Devin Nolan
New York
Summary
Dynamic marketing executive with a proven track record, excelling in paid marketing and data analytics. Spearheaded initiatives that drove significant revenue growth and audience acquisition, leveraging multichannel strategies and innovative content approaches. Adept at fostering cross-functional collaboration and optimizing performance metrics to achieve business objectives.
Overview
20
20
years of professional experience
Work History
Sr. Vice President, Growth and Acquisition, Global
The Knot Worldwide
New York
01.2021 - 12.2025
- Lead US, EU, LATAM teams responsible for paid marketing, SEO, ASO, affiliate, data analytics and corporate strategy across 5 brands and 9 regions
- Focus on accelerating growth of revenue engines through audience acquisition including subscription, ecommerce, local advertising (two-sided marketplace), national advertising through B2B and B2C engagement
- Implemented value creation plans for EU, LATAM marketplace SEO and US content strategy focusing on depreciating channels, defining KPIs, developing measurement capabilities, and creating product roadmap for technical optimization and keyword strategy, achieving first YoY growth in two years by Q4 2021 exceeding search demand.
- Created affiliate program to establish new acquisition channel incentivizing publishers, coupon, and loyalty sites to drive high-value actions, resulting in 10% increase in ecommerce transactions at 3.0 ROAS.
- Represent marketing on P&L impact, competitive positioning and strategy across full funnel on all BOD and investor quarterly calls
- Developed organization's first mixed media model and advanced multi-touch attribution models in response to channel investments and opportunity identification.
- Formerly XO Group Inc. Brands Supported: The Knot, WeddingWire, Bodas, Hitched, The Bump, Simply Eloped
Vice President, Growth and Acquisition, US
The Knot Worldwide
01.2016 - 01.2020
- Built in-house paid marketing program from pilot to current global team of eight. Increased paid marketing budget from zero to $25MM generating 2.0 ROAS
- Developed and implemented LTV analysis for predictive revenue stream models calculating ROAS across multiple revenue engines utilized by all marketing channels, informing business line P&Ls. Models predicted subscriber engagement with high-value actions and estimated value of actions using 30 user data points
- Drove The Knot from #2 ranked wedding app on iOS and Android platforms to #1 through building ASO strategy and implementing consistent test and learn programs - #1 rank has held for 2.5 years
- Assessed M&A opportunities, developing acquisition plan to combine The Knot, Weddingwire, Bodas, and Hitched brands, resulting in largest global wedding marketplace, registry, and content destination following private equity acquisition in 2019
- Formerly XO Group Inc. Brands Supported: The Knot, WeddingWire, Bodas, Hitched, The Bump, Simply Eloped
Retail Strategist, Downstream Fuels and Lubricants, Americas
ExxonMobil
Spring
01.2014 - 01.2016
- Implemented Co-op marketing strategy successfully winning 22% increase in shelf space at Walmart & 30% at national auto retailers in the US
- Developed e-commerce strategy for Mobil 1 and Mobil Super through market analysis, vetting emerging e-retailers, and establishing partnerships with existing customers' digital sales programs.
- Monitored retail marketplace and developed actionable insights for Mobil 1 and Mobil Super brands across US, Canada, and Mexico, utilized by upstream, sales, and retail marketing teams.
- Created retail channel plan, sub-channel marketing plans, and customer line reviews to drive incremental sales by identifying market trends, expanding distribution, and building strategic relationships with key retailers.
Vice President, Audience Development and Marketing Operations
AOL
New York
01.2012 - 01.2014
- Led acquisition and retention by managing paid marketing, social, email, SEO/ASO, and creative teams to enhance audience engagement.
- Stewarded all media buys including oversight of strategic allocation and channel mix, forecasting, negotiation, trafficking and reporting for acquisition as well as brand and B2B efforts. Formats included OOH, TV, radio, display, video, email, social and search. Buys represented $45MM annual budget
- Successfully transitioned AOL paid search program off Google AdSense credits after AOL Search partnership with Google was sunset. Rebuilt program strategy focusing on 10 brands that could or had the potential to drive ROAS positive return within each brand P&L. Revised program drove $52MM revenue at 1.5 ROAS, doubling in the second year at same ROAS point
- Increased email ad impressions 2X by optimizing newsletter strategy, expanding subscriber base with on-site sign-up widgets, and improving engagement through A/B testing of content, format, and ad unit placement.
- Developed the go-to-market plan for over 24 mobile applications resulting in over 2MM annual downloads. Twelve applications reached the iTunes or Google Play top 10 list
- Expanded AOL Facebook footprint from 1MM to 2.5MM followers by overseeing social team and implementing targeted growth strategies.
- Brands Supported: AOL.com, Huffington Post, Patch, TechCrunch, Engadget, MapQuest
Director, Audience Development
AOL
New York
01.2010 - 01.2011
- Supported various brands such as AOL.com, Huffington Post, Patch, TechCrunch, Engadget, and MapQuest.
- Led strategic initiatives to enhance user engagement and brand loyalty.
- Developed and implemented comprehensive marketing strategies for digital platforms.
- Collaborated with cross-functional teams to drive product innovation and development.
Senior Operations Analyst
Advertising.com
Baltimore
01.2009 - 01.2010
- Developed and managed AOL brand acquisition program, overseeing 40 accounts and $75MM annual budget through partnership with Google AdSense
- Oversaw all campaign operations, focusing on performance analysis, optimization strategy, budgeting, reporting, ad development, and creative testing.
- Developed custom search optimization solutions to enhance efficiencies, including keyword bid algorithms and first-in-industry automated keyword and ad generators through partnership with Omniture and Google
- Led analysis in agency model for PPC and display buys for clients including Verizon Wireless, University of Phoenix, OptionsXpress, Stamps.com prior to managing AOL brand acquisition program
- Acquired by AOL 2006, Integrated in 2009
Operations Analyst
Advertising.com
Baltimore
01.2006 - 01.2009
- Managed integration process into AOL in 2009
- Analyzed operational data to identify trends and improve performance efficiency.
- Collaborated with cross-functional teams to streamline advertising processes and workflows.
- Developed reports on campaign performance using analytical tools and software systems.
Education
MBA - Finance Concentration
Loyola University
Baltimore, MarylandBS - Marketing, Management Concentration
Salisbury University
Salisbury, MarylandSkills
- Customer acquisition strategies
- Paid marketing
- Affiliate marketing
- SEO strategies
- Content strategy
- Revenue forecasting
- Market analysis
- Attribution modeling
- Digital analytics
- Data analytics
- Marketing integration
Timeline
Sr. Vice President, Growth and Acquisition, Global
The Knot Worldwide
01.2021 - 12.2025
Vice President, Growth and Acquisition, US
The Knot Worldwide
01.2016 - 01.2020
Retail Strategist, Downstream Fuels and Lubricants, Americas
ExxonMobil
01.2014 - 01.2016
Vice President, Audience Development and Marketing Operations
AOL
01.2012 - 01.2014
Director, Audience Development
AOL
01.2010 - 01.2011
Senior Operations Analyst
Advertising.com
01.2009 - 01.2010
Operations Analyst
Advertising.com
01.2006 - 01.2009
MBA - Finance Concentration
Loyola University
BS - Marketing, Management Concentration
Salisbury University