San Francisco Bay Area
With over 15 years of progressive experience in B2C marketing, I am a seasoned digital marketing director and a certified Google Ads expert. I specialize in planning, managing, and measuring performance marketing programs across ecommerce and finance verticals, leveraging SEM and Shopping advertising strategies to drive growth and revenue. Currently, I lead a team of 6 and oversee a $100M+ annual SEM budget across seven Williams-Sonoma brands, including West Elm, Pottery Barn, and Williams-Sonoma home and kitchen. I optimize existing campaigns, launch new ones, manage multiple vendors and agencies, and implement best practices for Adobe Analytics, Google Merchant Center, and Kenshoo. I also have extensive agency, vendor, and in-house experience in social, display, and affiliate marketing, as well as mobile app measurement and advanced attribution.
•Team leader and chief strategist on a $100M+ annual SEM budget across Text and Shopping programs. •Own the optimization of existing campaigns, launch of new campaigns, tagging, measurement, Google Merchant Center feeds, and reporting across all 7 Williams-Sonoma brands including West Elm, Pottery Barn, and Williams-Sonoma home and kitchen. •Subject matter expert for Adobe Analytics, measurement(ATT/ITP), PLA/Shopping best practices across Google Ads and Google Merchant Center, and Kenshoo best practices. •Manage relationships with multiple SEM vendors and agencies, including a mix of tech-only and full service agencies •Manage a team of 7, including a mix of people managers, Sr. SEM specialists, and entry-level SEM analysts.
•Directed $10M+ annual budget across across SEM, social, display, and affiliate performance marketing. •Managed an in-house team of media specialists and analysts as well as external agency partners and vendors. •Ran a mix of small business, enterprise demand generation, and consumer facing campaigns. (B2B and B2C) •Led the launch and implementation out new platforms and tactics to better enable marketing goals, including SEM ad tech (SA360) and mobile app measurement (AppsFlyer).
•Full service agency team leader responsible for a variety of paid search/social accounts that ran and optimized their spend via Adobe Advertising Cloud. •Senior account management thought leader responsible for directing SEM strategy, QBRs, test and learn plans, and Google Ads best practices. •Grew a team to a total of 11 direct reports, managing a mix of entry level associates and seasoned senior account strategists. Directly responsible for the hiring, training, client assignments, and mentorship of account managers. •Led advanced measurement projects across numerous verticals including incrementality testing, multiclick attribution scenarios, and several client-specific performance trackers and seasonal forecasts. •Built deep cross functional experience beyond paid media, recognized as a team subject matter expert for client implementations leveraging Google Analytics feeds, Adobe Analytics/Omniture integrations, and more.
Promoted from individual contributor to people manager/team lead.
Continued Senior Account Manager role following Adobe's acquisition of Efficient Frontier
•Full service account manager across a variety of SEM and social clients with an emphasis on retail and finance verticals. •Managed the end-to-end implementation of 50+ new advertising accounts across Google Ads, Microsoft Advertising, and Facebook. Led SEM campaign strategy, analysis and reporting, bid optimization, search term optimization, ad operations, weekly and quarterly reporting and performance reviews. •Efficient Frontier was acquired by Adobe in Jan 2012.
•Supported the transition of SEM accounts/ad agencies from Microsoft account management teams to Yahoo’s. •Coordinated with Yahoo’s AE and AM teams to provide complete coverage of Yahoo’s top technology driven agencies •Supported client adoption of best practices on Yahoo/Microsoft Unified Marketplace •Awarded Yahoo 1H 2011 North America All Star Award