Marketing Manager, Paid Search Director

Nancy Petrolino

*** ********** ***** + Basking Ridge, NJ 07920

Home: 908-***-**** + Cell: 908-***-**** + **********@*****.***

Digital Marketing & Advertising Manager / SEM & SEO Expert

Digital marketing strategist, innovator, and manager with 18+ years of

marketing experience, including 12 years with a leading global financial

services firm. Expertise in creating and executing high-impact, ROI-focused

search campaigns across multiple platforms on regional, national, and

international levels. In-depth understanding of Google algorithms to

minimize advertising spends while maximizing results. Managed all aspects

of a multimillion-dollar search program in several languages. Created and

managed ecommerce site for a top video game company.

Core Competencies

+ SEM & SEO Planning & Implementation + Strategic Planning &

Tactical Execution

+ Integrated Marketing & Advertising Campaigns + National & Global

Campaign Development

+ Budget Development & ROI Analysis + Analytics, Reporting &

Campaign Evaluation

+ Bid Management & Monitoring + Agency & Vendor Relationship

Management

+ A/B Testing, Landing Page Testing & Development + Text, Image &

Mobile Ads, Retargeting

Professional Experience

REYNWOOD COMMUNICATIONS, Tinton Falls, NJ +

March 2013 - Sept. 2013

Provide marketing consulting services including a full audit of current

Google paid ads campaign. Based on recommendations, implemented a new

structure to incorporate new keywords and adjusted settings accordingly.

Created new image ads and updated landing pages using best practices. Bid

management. Monitored results, reviewed reporting and provided feedback.

Used Google Analytics to track results.

GAIN CAPITAL GROUP (FOREX.com), Bedminster, NJ +

Sept. 2000 - June 2012

Senior Advertising Manager, 2010-2012 + Advertising Manager, 2006-2010

Marketing Specialist, 2002-2006 + Marketing Coordinator, 2000-2002

Spearheaded the development and execution of global corporate search

engine marketing strategies for multiple regions and languages across

several online properties (FOREX.com, GAINGTX.com, and GAINCapital.com).

Led the creation of SEO and SEM strategies for retail (B2C) and

institutional (B2B) divisions. Hired during startup phase and helped grow

company into a NYSE listed, 350+ employee global organization, becoming

one of the largest and best known brands in the retail forex industry.

Reported to V.P. of Customer Acquisition.

> Grew a low-budget search program with $120,000 annual budget into a

multimillion-dollar campaign that spanned across multiple platforms

including Google, Yahoo/Bing, and 2nd Tier; managed paid search and paid

inclusion programs; assessed Google analytics and internal/agency data to

adjust and optimize campaigns.

. Designed, executed, and continually evaluated each lead gen program to

maximize impact and ROI.

. Formulated sophisticated strategies to create an effective sales funnel

using multiple platforms, keywords, and landing pages; increased lead

quality, click-through rates, and sales conversions by transforming SEO

and SEM strategy from lead-acquisition-based to revenue- and ROI-

focused.

. Planned and administered global marketing operations budget; helped

create regional marketing budgets.

. Managed the development of corporate marketing materials from concept

through design and printing.

Nancy Petrolino

Page 2

Professional Experience (Continued)

> Utilized search strategies to quickly penetrate international markets;

crafted cost-effective campaigns to test consumer interest, identify high-

impact keywords, evaluate click volume/impressions, and determine the

feasibility of entering markets; compiled and analyzed data to create

expansion strategies.

>

. Played a key role in penetrating lucrative, growing markets including

Russia, the Middle East, Europe, and Australia/New Zealand; led efforts

to secure footholds in promising regions.

. Partnered with product teams to develop global SEO/SEM campaigns;

coordinated with local counterparts and agencies in international

markets to create and execute search strategies in multiple languages.

. Instrumental in catapulting firm to a leadership position in many

foreign markets.

> Improved organic search results and positioning by continuously

monitoring trends and developments in Google preferences and algorithms;

monitored, tracked, and analyzed the performance of Brand, SEM, and SEO

programs; created and modified campaigns to maintain a competitive

advantage.

GT INTERACTIVE (currently Atari), New York, NY + Apr. 1996 - Aug. 1999

Associate Direct Marketing Manager, 1998-1999 + Digital Marketing

Coordinator, 1996-1998

Led the development of an ecommerce website for a video game distribution

and development company, which was the exclusive distributor to Wal-Mart.

Coordinated efforts of New York and Seattle web development teams as well

as inventory managers to create a fully functional online sales vehicle.

Planned and implemented marketing campaigns including email updates and

newsletters to drive website traffic. Created and analyzed P&L reports.

> Enhanced profits by leveraging company's massive distribution

infrastructure to create a new revenue stream; managed all promotional

content, oversaw fulfillment, and enforced online privacy policy; provided

the company with a viable online mechanism to capture additional business.

> Managed the setup, implementation, and trafficking of all marketing

promotions including direct mail, direct response, rebates, sweepstakes,

and online web offers; maintained appropriate inventory levels for direct

and online sales; worked with analyst to create customer database for

direct marketing campaigns.

CHAMPION ENERGY CORPORATION, Greenwich, CT + Feb 1994 - Feb. 1996

Marketing Coordinator, 1995-1996 + Receptionist, 1994-1995

Supported and implemented marketing strategies to generate revenue for a

corporation that owned and operated six local oil companies. Worked

collaboratively with Director of Marketing and outside agency to rebrand

company and initiate marketing campaigns. Coordinated efforts of freelance

writers and vendors.

Education

FORDHAM UNIVERSITY, Bronx, NY

Bachelor of Arts in English Literature, Minor in Sociology, 1993

CONVENT OF THE SACRED HEART, Greenwich, CT - Graduated 1989

Technology Skills

Google AdWords, Google AdWords Editor, Google Analytics, Microsoft

AdCenter, Yahoo Panama, Microsoft Office Suite including Outlook, Word,

Excel, PowerPoint. SalesForce/Eloqua.

References are available upon request.

Contact this candidate