Summary
Seasoned Digital Marketing Leader with over 15 years of experience driving performance across large-scale paid media campaigns. Proven success in managing annual budgets exceeding $450M, optimizing ROI, and consistently surpassing revenue and profit goals through data-driven strategy and cross-channel expertise.
Experience
Head of Paid Media
January 2025 – Present · Chicago, IL
Envisionit
- Oversee and directly manage paid search (SEM) campaigns for 14 clients across diverse industries including lead generation, travel and tourism, and healthcare, delivering scalable growth and performance optimization.
- Lead the paid media department, driving strategy, execution, and optimization across Google Ads, Bing, Meta, LinkedIn, programmatic and traditional platforms to achieve measurable client outcomes.
- Develop and implement full-funnel SEM and paid media strategies aligned with client objectives, integrating performance data and creative insights to maximize ROI and achieve key business outcomes.
- Manage, mentor, and train a team of digital media specialists, associate media directors and media directors, establishing best practices for campaign management, testing frameworks, and data-driven decision-making.
- Collaborate cross-functionally with creative, analytics, and account teams to deliver cohesive marketing solutions, streamline reporting, and ensure flawless campaign execution.
- Oversee budget allocation and performance forecasting across all paid search and paid media channels, maintaining profitability and efficiency while identifying new growth opportunities.
Head of Paid Search (SEM)
Jun 2021 – January 2025 · Charleston, SC
CompareCredit
- Managed all aspects of Google Ads (AdWords) strategy, including keyword development, ad copy testing, automation scripts, and search query analysis, driving profit margins from 5% to over 22% while managing an $120M annual budget.
- Led and mentored a team of two in the full-scale management of Bing Ads, providing strategic direction, overseeing campaign execution, and optimizing performance to maximize ROI.
- Supported paid social media initiatives within the credit card vertical, assisting in campaign setup, optimization, and performance analysis.
- Partnered cross-functionally with the business development team to identify new opportunities, deliver accurate monthly forecasts, and strengthen strategic partnerships.
- Presented bi-weekly and monthly performance insights to leadership, highlighting strategic recommendations, revenue trends, and profit projections.
- Collaborated with the product team to test and optimize landing pages, implementing data-driven on-page improvements to enhance key performance indicators (KPIs).
- Oversaw marketing project management via Linear, ensuring streamlined workflows, cross-departmental coordination, and timely project delivery.
Head of Digital Marketing
Jun 2019 – May 2021
GoCollect
- Led a team of six overseeing all marketing operations for GoCollect and its two subsidiary brands, spanning paid search, paid and organic social, native advertising, and influencer marketing.
- Delivered year-over-year growth in both paid subscriptions (+23%) and free subscriptions (+37%), while improving key efficiency metrics including CVR and ROAS.
- Forged and managed strategic brand partnerships, unlocking new cross-sell opportunities and expanding audience reach across verticals.
- Partnered with Product and Development teams to enhance site functionality, identify testing opportunities, and optimize user experience through data-informed insights.
- Conceptualized and executed high-impact marketing events around product launches and partnerships, driving engagement and brand visibility.
- Streamlined project management and cross-departmental coordination via Jira, improving workflow efficiency and ensuring timely campaign delivery.
Senior Manager, Paid Search (SEM)
Jun 2016 – Jun 2019
LendingTree
- Directed end-to-end management of Google Ads campaigns for the Personal Loans and Credit Cards verticals, driving scalable growth and operational excellence.
- Achieved a +150% increase in monthly profits, boosting earnings from $700K to $2–2.5M through data-driven optimization, advanced bidding strategies, and creative testing.
- Led a team of four Paid Search Managers overseeing Bing Search and Native Advertising across multiple verticals, including personal loans, credit cards, student loans, and auto.
- Partnered cross-functionally with the Product team to design, test, and optimize landing pages, implementing on-page enhancements that significantly improved conversion and engagement KPIs.
- Facilitated weekly leadership and team meetings to align priorities, improve efficiency, and ensure seamless execution across campaigns and initiatives.
- Presented weekly strategic insights to executive leadership, including revenue performance updates, profit projections, and actionable recommendations for growth.
- Earned multiple promotions at LendingTree, advancing from SEM Analyst to Senior Manager in recognition of consistent performance, leadership, and business impact.
Senior Analyst, Paid Search (SEM)
Feb 2015 – Jun 2016
CompareCards (Acquired by LendingTree)
- Directed end-to-end management of Google Ads and Bing accounts for the Credit Card vertical, optimizing performance across large-scale campaigns.
- Drove a +200% increase in monthly profits, elevating earnings from $200K to $700K through advanced bidding strategies, automation, and data-driven optimizations.
- Developed custom ad group–level bid automation scripts, significantly improving ROAS and overall campaign profitability.
- Supported the execution and optimization of paid social campaigns to complement search performance and strengthen cross-channel strategy.
- Conducted weekly account audits, delivered actionable insights, and implemented strategic enhancements to maximize efficiency and ROI.
- Selected to join the Bing Native Ads beta program, partnering directly with the Bing product team to provide feedback, influence platform development, and become one of the first adopters of Bing Native Ads.