Paid Media Manager
SmartMedia Technologies, formerly FastG8, was the start of my career in paid media. I was assigned seven accounts ranging from outdoor brands and high-fashion, to bedding and gear accessories. The variety of brands developed my skills as a multi-channel expert in paid media marketing. I specialized in SEM, social media advertising, and analytics/reporting.
Achievements
Each account had unique yearly goals from growth and awareness, to revenue and efficiency. I helped manage over $11m in media budgets for all combined clients in 2022. My largest client grew 13% in gross revenue while maintaining a 4:1 ROAS with paid media support. Another brand focused on new user growth which we were able to increase by 8% in 2022 while maintaining a 44% retention rate for existing customers.
Researched the impact of over investing across branded search terms to rank top of page with every search. At the end of the study, our team concluded that the client was over invested in branded search terms. Spends against branded campaigns was reduced, while revenue maintained at a higher ROAS. Overall, the study unlocked nearly 20% of paid media budget to push towards awareness or generic campaigns while holding performance across search campaigns.
Day-to-Day
Monitored performance across channels for each client and looked for opportunities to drive performance through optimizations. Optimizations included budget shifts, audience creation, keyword research, creative launches/pause downs, copy optimizations, testing into new campaign objectives, consolidation of audiences/campaigns, and more. Continued team collaboration to brainstorm and implement new ideas.
Weekly & Monthly Tasks
Weekly reporting for each client with data-backed analytics to provide support to the overarching strategy at hand. Client communication between Slack and weekly meetings to discuss performance and upcoming marketing launches.
Team meetings to coordinate with other accounts and have a full understanding of company goals and strategy.