Eric Polatty

Manage external teams and coordinate cross-departmental resources to drive revenue growth for online retailer across paid search, programmatic display, paid social, affiliate, and marketplaces. • Increased Q1 2018 Facebook advertising revenue 55% over prior year through implementing high LTV customer lookalike audiences and dynamic product campaigns • Designed and launched cross-channel anti-defection discount ladder campaigns on email and Facebook generating 1400% ROAS • Led collaboration between creative and merchandising teams to design standard operating procedure for product photography curation that maximized catalog coverage while minimizing ad disapprovals • Increased Q1 2018 paid search revenue 56% over prior year while meeting ROAS targets by expanded keyword coverage, Google Shopping optimization, and ad copy testing

Lead agency partners, self-manage campaigns to drive ecommerce sales from $7M direct response advertising spend across paid search, programmatic display, paid social, and affiliate. • Increase paid marketing ROI by 32% in first 4 months by restructuring paid search campaigns and cutting inefficient display vendors after taking programs in-house from agency • Launch Native Facebook Ads, driving 3.2M new customer revenue in 2016 through lookalike audiences • Lead implementation of product feed to launch Google Search Product Listing Ads, Facebook Dynamic Product Ads, and Criteo, resulting in $117K revenue per month • Reduced non-branded paid search Cost Per Order by 73% through improved bid optimization, keyword segmentation, and quality score management • On-board Kenshoo for cross-vendor paid search management • Designed cross-departmental creative review process involving marketing agencies, internal designers, and legal teams to ensure compliance with 2012 FTC consent order while maximizing creative effectiveness • Manage programmatic display partners to maximize reach and performance across remarketing and prospecting display tactics

Work within an internal agency to plan, launch, and maximize performance of paid digital media campaigns for core AOL brands. • Designed and executed local SEM initiative for Moviefone.com, building out local keywords and tailored ad copy for 3,000 movie theaters; increased SEM traffic by 400% at lower CPCs • Collaborate with brand stakeholders on digital media best practices and strategy to achieve goals • Utilize multiple analytics tools to forecast, optimize, and measure effectiveness of digital campaigns • Implemented media plan for Engaged Expand technology conference across Facebook, paid search, Twitter, and display advertising; achieved ROI of over 300% on ticket sales • Launched B2B SEM campaign for Mapquest API Sales Team, collaborated with software engineering team to integrate Salesforce CRM to track both leads and deals to individual ads/keywords • Manage transition to Adobe Media Optimizer to maximize paid search campaign efficiency

Managed online marketing presence for an 80,000 member vacation club, a boutique hotel chain, and a vacation rental property management company. Utilized website analytics to design and implement organic and paid search optimization, usability/conversion optimization, and social media marketing. • Restructured PPC accounts for 30% increase in traffic while lowering total spend in first month of employment • Utilized exit surveys to gain insight into usability issues with website and recommend improvements, driving online bookings up 200% within 2 weeks of implementation on sale inventory page • Created and managed paid search campaigns for hotels and vacation rental agency; achieving 800-1200% monthly ROAS on geo-targeted campaigns • Designed and executed conversion rate optimization program through Optimizely, increasing online booking rate over prior year by 25%

Designed and managed online promotion strategy and online education system for the nation's first career school for real estate investing. • Directed initial SEO restructuring of InvestorsUnited.com, which resulted a 67% increase in organic search traffic in a 3 month period • Implemented use of Google Analytics to define conversion goals for website • Optimized primary lead generation page to increase average weekly registration for seminars by 33% • Designed multi-step, segmented e-mail follow-up campaigns for prospects that were integrated with outbound phone calls from sales representative and direct mail • Designed emails and landing page for 2009 Tax Sail seminar & cruise event that increased attendance by 14% over the prior year, even with a ticket price increase and depressed real estate market • Successfully mitigated anonymous attacks on consumer complaint sites by soliciting testimonials from satisfied students • Produced optimized video and text content for "Ask Ian Blog", driving it from it's initial launch to be the source of 24% of total page views on company website within 3 months • Produced, directed and edited "IU Presidents Club" online video series on company blog; increasing average time on page by 45% within blog