Social Media Digital Marketing

Brian J. Gaspar, MBA ************@*****.*** •

https://www.linkedin.com/in/brianjgaspar/ •

Methuen, MA • 978-***-****

An innovative, focused, and results-oriented Growth Marketing professional, with extensive experience delivering powerful strategy, captivating digital campaigns, and increased revenue for leading software and retail organizations. Happy to go ‘hands-on’ to make good results great. Expertise spans vision and objectives, content creation, audience segmentation, campaign metrics, data-driven decision making, paid advertising, fiscal control, platform account management, website updates, process optimization, maximizing ROI and ROAS, 3P reporting and presentations. Realize deliverables of multiple concurrent, complex, and large-scale campaigns to schedules, budgets, and agreed specifications, with clear roadmapping, cross-functional collaboration, and prioritization. Foster robust relationships with strategic partners and stakeholders leveraging in-depth knowledge and by acting with transparency and integrity at all times. Hire, train, and mentor colleagues, within positive working environments, to retain talent and build high-performance teams that drive organizational success. Areas of Expertise

• Transformational Leadership

• Digital Marketing & Digital Growth Strategy

• Campaign Planning & Project Management

• Demand Generation & Lead Generation

• Content Creation, Optimization & Automation

• B2B & B2C Marketing

• Email & Social Media Marketing

• Goals, Objectives & KPIs

• Customer Acquisition & Retention

• Search Engine Marketing (SEM)

• Search Engine Optimization (SEO)

• Growth Hacking

• Data Analytics & Actionable Insights

• Net Promoter Score (NPS) Analysis

• Pay-Per-Click (PPC) Bid Management

• Maximizing ROI & ROAS

• Stakeholder Relationships

• Metrics Tracking

• Customer Segmentation

• Conversion Rate Optimization (CRO)

• A/B & MVT Testing, Focus Groups

• Regulatory Compliance

• Team Building, Training & Mentoring

• Cross-Functional Collaboration

Technical Proficiencies

HotJar Lucky Orange Google Analytics Omniture Coremetrics WebTrends Supermetrics Silverpop 4Cite Slack Confluence Smartsheet Monday.com ABM-6Sense Salesforce HubSpot Shopify Onyx Ecometry SAP Google Ads Bing Ads Acquisio Marin 3x3 Adalysis SEMRush YourStoreWizards GoDataFeed Feedonomics VWO Optimizely Key Accomplishments

● Captured close to 200 form fills in 9 months, following the launch of BigTime LinkedIn Channel for Demand Generation.

● Achieved $1.7 million annualized gain testing value of product reviews, leading to upgrade and roll out across all catalog sites at Potpourri Group.

● Yielded additional $1.8 million in revenue at PetEdge, with Geo Targeted strategy and refresh of companywide brand messaging. Career Experience

Channel Marketing Manager - Paid, Projector by BigTime/BigTime Software, Chicago, IL Apr 2022 – Dec 2023 Originally appointed by BigTime, led and optimized paid search channel activities across Google, Capterra, LinkedIn and Software Advice PPL. Took ownership of G2 account for review/site badge management. Supported Business Development and Sales team on cold lead outreach initiatives, in collaboration with G2. Later employed by BigTime Software following acquisition and merger, to retain ownership of Google and LinkedIn specific initiatives. Reduced expenditure by bringing Google activities in-house and delivered increased number of campaigns. Crafted ideation sheet and determined standard operating procedures (SOPs) for test creation, scoring, and prioritization, to improve consistency and operational efficiency. Formulated A/B testing plan and engaged VWO as testing platform. Identify opportunities for new lead generation campaigns, leveraging content calendar.

● Boosted Marketing Qualified Lead (MQL) volume, year-over-year, by over 49% while cutting cost per lead (CPL) by 4% and cost per click by 21%.

● Achieved 12% increase in MQL while lowering CPC by 42% and COL by 2.5%, with completion of Google programs in-house.

● Captured 200 LinkedIn lead form fills, following launch of company’s LinkedIn channel in February 2023.

● Beat targets by 1.5% while 5% under budget.

● Transformed average lead volume performance from 83% of goal for last four months with outsourced agency and first month in-house, to 21% above goal following further 5 months in-house.

● Realized 103.3% lead target while spending 98% budget.

