Digital Marketing Manager
Resume:
ALYSSA
LARSON
Digital marketer with ** years of
experience in paid media
campaign planning, strategy and
implementation. Data driven with
a creative mindset who excels in
motivating team members.
Penn State University
B.A. in Advertising
Business Minor
AUG 2005 - MAY 2009
- - - - - -EDUCATION-- - - - -
Hospitality Clients / Companies: Four Seasons Hotels & Resorts, Best Western, Kimpton Hotel & Resorts, Exclusive Resorts
Retail Clients / Companies: Tiffany & Co., Hasbro Toys, RuMe Inc Westminster, CO
Red Lion Hotels Corp
Director of Media Strategy
RuMe Inc
Director, Digital Channel
Digital Marketing Manager
Merkle Inc
Manager, Digital Strategy
SEM Account Manager
Acronym Media
Digital Media Analyst
NOV 2009- SEPT 2010
SEPT 2010 - FEB 2015
FEB 2015 - APR 2018
MAY 2018 - APRIL 2019
- - -POSITIONS HELD-- -
Accomplishments:
1.Aided in building an in-house team to take over paid media campaigns and process
Responsibilities:
*Oversaw and managed $1.4M annual paid media budget
*Sold hotel funded media program to Red Lion properties
*Optimization and reporting of corporate funded and hotel funded campaigns
*Strategy and creative direction for corporate wide monthly promotions Red Lion Hotels Corp
Programs and Platforms:
Google Ads, Bing Ads, Facebook / Instagram Ads, Google Analytics, Google Data Studio, Mailchimp, Listrak, Amazon Sponsored Listings, Microsoft Office Suite
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - RuMe Inc
Accomplishments:
1. Aided in 99% revenue growth YOY in first year
2. Spotted buying trend in analytics platform that resulted in creation of a spin-off campaign responsible for bringing in $1.5M in revenue 3. RuMe highlighted as Colorado's business in Google's Economic Impact Report in 2017
Responsibilities:
*Built out and managed all online paid media from scratch
*Copywriting for email and paid campaigns
*Overall reporting of all channels, paid and organic Merkle Inc
Accomplishments:
1. Increased longest standing client's Net Promoter score from a 7 to a 9 after taking over account.
2. Maintained 30:1 ROAS for travel client over 2.5 year period 3. Mentored 2 direct reports to internal promotions Responsibilities:
*Managed approximately $6 million in annual paid search funds for various clients
*Overall strategy and management of accounts
*Created target market customer profiles and customer journey flows
*Multi-channel marketing plans / campaigns
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - Acronym Media
Accomplishment:
1. HSMAI Gold Adrian Award for Exemplary Search Marketing Strategy-Four Seasons Hualalai Wedding PPC Campaign-2010
Director of Paid Media
APRIL 2019 - PRESENT
Screen Pilot LLC
Screen Pilot LLC
Accomplishments:
1. Successful transition of paid social channel and training of team 2. Revamping of internal process that saved 15 hours a month across team Responsibilities:
*Oversight of $10M in paid media spend across 130+ clients
*Management and mentoring of team of 6 paid media specialists
*Responsible for overall media performance of full portfolio
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