Grady Henry
Ankeny,IA
Summary
Skilled Sr. Paid Search Manager aiming to leverage 10+ years of experience in marketing roles. Well-versed in analyzing consumer behavior to drive growth and improve performance. Hardworking and meticulous with an excellent work ethic and strong business acumen.
Overview
12
12
years of professional experience
1
1
Certification
Work History
Senior Paid Search Manager
Intertwine Interactive
12.2019 - Current
- Create, manage, and optimize PPC marketing efforts for 10 clients between e-commerce and lead generation
- Work directly with clients to understand their underlying needs and facilitate growth of sales and/or leads while minimizing ad spend waste
- Specialties include account audits, data feed management, attribution modeling, detailed report creation, and much more
- Conduct search term research and keyword/negative keyword selection for PPC campaigns
- Manages one direct report and oversees campaign for client that consistently exceeds sales goals
- Conduct trend forecasting and analysis
- Increase brand awareness through targeted initiatives
- Assess KPIs to achieve in-depth understanding of campaign performance
- Develop and retain strong rapport with multiple high-value clients
- Use various market research tools and techniques to gather, analyze and interpret data
- Track key metrics and develop spreadsheets and data models
- Devise data visualization dashboards to make complex data more accessible to stakeholders
- Assemble reports and presentations to share insights and recommendations with stakeholders
- Analyze data to uncover insights and identify key opportunities to inform strategic decisions
- Collect and analyze data from variety of sources to create detailed market research reports for top-level decision-makers
Paid Search Manager
Intertwine Interactive
06.2015 - 12.2019
- Developed, implemented, and optimized strategies for 8 PPC clients
- Conducted search term research and keyword/ negative keyword selection for PPC campaigns
- Improved click-through-rates, quality score, and ad relevance
- Conducted A/B tests to optimize ad copy for optimal campaign performance
- Created weekly performance reports
- Created customized ad-hoc performance reports for clients as needed
- Managed relationships with clients and agency reps at both Google and Yahoo/Bing, Improve click-through-rates, quality score, and ad relevance
- Used various market research tools and techniques to gather, analyze and interpret data
- Conducted primary and secondary research to better understand customer needs and behaviors
- Tracked key metrics and developed spreadsheets and data models
- Devised data visualization dashboards to make complex data more accessible to stakeholders
- Generated reports to support development and implementation of marketing plans
- Assembled reports and presentations to share insights and recommendations with stakeholders
- Analyzed data to uncover insights and identify key opportunities to inform strategic decisions
- Collected and analyzed data from variety of sources to create detailed market research reports for top-level decision makers
Online Marketing Optimization Manager
Hayneedle, Inc
11.2014 - 06.2015
- Managed set of 7 PPC marketing campaigns including Pets, Indoor Games, Outdoor Games, Fitness Equipment, Home Improvement and Organization, and Optics
- Analyzed data to make key decisions involving landing page placement and ad copy testing
- Optimized campaigns using keyword research and past search term performance to maximize Return on Ad Spend (ROAS)
- Increased Click-Through Rate (CTR) and Conversion Rate on Hammocks ad campaign through optimization process in April 2014
- Communicated with buyers and merchandisers to improve quality of customer experience
- Interacted with company's agency reps at Google and Yahoo/Bing and met quarterly for business updates
Online Marketing Specialist
Hayneedle, Inc
02.2014 - 11.2014
- Collected and analyzed data to improve strategies
- Created and managed 10 landing pages for products
- Developed and implemented techniques for increasing page visits and likes
- Optimized website content and images to improve search engine rankings
- Researched and analyzed industry trends to inform search marketing strategies
Online Marketing Coordinator
Hayneedle, Inc
08.2013 - 02.2014
- Worked with online marketing managers to maximize company's marketing spends
- Conducted keyword research and generation
- Performed keyword analysis and optimizations by 10% to meet ROI goals
- Investigated new opportunities in PPC and made recommendations
- Wrote ad copy for use in multivariate testing
Marketing Associate
SandStream Marketing LLC
04.2013 - 01.2014
- Evaluated company business plan for readability and updated data to coincide with current trends in marketplace
- Conducted market research on industry and competition to determine feasibility of business through trends in market share, growth, and key players
- Designed multiple product websites for prospective investors and clients and optimized them through internet marketing, SEO, and Google Analytics
Marketing Intern
Access 2 Independence
05.2011 - 08.2011
- Assisted in development and launch of Iowa City’s Americans with Disabilities Act Celebration
- Wrote and produced 5 brochures to help make community of Iowa City become more knowledgeable on Americans with Disabilities Act
- Collaborated with marketing director and was able to demonstrate key marketing analytics and demographic profiling of Iowa City and identified how to advertise Americans with Disabilities
Education
BBA - Marketing
The University of Iowa
Iowa City, IA05.2012
BBA - Entrepreneurial Management
University of Iowa
Iowa City, IA05.2012
Skills
- Microsoft Office Suite (Word, PowerPoint, and Outlook, Proficient in Excel)
- Google AdWords Certified & Bing Ads
- Pay-Per-Click (PPC) Marketing
- Data Analytics
- Project Management Abilities
- ROI Analysis
- KPI Performance
- Marketing Analytics
Certification
Google Ads Certification
Timeline
Senior Paid Search Manager
Intertwine Interactive
12.2019 - Current
Paid Search Manager
Intertwine Interactive
06.2015 - 12.2019
Online Marketing Optimization Manager
Hayneedle, Inc
11.2014 - 06.2015
Online Marketing Specialist
Hayneedle, Inc
02.2014 - 11.2014
Online Marketing Coordinator
Hayneedle, Inc
08.2013 - 02.2014
Marketing Associate
SandStream Marketing LLC
04.2013 - 01.2014
Marketing Intern
Access 2 Independence
05.2011 - 08.2011
BBA - Marketing
The University of Iowa
BBA - Entrepreneurial Management
University of Iowa
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