RICHARD R. FERGUSON
Raleigh,NC
Summary
Throughout my career, I have gained valuable experience in developing and monitoring weekly budgets, ensuring that financial resources are allocated effectively to achieve strategic objectives. I am highly skilled in analyzing program performance against goals, providing insightful reports and recommendations to drive optimization and maximize results. By collaborating closely with Account Managers, I have consistently demonstrated my ability to support their directives and contribute to the overall success of campaigns.
Additionally, I have a strong proficiency in creating insertion orders, conducting keyword analysis, and assisting in the development of creative assets. I understand the importance of adhering to clients' requirements and maintaining consistent communication to ensure their satisfaction. In situations where immediate assistance is needed, I have effectively served as a reliable point of contact for clients, stepping in as a backup when Account Managers were unavailable.
Moreover, I have a keen eye for detail and a strong commitment to quality assurance. I am experienced in conducting thorough QA testing throughout the various stages of campaign development, ensuring that all deliverables meet the highest standards of excellence.
Furthermore, I am highly adaptable and thrive in dynamic environments. I am quick to learn new technologies and platforms, enabling me to effectively build ad hoc reports as needed and actively participate in the development of new campaign assets, including keywords and ads. My ability to juggle multiple priorities while maintaining a high level of accuracy and attention to detail has consistently allowed me to meet tight deadlines and deliver exceptional results.
Overview
19
19
years of professional experience
1
1
Certification
Work History
Search Engine Analyst
Acronym
10.2022 - Current
- Proactively develop and meticulously monitor weekly budgets, ensuring optimal allocation of financial resources to drive campaign success.
- Collaborate closely with Account Manager to monitor program performance against goals, providing valuable insights and recommendations for optimization.
- Assist in the creation of insertion orders, conduct thorough keyword analysis, and contribute to the development of creative assets, effectively supporting the directives of the Account Manager.
- Serve as a reliable backup point of contact for clients, offering immediate assistance and maintaining strong client relationships when the Account Manager is unavailable.
- Demonstrate strong analytical skills by building ad hoc reports as needed, providing critical data-driven insights to inform strategic decision-making.
- Actively participate in the development of new campaign assets, including keywords and ads, contributing to the continuous improvement of marketing initiatives.
- Ensure the highest level of quality assurance by conducting comprehensive testing throughout all stages of campaign development, maintaining accuracy and upholding the organization's standards of excellence.
Marketing Consultant
04.2014 - 01.2017
- Consulted for a diverse range of up to 30 clients while maintaining 95% retention rate
- Drastically improved SEO efforts through technical website audits, content development, backlink optimization and strategic direction
- Developed site structure and content strategy through keyword research and topical expansion
- Directed efforts to leverage on-page elements including titles, headings, robots.txt, sitemaps and link structure
- Executed off-page optimization strategies to ensure health and promote acquisition of beneficial inbound links
- Recovered organic search saturation and visibility eliminated by algorithmic updates and penalties
- Effectively managed paid search budgets of over $3MM with CPA goal success rate of 91%
- Spearheaded multi-channel, cross platform, interdepartmental marketing strategies
- Implemented a breadth of multivariate and UX studies contributing to over $10MM annual revenue
- Conducted remote and in-person training sessions for groups of over 100 individuals
- Evaluated and remodeled internal processes for improved efficiency and elimination of redundancy
- Maintained a comprehensive knowledge of industry trends, shifts, tactics and best practices to assure quality of deliverables and consultation
Marketing Analyst/Advertising Director
Global Value Commerce
05.2010 - 04.2014
- Orchestrated strategic development and implementation for all web properties
- Managed over $2MM in annual adspend while maintaining a 675% minimum ROI
- Maintained a minimum 100% year-over-year growth in spend and revenue while maintaining aggressive ROI goals
- Oversaw all relationships and operations with third-party advertisers and partners
- Defined and delegated SEO, SEM, affiliate, remarketing, email and social marketing strategies
- Ensured interdepartmental continuous improvement through effective communication and leadership
- Instituted methodology to tie all marketing efforts to bottom-line impact and monitor results
- Developed and oversaw company's annual sales forecast and marketing budget
Search Marketing Director
Bold Interactive, Course
08.2007 - 05.2010
- Coordinated all online marketing strategies and oversaw their implementation
- Developed turnkey metrics solutions tied to KPIs, internal and external shareholders, and bottom-line ROI
- Achieved iterative improvement to campaign effectiveness at a systemic level
- Developed pioneering system of automation, reducing completion time by 60%
- Defined information architecture of varying websites
- Improved goal and goal funnel conversions using a variety of optimization tactics
Search Marketing Specialist/Copywriter
Fortune Interactive
05.2006 - 12.2007
- Developed and implemented successful Search Marketing campaigns to improve search engine positioning for client web pages and ultimately increase sales
- Promoted from copywriter to Search Marketing Specialist within three months
- Accepted responsibility for managing all paid search client accounts
Supervisor
Chopt Salad
09.2018 - 10.2022
- Maintained high standards of customer service during high-volume, fast-paced operations
- Communicated clearly and positively with coworkers and management
- Mastered point-of-service (POS) computer system for automated order taking
- Followed procedures for safe food preparation, assembly, and presentation
- Cross-trained and coordinated scheduling with team members to ensure seamless service
- Resolved complaints promptly and professionally
Head Teacher
EWHA English School
09.2004 - 05.2005
- Instructed students from kindergarten to adult in English as a Second Language
- Developed institutional lesson plans and material for all classes at all levels
Education
Bachelor of Arts - English/Creative Writing, Communications
Appalachian State University
Skills
- Search Engine Marketing
- Budget Pacing
- Marketing Strategy
- Google Ads
- Google Analytics
- Data Analyst
Accomplishments
- Google AdWords Certification Program
- The 7 Habits of Highly Effective People
- Advanced Certification for Search Engine Marketing Skills
- Google Analytics Certification Program
Certification
- Google AdWords Certification Program
- The 7 Habits of Highly Effective People Advanced
- Certification for Search Engine Marketing Skills
- ServSafe Certification Google Analytics Certification Program
Timeline
Search Engine Analyst
Acronym
10.2022 - Current
Supervisor
Chopt Salad
09.2018 - 10.2022
Marketing Consultant
04.2014 - 01.2017
Marketing Analyst/Advertising Director
Global Value Commerce
05.2010 - 04.2014
Search Marketing Director
Bold Interactive, Course
08.2007 - 05.2010
Search Marketing Specialist/Copywriter
Fortune Interactive
05.2006 - 12.2007
Head Teacher
EWHA English School
09.2004 - 05.2005
Bachelor of Arts - English/Creative Writing, Communications
Appalachian State University
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