Kajabi

Led the charge as the sole internal paid media expert, reporting directly to the CMO. Orchestrated all facets of paid media initiatives, overseeing international paid search, display, paid social, and re-targeting programs for the SaaS company. From strategic conception to flawless execution, I focused on leveraging industry trends and best practices to optimize campaigns and effectively manage budgets to meet key performance indicators (KPIs) such as CPA, ROAS, and conversion rates.

- Planned and implemented full-funnel strategies, encompassing creatives, reporting, and seamless execution from inception to completion.
- Conducted and implemented paid media audits across multiple platforms in both social media and paid search domains.
- Successfully revamped the paid social strategy, achieving a remarkable 30% month-over-month reduction in cost per acquisition.
- Versatile experience in managing budgets exceeding a million dollars monthly across various platforms.
- Optimized the customer journey from ads to website experience, collaborating closely with Site/Ecomm teams on retention strategy optimization, ensuring an optimal consumer journey geared towards conversion.
- Developed strategic tests in collaboration with the VP of Growth, implemented tests, and created digestible, custom reports for key stakeholders, offering actionable insights to drive business objectives.
- Collaborated directly with the creative team and agency partners on creative strategy for ads and landing pages, encompassing briefs, review/feedback, A/B testing strategy, and insights reporting.
Identified and executed opportunities for expansion into new acquisition channels, driving continuous growth and diversification.

Growth Marketing Manager

Fresh n'​ Lean

- Built, launched, managed and optimized across multiple paid digital channels / search engine platforms media plans (Google, Bing, Facebook, etc.) 
- Analyzed performance metrics, monitored campaign goals, and developed media plans that aligned to the strategic goals of Fresh n' Lean.
- Prepared and presented timely weekly/monthly reporting and recommendations for all client KPI’s, ROI, and goals.
- Actively tested and analyzed keywords, bid management, ad copy, & landing pages
- Actively found and tested new keyword, ad, and campaign opportunities which lead to incremental growth across all paid channels

Accomplishments: 
- Restructured Facebook Ads account, which lead to a -16% decrease in cost per acquisition (CPA)
- Introduced and launched programmatic display advertising to Fresh n Lean, which increased transactions by 55% while reducing CPA by -33% 
- Restructured Google Ads account that lead to a 19% increase in transactions despite rising cost per click
- Efforts in owned channels made up more than 30% of all total transactions

Paid Media Manager

Windsor Fashions

•	Enhanced campaign efficiency by creating clear analytical reporting and developing new analytics strategies
•	Optimized performance and cost-efficiency of individual campaigns and channels by analyzing key performance data and implementing/managing E-commerce analytics platforms, as well as enterprise-level reporting and diagnostics  
•	Translated audience research into new campaign development strategies  
•	Conducted and reviewed campaign audits to determine areas of weakness and opportunity.
•	Created custom reports in analytics, search and bid optimization tools (Google Analytics, Ads, Criteo and QuanticMind) critical to optimizing and driving performance
•	Developed Google & Bing paid search and display campaigns encompassing account structure optimization, keyword targeting, ad copy, bidding, and optimization test.
•	Campaign optimization; set negative keyword lists, optimize bidding strategies (campaign, devices and formats ad set, device, location, etc.) revise copy based on top performing variations, run A/B tests, and campaigns mapping for all keywords to ads
•	Data-driven campaign management (including bid management, creative rotations, choosing placement, audience targeting, A/B testing, budget allocation, etc.) to hit KPIs for scale and ROAS.

Accomplishments:

•	Restructured the entire Google Ads account from scratch, identifying new opportunities. 
•	Rewrote all ad copy for 100+ campaigns which led to increase YoY revenue on paid search and display channels by 20% 
•	Increased total sessions to website through targeted audiences and efficient ad copy by over 200% while reducing cost per click by -8% within the first month of account relaunch 
•	Improved ROAS by 25% with a better, more efficient account restructure and bidding opportunities that included day parting and other bidding strategies 
•	Increased overall ad impressions by 37%, CTR by 167% within the first month of relaunch

Digital Marketing Analyst, Search and Display

J.D. Power

•	Drove analysis, optimization, monitoring and performance reporting of display, remarketing, SEO and paid search campaigns
•	Improved all major paid search metrics (including page views, quality scores, and average position) by creating and optimizing Google Ad campaigns under strict budget constraints and complex requirements
•	Enhanced tagging/tracking for developers, audience acquisition team by restructuring module naming convention in CMS 
•	Owned full content development lifecycle and comprehensive SEO strategy across 2 sites by overseeing writers; translating competitive research and evolving keyword opportunities into effective SEO tactics;
•	Streamlined content creation for websites by developing topics, liaising between writers and the audience acquisition team, developing content requirement guidelines, growing/optimizing internal links, and partnering with database admins
•	Managed paid search on two accounts: for JDPower.com and NADAguides.com. Translated deep analyses of competitive landscape into actionable insights for keyword, internal link, and landing page optimization; ad copy development; and media buying.  
•	Performed A/B testing, tracking, and built strategy for email campaigns and landing pages to optimize performance.


