Nathan W. Ross

Experience

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  Sinaloa Group

  Jul 2005 - Jul 2006

  Advertising Account Executive

  ● Built a book of business by researching prospective clients, identifying decision-makers, and presenting digital display advertising products via 100+ cold calls/day. ● Advised clients of online advertising strategies which resulted in a 71% Client Retention Rate.

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  Future Ads LLC

  Aug 2006 - Dec 2008

  Spearheaded the development and introduction to market for the Trafficvance.com advertising product, a self-serve interactive ad network offering text and display ads on a CPM, CPC, and PPV cost basis. Executed growth hacking techniques that resulted in the network earning tens of millions within its first year of deployment. Subsequently administered the management of daily operations including B2B sales, marketing, technical development, and customer retention program of Trafficvance. Also managed the distribution and marketing of the Gamevance.com front-end B2C product by working closely with partners and affiliates to actualize and stabilize the ad network.● Achieved a total network average of 35% MOM growth in the first year with $4.5MM+ in personal PPC ad sales● Directly managed an $8MM+ annual advertising and affiliate marketing budget for new member acquisition● Cultivated Gamevance demand generation for new member growth from 1,500 to 20,000+ new daily members Show less

  • Director Of Digital Marketing & Advertising

    Aug 2006 - Dec 2008

  • Senior Marketing Manager

    Aug 2006 - Jan 2008
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  Viant Technology (formerly Specific Media)

  May 2009 - Dec 2009

  Senior Account Manager

  Developed and implemented long-term Programmatic Advertising plans for 40+ popular Fortune 500 brands including Kohls, Sony Entertainment, Red Roof Inn, PNC Bank, Nautilus Fitness, and other CPG, Auto, Retail and Financial Services clients. Leveraged new proprietary ad targeting technologies such as behavioral and retargeting. Utilized 1st tier ad servers such as Atlas, DoubleClick, & MediaPlex.● Planned, executed and optimized total MONTHLY budgets exceeding $3MM in client programmatic ad spend Show less

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  American Home Inspectors Training Institute

  Jul 2010 - Feb 2011

  Director of Marketing

  Stabilized and increased inbound lead count by optimizing omnichannel, DTC marketing efforts including SEM, PPC, SEO, Digital Display Media, Radio, and TV. Responsible for all aspects of advertising including creative direction with a $660,000 annual budget.● Reduced waste and upgraded effectiveness of lead generation efforts, reducing inbound lead costs 80% in paid search● Developed then launched demand generation plans for 3 new B2C product offerings

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  FunLink LLC

  Feb 2011 - Nov 2011

  CEO & Board Chairman

  Led a team of 40+ employees including developers, designers, SEO experts & SEM professionals. Orchestrated the development, launch, and secondary monetization strategies of six fun and innovative downloadable products, focusing on organic acquisition through social and viral strategies as well as creative Google AdWords display and text ad campaigns. ● Responsible for managing the P&L of a $1MM annual advertising and operating budget● Forged strategic partnerships with technology and PPI partners including Bing.com, Ask.com, Yahoo and Weatherbug Show less

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  Nathanwross.com

  Dec 2011 - Jan 2014

  Digital Marketing Consultant

  Successfully provided an array of solutions in the digital marketing landscape including web analytics consulting, digital advertising and growth marketing strategy, content creation, website design, CMS management, display advertising, CRM optimization, marketing funnel creation and implementation, and demand generation strategy. ● Created and deployed an omnichannel, CRM-integrated lead generation funnel with nearly 1,000 sales and marketing automations, delivered with a custom user guide for CRM management. CPL was reduced by 77% and CPA 43% as a result. Show less

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  Xivic, Inc

  Jan 2014 - Sept 2015

  Built and directed a team of eight search marketing professionals executing strategic SEO & SEM plans for franchise clients including Meineke Car Care Centers, California Closets, Umami Burger and other CPG brands. Introduced dynamic call tracking and leveraged the Conductor Searchlight and Acquisio SEM platforms. Audited then improved Quality Score as well as maximized ROI for all SEM clients by engaging in ongoing landing page analysis and Conversion Rate Optimization (CRO). ● Achieved 39% YOY growth of leads from the organic search channel for Meineke as a direct result of my team’s SEO efforts● Supervised the AdWords accounts for multi-location franchise clients with an average monthly budget of $625,000+ ● Primary client recognized as the #1 Brand Winning at Local SEO Marketing in Placeable’s NatLo Top 150 report in 2014 Show less Executed the Strategic SEO Plans crafted by Xivic's Director of Search, with an emphasis on optimizing at the local level for an international franchise client. The plans included data-driven on-page optimizations, technical optimizations, online business listing generation and optimization, and link building. Provided the client support for ORM concerns and holistic direction for reputation management resolution.● My client was recognized as the "#1 Brand Winning at Local Marketing" in the annual NatLo Top 150 report in Q3 of 2014● Assisted in developing a new proprietary franchise-focused digital marketing reporting platform that aggregated and reported traffic, ranking, online reviews, and other data from multiple 3rd party sources Show less

