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Manager Social Media

Los Angeles, California, United States
February 20, 2018

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Ugo Michael Ibe

***** * ********** **. **********, AZ, 85254


(M.B.A, Microsoft Adcenter Certified, Adgooroo Certified, Google Adwords Certified)

Highly accomplished, data and customer driven digital marketer with experience in customer acquisition strategies through acquisition channels (SEM,Social,PLA,SEO,Remarketing,Display,Retargeting), analytical problem solver, leader, cross-team collaborator and project manager


Highly motivated self-starter with excellent analytical, communication, decision making and organizational skills. Adept at running multiple tasks and meeting deadlines in high-pressured environments

Strong leadership experience coupled with in-depth knowledge of building & monitoring acquisition marketing channels

Collaborative team member who can quickly adapt to new working environments and tasks

Enthusiastic, creative and willing to assume increased responsibility. Experienced prioritizing projects for short and long-term goals

Ability to analyze business needs and develop appropriate strategy to yield desired results within set budget


Applications: MS OFFICE (Word, Excel, Access, FrontPage, Outlook, PowerPoint, Project), P&L Statements, Nielsen Online Data, Spot Management and Placement, Marin, HTML, Java, Dreamweaver, SEO tools, Google AdWords, Google Analytics, DART for publisher, Wordtracker, Adobe tools (Omniture Search Center, Site Catalyst, Genesis), Microsoft AdCenter, Basecamp, YouTube, Richmedia, Google Display Network (GDM), Affiliate marketing, Display Marketing, Social, webmaster tools, IBM coremetrics, Sharepoint, Endeca onsite search, Ecommerce marketing, ATG, PLAs (Product listing ads), Mobile Marketing, HP Quality Center, Google Merchant Center, Bing Merchant Center, Tealium Tag Manager, Grouphigh, Trackmaven, Sproutsocial, Nuvi, Facebook ad manager, Atlassian Jira, Astute products, Spreadfast, Sprinklr, Snapchat, Influencer marketing, Opendorse, Public Relations, Wrike, Invision, Moz

Training/Knowledge: Digital Marketing, Project Management Institute (PMI), Methodology and Processes, Risk Management, Leadership, Team Building and Public Speaking


Northeastern University - CXOMagazine Boston, MA

Social Media Manager (Remote Contract) Feb. 2018 – present

Responsibilities include developing the social media strategy for Northeastern University industry expert magazine on cybersecurity

Developed and managed social media calendar for CXO magazine initiatives

Utilized Sprinklr and Little Bird for content publishing, influencer marketing and community engagement

Leveraged social media insights from CXO Magazine campaign to update and change copy messaging, creative assets and content repository

Collaborated with teams across Northeastern University on multiple projects utilizing slack platform

Broadband Dynamics Scottsdale, AZ

Digital Marketing Manager (Contract) February 2017 – present

Created and led website redesign for Broadband Dynamics, from development of user stories to website code restructure and deployment

Developed and created all successful digital marketing plans and strategy

Recruited, hired and onboarded two digital marketing ad agencies for the execution of planned digital marketing strategies

Oversaw web development agency, from new site design look & feel, code refresh, SEO updates (meta description and Title), analytics tagging etc.

Managed the day to day relationships between external agencies partners and internal stakeholders

Revamped and created all social media channels, which increased likes, shares and engagement for the brand

Collaborated with internal sales team as well as external sales teams regarding the development and execution of new sales and marketing campaigns and strategies

Oversaw marketing content development being used across web and social properties in an effort to drive continues lead generation efforts

P.F. Chang’s Scottsdale, AZ

Senior Social/Digital Marketing Manager (Contract) August 2016 – Nov 2016

Led social and digital initiatives for all 214 P.F. Chang’s locations across United States

Managed a team of 5 in the successful deployment of digital campaign initiatives

Revamped and rebuilt social customer service monitoring initiatives, utilizing Nuvi and Sprout Social

Led digital agency team of 6 in execution of both social and digital campaigns, monitoring and reporting on campaign performance to C-Level executives

Managed email team in the execution and deployment of loyalty and pre-loyalty email marketing campaign initiatives

Collaborated with PR team on new store initiatives as well as promotional marketing projects

Led various test and learn initiatives within social and digital, introducing new ad units utilized within display and retargeting, new social media tests and partnerships with Grouphigh and Snapchat etc.

