Summary
A seasoned Online Marketing Professional with a passion for Search Marketing, and a talent for building and growing search marketing teams and technologies. Superb attention to detail, superior excel skills, and a knack for identifying problems and developing solutions. 8 years of Search and Online Marketing experience and over 5 years of management experience. Extensive experience managing multimillion dollar budgets (monthly) on top tier search engines such as Yahoo!, Google, and MSN in addition to small localized search campaigns. Unique talent for combining both search marketing and technology skills to develop and expand products and systems. Knowledgeable in SEO, social media, mobile, display, behavioral targeting, CPA, and affiliate marketing.
Specialties
search engine marketing (pay-per-click, CPC, paid search), search engine optimization (SEO), website tracking and analytics, data reporting and analysis, media trafficking and ad serving, web design, system development (non-programming), project management
Experience
Manager, Search Media
March 2010 – Present
Developed short term and long term strategies for locally focused aspects of the Hilton account, presenting concepts and strategies to C-level executives.
Manages team of Sr. Contributors and Contributors, and oversees day-to-day management of over 1,400 localized campaigns, which includes bid management, ad copy strategies, and keyword development.
Develops marketing intelligence reporting and analysis for budget management and ROI optimization.
Facilitates all monthly financials, billing, and budgeting analysis as it pertains to Hilton Paid Search.
Facilitates an Engagement Management type role by defining and managing team expectations regarding scope of work and responsibilities, while also maintaining strong client relationships.
Lead the process for new SAAS platform integration, and is the SME for all tracking and analytics.
Designs and performs campaign/line of business analysis, interprets results and develops recommendations for internal and external stakeholders.
Provides integrated marketing analytical solutions for customer and channels to improve client decision-making.
Collaborates with clients to develop clear business and measurement objectives.
Develop presentations for both internal teams and clients.
Sr. Manager - WebReach Process & Development
August 2007 – April 2010
Leds WebReach search marketing team of 40+ people, which focuses on local and nationally targeted search and display campaigns of $400 - $100,000 per month.
Rebuilt, expanded, and trained WebReach department and redefined product definition to be more competitive with other major SEM offerings in the marketplace.
Oversaw the development and implementation of ongoing search engine marketing strategies.
Traveled to various locations nationwide to conduct WebReach product information sessions to members of the Yellowbook sales force to help increase overall product knowledge and generate more qualified sales on the WebReach product.
Worked directly with IT, Marketing & Web Development teams in identifying emerging trends in the search industry to develop enhancements for system and product changes and implement process changes.
Oversaw the internal tracking and database methods to ensure high levels of data integrity.
Oversaw the ongoing development and implementation of effective strategies including media mix, bidding, keyword optimization, landing page optimization, etc.
Actively tested ads, keywords, and landing page designs to improve traffic volume and ROI for local SEM campaigns.
Provided summary reporting and updates to various groups, including the executive management team, on the results of the search engine marketing campaigns, and department financials.
Developed and implemented strategies to replicate successful results for individual campaigns and vertical categories to improve results of campaigns on a very large scale.
Senior Manager of WebReach
August 2007 – April 2009 (1 year 9 months)
Led and supervised the SEM Analysts and Campaign Editor teams.
Oversaw the development and implementation of ongoing search engine marketing strategies.
Worked directly with IT, Marketing & Web Development teams in identifying emerging trends in the search industry to develop enhancements for system changes and implement process changes.
Oversaw the internal tracking and database methods to ensure high levels of data integrity.
Oversaw the ongoing development and implementation of effective strategies including media mix, bidding, keyword optimization, landing page optimization, etc.
Actively tested ad create, keywords, and landing page designs to improve volume (impressions and clicks) and ROI (CTR, Conversion Rate, Cost per Action) for local SEM campaigns.
Used advanced analytical thinking and tools to guide the development of the search engine marketing campaigns.
Provided summary reporting and updates to various groups, including the executive management team, on the results of the search engine marketing campaigns.
Developed and implemented strategies to replicate successful results for individual campaigns and vertical categories to improve results of campaigns on a very large scale.
eMarketing Manager & Webmaster
July 2006 – August 2007 (1 year 2 months)
Developed and executed cost effective eMarketing programs that met the goals and objectives of the University. Analyzed performance data to develop campaign performance optimization tactics, and worked with search engines and paid search management tools to execute those tactics. Actively tested and analyzed keywords, advertising copy, landing pages, and positioning to increase ROI and drive volume.
Maintained and edited website content, inquiry form database, and application system. Designed and implemented partner websites and microsites.
Conducted strategy sessions with the CEO and Marketing Director to help build brand awareness, and utilize offline marketing efforts to promote our online marketing efforts.
Director of Paid Search Marketing
October 2002 – June 2006 (3 years 9 months)
Developed and trained Paid Search department. Researched and implemented advanced tracking systems and 3rd party ad serving technology. Performed buying and planning efforts for CPM and CPC media campaigns.
