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Jacy Nicholas

Texas, United States ad39q6@r.postjobfree.com 281-***-**** linkedin.com/in/jacynicholas SUMMARY

As a Senior Paid Search Strategist, I leverage my 15 years of experience to deliver high-impact PPC campaigns for a wide range of clients across e-commerce and lead generation. My mission is to help clients grow their businesses by maximizing their online visibility, ROAS, and ROI. I have a proven track record of surpassing KPI goals, managing multimillion-dollar budgets, and optimizing accounts on a daily basis. I also have extensive experience in developing and executing end-to-end campaign strategies, performing data-driven analysis and recommendations, and leading and mentoring teams. I am passionate about staying on top of the latest trends and best practices in the PPC industry and applying them to my clients' needs. EXPERIENCE

Contract & Consulting for PPC Wide Range of Clients Across Ecomm and Lead Generation November 2020 - Present, Austin, Texas Metropolitan Area

• Auditing, strategizing, and managing PPC accounts in Google Ads & Microsoft Ads with specific expertise in rapidly improving performance by mitigating wasted spend and improving ROAS.

• Developing and presenting weekly, monthly, and quarterly performance reports.

• Create and present paid search and paid social proposals/audits.

• Set up all components of campaigns and ad groups, including ensuring that all tracking is correctly and fully implemented

• Working with SEO and Dev teams to ensure that performance is optimal. Senior Paid Search Strategist Radiant - Contractor February 2023 - August 2023, Austin, Texas Metropolitan Area · Hybrid

• Audited and strategized paid search and social campaigns.

• Worked with SEO and development team to ensure seamless PPC performance.

• Developed 30-60-90 roadmaps to ensure that we reached KPI milestones and goals.

• Managed several outside agencies, acting as an account manager. Senior Media Strategist The Scotts Miracle-Gro Company February 2022 - October 2022, Feb 2022 - Oct 2022 · 9 mos

• Utilized data modeling and bid management tools to maximize the effectiveness of Paid Search and Social campaigns.

• Directed monthly/quarterly/FY strategy across brands for paid efforts.

• Communicated agency performance in bi-weekly, quarterly, and FY wrap reports.

• Performed analysis and made data-driven recommendations.

• Lead and communicate strategic performance across all brands.

• Built out campaigns and implemented QA checks on relevant digital marketing platforms.

• Managed direct reports and mentored indirect managers.

• Researched new PPC vendors to expand outreach as well as lower cost-per-acquisition (CPA) and improve ROAS.

• Presented and executed long-term strategies for campaign structuring, targeting, keyword opportunities, and other facets of paid search in accordance with client goals.

Senior Paid Media Strategist Powered by Search

March 2021 - January 2022, Mar 2021 - Jan 2022 · 11 mos

Auditing, strategizing, and managing paid media programs across Google, LinkedIn, Microsoft Ads, and Facebook for large-scale SaaS and technology companies, with a specialization in CRO.

Manager of Paid Search ROI Swift

November 2019 - February 2021, Austin, Texas Area

- Structuring, managing, evaluating, and optimizing successful online marketing campaigns including, but not limited to SEO/SEM, display advertising, native, mobile, and paid social media advertising for both lead generation and E-commerce.

- Creating, implementing, and enforcing Standard Operating Procedures for the Paid Search department.

- Creating processes and innovations and overseeing the day to day of the team.

- Setting daily, weekly and monthly goals and benchmarks to evaluate the team on a continual basis and promote growth.

- Conceptualizing, writing, and building landing page content including implementation of tracking parameters.

- Structuring and optimizing ongoing multivariate testing initiatives (A/B) including copy, keyword strategy, bid strategies, placement, and landing page testing.

- Analyzing and presenting the performance of campaigns and translating quantitative and qualitative data into recommendations and plans for revising the campaign strategy.

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- Communicate regularly with clients on status, timeline, budget, deliverables, performance reporting, and competitive intelligence analysis.

- Conceptualizing and creating reporting systems including KPI development, measuring performance of all digital marketing campaigns and assessing areas of weakness for further improvement.

Director of Paid Media Geek Powered Studios

June 2019 - September 2019, Austin, Texas Area

• Mentored paid search and social roles under my advisement.

• Create and present compelling paid search proposals/audits.

• Successfully executed planned campaigns - optimizing on a daily basis.

• Set up all components of campaigns and ad groups, including ensuring that all tracking is correctly and fully implemented

• Collaborated closely with the account’s internal stakeholders and client contacts.

• Brought a consultative approach to client campaigns, proactively ideating around and bringing forth the best possible paid search strategies to achieve client's marketing goals within budget.

• Reliable management and reporting of monthly assigned PPC work. Manager of Paid Search Geek Powered Studios

September 2017 - September 2019, Austin, Texas Area

• Tracking and optimizing Paid Search and social media campaigns.

• Utilizing a range of SEM & SEO optimization programs/techniques to improve client campaigns.

• Managing large scale ad-spend across multiple clients.

• Providing recommendations for landing page opportunities and improvements, impacting paid search engine quality ranking, cost-per-click, and conversion

• Performing day-to-day management of campaigns, including oversight of bid recommendations, execution details, and budgets.

• Developing monthly reports for each client by analyzing paid search traffic through Google Analytics

• Creating, implementing, tracking, analyzing and optimizing Paid Search campaigns. • Tracking and optimizing Paid Search and social media campaigns. • Utilizing a range of SEM & SEO optimization programs/techniques to improve client campaigns. • Managing large scale ad-spend across multiple clients. • Providing recommendations for landing page opportunities and improvements, impacting paid search engine quality ranking, cost-per-click, and conversion • Performing day-to- day management of campaigns, including oversight of bid recommendations, execution details, and budgets. • Developing monthly reports for each client by analyzing paid search traffic through Google Analytics

SEM Specialist SmartTouch Interactive

November 2015 - September 2017, Austin, Texas Area

• Creating, implementing, tracking, analyzing and optimizing Paid Search campaigns.

• Tracking and optimizing Paid Search and social media campaigns.

• Utilizing a range of SEM & SEO optimization programs/techniques to improve client campaigns.

• Managing large scale ad-spend across multiple clients.

• Providing recommendations for landing page opportunities and improvements, impacting paid search engine quality ranking, cost-per-click, and conversion

• Performing day-to-day management of campaigns, including oversight of bid recommendations, execution details, and budgets.

• Developing monthly reports for each client by analyzing paid search traffic through Google Analytics EDUCATION

Master's Degree, Marketing/Marketing Management, General Naveen Jindal School of Management, UT Dallas Minor in Finance, 3.65, Dallas, 2014

Bachelor of Science - BS, Marketing The University of Texas at Austin Minor in Management, 3.85, Austin, 2011

CERTIFICATIONS

Acumen Adaptive Leadership Certification +Acumen

Management

CXL Institute CXL

Management

Display Advertising Google

Management

Google Analytics Google

Management

Google Shopping Google

Management

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Mobile Advertising Google

Management

Search Advertising Google

Management

Video Advertising Google

Management

INVOLVEMENT

Volunteer/PR Rebuilding Together

Volunteer/PR Rebuilding Together

SKILLS

Industry Knowledge: Marketing Automation, Performance Marketing, Business Strategy, Google Tag Manager, Analytics, Digital Strategy, Paid Search Campaigns, Paid Search Strategy, Search Engine Marketing (SEM), Marketing Strategy, Marketing, Media Strategy, Web Analytics, Conversion Optimization, Pay Per Click (PPC), Programmatic Media Buying, Landing Page Optimization, Real-Time Bidding (RTB), Account Management, Search Advertising Languages: Italian, Spanish

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