head of paid acquisition channels search resume example with 15 years of experience

(555) 432-1000,
, , 100 Montgomery St. 10th Floor

A B2B marketing expert with the ability to provide leadership in an ever-evolving industry. Highly skilled at balancing business and customer needs to improve company profitability and KPIs.

Digital growth marketing leader. Focused on delivering transformation initiatives and driving demand through the launch of multi-channel marketing plans. Passionate about AdTech/Martech and data.

15+ years of local and international marketing experience on both the client and agency side. Solid managerial, analytical, communication and presentation skills.

  • Cross-Functional Collaboration
  • Employee Development
  • Leadership
  • Creative problem solving
  • Communication and presentations
Education and Training
University of Arizona Tucson, Expected in 06/2004 Bachelor of Arts : Media And Business - GPA :
SAP - Head of Paid Acquisition Channels - Search
City, STATE, 04/2022 - Current
  • Architected the transition of agency managed paid channels into in-house media execution. Focused on reducing overall activation costs and improving the cost per acquisition by +20% in core regions.
  • Led team of 5 global marketers to support paid search efforts across the core portfolio.
  • Lead workstream to redefine and successfully launch updated product marketing go-to-market process (Plan, Build, Run, Optimize) integrating channels across the entire customer journey, UX, nurture, conversion and optimization.
  • Controlled € 20 MM budget while overseeing execution of strategic plan, business procedures and operational processes.
SAP - Sr Director Performance Marketing
City, STATE, 01/2021 - 04/2022
  • Developed a multi-channel paid growth strategy for new product launches with our core ERP solution targeting finance, IT and developer audiences across both SMB and LE. Drove 240,000 annual engaged contacts that created 36,000 MAQL's.
  • Drove data-driven and testing approach to continuously optimize and improve the marketing mix across programmatic, search, social, ABM, content syndication, digital OOH and connected TV. Achieved 34% increase in contacts despite with reduce costs by end of year.
  • Defined SAP's strategy leveraging 1st/3rd party audience data and outline necessary MarTech/Ad Tech to be a best-in-class marketing org.
SAP - Customer Storytelling Director
City, STATE, 01/2020 - 12/2021
  • Owned digital first strategy to leverage our Sponsorship assets (Esports, NBA, 49ers and FC Bayern) and define social strategy. Aligned with product engineers to define PR and communication strategies aligning to audience personas.
  • Led a virtual cross function team to launch the NBA Flagship Customer story on and promotions through digital stories. The NBA story remains our most successful launch to date.
  • Worked to create demand gen opportunities for field marketing that targeted existing and net new accounts. Launched Virtual NHL event that drove 1100+ contacts.
SAP - Growth Marketing Director
City, STATE, 03/2014 - 12/2019
  • Oversaw global paid search strategy across core solution areas. Responsible for 18+MM in annual budget.
  • Built and led the in house paid search team to focus on 26 secondary markets in order to reduce costs.
  • Collaborated with agency to improve SAP demand generation conversion rate. Resulted in 63% decrease in CPL. Run industry OMMA award.
  • Addressed sales pipeline gap and adjusted the go-to-market growth strategy in 2020. New creative messaging, landing page, routing and media plan results in 106% YoY growth.
  • Improved search-related activities through ongoing analysis, experimentation
  • Conducted financial modeling for online marketing programs or website revenue forecasting.
  • Identified appropriate key performance indicators, reporting on key metrics from digital campaigns.
  • Managed tracking and reporting of search-related activities to provide analyses to marketing executives.
  • Evaluated new emerging media or technologies and made recommendations for application within internet marketing or search marketing campaigns.
Acronym Media Group - Paid Media Director
City, STATE, 03/2010 - 03/2014
  • Management of campaigns with various size, complexity, and goals. Oversaw $15 MM annual budget/$1 MM In client billings.
  • Created campaigns from SOW to launch. Led strategy change for Humana Dental and increased billings by over 250%.
  • Coordinated with VP of Sales on RFP development. Presented insight and strategy for potential clients.
  • Managed the growth and training of five account analysts.
2waytraffic - Growth Marketing/Project Manager
City, STATE, 08/2007 - 09/2009
  • Managed direct marketing campaigns (search/display/email) for cell phone content. Responsible for $3.0 MM annual budget and 400,000 subscribers.
  • Managed international team of six to develop creative plans into tangible promotions and worked with technical development team to ensure execution of new business plans.
  • Ran all aspects of TV and print direct marketing campaign (creative development, planning, buying) for North American operations. $2.5 MM annual budget resulted in acquisition of 300,000 subscribers for 2008.

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Resume Overview

School Attended

  • University of Arizona

Job Titles Held:

  • Head of Paid Acquisition Channels - Search
  • Sr Director Performance Marketing
  • Customer Storytelling Director
  • Growth Marketing Director
  • Paid Media Director
  • Growth Marketing/Project Manager


  • Bachelor of Arts

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