Senior Digital Marketing Executive

Marketing Strategy / Digital Marketing / Social Media Marketing / Analytics/ Client Management / eCommerce

Digital Media / Online Advertising / Media Management & Buying / Team Leadership / Project Management

Creative, entrepreneurial, results-focused marketing executive with demonstrated record of achievement developing and directing strategic digital marketing initiatives for innovative marketing, technology, and online companies. Solid success in channel development, brand awareness, and market penetration, with expertise in all aspects of search engine marketing, social network management, affiliate marketing, email marketing, and online advertising.  Proficient in Google Analytics, Google AdWords, WordPress, Microsoft Excel, Bing Ads, SEO, DoubleClick for Search, Kenshoo, and Marin, and basic website development.

Areas of Expertise:

Professional Experience

Starcom Worldwide – Detroit, Michigan

Associate Director – Digital (8/2019 to Present)

Leading team managing $50 million annual digital marketing budget across programmatic, social, and direct buys. Previously led programmatic efforts for several prescription drug brands at an enterprise-level pharmaceutical company. Serving as main point of contact and subject matter expert (SME) for clients, with responsibility for project management and execution.

Partnering with internal agency stakeholders, clients, and external agency partners to plan and execute cross-media advertising programs for clients. Contributing to overall strategy and ensuring accurate reflection of client business objectives as well as proper roles for each media channel are being followed. Conferring with clients to fully understand project objectives and developing project plans to deliver on agreed upon expectations, while reacting rapidly to new demands. Ensuring seamless project delivery and quality. Managing daily client communications effectively to generate client loyalty. Establishing strong client relations and productive vendor relationships with Google, The Trade Desk, TikTok, Magnite, Facebook, Snapchat, and more.

• Led first-ever test for Novartis of 3^rd-party-cookieless targeting solutions, including DStillery IDFree
• Helped pioneer revised inventory strategy for Novartis, leveraging SSP partnerships to unlock cost-savings on premium inventory while reducing the team’s work on managing individual PMP deals
• Helped standardize naming conventions across multiple DSPs for programmatic team
• Launched first efforts with Google Display&Video 360 for Novartis for a MS drug brand
• Led first-ever implementation of Facebook lead generation ads for Novartis, driving a cost per lead less than half of industry benchmark rate
• Drove lift in paid social CTR for client by selling-in and implementing new demographic targeting for their Multiple Sclerosis drug portfolio, eliminating the need for day-parting while adhering to FDA and FCC regulations for pharmaceutical advertising

Choske Consulting LLC (www.choskeconsulting.com) – Detroit, Michigan

Principal Consultant – Digital Marketing (1/2018 to 8/2019)

Entrepreneur serving as key digital marketing planner, strategist, and manager on search and social for a portfolio of clients.

Directs day-to-day operations specializing in digital marketing consulting and offering a wide range of Internet marketing services including pay-per-click (PPC), social media marketing, website development, Amazon/Google marketing, eCommerce, and search engine optimization. Implements comprehensive strategies and operational policies. Manages financial accountability including budgeting, reporting, and auditing responsibilities.

• Drove  eCommerce paid search cost-per-click down 57% month-over-month while preserving traffic and sales volume by restructuring account.
• Led test of a paid Instagram branding campaign for a national Enterprise-level client, a first for the brand, measured with a brand lift study that showed a 10pt lift in brand recall and 11pt lift in purchase intent.
• Pioneered first-ever execution of Cardlytics pay per click advertising for a national Enterprise-level client, allowing targeting of users based on buying behavior and tracking direct dollar-value results of conversions.
• Executed successful website development for organizations including FightStudentDebt.com and Hansen Clarke for Congress, resulting in client election; facilitated business consulting for Global Sporting Integration and AdWords analytics leadership for VoiceGig and DYSR.

Reprise Media – Birmingham, Michigan

Associate Account Director (5/2017 to 1/2018)

Led 15-person marketing team specializing in paid search management across Google and Bing for an enterprise-level automotive brand, serving ads for both Tier 1 and Tier 2. Drove the team to implement new budget tracking procedures and adjusted workflow to improve the team’s performance and redundancy.

Directed paid search media team, set digital strategy at a senior level and worked with direct reports to translate it into daily tactical execution. Inspired and trained team to ensure flawless execution of tactics. Collaborated with Vice President to develop campaign strategies and execute search campaigns against strategies. Ensured direct reports received all tools and guidance to excel; conducted in-depth performance evaluations and gave frequent feedback to promote professional development. Led virtual and in-person presentations in a polished, energetic way with unwavering professionalism.

