Cara (DiGilio) Heins

• Initiates and executes innovative SEM strategies and campaigns, consistently improving key metrics such as cost per lead, cost per click, click-through rate, conversion rate, and overall lead generation • Develops the hard skills of SEM team members through cross-collaboration and comprehensive trainings, resulting in enhanced team performance and increased efficiency • Successfully reduced cost per conversion by implementing automated bid strategies on client campaigns in Google Ads, leveraging data-driven insights to optimize ad spend and improve ROI • Analyzed landing page data using Google Analytics to identify crucial areas for improvement, leading to the implementation of a mobile landing page initiative, which resulted in a notable 6% increase in conversion rate on mobile devices • Acquired expertise in Google Analytics 4 (GA4), enabling proficient report generation and precise tracking updates for all Google Ads accounts, fostering data-driven decision-making and campaign optimization

• Managed over $1,000,000 of monthly budget between 10 top-tiered clients with the goal of reaching client’s business goals and increasing paid traffic and leads • Tested three new campaigns types that were implemented across 80+ client accounts to increase phone call and contact form leads • Monitored client goals weekly, used data to review actionable insights, and executed appropriate account optimization tasks • Assisted Senior SEM Managers & SEM Managers in the planning, implementation, and maintenance of new and ongoing internal projects across departments

• Created, optimized, and managed paid ad campaigns for up to 25 clients across ad platforms such as Google Ads, Microsoft Ads, Google Local Services, NextDoor, Facebook, and Instagram • Implemented effective SEM strategies to ensure clients are meeting and/or exceeding their budget, traffic, and lead goals for paid channels • Collaborated with the Accounts team to identify client priorities and goals, identify client issues, brainstorm ideas to improve client performance, and execute on new strategies

• Performed market research to determine best strategies to grow memberships and enhance social media presence • Redesigned lunch and dinner menus to accommodate new summer food items • Created, designed and produced computer-generated flyers for multiple events and monthly newsletter for members

• Developed and implemented SEM campaigns into Google Ads • Examined reports and determined top performing keywords based on multiple metrics • Conducted keyword research in order to identify high-volume keywords to target and negative keywords to avoid

• Supported Director of Promotions and Chief Customer Officer with daily operational functions • Maintained relationships and communication with TV and radio stations • Developed and prepared promotional requests in response to client needs • Reviewed on-air and online promotions and promotional opportunities from stations

• Aided with administrative tasks for the marketing division, such as; internal correspondence, file management, organizational duties and general clerical work • Assisted in the marketing and advertising of promotional activities via social media and in-store campaigns • Helped train future franchisees, managers, and staff on in store operations to help support successful store openings • Worked alongside the Director of Sales to help scout out regions, demographics and competition in potential markets

Bathurst, New South Wales, Australia July 2017-October 2017