Hi, I’m
Leslie Shumate
Alamo,CA
Summary
20-year industry veteran growing Fortune 500 companies in sales and marketing. Budget management from $2M - $250M. Relationship maven with expertise in influencing internal and external executive level stakeholders to drive revenue.
Overview
19
years of professional experience
13
Years of performance marketing experience indexing in SEM
6
Years of selling ad solutions in high tech
Work History
The Sage Group - Onsite @ Carta, Inc.
Sr. Paid Media Manager, Contractor
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
- Owned $6M annual budget / $500K per mos.
- 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 paid search 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 for upper-funnel conversions into Salesforce
- Launched ABM ZoomInfo as part of MarTech stack
RightSideUp, LLC - Onsite @ Robinhood
Active Trader Marketing Manager, Contractor
06.2024 - 09.2024
Job overview
- Developed and implemented SEM marketing strategies and operational flows to use for net-new Active Trader acquisition
- $8M annual budget / ~$650K per mos.
- Set baseline for new channels while optimizing to ROI, using LTV:CAC working with data science teams
- Owned Google Ads and Apple Search Ads for Active Trader
- 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 supporting GA4
Public.com
Director, SEM
08.2023 - 01.2024
Job overview
- Reduced CAC 20% in first three months
- Owned $3M annual budget / $250K per mos.
- 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" RSAs and Ad Extension 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, Digital Marketing
12.2021 - 02.2023
Job overview
- Owned paid growth vertical, consistently met quarterly OKRs; new user volume at LTV:CAC profitability
- Owned $4M annual budget / ~$330K per mos.
- Launched GTM strategies for SEM, app (iOS & Android), and Amazon retail and display acquisition
- Decreased CAC from $500 to sub $200 in 6 mos. at 300% ROAS
- Shaped nascent SEM program utilizing current automation best practices (CPA, ROAS) across search, DemandGen, 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
02.2021 - 12.2021
Job overview
- Forecasted annual and YoY revenue and subscription growth for SEM, paid social, app, video, affiliate, SEO, display, Amazon and retail outlets landing within 5% of targets, QoQ
- Owned $3.6M annual budget / $300K per mos.
- 500% growth in 2 years; $50K per mos to $300K per mos. while maintaining CAC, 80% in paid search
- Delivered concise and frequent performance reporting to leadership from total addressable market (TAM) though to KPIs; CTR%, CVR%, Avg CPC, Share of Voice/Clicks
- 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
- Managed a team of two FTEs, two agencies and six contractors
- Presented in Marketing All-Hands as SME for digital marketing and industry trends
Right Side Up, LLC
Senior Growth Marketer
11.2019 - 12.2020
Job overview
- Client-facing role
- B2B SaaS: DoorDash Merchant (pre-IPO), Brightwheel
- B2C eComm: Rocco & Roxie, Plant Prefab, Circle Media Labs, Mayvenn Hair Extensions, Stroopwafels
- Responsible for strategy, execution, continuous optimization, new growth opportunities and best way to spend channel budget to meet clients' business goals
- Budgets and metrics varied by client
- Received A+ rating from clients for service and growth
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
- Managed $250M annual / $21M per mos. book of business
- Highest product adoption rate in FinTech vertical,~90%
- Owned relationships for multiple LOBs for LendingTree providing data-driven solutions for bidding, audience segmentation and efficient scale
- 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
- Managed $100M annual / $8.3M per mos. book of business
- Crafted brand awareness pitches leveraging reservation media, programmatic display and Google Display Ads (formerly GDN)
- Became highly proficient at data story telling in collaboration with account executive and data research teams to drive product adoption
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 B2B clients' revenue
- Excellent campaign management and optimization rigor to drive sales lead gen volume
- 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
- Owned $24M annual budget / $2M per mos.
- Personally managed "Center Core" LOB @ $50K per mos.
- Recipient of company-wide Make Magic “Results” Award for Best 2014 Performance for driving $1B in sales
- Led a team of four helping to solve complex budget management for co-brands
- Maintained ROAS of 300% or greater while serving for every impression on Black Friday
Charles Schwab & Co
Senior Manager, Paid Search
09.2009 - 01.2014
Job overview
- Successfully managed global, multi-brand paid search program firm-wide; set budgets, goals and strategies driving 30% more conversions than forecast in 2014
- Owned $40M annual budget / $3.3M per mos.
- Self-started quarterly special projects to sync paid search and display teams on digital media industry trends
- Supported multiple business lines for consumer growth and B2B lead gen for RIA, Registered Investment Advisors
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
- Exceeded quota at 110%, or $2.6M in revenue from paid 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
- Delivered optimized creative suggestions which drove double-digit growth CTR%, lowering Avg CPC by 30%
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
- B2B and B2C clients
- Managed spend, incremental budgets to drive additional volume at CAC
- Developed proficiency in Excel, Vlookups, macros and pivot tables
Education
Gettysburg CollegeGettysburg, PA
Bachelor of Arts from Theater Arts
05-1998
University Overview
- Professional Development: Decker Communication & Dale Carnegie Graduate
- Study Abroad: Semester at Sea, Fall '97, University of Pittsburgh
- Awarded All-American Women's Lacrosse Player, '96-'97
- Dean's List Fall '96
- 3.8 GPA, in Major
Skills
- 19 years of sales and performance marketing experience
- 13 years indexing in SEM campaign management for large scale programs
- 6 years selling ad solutions in high tech
- Forecast, account planning and budget management expertise
- 5 years management / leadership experience
- Cross-functional team player for closing complex deals
- Able to translate product value using data story telling to enhance partnerships with clients
Timeline
Sr. Paid Media Manager, Contractor
The Sage Group - Onsite @ Carta, Inc.
01.2025 - 06.2025
Active Trader Marketing Manager, Contractor
RightSideUp, LLC - Onsite @ Robinhood
06.2024 - 09.2024
Director, SEM
Public.com
08.2023 - 01.2024
Director, Digital Marketing
Aura
12.2021 - 02.2023
Director of Marketing
Circle Media Labs (acquired By Aura, Dec 2021)
02.2021 - 12.2021
Senior Growth Marketer
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
Availability
See my work availability
Not Available
Available
monday
tuesday
wednesday
thursday
friday
saturday
sunday
morning
afternoon
evening
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Skills
- Data story telling
- Google Ads product expert
- Consultative selling
Tools
- Google Ads (all campaign types), Bing Ads, Meta 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, Google Search Console
- Klaviyo, Funnel.i.o, Google 360 Suite, YotPo, Zapier, Hightouch, Segment
- Figma, Instapage, WordPress
- Asana, Notion, Trello, Jira, Basecamp, Slack, Notion, Vidyard
- Emerging AI tool proficiency: PostHog, Linear, Claude (with code), Chat GPT (with Connectors), Hex, Devin, Gemini, Nano Banana Pro
Skills
- Data story telling
- Google Ads product expert
- Consultative selling
Tools
- Google Ads (all campaign types), Bing Ads, Meta 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, Google Search Console
- Klaviyo, Funnel.i.o, Google 360 Suite, YotPo, Zapier, Hightouch, Segment
- Figma, Instapage, WordPress
- Asana, Notion, Trello, Jira, Basecamp, Slack, Notion, Vidyard
- Emerging AI tool proficiency: PostHog, Linear, Claude (with code), Chat GPT (with Connectors), Hex, Devin, Gemini, Nano Banana Pro
Work Preference
Salary Range
$0/yr - $0/yrSkills
- Data story telling
- Google Ads product expert
- Consultative selling