Amanda Charleston

About

With a diverse background in marketing and music composition, I have honed my expertise in both creative and analytical fields. Holding a Bachelor's degree in Consumer Affairs & Marketing from California State University, Long Beach, and specialized training in Music Scoring for Video Games, I have seamlessly blended artistic sensibility with strategic marketing acumen. Currently serving as the Director of Marketing at Fanimal, Inc., I excel in optimizing email channel performance, managing Google Ads and paid social campaigns, and developing strategies to enhance search engine visibility. Previous roles include, Paid Search Specialist at Disney Streaming Services and Senior Associate at GroupM.

Experience

• Director of Marketing · Fanimal, Inc.12-01-2022

  Optimize email channel performance utilizing important audience segments to drive users down the funnel. Manage all Google Ads campaigns, from conception & keyword research, to creation, bulk uploads, QA, and ongoing optimizations. Oversee budget pacing for all paid media. Perform A/B testing to improve email/social/SEM campaign effectiveness. Develop optimization strategies to increase the company's reach and visibility in search engines. Design creative assets for email & social media campaigns using Canva and other design software. Lead meetings with internal and external marketing teams to keep strategies aligned & deliverables on track. Build and present channel reports on a weekly basis to inform C-level executives on performance & provide recommendations.

• Marketing Lead · Fanimal, Inc.05-01-2022 – 12-01-2022

  Led marketing initiatives and contributed to the development and execution of marketing strategies to drive user engagement and acquisition.

• Paid Search Specialist · Disney Streaming Services06-01-2021 – 05-01-2022

  Developed and implemented search, UAC, and discovery ad strategies to drive subscriber acquisition, conversion & efficiency across LATAM markets. Successfully applied media strategies and managed robust portfolios within existing paid search campaigns, and explored growth of new channels. Executed, managed, and optimized paid search campaigns to meet or exceed strict direct response goals. Tracked, monitored, and optimized performance against key KPIs. Collaborated cross-channel, with larger paid media team, to align on performance trends to ensure holistic team success.

• Digital Marketing Specialist · Rootly Health03-01-2021 – 08-01-2021

  Executed successful SEM campaigns to drive a low cost-per-lead. Created strategies for landing page optimization to maximize user experience. Planned, executed, and measured AB /split tests on paid search campaigns and landing pages. Strategized and developed sales funnels in order to identify pain points and growth opportunities. Developed strong lead magnets within a specific niche to build value proposition and increase our email list. Built out effective SEO-friendly content that engages with our email list and drives selling points.

• Senior Associate, Paid Search · GroupM11-01-2019 – 02-01-2021

  Accountable for day-to-day management of the search plan including oversight of bid recommendations, execution details, budgets/accounting. Managed $5m per year budgets and strategically allocated spend based on performance and market trends. Developed branded and unbranded keyword lists using multiple tools, such as Google Keyword Planner, SEM Rush, the Google engine, Moz, Ahrefs, etc. Ran search reports on a regular basis to mine for new keywords, creative text ad, pacing and overall spend. Interfaced daily with direct search teams, engines and platforms to ensure continuous perform account diagnostic checks. Worked cross-functionally with multiple marketing channels in an effort to align goals and deliver a seamless front-end user experience. Stayed on top of the latest updates regarding tools and User Interfaces (Google Ads, Bing Ads, SEMrush, etc.). Created Excel pivot tables, formulas, graphs, and charts.

Education

• League of Young Women ComposersMusic Scoring for Film & Television
• California State University, Long BeachBachelor's degree, Consumer Affairs & Marketing
• Atlas ClubVideo Game Composition, Music

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