Digital Marketing Manager

CHRIS C. OBINZU

Email: ***********@*****.*** • Mobile 210-***-**** • LinkedIn: https://www.linkedin.com/in/chrisdareobinzu/ A seasoned sr. manager in the field of digital marketing with over eight years of industry experience. I possess a diverse skill set encompassing paid and organic search, lead generation, data reporting, social media management, A/B split testing, SEO, email marketing, landing page optimization, and web designs. My approach to problem-solving is characterized by out-of-the-box thinking, enabling me to come up with innovative solutions to complex challenges. I have a track record of thriving under pressure and delivering exceptional work within tight deadlines. My keen attention to detail is com- plemented by my outstanding communication skills, both verbal and written, which allow me to effec- tively articulate ideas and strategies to diverse audiences. CORE COMPETENCIES

EDUCATION

M.B.A. from Texas A & M University-San Antonio

BBA in Marketing from Texas A & M University; December 2018, Magna Cum Laude, Awards: Texas A & M Outstanding Student in Marketing, Outstanding Senior-Underground PROFESSIONAL EXPERIENCES

THE MARKETING GROUP 2021 - PRESENT

Sr. Digital Marketing Manager San Antonio, TX

Plan, develop and execute digital solution strategies for various clients and companies across various industries. Strategies include using CRMs like AEM, Adobe Campaign Manager, and Salesforce; data reporting tools like Tableau, Datorama, and GA4 and email automation tools like Pardot and HubSpot to promote brands/services and generate leads.

SIRIUS COMPUTER SOLUTION 2021 - 2021 (7 months)

Digital Marketing Manager San Antonio, TX

Responsible for leading a team of 7 direct reports and managing vendor relationships. I successfully developed and executed integrated digital marketing strategies that were optimized for website/SEO and marketing automation initiatives. I provided supervision and guidance to my team in creating high-

• Leadership • Business Development • Project Management

WordPress (8 yrs) PPC/SEM (8 yrs) Email Automation (8 yrs)

ABM (6 yrs) SEO (8 yrs) Social Media Marketing (8 yrs)

Lead Gen (7 yrs) B2B (5 yrs) CRM/Data Reporting (8 yrs)

Google Analytics (8 yrs) B2C/DTC (8 yrs) User Experience (UX) (5 yrs) quality digital assets and interactive resources. In collaboration with Communications department members, I played a key role in developing and implementing digital content strategies that drove demand generation, promoted our solutions, and enhanced our brand positioning. I also managed the company's online social networks, executing highly engaging engagement programs and followers acquisition campaigns on LinkedIn and Twitter. Working closely with internal stakeholders and subject matter experts, I crafted and executed digital marketing strategies, including email campaigns and paid social campaigns. Additionally, I spearheaded a comprehensive and ongoing SEO campaign that included strategic initiatives across all Sirius sites, partner sites, social media channels, content shar- ing, tagging, and other tactics.

Feedbie Analytics 2020 to 2021

Head of Digital Marketing San Antonio, TX

Orchestrated a team of professionals to develop effective strategies utilizing both paid (PPC cam- paigns, Facebook ads, LinkedIn ads, Bing ads) and organic campaigns (analytics, SEO, Facebook posts, Instagram, LinkedIn posts, etc.) to drive traffic to our website and our clients' websites. I suc- cessfully implemented these strategies across web, email, and social media channels, utilizing CRMs such as HubSpot, GA4 Insight, and Salesforce to grow our clients' networks and improve relationships with their customers. My team and I conducted targeted research using Adobe Site Catalyst, Pardot, Microsoft Cloud, and other data-driven approaches to user experience, and made necessary changes to marketing strategies based on research data. I created and oversaw the development of our clients' social media strategies, appropriately delegating social media task management among team mem- bers. I also monitored and reported on the performance of all digital marketing campaigns, with a fo- cus on customer touch-points and research data.

