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Work Background
YahooSr. BI Manager - Media Buying, Strategy and Ad Operations
Jan. 2021 - Jun. 2024Los Angeles, California, United States- Lead a team of senior media buyers in the Yahoo Search growth and monetization org, in-house media buying team. Day-to-day includes planning, goal setting/tracking, training, mentoring, hiring, identifying trends, exploring new channels, constantly testing and improving processes across leading performance marketing ad platforms.
- Work closely with the Search marketplace team on data insights, and product and engineering teams helping develop new tools and AI implementations.
Verizon MediaSr. BI Manager - Media Buying, Strategy & Ad Operations
Jan. 2021 - Aug. 2021East Los Angeles, California, United StatesPromoted to a people management role in December/2020, effective January/2021.
Verizon MediaBI Manager - Media Buying, Strategy and Ad Operations
Nov. 2018 - Jan. 2021Playa Vista, CA- Recruited internally for a CEO challenge team as resident expert driving growth by leveraging Yahoo’s own DSP data and culturally relevant strategy to reach targeted audience and Yahoo Search's performance goals.
- Quickly evaluated the potential of new channels, creating a vision and bringing it to life via a combination of strategic and operational expertise. - Led a pod of 2 media buyers; rapidly became mentor and coach for 3 internal agency partner managers to elevate performance and process consistency. - Day-to-day included end-to-end strategy, execution and performance optimization to maximize ROI and generate quality leads to Yahoo Search advertisers worldwide
Verizon MediaSr. Lead, Display/Video Optimization Strategy
Jun. 2017 - Oct. 2018Playa Vista, California- Lead strategist for the US Hispanic team
- New hire training documentation and training, avails/pricing and data/audience targeting SME
- Mentor/POC to account management and strategy teams in LATAM (main market: Brazil).
- Platforms: Verizon Media DSP (display, video, Native), Yahoo! Gemini, AOL’s One Display
YahooSr. Lead, Display/Video Optimization Strategy
Apr. 2017 - May. 2017Playa Vista, CAYahoo! became Oath after it was acquired by Verizon in June/2017.
YahooDisplay/Video Optimization Strategy Lead
Oct. 2014 - Apr. 2017Playa Vista, CA, USA- 2015 and 2016 Yahoo! Excellence Award recipient
- Programmatic optimization manager in charge of the US Hispanics autos/entertainment verticals in BrightRoll DSP
- Strategy support during the RFP stage, including forecasting, targeting strategy and rate guidance
- Delivery/performance monitoring, billing, incremental requests, profit margin management and post campaign analysis
- Avails/forecasting, data ops, new hire training, BrightRoll DSP and US Hispanics SME
- Consultant/mentor for Yahoo! LATAM (main markets: Brazil and Mexico) offering training, strategy advice and best practice knowledge share between US and LATAM teams
YahooSEM and Native Optimization Strategy Lead
Feb. 2013 - Sep. 2014Burbank, California- Specialized in creating and optimizing search marketing (SEM) campaigns for desktop, mobile (smartphone) and tablet devices. Stream (native) ads, image ads, search retargeting, display and video (BrightRoll and Adaptv) campaigns
- Bing Ads optimization expert
- Aligned to a multi-million, US-based book of business that includes top-of-mind, high profile online travel aggregators (OTAs), cruise lines, hotel chains and airlines
- Member of a pilot that allowed me to optimize both search, display and video campaigns at the same time
- Point-of-contact for Yahoo! Brasil Search Creative Development and Account Management teams
- Provided quarterly training sessions to Yahoo! LATAM Search Creative teams
- Seasonal Keywords List working group member and travel seasonal keyword expert
- New hire mentoring and training
- Part of the interview panel for Search Account Managers and Search Creative Strategists
YahooSr. SEM Strategist
Oct. 2005 - Jan. 2013Yahoo! Brasil (Mar/2005 to Jan/2008); Yahoo! Burbank (Feb/2008 to Jan/2013)- Specialized in creating and optimizing search marketing (SEM) campaigns for desktop, mobile (smartphone) and tablet devices.
- Developed extreme online marketing strategy to improve Quality Score (landing page relevance, keyword/ad copy relevance, landing page user experience), ROAS, ROI, CTR, conversions/leads and increase impression volume
- Aligned to a multi-million, US-based book of business that includes top-of-mind, high profile online travel aggregators (OTAs), cruise lines, hotel chains and airlines.
- Created and presented in-depth analysis and recommendations to clients over the phone and in-person
- Point-of-contact for Yahoo! Brasil Search Creative Development and Account Management teams
- Seasonal Keywords List working group member and travel seasonal keyword expert
- Went to Yahoo! Brazil in 2013 to train the team on Bing Ads best practices
- Global creative strategist in 2012 - provided search creative support for US-based advertisers targeting EMEA, LatAm and APAC. - New hire mentoring and training
- Bing Ads Blog search expert contributor and webinar presenter
TeRespondo Brasil (Acquired by Yahoo! In 2005)SEM Editor
Jan. 2003 - Dec. 2005
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