Samantha McKay

• Implemented innovative marketing campaigns that boosted brand awareness and generated significant sales leads.
• Managed budgets effectively, ensuring optimal financial performance while investing in necessary resources for business growth.
• Conducted competitive analysis to identify market trends and capitalise on emerging opportunities for growth.
• Achieved departmental goals by developing and executing strategic plans and performance metrics.
• Facilitated successful cross-functional collaborations for the completion of key campaigns, fostering strong working relationships among team members.
• Mentored junior team members for career advancement, fostering a pipeline of future leaders within the organisation.

Develop and implement paid advertising strategies across social media platforms and Google Ads:

Strategise and execute comprehensive advertising plans tailored to each platform's unique audience and capabilities.
Align advertising strategies with client objectives, target audience demographics, and key performance indicators (KPIs).
Leverage advanced targeting options and ad formats to reach specific audience segments and achieve campaign goals.

Create and manage digital advertising campaigns from conception to execution:

Lead the end-to-end process of campaign creation, from initial brainstorming and planning to campaign setup and launch.
Utilize platform-specific tools and interfaces to configure campaign settings, including audience targeting parameters, ad placements, and bidding strategies.
Craft compelling ad copy and visuals that resonate with the target audience and drive engagement and conversions.
Implement budget optimisation tactics to allocate ad spend effectively and maximize return on investment (ROI).

Conduct keyword research, ad placement targeting, and audience segmentation:

Perform in-depth keyword research to identify relevant search terms and phrases with high commercial intent.
Optimise ad placement targeting to reach users across various digital channels and platforms where they are most likely to engage.
Segment audiences based on demographics, interests, behaviors, and other relevant criteria to deliver personalized messaging and offers.

Monitor campaign performance metrics, analyse data, and provide actionable insights:

Regularly track and analyze key performance metrics (e.g., impressions, clicks, conversions, ROAS) to assess campaign effectiveness and identify areas for improvement.
Utilise data analytics tools and platforms to generate actionable insights and recommendations for optimising campaign performance and achieving client objectives.
Implement data-driven adjustments and optimisations to improve ad targeting, messaging, and creative elements.

Collaborate with cross-functional teams and clients:

Work closely with account managers, creative teams, and clients to align advertising strategies with overall marketing objectives and brand messaging.
Coordinate campaign execution and timelines, ensuring seamless communication and collaboration among team members.
Solicit feedback from clients and stakeholders to incorporate their input into campaign planning and execution.

Stay updated on industry trends, best practices, and emerging technologies:

Keep abreast of the latest trends, innovations, and developments in the digital advertising landscape, including changes to advertising platforms, algorithms, and regulations.
Attend industry conferences, webinars, and workshops to expand knowledge and expertise in paid advertising and digital marketing.
Apply industry best practices and innovative strategies to drive continuous improvement and stay ahead of competitors.

Utilise A/B testing and experimentation:

Design and implement A/B tests to compare different ad creatives, messaging variations, and targeting strategies to identify the most effective approaches.
Analyse test results and iterate on campaign elements based on data-driven insights and performance metrics.
Continuously refine and optimize campaigns through ongoing experimentation and testing to improve performance and ROI.

Prepare regular performance reports and presentations for clients:

Compile comprehensive performance reports and presentations summarising campaign results, insights, and recommendations.
Present findings to clients in a clear, concise manner, highlighting key metrics, trends, and areas for optimization.
Collaborate with account managers to translate data into actionable insights and strategic recommendations that align with client goals and objectives.

Maintain relationships with advertising platform representatives:

Cultivate and nurture relationships with representatives from advertising platforms (e.g., Facebook, Google) to stay informed about platform updates, features, and opportunities.
Attend platform-specific trainings, workshops, and events to deepen understanding of platform capabilities and best practices.
Leverage platform resources and support to troubleshoot issues, explore new advertising features, and maximise campaign performance.

