Mikko McDonald
Melvin Village,USA
Summary
Attentive Manager experienced in gambling operations. Confident and decisive leader with great team management, organizational and customer service skills. Dedicated to running profitable marketing campaigns in full compliance with with partner and US state regulations.
Overview
2
2
years of professional experience
Work History
Organic Strategy Lead – Casino
Better Collective
01.2024 - Current
- Collaborate across the US and Europe on multiple projects.
- Grew the online casino brands SEO presence across the US market by over 200% year-over-year
- Bring in new tech partners to help bolster site analytics & functionality.
- Assisted in the development of marketing strategies to attract new clientele and retain existing customers.
- Contributed to increased revenue by promoting various casino events and offerings to guests.
- Ensured compliance with gaming regulations by accurately monitoring the latest responsible gambling laws.
US Sites Project Manager
Better Collective
10.2021 - 01.2024
- Utilize SEMRush, ahrefs, SurferSEO, and more to improve SERPs and analyze data
- Manage content and reporting for seven websites in the US
- Monitor web analytics across multiple platforms to ensure revenue goals are being achieved
- Plan content briefs for casinos, sportsbooks & sporting events throughout the year
- Research trends within SEO/SEM to create site content bundles focused on conversions
- Assemble and present bi-weekly reports on site performance and trends
- Create Gantt charts to manage short and long-term projects
- Research new areas of opportunity and technology (e.g., AI, dynamic video, embedded content).
Digital Content Specialist
Boston Children’s Hospital
- Managed and grew SEO/SEM strategies across the BCH Trust websites and other properties
- Utilized Google Platforms (Analytics, Tag Manager, etc.) to access data and optimize user experience
- Copywriting for websites and search marketing campaigns in Google and Microsoft Ads
- Launched a new video strategy focused on brand awareness
- Improved year-over-year search marketing revenue by over 200% and number of transactions by 55%
- Led projects that include external and internal partnerships
- Enhanced website traffic by developing and implementing strategic SEO practices.
- Increased user engagement for various social media platforms through the creation of compelling content.
- Collaborated with outside agencies on campaign strategy and performance.
Marketing & Digital Strategy Manager
USA Triathlon
- Develop strategies including a youth-focused membership and retention initiative
- Build marketing plans for digital campaigns focused on registration, storytelling, training plans, etc
- Execute SEO/SEM strategy to increase site traffic and achieve web analytics goals
- Build email templates and update websites through HTML coding
- Set up API connection between Marketo and internal Membership database
- Create content for USA Triathlon properties such as usatriathlon.org and mytimetotri.com
- Produce copywriting for member segmentation campaigns, websites, and other initiatives
- Supervise training and use of content management systems and publishing tools (e.g., Sitecore and Concrete5)
- Manage email marketing platforms and digital communications through Marketo
- Responsible for compiling monthly site and social analytics reports for internal and external dissemination
- Increased users on usatriathlon.org (+25%) and mytimetotri.com (+67%) since hired
- Reduced average cost-per-result for paid social campaigns from $91 to $27.
Senior Analyst, Media Technology
Digitas Ad Agency
- Created detailed media campaigns within Double-Click Campaign Manager (DCM)
- Managed and trained junior level analysts across New York City and Boston offices
- Coordinated with various internal teams on campaign set up and deliverables (CRM, SEO, etc.)
- Cross-office HPE liaison between New York City and Boston
- Lead trafficker for multiple Bank of America campaigns and for all of Hewlett Packard Enterprise (HPE)
- Executed creative initiatives for ten campaigns at a time, while maintaining strict deadlines
- Analyzed new industry technologies to provide internal and client-facing ‘101 decks’
- Conducted quality assurance checks for all types of static, standard, video, or rich media creative formats.
Social Media Specialist
Nike Flatiron & Nike Boston
- Increased brand awareness by developing and implementing targeted social media campaigns.
- Enhanced customer engagement with the creation of relevant and shareable content across various platforms.
- Improved overall reach by consistently monitoring and adjusting social media strategies based on analytics data.
- Generated leads through effective paid advertising campaigns on Facebook, Instagram, and Twitter.
Education
Some College (No Degree) - Fundamentals of Sports Marketing
New York University
RemoteBachelor of Arts in History -
Wheaton College
Norton05.2013
High School Diploma -
United Nations International School
New York, NY05.2009
Skills
- Proficient in Microsoft Office, Google Analytics, Tableau, JIRA, AirTable, Asana, Marketo, Google Tag Manager, Sitecore, HTML, Adobe Creative Suite, MailChimp, Oracle, Salesforce, and social media
- Other Skills: Upselling Strategies, Quick Thinking, Effective Communication
- Advanced Certification in Google Analytics and Google Tag Manager
- Effective organization and communication skills, strong critical thinking abilities, tech-savvy, resourceful, and hardworking
- Linguistics: French (intermediate)
- Avid interest in travel with dual citizenship: USA and United Kingdom
Languages
French
Limited Working
Timeline
Organic Strategy Lead – Casino
Better Collective
01.2024 - Current
US Sites Project Manager
Better Collective
10.2021 - 01.2024
Digital Content Specialist
Boston Children’s Hospital
Marketing & Digital Strategy Manager
USA Triathlon
Senior Analyst, Media Technology
Digitas Ad Agency
Social Media Specialist
Nike Flatiron & Nike Boston
Some College (No Degree) - Fundamentals of Sports Marketing
New York University
Bachelor of Arts in History -
Wheaton College
High School Diploma -
United Nations International School
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