Digital Marketing

SALVATORE R. LOPICCOLO

**** **** ****** *******, ** 11793

Cell: 516-***-**** 516-***-**** *********@*****.***

DIGITAL MARKETING & ANALYTICS

Results-oriented, digital marketing professional with proven success in strategy/planning, analytics/reporting, multi-touch attribution and strategic partnerships. Highly experienced in:

- Search Engine Marketing & SEO - Planning & Analysis - Display, Social & Affiliate

- Data Management Platforms - Test & Learn - Direct Mail/Email

PROFESSIONAL EXPERIENCE

Ai MEDIA GROUP, New York, N.Y.

Sr. Digital Analyst, June 2018 – August 2018

Supported Sales team with detailed analyses of digital campaigns. Provided multi-touch attribution insights including average number of touches to conversion, days to conversion, path/channel to conversion and mobile/desktop usage by user. Compiled reports for quarterly business reviews, weekly/monthly client calls or ad hoc requests. Worked with development team to create new reports and/or enhance existing report formats, content and usability.

Team Strategist, January 2018 – June 2018

Developed custom digital marketing proposals and media plans to grow revenue from new and existing accounts through partnership with Sales team. Worked closely with SEM/Tech team and media partners to optimize performance of 20+ accounts to ensure monthly sales goals are being met. Identified emerging media and evaluated new vendor relationships. Standardized account deliverables and developed new opportunities to monetize agency services. Advised junior staff on best practices, digital vendor landscape, targeting technologies and media testing.

Results & Accomplishments:

Launched over $300K in new or ‘upsell’ business in six months from marketing proposals personally authored

Developed new account level report to more quickly analyze Cost Per Order results vs goal in greater detail

Improved programmatic tracking efforts by adding unique DCM creative-placement identifier in URL report

CABLEVISION/ALTICE USA, Bethpage, N.Y.

Director, Digital Advertising & Media Strategy, December 2015 – December 2017

Developed audience level strategies and plan metrics for all media channels for the Optimum and Suddenlink brands. Utilized multi-touch attribution and marketing technologies that centralize and leverage data to better understand the customer journey to conversion. Launched tests in direct mail, email and digital media/website and applied insights into planning. Uncovered opportunities for vendor consolidation and cost savings. Supervised staff of up to three.

Results & Accomplishments:

Transitioned data management platform (DMP) from agency to in-house for greater control and insight

Lead transition from seven separate media agencies to one single agency for increased operating efficiencies

Reduced media cost per sale by 18% by implementing multi-touch attribution model insights into media plan

Director, Digital Advertising & Integrated Planning, January 2013- December 2015

Responsible for promoting Optimum services through digital advertising tactics including search, display, mobile, affiliate and social. Collaborated with digital partners such as Facebook, Twitter, Adobe and Google. Developed audience level strategies and plans for General Market/Residential, Multi-Cultural and Commercial lines of business. Supervised staff of four.

Results & Accomplishments:

Improved display advertising CTR and cost per sale by 20% from enhanced targeting of prospects

Reduced direct mail postage CPP by 15% through migration to single stream digital printing technology which resulted in $2MM+ annual savings

Lead RFP, vendor selection and onboarding of Adobe Marketing Cloud platform products

Marketing Plan Manager, January 2006 – January 2013

Planned, executed and analyzed online and traditional media campaigns. Expanded programmatic display, social, mobile and online video tactics. Managed mass marketing production budget. Presented bi-weekly Program Review report. Increased PPC search orders by 40% and reduced CPO by 25%. Introduced SEO tracking tool to measure success metrics and increased high ranking keywords by 30%. Supervised Marketing Analyst and online agencies/vendors.

SALVATORE R. LOPICCOLO

CENDANT CAR RENTAL GROUP (AVIS & BUDGET), Parsippany, N.J. and Garden City, N.Y.

Manager, Marketing Analysis, June 2004 – December 2005

Analyzed customer renting habits by segment for Avis and Budget car rental brands. Provided strategic direction and plan recommendations in areas of process improvement, cost reduction, budget allocation and contract negotiations with various marketing groups.

Results & Accomplishments:

Provided cost analysis and fee recommendation for renters under 25, generating over $50MM annually

Developed program analysis for AMEX Membership Rewards bid generating $10MM+ in revenue to Avis

Partnership and International Marketing Manager, October 2000- June 2004.

Strategically developed partner relationships with 20+ airlines and hotels ($500MM+ in revenue/yr) for both Avis and Budget Rent A Car to increase car rental transactions and grow customer loyalty. Managed integration of Budget Rent A Car (acquired Nov 2002) into backend systems.

Results & Accomplishments:

Saved over $1MM/yr by eliminating unprofitable car rental award voucher program with United Airlines

Developed and executed ‘outside the box’ car rental bonus mile offer for American Airlines AAdvantage® 20th Anniversary promotion and received incremental exposure in USA Today and Inside Flyer publications

Recipient of Avis’ Outstanding Achievement in Marketing Award, 2002

BMG DIRECT, New York, N.Y.

Marketing Manager, Member Acquisitions, January 2000 – October 2000.

Promoted win-back offers to former BMG music club members through mail, telemarketing and e-mail

Analyzed and reported test results and developed new strategies driven by data

PUBLISHERS CLEARING HOUSE, Port Washington, N.Y.

Marketing Manager, Prospect Marketing, January 1998 – November 1999.

Marketing Analyst/Coordinator, May 1995 - January 1998.

Contributed to House file growth by generating new customers via signature direct mail sweepstakes efforts

Managed a staff of two marketing analysts

Personally awarded $30K in prizes to three sweepstakes winners on TV as a member of the Prize Patrol

EDUCATION

ADELPHI UNIVERSITY, Garden City, N.Y.

Master in Business Administration, August 1994.

Concentration: Finance Honors: Summa Cum Laude, Herbert Pearlman Scholarship.

STATE UNIVERSITY OF NEW YORK, Stony Brook, N.Y.

Bachelor of Arts, May 1991.

Major: Economics; Minor: Business Administration

SKILLS

Microsoft Excel, Word, PowerPoint, Adobe Audience Manager, Adobe Campaign, Analytics/Omniture, Google Adwords & Analytics, Conductor Searchlight, Facebook & Twitter ad platforms, Doubleclick Search, DoubleClick for Advertisers/Publishers, DoubleClick Bid Manager, Micro Strategy, Workfront. Familiar with Brio Query, SAS, SQL, Business Objects. Proficient in Italian.

Contact this candidate