Mackenzie Richardson
Summary
Results-driven Paid Media Associate with a strong background in SEM and PPC campaigns, seeking to leverage analytical skills and strategic thinking to drive performance and growth for a dynamic organization.
Overview
5
5
years of professional experience
Work History
Senior Paid Media Associate
Material Plus
01.2022 - Current
- Developed, executed, and optimized SEM campaigns for a global engineered composite materials manufacturer, increasing website traffic by 292% and purchases by 22%.
- Supported SEM efforts for a large moving and storage client, driving a 16% increase in generated leads with a 20% decrease in cost per lead.
- Executed Google Demand Gen campaigns for a global composite decking manufacturer, driving a CTR 9x more efficient and a cost per KPI 68% more efficient than KPI benchmarks.
- Led YouTube campaign efforts for a global composite decking manufacturer, achieving a video completion rate 26% better than KPI benchmarks.
- Led a new product launch Demand Gen campaign for a global composite decking manufacturer, driving 37.2M impressions and beating cost KPIs by 58%.
- Collaborated with cross-functional teams to develop integrated marketing campaigns for product launches and promotions.
- Built, delivered, and presented bi-weekly, monthly, and quarterly performance reports, highlighting performance wins and optimization opportunities within SEM, YouTube, and Demand Gen campaigns with actionable insights.
- Conducted thorough market research to identify potential opportunities for growth within target demographics.
- Conducted comprehensive competitive research for a social media platform, analyzing market positioning and ad costs to inform their AI product's go-to-market strategy.
- Collaborated with multiple departments to construct and deliver competitive audit presentations to clients, distilling competitive marketing efforts and offering actionable insights.
Paid Search Strategist
QRY
09.2021 - 12.2021
- Managed and executed multi-national PPC campaigns (Search, Shopping, Display) on Google/Bing Ads for e-commerce, finance, and restaurant sectors.
- Developed and executed e-commerce shopping campaigns for an Italian footwear brand across France, Italy, Spain, Germany, England, and the United States.
- Conducted data analysis to drive continuous campaign optimizations.
- Developed marketing strategies to meet clients' monthly Return on Ad Spend (ROAS) goals.
- Oversaw the entire campaign lifecycle, including, audience research, copy writing, platform trafficking, and execution.
- Managed seasonal ad messaging updates and content refreshes to align with evolving marketing objectives.
Paid Media Associate
Kreativ Marketing
11.2019 - 01.2021
- Managed the entire creation and daily in-platform management of PPC, Social, Email, App, and Content marketing campaigns across various industries.
- Handled social community engagement for organic social media pages for a local restaurant chain.
- Compiled data and authored weekly and monthly analytics reports, providing informed analysis and actionable insights for PPC, Social Media, and Email campaigns.
- Revamped the agency's data and reporting dashboards for more efficient campaign reporting.
- Collaborated with cross-functional teams to develop integrated marketing campaigns for product launches and promotions.
- Analyzed campaign data to identify trends and make data-driven recommendations for future marketing initiatives.
- Helped design visually appealing presentation materials for internal use as well as client meetings and conferences.
Education
Master of Arts - Communication Studies
Western Michigan University
Kalamazoo, MI04.2019
Bachelor of Arts - Communication
Western Michigan University
Kalamazoo, MI04.2017
Skills
- Search Engine Marketing
- Keyword Research
- Data Analysis
- Marketing Strategy
- Market Intelligence
- Campaign Management
- Quantitative/Qualitative Research
- Microsoft Office Suite
- Social Media Marketing
- Campaign Development
- Analytical Thinking
Timeline
Senior Paid Media Associate
Material Plus
01.2022 - Current
Paid Search Strategist
QRY
09.2021 - 12.2021
Paid Media Associate
Kreativ Marketing
11.2019 - 01.2021
Master of Arts - Communication Studies
Western Michigan University
Bachelor of Arts - Communication
Western Michigan University
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