Manager, SEM Lead

Deloitte | May 2022 - Present

• Lead SEM workstreams, including advise and operate activities to drive measurable business results

• Develop and execute SEM strategies across Search, Discovery, App, YouTube, and Performance Max

• Blend online event and offline sales data to optimize campaigns towards high-opportunity customers

• Design project plans, testing roadmaps, and future scope opportunities to drive performance growth

• Integrate with SEO and content workstreams to leverage insights and drive business impact

• Migrate client measurement to Google Analytics 4 to streamline cross-channel data flow

• Lead analyst, consultant, and manager-level team members across all engagements

• Pitch and develop new business across SEM, SEO, integrated search, and cross-platform opportunities

• Identify and capitalize on key growth opportunities to expand existing client relationships

• Mentor practitioners in underrepresented communities via DEI-focused career guidance program

• Participate in LGBTQ+ alliance to network with and mentor practitioners of all levels

• Develop 'Smart Starts' to streamline, refine, and expedite new client onboarding processes

Associate Media Director, Paid Search

Tombras | September 2019 - May 2022

• Guide search strategy across SEM, YouTube, App, Performance Max, and Discovery campaigns

• Lead strategy, operation, and optimization for 20+ clients at $30M in scale

• Oversee a team of marketing strategists, including on-boarding, training, and career planning

• Present digital media plans, updates, and recommendations to stakeholders, clients, and internal teams

• Innovate Paid Search processes and strategy in-line with emerging technologies

• Champion adoption of machine learning and lead execution of custom in-house bidding scripts

• Consult with media department and agency leadership to streamline team process and operations

• Facilitate relationships with vendors to grow relationships, BETA adoption, training, and on-boarding

• Winner: U.S. Search Awards, Best PPC Campaign [2020]

• Winner: U.S. Search Awards, Best Use of Search - B2B [2020]

• Winner: U.S. Search Awards, Best Local Campaign [2020]

• Shortlisted: U.S. Search Awards, Best Large Integrated Search Agency [2020]

• Shortlisted: U.S. Search Awards, Best Small Integrated Search Agency [2019]

Paid Search Supervisor

Tombras | August 2018 - August 2019

• Lead client expansion on active and new business accounts to $15M in annual media spend across Google and Bing

• Generate ROI-focused integrated search strategies and implementation plans across industries, tactics, and KPIs

• Staff and grow a search team, including employee growth planning, annual reviews, and account assignments to handle rapid agency growth trajectory

• On-board Kenshoo/Skai relationship to automate daily campaign management tasks, account for agency growth, and scale alongside rapid client growth

Search Engine Marketing Specialist

Tombras | January 2017 - July 2018

• Execute and optimize SEM/PPC, YouTube, Google Display Network, App, and Google Shopping campaigns at $10M+ in scale

• Test campaign variables, including ad copy, landing pages, keyword bidding strategies, and geo-targeting

• Implement and QA campaign tracking, including tag placement, Google Analytics goal creation, and app SDK integration (AppsFlyer)

• Perform ongoing keyword and search query report research and discovery to identify high-impact campaign optimization opportunities

• Write quality score-focused paid search messaging, including custom data feed ad customization techniques (based on user location, device, etc.)

Digital Marketing Intern

Tombras | May 2016 - December 2016

• Manage all active Paid Search campaigns, including daily, weekly, and monthly optimizations, as well as campaign reporting

• Implement paid social campaigns, including lead generation, awareness, and reach campaigns

• Traffic display campaign assets and tagging in DoubleClick Campaign Manager, including floodlight placement and creative tagging

• Upload FPD lists for paid social and display campaign targeting, as well as look-a-like audience creation

• Generate keyword-rich paid search copy for internal and client approval

• Communicate with internal team members and clients to provide support to digital media team members

• Produce title tags, meta descriptions, and on-site keyword incorporation strategies to enhance organic search presence

• Identify high-opportunity organic search keywords and create on-site content to increase rankings