• Effectively managed cross-functional teams supporting $120M Tire 1 and $100M Tier 2 paid search budgets across the Fiat Chrysler Automotive (FCA) portfolio of brands.
• Leveraged advanced audience targeting with custom lists in DoubleClick for Search (DS) through integration with social media teams and external data partners – a first for the client.
• Developed and launched Amazon Marketing Services campaigns for FCA, which was a first for the client and the team.

iProspect – Detroit, Michigan

Account Manager (10/2013 to 5/2017)

Led teams managing $25 million search, social, and SEO efforts for several brands at an enterprise-level automotive company. Served as main point of contact and subject matter expert (SME) for clients, with responsibility for project management and execution.

Partnered with internal agency stakeholders, clients, and external agency partners to plan and execute cross-media advertising programs for General Motors. Contributed to overall strategy and ensured accurate reflection of client business objectives as well as proper roles for each media channel were followed. Conferred with clients to fully understand project objectives and developed project plan to deliver on agreed upon expectations, while reacting rapidly to new demands. Ensured seamless project delivery and quality. Managed daily client communications effectively to generate client loyalty. Established strong client relations and productive vendor relationships with Google, Facebook, Bing, and Twitter.

• Led pilot of Instagram’s new “Panogram” ad unit for GMC, a first for the brand, driving 7M impressions as well as an 11pt lift in brand recall and 2pt lift in brand favorability.
• Planned and managed search and social media components of comprehensive GMC branding initiative, integrating Facebook, Twitter, Google, and traditional media executions to drive measured lifts in brand perception.
• Executed transition from Marin’s search management platform to DoubleClick for Search, unlocking new reporting and optimization features for the team that improved performance and decreased workload after implementation.
• Drove 20% improvement in paid social outcome rate for automotive client month-over-month by leveraging behavioral targeting, look-alike audiences, and paid performance analytics to shape creative direction.

Core3 Solutions – Troy, Michigan

Interactive Marketing Specialist (1/2013 to 10/2013)

Led paid search and Analytics efforts at local startup agency, bringing expert-level experience and helping the agency to grow its reputation and digital marketing services.

Brought expert-level paid search and Google Analytics experience to diverse client base. Participated in marketing seminars, found ways to improve quality of products and services, and contributed to corporate blog. Provided full-service Google Analytics to range of clientele.

• Led certification efforts for agency to become Google AdWords Certified Partner status and Bing Ads Accredited.
• Authored paid search industry blog posts for company blog, highlighting the agency as a leader in the industry.
• Managed and prepared reports and analysis for Google, Yahoo, and Microsoft Pay-Per-Click (PPC) marketing programs for all clients.

Brand Labs – Rochester, Michigan

Senior Online Advertising Strategist (6/2009 to 2/2011)

Co-managed marketing services department and managed PPC advertising services for growing client base.

Utilized Google AdWords, Microsoft Ad Center, Yahoo ads, affiliate channels, consumer shopping engines, and SEO best-practices to promote client products and services. Provided consulting to sales and acquisitions and assisted in business development and reorganization. Served as account manager and primary point of contact for several key clients.

• Led team to drive doubling in eCommerce revenue over a three-month period by leveraging analytics to implement data-driven changes in site design / taxonomy, product merchandising to increase SEO value, and paid channels while keeping costs flat.

Google – Ann Arbor, MI

AdWords Account Associate (6/2008 to 6/2009)

Provided consultative solutions and excellent customer service to help clients more effectively utilize AdWords.

Managed portfolio of advertiser accounts and developed customized optimization proposals to realign client advertising with industry best practices. Leveraged analytical skills to troubleshoot issues and optimize performance of accounts. Built strong relationships with customers and ensured client understanding of product features by proactively and creatively identifying solutions to issues, using upselling techniques to expand market share and grow revenues.

• Outside of normal hours, worked with Google Grants team to bring high-quality, free Google AdWords advertising accounts to nonprofit organizations in Michigan and Colorado.

Additional public service experience as Business Relations Representative, Congressman Hansen Clarke, 2011-2013; Legislative Aide, State Senator Hansen Clarke, 2006-2008; and Intern, US Foreign Commercial Service, 2006

Education and Credentials

Master of Business Administration · 2015-2017 · University of Michigan – Dearborn, MI

Bachelor of Arts in International Relations and German · 2004-2008 ·  Michigan State University – East Lansing, MI

Certifications: Google AdWords, Google Analytics, Bing Ads, BrightEdge, Twitter Flight School, DoubleClick for Search. Digital Solutions, Kenshoo Social, Marin Enterprise

Language Fluency: English, German, Arabic

Professional Affiliations: Detroit Economic Club, Detroit Young Professionals, Michigan State University Alumni Association, James Madison College Alumni Association, University of Michigan Alumni Association, Detroit RiverFront Conservancy and Riv28, PartnershipUS (Board Member)