Jason Raphael
Verified Expert in Marketing
Marketing Expert
Princeton, United States
Toptal member since April 24, 2023
Jason has 20 years of expertise in growing companies as an executive digital marketing strategist. He leads cross-functional teams and innovative data-driven digital marketing initiatives that reach target groups and accomplish corporate goals. An expert in data analysis, A/B testing, and customer insights that boost campaigns, engagement, and ROI, Jason implements strategies to expand, brand, and retain customers and improves marketing by following industry and technology changes and trends.
Project Highlights
Expertise
- Facebook Ads
- Google Ads
- Growth Hacking
- Growth Marketing
- Local SEO
- SEO Audits
- Search Engine Marketing (SEM)
- Semrush
Work Experience
Director of Marketing
Dermsquared
- Increased monthly traffic from 3,000 to 30,000, achieving a 10x growth with minimal budget through SEO and paid media.
- Revamped the social media strategy for Instagram and LinkedIn, boosting engagement rates to 5%, which is 3x the health and wellness industry standard.
- Executed paid media campaigns on medical-specific DSPs targeting health care professionals, achieving an average CTR of 0.3%, which is 3x the industry standard.
Associate Director of Digital Strategy and Growth
Revance Therapeutics
- Planned and executed multimillion-dollar paid media campaigns on platforms such as Meta and Google.
- Acquired over 10,000 high-quality prospects through B2B and B2C demand lead generation campaigns.
- Conducted regular tracking, analysis, and optimization of campaign performance for all Revance Therapeutics brands.
- Developed and launched a groundbreaking DAXXIFY brand protection Google Ads campaign, which improved brand placement and gathered valuable marketing intelligence, reducing competitor brand conquesting by 45%.
- Spearheaded agency relationships and advised on strategy, ad spend, placement, and copy testing.
- Conducted quarterly thorough SEO competitor website analysis, including meta tags, keywords, backlinks, and other SEO metrics to gain insight into competitor organic strategies for strategic advantage.
- Implemented and managed effective off-page link-building campaigns to achieve higher rankings for brand and industry keywords for RHA Collection, resulting in 30% more leads per quarter.
- Worked cross-functionally with marketing, tech, and data analytics teams to implement website changes for SEO optimization.
- Addressed technical SEO issues and provided solutions, which resulted in top Google rankings for Revance sites within three months.
- Proposed and implemented conversion rate optimization (CRO) methods to increase on-site lead conversion, resulting in an 18% increase in leads.
Digital Strategy Consultant and Growth Hacker
Freelance Clients
- Achieved top rankings for ultra-competitive keywords in the explainer-video industry, resulting in over 100,000 new targeted visitors per month.
- Developed, refined, and executed a comprehensive SEO strategy and checklist to guarantee all new website pages met industry standards.
- Designed a 6-month content calendar based on 25 key keyword phrases, leading to a steady increase of 40% in monthly traffic.
- Onboarded over 50 new affiliates, including StackSocial and well-known coupon sites.
- Used proficiently industry-leading tools such as Google Search Console, Google Analytics, Ahrefs, Semrush, Screaming Frog, Moz, and Ubersuggest.
- Oversaw all aspects of a successful ongoing paid influencer marketing campaign with over 100 influencers.
- Improved Google Ads conversion rates by over 25%, which led to an increase in return on advertising spend (ROAS) and lifetime value (LTV).
Director of Growth and SEO
VIEWO
- Conducted comprehensive SEO keyword research and optimized website pages using tools such as Ahrefs, SpyFu, and Screaming Frog.
- Analyzed competitor content for SEO ideas and developed a content publishing schedule.
- Recruited and led a 10-person team in creating a revolutionary peer-to-peer (P2P) hybrid video-sharing platform supported by over 200 influencers with a combined 100 million followers.
- Developed and executed a successful strategy for corporate social media channels, resulting in 11,000+ followers on each platform.
- Utilized HubSpot marketing automation tool, Facebook, and Google Ads to achieve a 120% increase in targeted traffic.
- Spearheaded a global public relations campaign, securing feature articles in top-tier publications such as CNBC Asia and JPost.
- Maintained strong relationships with over 200 influencers to promote Viewo.
- Built and sustained relationships with three multichannel networks, seeding the corporate network with millions of high-quality viral videos.
SEO and Digital Marketing Manager
JTG Technology
- Developed successful SEO and paid media plans for JTG's clients across various industries.
- Executed marketing activities that resulted in revenues of USD 2.5 million per year from the second year forward.
- Led the development and execution of tens of digital marketing campaigns and managed accompanying budgets for LG, BMW, and LISTERINE across all media channels, including lead generation and branding campaigns.
- Managed a 12-person in-house marketing team, including social media managers, media buyers, graphic designers, and affiliate managers.
