Talented growth marketer with 19+ years of full-funnel marketing strategy, execution, optimization and operations experience. Well-versed in both B2B and B2C pipeline and acquisition drivers across multiple verticals. Uniquely skilled with agency, publisher, and in-house, early stage business acumen. Former Yahoo!, and Google employee, Large Customer Sales. Tenured in fast-paced environments dedicated to the pursuit of excellence.
Hi, I’m
LESLIE SHUMATE
Alamo,CA
Summary
Overview
19
years of professional experience
Work History
Carta, Inc.
Sr. Demand Gen and Integrated Marketing Manager
01.2025 - 06.2025
Job overview
- Designed multi-channel full-funnel growth marketing programs in SEM, paid social, ABM, and emerging platforms to derive new customer pipeline for sales
- Promoted brand strategy and message continuity across marketing communications within multiple campaigns
- Cross-functional team member with marketing operations, creative, brand, product marketing, engineering and web teams
- Reduced CPL by 75% by implementing machine learning best practices while maintaining lead volume
- Created Looker dashboards pulling from three different sources to provide standardization in reporting resulting in better GTM plans and media buying
- Led A/B testing in Google Ads, and ZoomInfo
Robinhood
Performance Marketing Manager, Contractor
06.2023 - 09.2024
Job overview
- Developed and implemented marketing strategies and operational flows to use for net-new Active Trader acquisition
- Set baseline for new channels while optimizing to ROI, using LTV:CAC and working with data science teams
- Channel owner of Google Ads and affiliate marketing
- Driver of GTM Paid Media to support specific product launches with product team
- Took reporting for new segment from 0 to 1
- Cross-collaborated with data science team to implement propensity models and workflows
- Wrote creative briefs for all brand, and active trader product refreshes
- Developed net-new landing pages using best practices for driving high engagement, low bounce rate, and effective tracking for GA4
Public.com
Director, SEM & Operations
08.2023 - 01.2024
Job overview
- Reduced CAC 20% in first three months
- Reduced payback from 5 years to 18 months in six months
- Drove four successful large scale projects to stand up accurate measurement so to efficiently scale collaborating closely with engineering, finance, creative, and analytics
- Developed and designed web content and landing pages for five new product launches using WordPress & Instapage
- Standardized KPIs for Paid Acquisition Team creating alignment on FE & BE success metrics; top line through user level
- Wrote "killer" creative and created a marketing messaging repository for broader team to use compliant ad copy quickly
- Stood up attribution model across all paid traffic; app and web
- Optimized paid search exceeding CTR% and CVR% benchmarks
- Entered global EMEA market via app acquisition; special focus on Apple Search Ads
- Dotted line to influencer marketing campaigns to push prospects down funnel
Aura
Director of Marketing
12.2021 - 02.2023
Job overview
- Owned paid growth vertical, consistently met quarterly OKRs; new user volume at CAC:LTV profitability
- Ideated GTM strategies for SEM, app (iOS & Android), and Amazon retail and display acquisition
- Shaped nascent SEM program utilizing current automation best practices (tCPA, tROAS) across search, discovery, performance max, and video campaign types for both identityguard.com and aura.com
- Stood up workflows between finance, legal, product, engineering, analytics, brand, creative and vendors/partners to expedite time to market and further high growth goals
- Accelerated top growth strategy for Aura by building paid app acquisition channel from 0 to 1
Circle Media Labs (acquired By Aura, Dec 2021)
Director of Marketing & Operations
02.2021 - 12.2021
Job overview
- Forecasted revenue and subscription growth for SEM, paid social, app, video, affiliate, SEO, display, Amazon and retail outlets landing within 5% of targets, QoQ
- Delivered concise and frequent performance reporting to leadership from total addressable market (TAM) though to owned performance metrics
- Stood up capacity planning cross-functionally with Creative Team, and launched policy and workflows using Asana to keep projects on time, clear of bottleneck and within budget
Right Side Up, LLC
Growth Marketing Freelance Consultant
11.2019 - 12.2020
Job overview
- Client-facing role
- Responsible for strategy, execution, continuous optimization, new growth opportunities and best way to spend channel budget to meet clients' business goals
- B2B SaaS: DoorDash (pre-IPO), Brightwheel
- B2C eComm: Rocco & Roxie, Plant Prefab, Circle Media Labs, Mayvenn Hair Extensions, Stroopwafels
Google
Principal Account Manager, Large Customer Sales
05.2018 - 07.2019
Job overview
- Client-facing role
- Drove +15% YoY revenue for LendingTree, my sole client, and Google’s largest fin-tech advertiser and consistently achieved quarterly quota, $250M book of business
- Mentored & trained rotating contractors
- Self-started Office Hours for Large Customer Sales, North America to educate employees on complex editorial policies
Zenith Staffing Resources, On-site At Google, LLC
Senior Account Manager
12.2016 - 04.2018
Job overview
- Client-facing role
- Promoted from contractor to full-time Google employee
- Drove 20% QoQ growth for OpenTable, Alaska Airlines, TurboTax, Charles Schwab; $100M quarterly book of business
- Crafted brand awareness pitches leveraging reservation media, programmatic display and Google Display Ads (formerly GDN)
Six Spoke Media
Senior Digital Strategist
07.2015 - 11.2016
Job overview
- Client-facing role
- Created GTM strategies across search and display in Google, Yahoo! and Bing to increase clients revenue
- Presented weekly Power Point slides to clients on KPI trends for key metrics Impressions, Clicks, CTR, CVR, Position, CPC/CPM, Conversions and CPA
Macys.com
Senior Manager, Acquisition
06.2014 - 07.2015
Job overview
- Responsible for driving global sales for macys.com through SEM managing $2M/mos resulting in 3.0 ROAS
- Recipient of company-wide Make Magic “Results” Award for Best 2014 Performance for driving $1B in sales
Charles Schwab & Co
Senior Manager, Paid Search
09.2009 - 01.2014
Job overview
- Successfully managed global, multi-brand $40M paid search program firm-wide; set budgets, goals and strategies driving 30% more conversions than forecast in 2014
- Self-started quarterly special projects to sync paid search and display teams on digital media industry trends
Yahoo! Inc.
