Los Angeles, California, United States
I specialize in optimizing online and mobile advertising to target key customer segments for a campaign's objectives. With 10 years online marketing experience, my philosophy is to drive the most effective online ROI by recognizing consumer behaviors, beliefs and media consumption patterns and crafting together a custom blend of all online advertising channels. Each blend combines strategy, media and creative, driving brand and demand. My work incorporates all channels of interactive media, from banner display, search, email, affiliate, social media and mobile. Specialties: online media planning, online media buying, display banner ads, search engine marketing, search enging optimization, email marketing, affiliate marketing, landing page optimization, social media marketing, mobile marketing, web site design
• Planned online campaigns for multiple clients with an annual budget of $2.5 million using Nielsen planning tools with. Clients ranged across multiple industries, including: telecommunications, automotive aftermarket parts, automotive service, home mortgage/refinance, personal loans and hospitality / restaurant • Negotiated and purchased online media most appropriate for the client’s strategy across online media channels: flash and rich media display banner ads, paid search (SEM), affiliate, email list rental, social media, and mobile • Monitored performance and optimize online campaigns by utilizing the following tactics: changing campaign parameters, renegotiating media rates, testing additional placements, switching out creative. Outcomes of performance optimization include: o Expanded online campaign for Los Angeles cable client. Resulted in sales calls at 50% lower than cost-per-call of goal o Based on success of Los Angeles cable client, added San Diego cable client division to billings. During 6-week test, optimized eCPA down by 85% o Planned, set-up and managed a Gen Y targeted campaign test for automotive services client. Display ads generated 0.16% CTR and mobile placements generated 10% coupon redemption rates o Optimized regional cable client’s campaign to beat eCPA goal by 30% o Personal loan client campaign generated leads at 10% under target eCPA • Managed website SEO efforts for automotive services client. Includes analyzing web analytics and using data to optimize web site with new web pages and updates to content • Setup and managed social media presence for automotive services client. Social media presence includes Facebook.com Fan page, Twitter profile, and YouTube channel • Key member of agency new business pitch team crafting proposals and presenting to prospective clients, responsible for online advertising and marketing new business • Expanded interactive team by hiring and training coordinators