Sam Ruiz

Boise, ID 619-***-**** adzs6l@r.postjobfree.com

Full Stack Marketer, Strategist, Leader

B2C, B2B

Over 20 years of experience in leading teams, marketing strategy, and driving strategic growth and product visibility for SMBs and Enterprises. Competitive, passionate, industrious and creative. Experienced in SEM, SEO, Social, Field, Email, ABM, and Project Management.

Demonstrated success record in:

Planning and managing projects from ideation to launch, driving monthly revenue in excess of $12MM in 2016 with LendingTree with SEO and over $2MM in close-won deals using ABM in 2017 with Twilio.

Project management & team leadership working with diverse groups of professionals across multiple departments including Engineering, Creative, Brand, Product, Marketing, and Sales.

Building teams – Created and managed internal marketing teams to reach product specific revenue targets. Personal Loans $2.5MM/month (SEO), SMS & Voice API user acquisition by 60% MoM, Traffic 38% QoQ.

Long record of providing immediate impact to sales teams, business managers, and operations.

Marketing Influencer. Holding internal training seminars (test/target results, pilot programs, A/B testing) and speaking at marketing events.

CORE COMPETENCIES

Team Leadership Marketing Strategy Lead Generation

Integrated Marketing Campaigns Search Engine Optimization Account Based Marketing

SEM Management Nurture Building Sales Operations

HIGHLIGHTED CAREER ACHIEVEMENTS

Product Marketing – Pitched idea to CEO to generate revenue from sunk inventory. Created new SKUs from legacy products bundling them and within one month generated over $150k in e-commerce revenue for Wild Divine.

Local Marketing – Scaled number of pages in Google’s index for postmates.com from 230k pages to over 1.4MM doubling organic traffic and revenue. Worked with the engineering team to create rule-based pages for category by city, state, and neighborhood and coupon pages.

ABM – Launched pilot program for Twilio using Demandbase advertising platform. Increased enterprise traffic from <1% to over 12% in 4 months. Secured over $7MM in pipeline, $2.4MM in closed-won.

oCreated ABM nurtures for top-of-funnel prospects in our database using Eloqua improving conversion to SQL by 65%.

oCreated use-case targeted nurture for Contact Center, increasing lead-to-MQL and to SQL conversion.

SEM – Grew users from less than 2k to over 40k in less than 2 months with various google campaigns and channels (UAC, Pmax, Adwords, Display, Youtube) with CAC of < $7.50

oCreated Personal loans PPC strategy for LendingTree resulting in record MoM growth from $25k to over $1MM in revenue within 4 months.

oManaged agency to run self-service funnel for Twilio.com and designed landing pages for each ad group resulting in 45% QoQ growth in registrations while reducing cost-per-acquisition.

SEO – Increased organic traffic 30% on LendingTree.com within 3 months of taking ownership of SEO team. Took “Mortgage Rates” from bottom of page 3 in Google to page 1 #3 within 3 months. Grew leads by 67% in Refinance and surfaced LendingTree to page 1 on multiple high value terms including Personal Loans, Refinance, Home Loans, and Debt Consolidation. Hired 4 editors and team of over 70 freelance writers. 4x organic revenue over 3 years.

Demand Generation – Responsible for awareness campaign in 2017. Managed several integrated campaigns working with Product, Sales Operations, and Analytics. 1,400+ registrants, 670 MQLs, and over $850k in pipeline.

Social Good – Twilio CEO sent slack message to org asking for volunteers to help build a website to promote Bay Area Fire relief concert. I volunteered to lead project and quickly setup platform and website along with a project plan for task management. Managed 15 people in shipping website ready for ticket sales and live stream of concert, which sold out and generated over $23MM in sales.

TECHNOLOGY SUMMARY

Platforms:

LAMP, AWS, Conductor, Brightedge, Salesforce, Eloqua, JIRA, Marketo, Hubspot

Databases:

MySQL, MongoDB

Languages:

HTML, CSS, JavaScript, PHP, R

Analytics:

Looker, Google, HEAP analytics, Omniture, segment, Appsflyer, mParticle

PROFESSIONAL EXPERIENCE

IncredibleHealth.com, San Francisco, CA 2022 – Present

Head of Marketing Operations, Marketing, SEO

Recruited to lead Editorial and Product SEO for a niche marketplace connecting talent (nurses) with employers (hospitals). My role lead a team of 4 writers, 2 editors, 1 content lead, and 1 product SEO manager. My directives were to grow traffic, grow the top-of-funnel leads, and help improve efficiency across the marketing org. I was able to make an immediate impact and have consistently been able to grow traffic MoM, QoQ while increasing top-of-funnel leads that were high quality driving our deeper funnel metrics.

Editorial

Streamlined content production from ideation to publication.

