Summary
Overview
Work History
Education
Skills
Websites
Timeline
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Mark Francis

New York,NY

Summary

Experienced performance marketer with a proven track record of success in managing both B2B and B2C accounts, overseeing annual spends exceeding $11m.

Overview

10
10
years of professional experience

Work History

Senior Manager, Paid Search

Scribd (B2C SaaS)
11.2022 - Current
  • Managed annual budgets exceeding $11m across Google, Bing, and Apple Search Ads
  • Achieved a 50% increase in LTV/CAC and lowered CPA's by 45% across paid media
  • Spearheaded the development and implementation of an automated reporting process using Funnel.IO in combination with Looker Studio, eliminating manual efforts and improving efficiency
  • Led A/B Experimentation utilizing the Google ads Experiment feature and Optimizely for Landing Page testing
  • Instituted a weekly metrics reporting system to provide leadership with timely and accurate insights for decision making
  • Directed a team as the senior manager, overseeing a dedicated paid search manager responsible for building out our campaigns across multiple platforms.

SEM Manager

Shippo (B2B SaaS)
04.2021 - 10.2022
  • Managed $10m in annual spend across Google Ads, Bing Ads, Shopify, and Meta Ads
  • Identified areas to target higher volume shipping SMBs which increased ARPU by 35%
  • Created A/B experiments with landing pages, ad copy, bidding strategies, and keyword match types
  • Provided monthly & annual forecasting to the leadership team for OKRs & goals
  • Provided competitive insights via auction insights & SEMRush
  • Launched new campaign & keyword ideas via the keyword & performance planner
  • Worked cross-functionally with the data & RevOps team to ensure tracking fully captures conversions and revenue data
  • Managed a third-party agency to fulfill monthly maintenance tasks.

Senior Digital Marketing Strategist

Thomson Reuters
01.2018 - 04.2021
  • Designated high-spend Senior Strategist responsible for our highest-spend clients
  • Fostered client relationships to define their goals in order to maximize their ROI
  • Mentored new hires to help get them acquainted with internal systems, processes and set them up for success
  • Led various pilots to determine new best practices in the legal vertical to stay at the front end of emerging trends
  • Acted as a Subject Matter Expert for new initiatives to help guide and support my team of strategists.

SEM & SEO Strategist

Hearst Media Services
07.2014 - 02.2017
  • Built and maintained PPC campaigns across Google Ads and Bing Ads
  • Performed regular A/B testing to analyze and optimize for improved ad performance
  • Performed keyword research and competitive analysis to drive relevant traffic to client websites
  • Carried out day-to-day client relationship management.

Education

BS in Business Administration, Marketing Concentration -

University at Buffalo, The State University of New York
Buffalo, NY

Skills

  • Google Ads
  • Bing Ads
  • Display & Video
  • Meta Ads
  • Apple Search Ads
  • Shopify Ads
  • Looker
  • Tableau
  • Data/Looker Studio
  • Google Analytics
  • Google Tag Manager
  • Search Console

Websites

Timeline

Senior Manager, Paid Search

Scribd (B2C SaaS)
11.2022 - Current

SEM Manager

Shippo (B2B SaaS)
04.2021 - 10.2022

Senior Digital Marketing Strategist

Thomson Reuters
01.2018 - 04.2021

SEM & SEO Strategist

Hearst Media Services
07.2014 - 02.2017

BS in Business Administration, Marketing Concentration -

University at Buffalo, The State University of New York

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Mark Francis