● Generated double digit leads each month with the establishment of LinkedIn channel. Marketing Consultant, BG PPC Consulting (Freelance), Methuen, MA Jan 2013 – Dec 2023 Deliver contracted pay-per-click (PPC) marketing, eCommerce management, and web analytics services to range of small and medium-sized companies seeking revenue and market share growth.

● Executed over 600 UX tests for UserTesting.com, conducted on mobile and desktop sites for online and moderated groups.

● Redesigned website and optimized PPC for Vermont Wildflower Farm resulting in strong sales and ROI during peak periods.

● Created PPC account and designed shopping feed for Northwoods Humidors, delivering feed on time and on budget.

● Devised media strategy for Underscore Marketing’s Wellness and Pharma brands, consulting with account team in Poland to reap actionable insights, specifically post click conversion optimization for Omega XL brand.

● Acting as eCommerce Marketing Product and Program Management Senior Consultant for First Retail, Inc., advised on initiatives designed to transform large enterprise brands aiding in project plan for World Market site redesign.

● Serving as Senior eCommerce Advertising Strategist for eCommerce brands trained Account Managers and Specialists on daily account management.

eCommerce Web Optimization & Acquisition Manager, Potpourri Group, Inc. (PGI), North Billerica, MA Jul 2015 – Apr 2020 Drove conversion rate optimization (CRO) and Paid Search Acquisition Marketing activities. Successfully devised demand plan for PPC non-branded campaigns (NXB) while simultaneously cutting costs. Trained and mentored junior team members in optimization of Microsoft Ads utilizing Google metrics. Engaged external agency to retain oversight of feed management and optimize product list ad (PLA) retail campaigns. Garnered insights from competitive analysis, heatmap data, and analytics click. Employed NPS tracking tool to capture web feedback and gain intelligence that informed future strategy. Crafted Amazon reseller strategy for top 20 reviewed or most profitable products per brand, across total portfolio of 300 SKUs. Produced product star rating review reports and identified contribution margin performance. Advocated for functional restructuring and identified opportunities for future content and growth marketing efforts. Led entire lifecycle of web optimization process – from ideation, development, testing, execution, and evaluation of metrics. Hosted in-person focus group and captured actionable insights, later used in tests and website updates. Roadmapped, implemented, and analyzed A/B, User, and Multivariate tests.

● Surpassed FY20 PPC NXB target by more than 25%.

● Delivered NXB return on investment (ROI) of 5:1 and Google ROI ranging from 8:1 – 11.5:1 while reducing costs by 40% year -over-year.

● Attained 5% increase in overall bottom-line conversion rate with creation of homepage banner, enhanced site navigation plus refinement of go-to-market and growth strategies.

● Completed review of over 100 online users across numerous website scenarios and collated ideas for AB/MVT tests.

● Realized $1.7 million annualized contribution gain by executing test to assess value of reviews, which in turn led to platform upgrade and roll out across additional catalog sites. eCommerce Marketing Manager, PetEdge, Beverly, MA Sep 2013 – Jul 2015 Led eCommerce function, initially tasked with managing paid search, then organic SEO, following site redesign and CRM platform and web analytics integration, comparison shopping engine (CSE), email and social media marketing activities. Closely monitored and efficiently resolved Facebook customer issues.

● Consistently exceeded PPC P&L plan, improved ROI by 8% and 10% between 2013 and 2015 while reducing spend by 7% and 25%, respectively.

● Hiked contribution margin income by 20% in 2013 and further 12% in 2014 plus increased ROI by 50% in 2013 and 22% in 2014.

● Increased page likes by 40% between 2013 and 2014 and increased Twitter audience by 10% within 12 months. Additional Experience:

Paid Search Marketing Manager, PetEdge, Inc., Beverly, MA Jun 2012 – Sep 2013 Education

Master of Science in Marketing Analytics (MS), Bentley University, Waltham, MA Graduate Certification in Quantitative Methods for Business Decisions, Bentley University, Waltham, MA Master of Business Administration in Marketing & Management (MBA), Bentley University, Waltham, MA Bachelor of Science in Business Administration Finance (BSBA, Cum Laude), Suffolk University, Boston, MA Licenses & Certifications

Digital Analytics Fundamentals, WordPress Maintenance Services, October 2013 Google /Bing Ads Accredited Professional, Google June 2014, Bing Ads June 2013 Google Analytics Intermediate & Advanced Analysis Certifications, Luna Metrics now Bounteous, August 2015 Publications

Content Researcher - “Everywhere”

Assisted author Larry Weber with research on developing comprehensive digital business strategy for social media era.

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