Publication
Digital Advertising for Small Businesses: A 6-Step Plan for Building E-commerce Success
https://www.toptal.com/marketing/e-commerce/ecommerce-advertising
Ariel is available for hire
Hire ArielAriel Morton
Verified Expert in Marketing
Marketing Expert
Location
Austin, TX, United States
Toptal Member Since
October 24, 2022
Ariel is an analytically and creatively focused marketing expert with an MBA in marketing strategy. She is a diligent problem solver and growth strategist and has led the charge of revamping multiple marketing departments through her leadership, strategy, and demand generation skills in B2B and B2C companies. Ariel is also a very skilled creative writer with an extensive background in content creation for various brands. Besides marketing, Ariel is talented in the field of screenwriting.
Facebook AdsSocial Media Marketing (SMM)CopywritingB2C MarketingSocial Media ContentConversion Rate Optimization (CRO)Content CreationLead GenerationMarketing AnalyticseCommerceBusiness to Consumer (B2C)Google AdsContent StrategyEvent MarketingSocial MediaSendGridHubSpotSales DevelopmentSpotify AdsCustomer AcquisitionSurveyInternet MarketingDisplay AdvertisingSocial Media AnalyticsBrand Marketing
Project Highlights
Starting the Agency's First-ever Paid Social Service Line
Led the social media team and increased the service line net revenue by 500% in under three years.
Building the Company's First-ever Digital Marketing Foundation
Implemented the company's first-ever digital marketing initiative to increase sales by 27% through online sales.
Creating the Company's First-ever Smart Performance Reporting
Restructured the analytics department to save account managers an immeasurable amount of time, leading campaign managers to optimize their campaigns and increase their performance.
Expertise
Work Experience
Head of Marketing
2022 - PRESENT
The Play Base
- Developed a comprehensive online course strategy that resulted in a 200% increase in quality website leads within the first month of implementation.
- Created and executed startup marketing campaigns, including content marketing, event marketing, social media marketing, entertainment marketing, and email marketing with SendGrid, to increase company awareness, engagement, leads, and sales.
- Collaborated with the team to develop course materials and ideate the course content for an e-learning platform startup, resulting in a course curriculum that met the needs and expectations of their target audience.
- Successfully managed project timelines, budgets, and resources.
- Monitored industry trends and made recommendations to the team on new technologies and techniques that could improve their performance and increase revenue.
Product Marketer
2022 - PRESENT
Triple Nerd Score, LLC
- Worked closely with the client to understand their unique needs and goals, and developed business-to-consumer (B2C) marketing strategies and campaigns that were specifically tailored to their target audience and business objectives.
- Conducted extensive market research, including surveys, to gain a deep understanding of customer needs and preferences and leveraged this knowledge to create compelling internet marketing campaigns.
- Produced a series of highly engaging video ad content.
- Developed and implemented an effective digital marketing strategy, including social media and email drip marketing campaigns, that resulted in significant lead generation and sales.
- Developed and implemented customized dashboards in Looker Studio to track and monitor campaign performance in real-time, providing the client with detailed insights into key metrics such as engagement, click-through rates, and conversion rates.
- Launched the product and worked on achieving sales targets, resulting in a satisfied client and increased revenue for the company.
Product Marketer
2022 - PRESENT
Hey Check It
- Created a comprehensive growth strategy for a software startup- including identifying target audiences, developing key messaging, and selecting appropriate marketing channels.
- Developed a comprehensive marketing mix and budget distribution plan that aligned with the company's ARR, churn rate, customer acquisition goals, and RPU targets.
- Utilized data analytics to track and optimize marketing performance, including monitoring key metrics such as conversion rates, customer acquisition costs, and lifetime customer value.
- Developed visually appealing and compelling ad content that resonated with target audiences, utilizing my screenwriting skills.
- Managed multiple ad campaigns across various channels, including YouTube, Google Search, Facebook, Instagram, Reddit, Spotify Ads, and LinkedIn, resulting in a significant increase in sign-ups.
- Conducted A/B testing to continually improve ad performance and maximize return on investment.
Senior Data Scientist and Marketing Analyst
2022 - 2023
Curiosity Advertising
- Restructured and streamlined agency and client marketing and finance data into organized, automated, and insightful business intelligence and data interpretations.
