Summary
Overview
Work History
Education
Skills
Accomplishments
Certification
Timeline
Generic

Emily McGinty

Wesley Chapel,FL

Summary

Results-driven Digital Marketing professional with 17+ years of hands-on experience managing multi-channel campaigns across Google Ads (Search, PMAX, Demand Gen, Display, Shopping, YouTube) and Amazon. Skilled in testing and optimizing strategies, driving performance improvements, and managing budgets of up to $1M per month across diverse industries, including eCommerce, Hospitality, Retail, Education, Automotive, and B2B.

Overview

20
20
years of professional experience
1
1
Certification

Work History

VP of Media Performance

85Sixty
07.2024 - Current
  • Oversee and optimize overall media performance across channels, ensuring client accounts achieve their goals through strategic analysis and innovative solutions
  • Analyze historical channel performance (YoY, seasonal, and industry trends) to uncover patterns and opportunities; identify underperforming accounts and develop turnaround strategies while scaling high-performing accounts through actionable insights and cross-channel learnings
  • Actively manage key large accounts across Google Ads (Search, PMAX, YouTube, and Demand Gen), applying deep channel expertise to ensure operational excellence across media initiatives
  • Lead and mentor the Search team of five, providing strategic guidance, performance oversight, and ongoing professional development
  • Evaluate and onboard media vendors to enhance channel performance, creating testing environments, case studies, and strategic pitches to support both client growth and new business development

Director of Paid Search Performance

85Sixty
11.2015 - 07.2024
  • Trained, managed and oversaw a Paid Search team of five people ensuring client goals are met and exceeded across all Search accounts
  • Individually managed upwards of 25 accounts for clients across various verticals totaling over 1 million/month in Google Ads spend
  • Optimized Search, PMAX, YouTube, Shopping, GDN, Demand Gen and Amazon campaigns to various goals including ROAS, CPA, CPL, CTR and brand awareness
  • Developed and implemented digital marketing strategies and media plans that aligned with business goals to maximize client profitability
  • Established and standardized key operational processes for the Paid Search team - including QA protocols, performance audits, campaign naming conventions, pacing and conversion alerts - to enhance efficiency, ensure consistency across accounts, and enable scalable growth
  • Assisted in new business development by auditing existing Paid Search accounts and creating and presenting media plans that communicated areas of improvement and opportunity

Senior PPC Strategist

Internet Marketing Inc.
12.2012 - 11.2015
  • Manage the PPC program for 17 client accounts totaling 1MM in monthly media spend
  • Train and manage a PPC Specialist on reporting, optimizations, strategy and client communication
  • Communicate with various clients regarding goals, strategies and new testing opportunities

Paid Media Manager

Covario
11.2011 - 11.2012
  • Manage the global Paid Search program for the Business segment of the Intel account
  • Launch and optimize campaigns towards various KPI’s while pacing to a 2+ million quarterly budget
  • Create and present media plans and quarterly business reviews to Intel stakeholders

Paid Search Program Manager

Digital River
01.2011 - 10.2011
  • Responsible for the strategy and execution of Kodak’s Paid Search and Display programs for the North American and European accounts
  • Implemented and optimized multi-lingual campaigns towards specific return on investment goals
  • Communicated program performance to the client and various marketing agencies
  • Worked with the Design team to develop Display banners and custom web pages to increase program profitability

Paid Search Manager

Critical Mass
11.2009 - 01.2011
  • Manage the Paid Search programs for two brands under the AutoTrader.com umbrella, including a Hispanic account
  • Optimize accounts towards various marketing objectives relating to traffic, CPC, unique visitors, CPA, page-views-per-visit, bounce rate, etc. while ensuring there is no competition among the brands
  • Utilize Google Analytics to investigate consumer behavior and develop tactical plans that increase site engagement and drive traffic to the site
  • Expand the client’s mobile presence by implementing geo-targeted and National campaigns on specific mobile devices

Digital Media Planner

Digitas
11.2008 - 11.2009
  • Planned and managed Display media for Bank of America’s online and mobile marketing campaigns
  • Created Requests for Proposals, evaluated returned proposals, and negotiated with publishers for the most efficient rates
  • Presented media recommendations to the client
  • Worked daily with publishers to set up campaigns, analyze data, monitor delivery, and optimize

Search Marketing Program Coordinator

Resolution Media
04.2008 - 11.2008
  • Managed and optimized search marketing campaigns to reach specific return-on-investment goals while pacing to the appropriate budgets
  • Collected, compiled and analyzed account data and optimized to exceed client expectations
  • Researched client and industry trends and provided insight for future opportunities to improve the efficiency of the accounts

Search Marketing Production Coordinator

Resolution Media
05.2007 - 04.2008
  • Implemented campaign and online management for search marketing accounts
  • Built and launched keyword lists and ad copy on search engines and management platforms
  • Setup and monitored keyword tracking, bid strategies, and ad optimization for search and content marketing campaigns

Account Executive

TMP Directional Marketing
09.2005 - 05.2007
  • Coordinated and managed Yellow-Page advertisements for TMP’s largest print accounts
  • Worked day-to-day with clients, agents, operations, and publishers to analyze and provide recommendations on media projects, ensuring success for both the agency and clientele
  • Managed and supervised advertising assistants and art processors to effectively produce final products that were consistent with clients’ strategies and goals

Education

Bachelor of Arts - Advertising, Minor in Marketing

Marquette University
Milwaukee, WI
05-2005

Skills

  • Google Ads
  • Microsoft AdCenter
  • Excel
  • Google Analytics
  • Tableau
  • SearchAds360
  • Team leadership
  • Critical thinking
  • Complex Problem-solving
  • Results-driven
  • Strategic planning
  • Decision-making

Accomplishments

  • Delivered 79% YoY revenue growth and improved ROAS by 22% on Google Ads for a leading outdoor lifestyle brand through full-funnel restructuring, audience segmentation, and advanced bid strategy optimization.
  • Achieved a 145% YoY lift in PMAX conversions and a 33% increase in conversion rate for a hospitality client by enhancing campaign structure, leveraging audience signals, and optimizing creative assets.

Certification

Google Ads Search Certification

Google Ads Video Certification

Google Ads Shopping Certification

Google Ads Display Certification

Timeline

VP of Media Performance

85Sixty
07.2024 - Current

Director of Paid Search Performance

85Sixty
11.2015 - 07.2024

Senior PPC Strategist

Internet Marketing Inc.
12.2012 - 11.2015

Paid Media Manager

Covario
11.2011 - 11.2012

Paid Search Program Manager

Digital River
01.2011 - 10.2011

Paid Search Manager

Critical Mass
11.2009 - 01.2011

Digital Media Planner

Digitas
11.2008 - 11.2009

Search Marketing Program Coordinator

Resolution Media
04.2008 - 11.2008

Search Marketing Production Coordinator

Resolution Media
05.2007 - 04.2008

Account Executive

TMP Directional Marketing
09.2005 - 05.2007

Bachelor of Arts - Advertising, Minor in Marketing

Marquette University

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