Head of Paid Search. 275 per day

Transcription

1 Candidate Name: Job Applied For: Head of Paid Search Rate: 275 per day Key Skills: Notes: Adept at communicating with management, vendors and internal departments to coordinate overall marketing efforts Management of external agencies Budget preparation and management B2B & B2C experienced European and global experience Generating key insight from large data sets Development of key areas for inclusion into paid search audits Achieved KPIs of new customer acquisition Hands on management of Global PPC accounts whilst managing the agency tendering process of PPC and sales checkout solution Advising clients around the implementation of SEO and PPC campaigns in the UK Award winning, talented, results focused Marketing Professional with true Global exposure to Digital marketing and proven record of accomplishment in planning and leading comprehensive digital strategies in support of business goals and objectives. Expertise in directing the creation of marketing tools and steering the execution of global online marketing programmes. Demonstrated success driving growth in European and Global markets through implementation of key projects. Solid leadership skills; able to build and guide topperforming marketing teams. Presented By: Bea Wadsworth ninesharp Marketing or Terms of Business: The forwarding of this CV is strictly subject to our terms and conditions of business as attached and/or displayed on the ninesharp website/client portal. NS CV Cover Sheet V3 15OCT15 ninesharp Ltd, 18 Forlease Road, Maidenhead, Berkshire, SL6 1RU

2 Key Skills Strategic Digital Marketing Planning Measurement of Digital Marketing Efforts European & Global Experience B2B & B2C experience Sharing Best Practices across locales Management of External Agencies Team Building & Management Budget Preparation/Administration Professional Experience Digital Marketing Consultant (contract), April 2015 Present Conducting forensic Paid Search audits for key global clients. Working closely with the client and incumbent paid search agency to review the paid search account activity conducted on the account over the past 12 months activity to establish whether best practice has implemented in line with client expectation. Delivered a forensic Paid search audit for a major brand with a spend of 6M per annum and forensic audit for one of the largest E-Commerce retail with a spend of 100M+ Presentation to clients on key areas of the forensic audit to outline areas of improvement Assisted the development of the Paid search score card Development of key areas for inclusion into paid search audits Generating key insight from large data sets Interim E-Commerce Acquisition Manager (contract), May 2014 February 2015 Originally employed by the venture capitalist arm of the business. Defined and executed the Search Engine Marketing strategy for web sites. Management of uncapped media spend in line with performance KPI s set by private equity partners. Migrated PPC activity in-house from an agency solution in the my first month Employed feed technology partner to manage comparison shopping engine campaigns Generated 38% month on month revenue uplift in the first month Generated 155% month on month revenue uplift on none brand keywords Generated 30% month on month revenue uplift on none brand keywords Expanded reach of PPC to other Geo-locales In-depth analysis of company web sites to identify opportunities for improvement

3 Achieved KPIs of new customer acquisition Assisted in the tendering process to select a new PPC agency to take over once my contract ends E-Commerce Acquisition Manager (contract), September 2013 May 2014 Ownership of PPC and SEO agency relationship. Turned the PPC accounts to a positive ROI position by increasing revenue by 600% on a month by month basis Selection & Management of 3 rd Party agencies for PPC and SEO marketing for the UK Defined strategy for Autumn Winter season Defined the Customer Life Time Value metrics to aid further investment into PPC marketing Regular reporting of campaign and channel metrics to senior management with insights Generation of campaign and channel projections Regular reporting of campaign performance to Managing Director Online Acquisition Manager (contract), April 2013 September 2013 Define the Acquisition strategy on a Global Scale for the product and execute through several Digital channels. Hands on management of Global PPC accounts whilst managing the agency tendering process of PPC and sales checkout solution. Project managing the migration of all PPC accounts and checkout solution to new vendors. Communication to the wider team and C-Level suite on regular progress of projects and performance updates. Comprehensive marketing plan on a Global scale and implementation of campaigns with the support of direct reports and responsibility of a $2 million marketing budget. Working with sites and technical teams to adjust the website structure for better SEO semantic conformity Increased new customer acquisition by 13% in the first month through improved marketing measurement and attribution modelling Drove an additional 100K customers from emerging markets from PPC Introduced new marketing measurement technology to the company Project managed the migration of the checkout to a new vendor which enabled better flexibility of marketing campaigns Increased upsell rates by 8% and cross sell rates by 15% in the first three months Management & mentoring of online marketing executives across various functions of online acqusition Raised company awareness of remarketing / retargeting campaigns Improved relationship with Google through better communication and collaboration