Worked cross functionally and collaborated with content manager and creative team in the execution of blog posts benefiting SEO, engaging content and video which drove high interaction rate and sentiment within social as well as compelling imagery which drove high CTR in display and retargeting campaigns

Recruited and collaborated with lifestyle and coupon influencers to announce P.F. Chang’s promotions and coupon codes, through blogger outreach and pitching utilizing Grouphigh influencer tool

Partnered with IT and monitored IT projects utilizing Jira project management tool for successful scrum and site deployment

Led the most successful marketing campaign in P.F. Chang’s called “Free Sushi Day” which drove the highest traffic and comp sales in P.F. Chang’s to date.

Restructured paid search marketing campaigns, revamping ad copy, keyword and sitelink strategy as well as introducing P.F. Chang’s into a new search engine, Bing, as an added tactic in driving traffic and awareness to

The Joint Chiropractic Scottsdale, AZ

Digital Marketing Manager April 2015 – June 2016

Managed national digital strategy, integrated local market planning and analytics for this mid-stage, high growth, newly public multi-unit healthcare franchise retailer

Reviewed and restructured digital marketing programs not limited to SEM, SEO, Social to engine & platform best practices which led to better reporting, budget analysis and growth of digital new patients month over month

Optimized paid search as well as social media campaigns for all company owned units as well as franchise units, adjusting ad copy, sitelinks, display campaigns etc.

Participated in the evaluation, selection & contract negotiation

Led digital agency team of 10 in the planning & execution of our one voice national digital strategy, grand openings and market plans for over 320+ clinics across 28+ states which includes but not limited to SEM, SEO, Email, Remarketing, and Social

Educated and led meetings with franchise owners discussing the benefit of a centrally led digital marketing program which in turn grew new patients for franchise as well as company owned chiropractic clinics by 35% year over year

Created soft and grand opening best practices that was utilized by multi-unit and new franchise owners during clinic openings

Led field marketing agency in the purchase & reporting of OOH marketing tactics which included but not limited to Radio, Billboards, transit ads, direct mail etc. creating buzz and awareness for clinic soft and grand openings

Created and built out new patient trend data which showed seasonality trends for the system as well as the effects of promotions, pricing and doctor recruitment for franchise and company clinics. Data created was used in board of directors and franchisee monthly meetings

Developed, nurtured and managed PR agency in the creation, dissemination and gathering of press release coverage which includes but not limited to pitching to TV stations, magazine, radio, editor news releases on PR newswire needed for new the Joint Chiropractic clinics owned by franchisees as well as company units which created buzz for clinic soft & grand openings as well as acceleration of new patients and revenues for the clinic.

Led test and learn programs for this young start up organization which led to the establishment and growth of our paid search campaigns into a new search engines, Bing & Yahoo as well as new marketing tactics such as display with Yahoo Gemini & remarketing with Perfect Audience

Project managed and led IT deliverables as it relates to digital marketing from reporting to vendor code deployment in testing and production environment

Coached and mentored new hires as well as regional franchise managers, district managers, regional developers, field marketing specialists on digital marketing initiatives for company clinics and franchise owned clinics

Monitored and addressed both positive and negative reviews on corporate customer portals, social and Yelp pages as it relates to patient visits, experience and well-being post chiropractic adjustments given

Created and continuously updated all clinical websites, adding general clinic pricing information breakdown, doctor bios & headshots of all doctors working in the clinic, hours of operations, offer gate as well as clinic social links

Created interactive curated content that ran across all The Joint Chiropractic social properties which increased customer engagement and interaction across multiple channels and customer touch points

Worked closely and collaborated with Off-site web development team on site refresh and redesign as well as mobile sites to improve overall look and feel as well as bug fixes that enhanced functionality

LTD Commodities Inc CHICAGO, IL

Supervisor, E-commerce Search Marketing May 2014 – Jan 2015

Recruited and Reviewed 5 top ad agencies to assist me in building & running SEM, PLA, Remarketing for search ads, CSEs & SEO programs for LTD and Lakeside Collections within set multimillion dollar budget

Daily management of digital ad agency which includes weekly/monthly meetings, discussions of SEM, PLA, Remarketing & SEO strategies, prioritizing timelines as well as goals for the program and budgetary breakdown

Managing and coordinating deliverables with ad agency which included reporting deliverables, launching of new campaigns and keywords, launching of new vs existing customer breakdowns, PLA campaign launches, feed optimizations for Google shopping engines, Bing PLAs as well as comparison shopping engines.

