Manager Digital Marketing
Resume:
Lucas Ezequiel Ertola
Home Address: Haydnstraße *5, 91074 Herzogenaurach, Germany
Date of Birth: 18 August 1983
Nationality: Argentinian, Polish
Mobile: +491*********
Email: ******.*****@*****.***
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Summary
Summary :
● 10 years Performance Marketing experience, in the B2C for Travel & Retail Industry
● Team Manager experience
● Strong knowledge of Paid Search (SEA), Display ads, App promotion, SEO, Affiliates and Email Marketing
● Running Campaigns on EMEA, Latam & North America.
● Monthly budgets (from USD 150k to USD 4 Million)
● Tech-Marketer, strong technology background like SQL, APIs, Google Scripts, etc.
● Expertise in leading automation projects with engineers.
● Hands-on attitude.
● Managed vendor's relationship with Google, Facebook, and Bing among others.
● Awarded as Top Contributor on Adwords Forum by Google (volunteer)
● Guest speaker https://goo.gl/CQH8Xw at E-commerce Day Argentina
● Online teacher for Paid Search on Crehana (idem Udemy). +3k Students, 4,7 stars rating
Knowledge Summary:
● Management: Project Management, Budget & Forecasting, Leadership.
● SEA/SEM: Google Adwords, Bing Ads, Yahoo Gemini & Seznam.
● Display & Social Ads: GDN, Facebook Ads, Twitter Ads, Youtube, Taboola.
● Automation Projects with Adwords API, Facebook API, Adwords Scripts.
● Tools for Reporting: QlikView, SQL, Chartio, Looker, Redash.
● Facebook Marketing Partners: Smartly, Adphorus.
● Mobile App Tracking: Appsflyer, Tune, App Annie.
● Bid Optimizers: Kenshoo, Marin, QuanticMind, Adobe Adlens(Efficient Frontier).
● Travel META's Campaigns: Tripadvisor, Kayak, Trivago, HotelsCombined, Mundi, Google Hotel Price Ads.
●
Experience Head of Performance Marketing for PUMA.com Europe, PUMA Group Germany— June 2018 – Present (1 year 10 month)
● Reporting to Head of E-commerce Europe.
● Responsible for the performance marketing team in Europe (DACH, FR, UK, Southern, Eastern EU, and Nordics).
● Focused but not limited to SEM / SEA, SEO, Email & CRM, Display advertising, Retargeting, Paid Social, and Affiliate.
● Responsible for achieving revenue targets.
● Agency Management, establishing strong relationships with third party agencies and suppliers.
● Commercial Promotions and Digital Marketing for retail stores (Google My Business, etc)
● Owning the marketing calendar focusing on key dates and stories, product drops, promotions, sporting events and holidays.
● Collaborate with local and global digital marketing teams Performance Marketing Lead, FindHotel.net
Netherlands — September 2016 – May 2018 (1 years 9 month) Company Profile:
FindHotel is an Amsterdam based startup that offers hotel price comparison for over 2 million monthly visitors from all over the world in more than 30 languages. The company has a talented and highly diverse team of 40 people from 17 nationalities.
● Recruited by CEO from abroad, I've moved from Argentina.
● My goal? to increase acquisitions and optimize performance on SEA (Adwords, Bing Ads & Yahoo Gemini).
● Responsible for paid campaigns targeting multiple countries(AMER, EMEA, APAC) and languages(including Hebrew, Arabic or Japanese.)
● Constantly running experiments and testing new pilots. We are at the cutting edge of Paid Search
● I've learned by myself Adwords Scripts and now we develop our own scripts to automate and speed up the manual task.
We do SEA at massive scale.
● +1/2 billion keywords across many search engines
● Millions of ads created programmatically across +40 languages
● Millions spent in performance marketing every year Online Marketing Manager, RecargaPay.com
Argentina — January 2016 – August 2016 (8 months)
Company Profile:
With over 1 million mobile customers, RecargaPay is the leading mobile payment platform in Brazil, now expanding into utility bill payments and other financial services for the unbanked. Backed by VC funds (DN Capital) and a group of notable angel investors. RecargaPay gave me the opportunity of immersing myself in the mobile-only marketing world, by increasing my knowledge of app tracking and app mobile marketing channels.