Improved efficiency on content costs

Grew blog traffic by 35% in first year

Built a frictionless entry point for leads to capitalize on the 100K monthly visits to the blog.

SEO

Expanded 2 product surface areas increasing our page counts for each by over 25k pages

Discovered attribution logic that was misattributing conversions by 13%

Created a vigorous experimentation framework to A/B test page experiences and CTR from Search

Guided the production of admin tools to provide autonomy for SEO and free up dependency with Engineering

Guided redesign on 2 of our surface areas with the greatest opportunity for impact to drive leads into the funnel

Earnity.com, San Mateo, California 2022

Head of Marketing Operations, Marketing, SEO

Recruited to lead marketing operations and SEO as the company came out of stealth mode with their mobile app. Quickly identified needs based on tracking audit and within first week built and implemented tracking framework for all user acquisition sources. While building infrastructure of martech stack, took on full responsibility of User Acquisition Growth unlocking paid channels and building reporting stack for KPI’s including cost-per-registration, cost-per-install, and cost-per-active-customer (CAC).

Marketing Operations

Architected tracking tech-stack for reporting and attribution including Segment, AppsFlyer, GA4, Google Tag Manager

Built universal tracking framework for all user acquisition campaigns including QR codes for live events, paid acquisition campaigns, and influencer marketing

Migrated bifurcated app and website experiences to a single domain under www with silo architecture methodology for SEO.

Marketing

Integrated Braze for user engagement and lifecycle marketing managed by Segment events.

Launched Google, Twitter, Facebook, TikTok, Reddit, Youtube, and Apple Store campaigns growing user base by 20x in less than 2 months.

Created information architecture for content types and content roadmap including onboarding SEO Content tool for content creation

Worked with Engineering on optimizing in-app (Google exposed) pages to include schema markup in addition to on-page recommendations

Onboarded freelance writers to create content around crypto, defi, and blockchain topics and terms

Postmates.com, San Francisco, California 2019 – 2021

Dir. SEO - SEM

Recruited to lead SEO on Postmates.com website. Also helped manage the UA team after the Director of UA left managing all paid channels. In less than 1-year I accomplished:

1.Standard reporting for Organic traffic, revenue, and internal business metrics

2.Created a content arm for link acquisition

3.Instituted a link reclamation/move program with PR, Comms, and agency partner

4.Increased DA/PA 67/59 to 71/65

5.Increased pages indexed from 230k to over 1.4MM pages

6.Increased Organic traffic by 110%

7.Increased revenue by 102%

8.Built and launched a remarketing program resulting in single digit CPI (cost-per-install)

9.Launched CRO program working on high traffic landing pages and page categories

10.Managed $8MM/month paid acquisition budget.

Databricks.com, San Francisco, California 2018 – 2019

Sr. Marketing Manager

Web Production

Took over web development agency working on our website and managed the build and launch of several products. Managed the team until we found a better partner and onboarded, trained, and co-developed with new agency. Managed front-end and back-end development in between agencies helping ship GDPR compliance, conference registration pages, and post-conference media assets with opt-in capture on registration into our CRM.

Website Infrastructure

Managed the stack our website was on and saved $12k on hosting costs. Migrated website with no downtime to a cloud-based environment with high-availability and redundancy. Instituted security protocols and crises comms workflow.

SEO

Grew traffic to average of 15% MoM and 110% YoY. Built net-new content sections resulting in additional traffic attributing to over 20k visitors per month and growing. Planned and coordinated strategy to rank for TensorFlow terms to align our AI platform in market share-of-voice. Instantly started capturing traffic and page 1 above fold rankings for over 1k TensorFlow terms.

Analytics

Provided sharable dashboards to track website traffic and conversions. Optimized reporting from manual production to API driven, real-time reporting.

SEM

Co-steered our paid channel efforts optimizing for CPA targets, creative strategy, and audience building.

Twilio.com, San Francisco, California 2016 – 2018

Sr. Marketing Manager

Recruited to run SEO for Demand Gen Growth Team. Ran audit on agency managing SEO and discovered lackluster performance. Cut agency out and brought SEO in-house. Created wiki’s on SEO best practices by department (engineering, content, product marketing managers) while also holding internal seminars on marketing and user experience testing. Architected content strategy by product with roadmap, resources needed, and projected impact. Assisted in fixing localization issues with platform. Assisted with tracking metrics and identifying issues with current revenue reporting.

In Q4 2016 was given control of net new logo acquisition and Contact Center solutions to build and optimize field campaigns. Quickly led team in creation of conditional nurtures for content, landing pages, and paid promotions around webinars and gated content. Launched ABM pilot program with internal team across Sales, Engineering, and Operations in getting program shipped. Huge success in driving pipeline and enterprise visibility.

