Casey Nolan

• Lead reporting & insights across all marketing channels (SEM, SEO, Paid & Organic Social, Email, App, SMS), providing visibility into channel performance, ROAS, spend efficiency, and conversion metrics. • Synthesize complex datasets into compelling and digestible narratives that are communicated in weekly company wide updates, written and presented in business review meetings. • Deliver insights to marketing leaders and company leaders that directly influence marketing channel strategy, budget allocations, creative approach, and product enhancements. • Partner with growth marketing & lifecycle marketing teams to analyze campaign and channel performance, conduct A/B testing, assess opportunities to reach CAC and LTV goals, and adjust budget allocations ($1.2M in annual spend). Paid acquisition volume increased by 93% while CAC reduced by 37%. • Create and monitor marketing forecasts. Establish historical baselines and incorporate upcoming product or channel changes to predict impact on KPIs. • Define quarterly roadmaps for marketing analytics initiatives and projects, aligning stakeholders across marketing, product, and senior leadership. • Stand up & maintain data pipelines, data visualization framework, and dashboards via SQL and BI tools (Redash, Tableau) to automate reporting and establish self-service analytics. • Serve as Marketing liaison (data engineering, product, business intelligence, business development) to ensure marketing data is properly tracked, tagged, attributed, and integrated into the company database.

• Served as a primary stakeholder within New Client Acquisitions • Owned and optimized paid search campaigns across Google Ads and Bing • Managed and measured social campaigns including Facebook and Instagram • Built and maintained all necessary reporting both in-platform and within our data warehouse and business intelligence tools • Identified, ideated and tested new, marginal channels and strategies in the digital advertising space • Analyzed user behavior on website through Google Analytics to help identify trends and challenges • Served as subject matter expert on Display and Retargeting within the Demand Generation team • Provided ad hoc analysis to support key business decisions across the company

• Managed day to day operations of student loan processing ensuring that our office complied with federal regulations and does so in a timely manner • Reviewed 100+ daily reports ensuring that data load processes operated correctly and made necessary updates to internal database • Advised 150+ students in continuing education and graduate programs on their financial aid eligibility and how to manage their aid well • Answered calls and e-mails from students and parents providing helpful, clear responses to questions and an understanding of the whole financial aid process • Assisted in transitioning loan processes from paper/manual to digital/automated for student loans. Went on to lead this same transition for parent loans the following year

• Built and oversaw paid search campaigns for 50+ clients through Google AdWords & Bing Ads • Managed clients' online presence through website content creation and SEO campaigns • Analyzed reporting and conducted account reviews to track progress, identify and resolve problems, discover changes, and identify new growth opportunities • Addressed client concerns and designed solutions that met client expectations and fit within campaign strategy • Stewarded over $1 million in revenue annually across paid search, SEO, and remarketing campaigns

• Monitor overall SEO program success with regards to ranking, indexed pages, back links, traffic acquisition and report to senior management • Perform daily account management and of pay per click accounts on Google AdWords, Yahoo, Bing and other search platforms for clients • Analyze sites for opportunities in optimizing architecture, usability, conversion and navigation results • Perform competitive analyses to monitor weakness and opportunities and help improve natural results • Identify editorial/keyword opportunities and assist in the content strategy and execution to acquire traffic for targeted terms/phrases

• Coordinated and supported meetings between staff and sophomore class representatives to plan an exchange of experiences across five universities • Built new website platform and manage content on old platform while the new site is being designed • Oversaw approval of enrichment and service opportunity hours for 100 students

• Researched federal definitions and guidelines regarding 'organic', 'natural', and 'GMO' food labels • Provided extensive summaries of secondary research already conducted in the subject area • Designed and developed questions for a survey studying customer confusion on organic food labels

• Oversaw delivery of food from kitchen to table in a goal of twelve minutes per ticket • Coordinated verbal and written communication between servers and cooks • Trained 5 new employees in company procedures as both a server and expediter

• Assisted 10-15 elementary school students in developing educational skills • Enhanced grade-level performance and retention through homework help and tutoring programs • Maintained an online database of volunteers and donors through Blackbaud eTapestry

• Designed information and website systems and plans for smooth tour operations • Created and managed social media content on Facebook, Twitter, Instagram, and blog • Prepared journal entries for donations in QuickBooks and processed bills for accounts payable on Bill.com • Organized fundraising efforts through online wishlist and donation page hosted on Daraja’s website

Completing a dual degree with a Bachelor of Arts in Political Science and a Bachelor of Science in Business Administration