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PHONE NUMBER AVAILABLEEMAIL AVAILABLEHighly motivated and results-driven professional with a proven history in performance marketing, media planning, analytics, reporting, modeling, budgeting, forecasting, and project management. Experienced in performance marketing through affiliate networks, aggregator networks, and various paid media channels, including search, social, content, and programmatic display; Radio, DOOH, and OTT. Adept at supporting various business areas, including Consumer/B2B marketing, and e-commerce, finance, product management, sales, and product pricing. I am eager to continue contributing as an industry leader, while fostering the development of others in marketing and analytics. Recruitics, Norwalk, CT (Remote) - October 2021 November 2023 Recruitics is a data-powered recruitment marketing agency with a platform that makes it easy for the worlds leading brands to attract and hire great talent.Senior Manager, Performance Marketing AMP (January 2023 - November 2023) Led efforts as a liaison between the Data Team and AMP Team to implement Looker reporting, ensuring seamless integration and efficient data analysis processes. Collaborated with clients to identify and incorporate key data points into the AMP Algorithm, resulting in improved decision-making and desired outcomes. Established comprehensive reporting for clients, delivering essential KPIs to track progress and align with organizational goals. Developed user-friendly reporting and analytical tools, enhancing accessibility, and enabling stakeholders to review data insights effectively. Responsible for 3 Clients on updated AMP Product (alpha stage):Chewy (Established Client) - Reduce CPA vs PY by 74% Established a model that incorporated the application duplication, paid/organic volume of traffic, and historical application volume needed to control the spend needed for each job/location and not overspend.Sweetgreen (New) - CPA was 78% lower than the established goal. Created a model that took the performance of each location to be able to establish the ideal Goal to provide each of the vendors, instead of the same goal for all vendors and locations.Varsity Tutor (New) - CPA performance was 57% lower than the established goal. Collaborated with client to integrate Recruitics Data with Client Data to be able to measure various points of the Apply Funnel. Supervised Marketing Manager on the AMP Team.Director - Paid Search & Display Media (April 2022 - December 2022) Spearheaded Recruitment Marketing Team - Search, Programmatic Display, and Radio Ads. Managed a team of 9 Marketing Strategists & Analysts across East, Central, and West regions. Oversaw approximately 50 clients with an annual spend of $36M, ensuring effective utilization of marketing budgets and ROI optimization. Conducted audits for largest clients, identifying areas for immediate implementation of best practices.Achieved a 7% increase in spend and 4% decrease in CPA for top 10 spending accounts. Developed and executed targeted strategies to optimize client accounts and maximize ROI. Presented monthly and quarterly business reviews to top-tier clients, highlighting performance metrics, optimization strategies, and growth opportunities. Developed and implemented auditing training programs for junior managers/analysts, enabling efficient auditing of remaining client accounts and adherence to best practices. Senior Manager, Performance Media AMP & Analytics (October 2021 - March 2022) Using Recruitics proprietary product, AMP, clients' jobs were placed across various job boards/sites, such as Indeed, Linked, Ziprecruiter, etc. The clients portfolio of paid media-based marketing campaigns was data driven by past performance. Typically, the driving ROI was the Cost per Application for each location, but at times demand for Applications became the main KPI, so continuous communication with the client was key. Campaign adjustments were made using data insights, which also led to opportunities for our marketing strategy team to take new suggestions back to the clients. Analyzed data and provided weekly key insights & reporting of the clients campaign performance. 1CareerBuilder, Chicago, IL - April 2010 September 2021 CareerBuilder is an employment website, with end-to-end human capital solutions Senior Manager Digital Media Consumer Marketing (January 2015 - September 2021) Managed a $55M annual consumer budget with a media plan that utilized various digital media channels such as Aggregators, Paid Search, Retargeting, Programmatic, Radio, Display, Video and Strategic Partnerships. Identified the key KPI for each media channel. Adjusting budgets, goals and by understanding where each one lies in the conversion funnel helped drive 24% more efficiency in traffic. Utilized Google Analytics to measure at each stage of the funnel and its effectiveness down funnel, especially while testing new media channels and its effects on the B2B Marketing Campaigns. Collaborated with Finance and Sales with budget planning and forecasting to be able to achieve corporate KPIs and department goals. Maintained relationships & discussion with Aggregators so that they understood our goals and expectations. This