CPA, and increased online customer orders for national grocery retailer● Mastered Citrix-based proprietary bid management tool that identifies and optimizes to key performance indicators● Served in senior campaign manager role as mentor, advisor and manager of quality assurance● Managed campaigns for two of the agency’s Top Ten paid search clients, effectively controlling over $1,000,000 in spend per month

● Administered SEO and PPC for Fortune 500 & 1000 clients (e.g., software, real estate, retail)● Gained proficiency in SEO and PPC methodologies and industry best practices● Devised technical/performance site audits and strategies● Coordinated, audited and tested PPC text ads and landing pages (A/B and multivariate)● Optimized and implemented PPC account structure, campaign budgeting, keyword bid optimization, spend tracking and custom reporting● Applied analysis based on interpreting Google and Bing Webmaster Tools, Yahoo! Site Explorer● Proficient with web analytics tracking, including Google Analytics, WebTrends, and Omniture● Created and tested text, image, display and local business ads● Optimized press releases, RSS feeds, PDFs, and videos● Gained proficiency with Google AdWords Editor and Bing adCenter Desktop

● implemented and maintained online media plan for a major telecom company's Careers site● exclusively administered Campaign Management matrices for BlueStreak and DoubleClick tracking capabilities● managed rollout and reported success rate of online banners, HTML e-mails, and SEM keyword buys● executed workflow of interactive components of a major telecom company’s new employment brand, including microsite, profile pages, and internal and external HTML e-mail templates● marketed interactive products and services that resolved client needs and expanded agency profit base ● managed direct mail and marketing collateral project work for a large non-profit healthcare corporation from conception to completion ● created and tracked effectiveness of media insertions and direct mail pieces

● maintained client’s internal Web portal of templates for various promotional pieces for a large telecom company● managed the creation and approval process of multi-layered catalogs● directed pre-media and print vendors on printed pieces with national distribution of 5 million● collaborated with telecom company's agency network on the insertion of Free Standing Inserts placed in thousands of newspapers throughout the nation

● spearheaded online branding campaign for largest healthcare provider in California● exclusively managed employment communications for Tenet HealthSystem, agency’s largest client● supervised the creation and delivery of web banners, postcards, brochures and display booths