John Scott Smith
Milford,MA
Summary
Seasoned Search Engine Marketing Manager with a proven track record at Trader Interactive and MyFHA.net, Inc., excelling in digital marketing and creativity. Spearheaded innovative campaigns, significantly improving conversion rates and net revenue. Expert in Google Ads, Microsoft Ads, and fostering team collaboration. Demonstrated excellence in budget administration and staff management, driving substantial growth and performance enhancements across multiple channels.
Overview
28
28
years of professional experience
Work History
Search Engine Marketing Manager
Trader Interactive
Virginia Beach, VA
04.2022 - 11.2024
- While working remotely, I managed a team of two direct reports. My team was responsible for all paid search advertising, for staying within budget, and for every one of Trader Interactive's brands.
- Our adverting channels included Google Ads, Microsoft Ads, and Meta Ads.
- Prepared weekly reports and insights for the VP of Search Strategy and occasionally for the CMO and the COO.
- Liaised with the Product Managers to keep the teams apprised of shifts in paid search resources empowering them to anticipate changes in traffic, conversion rates, and leads
- Together with my team rebuilt every campaign for RV Trader, Cycle Trader, Boatmart, Equipment Trader, and Commercial Truck Trader from scratch
- Added Performance Max campaigns to Google Ads with the result of improving both our cost per lead and cost per visit
- Ushered in a culture of testing across and within our advertising channels to consistently improve performance
- Created remote 'talent exchange' with the SEM Department of our parent company, Carsales.com in Australia, to share insights and ideas across the broader corporate environment
Search Services Specialist
Trader Interactive
08.2021 - 04.2022
- Responsible for performance and budgets for 65+ accounts using Google Ads and Microsoft Ads in a fully-remote agency setting
- Created campaigns including remarketing and geofencing, designed and tested ad copy, produced and distributed monthly reports for my clients, and liaised with both internal account executives and clients to provide updates and discuss campaign strategies and budget recommendations
- Transitioned the accounts I was assigned from a focus on clicks and click-through rate to the goals of conversions and conversion rates resulting in a significant improvement in both quantity of leads and their cost per acquisition
- Produced SOP and provided training to my teammates on maximizing conversions for their accounts
- Initiated virtual 'brown bag' lunches with my teammates to help build team cohesion and camaraderie while working in a fully remote environment
Search Services Specialist Independent Contractor
Trader Interactive
06.2021 - 08.2021
- Started with Trader Interactive in a contractor capacity to assist their Search Services team
- Managed performance and budgets for 20+ accounts in Google Ads and Microsoft Ads
- Over three months, Trader Interactive grew both my number of accounts and weekly time commitment and then offered me a full-time position in August of 2021 which I accepted
President and 100% Shareholder
MyFHA.net, Inc.
Boston, USA
07.2006 - 07.2019
- Developed customer base and advertisers for a startup web-based lead generation company
- Designed, implemented, and managed Google and Bing campaigns with over a million dollar annual ad spend
- Expanded what began as a mortgage lead company into two additional verticals helping my company thrive and grow through both the real estate market correction and the Great Recession
- Hired and supervised one full-time remote employee who worked as my Content Creator and Planner
- Worked directly with both a Google Ads and a Bing Ads representatives
Senior Mortgage Consultant
American Home Mortgage
Lake Katrine, USA
02.2005 - 07.2006
- Mortgage originator in a call center utilizing both Internet lead sources and private label accounts
- My focus was on high volume with reasonable markup on all of our mortgage products
- Due to my professionalism and level of customer service, I was awarded 'Private Label' status, providing mortgage origination for New York Community Bank, Queens County Bank, Roslyn Savings Bank, Richmond County Bank, and First Florida Credit Union
- I independently recognized niche markets and took the initiative to gain expertise in FHA and VA mortgages to assist first-time home buyers and those seeking financial assistance
Owner/Operator
John Smith Property Management
Urbana/Champaign and Rockford, USA
04.1997 - 01.2005
- Property management of real property investments in Champaign/Urbana, and surrounding area
- After moving to Rockford, IL in 2002, I added a mixed-use project to my personal and management portfolio
- Responsible for every aspect of property ownership and management
- Marketing campaign recognized and identified at National Apartment Association (NAA) Orlando, FL, 2002
- Developed a multi-language ad campaign to increase market share with the international student population
Education
Bachelor of Arts - Speech Communication, Minor in Psychology
University of Illinois At Urbana/Champaign
Master of Science - Education focus Community Counseling
Eastern Illinois University
CharlestonSkills
- Creativity and problem-solving
- Digital marketing
- Google Ads
- Microsoft Advertising
- A/B Testing
- Email Marketing
- Keyword Research
- Budget administration
- Staff management
Community Involvement
- Former Chair of the Medway Library Board of Trustees to which I was first elected in 2014. My term ended when I relocated from Medway to Milford in December of 2024.
- Former Merit Badge Counselor for Cooking, Reading, and Public Speaking for my two sons' Scouts BSA Troop 108. Before that I was the Camp Carpenter Coordinator for their Cub Scout Pack.
Hobbies
I'm a hobby baker who has taught several baking and pastry seminars through Medway Community Education. These have included Cream Puffs and Eclairs with Homemade Pastry Cream, Oeufs à la Neige in Crème Anglaise (which is much easier to prepare than it sounds), and Chocolate Truffles.
References
References available upon request.
Timeline
Search Engine Marketing Manager
Trader Interactive
04.2022 - 11.2024
Search Services Specialist
Trader Interactive
08.2021 - 04.2022
Search Services Specialist Independent Contractor
Trader Interactive
06.2021 - 08.2021
President and 100% Shareholder
MyFHA.net, Inc.
07.2006 - 07.2019
Senior Mortgage Consultant
American Home Mortgage
02.2005 - 07.2006
Owner/Operator
John Smith Property Management
04.1997 - 01.2005
Bachelor of Arts - Speech Communication, Minor in Psychology
University of Illinois At Urbana/Champaign
Master of Science - Education focus Community Counseling
Eastern Illinois University
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