Laura McVey
San Diego
Summary
Growth Marketing Leader with 10+ years of experience scaling customer acquisition, ROI, and brand visibility through paid media, SEM, and full-funnel strategies. Proven success managing $500K+ budgets, leading cross-functional teams, and launching campaigns across Google Ads, Apple Search Ads, direct mail, influencer, testimonial, and commercial video. Deep expertise in keyword strategy, CRO, analytics, and community partnerships. Passionate about mission-aligned marketing and building brands that positively impact families and communities.
Overview
15
15
years of professional experience
Work History
Director of Marketing
Eturi Corp.
11.2021 - Current
- Directed omni-channel growth strategy for OurPact, integrating Google Ads, Apple Search Ads, paid social, influencer, and organic channels to scale nationwide user acquisition and brand awareness
- Owned and managed $500K annual growth marketing budget; implemented forecasting and spend optimization strategies to reduce CAC and maximize ROAS
- Built and managed full-funnel performance campaigns across Google Ads (Search, Display, YouTube, pMAX) and Apple Search Ads; conducted keyword research, bidding strategy, A/B testing, and campaign planning
- Optimized creatives and landing pages to improve engagement, CTR, and conversion rates across mobile and web platforms
- Managed and mentored a cross-functional team including a Lead UX Designer and Social Media Marketing Manager; aligned UX, content, and performance efforts to support growth targets
- Led UX-driven website redesign with internal and external partners; improved conversion rates and user flow across key acquisition funnels
- Directed national TV and digital commercial production, including storyboarding, scripting, and full creative direction; delivered assets across OTT, YouTube, and paid social
- Developed and nurtured strategic partnerships with local organizations to promote online safety education; aligned sponsorships with OurPact’s mission to protect children and support families
- Delivered weekly performance reporting on paid and organic channels; used Google Analytics and internal dashboards to improve ROAS, CPL, and LTV
- Partnered with product and CX teams to enhance onboarding and retention based on customer feedback; contributed to messaging and roadmap planning
- Conducted competitive and audience research to refine value proposition and campaign targeting
- Led go-to-market strategy, messaging, and communication rollout for new product features
Sr. Manager, Digital Partnerships
Event Network, LLC
02.2016 - 05.2020
- Led development of digital marketing programs including localized campaigns, direct mail, and ecommerce activations
- Strategized with clients to improve digital performance, optimize UX, and generate conversions
- Delivered event-driven campaigns and seasonal promotions for major retail exhibitions
- Utilized Google Analytics to drive improvements in CTR, conversion rates, and average order value
- Managed digital projects across multiple stakeholders; ensured on-time delivery
- Collaborated with internal and external teams (product, dev, store managers, agencies)
- Served as Magento liaison for QA, upgrades, and functionality optimization
Digital Merchandiser
Event Network, LLC
12.2012 - 02.2016
- Led ecommerce content strategy and product promotions aligned with brand campaigns
- Partnered with product and operations teams to drive site engagement and conversions
- Monitored KPIs and user behavior to inform digital merchandising strategy and category planning
Assistant Buyer
Event Network, LLC
10.2011 - 12.2012
- Supported merchandising and vendor management for 50+ retail locations
- Managed product lifecycle, purchase orders, and cost planning
- Collaborated with logistics, accounting, and in-store teams on promotional readiness
eCommerce Buyer
KACHING KACHING, Inc.
08.2010 - 04.2011
- Managed sourcing, merchandising, and vendor relations for multiple product categories
- Drove $1.2M in launch-phase category revenue through pricing strategy and vendor outreach
- Built and promoted "Deal of the Day" and seasonal campaigns to align with shopper intent
Operations Management Systems (OMS) Project Lead
KACHING KACHING, Inc.
08.2010 - 01.2011
- Designed and implemented company-wide order management system (OMS); created custom reporting dashboards for Retail, Accounting, and Technology teams
- Salvaged 300+ orders during peak holiday demand by coordinating alternate vendor fulfillment
- Other roles available upon request include: Operations Manager – Gold's Gym | Office Manager – Scorsetti Design | Corporate Recruiter – LPL Financial (Details available in extended work history or supporting documents)
Education
Master of Business Administration (MBA) - Marketing Emphasis
West Texas A&M University
Canyon, TX12.2022
Bachelor of Arts - Communications
University of Washington
Seattle, WA06.1999
Skills
- Growth & Channel Strategy SEM / Google Ads / Apple Search Ads Direct Mail & Print Campaigns TV & Video Marketing A/B Testing & CRO Landing Page Optimization Influencer & Affiliate Marketing App Store Optimization Full-Funnel Campaigns
- Analytics & Reporting Google Analytics Tableau SpyFu Optibase Campaign Forecasting & Budgeting KPI Tracking ROAS / CAC / LTV Optimization Audience Segmentation
- Tools & Platforms Google Ads, Apple Search Ads, Apple Connect, AppsFollow HubSpot, Meta Ads Manager Webflow, WordPress, WP Engine Magento Commerce Slack, Zoho, MailChimp, Wordfly Fullfillify, Navision Google Workspace, Microsoft Office
- Collaboration & Execution Cross-Functional Leadership UX/UI Collaboration Product Launch Strategy Vendor & Agency Management Go-to-Market Planning Customer Journey Optimization
Timeline
Director of Marketing
Eturi Corp.
11.2021 - Current
Sr. Manager, Digital Partnerships
Event Network, LLC
02.2016 - 05.2020
Digital Merchandiser
Event Network, LLC
12.2012 - 02.2016
Assistant Buyer
Event Network, LLC
10.2011 - 12.2012
eCommerce Buyer
KACHING KACHING, Inc.
08.2010 - 04.2011
Operations Management Systems (OMS) Project Lead
KACHING KACHING, Inc.
08.2010 - 01.2011
Master of Business Administration (MBA) - Marketing Emphasis
West Texas A&M University
Bachelor of Arts - Communications
University of Washington
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