Bridging Big Data, Technology, Data Science, and Digital Advertising

PROFESSIONAL EXPERIENCE

Freelance Digital Advertising Strategist/Consultant New York, NY 2020-Present

Provide digital advertising advisory services including digital advertising education, product-market fit assessments, digital advertising program advisory services, advertising agency proposal evaluations, and influence internal hiring recommendations to achieve growth marketing goals of organizations.

Developed marketing plans for organizations to help scale their business and position them strongly for VC-funding

Evaluated advertising channel effectiveness (SEO, SEM, Facebook, Email, Display, Affiliate) for a variety of organizations. Identified improvement opportunity areas and developed strategic recommendations to improve the effectiveness of their advertising programs

Moda Operandi New York, NY 2019- 2020

Fashion discovery platform that gives consumers access to shop directly from designers’ complete runway collections

Head of Paid Acquisition

Responsible for driving new customer and revenue growth by managing a $12MM annual digital advertising budget. Achieved 80% YOY growth in sales and 159% increase in new customer growth from a 30% budget increases. Organizational exit due to mass layoffs in 2020 stemming from business headwinds

Activated a signal-based full-funnel advertising approach with goal of accelerating leads down the marketing funnel

Adopted a rigorous test-and-learn program across all advertising channels (Fail Fast, Learn Faster, Improve Faster)

Slashed agency costs by 20% through the successful re-negotiation of contracts

Integrated customer knowledge and product knowledge assets into pixel and product feeds (LTV, product margins, customer segmentation) to improve efficiency of advertising algorithms

Identified a 30% product feed upload failure rate and successfully resolved situation within 2 weeks

Optimally aligned structures of digital advertising platforms that met business needs (alignment with business organizational structure) and advertising efficiency needs (ensured algorithms broke out of their learning phases quickly

Facebook New York, NY 2015-2019

Multi-billion dollar online social media and social networking service with a global footprint of 1.8Bn users worldwide

Marketing Science Partner

Client-facing measurement strategist supporting the US Retail Vertical. Primary responsibilities include establishing and executing the client measurement strategy for Tier 1 (Fortune 100 companies) Focus clients and scaling cross-vertical measurement solutions

Tier 1 Focus Client Work (Fortune 500 Companies) – Meet the Facebook Goals of Clients and Position Clients for Better ROI

Successfully partnered with sales teams to influence clients to adopt and implement a rigorous test-and-learn strategy. Efforts led to a 25% increase in YOY spend on Facebook and 2X+ increases in Facebook ROI.

Creatively addressed client measurement challenges (poor PII capture, “grading your own homework” concerns, result delivery latency, existing measurement system integration, cross-publisher measurement gaps) with measurement solutions tailored to the business needs of clients (MMM, MTA, Lift). ROI improvements ranged from 1X-17X due to greater measurement solution alignment and measurement accuracy

Retail-Vertical Measurement Product Development – Capitalize on Retail Opportunities with Unique and Creative Measurement Product Offerings

Created and executed a new measurement approach to capture and measure the multi-million-dollar digital Coop opportunity. Successful pilot lead to a 10% revenue expansion with Coop advertising

Led the valuation, design, education, and planning of the Direct Mail share shift program. Program led to the successful framework adoption and 27% growth in Direct Mail Advertising revenue

Cross-Vertical Measurement Product Development – Capitalize on Cross-Industry Opportunities with Unique and Creative Measurement Product Offerings

Developed an external measurement scorecard prototype designed to measure the incremental value of Facebook advertising to clients. Measurement was successfully piloted with 36 clients across different verticals.

Developed and implemented an internal measurement scorecard prototype designed to identify Facebook platform utilization opportunities for clients and inform internal client resourcing.

AIG New York, NY 2012-2014

$32B global Property & Casualty Insurance arm of AIG serving more than 70 million commercial and consumer clients

Director of Analytics

Identify, prioritize, and solve business problems with scalable analytics solutions. Led the successful implementation of two internationally adopted solutions.

Saved AIG an annualized $250M benefit through the development and execution of a lead-scoring web-based tool for underwriter prioritization of insurance submissions

Increased revenue by $50M through the management and implementation of a broker segmentation tool designed to rank brokers on existing and potential value to the organization

GAIN Capital Group (Forex.com) New York, NY 2008-2012

Multi-million-dollar online brokerage firm specializing in currency exchange trading for institutional clients, professional traders, and individuals.

Director of Marketing Analytics

Developed and implemented data-driven insights on customer’s life cycle with goal of profitable acquisition, retention, and value upgrowth of customer base.

Digital advertising efficiencies – Drive more sales by making advertising channels work smarter

Reduced advertising spend by 10% with no corresponding sales decline by incorporating customer knowledge (predicted LTV, segmentation) into the algorithms of Search and Display partners

Implemented custom UTM parameters that enabled dimensional capture of advertising elements (targeting, creative, optimization, etc.). Dimensional capture enabled assessment of which advertising elements contributed to the strongest ROI across different advertising platforms and informed future media investments)

Account-Based Marketing – Focus sales and marketing resources on a clearly defined set of target clients

Aligned Relationship Manager resources to profitable customers based on early profitable customer detection following segmentation and LTV development (in the past, Relationship Managers only worked with 50% of the potential profitable customers).

Restructured sales compensation models of Relationship Managers in alignment with organizational goals resulting in 13% increase in sales

GUARDIAN LIFE INSURANCE New York, NY 2006-2008

Mutual life insurance company specializing in life insurance, disability, annuity, and employee-sponsored health care benefits.