In concert with Executive Management, devised plans and programs to develop staff members through various training programs. Performed departmental budget management and forecasting. Worked with EVP of Business Development to ensure company SEM revenue objectives were met.
Worked with Account Managers to develop reports, and present data on a recurrent basis. Developed and managed initial bidding strategies for all search campaigns. Analyzed performance data to develop campaign optimization recommendations for Account Teams. Worked with search engines and search management tools to execute those recommendations. Monitored performance of Search campaigns on a daily basis; managed to client's target metrics and monthly budgets. Resolved high-level issues with clients.
Recommendations
Manager, Search Media (equivalent to Associate Director in most organizations)
Organic
“Desirea is one of the most knowledgeable search experts I know. Her expertise includes strategy, tactics, and ongoing optimization. She is very dedicated to her work and delivers exceptional performance for every campaign she creates or manages.” November 28, 2011
Steve Kerho, SVP, Analytics, Media and Marketing Optimization, Organic Inc.
managed Desirea indirectly at Organic
“Having worked with Desirea for over a year and a half, I can say that her work during that time was always of the highest quality. She's a search expert who can manage highly complex (and sometimes frustrating) paid campaigns and effectively drive performance. Her expertise is exceeded only by her patience and willingness to get the job done well. As many times as I threw a myriad of projects at her, she always delivered on time. I would welcome the opportunity to work with Desirea again.” October 28, 2011
Top qualities: Great Results, Expert, High Integrity
Christopher Burgess,
hired Desirea as a SEM management in 2010
Director of Paid Search Marketing
“Desirea is one of the best Paid Search strategits in the business. I learned a great deal from Dez during her tenure at Unreal Marketing. Dez is an exceptional problem solver and strategic thinker. I recommend Dez for any position within the interactive marketing space.” July 18, 2007
Clay Gillespie, Executive VP, Client Services & Business Strategy, UnREAL Marketing Solutions
worked with Desirea at UnREAL Marketing Solutions
“Desirea helped me jump start my career in interactive marketing. She is a great mentor and taught me how to succeed in online paid search. She is extremely detailed oriented which made her excellent in teaching me process and helping me understand how things fit together. Desirea is very creative and is always coming up with innovative ideas. She is self motivated and always expanding her knowledge base making her a very valuable asset in the fast paced internet industry. I hope to work with her again in the future, she is truly an amazing and multitalented individual.” July 14, 2007
Gina Ermilio, Manager of Paid Search Marketing, UnREAL Marketing Solutions, Inc
reported to Desirea at UnREAL Marketing Solutions
“Desirea is a genius when it comes to managing paid listings online. Dez invokes intellect, patience, technical skills and more to fulfill client committments. When it comes to executing successful plans, no one outshines Dez.” July 6, 2007
Adam Moskow, VP, UNreal Marketing
managed Desirea indirectly at UnREAL Marketing Solutions
“Desirea is without a doubt one of the most remarkable people with whom I've worked. Her work ethic is tremendous - she will work until the job is done PERFECTLY. She is also meticulously detailed without losing sight of the big picture. And I should mention that she is a search marketer without parallel. When I doubt my agency and internal contacts, I call Desirea to give me the real story - and she's right 100% of the time. As a person, Desirea is honest and extremely intelligent. She is also an extremely eager and rapid learner who enjoys sharing her knowledge. There were many evenings she took the initiative and time to train new recruits in reporting systems and more advanced Excel functions (she's an Excel whiz). I would work with her again in a heartbeat, and even placed a portion of my search budget in her hands when I went client side. Needless to say, the results were fantastic . . . as always.” July 4, 2007
Terrell Holmes, Director, Client Services, Unreal Marketing Solutions
worked with Desirea at UnREAL Marketing Solutions
“Dez is both highly motivated and multi-talented. During her time at Unreal Marketing Dez was the master of Paid Listings Management. She showed an incredible ability to not only pick up new skills and concepts quickly but also manage every detail effectively. I highly recommend Dez for any position in Search Engine Marketing.” July 3, 2007
Rob Young, Director of SEO & Affiliate Marketing, UnREAL Marketing
managed Desirea indirectly at UnREAL Marketing Solutions
- Honors and Awards
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Ranked 15th overall in the Biggest Search Geek 2.0 contest out of over 1,200 search marketers nationwide. - March 2009
Led WebReach team to win the 2009 Google Reseller Operations award announced at the 2009 Google Reseller Symposium - June 2009
Microsoft adExcellence Certification - 2009
Google Advertising Professional Certification – 2005, 2006 and 2007
Yahoo Ambassador Certification – 2005 and 2007
Sat on advisory board for Yahoo! (previously Overture), Google, and MIVA (previously FindWhat). - 2003 to 2004
Received certification from Yahoo’s Editorial division in 2003.
Received first prize in Yahoo Search Marketing’s Q1 2005 Growth contest (increased Paid Search revenue by 53% over Q4 2004).