● Reporting to the CEO.
● Responsible for all paid acquisition channels (Adwords, Bing ads, Facebook ads, Affiliates, etc) for the Brazilian market.
Online Marketing Manager, TheFork by Restorando
Argentina — January 2014 – January 2016 (2 years 1 month) Company Profile:
Restorando, recently acquired by TripAdvisor’s ‘The Fork’, is the leading online reservation web/app for Restaurants in Latin America, with a presence in 8 countries and 18 cities. With funds led by Flybridge Capital Partners, with participation from Emergence Capital Partners, Kaszek Ventures, Atomico and Storm Ventures Restorando supported me and challenged me in ways I never imagined. The startup culture and company size gave the maximum responsibility, opened me the door to new channels, and gave me space to experiment and learn. My main goal was to disrupt the Reservation Restaurant Industry with the latest marketing techniques from Travel vertical.
● Recruited and Reporting to CEO
● I was a regional manager for Paid Marketing in all markets(AR, BR, MX, CL, CO, PE, UY and PA).
● Managed company's investment in main paid channels (Adwords, Bing, Youtube, Facebook Ads, etc.) with the main purpose of increasing customer acquisition and retention.
● I've Designed the team structure from scratch. I've hired and developed a marketing team of 7 analysts.
● Reporting implementation across all acquisition channels using QlikView, measuring LTV, CAC, and Mobile App migration.
● In charge for budgeting and forecasting sales and investment across all channels.
● Lead automation projects using Adwords API(campaign creation, real-time availability, dynamic discounts, and extensions) and Facebook API.
● Managed Restorando's relationship with Google, Facebook and other vendors, AR and BR offices.
● Collaboration with other departments for different purposes, like using search engine data to define restaurants acquisition priority and predict reservations volume.
● I've been a speaker at conferences representing Restorando as the leader in digital marketing incentives in the industry. https://goo.gl/CQH8Xw SEA Team Leader & META's - Product Hotels, Brazil Market, Despegar.com
Argentina — January 2010 – January 2014 (4 years 1 month) Company Profile: Despegar/Decolar is the biggest Online Travel Agency in Latin America, ranked as one of the TOP 10 worldwide and considered a “unicorn”. Operating in more than 20 countries Despegar offers bookings for hotels, airlines, attractions and car rentals. SEA TEAM LEADER & META'S - PRODUCT HOTELS, BRAZIL MARKET Oct 2012 – Jan 2014 (Employment Duration 1 yr 4 months)
● Reporting to the Marketing Performance Manager
● Responsible for Hotels business unit at the Brazil Market, I was in charge of leading a small team of 3 analysts to test and discover fast new opportunities that later would be replicated on other Latam Markets.
● In charge of all SEM campaigns across Google Adwords, Yahoo Search Marketing and Microsoft Bing Ads platforms, including GDN.
● As a project manager, I've led the setup, integration and running if advertising campaigns at METAs or Site Partners like TripAdvisor, Google Hotel Finder, Mundi, Kayak and Trivago for all the countries.
● Focused on achieve Revenue and ROI goals.
● Worked with many Bid Optimizers to manage investment, like Adlens (formerly Efficient Frontier), Kenshoo, Optimine, etc.
● Work closely with engineering and product teams in order to maximize campaign performance.
● Constant contact with Google's Travel Industry team for market insights and finding new opportunities.
SEA TEAM LEADER & META'S - PRODUCT HOTELS, ALL MARKETS Jan 2012 – Sep 2012 (Employment Duration 9 months) SEA ONLINE MARKETING ANALYST
Jan 2010 – Dec 2011 (Employment Duration 2 yrs)
Trade Marketing Assistant, CALSA S.A. - AB MAURI Hispanoamerica Argentina — February 2008 – January 2010 (2 years) Company Profile: AB Mauri CALSA Is the manufacturer leader in bakery supplies for Argentina and belongs to Associated British Foods(ABF), a diversified international food, ingredients and retail group with sales and employees in 44 countries. Task and duties
● Development and monitoring of promotional activities focused on distribution channels and sales force.
