San Francisco, California, United States
Director of Search Marketing at Rippling, focused on paid search, SEO, and AI search. Previously led global SEM for Airbnb, managing strategy and performance for a multi-hundred-million-dollar paid search program. Earlier roles at Tripadvisor and Viator. I combine growth strategy, performance marketing, experimentation, and measurement to build more scalable, efficient marketing systems.
Lead Search Marketing at Rippling.
Lead global SEM operations for Airbnb Stays, overseeing strategy and performance for a multi-hundred-million-dollar paid search program.
I lead global growth and foundational SEM initiatives for Airbnb Stays, managing a team focused on landing page and creative testing, cross-market growth projects, and building the structural foundations for a high-performing program.
Owned and led all growth marketing efforts for Airbnb Experiences, driving impact across SEM, SEO, and customer engagement.
Responsibilities: Ad Creatives - In charge of optimization of paid search efforts through testing, experimentation and customization. Keynote Speaker at SMX West 2017. DSA Optimization. Keyword Coverage Automation. Remarketing audiences analysis and optimization. Landing Pages. Tag audit (using Google Tag Manager).
Merchandising and go-to-market campaigns across multiple channels in top tier Viator geographies.
In charge of site merchandising and leading marketing initiatives for Latin America and key USA regions (e.g. Hawaii, Washington D.C., Chicago, New Orleans) with the goal of maximizing bookings and conversion rates: - Managed site merchandising strategy and partnered with other teams (SEO/SEM; Content; Email; Social Media; Mobile; Video; Business Development) to lead cross-functional marketing campaigns in order to achieve and surpass revenue goals for my regions. - Partnered up with SEM team to maximize conversion and ROI for relevant AdGroups, as well as identifying paid search opportunities. - In charge of reviewing new products to control for SEO best practices and maximizing conversion rates. - Partnered up with Content team for the creation of new site content to be used for SEO, SEM, merchandising, and other strategic initiatives focused on growth. - In charge of product and budget re-forecasting. - Responsible for developing and launching new destinations on Viator.com - from market research to partnering up with Sales team for new products to be contracted. - Partnered up with Product Sales team to generate marketing proposals in order to generate incremental revenue from key suppliers or CVBs. In charge of managing and execution of proposal.
In charge or merchandising and leading marketing initiatives for Viator.com in order to achieve and surpass revenue goals in Latin America and the Caribbean: - Managed site strategy and merchandising in order to maximize bookings and conversion rates. - Created and executed Go-to-Market campaigns for key regions/events and partnered up with Paid Marketing team, Social Media, Email, and other channels to maximize exposure and effectivity for each campaign. - Defined opportunities for AB testing with the goal to improve conversion rates and implemented these via Optimizely. - Partnered up with Sales team to create marketing proposals in order to generate incremental revenue from key suppliers and CVBs. Responsible for managing and execution of proposals. - In charge of reviewing new products to control for SEO best practices and maximizing conversion rates. - Responsible for developing and launching new destinations on Viator.com - from market research to partnering up with Sales team for new products to be contracted.
Marketing and operations for travel startup.