Senior Customer Knowledge Analyst

TD AMERITRADE New York, NY 2005-2006

Online discount brokerage offering stock, bond, mutual fund, ETF, and options trading to retail and institutional investors.

Senior Manager

MEDCO HEALTH SOLUTIONS Franklin Lakes, NJ 2003-2005

Nation’s top Pharmacy Benefits Management company servicing unions, corporations, HMOs, insurance companies, and federal employees.

Senior Business Analyst

UNIVERSITY OF FLORIDA Gainesville, FL 1999-2002

Business/Economics Analyst

EDUCATION/PROFESSIONAL DEVELOPMENT

EFFIE PHILIPPAKOS

Stakeholder Management

Structured Problem Solving

Critical Thinking

Strategic Planning

Analytics

Communication

Presentation

Skills

SEO

SEM

Paid Social

Display

OTT

Affiliate

Email

Digital Advertising Platforms

Address: 50 Battery Place #1B NY, NY 10280 Phone: 813-***-**** Email: ******@*****.*** LinkedIn: https://www.linkedin.com/in/effiephilippakos/

Digital advertiser and analytics pacesetter with 20-year experience strategizing and leading organizations at the brink of change and growth. History of leveraging existing and emerging technologies, uncovering opportunities, and directing trailblazing strategies to improve efficiency and effectiveness. Deep experience in analytics and optimizing machine learning systems (like digital marketing platforms) strengthened by intellectual curiosity grounded in real-world technical experience. At the forefront for laying the foundation for next-generation ideas, development, and implementation.

CAREER SUMMARY AND HIGHLIGHT OF BUSINESS VALUE

Strategy, Planning and Execution:

Saved AIG an annualized $250M benefit through the ideation, development and execution of a lead-scoring web-based tool for underwriter prioritization of insurance submissions

Increased revenue for AIG by $50M by leading the implementation of a broker segmentation tool designed to rank insurance brokers on existing and potential value to the organization

Managed a $12M annual digital advertising budget. Achieved 80% YOY growth in sales and 159% increase in new customer growth from a 30% budget increase. This was achieved by (i) incorporating and optimizing customer/product data into ad serving algorithms (ii) minimizing the learning phase of algorithms by ensuring adequate volume of conversion data, and (iii) activation of a rigorous test-and-learn program

Improved Affiliate channel ROAS from 3X to 11X within one month following program assessment and implementation of strategic recommendations (i) publisher diversity (ii) pricing (iii) active publisher auditing

Conducted an SEO audit for a start-up organization. The audit identified 20 SEO improvement areas. Following the execution of a 3-month plan, a 150% increase in website traffic and an 87% increase in MOM revenue was realized

Successfully led a Customer Data Platform project that merged upstream advertising data with sales-intermediated and downstream sales data across a unified individual identity graph. Project achieved 23% YOY revenue growth by streamlining sales operations and customer onboarding processes

Client Advisory and Stakeholder Management:

Educated, advised, and influenced executive stakeholders of Fortune-100 companies on the best media measurement solutions to meet their marketing goals in alignment with Facebook’s measurement and product solutions

Developed and maintained professional and productive relationships with designated clients

Collaboratively worked with cross-functional stakeholders (internal and external) on client plan designs across all stages of the strategic planning process that aligned with the business goals of the client

Analytics:

Developed and implemented a lead scoring model to help an under-resourced Sales team accurately and quickly prioritize their leads. Project delivered a 25% increase in lead conversion rates and influenced staff resourcing decisions

Developed behavioral segments and LTV predictions based on customer trading patterns. High-value customers were identifiable within 2 weeks of their initial trade execution. Insights from the segmentation project led to successful rollouts of relationship management programs

Team Building, Mentorship, and Leadership:

Led, mentored, and actively collaborated with a variety of cross-functional teams including senior management, data analysts, data scientists, business analysts, marketing channel managers, IT, product engineers, project managers, web developers, sales, third-party measurement partners, BI architects and advertising agencies

Languages

Programming Spoken

SAS Spanish

SQL Greek

BI Tools

Tableau

Looker

Salesforce

Google Analytics

RDBMS

MY SQL

Oracle Database

Hive

Project Management Tools

Asana

Trello

Microsoft Project

MarTech Stack

Ads Manager/Business Manager

Google Ads (AdWords)

Google Search Console/ Google Page Speed Insights

Screaming Frog/SEM Rush/Moz/UberSuggest

Word Press

RankMath/Yoast Plug-Ins

Google Tag Manager

Facebook Pixel

MMM/MTA/Lift

Master of Science, Food and Resource Economics

University of Florida, Gainesville, Florida

Graduated with High Honors Distinction (GPA: 3.8 on a 4.0 scale)

Bachelor of Science, Business Economics and Spanish (Dual Degree)

Rutgers University, New Brunswick, New Jersey

Graduated with High Honors Distinction (GPA 3.8 on a 4.0 scale)

Completed Training (MOOCs):

The Complete Mailchimp Email Marketing Course (Stackskills)

Ultimate Google Ads Training: Profit with PPC (Stackskills)

The Complete SEO and Backlinks Master Course (Stackskills)

Retargeting and Remarketing: The Ultimate Guide (Stackskills)

Google Analytics (Google Analytics Academy)

Brand Management: Aligning Business, Brand, and Behaviour (Coursera)

Artificial Intelligence Foundation: Machine Learning (LinkedIn)

Learning Data Science: Ask Great Questions (LinkedIn)

Strategic Planning Foundations (LinkedIn)

Training (In Progress):

Google Tag Manager Fundamentals (Google Analytics Academy)

Ultimate Leadership (Mindvalley)

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