Mary Hopkins, Marketing Expert in Washington, DC, United States
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Mary Hopkins

Verified Expert  in Marketing

Bio

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

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).
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.
Lab Robotics Company
Drove a 185% increase in SQLs through targeted LinkedIn Ads and refreshed, benefit-focused creative for a lab robotics company.

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

2024 - PRESENT
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

2020 - 2024
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

2019 - 2020
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

2018 - 2019
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

2017 - 2017
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

2015 - 2017
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).

I collaborated with the director of marketing and tailored campaigns to target both local and non-local audiences. Local campaigns promoted the rentals as ideal spots for convenient, quick getaways, while non-local campaigns highlighted direct flights and the area's appeal for extended stays.

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.

This involved refining campaign targeting by focusing on specific cities and zip codes and applying geo-targeting to reach high-intent audiences efficiently. I worked on tightening the ad structure, adjusting bidding strategies, and refining keyword match types to improve ad relevance. A key part of this approach included launching a new landing page template designed to convert traffic more effectively.

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.

While working with a lab robotics company, I implemented a strategic LinkedIn campaign to drive SQLs by targeting scientists and academic professionals. By refining LinkedIn lead generation forms and focusing targeting by job role and key challenges, I ensured precise reach to high-intent prospects. I also revamped the ad creative to highlight product benefits, such as efficiency and automation, rather than purely technical features. These adjustments led to a 185% increase in SQLs and improved conversion rates, strengthening the company’s position in the lab automation market.

Education

2012 - 2015

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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