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Laura Minch
Jacksonville,FL
Summary
Results-driven digital marketing professional with demonstrated success leading strategic initiatives, managing complex campaigns, and fostering high-performing teams. Expertise spans campaign strategy, client relationship management, operational optimization, and cross-functional leadership. Recognized for delivering measurable business results, enhancing client satisfaction, and aligning marketing efforts with organizational priorities to drive sustained growth and long-term success.
Overview
14
14
years of professional experience
Work History
Senior Manager, Programmatic Ads
Connrex Digital (formerly Ferocious Media)
03.2021 - 05.2026
- Promoted from SEM Account Management to lead the Programmatic Advertising department, overseeing end-to-end campaign strategy, execution, optimization, and client support across diverse media channels including display, video, geofencing, OTT/CTV, and social amplification.
- Directed the successful delivery of multiple concurrent advertising campaigns, ensuring accuracy, timeliness, and alignment with client objectives in a fast-paced, high-volume environment.
- Managed campaign budgets, inventory allocation, and performance optimization initiatives, leveraging data-driven insights to maximize ROI, improve efficiency, and drive measurable business outcomes.
- Analyzed campaign performance metrics and implemented strategic optimizations to enhance audience targeting, engagement, conversion rates, and overall campaign effectiveness.
- Adapted quickly to evolving advertising technologies, media platforms, and pricing models, ensuring the organization remained competitive and aligned with industry best practices.
- Partnered cross-functionally with sales, account management, creative, and operations teams to develop integrated campaign strategies and identify new growth opportunities for clients.
- Collaborated with advertising technology vendors and media partners to facilitate onboarding, campaign activation, troubleshooting, and ongoing platform optimization.
- Contributed to internal process improvements, knowledge-sharing initiatives, and strategic planning efforts that enhanced operational efficiency and team performance.
Sr. Digital Marketing Analyst
Enspire for Enterprise (formerly Web for Enterprise)
08.2018 - 12.2020
- Managed enterprise SEM programs for national brands with a combined monthly advertising budget exceeding $200K, driving improvements in cost per lead (CPL), conversion rate (CVR), click-through rate (CTR), and lead volume through strategic campaign optimization.
- Leveraged bid management, audience targeting, ad copy testing, keyword refinement, and budget allocation strategies to maximize campaign performance and ROI.
- Quickly adapted marketing strategies during the COVID-19 pandemic by identifying emerging search trends, launching timely messaging initiatives, and aligning campaigns with evolving consumer behavior.
- Generated an additional $20K in recurring revenue by developing and implementing PPC strategies that expanded lead generation and brand awareness across 60 additional business locations.
- Built strong client trust and demonstrated performance excellence that contributed to portfolio expansion and the acquisition of additional enterprise brands.
- Led the migration of more than 300 advertising accounts to a new campaign management platform, collaborating with developers and stakeholders to ensure a seamless transition and minimize operational disruption.
- Partnered with clients and internal teams to recommend website, landing page, and user experience enhancements that improved Quality Scores, engagement metrics, and conversion performance.
- Delivered monthly business reviews and performance presentations to clients and leadership, providing strategic insights, test results, optimization recommendations, and action plans.
Manager, Acquisition Marketing
Web.com
03.2016 - 08.2018
- Selected to bring the company's paid search program in-house, resulting in a 49% reduction in cost per acquisition (CPA) and a 43% increase in conversion rate.
- Managed more than $500K in monthly advertising spend across Google Ads, Bing Ads, and display channels while consistently achieving quarterly sales, CPL, and CPA objectives.
- Developed and executed performance recovery strategies by analyzing campaign trends, identifying optimization opportunities, and implementing keyword, budget, landing page, and account structure improvements.
- Managed enterprise-level accounts and collaborated with product, sales, and marketing stakeholders to support lead generation and customer acquisition initiatives.
- Worked directly with Google, Microsoft, Yahoo, and DoubleClick representatives to implement best practices, evaluate new advertising technologies, and participate in beta testing programs, including Responsive Search Ads.
- Oversaw lead tracking and attribution across calls, forms, and chat channels, utilizing performance data to improve lead quality and increase conversion efficiency.
- Produced actionable performance reporting and competitive analyses to inform strategic decisions, uncover market opportunities, and improve campaign effectiveness.
Senior PPC Specialist
Web.com
04.2012 - 03.2016
- Advanced from a temporary associate role to a top-performing PPC analyst, consistently exceeding performance goals and earning responsibility for high-profile client accounts.
- Managed and optimized more than 100 small- and medium-sized business advertising accounts across Google Ads, Bing Ads, and Yahoo, delivering strong performance against conversion, spend, retention, and client satisfaction metrics.
- Executed comprehensive PPC strategies including keyword expansion, bid optimization, audience targeting, ad copy testing, and dayparting to improve lead generation and campaign efficiency.
- Implemented conversion tracking, call tracking, and reporting frameworks that enhanced visibility into campaign performance and marketing ROI.
- Advised clients on budget allocation, website content, landing page optimization, creative development, and search engine marketing best practices to maximize campaign results.
- Trained and mentored new team members on PPC strategy, campaign management, optimization techniques, and operational processes.
- Participated in industry webinars, vendor roundtables, and strategic workshops to stay current on evolving search marketing trends and emerging best practices.
Skills
- Programmatic, SEM & Social Ads Management
- Cross-Functional Team Collaboration
- Vendor & Partner Relationship Management
- Project & Workflow Management
- Creative Coordination & Quality Assurance
- Process Improvement & Operational Efficiency
Timeline
Senior Manager, Programmatic Ads
Connrex Digital (formerly Ferocious Media)
03.2021 - 05.2026
Sr. Digital Marketing Analyst
Enspire for Enterprise (formerly Web for Enterprise)
08.2018 - 12.2020
Manager, Acquisition Marketing
Web.com
03.2016 - 08.2018
Senior PPC Specialist
Web.com
04.2012 - 03.2016