Adina Pop

Contact Phone - Email - Address Montreal, Quebec, Canada Education 2014 Bachelor BAdmin Concordia University Active Certifications Adina Pop Paid Media Consultant With over 7 years of experience working with top Media Agencies in North America, Startups, and Fortune 500 companies in developing and managing complex online paid media strategies focused on maximizing profits and lead acquisition. My expertise is focused mainly on Google Ads from SEM to Shopping strategies including Performance Max, as well as LinkedIn and TikTok. During my career, I have held several Director level positions while managing corporate accounts with media budgets exceeding $40M for companies like Colgate, Office Depot, Conn's HomePlus, and State Farm as well as mentoring teams of up to 20 digital marketing specialists with various skill levels. Google Ads Search, Shopping, Display Video Experience Google Analytics Search Ads 360 Expertise Google Ads LinkedIn Ads Social Media Advertising Wavemaker/GroupM - North America Paid Search, Director - Contract March 2022- April 2023 Colgate - B2B & B2C Responsible for developing, implementing, and managing paid media strategies focused on ROAS /Lead Gen for the Colgate E- PPC Strategy & Implementation commerce division, Colgate Professional division, and sub-brands Data Analysis, Reporting & Automation Account Management & Client Facing across the US Team building & training • Identifying and assisting in implementing main KPIs Excel & Pivot Tables • Building a roadmap for achieving business goals and objectives within the SEM and Shopping platforms • Planning, and managing monthly/yearly media budgets investments Language • Leveraging and managing bid strategies in SA360 English order to share program progression, propose optimizations, and French • Proactively scheduling and participating in all client meetings in review performance reports • Managing and mentoring a team of digital marketing specialists through training sessions, daily support, using task management tools, and ongoing one-on-one meetings Office Depot • Working closely with the Paid Search and Shopping c-level and v-level executives to improve strategies and facilitate reaching objectives across SEM, Shopping, and Lead Gen platforms with over $40M in spend • Finding solutions to challenges related to management, reporting, and tasks through automation, maintaining documentation, and delegating tasks in order to save time and increase efficiency • Proposing tests and innovative approaches focused on increasing performance • Managing and mentoring a team of digital marketing specialists through training sessions, daily support, using task management tools, and ongoing one-on-one meetings • Being involved in all client meetings, and internal agency syncs, as well as communicating with the external Google Ads and Microsoft Bing teams TheraBreath ( Church & Dwight) Auditing active SEM & Standard Shopping campaigns and proposing a complete restructure of the account which included but was not limited to new RSAs, using smart bidding strategies, dividing the KPIs into Awareness & ROAS, launching PMax campaigns, etc Actively being involved in building strategy decks and client presentations Managing a team of digital marketing specialists and collaborating with the client's internal team Increasing ROAS by 182% and Search IS by 12% Conn's HomePlus Paid Media, Director - Contract September 2021- August 2022 • Working closely with Conn's internal marketing department and their media agency partners in identifying performance gaps, irregularities, and opportunities for SEM, Standard Shopping, Smart Shopping, DSA, and Performance Max platforms with over $25M in spend • Building a roadmap in support of the executive team in shifting Conn's positioning on the SERP from being identified as a financing provider to a furniture/appliances online retailer • Shifting main KPIs from cost per financial application, website traffic, and CPC to a robust ROAS model which blended store visits revenue, financial application revenue, online revenue, and offline revenue • Evaluating media budget distributions and shifting them as needed in order to increase online/offline revenue and reach targets • Hands-on management of Google Ads and Bing platforms including but not limited to campaign type, structure, ad copy, keywords, ad extensions, conversion tracking, and creatives • Calculating performance predictions, tracking spending, building proposals, providing weekly/quarterly reports, and analyzing external reports • Collaborating with a dedicated Google Ads team for accessing beta features, receiving technical support, additional reports, evaluating trends, competitor analysis, and exploring opportunities to increase performance • Serving as an advisor for the C-level and V-level executive team by providing analytical support as well as proposing solutions to existing challenges Benjamin David Group Senior Paid Media, Consultant October 2020- August 2022 Actively working on strategy proposals, implementation, management, and optimization of SEM campaigns for several Startup accounts including Keatext, Archie, and Vetster. Outstanding project - Vetster • Working closely with the account managers and executive team in auditing existing paid media accounts and building a Google Ads strategy roadmap focused on funnels and end-to-end business processes for a recently launched Startup in the veterinary industry with over $4M in media spend • Shiting the main business goal from increasing impression share to registered veterinary appointments and main KPI as cost per booked appointments • Determining media budgets according to the data acquired from similar businesses and internal resources as well as using prediction tools such as Google Keyword Planners, Google Analytics and SEMRush • Responsible for the