Andy Miller

About

With over 11 years experience at large advertising and media agencies managing large brands with budgets over $100MM to small start ups and nonprofits, this accomplished professional has excelled in all aspects of digital marketing and paid media strategy and implementation. As a Lead Instructor at BrainStation, they educated digital marketing professionals, enhancing their skills in paid search, SEO and Analytics. Their expertise in consumer behavior and strategic marketing has consistently driven success across diverse industries, making them a trusted leader in the digital marketing landscape.

Experience

• VP, Search Engine Marketing · Horizon Media09-01-2022 – 06-01-2024

  Implemented comprehensive testing timelines and structured experiments across client portfolios to revitalize strategy and garner insights, realigning priorities and fostering growth during crucial promotional periods. Operated as the primary agency lead for 20+ executive clients, maintaining trust and dependability during tense and volatile situations and providing clear and creative approaches to generate desirable outcomes. Navigated client through the constantly evolving AI landscape and presented an executive level synthesis detailing a precise trajectory to implement new strategies in an uncharted business domain. Conducted market research and analyzed gaps in Retail clients national sales coverage, resulting in reallocation of budget and a 15% improvement in ROAS. Owned management of client portfolio over $70MM+ annually, advancing overall media investment 50% YoY through excellent thought leadership, evolution of client strategy and targeting, and identifying effective methods for incremental growth and opportunity. Examined the consumer life cycle to create an innovative strategy to expand awareness, evolve audience targeting strategy and seamlessly cross sell products and boost overall sales, resulting in the client becoming the #1 seller of premium pet food in the industry. Evaluated the online consumer journey and site side behavior of clients target market, generating a revamped KPI framework that more accurately measured user engagement and improved overall user experience and campaign success.

• Group Director, Search Engine Marketing · Horizon Media11-01-2020 – 09-01-2022

  Led and mentored a high-functioning team of fifteen by assessing and refining performance, coaching senior members on team development, and providing stability in times of ambiguity and change. Designed staffing plans and oversaw key hiring decisions to effectively manage resources and provide optimal client support. Effectively managed distinctive projects and developed tailored solutions across a diverse client portfolio consisting of market leading brands and newly emerging businesses. Conducted troubleshooting missions to solve undefined problems concerning cross channel attribution and website tracking issues. Spearheaded a full funnel conversion attribution system using Salesforce CRM data, yielding in-depth insights into each touchpoint along the sales funnel, resulting in an advanced measurement system and refined customer targeting strategy. Conceptualized department wide team bonding initiatives for 90+ employees to incentivize staff to return to the office, reestablishing in person relationships and strengthening morale.

• Director, Search Engine Marketing · Horizon Media08-01-2019 – 11-01-2020

  Performed extensive market research, competitive analysis, and market entry strategies for pivotal new business pitches, resulting in several multimillion-dollar acquisitions of incremental media business. Orchestrated a cross-channel media educational bootcamp to empower junior team members, drive interdepartmental collaboration, enhance industry expertise, and drive novel client solutions. Increased ownership of Travel clients portfolio by 200% amidst the unprecedented COVID period with efficiency gains and enhanced creative targeting, driving $9MM+ YoY investment. Crafted a customized campaign structure for a recently acquired client allowing for maximum geographic control of budgets and messaging, resulting in a 25% increase in revenue YoY.

• Associate Director · Horizon Media05-01-2017 – 08-01-2019

  Successfully directed a portfolio of 16 clients across various industries including Consumer Electronics, Travel, Auto, QSR, Pharma, CPG, Non-Profit and Serviced Office. Developed and presented strategic roadmaps in new business pitches, resulting in the acquisition of six new clients in 2018. Established a department wide learning series to connect with new partners with unique capabilities and enhance the overall expertise of the search capability. Persuaded large Home Appliance client to invest an additional $2MM through a strategic and comprehensive Q4 search plan during peak seasonality period. Devised an extensive account structure for a Travel client allowing for maximum geographic control of budgets and messaging, resulting in a 25% increase in revenue YoY.

• Lead Instructor · BrainStation07-01-2020 – 12-01-2021

  Educated classes of 10-15 digital marketing professionals on the foundations of paid search, search engine optimization and Google Analytics. Provided direction and guidance on the development of the course curriculum to further the exposure of the class to real-world examples and situations. Identified and contributed to solving individual class members needs and challenges within their professional roles and guided them through improvements to their digital marketing strategies and media plans.

Education

• Cornell UniversityExecutive Certificate, Consumer Behavior
• Miami UniversityBachelor of Science (B.S.), Business and Marketing

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