Key Achievements

• Paid Media Goal – Developed winning sales funnel for clients with Google Ads and Facebook Ads that generated weekly lead conversions

• Social Media Marketing – Developed a successful social media campaign and dynamic ad strategy for a national brand San Antonio, TX and with a heavy presence at HEB, Wal-Mart, and Bass Pro Shop

• Email Marketing Success– Created automated email campaign strategy through Mailchimp and ActiveCampaign, HubSpot that increase holiday sales by 3 - 6 percent each time SALONS BY JC 2019 to 2020

Digital Advertising Manager San Antonio, TX

Spearheaded Salons by JC brand recognition and positioning. Played a pivotal role in driving brand recognition and market positioning for Salons by JC. I liaised with franchise owners to understand their unique goals and budgets, while presenting the benefits of our in-house mar- keting services to maximize their ROI. Leveraging my extensive experience in digital market- ing, I spearheaded the development, implementation, and optimization of all paid traffic chan- nels, including Google ads, social media ads, and managed social media ad strategies and reporting system. I meticulously tracked campaign performance, generated comprehensive reports, presented my findings, and provided actionable recommendations based on KPIs to enhance overall marketing efficacy. By leveraging my expertise, I successfully drove consis- tent growth and profitability for the organization. Key Achievements

• Generated Results – Increased monthly aggregated lead results. Increased total occupancy rate from 82 percent to 84 percent

• Improved Onboarding Process – Assisted in restructuring new franchisees onboarding process—which included D-day, to weekly touch-base with the marketing department. Imple- mented proper naming conventions for all digital platform like Google Ads account, Facebook and Instagram account by name and location—which helped with reporting.

• Digital Ad Test – Conducted dynamic test on images, content messaging, phrase words and value offers that improved engagement by 6 percent, CTR on Google Ads by 4 percent, ad relevancy on Facebook by 3 percent and overall engagement by 5 percent month after month. SAN ANTONIO SHOEMAKER (SAS SHOES, INC.) 2018 to 2019 Digital Marketing Manager San Antonio, TX

Led the development and implementation of comprehensive strategies to drive online traffic to SASshoes.com. I meticulously tracked conversion rates and consistently improved the user experi- ence (UX), usability, design, content, and conversion of the website. Leveraging my expertise in paid search, SEO, and PPC, I designed and managed successful digital marketing campaigns to improve the online visibility and engagement of the SAS brand. Furthermore, I implemented a robust social media strategy to enhance SASshoe's social media channels, raising brand awareness and driving increased customer engagement. I effectively managed the online brand and product campaigns, continually evaluating customer research, market conditions, and competitor data to stay ahead of industry trends and drive consistent growth. As a budgetary control expert, I managed all digital mar- keting platforms, ensuring the efficient allocation of resources and maximizing the return on invest- ment. To stay at the forefront of developments in digital marketing, I constantly reviewed emerging technologies and new trends, keeping SASshoes.com ahead of the curve in the ever-evolving digital landscape.

Key Achievements

• Google Ads – Created and structured several ongoing campaigns for SASshoes.com includ- ing SAS branded campaign, shopping feeds, smarts shopping campaign and seasonal cam- paigns that consistently yielded over 1000% ROAS, ROI and average of 1.90% conversion rates on weekly reporting period. (I can provide data results to show campaign performances and successes if needed ) Ran a 90-days plus report from Oct.1st, 2018 - Jan. 31st, 2019 for CEO, Nancy Richardson which included total ad spend of $35,437.82 with total rev- enue of $500,427. 58. ROI and ROAS on this were 1312% and 1412% respectively. (I can provide proof of data result if needed)

• Social Media Marketing – Developed a successful social media campaign and dynamic ad strategy for SASshoes Facebook page that increased page likes from 11,000 likes to 14,200 page likes currently. Created 5 facebook store located pages for SASshoes local stores—and created a proximity marketing strategy to drive foot traffic to each store location. The campaign ran for one month and yielded 2,218-foot traffic to the 5 local SAS stores overall.

• Email Marketing – Worked closely with the e-comm team to segment email lists. Worked with the creative team on both digital and print images, products displays and features and email layouts. Wrote all subject lines for weekly email blasts that had an average open rate of 25 percent and 5.6 CTR (click-through rates)

Feedbie Analytics 2016 to 2018

Sr. Digital Marketing Manager San Antonio, TX

Developed comprehensive digital marketing strategies to drive traffic to client's website through both paid (PPC campaigns, Facebook ads, LinkedIn ads, Bing ads, etc.) and organic campaigns (analytics, SEO, Facebook posts, Instagram, LinkedIn posts, etc.). Executed these strategies across various digital channels including web, email, and social media. Utilized advanced CRM tools such as Hub- Spot, GA4, and Salesforce to grow client's network and enhance customer relationships. Conducted target research using Adobe Site Catalyst, Pardot, and Microsoft Access to ensure a data-driven ap- proach to user experience (UX) and made necessary adjustments to marketing strategy based on in- sights gained. Created and managed effective social media strategies for clients and delegated social media tasks among team members accordingly. Monitored and reported the performance of all digital marketing campaigns, with a focus on customer touch-points and research data to continually opti- mize marketing efforts.