complete strategy execution including but not limited to campaign setup, keywords, writing effective ad copy, ad extensions, bids management, geo targetings, and audience setup • Responsible for reporting on performance results, ongoing optimizations, conversion tracking, and reaching budget spending goals Challenge • unable to increase the number of veterinary booked appointments in a sustainable way Solution • Restructuring the account into 4 main groups based on funnels which included brand, telemedicine, online vet, and vet clinic, and maintaining both lower and middle funnels maximized at all times Results • 40% increase in bookings QoQ • 25% increase in CVR QoQ • acquiring an additional 30% increase in media budget for the remaining year based on outstanding performance Atlas One Digital Securities Paid Media, Consultant February 2021- July 2022 Management of Google Ads SEM, LinkedIn Lead Generation, and Video campaigns Main optimizations include auditing existing accounts, restructuring campaigns, updating ad copy to be more in line with the landing page, testing custom CRO landing pages, adapting ad copy to keywords to improve quality scores, and leveraging machine learning by using smart bidding strategies. Results: • 50X increase in B2B leads • 70% decrease in CPL DAC Group Digital Marketing, Specialist July 2018- July 2020 • Building, managing, and optimizing search, display, remarketing, and shopping campaigns across paid channels (Google Ads, Facebook, Instagram, LinkedIn) • Identify opportunities to expand the reach and reallocate the budget in order to drive growth • Conducting ongoing keyword research and expansion • Working closely with Account Managers, Data Scientists, and other Digital Marketing Experts to understand the service/product positioning, industry, and challenges • Writing effective ad copy that aligns with the client's messaging and value propositions in order to drive qualified traffic and conversions • Keeping a constant pulse on campaign performance and lead quality • Testing every aspect of paid search (keywords, ad copy, landing pages) to drive optimal performance results • Day-to-day campaign optimizations and bid management to exceed goals and maximize return on ad spend • Creating and sharing performance reports • Developing marketing automation strategies • Tracking budgets and creating performance forecasts Tailbase Digital Marketing, Director January 2017- July 2018 • Oversee the general performance of the Digital Marketing Department • Build and execute strategies to improve the overall performance of the department and reach financial goals • Develop both internal and client marketing programs • Hiring, managing, and training a team of digital marketing specialists with a variety of skill levels • Building, managing, and optimizing search, display, remarketing, and shopping campaigns across paid channels (Google Ads, Facebook, Emal Marketing) • Managing budgets and creating spending forecasts following the client's goals • Working directly with clients throughout the whole process for maintaining the highest quality of services • Creating the company's internal marketing materials, training seminars, presentations, and conferences • Analyse data for monthly, quarterly, and yearly performance reports • Working closely with the programming department for marketing automation scripts and landing page optimization (CRO) • Focus on lead generation and ROAS marketing strategies Bloom Media Paid Media, Junior September 2017- November 2017 • Building, managing, and optimizing search campaigns • Conducting ongoing keyword research and expansion • Working closely with Account Managers to ensure the strategies are communicated and delivered to the client • Writing effective ad copy that aligns with the client's messaging and value propositions in order to drive qualified traffic and conversions • Keeping a constant pulse on campaign performance and lead quality testing of every aspect of paid search (keywords, ad copy, landing pages) to drive optimal performance results • Day-to-day campaign optimizations and bid management to exceed goals and maximize return on ad spend • Clearly communicate results, key learnings, and areas of opportunities • Creating and sharing performance reports Other Notable Projects State Farm Insurance Lead and manage a team of Digital Marketing Specialists at a variety of skill levels to ensure best practice in the planning and execution of agency programs Foresee and identify issues as they relate to the SEM team and SEM accounts; develop contingency plans and formulate solutions to address any issues as necessary Communicate on an on-going basis with SEM team members and conduct weekly status sessions to provide support where required Work collaboratively with team leads to oversee and improve internal processes in order to deliver the highest performance level Develop growth plans for team members to not only ensure that knowledge, skills, and abilities for each individual are utilized effectively for each account but also to increase all-around competence and develop strong career paths for team members Results: 45% increase in leads 30% decrease in CPL Casella Waste Management Management of SEM campaigns in Google Ads and Bing. Main optimizations include updating ad copies, creating RSA ads, switching bidding strategy from Manual CPC to Target CPA, pausing underperforming keywords, and removing long-tail keywords with low search volume for easier management. Results: 45% increase in leads 30% decrease in CPL Big Stop Restaurant Management of SEM campaigns in Google Ads. Local Presence Strategy following Covid includes restructuring campaigns based on each restaurant’s location and available services, replacing general landing pages with local landing pages Results: 145% increase in conversions 50% decrease in CPL