Marketing Manager Digital

Michael Adesanya

Dallas, TX

430-***-****; ***.**********@*****.***

EDUCATION

Texas A&M University- Commerce December 2023

MS, Business Analytics (Marketing analytics)

University of Ibadan May 2019

Bachelor of Arts, Theatre Arts

PROFESSIONAL EXPERIENCE

Digital Marketing Manager – Midwest Region. Jan 2025 - present

Apex Service Partners

● Spearhead digital acquisition strategy across 17 home service brands in the Midwest region, managing a $1M+ monthly budget across Google Search, PMAX, Display, and YouTube campaigns.

● Drive measurable lead growth through high-intent campaigns optimized for ROI, leveraging deep keyword segmentation, geo-targeting, and cross-channel creative testing.

●Integrate and manage campaign performance tracking through ServiceTitan CRM, ensuring full-funnel visibility from impression to booked appointment and enhancing reporting accuracy.

● Collaborate with data and operations teams to align media strategy with downstream metrics (booked jobs, revenue, close rate), enabling smarter budget reallocation and forecasting.

● Maintain and iterate on a centralized creative asset library, measuring creative effectiveness and guiding ad production based on engagement and conversion performance.

●Conduct ongoing performance reporting and analysis using Google Ads, GA4, and ServiceTitan data to inform weekly campaign adjustments and executive summaries.

Senior Digital Analyst, June 2023 - Jan 2025

ShopexTV

●Revamped the website’s tracking strategy by unifying data collection with Google Analytics Universal and GTM, while integrating key conversion measurement signals from our media partners to ensure accurate reporting.

● Collaborated with the marketing team to fine-tune attribution models and media buys—working closely with partners managing programmatic campaigns—to boost ROAS by 35%.

● Developed automated SQL reports and interactive Tableau dashboards that reduced manual reporting time by 60% and provided actionable insights into customer behavior.

●Enhanced e-commerce tracking to capture detailed user actions during the shopping journey, leading to a 20% improvement in conversion and retention strategies.

●Organized cross-department training sessions that drove 100% adoption of the new analytics framework and best practices.

Graduate Assistant, Sep 2022 - Dec 2023

Texas A&M University-Commerce, Commerce, TX

●Sourced and analyzed student satisfaction data using Qualtrics to provide insights for the University's Continuous Improvement Plan

●Generated reports and dashboards to support survey development and related initiatives.

●Supported the College of Business by implementing and optimizing marketing programs on platforms like LinkedIn Ads and Facebook, contributing to a 25% increase in leads.

Digital Media Analyst

Flashlearners Jan 2020 - Aug 2022

●Implemented a unified tracking solution across web and mobile channels using Universal Analytics, Firebase, and GTM, seamlessly integrating data to provide a full picture of user behavior that drove a 30% improvement in retention.

●Collaborated with the media team to incorporate advanced conversion tracking signals, ensuring that performance data from display campaigns was accurately captured and reflected in our analytics.

●Optimized app performance and user engagement by establishing cohort analysis models that reduced churn by 15% and improved course completion rates by 25%.

●Led A/B testing initiatives on landing pages and onboarding flows that increased new user activation by 22% through continuous optimization.

●Worked closely with cross-functional teams to refine campaign measurement, resulting in a more streamlined integration between media buying tools and internal analytics

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PPC Specialist Jun 2018 – Jan 2020

X3M Ideas

●Managed PPC campaigns across Google Ads, Bing, and social platforms, refining audience targeting and conversion tracking to reduce CAC by 25%.

●Developed and implemented segmentation strategies that boosted campaign ROAS by 30% while streamlining conversion tracking across platforms.

●Implemented conversion tracking fixes that resolved discrepancies across ad platforms, ensuring reliable performance metrics.

Technical skills: Conversion Funnel Analysis, Google Ads (Search, Display, App and Shopping, Pmax), Google Analytics, Google Tag manager, HubSpot, Tableau, SQL, A/B testing.

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