Adam Porter
St. Louis,Missouri
Summary
Resourceful and tech-savvy marketing professional with 10+ years of experience delivering creative and cost-effective solutions to drive sales, attract and retain customers, and build brand recognition. Hands-on experience and proven results with A/B testing, search, paid media, email and social media marketing.
Work History
Performance Marketing Associate
Ford Motor Company
06.2024 - Current
- Monitor the overall health of paid media campaigns and understand root causes of changes in metrics.
- Collaborate cross-functionally to identify the best paid media opportunities to drive business objectives; identify marketing. funnel opportunities resulting in improved awareness and conversion.
- Proactively develop insights with clear recommendations using both qualitative and quantitative methods.
- Identify information sources, gather, and interpret data, and present findings to executive leadership and business teams.
- Define metrics, build dashboards and understand audience cohorts and user behavior through end-to-end funnel analysis.
Digital Marketing Manager
Amazon Web Services
04.2022 - 06.2024
- Paid media lead for all 14 commercial industries on the AWS Industry Marketing team.
- Bar Raiser (Approver) for all AWS Industry Marketing team's paid social media campaigns in Sprinklr
- Managed AWS Industry Marketing's relationship with agency (IPG).
- Managed AWS Industry Marketing's SEO optimizations.
- Provided day-to-day management of digital marketing operations including project management, build, QA, deployment, and reporting.
- Built strong relationships across global team of stakeholders to achieve business objectives and improve processes and operational efficiency.
- Contributed and influence innovation roadmap for digital channel technologies, functionality, and platforms that deliver against overall business objectives and strategies.
Senior Performance Media Specialist
Enterprise Holdings
12.2018 - 04.2022
- Independently managed $40M paid media budget working directly with agency partners, media platforms, and internal stakeholders to maximize results and identify new opportunities.
- Synthesized media briefs and delivered strategic recommendations that included budget, format, audiences, messaging, and landing pages.
- Oversaw campaign builds to ensure seamless launches, including delivery of media plans, creative assets, insertion orders, authorization forms, strategic audiences, tags, pixels, URLs, measurement schedule, test plans, and other necessary campaign materials.
- Reviewed and analyzed weekly and monthly results to communicate performance trends and identify opportunities or changes in strategies.
- Align marketing expense and ROI with budgets and forecasts and make adjustments as needed.
- Led 4 person conversion optimization team (A/B Testing) utilizing Adobe Target with Adobe Experience Manager to run 30+ tests yearly.
- Provided thought leadership and served as subject matter expert in performance media. Maintained up-to-date knowledge on media trends including AdTech and data privacy.
Direct Marketing Specialist
Enterprise Holdings
09.2015 - 12.2018
- Account Executive for Alamo retail email marketing campaigns with over a million subscribers.
- Supervised multimillion-dollar Alamo SOW with agency partner.
- Managed subscriber acquisition for Enterprise, National, and Alamo.
- Created, modified, and tested promotional landing pages. (AEM)
Marketing Communications Specialist
IMPACT Group
02.2015 - 09.2015
- Developed, wrote, and promoted creative content publishing plan for blogs, sales collateral, social media channels, website, and other communications.
- Facilitated cross-functional communications team.
- Managed administration of CRM (Salesforce) and marketing automation software (Pardot).
Marketing & Sales Development Specialist
Second Street Media
02.2012 - 02.2015
- Managed outbound and drip email campaigns.
- Managed administration of CRM (Salesforce) and marketing automation software (Marketo).
- Identified appropriate marketing channels and target customers for campaigns
Education
Bachelor of Science - English
GPA: 3.95
Master of Science - Marketing
GPA: 4.0
Skills
- Digital marketing strategy
- Project management
- SEM (Google Ads/Bing Ads certified)
- SEO (BrightEdge, SeoClarity)
- Paid Media (social, content syndication)
- Programmatic Display (DV360)
- CRM administration (Salesforce)
- Marketing automation (Marketo, Pardot)
- CMS (Adobe Experience Manager)
- Marketing Analytics (Adobe Analytics)
- A/B Testing (Adobe Target)
- Market research and competitor analysis
Accomplishments
- Drove 19.7% increase in Enterprise North American paid search revenue YOY. ($888M over $742M). Increased to $1B in revenue the following year with $50M budget.
- Led optimization team which drove an additional $10M through A/B testing for Enterprise/Alamo landing pages with Adobe Target.
- Increased revenue from Alamo retail email campaign by 10% in consecutive fiscal years ($2.8M) through testing and creative refresh.
- Developed a content syndication campaign targeting executives for top AWS customers with a $100K budget which drove 1700 MALs, 71 MQLs, and $2.2M in sales pipeline with a $21.47 ROAS.
Timeline
Performance Marketing Associate - Ford Motor Company
06.2024 - Current
Digital Marketing Manager - Amazon Web Services
04.2022 - 06.2024
Senior Performance Media Specialist - Enterprise Holdings
12.2018 - 04.2022
Direct Marketing Specialist - Enterprise Holdings
09.2015 - 12.2018
Marketing Communications Specialist - IMPACT Group
02.2015 - 09.2015
Marketing & Sales Development Specialist - Second Street Media
02.2012 - 02.2015
Washington University in St Louis - Bachelor of Science, English
Webster University - Master of Science, Marketing
Overview
12
12
years of professional experience