Penna

With a forward-thinking approach and a dedication to innovation, I have been leading a dynamic team of 10 specialists adept in paid search, paid social, programmatic advertising, and data specialists.

I put in place in depth strategy that drive high ROI and elevate employer branding for high-end clients such as Tesco, Bank of England, and Barclays. 

With a keen focus on leveraging data-driven insights, I am instrumental in cultivating a robust data culture within the organisation. By harnessing advanced analytics techniques, I empower my team to extract actionable intelligence, enabling informed decision-making at every level. My expertise extends to leading the migration from Qlik Sense to Tableau, ensuring seamless integration and enhanced visualisation capabilities for more efficient data interpretation and reporting.

Head of Performance Media & Analytics

Macmillan Cancer Support

Setting up and developing cross search strategies for SEM, SEO and YouTube to amplify brand messaging, increase quality traffic, sign up to fundraising events, donation, revenue and ROAS.

Working closely with partner agencies to ensure all phases of the digital transformation programme across all Macmillan's digital ecosystem follow SEO best practice.

Working closely with more than 30 stakeholders within 10 teams to support and develop their search strategies while monitoring and reporting on the campaign performance.

Developing strong relationship with several media agencies to ensure strategies are executed and campaigns optimised to reach yearly target.

Search Engine Marketing Lead

DigitasLBi_UK

Managing and developing Paid Search activities (AdWords and Bing) for Bupa Global across the  EMEA region. Biggest achievement - Decreasing CPA YoY by 46%.

Managing and developing Paid Search (AdWords and Bing) and Display (GDN) campaigns for DHL Express in US, CA and MX. Biggest achievement - Decreasing CPA YoY by 10%.

Managing and developing Paid Search (AdWords ), Display (GDN) and YouTube campaigns for Unlimited Powered by UBS to raise brand awareness. Biggest achievement - generating more than 100K views on YouTube Channel at efficient CPV £0.04.

Digital Media Manager

Razorfish

Managing a team of 3 Account Executives to deliver Paid Search (AdWords, Bing and Yandex) and Meta Search (Trivago and TripAdvisor) campaigns for Starwood EMEA.

Improving ROI YoY by 15% across all regions with strategic optimisation via automated bidding with Marin Software and innovative targeting (DSA, RLSA and Similar Audience).

Implementing new processes to centralise all stakeholders' requests, which helped to improve workflow and project delivery.

TMP Worldwide UK

Running and optimising Paid Search campaigns on Adwords, GDN, Facebook, Twitter and YouTube
for automotive clients (Rolls Royce, JLR, Mercedes) and financial clients (LLoyds and Bank of England) and educational institutions (Oxford Brookes,University of Manchester).

Running and optimising SEO campaigns on Google and Bing using cutting edge tools such as Brightedge, SEO Moz and Majestic SEO for multiple clients (Seadrill, Compare the Market, Virgin Media).

Researching and developing new products and services in line with the Client Service's needs and providing strategic recommendations based digital trends, business opportunities and website analytics.

Senior Search Executive

autotorq

Day to day account management for automotive clients (Bentey, Citroën and Chevrolet)
Reporting and monitoring traffic and leads results and submitting client proposals
Passing briefings to technical team and ensure success of project testing phase
Tracking daily workload issues through SAP and chasing for work progress.
Developing E-crm through training programs, educational tools and e- communications
Liaising with third parties to set up, monitor and adjust inbound and outbound feeds

Senior Digital Account Executive

Minority Rights Group

Uploading multimedia and written content with two CMS (Webbler and Wordpress) 
Liaising with web agency to solve technical bugs and improving the web architecture and SEO
Developing and monitoring the network via Facebook, Twitter, You Tube, Flickr  
Manipulating images and generating graphics with Photoshop and Adobe Acrobat

Web Editor Assistant

Critical thinker with strong leadership and a great passion for the science and benefits of sleep, hypnotherapy and lucid dreaming. Thought provoking writer tackling hot topics such as work culture, the future of work, post humanism, wokism, ancestral values, alternative healing and more.

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