Results-oriented Demand Generation Manager with robust experience in strategic media planning, paid media strategy, and multi-channel marketing. Proven ability to leverage ABM tactics, data analysis, and marketing strategies to drive brand awareness, lead acquisition, and sales. Seeking to utilize my expertise to effectively manage and optimize campaigns, contributing to the growth and success of a progressive organization.
Hi, I’m
Kaela Edwards
Denver,CO
Summary
Overview
8
years of professional experience
1
Certification
Work History
MOI Global, Inc.
Senior Digital Media Planner
11.2021 - Current
Job overview
- Managed $1.7MM yearly budget, staying within 1% budget pacing allowance.
- Trained and mentored team members and vendors to manage the paid media advertising strategy across multiple channels, driving 30% more leads.
- Lowered cost per lead (CPL) by 22% while maintaining target lead acquisition.
- Assisted with media buying for third-party programmatic and content syndication vendors, generating 1,200 leads per quarter.
Independent Contractor
Paid Media Strategist
03.2021 - 11.2021
Job overview
- Performed paid media audits and developed lead generation strategies based on budget and goals.
- Created a multi-channel strategy approach, leading to a 23% increase in acquisitions for an engineering firm.
- Developed a full-funnel approach for Facebook and YouTube for a trading company, resulting in a 19% increase for registrations.
Revenue River
Paid Media Strategist
12.2020 - 03.2021
Job overview
- Provided comprehensive account audits, engagement strategies, and account management for 21 clients.
- Recommended the implementation of a unique niche ad platform for a healthcare client, resulting in an 11% increase in sales qualified leads (SQLs).
- Initiated the implementation of Google Tag Manager (GTM) across client accounts to set up efficient conversion tracking.
FYIN
Paid Search Strategist
06.2019 - 12.2020
Job overview
- Served as the main POC for multiple B2B/B2C clients' day-to-day account needs.
- Drove and maintained a 3:1 ROAS for a large B2B SaaS client over a 4-month period.
- Developed buyer personas for audience segmentation and targeting, yielding better insights for data-driven strategies and increasing marketing leads by 11%.
Innovative Business Solutions, Inc.
Marketing Communications Specialist
12.2018 - 06.2019
Job overview
- Created email campaigns to engage and nurture leads, increasing event attendee acquisition by 300%.
- Planned, developed and executed multiple events and trade shows to increase the number of prospects by 23%.
MKS SOLUTIONS
Paid Media Specialist
07.2016 - 12.2018
Job overview
- Increased the social media following of an author account by over 160% in a 3-month period.
- Managed digital advertising efforts in Facebook and Google Ads, increasing the conversion rate from 0.5% to 4.2%.
- Utilized conversion attribution to track and optimize performance data to grow a B2C client account.
Education
University of IdahoMoscow, ID
Bachelor of Science from General Studies
05.2012
University Overview
Minor: Advertising & Writing
Skills
- A/B Testing
- Account Based Marketing (ABM)
- Budget Allocation, Forecasting & Management
- Cross-Channel Marketing / Integrated Marketin / Omni-Channel Marketing
- Data Analysis & Optimization
- Full-Funnel Marketing Strategy
- Lead Generation/Demand Generation
- Marketing Automation
- Paid Media
- Project Management
- Retargeting/Remarketing (RTG/RMT)
Certification
- Certified Google Ads, Google - 2019
- Certified Social Media Marketing, Hootsuite - 2016
Platforms & Tools
Platforms & Tools
- 6Sense
- Bombora
- Google Ads
- Google Analytics
- Google Tag Manager
- Looker Studio
- MailChimp
- SEMrush
- Spotify
- SpyFu
- TapClicks
- YouTube
- StackAdapt
Timeline
Senior Digital Media Planner
MOI Global, Inc.
11.2021 - Current
Paid Media Strategist
Independent Contractor
03.2021 - 11.2021
Paid Media Strategist
Revenue River
12.2020 - 03.2021
Paid Search Strategist
FYIN
06.2019 - 12.2020
Marketing Communications Specialist
Innovative Business Solutions, Inc.
12.2018 - 06.2019
Paid Media Specialist
MKS SOLUTIONS
07.2016 - 12.2018
University of Idaho
Bachelor of Science from General Studies
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