LendingTree.com, Charlotte, North Carolina 2009 – 2016

Recruited by moreFocus (acquired by LendingTree) CEO to co-steer Organic consumer acquisition and assist with SEM. Immediately made an impact by taking over SEM account for a healthcare company increasing conversions and conversion rates, while reducing cost-per-click and cost-per-conversion. In July of 2011, moreFocus was dismantled leaving myself, and a Sr. Manager of SEO. In January of 2012 the Sr. Manager of SEO was laid-off and I was given full control of Search Marketing due to work ethic, performance and ability to manage both SEM and SEO teams.

Sr. Marketing Manager

Ran lead design on content architecture for multi-vertical platform, tree.com $10MM budget.

Over 4 years at LendingTree helped 4x traffic, 3x revenue.

Managed teams in designing and optimization for top products on LendingTree.com to increase conversions and traffic.

Discovered and resolved tracking and attribution issues across multiple properties.

Managed team of 75+ content writers in producing 25-50 articles per day in populating tree.com

Built and managed profitable SEM campaigns for degreetree.com

Managed new platform and redesign of LendingTree.com successfully maintaining existing traffic

JK Worthy Direct, San Diego, California 2008 – 2010

Joined JK Worthy Direct as equity position in launching several profitable business ventures: Shadowplay Communications, Wild Divine, and JK Worthy Direct.

Director of Operations

Within 6 months of operations helped generate enough monthly reoccurring revenue to become profitable and begin profit sharing with employees managing SEO for 16 companies.

Hired inhouse staff of writers, video technician, account rep, and marketing associates.

Managed account team and SEO reporting for over 14 top level accounts in our portfolio.

Managed video team in launching and managing video specific marketing campaigns.

Setup and managed list managers and CRM’s for use in email marketing campaigns.

San Diego Magazine, San Diego, California 2007 – 2008

With no training or formal turnover of duties, I filled a vacant position and made an immediate impact. I served and managed internal operations.

Director of Circulation, Web Marketing

Within 1st month identified downward trending in circulation and launched several campaigns to rebuild subscriber base.

Directly managed rack sales and distribution teams.

Instituted SEO methodology into SOP for content and web team.

Coordinated design, printing, list purchasing, and tracking on all direct mail campaigns.

Direct responsibility on drafting and filing bi-annual audit reports required by ABC.

Managed logistics on event copies, sales team, and hotel distribution.

Competition Officer

Identify innovative technologies to increase circulation, improve efficiency, and enhance website.

Watchdog on all city regional magazine websites.

Setup Amazon Digital Text Platform for distribution through Kindle store.

Reported to directly to Publisher and President.

Web Team Manager

Hosted weekly meetings with the design, editorial, sales, and marketing teams on website operations.

Managed SEO targeting events, activities, and restaurants in San Diego.

Hands on development on replacing existing ad manager with Google Ad Manager.

Directly managed all website development and marketing. 3 direct reports and 2 agencies.

Reported to directly to Publisher, Editor in Chief, and President.

American Circulations Innovations, Long Beach, CA 2005 – 2007

Recruited to save several million-dollar circulation accounts due to my background and success in helping my father manage distribution business with The Los Angeles Times

Circulation Director

Managed 5 District Managers and over 80 independent contractors across several publications.

Launched new publication, Orange County Post recruiting over 130 contractors and 10 managers.

Planned and launched multiple circulation accounts from San Diego to San Francisco.

Identified distribution costs saving company over $10k per month within 1st month.

Created SOP’s for all positions.

Reorganized distribution operation at North County plant to reduce injury liabilities and increase workflow efficiency.

Started on transitioning manual data input and sharing to automated web based system.

Reported directly to VP of Circulation

moreFocus Group, Carlsbad, CA 1999 – 2005

Recruited by Creative Director to join “dot com” startup in publishing and marketing websites. Lacking any experience in building websites, I quickly learned and began developing websites.

Developer

Managed code optimization, site promotion, and server management of company web sites.

Developed web-based programs for search engines, news feeds, dynamic content management, and statistical analysis.

Led SEO strategy across all verticals.

Managed free-lance programmers and entry-level coders in web site development.

Reported to CTO.

United States Navy, Norfolk, VA 1994 –1998

After graduating high school, I enlisted in the Navy. I was stationed on the USS Merrimack AO-179 as well as NAB Norfolk.

Petty Officer 3rd Class

Direct responsibility of all crypto equipment, shipboard HF, VHF, and UHF transmitters.

Responsible for training on all new Radioman strikers.

Supervised crew of 15 seaman on maintenance systems and bridge watch duty.

Helped ship win flag on secure radio systems qualification.

Reported to Senior Petty Officer.

Languages

English, Spanish

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