4 PPC Web Acquisition Specialist, Feb 2012 April 2013 Developed and managed the search engine marketing campaigns for the B2C business. Managing a budget of 6 million for the UK and Ireland websites within business performance expectations. Working with internal product teams to identify appropriate price points and products in line with seasonal demands and profit expectations. Working closely the business intelligence teams to identify and implement conversion optimisation strategies. Working closely with 3 rd party agencies to delivery display marketing and PPC campaigns. Working along site the technical E-Commerce Manager to increase SEO page indexing via faceted navigation search. Successfully retained business performance ratios on PPC & Display Marketing whilst increasing spend on a monthly basis Planned and led execution of online advertising campaign that doubled monthly revenue. Working with internal stakeholders to help define product pricing strategy Working closely with SEO teams to come up with a long term pipeline which later resulted in a 33% increase in unique visitors Freelance PPC Manager, June 2011 Feb 2012 Worked for several small to medium sized business including digital marketing agencies working on marketing campaigns and managing teams. Consulting, training and recruiting PPC staff to work on campaigns for a vast array of clients in the UK Selected Contribution: Recruited & trained 5 PPC Supported the managing director to launch a brand new E-Commerce site Launched PPC & SEO campaigns for generating over 500K in revenue Training PPC staff for a Digital Agency in Bulgaria Advising clients around the implementation of SEO and PPC campaigns in the UK Informing clients of missed opportunities around SEO from data and insights gathered from PPC campaigns Training in house SEO teams around off site SEO elements to raise the overall profile of SEO results In House display marketing specialist Group Online Marketing Executive, June 2009 June 2011 Pioneered the in-house migration of 25 global PPC accounts across Europe, Asia and the USA from agency solutions. Introduced & launched PPC marketing across 10 emerging markets for the company. Travelled to company offices across Europe, Asia and the USA to communicate PPC activities to other group members. A key member of the E-Commerce team across Europe, Asia and the USA. Recruited PPC technology providers to aid with tracking and bid management. Managed a 2 million budget globally. Obtained management buy in for a 1 million spend for the UK market

5 Generated a 66% year on year uplift in revenue from PPC Played a key role in winning the award for best E-commerce marketing 2011 Reduced company overheads from the in-house migrated by over 200K per year Recruited PPC staff in Asia and France Senior Search Executive, August 2008 February 2009 Management of PPC for clients in verticals. Managing PPC spend in excess of 300K per month across UK and Ireland. Introduction and development software. Increased PPC spend for clients by 22% whilst increasing conversions by 40% Doubled visitor to conversion rate for both clients via Marin Software Company lead for all troubleshooting during the migration stage Paid Search Account Manager, March 2007 August 2008 SEM Account manager for several client accounts across a broad range of B2B and B2C verticals, responsible for the day of day account management and optimisation of paid search accounts. Lead SEM consultant across the group for all English language PPC accounts. Assisting business development with new client pitches. Identifying and implementing potential grow opportunities on existing PPC client accounts. Maintained all client accounts Increased management fee across all clients by 75% by organic growth of client conversions Education & Credentials A-Levels 2000 HND Business Finance, 2004 Google AdWords Qualified, Marketing Tools Used Kenshoo Enterprise Marin Software Google Analytics Coremetrics SEM Rush Hitwise Intelligent Reach