- Led client and agency digital marketing strategy, analysis, goal setting, and reporting.
- Provided ongoing marketing campaign performance analysis and optimization across digital, social, and media activities.
Senior Digital Marketing Manager
2019 - 2022
Lead to Conversion
- Led the social media team and implemented strategic B2C social media optimization and management initiatives, resulting in an impressive increase of 500% in service line net revenue in less than three years.
- Managed over 30 digital marketing client accounts and $4 million campaign budgets in various industries. Performed competitor analysis and profiling.
- Maintained an excellent client retention rate by employing an ROI-focused product marketing strategy informed by customer personas, coupled with regular communication, robust campaign KPI results, and a personable service approach.
Director of Marketing
2017 - 2018
Cleveland Punch and Die
- Implemented the company's first-ever digital marketing foundation, MQL to SQL lead-scoring systems, and end-to-end funnel and marketing automation.
- Increased sales by over 20% through inbound and outbound marketing efforts, including email autoresponder campaigns, social media optimization, content strategy, and Instagram account management. Also leveraged Facebook and Pinterest.
- Designed and managed all multi-brand marketing budgets.
Project History
Starting the Agency's First-ever Paid Social Service Line
https://leadtoconversion.com/digital/social-media-marketing-agency-services/Led the social media team and increased the service line net revenue by 500% in under three years.
As a digital marketing senior manager at a marketing agency, I noticed an opportunity for the agency to gain profit through paid social media advertising. From implementing standard operating procedures to managing junior staff, I led the paid social service to success through social media optimization, client cross-sales, and increasing agency account sales by onboarding and managing every client account. The client accounts grew to about 30 while maintaining a high account rate of above 90% year over year.
Building the Company's First-ever Digital Marketing Foundation
Implemented the company's first-ever digital marketing initiative to increase sales by 27% through online sales.
Leadership at a manufacturing company didn't have an online presence and knew it needed to start marketing to a younger audience. They hired me to increase their online presence through content automation with Hubspot and marketing through videos, email, content creation, site design and social media optimization, SEO, and pay-per-click with Google Search and display ads. I also managed outsourced marketing relations and interpreted marketing analytics.
Creating the Company's First-ever Smart Performance Reporting
Restructured the analytics department to save account managers an immeasurable amount of time, leading campaign managers to optimize their campaigns and increase their performance.
An agency was struggling with its client performance reporting process. They spent hours gathering data, which became a heavy company bottleneck. I restructured their reporting process by utilizing data visualization to streamline client data into automated, live reports that helped the company save time and effort with its monthly reporting process. Also, I used integrated marketing strategies and analyzed marketing campaigns in a way that was unique to each channel and campaign manager so that the agency could provide better, more actionable insights from their marketing campaigns, which led to increased campaign performance and customer satisfaction.
Generac Generator Dealer Social Media Advertising Case Study
https://leadtoconversion.com/blog/success-story/backup-generator-social-media-ads-case-study/Gained 369 website leads with a $3,000 budget, resulting in 18 Generac generators sold, installed, and on annual maintenance contracts.
I set up and optimized Facebook and Instagram advertising to increase Generac generator lead inquiries. Their number one goal was to be found by individuals seeking automatic standby generators within a 60-mile radius of their location. I gained 369 website leads with a $3,000 budget, with the cost per lead at $8.10. This was way below the average cost per lead in this industry, which typically runs between $50-$150 per lead, depending on the marketing channel. The campaign resulted in 18 Generac generators sold, installed, and on annual maintenance contracts.