  • Assistant Director of Search

    May 2015 - Sept 2015

  • Local Search Project Manager

    Jan 2014 - Sept 2015
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  Morningside Recovery, LLC

  Apr 2016 - Aug 2016

  Digital Marketing Specialist

  Redesigned and managed the digital lead generation initiatives for the company including SEO, PPC, CRO, Landing Page Optimization, Website Analytics, as well as the implementation of a new call tracking and lead attribution system.● Tripled website phone call leads from online traffic sources ● Delivered the highest volume of leads in the company's history from the PPC channel● Successfully mitigated organic search traffic loss by providing strategic directives during a major website relaunch.TOOLS & APPLICATIONS UTILIZED- WordPress - AdWords, BingAds- Google Tag Manager & Google Analytics- Optimizely, CrazyEgg, DeepCrawl- Mongoose Metrics, - CallTrackingMetrics Show less

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  Wiideman Consulting Group

  Aug 2016 - Jun 2017

  SEM Strategist

  Led the strategic and operational efforts in both paid search and social media advertising and exceeded client acquisition, ROI, and ROAS goals through ongoing data analysis and A/B testing. Implemented call tracking and Google Tag Manager to improve lead tracking attribution as well as the Marin SEM platform to automate bids and to identify new keyword opportunities.● Managed multiple AdWords search, display, and Gmail campaigns for clients whose budgets ranged from $5k-$30k/mo, including Sketchers, Belkin, Linksys, QuietCool Systems, PackIt, and other CPG brands.● Developed cutting-edge SEM strategies through early adoption of new AdWords products via Google Premier Partners Show less

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  OC Kickboxing & Mixed Martial Arts

  Jun 2017 - Mar 2019

  Marketing Manager + General Manager

  Systematically optimized each department and business unit. Major milestones included: restructuring and onboarding a new management team, revamping product offerings, launching a new CRM, and installing B2C sales and marketing best practices.● Audited all SEM and lead generation efforts, then executed plans that reduced the company’s CPL by 40%● Identified and reconciled non-paying customers, 18% of membership base, which increased revenue by 14%● Launched a new CRM with customized billing & marketing automations, reducing operational costs by 8%● Developed a P&L management strategy to solve business challenges that minimized operating waste and increased profit Show less

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  The Uptown Agency

  Jun 2020 - Apr 2021

  Director of Digital Marketing

  Produced and executed the omnichannel digital strategy for The Uptown Agency’s portfolio of clients, including paid media management across SEM, paid social, video, and programmatic advertising channels. Implemented Search Console and oversaw the configuration of Google Tag Manager for clients, as well as improved tracking and attribution infrastructures across lead gen, eCommerce, and mobile app clientele. Individually audited SEO efforts and formulated holistic SEO Plans for two key clients.● Supported the continuous 10% MOM growth for a local client by designing and executing a successful, Google-based lead generation program Show less

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  Greystar

  Apr 2021 - Sept 2023

  Paid and Organic Search Product Owner in a highly specialized, newly created, national Digital Center of Excellence (DCOE) digital team, providing thought leadership for search marketing within the organization while also delivering education and strategic insights for a team of roughly 200 internal marketing stakeholders. ● Articulated and governed the strategic direction for a portfolio of $40MM in annual Google Ads spend through building then managing a team of search marketing professionals● Individually designed and built a brand-new, in-house-powered organic search (SEO) product with unique value propositions that went to pilot in 2023 and is projected to add millions to the DCOE’s P&L revenues in 2024 upon its full release● Developed and implemented a paid search product roadmap to improve PPC performance, adopt new data-driven autotmation capaibilities powered by AI, and provide best-in-class performance for a portfolio of 3,000+ properties● Led the creation, execution, and scaling of agile PPC tests across Greystar’s SEM agency partners in an agile testing environment utilizing SCRUM framework. Produced a pipeline of 14 tactical A/B tests in 2023 and contributed to the execution of 39 tactical A/B tests in 2022, which identified $56MM in revenue from reinvested ad spend● Committee participant that executed an extensive RFP of 14 paid media agencies for our $50MM ad spend, which resulted in the deployment of two new agencies to our Greystar preferrred provider landscape, then managed the transition and activation of 1,566 PPC and paid media accounts to those new agency partners in under a year Show less Led a team of 4 in-house digital marketing professionals, successfully exceeding both personal and departmental goals that laid the foundation for Greystar’s digital transformation project. ● Identified and stood up a new corporate domain provider, empowering our portfolio of 6,000+ domains with enhanced technology, while increasing the product’s revenues by 26% ● Assisted the Sr. Director with onboarding a Google Analytics partner, Adswerve, to upgrade to the GA360 platform as well as partner to integrate BigQuery into our analytics ecosystem with the support of our Marketing Performance team● Contributed to annual business planning and revenue projections exercise, which rolls up into the department’s P&L Show less

  • Senior Manager, Digital Marketing

    Jan 2022 - Sept 2023

  • Manager, Digital Marketing

    Apr 2021 - Jan 2022