
Mary Hopkins
Verified Expert in Marketing
Digital Marketing Expert
Washington, DC, United States
Toptal member since July 25, 2024
Mary is a digital marketing expert with extensive agency experience. Adept at managing multimillion-dollar ad budgets and collaborating with diverse teams in fast-paced environments, she has a proven B2B, B2C, and ABM record, delivering high-ROI campaigns across paid search, display, social media, SEO, and CRO. Her expertise in Google and Microsoft Ads, LinkedIn, Facebook, and marketing automation makes her a valuable asset for driving qualified leads and impactful marketing outcomes.
Project Highlights
Expertise
- Account-based Marketing (ABM)
- Display Advertising
- Google Ads
- Google SEO
- LinkedIn Ads
- Meta Ads
- Microsoft Advertising
- Paid Search
Work Experience
Senior Digital Marketing Manager
WEBMECHANIX
- Monitored campaign performance, analyzed data, and presented insights and recommendations to enhance campaign effectiveness.
- Developed and monitored testing plans to improve campaign performance, including A/B testing, multivariate testing, and landing page optimization.
- Created and presented easily digestible reports for stakeholders that provide analysis of key metrics and improvement recommendations.
- Wrote strong copy for ads, landing pages, and more to engage the client's audience and drive results.
- Conducted audits on clients with a focus on paid media for teammates and the sales team.
- Worked extensively in paid media platforms by constructing and enhancing lead generation-focused campaigns while reporting on outcomes, improvements, and potential opportunities.
Senior Digital Marketing Strategist
WEBMECHANIX
- Managed customer relationships and oversaw digital campaigns daily to achieve business objectives.
- Executed all digital acquisition programs, including search engine optimizations (SEOs), PPC, social media, conversion rate optimizations (CROs), marketing automation, email marketing, and all other digital marketing campaigns.
- Supervised junior specialists to uphold work quality and enhance skill sets.
Senior Digital Strategist
Sabre
- Owned the customer relationship and oversaw day-to-day management of digital campaigns.
- Consulted with hotels through email, phone calls, and in-person meetings to expand acquisition campaigns.
- Executed all digital acquisition programs, including SEO, PPC, online media, and meta search.
- Trained and mentored a team of strategists learning a new specialization in campaign management.
- Pioneered a new digital strategist role that required knowledge of all acquisition products.
Digital Media Specialist
Sabre
- Implemented and managed various online media campaigns, including Google Display Network, Sojern, Facebook, and Instagram, for a portfolio of over 15 clients.
- Formulated strategic media plans to surpass the marketing goals of hotel clients, aiming to elevate revenue, conversions, and lead generation.
- Collaborated with the creative team to develop ad concepts for campaigns.
- Consulted with hotels to grow adoption of acquisition products and services.
Search Engine Marketing Specialist
Sabre
- Orchestrated and supervised SEO and PPC campaigns strategically.
- Consulted with clients as a search engine marketing (SEM) expert regarding SEO and PPC strategies.
- Trained team members in SEM strategies, tactics, and best practices.
- Reported on monthly campaign performance to hotels.
Associate Search Engine Marketing Specialist
Sabre
- Developed keyword strategies through extensive research.
- Drafted meta tags and optimized content with strategic keywords.
- Created XML sitemaps and robots.txt files to control search engine indexing and monitored the Google webmaster portal for potential issues.
- Analyzed websites and made strategic recommendations to ensure the website's full potential in organic search engine results.
- Monitored rankings and traffic across multiple accounts and provided in-depth analysis of performance.
Project History
Colorado Vacation Rentals
Drove a 116% increase in pay-per-click (PPC) revenue year over year (YoY) for a Colorado-based vacation rental company by optimizing paid search and Facebook (Meta) campaigns to prioritize direct bookings over online travel agencies (OTAs).
Additionally, I launched a luxury vacation rental campaign on Facebook, focusing on high-value properties and pre-qualifying users by price to drive more high-revenue bookings. We continuously tested landing page designs and copy to maximize engagement and conversion.
This focused strategy reduced reliance on OTAs and significantly increased the company's direct booking revenue.
Business Law Firm
Achieved a 174% increase in conversion rates and reduced cost per lead (CPL) by 24% within six months through strategic Google Ads optimization for a business law firm.
Additionally, I implemented a retargeting campaign that engaged previous website visitors, maximizing our investment in each visitor and further lifting conversions.
These optimizations significantly boosted the firm's lead generation while lowering costs, positioning it as a go-to resource for legal services in their target regions.
Lab Robotics Company
Drove a 185% increase in SQLs through targeted LinkedIn Ads and refreshed, benefit-focused creative for a lab robotics company.
Education
Bachelor's Degree in Marketing
James Madison University - Harrisonburg, VA, USA
Skills
Core
Google Ads, LinkedIn Ads, Google SEO, Display Advertising, Account-based Marketing (ABM), Marketing Automation, Email Marketing, Digital Marketing, Facebook Ads, Local SEO, Lead Generation, Social Media Advertising, Conversion Rate Optimization (CRO)
Platforms & Tools
Google Analytics 4, Google Analytics, Bing Ads, HubSpot, Search Ads 360, Demandbase
Other
Paid Search, Meta Ads, Microsoft Advertising, YouTube, Demand Generation, B2B Lead Generation, Account Management, 6sense
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