Pamela Carns
Ballwin,MO
Summary
Paid media expert with over 18 years of experience managing teams, driving profitable returns and implementing best practices across channels. Skilled at cross functional collaboration, managing competing priorities and driving results. Strategic thinker and problem solver with experience presenting to executive and leadership teams on a regular basis.
Overview
22
22
years of professional experience
Work History
Director of Paid Media
Colibri Group
10.2018 - Current
- Create annual media plans and strategically manage over $24M in media budgets while driving a 3X return on ad spend
- Partner closely with executive and leadership teams to present performance, best practices and recommendations to improve channel revenue, diversify media mix and review attribution
- Oversee team of four paid media strategists to execute and optimize media plans; manage multiple agency and vendor relationships
- Supervised execution of new attribution tool that lead to restructuring media mix for the largest brand
- Partner with over 20 individual business units as lead of paid media to develop and execute media plans, tests and drive revenue growth
- Align media plans with goals of business units
- Provide guidance and direction to paid strategists and agencies
- Analyze and present channel performance and translate results into business recommendations
- On-board approximately 4 to 6 new company acquisitions annually into paid media channels, optimizing and creating new strategies, budgets and campaigns
- Realign resources and agencies to support latest acquisitions
- Develop paid media best practices and templates to drive efficiencies and streamline requests across 20+ business units
- Expert knowledge in Google Ads, Bing Ads, Facebook, YouTube
- Experienced in programmatic display, LinkedIn, Google Analytics, TikTok, Reddit.
Senior Manager, Paid Media
Colibri Group
04.2021 - 06.2022
Paid Media Manager
Colibri Group
10.2018 - 04.2021
Client Analyst, Market Research
ForeSee, Inc.
04.2016 - 08.2018
- Understand and connect the client's business, challenges, key performance indicators (KPIs), and objectives to data
- Develop and refine voice of customer surveys to provide actionable insights that prioritize changes based on making the greatest impact on customer satisfaction and desired business outcomes such as likelihood to purchase, return, or recommend
- Analyze client survey data to build and present expansive PowerPoint decks focused on performance, obstacles, and recommendations to improve customer satisfaction and company performance
- Maintain client relationships through weekly status calls, monthly presentations, and ad hoc reporting.
Search Supervisor
Neo@Ogilvy
11.2015 - 04.2016
- Manage client relationships and strategic search planning for 16 CPG brands with multi-million search budgets
- Develop and recommend KPIs, goals, and benchmarks for each brand based on clients' goals
- Create performance reports on an on-going basis, providing insight and optimizations for each brand; lead presentations to clients on a monthly or bi-weekly basis
- Collaborate with display, print, TV, and social teams to ensure holistic messaging for each brand; communicate weekly with brands and media teams to review optimizations and recommendations
- Oversee monthly billing and ensure client is properly invoiced
- Manage two direct reports, providing training and direction on accounts, reviewing work, and providing constructive feedback.
Senior Manager, Paid Search
Wavemaker - GroupM
07.2011 - 10.2015
- Develop and present annual paid search strategy, establishing objectives and goals, to drive growth, and increase consumer engagement
- Manage multi-million dollar paid search accounts, create annual and monthly financial plans, and strategically allocate budget to numerous vendors to meet client goals and objectives
- Implement cross-channel strategy by collaborating with the planning, social, and display teams, as well as other external agency teams to execute client's paid search media plan, and ensure account success
- Manage three direct reports, providing training and direction on accounts, reviewing work, as well as providing constructive feedback and annual reviews
- Lead client calls regarding account performance; recommend account optimizations, based on client goals and KPIs, provide guidance to junior staff to implement optimizations
- Analyze complex data on a daily and monthly basis providing key insights and implications to create a valuable story for brand managers; leverage Excel & PowerPoint to deliver final results to clients
- Manage client's accounts on a daily basis, utilizing vendor platforms on Google, Yahoo, Bing, YouTube, etc.
Paid Search Manager
Wavemaker - GroupM
10.2006 - 07.2011
Senior Specialist, Talent Development
Fleishman-Hillard, Inc.
01.2005 - 10.2006
- Marketed company and job opportunities to public relations and information technology applicants for seven offices
- Served as Texas human relations liaison between employees, general managers, and corporate office
- Acted as project manager for annual Employee Satisfaction Survey which contacts more than 2,000 employees, gathers and analyzes critical information, then creates presentations and trend analysis for senior management to communicate to offices
- Worked closely with Creative Team to develop new designs for promotion materials and in-house surveys, awards, and emails.
Specialist, Talent Development
Fleishman-Hillard, Inc.
05.2004 - 01.2005
Intern, Talent Development
Fleishman-Hillard, Inc.
01.2004 - 05.2004
Intern, Member Development
AAIM Management Association
05.2002 - 01.2004
Intern, Marketing
Concordia Publishing House
05.2003 - 08.2003
Education
Bachelor of Science in Business Administration - Management
Saint Louis University
St. Louis, MO05.2004
Skills
- Strategic Planning
- Paid Search Strategy
- Display Advertising
- Multichannel Marketing
- Social Media Advertising
- Google Analytics
- Contract Negotiation
- Project Management
- Vendor Management
- Process Management
Timeline
Senior Manager, Paid Media
Colibri Group
04.2021 - 06.2022
Director of Paid Media
Colibri Group
10.2018 - Current
Paid Media Manager
Colibri Group
10.2018 - 04.2021
Client Analyst, Market Research
ForeSee, Inc.
04.2016 - 08.2018
Search Supervisor
Neo@Ogilvy
11.2015 - 04.2016
Senior Manager, Paid Search
Wavemaker - GroupM
07.2011 - 10.2015
Paid Search Manager
Wavemaker - GroupM
10.2006 - 07.2011
Senior Specialist, Talent Development
Fleishman-Hillard, Inc.
01.2005 - 10.2006
Specialist, Talent Development
Fleishman-Hillard, Inc.
05.2004 - 01.2005
Intern, Talent Development
Fleishman-Hillard, Inc.
01.2004 - 05.2004
Intern, Marketing
Concordia Publishing House
05.2003 - 08.2003
Intern, Member Development
AAIM Management Association
05.2002 - 01.2004
Bachelor of Science in Business Administration - Management
Saint Louis University
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