Nelson De Los Santos
Whitby
Summary
Seasoned veteran of 15+ years in digital marketing, customer success, operations, paid media, sales management, client consulting, product management, web-based conversion strategies/ tactics, e-commerce solutions.
Overview
16
16
years of professional experience
1
1
Certification
Work History
Director, Ad Operations
SearchKings
05.2022 - Current
- Liaise with executive, sales and operations team ensuring seamless integration of new accounts and business opportunities throughout varied lines of business
- Project manage new digital product development integration and logistics, resource management, and account assignment process for entire Ads
- Department
- Lead digital strategy and deployment of paid solutions across varied industry verticals Partner with senior leaders across SearchKings to collaborate and develop impactful digital solutions that drive client success
- Facilitate discussions and influence strong partnerships through conflict resolution and business goal alignment Provide SME knowledge for clientele and internal stakeholders on sound digital conversion based strategies, marketing spend optimizations and overall digital planning Directly manage six to ten local and remote account managers Oversee total team account load between 150 to 200 accounts with $5,000,000+ in marketing spend Mentor first-year hires in all aspects of Google and Microsoft interfaces, client management, and SearchKings internal platforms Liaise with executive team regarding team growth and employee success Page 1 of 7 Provide forecast models for team capacity and resource management Continue to manage a personal portfolio of ~50 accounts
Senior Manager
SearchKings
10.2021 - 06.2022
- Provided strong leadership to enhance team productivity and morale.
- Managed large-scale projects and introduced new systems, tools, and processes to achieve challenging objectives.
- Implemented and developed operational standards, policies and procedures.
- Conducted performance evaluations, compensations and hiring to maintain appropriate staffing requirements.
- Developed proposals and presentations for internal and external audiences.
- Boosted team member productivity by enhancing performance monitoring and instituting motivational approaches.
- Held monthly meetings to create business plans and workshops to drive successful business.
Team Lead
SearchKings
02.2019 - 10.2021
- Trained new team members by relaying information on company procedures and safety requirements.
- Coached team members in techniques necessary to complete job tasks.
- Designed strategic plan for component development practices to support future projects.
- Monitored team performance and provided constructive feedback to increase productivity and maintain quality standards.
- Built strong relationships with customers through positive attitude and attentive response.
- Supervised team members to confirm compliance with set procedures and quality requirements.
Digital Marketing Account Strategist
SearchKings
08.2015 - 02.2019
- Canada Area - Built, managed, & optimized Google Ads for SMBs across North America spanning home services industries to consumer packaged goods
- Successfully increased month-over-month & year-over-year revenues for mid-to-large consumer portfolios
- (Average growth anywhere from 100%-300% increase) - Regularly communicated and provided counsel with clients, discussing account performance and overall strategy contributing to increased average conversion rates realized from 10% to 30%
- Effectively made data driven decisions and constantly improved campaign performance to maximize ROI
- Consulted with clients on overall branding tactics along with deploying successful brand equity building campaigns
- Represented agency at a variety of industry related and Google sponsored events showcasing full 360 services offered in PPC
- Conceptualized, deployed and streamlined procedures for PPC best- practices to be leveraged internally by fellow account managers
- Acted as brand ambassador at different stakeholder meetings assisting with increasing new customer acquisition and retention volume.
Senior Strategist
Harbinger Communications
03.2015 - 07.2015
- Senior role that helps lead performance management solutions and ideas to enhance customer experiences
- Key Area of Responsibility Page 2 of 7
- Incorporate data from multiple sources (e.g
- Web analytics, social, SEM/SEO, mobile...) to provide comprehensive analysis and strategic insights
- Optimize SEM campaigns and provide SEO strategic recommendations for new and existing sites
- Collaborate with UX teams to identify opportunities to enhance the customer experience on web properties
- Provide analytical and decision support to key decision makers, helping to make better strategic and tactical decisions
- Develop dashboards; tagging frameworks; and leverage various social media monitoring tools that bring together maximize insight
- Consult with clients to help them better understand the effectiveness of their marketing campaigns and digital platforms.
Manager
Social Insights
04.2014 - 01.2015
- Senior role that helps lead digital/social measurement and performance analysis in order to derive meaningful insights that help inform strategic decision making
- Key Areas of Responsibility:
- Conceptualize and communicate strategic engagement and measurement solutions
- Identify influencers and conduct research methodologies to help amplify creative content and key messaging that resonate with target audiences
- Build measurement frameworks to assess the performance of digital/social programs and influencer marketing campaigns
- Manages complex data sources and synthesizes them into insights that can be leveraged for planning
- Page 3 of 7
- Consults on complex and scientific subject matter in a fashion that is understood by the client and the agency teams
- Collaborates with earned media specialists to develop overall plans, reporting and insights (i.e
- Dashboards and other ongoing reporting)
- Identifies and develops further business cases for research and business opportunities with new and existing clients
- Developed internal training material on basic knowledge and best practices for digital/social measurement
- Educates and trains clients on digital/social measurement and dashboards.
