Grace Incerto
Darien
Summary
Dynamic Paid Search Manager with a proven track record at Wavemaker, excelling in SEM and strategic client relationship management. Recognized for transforming at-risk accounts and delivering impactful insights, I leverage performance data and mentorship to drive campaign success and foster team growth in the pharmaceutical advertising sector.
Overview
7
7
years of professional experience
1
1
Certification
Work History
Paid Search Manager
Wavemaker
New York City
09.2021 - Current
- Promoted twice from Associate to Senior Associate to Manager, demonstrating consistent growth and leadership in digital advertising.
- Lead the day-to-day management and strategic development of client paid search programs, encompassing bid recommendations, execution details, budgets, and overall goal achievement, with a deep focus on pharmaceutical clients in rare disease, eye health, kidney disease, and neurology (OTC & RX).
- Successfully re-engaged at-risk clients, transforming relationships and securing continued business through expert strategic insights and tailored recommendations, including one instance recognized by the Wavemaker North America CEO.
- Optimize accounts' Search Engine Marketing (SEM) campaigns by meticulously tracking KPIs, pacing toward set budgets, and proactively monitoring traffic abnormalities to ensure maximum efficiency and performance.
- Serve as the primary point of contact for day-to-day client inquiries, managing escalations, and fostering strong, trusted-advisor relationships with key client contacts, often serving as the designated point for critical discussions with internal and external leadership.
- Conduct in-depth market research, competitive analysis, and trend identification to inform strategic recommendations and uncover opportunities for campaign optimization and new solutions.
- Collaborate daily with direct search teams, engines, and platforms to ensure continuous improvement and leverage campaign management tools to track performance, identify growth opportunities, and manage account health.
- Write, revise, and traffic compelling creative text ads based on briefing materials, website content, and client direction, ensuring alignment with brand messaging and campaign objectives.
- Monitor, track, and evaluate campaign performance analytics against client KPI targets and baselines, presenting data-driven insights and actionable recommendations to clients, delivering impactful presentations at major client tactical planning sessions and Quarterly Business Reviews (QBRs).
- Manage and mentor junior team members, providing training, guidance, and oversight of deliverables to enhance team capabilities and project execution, with all mentees exceeding performance expectations.
- Actively contribute to corporate initiatives, automation projects, and process improvements, staying current on industry trends and emerging technologies to enhance practice offerings.
Mentor & Program Coordinator
Advancity - Global Online Platform
11.2018 - 11.2021
- Mentored international students on effective communication and articulation in English via video sessions.
- Engaged in meaningful conversations to help students overcome cultural obstacles, fostering an inclusive and supportive learning environment.
- Partnered with company executives to promote and market the program across various platforms and university campuses.
Media Services Manager
LS Media
Westport
08.2019 - 07.2021
- Built and managed successful Facebook and Google advertising campaigns from conception to execution.
- Collaborated with digital media and analytics teams to interpret performance trends and derive actionable insights for campaign optimization.
- Examined competitor media activity to inform strategic planning and presented findings to clients.
- Wrote feature articles for client websites based on industry research and analysis, enhancing content marketing efforts.
Programmatic Fellow
MiQ
New York City
06.2020 - 08.2020
- Participated in weekly workshops and webinars to learn the fundamentals of programmatic advertising.
- Collaborated with fellows to construct a sample marketing campaign and present a Client Services analysis.
Education
Bachelor of Arts - Advertising/PR, Global & International Studies
Pennsylvania State University
University Park, PA05.2021
Skills
- Paid Search (SEM) PPC Optimization
- Google Ads
- Microsoft Advertising (Bing Ads)
- Veeva Vault Platform Management
- Prisma Media Buying
- Keyword Research
- Pharmaceutical Advertising
- Performance Tracking & Reporting
- KPI Analysis
- Strategic Client Relationship Management
- Client Education
- Presentation Skills
- Bid Management Tools (eg, SA360)
- Microsoft Office Suite (Excel, PowerPoint, Word)
- Oral & Written Communication
- Interpersonal Connectivity
- Mentorship
- Team Collaboration
- Cross-functional Collaboration
- Ad copywriting
Certification
• Certified Health Coach, Institute of Integrated Nutrition's Health Coach Training Program, 05/01/24
• Microsoft Advertising Certified Professional
• Google Ads Search Certification
• Search Ads 360 Certification
• Microsoft Advertising Certified Professional
• Google Ads Search Certification
• Search Ads 360 Certification
Timeline
Paid Search Manager
Wavemaker
09.2021 - Current
Programmatic Fellow
MiQ
06.2020 - 08.2020
Media Services Manager
LS Media
08.2019 - 07.2021
Mentor & Program Coordinator
Advancity - Global Online Platform
11.2018 - 11.2021
Bachelor of Arts - Advertising/PR, Global & International Studies
Pennsylvania State University