Summary
Overview
Work History
Education
Skills
Certification
Languages
Timeline
Generic

Linda Cristalli

Denver,CO

Summary

Results-oriented Paid Search Senior Director with a proven ability to thrive in dynamic environments and pivot strategies to achieve optimal outcomes. A leader adept at guiding high-performing teams and implementing strategic initiatives to drive business success. Known for fostering a collaborative environment and achieving measurable milestones. Possessing 15 years of experience in Paid Search and across multiple digital channels, with expertise in industries including retail, fashion, travel, and healthcare, with a specific focus on Pharma in the past 2 years. Worked on tech, client, and agency side.

Overview

13
13
years of professional experience
1
1
Certification

Work History

Senior Director of Paid Search

Merge
08.2023 - Current
  • Worked as Senior Search Supervisor on Pharma Accounts advising on strategy, regulation and processes.
  • Led top priority accounts in the healthcare space as senior support across the agency contributing to strategy development, process improvements and ensuring meaningful and actionable insights were shared with clients.
  • Created a PharmaPlaybook for Paid Search with direction on account compliance and creative regulation, best practices to develop an effective strategy when targeting HCPs and DTCs included of possible testing opportunities.
  • Coordinated efforts with the measurement team to establish conversion tracking best practices and streamline the tracking process when using manual UTMs Versus Autotagging.
  • Drove training for the team and implementation of an automation platform to improve productivity efficiency and automate manual tasks to shift focus on innovation. (Fluency) Example of tasks: Budget Automation, Notifications, Audit and Reporting Dashboard with notification.
  • Functioned as main point of contact within the agency for everything AI, leading training on AI products, providing updates on AI and AEO and collaborated on SEM and SEO holistic projects to increase overall visibility on SERP.
  • Created documentation on up to date best practices to adapt to industry evolution.
  • Drove significant improvements in paid search efficacy by optimizing team structure, processes, and individual contributions, leading to both individual and accounts growth.
  • Implemented numerous paid search processes initiatives to optimize operational efficiency when collaborating with cross functional teams. (Strategy Development, Activity Trafficking, Tracking, QA, Regulation, Reporting)
  • Developed and implemented innovative solutions to enhance product delivery timelines and service quality through platform automation and AI.
  • Led the integration of advanced analytics tools and in depth reporting for Paid Search, to inform decision-making processes and improve outcomes based on Data.
  • Led Google Relationship and worked on a JBP (Joined Business Plan) to track team certifications across all Google products, Training on new features and BETAs and drive products adoption.
  • Improved Account performance in collaboration with Account Leads providing guidance for more complex bidding strategy resulting in 15% increase conversion volume, -15% cost per conversion and better leads quality.
  • Built Presentations on Google Product best practices on PMax, Demand Gen, Video Reach, Search and AI Max Search and led training for creative teams including practices to apply to Pharma.

Paid Search Manager

Ovative
02.2023 - 08.2023
  • Managed 4M Budget per year for 2 clients in the education industry
  • Led New clients onboarding, built reporting platforms and streamlined new process for account management.
  • Led accounts restructure to apply best practices and improve performance.
  • Successfully tested and implemented new smart bidding strategy resulting in -20% Cost per Conversion.
  • Managed a team of 5 with 2 direct reports and coached them on organization skills, reporting & strategy best practices.
  • Trained interns of Paid Search.
  • Managed Relationship with Google and Microsoft to ensure the team would be always up to date on new features, BETAs, industry trends and best practices.
  • Built processes for effective creative & LPs AB testing & experiments.
  • Drove initiatives to build optimization roadmaps to ensure the accounts had long terms growth & innovation goals.
  • Led client relationships as paid search channel lead.

SEM Strategic Director

Emeritus
01.2022 - 11.2022
  • Responsible of SEM strategy (premium division of the organization), managing a yearly budget of $10MLN delivering $30MLN Revenue.
  • Oversaw and coordinated the global Paid Search strategy and activity in collaboration with prestigious universities in USA, UK and Italy
  • Collaborated on moving all the SEM activity In-house from the Media Agency
  • Initiated a documentation project to keep track of all SEM accounts mapping, activity calendar, SEM best practices, historical data archive, testing and reporting for the larger organization.
  • Improved my team and cross functional teams processes to ensure broader business objectives were met timely in an incredibly fast paced environment. while keeping focus on best practices and tailored approach.
  • Streamlined processes for new products launches which required new accounts building, budget settings and KPIs road-map to measure success at all steps of the launching process
  • Trained a team of 10 on Paid Search best practices, optimization, Google UI usage and reporting (sequals, excel and Google UI)
  • Directly managed and on-boarded a team of 4 and hired new team members
  • Led geographic expansion to new countries building a tiered approach based on historical data
  • Led yearly strategic planning and targets setting for SEM strategic activity and presented to company leadership
  • Developed reporting dashboard, data base and processes establishing clear KPIs and testing road-map for optimization on a daily, weekly and monthly basis
  • Identified areas to drive efficiency at scale which resulted in lower CPLs by 10%
  • Drove an audit of all accounts to identify areas of improvement which led to a clearer structure and increase on traffic and revenue of about 15%
  • Contributed to data validation and infrastructure improvements.
  • Managed to keep high morale within the team when going through multiple re-orgs by providing clear directions and showing positive attitude.
  • Managed relationship with external tech-stakeholders and agency