allowed me to understand their distribution network of jobs and any platform changes that may affect the performance of the campaigns. Worked with a creative agency to develop, create, and test assets on social media. This then helped dictate the messaging, tone, look and feel of campaigns. This then was able to provide us with creative assets to use on media such as online video, streaming networks, TV, audio, and social campaigns. Responsible for supervising the Marketing Manager on my team. Search Marketing Manager Consumer Marketing (April 2010 December 2014) Responsible for managing $2M-$5M annual search budget on Google, Yahoo & Bing. Grew the paid search budget by 60% by end of 2nd year and was able to reduce the cost per applicant by 31%. Brought on Kenshoo (years later switched to Marin) as our campaign management & bidding technology platform. Prior to this internal reporting was being married up with data from the Search Engines to understand the performance& efficiency of each campaign. Implemented general best practices that were not being used, such as Keyword Expansion, Ad Copy Testing and Portfolio Bid Management. Reports were established to measure performance; next steps were identified and implemented. Managed 5 International and 6 Niche sites that were part of CareerBuilders global presence. Performics, Chicago, IL - May 2007 Dec 2009Search and Performance marketing expert for the worlds top brands. Performics is Publicis Media Company. Bid Strategy Manager Search (January 2009 December 2009) Lead Team of six Strategists that were responsible for $210M in click charges and $740M in sales in the retail vertical, as well as $730M in Click Charges for clients with lead generating programs. Budgets and ROI goals were achieved by monitoring of reports and thorough communication with the Strategists as well as the Account Management Teams. These initiatives lead to the standardization of daily/weekly/monthly processes between Bid Strategy and Client Services Team. Managed and utilized outsourcing of projects that in turn freed up Strategists time to concentrate on more valuable client projects. Provided tools and automation of daily tasks for Strategists. Search Operations Analyst Search (May 2007 December 2008) Created and supported tools that improved operational effectiveness across the Search Marketing Team. These tools lead the Search Team to save a minimum of 2 hours per account, per month. Responsible for roll out, coordination and training process of Performics Search Operating Manual. Created tools to track Clients health, progress, account efficiency and program growth. Many of the tools were then adopted as operating processes for the Search Team. Developed reports and metrics to measure account growth as well as accounts health and progress. These reports were utilized by the Search Team, as well as utilized during quarterly client reviews. Developed measurements and methodologies to track the impact of improvement projects. The tools were to grow revenue and manage costs. 2American Ukrainian Youth Association, Chicago, IL - March 2006 May 2007 Youth Organization, Chicago Branch, $1M in Assets, 250+ Active Members Financial Officer & Member of Board of Directors Responsible for all financial aspects of a $1M non-for-profit organization Newark Electronics, Chicago, IL - August 1997 April 2006 Electronics marketing & distribution division based in Chicago, IL Division of Premier Farnell PLC, based in Leeds, England Sr. Business Analyst Electronic Commerce (April 2004 April 2006) Business Analyst-II Electronic Commerce (September 2003 March 2004) Supported two Electronic Commerce groups: Website and E-Procurement. Directly worked with the CEO, VPs (Finance, Marketing, E-Commerce, Sales, Product Management) and Directors in establishing plans to grow the percentage of business being channeled through E-Commerce. Business Analyst-II Pricing Department (February 2003 August 2003) Part of a team that re-priced 500,000+ products competitively and profitably. This team created a semi-automated tool using Excel, Access, & SQL Business Specialist I-II-III - Product Management (August 1997 January 2003) Interacted with departments throughout the company as well as with the VP of Finance and other Finance/Accounting team members in support of the department, and the companys goals. Partnered with Product Management to establish KPIs that assisted in understanding and measuring performance and success. Generated sales, profit, and product mix reporting, as well as ad-hoc reports per Product Managements requests. Education Northeastern Illinois University, Chicago IL - 1992 - 1997 o B.S., FinanceSkills Excellent communication skills, multitasking and detail oriented. Project management skills related to system enhancements, process improvements, and report development. Proficiency with ClickCast, Google Analytics, Google AdWords, Yahoo Search Marketing, Microsoft adCenter, Facebook Ads, SEO, Social, Consumer Marketing, B2B Marketing, Marin, Kenshoo, Basis, Spotify, iHeartRadio Ads, Looker, Google Data Studio, Microsoft Office Suite, SQL Programming Board Member: American Ukrainian Youth Assn. - Auditing Committee Fluent in UkrainianReferences available upon request.3 |