Account Executive
02.2008 - 02.2009
Job overview
- Client-facing role
- Delivered custom GTM solutions to Y!s top agency clients: Carat, OMD, Avenue A/Razorfish, iCrossing, Apple, eBay, Google driving $2.6M in revenue from Search and Display
Yahoo! Inc.
Creative Lead
07.2007 - 02.2008
Job overview
- Client-facing role
- Educated top clients on ad copy best practices to show relevant search results to drive revenue from large-scale campaigns
IProspect
Senior Search Marketing Specialist
03.2006 - 04.2007
Job overview
- Client-facing role
- Advised Fortune 500 clients & C-level execs on SEO technical best practices to increase website traffic, conversions, ROI, and page rank
Education
Gettysburg CollegeGettysburg, PA
Bachelor of Arts from Theater Arts
05.1998
University Overview
- Awarded Dean's List Fall '96
- Awarded All-American Women's Lacrosse Player
- Study Abroad: Semester at Sea, Fall '97, University of Pittsburgh
- Completed professional development in public speaking with Decker Communications
Skills
- 19 years in performance/growth marketing; B2B, SaaS, DTC
- 5 years management / leadership experience
- SME in scaling paid acquisition; special focus on SEM
- Measurement/BI "geek"; Looker power-user
Timeline
Sr. Demand Gen and Integrated Marketing Manager
Carta, Inc.
01.2025 - 06.2025
Director, SEM & Operations
Public.com
08.2023 - 01.2024
Performance Marketing Manager, Contractor
Robinhood
06.2023 - 09.2024
Director of Marketing
Aura
12.2021 - 02.2023
Director of Marketing & Operations
Circle Media Labs (acquired By Aura, Dec 2021)
02.2021 - 12.2021
Growth Marketing Freelance Consultant
Right Side Up, LLC
11.2019 - 12.2020
Principal Account Manager, Large Customer Sales
Google
05.2018 - 07.2019
Senior Account Manager
Zenith Staffing Resources, On-site At Google, LLC
12.2016 - 04.2018
Senior Digital Strategist
Six Spoke Media
07.2015 - 11.2016
Senior Manager, Acquisition
Macys.com
06.2014 - 07.2015
Senior Manager, Paid Search
Charles Schwab & Co
09.2009 - 01.2014
Account Executive
Yahoo! Inc.
02.2008 - 02.2009
Creative Lead
Yahoo! Inc.
07.2007 - 02.2008
Senior Search Marketing Specialist
IProspect
03.2006 - 04.2007
Gettysburg College
Bachelor of Arts from Theater Arts
Skills
Skills
Dale Carnegie graduate, Decker Communication graduate, Volition Leadership training
Tools
Tools
- Google Ads (all campaign types), Bing Ads, Facebook Business & Ads Manager, YouTube, Apple Search Ads, Amazon Seller Central & DSP, Marin Software, Pacvue, ZoomInfo ABM, LinkedIn Business Manager
- GA4, Looker, Kochava, Adjust, App Store Connect, Google Play Store, Firebase, Shopify, SEMrush, Helium, Unbounce, Search Console
- Klaviyo, Funnel.i.o, Google 360 Suite, YotPo, Zapier, Hightouch, Segment
- InVision, Figma, Dropbox, Instapage, WordPress
- Asana, Trello, Jira, Basecamp, Slack, Notion, Vidyard
Skills
Skills
Dale Carnegie graduate, Decker Communication graduate, Volition Leadership training