Luis Hernandez
New York,NY
Summary
Results-oriented Performance Marketing Professional with over 6 years of experience in managing paid search and digital media campaigns across platforms such as Google Ads, Microsoft Ads, and Amazon Ads. Expertise in driving growth through data-driven optimization and strategic budget management. Skilled in leading campaign strategy, delivering insights to clients, and mentoring junior team members in fast-paced environments.
Overview
8
8
years of professional experience
1
1
Certification
Work History
Senior Associate
Wavemaker
03.2024 - Current
- Directed paid search strategy and performance management while improving workflow, serving as interim team lead during manager leave.
- Executed a tactical roadmap aligned with full-funnel media strategy, contributing to a 12% lift in subscriptions and securing a $300K increase in allocated search investment.
- Partnered with Paid Social and Display teams to align creative testing insights, driving a 6% improvement in CPA through cross-channel collaboration and creative optimization.
- Managed budget pacing and allocation for search campaigns, facilitating incremental testing initiatives that guided broader media mix decisions.
- Trained and mentored interns and junior team members on search strategy, platform workflows, and campaign QA, enhancing team efficiency and knowledge sharing.
Senior Search Associate
Beauty Co-Lab
08.2023 - 03.2024
- 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.
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 the 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
- Web and Mobile Paid Search Strategy
- Conversion & Efficiency Performance Optimization
- Budget Pacing & Forecasting
- Cross Channel Strategy
- A/B Testing
- Client Presentations
- Team Mentorship
- Bilingual Speaker
Certification
· Google Apps Campaign
· Google Ads Search
· Bing Ads
· Google/YouTube Video Ads
· Amazon Marketing Services
· SA360
· Apple Ads
· Google Analytics
· Kenshoo
· SplitMetrics
· Google Ads Search
· Bing Ads
· Google/YouTube Video Ads
· Amazon Marketing Services
· SA360
· Apple Ads
· Google Analytics
· Kenshoo
· SplitMetrics
Timeline
Senior Associate
Wavemaker
03.2024 - Current
Senior Search Associate
Beauty Co-Lab
08.2023 - 03.2024
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