Working cross functionally with IT, Buyers, Merchandizers, Promotional team in order to call out the right promotions, sku details, shipping charges & promotions with Google PLA and also analytics team to understand who our existing customers are, who our new customers are and comparison of revenues coming from each marketing channel.

Working with my CEO, Director of ecommerce who I reported to as well as VP of sales and marketing to go over program goals, as well overall performance of each of my marketing channels in comparison to last year, taking an in-depth look as to how the programs are driving revenue for the overall business

Built acquisition programs from the ground up for the two LTD brands, LTD commodities and Lakeside collections as well as introducing customers from the merged brand, ABC distribution, to LTD commodities.

Coming into my role, I led and drove the build out of our non-brand program growing non brand revenue Year over Year from $14K in 2013 to over $3.3Million in 2014 while maintaining an efficient ROI goal

Monitoring performance for both brands hourly, daily, weekly, monthly to make sure the right keywords were running or paused when items sold out from the site, the right promotions were being advertised in text ads as well as PLAs across the search engines

Presenting performance monthly to the CEO, outside vendors like Forrester’s to get further recommendations on how to grow my programs for 2015

Attended conferences like Internet retailer, went to agency lunch and learn sessions to get an understanding and learn what other retailers are doing in the industry to see if I could apply those learnings in my marketing channels. Attended Google webinars as well as agency webinars to get strategy, black Friday recommendations, back to school insights to help grow my programs.

Managing a multi-million dollar budget for my marketing channels, making sure they were funded right while achieving efficient returns on ad spend/investments

Leading various educational sessions within the company amongst buyers, directors, CEO etc. to educate them about the importance of digital marketing as well as giving the buyers and merchandisers, visibility into category and sub category performance within my channels. Insights from these types of meeting led to category sku expansions which led to revenue growth

Working cross functionally with other marketing channel stakeholders affiliate marketing manager and email marketing manager to make sure feeds were optimized correctly as well as promotional call out being similar to what email was advertising in order for us all to achieve uniformity when promoting

Partnering with the social team at the agency for blogger outreach initiatives. Reaching out to influencers in the blogger space to help boost our brands presence and awareness within Social and also boost SEO rankings. Partnered with bloggers such as gloriouslymade, like a dad, a dad first etc. during key seasonal periods.

Working with ad agency SEO team to help grow SEO program YoY which included content refresh, working with IT on release updates for the site, collaborating with SEM search team on overall page dominance on the search engine results pages.


Online Marketing Manager/Sr Consultant, Search Feb 2013 – May 2014

Launched and maintained programs to support new products, store launches, promotions and vendor projects

Contributed to increased web traffic (60%+) through SEM, PLA, Affiliate, social media & SEO efforts highlighting promotions that were live on the site

Day-to-day management of paid search agency team: providing budget updates, insights, account strategy, copy approval, link updates, promotional cadence and campaign recommendations

Managed and trained digital marketing coordinators as well as agency paid search & seo managers on program strategy, account expectations, promotion process and more

Provided IT support which included quality assurance, testing tracking pixels to ensure revenue generators and conversions on the site are reported properly

Vendor funding program manager: lead online strategy meetings for all vendor funding efforts, secured vendor funding budgets from HP, Epson, Brother, 3M to run their products across website and in marketing channels, creating customized proposals and recap decks, manage implementation of promotions to meet campaign objectives

Developed strong working relationships and communication with digital merchants, buyers, retail marketing and vendors such as Google, Yahoo/Bing, Yelp, IBM coremetrics and agency partners to ensure proper alignment campaign strategy

Performed daily quality checks on ads across all partner sites to ensure proper implementation of campaigns and suggested optimizations, additions and revisions

Presented strategies and recommendations to high level executives (VP of eCommerce, EVP of eCommerce, SVP of retail marketing) on account performance, strategy for holiday, beta recommendations, recommended traffic driving promotions for retail stores and more

Performed various test and learn initiatives to help drive traffic to the site and also understand who the officemax/officedepot customer is and how they shop across devices using customer lifecycle analytical data

Led numerous strategy meetings with agency SEO teams & onsite search team to ensure and foster better onsite search experience through keyword uploads, onsite content, relevancy, phrasing, mapping

Assisted in the management of a multi-million dollar digital marketing budget making sure each marketing channel received appropriate funding for the fiscal period and was reported accurately

Led digital training sessions with retail and digital merchants& buyers, walking them through trends in the digital space which in turn helped the merchants in planning and budgeting for their categories

Partnered with Top affiliate networks during vendor funding projects to make sure all vendors received visibility across top technology affiliates.

