Experience
Tractive Digital Marketing Performance Manager - Social Media
February 2021 - Current, Linz, Austria
Restructure Facebook Business Manager account and expand FB and IG advertising from 5 to 17 European markets
Identify high-quality audiences across prospecting and retargeting channels resulting in a 228% increase in sales and 111% increase in subscription activations YoY
Responsible for over 200K € in spend monthly across FB and IG channels
Grow overall channel revenue by 115% YoY generating +110K € in 2023 by targeting new markets, optimizing top performing placements, and testing promotional offers for returning users
Build, analyze and monitor campaign performance daily across 14 languages and strategically plan monthly high-value marketing deal campaigns (i.e., Amazon Prime Deals, Black Friday, Cyber Monday)
Team Lead of 1: training individual from intern to full time employee on social media landscape and Facebook advertising
1:1 weekly meetings: conduct personalized sessions with individual to discuss progress, identify challenges and establish clear goals for improvement
Team interaction: engage with individual to address immediate queries and provide guidance and ensure alignment with project objectives
Project Manager/Owner:
Spearhead an incentive program to maximize retargeting conversions: Conduct A/B tests across 7 markets with non-discounted, 20% and 30% discounts. This initiative led to an 144% surge in retargeting conversion rates
Strategically plan, set up, and launch campaigns, employing targeted audience segmentation, regional optimization tactics and device spend share allocation. This approach yielded a substantial 30% increase in sales across all new markets
Innovate Social Media through creative testing: Lead a creative design revamp through channel specific directives and developing new user generated content
Continually implement AB testing practices to improve audiences and creatives: utilized user generated content to create highest grossing Facebook video resulting in over 2K tracker sales in 4 month period
TikTok advertising: Plan, develop and implement campaigns within new social medium. Create campaign roadmap, identify testing budget, collaborate with top creators and develop in house creatives before launch to identify top-tier ad engagement on platform
Branded Sem account developer & Apple Search Ads Global Specialist - trivago
January 2020 – May 2020, Dusseldorf, Germany
Oversee 13 Branded Search Engine Marketing (SEM) locales and 45 Apple Search Ads (ASA) markets globally
Set up, monitor and optimize 130 SEM campaigns and 180 Apple Search campaigns
Drive automation efforts and communicate performance to stakeholders as the operational point of contact
Grow SEM performance of the markets to reach KPI goals and generate +4.5 Million € in revenue in Q1
Generate over 153K € in revenue in Q1 across Apple Search Ads Campaigns
Improve campaign structure and determine global strategy to meet target KPIs through in-depth analysis of market performance on daily level
Forecast yearly spends and budget allocations based on historical data and advertising goals
Monitor brand infringement, competitor and affiliate activity to protect branded traffic
Content Marketing Distributor - trivago
October 2019 – December 2019, Dusseldorf, Germany
Drive click-out and booking conversions to trivago landing pages by distributing online magazine content via Facebook Business Manager (B.M.)
Create, execute, manage, and analyze English speaking market (US, UK, CA, IE, & AU) and Brazil, connecting upper funnel users with our trivago magazine content
Improve YoY revenue contribution levels in North America 3% by identifying spend inefficiencies and improving account structure while increasing bookings by 45% in the US
Influence Q4 seasonal content distribution through analysis of historical performance to optimize content coverage potential and collaborate with content creators to launch 50+ campaigns
Enrich audience learnings through testing, optimizing retargeting audiences, and determining optimal device spend share
Display, Email & Affiliate Marketing Specialist - trivago
January 2017 – September 2019, Dusseldorf, Germany
Transition into lead role of the US market overseeing overall performance and a team of three to steer positive US contribution and profitability of 115%
Manage Display and Affiliate marketing for the US and South Africa
Responsible for daily monitoring, analyzing and optimizing large scale publishers (Intent Media, Google Display Network, Facebook, Media Alpha, Smarter Travel and Criteo)
In control of over 17M € across markets and approximately 40% of the department's revenue
Grow market profitability 25% YoY by expanding current publisher relationships, onboarding new partners, and testing new campaigns
Manage budgets and forecast performance by adopting a strong KPI focused approach for all marketing activities to optimize effectiveness and efficiency against targets
Regional Facebook Specialist for North America, LATAM and Middle East & Africa
Ensure team of six is fully trained, familiar with Facebook B.M/Adphorous and first point of contact for questions and concerns regarding Facebook
Senior Search Engine Marketing analyst - Cendyn
February 2015 – December 2016, Boca Raton, FL, USA
Execute search engine campaign management for over 30 paid search accounts
Accountable for over $1M across paid search and generated over $15.5M in revenue across client portfolio
Increase client paid search budget bottom line by 10% for 2016
Monitor campaign results, analyze key metrics and optimize click-through and conversion rates to meet client’s goals
Conduct keyword research, competitive data analysis and examine market data to identify trends/opportunities
Optimize keyword visibility/density within on-page content, meta tags, H1 tags and schema markups for hotels
Perform technical SEO website audit for clients covering accessibility, index-ability, on-page ranking factors and off-page ranking factors
Collaborate with Accounts team to create monthly presentations and communicate with clients directly
Customer Relations Manager Internship – Holidog
October 2014 – January 2015, Paris, France
Liaise with 20-40 Holidog clients via phone, email and chat per day
Identify and establish online acquisition channels for new markets in the United Kingdom, Australia and New Zealand
Develop, implement and deliver relocation and new-hire training process for interns
Manage and grow social media presence through intelligent engagement on Facebook and Twitter
Acquire, schedule and post relative content
Organize online charity competition increasing Facebook followers by over 1,000
Edit and proofread blog posts
Skills
5 + years hands-on experience with industry standard digital marketing optimization and management tools: Facebook Ads Business Manager, AdWords, GDN, & Bing Ads
Social Media, SEM, SEO, Display, App, Affiliate and Business Marketing
Analytical mindset with experience in digital tracking tools such as Google Analytics, Tableau, and Looker
Demonstrated ability to lead, motivate and manage team members to achieve project goals
Superior organizational skills, detail oriented, self-motivated and data driven
Proactive in project research, strategic planning and execution with agile mindset
7+ years of client service experience
Excellent verbal and non-verbal communication abilities for effective team collaboration and stakeholder engagement
High proficiency in MS Office, Google Drive, Asana, Trello & Jira
Proficiency in managing multiple tasks, setting priorities and problem solve efficiently in a team environment and independently
Certifications
Google Search Ads
Google Ads Display
DoubleClick Search
Bing Ads
Education
Florida Atlantic University - Bachelor of Science in Neuroscience & Behavior
May 2014 - Phi Kappa Phi Honor Society
Personal
Brcko, Bosnia Youth Volunteering & Cultural Exchange
October 2nd – October 6th 2019
Partner: www.lovevolunteers.org and Svitac Bosnia Organization
Project Goals: provide support for at risk children in Bosnia and Herzegovina while promoting anti-segregation, foster positive relationships between international groups and build at-risk youths confidence
Haldern, Germany Pop Music Festival
August 8th – August 11th 2019
Partner: Haldern Pop Festival
Project Goals: Collaborate with festival staff to provide service to a large international audience through food & beverage service as well as stage management
Tirana, Albania Youth Volunteering & Cultural Exchange
May 10th – May 14th 2018
Partner: www.lovevolunteers.org
Project Goals: provide a safe place for mis-treated animals along with rehabilitation to animals that have been injured and provide essential companionship to vulnerable children and enable inter-cultural exchange