Luis Hernandez
New York
Summary
Detail-oriented professional with strong background in purchasing, vendor management and inventory control. Proven track record of identifying cost savings opportunities and developing and executing strategies to maximize sales and profits. Considered valuable asset to any team.
Overview
6
6
years of professional experience
1
1
Certification
Work History
Senior Search Associate
Beauty Co-Lab
08.2023 - Current
- Developed a comprehensive budget tracker to monitor 4 separate accounts, ensuring accurate pacing and allocation of funds.
- Increased Click Through Rates and ROAS by ensuring proper keyword funneling with negative keyword lists and ad copy optimization.
- Mentored an offshore associate, instilling essential skills and knowledge while closely overseeing their work to ensure optimal outcomes.
- Conducted in-depth analysis of campaign performance and provided expert recommendations on budget adjustments to maximize ROI.
Paraprofessional
Department Of Education
10.2021 - 05.2023
- Instruct students in group settings to understand class work and demonstrate learning routines.
- Facilitate staff meetings and training presentations to showcase topics regarding education.
- Document observational information regarding student behavior in and out of classroom settings to better understand students.
- Provide instructional services for students whose primary language is Spanish in which 2 out of 4 students had reported easier transition into their classrooms.
Media Planner/Buyer
Crossmedia
10.2017 - 10.2020
- Collaborated with the internal team and vendors on executing new digital marketing tools via Paid Search Ads & YouTube Ads.
- Developed tactical SEM/YouTube strategy for Thrifty's "Just Right" campaigns that resulted in 30% increase brand exposure which trickled down in 12% uptick in search conversions.
- Analyzed performance data to find insightful stories for client-facing calls performance and upsold products that turned into evergreen assets.
- Shared upcoming industry news and learnings with colleagues from all media channels in which one of findings was used on other teams' core media plans.
Education
Bachelor Of Arts (B.A - Psychology
City College of New York of The City University of New York, The
New York, NY06.2014
Skills
- Microsoft PowerPoint
- Microsoft Excel
- Google Analytics
- Amazon Marketing Search
- YouTube Ads
- Datorama
- Google Ads
- Bing Ads
- SA 360
- Language: Spanish
Certification
· Google Ads Fundamental
· Google Ads Search,
· Bing Ads
· Google/YouTube Video Ads
· Amazon Marketing Services
· SA360 Certification
· Apple Search Ads
· Google Data Analytics Course Certification
· Trade Desk Edge Academy
· Display & Video 360 Certification
· Trade Desk Data Driven Planning Certificate
Timeline
Senior Search Associate
Beauty Co-Lab
08.2023 - Current
Paraprofessional
Department Of Education
10.2021 - 05.2023
Media Planner/Buyer
Crossmedia
10.2017 - 10.2020
Bachelor Of Arts (B.A - Psychology
City College of New York of The City University of New York, The
· Google Ads Fundamental
· Google Ads Search,
· Bing Ads
· Google/YouTube Video Ads
· Amazon Marketing Services
· SA360 Certification
· Apple Search Ads
· Google Data Analytics Course Certification
· Trade Desk Edge Academy
· Display & Video 360 Certification
· Trade Desk Data Driven Planning Certificate
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