Digital Marketing Specialist

Aer Lingus
10.2018 - 10.2021
  • Planned and oversaw execution of global digital activity across PPC, Affiliates and SEO
  • Coordinated strategy between the media agency, internal teams and external stakeholders including tech companies (Google and Bing)
  • Developed strategy and budget forecast of all digital performance activity on global scale (PPC, Affiliates and SEO)
  • Executed high level reporting and agency bonus scheme to ensure results were achieved daily, weekly and quarterly
  • Drove implementation of new digital beta & tools for tech innovation
  • Coordinated Audience project to merge 1st party data with Google Audience solutions for highly targeted activity
  • AB Testing of AdCopy, Bidding strategy, Landing Pages and Investment on branded traffic between SEO and PPC
  • Led training initiative for my team at media agencies
  • Led effective meetings with various stakeholders resulted in outstanding relationship and collaboration with the media agencies
  • Particularly focused on driving automation (experiments, smart bidding and APP project)
  • Participated to conferences and training programs
  • Responsible of high budget and revenue (2 MLN)

Agency Video Specialist

Google (Via Adecco)
10.2017 - 10.2018
  • Video Specialist and main point of contact for YouTube Products for 6 agencies in the UK (WPP/ GroupM)
  • Developed YouTube training plans to grow agency expertise in video with specific focus on shifting budget from TV to online video activity
  • Built bespoke strategies to support new products adoption with specific focus on performance oriented strategy & audience adoption
  • Provided ad hoc optimization insights to guarantee best results, seamless execution and ultimately higher investment
  • Supported Brief creation for UK and global brands to launch new products, for branding projects and performance activity.
  • Pitched and drove implementation of new Google products and beta
  • Presented YouTube Video Solutions and Audience strategies for in a global summit for senior Dyson resulted in higher investment
  • Provided high level insights and reporting to media agencies

Senior Paid Search Analyst

Forward 3D
02.2017 - 08.2017
  • Managed a team of 3
  • Led new client on-boarding process, defined strategy and overseen implementation across markets (Ferragamo)
  • Developed re-structure plan for accounts on global scale (Ferragamo)
  • Increased client’s investment by 15% (Ferragamo)
  • Improved client’s performance by 40% across 3 regions (Ferragamo)
  • Daily management of optimization tasks (Chanel, Ferragamo and 3M)
  • Coordinated new products launch globally across APAC, EMEA, Canada and South Africa (Chanel)
  • Generated complex reports to ensure main KPIs and revenue were in line with company’s goals
  • Implemented PPC best practices where needed up to date with industry trends
  • Contributed to strategic planning, client meetings and QBRs
  • Led YouTube training session to increase investment on video activity (Chanel)
  • Trained new starters

Paid Search Account Manager

Mediacom Global
08.2015 - 02.2017
  • Planned, activated and optimized campaigns across different accounts for the UK Market
  • Daily and weekly reporting to outline activity’s performance and highlight areas of potential improvements.
  • Developed device based analysis with special focus on mobile activity and cross-device reporting leading clients to shift to mobile friendly strategy and creative
  • Initiated and set up branding activity on YouTube for Tesco
  • Proactively generate forecasting reports to ensure KPIs and profitability met company’s goals
  • Activation lead for The Health Lottery, responsible for strategic decisions, account building, client relationship
  • Increased client monthly investment from £1k - £75k over a 7-month period resulting from campaign performance
  • Clients: Tesco, Health Lottery, VW, Rolls Royce, Nuffield, BSH

Paid Search Account Manager

William Hill
01.2014 - 06.2015
  • Grew expertise in direct response activity in a highly competitive and expensive market (gambling)
  • Worked on optimization, reporting and analysis through Excel, Google AdWords, GA and internal API
  • Planned new strategies and tested creative solutions to improve conversions and ROI

Paid Search Executive

Natural Intelligence
01.2013 - 01.2014
  • Built Campaigns in Google AdWords for the Italian market and maintained top positions and results.
  • Experienced in optimization, reporting and analysis, through Google AdWords and Google Analytics
  • Responsible for content and site design, maintenance, and keeping it up to date

Education

Graphic Design and Advertisement

Dudovich
06.2002

Geography -

University of Milan
01-2008

Skills

  • Thoughtful Leader
  • Processes Improvements
  • Team management, building and motivation
  • Platforms Adoption
  • Conversion Tracking
  • AEO and the new AI Landscape
  • Policy development (Focus on Pharma)
  • Paid Search Product Knowledge
  • Critical thinking and problem solving
  • Operational Efficiency Improvement
  • A/B Testing
  • Advanced Reporting

Certification

  • Google Ads Fundamentals Certificate
  • Google Shopping Certificate
  • GA4 Certificate
  • Yoga Teacher, Yoga Alliance Professional, Dublin, Ireland
  • Certified Vinyasa and Restorative Yoga Teacher

Languages

English
Italian
Spanish; Castilian
Hebrew

Timeline

Senior Director of Paid Search

Merge
08.2023 - Current

Paid Search Manager

Ovative
02.2023 - 08.2023

SEM Strategic Director

Emeritus
01.2022 - 11.2022

Digital Marketing Specialist

Aer Lingus
10.2018 - 10.2021

Agency Video Specialist

Google (Via Adecco)
10.2017 - 10.2018

Senior Paid Search Analyst

Forward 3D
02.2017 - 08.2017

Paid Search Account Manager

Mediacom Global
08.2015 - 02.2017

Paid Search Account Manager

William Hill
01.2014 - 06.2015

Paid Search Executive

Natural Intelligence
01.2013 - 01.2014

Graphic Design and Advertisement

Dudovich

Geography -

University of Milan

Similar Profiles

CREATE PROFILE