Other Experience
Education
2016 - 2017
Master of Business Administration (MBA) in Marketing Strategy
The University of Akron - Akron, Ohio, United States
2010 - 2014
Bachelor's Degree in Organizational Studies
Louisiana State University - Baton Rouge, Louisiana, United States
Certifications
MARCH 2022 - PRESENT
Pinterest Marketing and Advertising Beginner to Advanced 2022
Udemy
JUNE 2021 - PRESENT
LinkedIn Ads Course
Udemy
MAY 2020 - PRESENT
Facebook Ads and Facebook Marketing Mastery 2022 | Coursenvy
Udemy
FEBRUARY 2020 - PRESENT
Advanced Google Analytics
Google Analytics Academy
FEBRUARY 2020 - PRESENT
Google Ads Search Certification
Google Ads Search Certification
SEPTEMBER 2017 - PRESENT
Graphic Design Bootcamp
Derrick Mitchell
JANUARY 2017 - PRESENT
Data Visualization with Tableau
The University of Akron
Skills
Core
Marketing, Digital Marketing, B2C Marketing, Web Marketing, Lead Generation, Paid Advertising, Facebook Ads, Facebook Marketing, Ad Campaigns, Digital Campaigns, Social Media, Social Media Content, Email Marketing Automation, Funnel Optimization, Conversion Rate Optimization (CRO), Content Creation, Content Marketing, Instagram Marketing, Social Media Design, Organic Social Media, Social Media Management, Social Media Strategy, Social Media Analytics, Social Media Campaigns, Social Media Platforms, Social Media Posting, Social Media Marketing (SMM), Social Media Optimization, Facebook Video Ads, Email Marketing, Email Campaigns, Digital Advertising, Digital Marketing Strategy, Marketing Strategy, Marketing Analytics, Ads, Pinterest, Pinterest Marketing, LinkedIn Marketing, Content, Performance Marketing, Landing Pages, Branding, Marketing Research & Analysis, A/B Testing, Digital Marketing Best Practices, Copywriting, Funnel Analysis, Writing & Editing, Funnel Marketing, Google Ads, Google Tag Manager, Marketing Automation, Product Marketing, Video Ads, Market Research & Analysis, SEO Content, Content Strategy, Sales, Growth Hacking, Brand Strategy, Brand Marketing, SEO Keyword Research, Keyword Research, Blogging, Marketing Mix, Google AdWords, Pay-per-Click (PPC), Search Engine Optimization (SEO), Search Engine Marketing (SEM), Display Advertising, Go-to-market Strategy, Reddit Ads, LinkedIn Ads, YouTube Ads, TikTok Ads, Online Marketing, Content Marketing Strategy, Drip Marketing, Entertainment Marketing
Platforms & Tools
Google Data Studio, Instagram Ads, Google Analytics, Facebook Ads Manager, Digital Advertising Platforms, Advertising Tools & Platforms, HubSpot Marketing Hub, HubSpot, Adobe Creative Suite, Google Ad Manager, BigQuery, Adobe Photoshop
Technical
Google Search Console
Business Models
Business to Business (B2B), B2B, Business to Consumer (B2C), SaaS, SaaS Product Marketing
Other
Digital Strategy, Data Analytics, Data Analysis, Team Management, Team Leadership, Data Visualization, Data-driven Marketing, Demand Generation, Paid Media, Facebook Pixel, Digital Media, Content Writing, Agency, B2B Lead Generation, Strategy, Social Ad Design, Leadership, Web Analytics, eCommerce, Analytical Thinking, Instagram, Competitor Analysis & Profiling, Community, Web Content, Content Production, Sales Growth, Growth, Social, Key Performance Indicators (KPIs), Personas, Semrush, Reports, Reporting, Branded Content, Brand Management, Market Research, Customer Acquisition, Customer Acquisition Cost (CAC), Email, Email Delivery, Niche Email Marketing, Digital, Digital Marketing Design, Retargeting Pixels, Conversion Rate, Case Studies, Blogs, Storytelling, Copy Editing, Finance, Revenue Strategy, Data Strategy, Optimization, Content Management, Landing Page Optimization, Business Analysis, Keyword Analysis, Product Growth, Sales Strategy, Growth Strategy, Growth Marketing, B2B Partnerships, Rebranding, Brand Building, User Research, Data Cleansing, Email Autoresponders, Website Optimization, Subscriptions, Startups, Websites, Event Marketing, User Experience (UX), Business Strategy, Business Development, Data Science, Tableau, Web Design, Seos, Paid Search, Google Display Network, Go-to-market Plans, Data Management, Analytics, Business Intelligence (BI), Digital Transformation, Video Editing, YouTube Marketing, Drip Email, Screenwriting, Surveys, Integrated Marketing, Instagram Account Management, Internet Marketing, Spotify Ads, Startup Marketing, SendGrid
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