RESUME

 
Professional ​
info​​

From data to design, copy to content, SEO to Social, CRO to KPI's, and everything in between, there simply isn't any part of digital marketing I don't enjoy getting down and dirty in.

With 8+ years of digital marketing and conversion copywriting experience, I could very well be the piece of the puzzle you've been looking for. 

And effectively working remotely for the past 4+ years means I'm ready to hit the ground running working remotely for you!

Hard Skills
  • SEO

  • SEM

  • Facebook Ads

  • Display/Native Ads

  • Advertorials

  • Email Marketing

  • Content Creation

  • Video Scripting

  • Copywriting

  • UX Design

  • Neuromarketing

  • A/B & Multivariate Testing

Soft Skills

  • Creative Thinking

  • Analytical Thinking 

  • Critical Analysis

  • Leadership

  • Teamwork

  • Adaptability

  • Conflict Resolution

  • Problem-Solving

  • Dependability

  • Committed

  • Proactive

Tools
  • WordPress

  • Google Analytics

  • SEMrush

  • Raven Tools

  • SimilarWeb

  • Social Ad Scout

  • Google AdWords

  • Google Search Console

  • Zoom

  • Slack

  • Google Apps

  • Microsoft Suite

  • Optimizely

Work​
experience​
Lead Conversion Copywriter | Marketing Manager (many other hats) 
 
GiddyUp Performance Marketing and Advertising Agency

Oct 2015 - Mar 2020

GiddyUp works with brands that want to scale their sales - FAST! They specialize in building and optimizing sales funnels on a performance basis. Launching new offers to a network of Marketing Partners (aka - affiliates) GiddyUp is able to scale sales from dozens a day to hundreds and even thousands a day in some cases.

KEY ACCOMPLISHMENTS

  • Dramatically scaled growth for one particular brand from couple dozen sales per day to more than 1,500 units per day.

  • Crafted copy that outperformed control copy and boosted profit by $4.8 million total for 3 brands in a 6 month span.

  • Increased work efficiency across multiple departments by successfully implementing a 'new offer launch' process.

  • Overhauled the 'Marketer's Conversion Brief' that expedited Marketing Partner's ability to scale and achieve profitability quicker.

  • Established a comprehensive research process that facilitated market penetration & market development to accelerate brand growth.

  • Increased EPC and decreased CPC for Marketing Partners by optimizing Facebook Ads with more audience specific messaging and imagery.

RESPONSIBILITIES​​​

  • Established contract copywriter on-boarding process and created marketing asset templates to better communicate concepts and improve efficiency to final deliverables.

  • Conceptualize unique sales pages with cutting edge UX design and provide guidance to creative teams to design and develop them.

  • Conduct market research and competitor analysis to identify market opportunities and potentially profitable angles.

  • Lead cross-functional brainstorming sessions to ideate marketing campaigns, angles, and creative strategies that pushed the creative envelop while staying on brand.

  • Collaborate with designers, videographers, copywriters, and dev team to bring marketing concepts to life.

  • Develop A/B and multivariate testing plans with one simple copy test increasing conversion rate by 16% and boosting profit by $200K+.

  • Write sales copy for Facebook ads, emails, native ads, advertorials, video scripts, product descriptions, and landing pages.

 

Digital Marketing Strategist

Verdin Marketing and Public Relations

Sept 2014 - July 2015

Verdin works primarily with non-profit, community outreach, public service agencies, and travel bureaus to build and establish a positive brand experience and reputation.

KEY ACCOMPLISHMENTS

  • Created a social media strategy for a client that increased reach by 2,441%, improved engagement by 24%, boosted traffic to targeted landing pages by 254%, and overall website traffic by 62%.

  • Improved client reporting efficiency by over 400% by templatizing reports and automating the client reporting process.

  • Won social media award by contributing to 3 social media campaigns that helped the team win the 2015 Social Media Campaign Award of Excellence from Public Relations Society of America (PRSA).

  • Successfully overhauled a client's brand for Verdin's inaugural  charity event called The 24-Hour Give in which I spearheaded website redesign, SEO strategy and social media marketing strategy.

RESPONSIBILITIES

  • Strategized, created and maintained social media calendars for various clients to support and promote marketing campaigns.

  • Created copy, curated content, and scheduled posts via SproutSocial to promote brand reach and engagement.

  • Worked with creative team to strategize and execute social media contests to increase brand engagement.

  • Redesign website information hierarchy to improve user experience.

  • Conduct keyword research to create a keyword strategy that improves on-page and off-page SEO.

  • Improve Google Ad Quality Scores for numerous brands by incorporating keywords into ad copy and landing page copy.

  • Rewrote Title Tags, Meta Descriptions and implemented internal linking strategies to improve on-page SEO.

  • Developed and presented website redesign and marketing strategies to marketing teams and key stakeholders.

Digital Strategist & SEO Copywriter

WritingMetrics (Owner/Freelancer/Contractor)

Nov 2011 - Apr 2015

Worked with small and medium size business to develop and optimize digital strategy, specializing in SEO copy, UX design and content strategy. 

KEY ACCOMPLISHMENTS

  • Developed a comprehensive marketing strategy for first client that included an UX and SEO optimized website, lead magnet comprised of repurposed content, and an editorial calendar, all of which led to a 1,300% increase in organic traffic and generated new leads for 2 secondary services thanks to a ranking of 1 on Google SERPs.

  • Improved online presence for client by 14% through on- and off-page SEO strategy, and content strategy.

RESPONSIBILITIES

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PPC Intern

Ethology (Acquired by Tallwave)

Mar 2013 - June 2013

Before its acquisition by Tallwave, Ethology was a fully integrated digital marketing agency. I assisted my direct supervisor in the following responsibilities...

RESPONSIBILITIES

  • Managed Google, Bing, and Yahoo ad campaigns for approximately 10 accounts.

  • Reviewed current keyword implementations and improved ad copy and quality score based on an optimized keyword strategy.

  • Provided recommendations on optimizing websites and specifically landing pages to improve quality score.

  • Generated weekly reports and provided insight and analysis on ways to improve quality score, user engagement, and conversion rates.

  • Decreased CPC and increasing EPC by optimizing targeting, marketing messaging, and keyword implementation.

  • Helped brands generate a higher ROI, ROAS, and decreased CPL with optimized PPC ads.

Certifications
  • Content Marketing - HubSpot

  • Inbound Sales - HubSpot

  • AdWords - Google PPC

  • Google Analytics - Google

  • SEO Copywriting - SEO Content Institute

  • Digital Marketing Strategies Certification - Portland St.

Education
California State University, Fresno

B.S. Degree in Kinesiology

 

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© 2023 by Michael Pilolla
 

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T: 541-223-3439

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