• Identified gaps in product offerings or support structures within channels, implementing solutions that addressed these issues headon.
• Streamlined communication between internal teams and channel partners, improving overall efficiency in the sales process.
• Contributed to the creation of daily, weekly, monthly, quarterly forecasts based on input from channel partners as well as insights gleaned from market trends.
• Conducted regular performance reviews of channel partners to identify areas of improvement and growth potential.
• Managed key accounts to ensure customer satisfaction, retention, and ongoing business development opportunities.
• Spearheaded initiatives aimed at improving product knowledge among channel partners through workshops, webinars, and other learning resources.
• Collaborated with cross-functional teams to develop marketing materials tailored specifically for channel partners.
• Increased revenue with effective partner recruitment, training, and management.
• Maintained an up-to-date understanding of industry developments, ensuring that our channel strategy remained nimble and responsive to emerging market demands.
• Negotiated contracts with potential partners to secure favorable terms for both parties while maintaining a strong working relationship.
• Leveraged data-driven analytics tools to inform decision-making processes around resource allocation within various channels.
• Developed and executed strategic plans for channel sales growth and expansion into new markets.
• Provided ongoing mentorship and guidance to junior team members, fostering a positive work environment that prioritized professional growth opportunities.
• Enhanced channel partner relationships by consistently providing support, information, and guidance.
• Established profitable pricing strategies tailored to unique needs within different channels or market segments.
• Implemented efficient reporting systems for tracking channel partner progress toward goals and objectives.
• Played a pivotal role in launching new products or services through coordinated efforts involving marketing teams, technical support staff, and relevant stakeholders within each channel.
• Coordinated sales activities with partners and resellers to identify and close new business.
• Articulated value proposition to assigned territory partners to maintain and increase share of partner business.
• Worked on leads generated by sales team to set up additional meetings.
• Drove and delivered sales leads to convert into new business.
• Developed solid working knowledge of products to understand benefits to potential customers.
• Achieved sales goals and service targets by cultivating and securing new customer relationships.
• Engaged in product training, demonstrations, consumer awareness, branding, and acquisition initiatives to raise awareness and revenues.
• Demonstrated products to show potential customers benefits and advantages and encourage purchases.
• Managed accounts to retain existing relationships and grow share of business.
• Managed revenue models, process flows, operations support and customer engagement strategies.
• Directed sales support staff in administrative tasks to help sales reps close deals.
• Led efforts in developing customized promotions and incentives that drove increased sales from targeted channel partners.

Back-up to Operations Manager

• Monitored industry trends to stay current on best practices in advocacy work and integrate innovative approaches into campaigns when appropriate.
• Managed budgets effectively to ensure optimal use of resources while minimizing costs for maximum impact on campaign goals.
• Analyzed campaign data to inform decision-making, adjusting tactics as needed to achieve objectives more efficiently.
• Mentored junior staff members in campaign coordination techniques while fostering a collaborative work environment.
• Evaluated post-campaign performance metrics to identify areas for improvement in future initiatives.
• Streamlined campaign processes for improved efficiency, implementing project management tools and coordinating team efforts.
• Facilitated cross-departmental collaboration to align messaging, resources, and goals across the organization.
• Spearheaded digital advertising efforts that led to increased website traffic during key campaign periods.
  
  ADMIN: Create IOs, Create and manage Monday.com boards, Create Google Drive folders, Maintain and Manage Google Drive folders, Proof Of Flight & Interim & EOC template creation for Traffic Administrator, Caretaker of Monday to ensure people are added or removed when necessary and tagged for relevant tasks, Adding or removing rates and line items to Colorado by way of the IT department, Back-up to Operations Manager, Running team meetings when Operations Manager is unavailable
  