Accomplishments:
•	Improved homepage clicks 83% and improved overall bounce rate 6%+ through landing page tests  
•	Improved and optimized paid search campaigns, found new opportunities and reduced cost per page view across both NADAGuides.com and JDPower.com 
•	Maintained, organized and improved content writing process to streamline content created and implemented on nadaguides.com and jdpower.com. 
•	Increased page views for landing pages by creating campaigns in Google Ads. Paid search efforts made up 49.75% of total traffic to these landing pages.
•	Played a role in website restructure for website features and quality assurance which led better visitor experience and a lower overall website bounce rate

Digital Marketing Specialist, Paid Search and SEO

Echo Media Group

•	Managed client budgets of upwards of, $350,000 per month across multiple social platforms, including Facebook, Twitter, Instagram, and LinkedIn; coordinated with account leads to deliver reporting of social media results against ambitious client benchmarks  
•	Partnered cross-functionally with analytics, design, editorial, and project management teams to fuel campaign optimization, online community management, and social research. 
•	Served as primary liaison between social media director and design team for social media and display ads; stepped in to cover graphic design role during an unexpected vacancy 
•	Delivered ongoing reporting and data assessment. Communicate out campaign KPIs & day to day reporting to senior management
•	Managed efforts relating to website, social media channels, blogs, search, e-blasts and more
•	Collaborated with internal team members to optimize SEO, landing page conversion and posting performance and refine overall marketing strategies.
•	Managed, optimize, and owned the performance of paid marketing campaigns across SEM, Display, Social, and other digital marketing channels

Accomplishments:

•	Grew traffic by 20% for agency and for clients’ website from variety of marketing channels including Search Engine Marketing, Display and Social Media Marketing 
•	Redesigned reporting for all clients and company, created presentation decks for monthly client insight meetings, which improved client/agency communication 
•	Improved conversion rate for client, University of California, Irvine by 35% through effective social media advertising on platforms such as Facebook, Instagram and LinkedIn

Search and Social Specialist

Turbo Ion, Inc.

•	Carved out a solid market position despite facing competitors with much larger budgets, leveraging constant learning and improvement to stay on top of industry trends and digital marketing best practices  
•	Doubled eCommerce sales in 1 year via comprehensive creation and management of social media, email, and paid search (Google Ads) campaigns, including ad campaign creation, keyword strategy, keyword discovery, and content development, audience and demographic research
•	Grew new leads under strict cost constraints by optimizing marketing automation and social lead nurturing and creating enhanced calls-to-action, landing pages, and site offers 
•	Crafted data-driven strategies for social engagement, participation, and subscriber base growth; developed targeted messaging using trend research and Google Analytics  
•	Increased ROI by building a foundational influencer marketing strategy still in use today 
•	Identified and tested new marketing channels such as YouTube and email marketing to drive business and meet and exceed established KPIs 

Accomplishments:
•	Doubled online sales in less than a year with all digital marketing efforts including Google Ads, social media marketing and email marketing 
•	Launched cohesive YouTube channel strategy, which included tutorial, demonstration and instructional videos on products. YouTube pre-roll ads and SEO strategy increased brand awareness and YouTube views by more than 60% 
•	Built and grew social media presence across all social media platforms from the ground up 
•	Developed content strategy and ad campaign strategies for Facebook, Pinterest, Instagram and Google Ads
•	Established influencer affiliate program, reached out to key influencers with coupon code to sell products on YouTube videos and social media platforms, which boosted revenue by 42% 
•	Created cohesive social media strategy and content calendar across all social media platforms increasing brand awareness, brand equity and subscribers

Digital Marketing Associate 

Cal Poly Pomona Athletics Department

Cal Poly Pomona Athletics Department -Designed and edited traditional and digital media marketing materials. Drove audience building and engagement via Facebook, Instagram, and Twitter.

Communications Intern

The Poly Post

The Poly Post -Wrote and edited 29 weekly columns on trending topics. Conducted research and interviews, translating data into compelling stories and promoting this content on Facebook, Twitter, and Tumblr. Designed and managed the opinion section for digital and print distribution.

Opinions Editor, Staff Writer, Staff Photographer

Results-driven Growth Marketing Manager with over 9 years of experience, specializing in direct-to-consumer, SaaS, online sales. Proven expertise in devising and implementing comprehensive marketing strategies across various sectors, including education, auto, finance, beauty, and fashion. Adept at managing both in-house and agency collaborations. Highly skilled in maximizing brand visibility and driving conversions through paid social media advertising on platforms such as Facebook, Instagram, TikTok, Pinterest, LinkedIn, and Snapchat. Proficient in optimizing for KPIs through strategic planning and execution of paid search advertising on Google and Bing Ads. Demonstrated success in analyzing and improving campaign performance. A strategic thinker with a track record of achieving business objectives through innovative and data-driven marketing initiatives.

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