Senior Analyst
Sonic Boom Creative Media
04.2013 - 04.2014
- Senior role that develops actionable insights in order to provide strategic recommendations to assist brands with growing and refining their digital presence
- Key Areas of Responsibility:
- Leverage analytics & social trending that identified high-impact opportunities for customer growth, engagement, and overall content strategy
- Develop social media reporting dashboards that are visual, minimal and contain hierarchal displays of data based on quality
- Manage and implement tagging frameworks across all links while establishing content optimization process based on link analysis
- Work closely with creative, community management, and strategy on ways to grow social presence and increase consumer engagement by ‘attacking the source’
- Build measurement frameworks (learning agenda, measurement plan) to assess the performance of programs and tactics
- Page 4 of 7
- Educate clients on Favorable Opinion and Advocacy analysis where relevant
- Prepare analysis of marketplace, technology consumer trends and across industries
- Sonic Boom is a subsidiary of NATIONAL Public Relations
Search Marketing Specialist
Trader Corporation
06.2009 - 04.2013
- (autoTRADER.ca), Lead search marketing role in providing digital marketing solutions to hundreds of auto dealers across Canada
- Key Areas of Responsibilities:
- Consult & Educate clients in developing their Online Advertising strategy and maximizing profitability through Search/Display/Social Marketing
- Manage over 60% of annual online traffic through Search Engine Marketing (SEM) and Optimization (SEO), Local Search accomplishing multiple YoY increases in revenue of 30% and higher since 2009
- Transformed the SEM program through process improvement, keyword and ad copy development, increasing Google AdWords budgets by 150% within the first year
- Set up online marketing campaigns and conduct client consultations to discuss performance and improvements to maximize profitability and Results with Google Search and Social Media
- Create, develop, and present training and educational material for regional sales teams on online marketing products and strategies
- Assist with implementation of new product development process utilizing sound "Go-to-Market" strategies associated with Google AdWords, Google +Local, YouTube, Facebook integration
- Page 5 of 7
- Work with external partners, taking responsibility for the planning and executing of online marketing activity and ensure full command of ROI performance using available data and insights
- Lead initiatives & Train the internal search team on techniques, strategies and best practices to provide top quality levels of support and service for clients
- Serve as the internal online marketing subject matter expert for areas pertaining to Search Marketing, Social Marketing, Local Search, site design and IT related issues.
Web Analytics Lead
Sears Canada
05.2007 - 06.2009
- Developed and provided insights related to pricing strategies, web site activity, event tracking, and conversion fall out using web analytics tool (Omniture) and Google Analytics on sears.ca
- Worked with marketing department, business teams with proposals of price sensitivity strategies at the category level
- Developed tracking of cost of inventory using marketing data warehouse and benchmark pricing accordingly
- Supported email-marketing and PPC initiatives by means of providing actionable data and relevant insights
- Participated in the testing and implementation of new and revised web site content
- Provided advice and guidance to Sears’ business partners to develop their knowledge and understanding of the Internet, effective use for their business/ function, etc
- Maintain liaison with Sears licensed departments, suppliers, etc
- As appropriate.
Education
Hon. Bachelor of Commerce - Business Management
Ryerson University
2004
Skills
- Digital Marketing
- Project Management
- Customer Relations
- Product Development
- Strategy Ideation & Execution
Certification
Google Adwords Certified
Nelson de los Santos
Director of Ad Operations at SearchKings
Toronto, Ontario, Canada
Timeline
Director, Ad Operations
SearchKings
05.2022 - Current
Senior Manager
SearchKings
10.2021 - 06.2022
Team Lead
SearchKings
02.2019 - 10.2021
Digital Marketing Account Strategist
SearchKings
08.2015 - 02.2019
Senior Strategist
Harbinger Communications
03.2015 - 07.2015
Manager
Social Insights
04.2014 - 01.2015
Senior Analyst
Sonic Boom Creative Media
04.2013 - 04.2014
Search Marketing Specialist
Trader Corporation
06.2009 - 04.2013
Web Analytics Lead
Sears Canada
05.2007 - 06.2009
Hon. Bachelor of Commerce - Business Management
Ryerson University
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