  TRAFFIC: Chasing sales and channel for signed IO & CI & creative
  Overall knowledge of channel creative specs in order to check artwork as received and send back to channel before passing over to campaign manager
  Maintaining status docs for key clients on Google Sheets
  Report back on outstanding items in Sales Huddle
  Daily Monday.com check-ins for ongoing campaign status’
  Create proof of flight
  Check POF and end reports have been sent by sales/channel to the clients
  
  REPORTING: Ability to compile end reports from relevant Google platforms such as Google Analytics, Google Ad Manager, Facebook Ad Manager, DV360 into the Google Data Studio/Looker reporting tool
  Train & assist traffic administrator with assembling end reports
  QA reports from traffic administrator and provide feedback
  Make any amendments if necessary
  Ensuring all the reports have been stored and saved correctly
  
  CAMPAIGN INSIGHTS: Elicit unique insights from all campaigns
  Provide takeaways for future campaigns
  Continually calculate channel benchmarks
  Continually calculate industry specific benchmarks
  Strategic data analysis for sales to take back to client
  Write insight summary for sales to feedback to client

• Participated in ongoing professional development opportunities to stay current on industry best practices for campaign optimization.
• Conducted post-campaign analysis to determine overall effectiveness, using insights gained to inform future strategy development.
• Optimized campaign performance by analyzing data and identifying key trends.
• Worked closely with creative teams to develop compelling ad content that resonated with target audiences.
• Conducted thorough competitor analysis to identify gaps in the market and capitalize on untapped opportunities.
• Assisted in developing client-specific proposals that showcased tailored solutions designed to achieve desired outcomes effectively.
• Managed multiple campaigns simultaneously, ensuring timely execution and delivery of results.
• Collaborated with account managers to ensure smooth handover of campaigns, facilitating seamless transitions and ongoing support.
• Established strong relationships with clients, fostering trust and collaboration throughout the campaign process.
• Segmented audiences based on demographic data, interests, and behaviors, allowing for more precise targeting in subsequent campaigns.
• Presented comprehensive campaign performance reports to clients, highlighting successes and recommending areas for improvement.
• Improved ROI for clients through strategic targeting and effective budget allocation.
• Collaborated with cross-functional teams to develop cohesive marketing plans that aligned with client objectives.
• Demonstrated outstanding collaboration across organization and managed many tasks.
• Drove data-influenced decisions for campaigns and businesses.
• Reviewed and used data to make recommendations to improve campaign performance, media touchpoints and journey.
• Safeguarded campaign set up for successful measurement by developing learning plans and allowing for measurability.

• Boosted client satisfaction through proactive communication, ensuring their goals and needs were met.
• Identified potential risks to client reputation by monitoring negative press coverage and developing mitigation strategies.
• Optimized media plans by utilizing advanced analytics tools for in-depth evaluation of campaigns.
• Maximized campaign effectiveness with detailed reporting and data-driven recommendations.
• Enhanced media coverage by conducting comprehensive research and analysis of various platforms.
• Increased team productivity with effective project management, meeting deadlines consistently.
• Managed multiple projects simultaneously, ensuring quality results delivered within budgetary constraints.
• Provided valuable input on creative direction based on thorough understanding of target audience demographics and preferences.
• Contributed to new business growth by providing insightful support during pitch presentations and client meetings.
• Strengthened relationships with key media contacts, securing favorable placements for clients'' content.
• Implemented crisis communication plans proactively when necessary to protect client interests during challenging situations.
• Utilized social listening tools effectively to monitor online conversations about brands and their competitors.
• Supported the development of junior team members by sharing expertise in media analysis techniques and best practices.
• Delivered accurate, timely reports to clients by closely tracking media mentions and analyzing sentiment.
• Developed strategic insights for clients by evaluating competitor performance and industry benchmarks.
• Improved brand visibility by monitoring media trends and identifying opportunities for clients.
• Expanded industry knowledge through continuous learning, attending relevant conferences, seminars, webinars, or workshops regularly.
• Streamlined internal processes by creating and maintaining organized databases of relevant media information.