GOD AND CHRIST CARE HOME HEALTH 2013 to 2016

Director of Marketing San Antonio, TX

Privately held market leader, developing and implementing revenue management systems for the healthcare industry.

Developed and implemented God and Christ Care optimum PPC budgeting and bid strategies granu- larly from campaign level to keywords level. Built keyword lists for the agency's online marketing cam- paign in accordance with specific programs and campaign focus. Created and Managed agency's PPC Campaigns, including keyword lists and ad copies, for Google Ads and Bing Ads. Developed God and Christ Care’s performance management system to ensure a direct link with agency’s core values, role clarity, and goals. Analyzed objectives and KPIs to determine the optimum organizational method of PPC campaign set-up. Advanced knowledge in utilizing MOZ, Yoast, SpyFu, Traffic Travis, Google editor and keyword planner, Google Analytics, WordPress, Kenshoo, MailChimp, AWeber, Ac- tiveCampaign etc. Provided staff with clarity that aligned with the agency’s strategic direction. Im- proved skills and capabilities aligned to business needs and enabled the agency to effectively develop enrollment policies that retained patients. Oversaw all daily operation and financials including ac- counts payable, accounts receivables, billing processes, creation and implementation of policies. De- veloped reports to measure individual campaign performance. Measured performances of all digital marketing campaigns, and assessed against goals (ROI and KPIs). Key Achievements:

• Social Media Marketing and PPC - Developed God and Christ Care’s bid management cam- paign to ensure a direct interaction and communication of its core values, services, and busi- ness values. Increased social media awareness through the use of native ads in promoting various campaigns on Facebook, Snapchat, and Instagram. While generating over 2000 page likes and subscribers with the help of Spread fast, Radian6, and Brandwatch. Saved agency lots of money each month by optimizing relevant keywords search and structuring AdWords account with relevant Ads banners and A/B testing.

• Process Development - Improved patients overall experience by implementing a CRM tool that assisted in building trust, ensuring commitments were met and expectations were ex- ceeded and also provide additional information about needful products. This increased pa- tient’s census by 12 percent.

KOHL’S CREDIT CONTACT CENTER 2012 to 2013

Coordinator / Supervisor San Antonio, TX

Led non-exempt Associates to strive for and deliver a First Customer Focus in-service, sales or sup- port Kohl's customers while developing staff through coaching, providing performance feedback, ef- fective performance assessments, and establishing development plans. Managed team leads on fo- cusing on best practices for coaching and quality assurance. Increased sales and employee engage- ment by creating and developed quarterly fashion show and established the use of visual merchandis- ing and floor mannequins to display seasonal bands. Enabled phone associates to better visualize trends combination and design layout for the purpose of selling and up-selling. Developed a creative process and acted impartially to coordinate open and honest communication between associates and other areas/teams within the business. Implemented streamlined processes that made daily adjust- ments to team schedules as a result of shrinkage and volume demands within the line of business Key Achievements:

• Sales: Increased sales revenue for my department by encouraged employee engagement, visual merchandising—which used mannequins to promote seasonal bands for the purpose of selling and up-selling customers and through Kohl’s quarterly fashion show event. This in- creased sales revenue in the third and fourth quarter of 2012 for the multi sales and service

(MSS) department.

• Team Development: Responsible for the promotion of five employees on my team to level two and three associates as well as team leads. Achieved100 percent score cards performance on the team for 14 months while also earning monthly bonuses HARLAND CLARKE Contact Center 2011 to 2012

Associates Supervisor San Antonio, TX

Led, coached, trained, developed and supported 21 call center employees to ensure attainment of performance objectives. Improved team’s quality assurance by managing and working closely with the quality coach and team to establish a daily game plan to ensure quality guidelines and performance strategy is consistently performed. Supported and developed specialists and quality coach by re- sponding to questions and providing feedback, coaching, communicating information, and training. Also, conducted one-on-one sessions with specialists with the aim of improving performance. Pre- pared and conducted Performance Reviews, Individual Development Plans (IDP’s), and Business Ex- cellence Agreements (BEA’s).

Key Achievements:

• Awards: Best sales team on the floor with numerous awards for excellent customer service achievement, outstanding leadership awards, and employee engagement awards.

• Team Development: Presented a total of 12 candidates for awards recognition during the monthly top sales achievement dinner awards.

PROFESSIONAL AFFILIATION

Active Member of American Marketing Association (AMA), The National Society of Leadership and Success and Phi Theta Kappa Honor society Beta Lambda Upsilon Chapter.

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