Betty M.

I own go-to-market strategy for core AI solutions in Google Ads, and drive programs that ensure these products launch and land successfully in the market. I serve as the link between the customer's voice and Google's vision when developing messaging and positioning, creating and promoting content at scale, and positioning our narratives at key events. I work cross-functionally with Product, PR, Research, Sales, and other Marketing teams to uncover insights, influence product strategy, and connect the dots for more cohesive outcomes. Current focus: AI Max - Storytelling, narrative, and value proposition for what these AI innovations mean for advertisers and agencies - Influencing Product and Eng teams to build for the needs of our customers, backed by research and data - Driving projects from idea to execution, strategically building alignment through the immense matrix of leaders and teams that is Google :) Management / leadership roles: intern manager, apprentice manager, mentor to 5+ team members, new hire trainer, interview panelist

Spearheaded the global go-to-market strategy for Search Ads during its pivotal transition from manual optimization to an AI-first ecosystem. Influenced and worked with Product, PR, and Sales to overcome industry skepticism by driving large-scale education and mindset-shifting initiatives, ultimately leading to mass adoption of AI-powered Search Ads.

I led global Paid Media strategy for LinkedIn's largest B2B business (LinkedIn Talent Solutions), touching both the SMB and Enterprise sides. My responsibilities included defining acquisition strategy in partnership with finance & biz ops, creating cross-organizational alignment by leading strategic discussions and business reviews, and influencing key decisions. For campaign strategy, I oversaw an agency team for execution, forecasting & planning, and continuous ROI improvement. As the global marketer, I owned alignment with my EMEA and APAC counterparts, ensuring consistent progress towards global initiatives and goals.

As a one-woman team, I managed Upwork's Paid Search program with over $7M in annual budget. I was responsible for everything from in depth campaign analyses, to tracking in Google Analytics, to setting overall strategy, to collaborating with PMMs and content marketers, to presenting to the CMO and CEO on a monthly cadence. A few initiatives I led were: re-hauling the remarketing strategy on an audience, messaging, and landing page level, implementing tests & solutions to address churn and conversion flow drop off, expanding into mobile, and creating a competitive Brand strategy.

I served as a product specialist across the Twitter Ads product offerings, consulting external advertisers and internal stakeholders on how to effectively maximize their Twitter Ads campaigns. I also conducted analyses on product features, and acted as the advertiser's voice when collaborating with engineering/product teams on their roadmaps. As a senior member of the team, I trained junior members as we grew from a team of 3 to a team of 7. A few initiatives I led were: leveraging my paid digital background to develop content for Twitter Ads best practices, leading the research, plan, & roll-out of Twitter's first ever live chat feature, and revamping key metrics reports to be more actionable for stakeholders & cross-functional teams.

At iCrossing I specialized in Paid Search, working with Google Ads, Bing Ads, and 3rd party platforms. My responsibilities included leading weekly client calls around performance, launching and analyzing campaigns, ad copy and landing page testing, and recommending strategic solutions for achieving growth within strict ROI goals. I spearheaded QBRs, quarterly planning, and trained junior members of the team. Accounts supported: Williams-Sonoma, Symantec, Benjamin Moore, TravelSmith

Started off my career in Digital Marketing as an email marketing analyst. I executed, reported, and iterated on email campaigns based on performance. I identified variances in revenue week to week, and worked closely with affiliate, campaign strategy, and technology teams to conduct analyses of fluctuations. I also had the opportunity to hone my Excel skills by digesting large reports into actionable insights.

Minor: Accounting Certificate: Financial Analysis (Coursework: Financial Accounting, Finance Management, Financial Statement Analysis, Financial Modeling, Business Decision Making)