Claudio C.

About

With a Bachelor's degree in Marketing, Advertising & Public Relations from Universidade Lusófona and a Graduate Diploma in Social Media Marketing from Alison, this seasoned professional has carved a niche in the digital marketing landscape. Currently serving as the Global SEM & SEO Manager at HBK - Hottinger Brüel & Kjær, they excel in managing global search strategies for B2B lead and demand generation. Their expertise extends to freelance consulting with MarketerHire, where they handle paid search and social campaigns for diverse clients. Previous roles include Senior SEM Manager at Aggreko, where they led global search management, and a freelance senior planner at MediaCom, working with high-profile clients like Hawaiian Airlines. With a robust background in paid search, paid social, and programmatic display advertising, they have consistently driven successful marketing strategies across various industries.

Experience

• Global SEM & SEO Manager · HBK - Hottinger Brüel & Kjær05-01-2022

  • Leading and implementing a global SEM/SEO strategy that enhanced website visibility across major search engines, resulting in a 117% increase in leads and a 42% reduction in cost per acquisition (CPA). • Leading a team of search marketing specialists to optimise paid search/PPC campaigns through,keyword research analysis, performance max, smart bidding strategy and responsive search ad copy improvements, contributing to multi-channel growth. • Overseeing SEO efforts, including on-site content strategy, technical SEO, local SEO, and metadata optimisation, boosting organic traffic year-over-year by 80%. • Performing regular website audits to identify and resolve technical SEO issues, improving site health and overall load speed by 98%. • Introduced a unified reporting system that integrated organic and paid search data, providing actionable insights to improve overall KPI performance and website user experience.

• Freelance Paid Search Marketing Consultant · MarketerHire05-01-2022 – 05-01-2024

  • Efficiently managed the day-to-day operations of Marketerhire client accounts including Louisville Vegan Jerky, Go to Crowd and Deep Sky Resort. • Oversaw daily paid search optimisation tasks, including ad copy review, keyword expansion, keyword match type performance, quality score review, smart bidding strategy, performance max and bid strategy. • Optimised landing pages to improve user experience, resulting in a 45% reduction in cost per acquisition and increased sales and leads by 65%. • Provided senior management with detailed performance reports, highlighting key metrics, actionable insights, and strategic recommendations.

• Senior SEM Manager · Aggreko06-01-2019 – 02-01-2022

  • Developed and executed comprehensive SEO strategies that resulted in a 80% increase in organic traffic and improved search engine. • Managed and optimised PPC campaigns across Google Ads, Bing Ads,which helped increase the number of leads by 50% reducing cost per acquisition(CPA) by 45%. • Conducted in-depth keyword research and analysis, identifying high-value opportunities that led to a 55% increase in targeted traffic. • Performed regular website audits to identify and resolve technical SEO issues, improving site health and load speed by 85%. • Collaborated with content creators and web developers to ensure SEO best practices were implemented across all digital marketing efforts. • Oversaw global on-site SEO content strategy, local SEO, and technical SEO, including metadata optimisation, on-page content, hreflang management, canonical tags, and 301 redirects. • Led digital agency team in executing CRO A/B tests to enhance conversion rates improve user experience and reduce bounce rates. • Supported the creation of a unified search report integrating organic and paid search data to monitor KPI performance.

• Freelance Paid Search Senior Planner -Contract · MediaCom11-01-2018 – 03-01-2019

  • Efficiently managed day-to-day operations for client accounts, including Hawaiian Airlines, Andeavor, and Krusteaz, across Google Ads, Bing Ads, and Yahoo. Achieved an average ROI of 80% and reduced cost per acquisition (CPA) by 50%. • Oversaw daily optimization tasks, including ad copy reviews, keyword expansion, match type performance, quality score assessments, and bid strategy adjustments. Compiled and delivered comprehensive PPC monthly reports. • Provided senior management with detailed performance reports, highlighting key metrics, actionable insights, and strategic recommendations.

• Digital Marketing Manager- Paid Search, Paid Social & Progammatic Display Advertising-Contract · goHenry06-01-2018 – 11-01-2018

  • Led the planning and budget management for all growth marketing activities, overseeing a portfolio that included paid search, paid social, display, retargeting, and mobile app campaigns. Utilized data analysis through Google Analytics and continuous testing and optimization to meet CPA and ROI targets, resulting in a 50% increase in sign-ups and a 65% reduction in overall CPA. • Managed all paid search efforts for the UK and USA markets, focusing on targeted ad copy, keyword research and analysis, competitor keyword analysis, daily quality score assessments, bid management, and updating negative keyword lists. • Produced and analysed monthly PPC reports to track KPI performance and measure ROI against goals.

• Freelance Paid Search Manager · HEARTS & SCIENCE (Omnicom)05-01-2017 – 08-01-2017

  • Managed paid search campaigns for Amazon Video and Notonthehighstreet.com, focusing on writing targeted ad copy, conducting keyword research and analysis, performing keyword competitor analysis, reviewing quality scores, managing daily bids, updating negative keyword lists, and analyzing campaign performance. • Enhanced the Notonthehighstreet.com account by optimising search text ads, dynamic search ads, remarketing, and Google Shopping campaigns, resulting in an increase in ROAS from 200% to over 750%. • Optimised Amazon Video’s paid search campaigns, achieving a 58.98% reduction in overall cost per acquisition (CPA).

• Digital Marketing Manager -B2C- SEM,SEO & Social · FLUBIT.COM05-01-2016 – 04-01-2017

  Responsibilities: • Managed Flubit’s digital marketing objectives for new customer acquisition and brand awareness across various channels, including Google Ads, Google Shopping, Bing/Yahoo, AdRoll, programmatic advertising, Display Advertising, and Facebook. • Developed and executed PPC strategies, including crafting targeted ad copy, conducting keyword research and competitor analysis, reviewing quality scores, managing daily bids, updating negative keyword lists, and monitoring spend and performance. • Achieved a 45% increase in online sales through search ads and Google Shopping campaigns, while reducing overall cost per acquisition (CPA) to under £4

• Paid Search Manager-B2B · SOMEBODY DIGITAL (Marketing Agency)07-01-2015 – 03-01-2016

  • Oversaw an annual paid search budget of £2.1 million, leading comprehensive PPC optimisation efforts. • Conducted in-depth keyword research, explored potential marketing channels, reviewed quality scores, crafted targeted ad copies, managed keyword bids, and executed A/B testing on landing pages. • Successfully met client KPIs and targets through Display Advertising and Remarketing campaigns, resulting in a 45% increase in leads and a 55% reduction in cost per acquisition (CPA).

Education

• Universidade Lusófona - Centro Universitário LisboaBachelor's degree, Marketing, Advertising & Public Relations
• AlisonGraduate Diploma, Social Media Marketing

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