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Michelle Bergman
Digital Marketing
Capitola,CA
Summary
Strategic Senior Digital Marketing Manager known for productivity and efficiency in project management. Skilled in leadership, operational strategy, and financial management. Excel at communication, problem-solving, cross-functional team leadership and data-driven decision-making, achieving a remarkable 55x ROAS. Expert in GA4 and adept at fostering organizational improvement to drive team success and achieve organizational goals.
Overview
16
16
years of professional experience
1
1
Certification
Work History
Sr. Manager, Digital Marketing
California Closets
Richmond, USA
12.2020 - Current
- Oversee and serve as the project manager for all assigned digital marketing programs, including SEM, SEO, Display, Retargeting, Affiliate Marketing, Reputation Management, and Local Listings
- Execute the acquisition strategy to drive the lead volume required to support the annual financial plan.
- Managed the implementation of the Cookie Consent Banner.
- Implemented and manage the call tracking platform (Invoca).
- Transitioned Google Universal Analytics to GA4.
- Manage site pixels using GTM.
- Launched and manage the Affiliate Lead Generation Channel using Impact Radius.
- Project manager for the VBB online and offline leads, as well as managed API and Pixel integration for various vendors.
- Manage all tracking links with custom codes for internal tracking, as well as UTM parameters tracking through GA4.
- Responsible for month-end data analysis, including presenting insights and trends to the Leadership Team(s) of California Closets.
- Created custom reports for the franchise owners to help them measure their local marketing efforts.
- Plan, execute, and measure the testing of new marketing tactics, such as brand vs. NB, competitive campaigns, and keyword analysis, to support the ever-changing landscape of digital marketing.
- Coordinate with the website and creative teams to generate the required assets for all digital marketing strategies and tactics.
- Deep understanding of the end-to-end customer experience across multiple channels and customer touchpoints.
- Create marketing dashboards to visualize fundamental performance indicators: monthly, quarterly, and annually.
- Manage all CC location listings, ensuring accuracy on sites like Google My Business, Facebook, Yelp, YP.com, etc.
- Act as a liaison between Digital Marketing and individual California Closets franchise owners.
Internet Marketing Manager
Orion Telescopes and Binoculars
Watsonville, USA
10.2008 - 02.2021
- Plan and orchestrate DTC, B2B and B2C marketing campaigns to create more business opportunities
- Produce and upload marketing content on website to engage targeted audience
- Gather and analyse monthly, quarterly, and annual data for all platforms for informed decision making
- Manage domestic and international programs budgets for remarketing, email, PPC, and affiliate
- Analyse ROAS across all marketing campaigns
- Boost marketing team productivity by improving numerous processes, including month-end analysis, promotions, and new product roll outs
- Utilize Capella, Criteo, Google Analytics, Commission Junction, Linkshare, Pepperjam and Adwords to extract raw data, examine results, and draft reports
- Manage Amazon Vendor/Seller Central, eBay Marketplace and SCE
- Optimize titles, meta description, tags, and pixels through SEO
- Transitioned working remotely seamlessly using Zoom, Google Meets, Slack, Trello and Asana
- Led the marketing team that downsized from 12 to 4 and increased online sales by 200% since March 2020
- Implemented Trello for more effective remote team collaboration
- Amplified YoY revenue growth by 29% across all programs by developing online marketing calendar and targeted campaigns
- Optimized the affiliate programs globally which amplified revenue by 20% and reduced cost per acquisition by 8%
- Designed performance based high-volume email marketing programs through Campaign Manager and MailChimp
- Maximized new customer acquisition growth by +54% and slashed cost per acquisition by 10%
Business Data Analyst, Manager
Bay Photo Lab
Scotts Valley, USA
03.2016 - 03.2020
- Led multiple projects from conception to completion while serving as lead project manager
- Ensured stakeholder accountability by projecting milestones, resolving complex issues, and reporting to senior management
- Researched logistics and implemented cost reducing tactics to ship products
- Gathered micro and macro data for website optimization by designing Google tracking codes through Google Analytics
- Utilized LabWorks, Google Analytics, Google Adwords, Looker, Slack, Asana, SQL, MailChimp and various tools to generate raw data reports
- Secured savings of $400K+ by evaluating carrier miss-billing
- Slashed shipment costs by 23% through contract negotiation
- Developed data dashboards across all businesses leveraging Looker
- Kept Google AdWords accounts at less than 10% ACoS through effective bidding, keywords, campaigns, and creatives
Education
Bachelor Degree - Business Management
University of Phoenix
Skills
- Microsoft Teams
- Salesforce
- GA4 Certified
- Affiliate
- SEM
- Google Ads
- Data Mining & Analysis
- Lead Generation
- ROIROAS
- Budget Management
- Franchise Businesses
- E-Commerce Management
- Business performance management
- Reporting Management
- Data analytics
- Organizational improvement
- Data-driven decision making
- Operations management
- Budget oversight
- Troubleshooting and problem resolution
- Strategic planning
- Cross-functional team leadership
Certification
- GA4 Certification
- Affiliate Certified
Continuous Learning
- Advanced Excel
- Management Skills
- AI
- Corporate communications
- Marketing Trends
- Competitive Analysis
Work Availability
monday
tuesday
wednesday
thursday
friday
saturday
sunday
morning
afternoon
evening
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Work Preference
Work Location
RemoteHybridImportant To Me
Work-life balanceCompany CultureFlexible work hoursPaid time off401k matchTeam Building / Company Retreats4-day work weekCareer advancementWork from home optionInterests
Reading
Research
Cooking
Running
Family
Timeline
Sr. Manager, Digital Marketing
California Closets
12.2020 - Current
Business Data Analyst, Manager
Bay Photo Lab
03.2016 - 03.2020
Internet Marketing Manager
Orion Telescopes and Binoculars
10.2008 - 02.2021
- GA4 Certification
- Affiliate Certified
Bachelor Degree - Business Management
University of Phoenix
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