Media Consultant Director
Resume:
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Lance A. Wawer La Verne, California **750 310-***-****
Digital Account Management
Experienced digital marketing professional with passion for analytics and connecting consumers with businesses that serve their needs. Proven team leader who optimizes processes to drive revenue growth. Talent for leading online media departments and growing revenues by utilizing enterprise data to uncover new strategies for reaching clients. History of providing exceptional return on investment to clients since the introduction of online marketing as an advertising medium. Proficient in Google Analytics, Canva, Microsoft Office (especially Excel & PowerPoint), and Adobe Photoshop.
Areas of Expertise
• Media Planning • Campaign Optimization • Team Leadership
• Negotiation • Business Development • Client Relationships
• Social Media • Search Engine Marketing (SEM) • Campaign Creation
• Web Analytics • Digital Marketing • Event Marketing Professional Experience
Rush49, El Segundo, CA
Senior Digital Marketing Director, September 2018 - Present Oversight of marketing and messaging for multi-million-dollar OTA, including SEM, SEO, Social Media, PR, Collateral materials, and event management.
Reconstructed marketing program from SEM only to a robust mix of Video, Programmatic, SEO, Social (paid and free), OOH, PR, and SEM.
Restructured campaigns to more logical adgroup construction and established more benefit-driven ad copy.
Improved metrics across the board despite increased competition and rising click & CPM costs. This includes click rates and conversion rates.
Modernized customer contact system
o Transitioned from Mail Chimp to a robust enterprise ESP o Implemented SMS program for increased customer contact and more tailored messaging o Transformed the customer service team to drive superior reviews and transaction upsells
Created multiple pieces of modular collateral material to enable sales team to advance discussions with prospective merchant partners by giving them custom sales materials addressing specific needs by market and vertical
YP.com, Glendale, CA
SEM Taxonomist, March 2015 – November 2017
Build and optimize paid search campaigns for over 15,000 accounts. Create customizable lead-generation SEM campaigns for multiple advertisers targeting specific industries. Research content specific to clients and reconfigured campaigns and ads into expanded text format. Develop best practices for campaign structure, research methodology, and content creation. Wrote requirements and managed engineering teams to implement projects.
Analyzed raw search queries to identify over $1 million in unnecessary expenditures and implemented new efficiencies across accounts to reduce waste.
Lance A. Wawer Page 2
Overhauled ad campaign structure to allow for more targeted messaging in response to customer queries, increasing average click through rates by 20%.
Increased quality leads by 15% by focusing creative writing on benefits over features.
Shifted focus of SEM campaigns from account level to taxonomy level, saving over 60 hours per week in campaign development activities.
Built “Negative Conflict Tool” to identify conflicts between keywords and negative keywords, “Creativizer Tool” to automatically concatenate lines of ad copy and generate new ETA ads, and “Stack Ranking Tool” to identify which accounts required immediate optimization efforts. Multiple Clients, Los Angeles, CA
Media & Marketing Consultant/SEM Specialist, October 2006 - March 2014 Contracted by several organizations to serve in variety of functions, including Communications Director, Media Director, telemarketing solutions provider, and competitive analysis provider. Consulted with clients to develop marketing strategies, web content, marketing materials, and position their brands within digital marketplace. Managed online advertising campaigns, including SEO/SEM.
Managed business development, client management, and campaign analysis for search marketing agency specializing in local real estate. When separate enterprise was spun off to serve non-real estate clients, assisted startup company with business development and search campaigns.
Consulted with full-service advertising agency to develop website, marketing materials, and campaigns prior to company launch.
Developed website and marketing materials for JetSpring, which has grown by 50% ever since. ICG/Carat North America, Santa Monica, CA
Online Media Director, August 1994 – September 2001 Led Online Media Department, including management of 20 staff. Responsible for pitching new clients and retaining existing accounts, while increasing revenue margins. Researched campaigns and utilized analysis to generate recommendations. Developed vision and overall strategy for department operations.
More than doubled account roster from 15 to 32, increasing billings from $200,000 per month to $500,000 per month.
Increased average account revenue margins from 20% to 27% by optimizing campaigns incrementally beyond the agreed upon fixed Cost per Lead.
Additional experience includes Online Media Director at Naxcom.com, Contracted Online Media Consultant, and Advertising Account Executive/Traffic Manager at T.V. Guide Magazine. Training and Development
Coursework, English Literature, 1991
University of California, Los Angeles, Los Angeles, CA Coursework, Astrospace Engineering, 1986
United States Air Force Academy, Colorado Springs, CO
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