Ran and managed OfficeMax/OfficeDepot promotions across all social platforms, twitter, facebook sponsored ads, Google plus, adwords, bing ads etc

Facilitated strategy efforts and recommendation during the beginning stages of merging both brands together OfficeMax and OfficeDepot

Managed two ad agencies, Rosetta & Impaqt putting together powerpoint presentation decks, budget recommendations, strategy decks on how we would merge and introduce customers to the new merged brands. Presented all these with insights to the newly appointed VP of ecommerce to give a clear understanding of the SEM/SEO programs.


Account Manager May 2010- Feb 2013



Performed quality assurance of current campaigns with an eye on appropriate tracking implementation and account structuring

Developed and managed social media marketing campaigns for Lexus, effectively driving brand awareness, engagement and traffic to social media outlets

Developed and managed reporting teams in New Delhi India for all Lexus & Kohl’s reporting

Managed and trained associated account managers on account structure and daily tasks

Provided support to Account Directors and Senior Search Managers in the trafficking. Quality Assurance and implementation of strategies across all Lexus accounts

Led bid strategy meetings for all Lexus & Kohl’s account, implementing most effective ways to allocate budgets across Lexus campaigns

Managed Insertion Orders across all publishers to ensure details of campaigns are communicated closely with publisher’s reps and ad operation teams

Developed working relationships with 3rd party vendors such as Brightroll, DFA, Pointroll to ensure correct tagging of Lexus or Kohl’s sites

Performed daily inquires of ads across all publishers to ensure quality assurance and implementations of campaigns for ongoing optimizations, additions and revisions

Analyzed final results from compensated search engine advertising and marketing efforts to recognize prospective possibilities for enhancements in keyword management


Paid Search Marketing Specialist March 2007- April 2010

CLIENT: American Family Insurance

Supported Media Director and Search Managers – assisting with proposals, research, strategy, and data collection.

Setup, create, and launch new accounts.

Responsible for presenting forecasts, strategy, budgeting/pacing, campaign creation and completed program analysis

Managed the search marketing accounts for American Family Insurance on Google, Yahoo, YouTube, AOL and Adobe’s search center

Led weekly media meetings with Account Management teams at Google, Yahoo, AOL and Adobe

Optimized Accounts: keyword mining, negative keyword list, bidding, day parting, ad copy, and targeting

Created on-going targeting recommendations based on audience composition analysis and geographic campaign requirements

Built complete online marketing strategy, including websites, landing pages, funnel analysis, multivariate testing, and analytics


Assistant Account Executive/Research Analyst February 2004 - Jan 2007

CLIENTS: GroupM, Mindshare, Starcom, ESW, Kelly, Scott & Madison, Zenith, Tower Media, Eicoff

Managed media books and invoices of over 20 TV stations and agencies to ensure continuous client satisfaction which included planning, developing & coordinating various research activities to identify customer demographics and trends to enhance products and services

Analyzed exact shares and competitive rates received between each station across various markets

Researched client program buy ins using Nielsen and MediaLine to ensure proper program performance, efficiently resolving discrepancies between stations and agencies

Consulted with account executives on the development of media coverage, organizing and formatting data to be delivered to agencies and stations for planned media coverage

Conducted research to determine customer trends. Compiled and coordinated the collected data; analyzed results and prepared reports for Account Executives and Sales Managers

Assisted media buyers, Regional Managers, Account Executives to discuss cost and booking of advertising space

Researched Nielsen Overnights to effectively and proactively manage posting process used to indicate missed spots, analyze rotations to ensure proper delivery to media buyers and supervisors

Interacted with internal sales teams and external clients at advertising agencies to ensure successful advertising campaigns

Revised and supported teams with campaign changes and updates during the flight such as added value add to schedule

Established strong business relationships with media buyers/planners and national sales managers

Handled traffic and invoice schedules to ensure proper management of advertising campaigns. Training & developing new assistants/analysts using Nielsen and spot trafficking platforms



Undergraduate – BA Finance


MBA concentration in Business Management


Project Management Certificate from Loyola University

Microsoft AdCenter Accredited Professional

Adgooroo Certified

Google Certified (Advanced & Fundamentals)

References Available upon request

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