Expert Details

Expert in SEM; Search Engine Marketing

Expert ID: 736428 Florida, USA

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Expert is a marketing industry executive who has spent years working on both in-house teams and large marketing agencies. He's managed many millions of dollars in monthly marketing funds. Currently in permanent beta, Expert is always learning, improving, and adapting. He is the Director of SEM where his primary responsibilities include leading the Digital Strategy Team, Trading Desk Team, Performance Management, and Creative Team. Additionally, he's responsible for overseeing the company’s vendor relationships and leading the transition to a fully in-house marketing team.
• Respected leader in the digital marketing industry with a history of inspiring innovation & fostering growth
• Established track-record of successfully leveraging multivariate testing to benefit digital media efforts
• Proven success simultaneously managing large teams, SA360, Google Ads, and Microsoft Ads accounts
• Extensive experience leading paid search & creative teams
• Full understanding of HTML, CSS, & several CMS platforms
• Full background in marketing automation
• Facebook Blueprint certified media planning professional

NOTABLE ACCOMPLISHMENTS:
- Lead Effort To Develop Machine Learning Model
Worked with Google engineers and internal team to develop a proprietary BigQuery Machine Learning (BQML) model that leverages user data signals from online and offline properties to predict a user’s propensity to convert and inform SA360’s autobidding.
- Improved Reporting Efficiencies Using Automation
Created an automated reporting system for Terminix which was later adopted company-wide. This resulted in a cost reduction of ~10 FTE employees
- Drove Higher ROAS With Fewer SEM Mangers
Built and launched a restructure for Bloomingdale’s focused on leveraging DSA and RDSA campaigns to capture frequently changing product inventory while improving ROAS by ~35% YoY.

Education

Year Degree Subject Institution
Year: 2013 Degree: B.A. Subject: Business Economics Institution: Florida Atlantic University

Work History

Years Employer Title Department Responsibilities
Years: 2020 to Present Employer: Undisclosed Title: Director, SEM Department: Responsibilities: Lead all SEM efforts across teams responsible for strategy, implementation, and analytics. Lead BQML model development and SA360 integration. Responsible for over $1.5M in monthly SEM spend.
Years: 2018 to 2020 Employer: Tinuiti Title: Senior Paid Search Strategist Department: Responsibilities: Developed SEM strategies for large businesses including Terminix, Etsy, BarkBox, and Bloomingdale’s.
Years: 2015 to 2018 Employer: Next Level SEM Title: Senior Paid Search Manager Department: Responsibilities: Supervised paid search team and launched granular account restructures focused on greater data visibility.
Years: 2012 to 2015 Employer: Market My Market Title: PPC Manager Department: Responsibilities: Managed Paid Social and SEM accounts, and coordinated between SEM, SEO, and creative teams to streamline interdepartmental processes.
Years: 2010 to 2012 Employer: Baker & Zimmerman Title: Marketing Coordinator Department: Responsibilities: Coordinate marketing efforts across channels to make sure company had consistent creative, content, design, etc. Working closely with the web team, tv/radio, and digital.
Maintaining a creative calendar and writing content for the website that followed SEO best practices.

Fields of Expertise

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