● Development of product launch, sales incentives, customer information capture.
● Agency selection and management (Rapp Collins, Apernet, etc).
● Design and production of communication materials (Flyers, Brochures, Banners y Welcome kits).
● Events organization.
● Creation and exhibition of Powerpoint presentations.
● Execution of digital communications to our customer database (Emailing y SMS).
● Reports creation about activities results and learnings.
● Budget management
● Internal process documentation.
● Monitoring Nielsen reports on the mass consumer segment.
● Graphic media selection to advertise.
● Merchandising administration.
● SAP knowledge
Sales and Trends Analyst, CCR
Argentina — July 2007 – January 2008 (7 months)
Company Profile: CCR is a market research company with more than 50 years of experience in the interdisciplinary market research industry with a business perspective Task and duties
● Sales analysis, reports development and presentation to customers (Supermarkets and Wholesalers Sales Managers).
Key Indicators
● Sales performance at volume, billing, and price
● Market share and value share
● Product mix vs Market mix: opportunities and weaknesses monitoring.
● Brand Mix (Premium, First Brand, New First Brand, Own-Label, Low Price). Education Universidad Argentina de la Empresa
Business Administration degree — 2003-2007
Free Code Camp
Full Stack Web Development Certification — 2016-2017 DataCamp
Data Scientist with Python — 2018-Present
Certifications First Certificate in English (FCE), University of Cambridge Dic/2007
Business English Certificate (BEC), University of Cambridge Dic/2008
Certificate in Advanced English (CAE), University of Cambridge Jul/2011
Google Tag Manager Fundamentals, Google
Jun/2015 - Link
SQL Fundamentals, SoloLearn
May/2016 - Link
Introduction to R, DataCamp
Aug/2016 - Link
Cleaning Data in R, DataCamp
Aug/2016 - Link
Languages English, Full professional proficiency
Portuguese, Limited working proficiency
Spanish, Native or bilingual proficiency
Tools & Adwords Scripts, SQL, Qlikview Dev, Facebook ads, Twitter Ads, Youtube, Promoted Mobile Experience Apps, Adwords API projects, SEM, Search Engine Marketing, PPC, Pay Per Click, Paid Search, GAP, Google Adwords Qualified Individual, Marketing Online, Google Adwords, Yahoo Search Marketing, Microsoft Adcenter, Google Display Network, Bid Optimizers, CPC Campaigns, Efficient Frontier, Adlens, Kenshoo, Optimine, Google Display Network, Remarketing, METAs, Tripadvisor, Kayak, Trivago, HotelsCombined, Mundi, Hotel Finder, Hotel Price Ads.
References Javier Pineiro, Commercial Director at Google February 15, 2014, Javier was a consultant or contractor to Lucas at Despegar.com Lucas has an excellent knowledge about SEM and Google AdWords products in particular; with a great hands-on experience and a broad perspective of travel online industry. He was exposed to different competitive scenarios across Latam gaining a really valuable experience to apply on many Industries / Markets.
By have been working at the most competitive, challenging and savvy online industry, Lucas is prepared and ready to success on any other online mktg challenge in the future. Diego Cespedes, Head of Growth at Bluesmart
March 24, 2014, Diego worked with Lucas at Despegar.com Lucas was a great loss to our team. I worked with him for about two years and he was always a reliable source when you had doubts or questions regarding any aspect of Online Marketing. He was always the first to be aware of new Google products and shared his knowledge with all the team. His expertise in SEM matters is something not easy to find. I hope I have the chance of working with him again in the future!less Nicolás Peña Mc Gough, CLM Analyst at OLX
March 16, 2016, Nicolás reported to Lucas at Restorando.com I worked for almost 10 months with Lucas and reported directly to him. It was my first professional experience and I'm glad that I could have him as a manager and a leader. He was available for any inconvenience and support if it was needed. If there was any new maketing online feature or program, he would know it since day one and share it with the team. During the whole experience I passed through an internship and afterwords as a full time employee and it was a pleasure to work side by side with the marketing team. Lucas always gave me all the help that I needed and I could really trust him with any doubt. We had great results working together and hope in the future be able to work again together.
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