JR Ferguson

Experience

• 

  Deckers Brands

  Apr 2013 - Mar 2016

  Manage strategy and daily optimization of paid search programs for seven footwear brands. Manage daily optimization of paid search accounts for seven footwear brands. Optimize on site search, perform keyword research to inform SEO strategy. Create reporting to automate the monitoring of backlink profile health.Identify opportunities for PR outreach and content creation.

  • eCommerce Paid Search Associate Manager

    Aug 2014 - Mar 2016

  • Paid Search Marketing Coordinator

    Oct 2013 - Aug 2014

  • SEO Intern

    Apr 2013 - Oct 2013
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  MAKA Digital

  Mar 2016 - Aug 2017

  Paid Media Specialist

  Managed paid media campaigns for a variety of lifestyle and eCommerce clients, including AdWords and Microsoft Ads, YouTube, Facebook and programmatic display.

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  AutoAnything

  Aug 2017 - Feb 2018

  Marketing Manager - Paid Search

  Manage paid search program for a large eCommerce auto parts distributor.Coordinate and execute account restructure to allow for increased management flexibility and performance.Coordinate with other marketing channels and merchandising team to execute brand and product category specific marketing campaigns.

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  Petco

  Feb 2018 - Feb 2019

  Manager, Paid Search

  Work with internal and agency partners to plan and execute search support within omni-channel marketing campaigns.Daily, weekly and ad-hoc performance reporting for search team management needs.Monthly reporting to internal business owners and executive stakeholders.Management of localized search strategy including geo-targeting for 1,000+ retail locationsBudget management of search programs, including pacing, forecasting and invoice reconciliation

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  Thermo Fisher Scientific

  Feb 2019 - Jan 2023

  Led the creation of an analytics team focused on reporting and insights for paid search and programmatic display programs.Built and maintained a variety of dashboards, including daily performance reporting, daily budget pacing, regional specific insights, and monthlygoal tracking, with an emphasis on scaling efforts to reduce repetitive reporting tasks completed by campaign managers.Crafted and executed a roadmap focused on improving the sophistication of data and analyses, laying the foundation for unprecedented growth inrevenue generated by global paid search campaigns.Collaborated with team members across multiple analytics teams, channel teams, and business functions to establish best practices for data hygiene,reporting consistency, financial impact estimation, and communication to leadership. Show less Work alongside a variety of stakeholders to manage paid search strategy and execution for a vast and varied catalog of laboratory consumables andinstruments.Budget management of search programs, including revenue impact forecasting, monthly pacing and diminishing returns analyses.Ensured accuracy of targeting and marketing copy by collaborating with research scientists, product managers and legal teams to validate finalcustomer-facing language.Collaborated with a full digital marketing team to align on omni-channel strategies and identify gaps or moments of friction in the users’ purchasejourney. Show less

  • Sr e-Business Analyst

    May 2021 - Jan 2023

  • Marketing Specialist

    Feb 2019 - May 2021
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  National Funding

  Jan 2023 - now

  Marketing Manager, Paid Search