- Oversaw the campaigns covering SEO, pay-per-click (PPC), cost-per-lead (CPL), cost-per-click (CPC), cost-per-day (CPD), and cost-per-mille (CPM) marketing methodologies.
- Established Apple App Store's top 50 games with over 100,000 downloads in the first two months.
- Managed interactions with top mobile ad platforms to lower cost per install (CPI) on App Store and Google Play.
- Established influencer relationships and oversaw contract negotiations with major Hollywood names, including music artist Snoop Dogg and MMA Hall of Famer Chuck Liddell.
- Utilized HubSpot marketing automation tool to successfully direct landing pages, email campaigns, social media optimization, and website traffic optimization.
- Oversaw localized content creation team for websites and landing pages across multiple industries and languages, including English, Japanese, Spanish, Dutch, and Arabic.
Senior Media Buyer and Affiliate Manager
eToro
- Managed a multimillion-dollar online advertising budget for media buying and affiliate management.
- Provided a strategic direction and oversaw the successful execution of 20 CPL campaigns on premium websites, including Financial Times, eBay, and Investing.com.
- Cultivated new relationships and partnerships with super affiliates to promote eToro's CopyTrader platform, which resulted in the acquisition of 85 new affiliates.
- Exceeded consistently quarterly performance goals by a minimum of 10% over two years.
- Conducted comprehensive return-on-investment (ROI) analysis and split testing, leading to a 20% increase in revenue and customer lifetime value across all managed campaigns.
- Collaborated with a graphic design team to create and optimize landing pages, resulting in a 25% increase in click-to-lead conversion.
Project History
Lead Generation
Generated over 10,000 leads for a new-to-market dermal filler product.
By utilizing multiple platforms, including Meta, Google, and The Trade Desk, I generated over 10,000 relevant leads for the company. The campaign resulted in an effective CPL that was 40% under the industry average.
Unique Brand Protection Campaign with Google Ads
Developed and launched a groundbreaking brand protection Google Ads campaign to improve brand placement and gather valuable marketing intelligence, reducing competitor brand conquesting by 45%.
When a new aesthetic toxin product was launched, competitors were quick to bid on brand-related keywords on Google. Additionally, the company was unsure what messaging would resonate with middle- to bottom-of-the-funnel customers. I developed, launched, and tracked a bespoke Google Ads campaign designed to leverage Google’s machine learning to determine which messaging best resonated with customers—the messaging was divided into seven distinct pillars and responsive search ads (RSAs). Additionally, the CPCs for competitors were doubled, and they stopped bidding for top placements due to high costs.
Complex SEO Issues Solved for a Publicly Traded Company
Led the investigation and correction of severe SEO problems related to meta tags for a newly launched brand website. After four weeks, the website ranked in the first position on Google.
A pharmaceutical company was launching a new product, i.e., a brand, and a significant amount of press was received for the launch. 3rd-party, high domain authority (DA) websites were ranking above the new brand’s website, pushing it to page eight on Google for brand-related keyword searches. I devised and implemented a unique plant to fix the on-site meta tags. Four weeks later, the website was ranked first on Google.
Education
Doctorate Degree in Business Administration
Swiss School of Business and Management - Switzerland
Master's Degree in Business Administration (MBA)
Deakin University - Melbourne, Australia
Bachelor's Degree in Management Information Systems
University of Central Florida - Orlando, FL, USA
Skills
Core
Search Engine Marketing (SEM), Google Ads, Facebook Ads, Local SEO, SEO Tools, SEO Audits, On-page SEO, Marketing, Growth Hacking, Social Media Advertising, Affiliate Marketing, Digital Marketing Strategy, Search Engine Optimization (SEO), Paid Advertising, Content Creation, Content Strategy, Marketing Analytics, Social Media Marketing (SMM), Content Marketing, Digital Marketing, Google Paid Ads, Facebook Marketing, Go-to-market (GTM) Strategy, Social Media Strategy, Influencer Marketing, Organic SEO, SEO Backlinking, Social Media, Funnel Optimization, Email Campaigns, Media Buying, Lead Generation, Conversion Rate Optimization (CRO), Brand Strategy, Branding, Google SEO
Platforms & Tools
Screaming Frog, Moz, Facebook Ads Manager, Google Analytics, Google Analytics 4 (GA4), Instagram Ads, Ahrefs, HubSpot Marketing Hub
Business Models
Business to Business (B2B), Business Models
Technical
Google Search Console
Other
Semrush, Business Cases, Growth Marketing, Paid Media, Customer Acquisition, Pharmaceuticals, B2B Partnerships, Information Technology, Business Strategy, Data Analytics, Business, Demand-side Platforms (DSPs), Marketing Reports
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