Jonathan Pape

About

I'm a digital marketing director with 15+ years of experience turning data into growth — spanning paid media, conversion optimization, SEO, and marketing analytics across financial services, global cybersecurity, and biotech. My edge is technical: I build the tools most marketers outsource, from multi-agent AI systems and propensity models to A/B testing frameworks and executive dashboards. I've grown LinkedIn leads nearly 500%, delivered a 300% paid search conversion lift, and I'm currently leading a headless CMS platform modernization at Kitsap Credit Union while running their Digital Sales line of business. When I'm not in the data, I'm building side projects at the intersection of AI, web development, and marketing technology.

Experience

• Marketing Data & Paid Media Consultant · VOLUM.ME LLC05-01-2023

  _Developed analytics and paid media tracking systems for several clients facilitating their transition from Universal Analytics to Google Analytics 4. I worked with developers to ensure proper event data collection of custom events using Google Tag Manager, Google Analytics, and Google Ads. _Designed and implemented Looker Studio visualizations that allowed business to better understand what content was driving traffic and engagement by creating formulas that would dynamically generate segmentation categories based on URL parameters allowing business owners to see site section, product, funnel, and template performance. _Partnered with a prominent search marketing agency to manage a major B2B account with a monthly budget over $1 million. Achieving a 60% reduction in cost per conversion within two months by restructuring paid media strategies eliminating inefficiencies caused by overlapping search queries.

• Director of Digital Marketing (interim) · Sandia Laboratory FCU05-01-2023 – 12-01-2023

  _Conducted comprehensive audits of external and internal data platforms to create an optimization roadmap and prioritize potential improvements. Data collection platforms included GA4, GTM, Google Ads platform, Meridian (mortgage), & Finestra (consumer lending). _Managed internal Google Search and Display campaigns and Claritas programmatic campaigns. Delivering a 300% increase in internal paid search and display conversions by restructuring campaigns, updating landing pages, reconfiguring conversion actions, redesigned conversion tracking, and reallocating resources based on performance data. _Utilized Principal Component Analysis (PCA) and tumbling timeframe data analysis to develop loan and deposit projection reports achieving a remarkable 96% accuracy in financial forecasting. Initially, the goal of the project was to determine which factors were contributing to deposit and loan generation. Subsequently, used the results to make projections over the entire product portfolio to determine how marketing should allocate resources to meet the organization's goals. _

• Global Digital Paid Media Manager · Google04-01-2022 – 03-01-2023

  _Designed and executed global paid media campaigns for Mandiant managing an average quarterly budget of approximately $1 million. Campaigns consisted of paid social and Google Ad campaigns. _Global paid media campaigns targeted EMEA, APAC, LATAM and NAM and were in seven languages. Worked with the Google Ads account team who provided translation services. _Managed a team of campaign managers, webinar campaign managers, regional marketing managers in the US, UK, and Singapore, a US digital agency, internal and external creative agencies, and a social media agency based in the UK. _Developed a new reporting framework combining performance data, campaign targeting, campaign type, and business planning goals to provide in-depth analysis and enhance strategic decision-making. The changes in reporting lead to a 400% increase in paid social B2B leads and a 150% increase in Google search & display leads. _Implemented several systemic improvements to marketing campaigns such as targeting and spend auditing, a detailed database of campaign metadata, and an updated campaign naming conventions. Changes standardized campaign structure and increased clarity and uniformity. _Implemented a detailed project tracking system to coordinate content, creative, and campaign creation. System included multiple approval steps and visibility for all teams. The project tracking system allowed us to update marketing plans in real time due to changes in product or content launches. This ability to plan in real time allowed for better budget utilization which was instrumental in increasing productivity. _Developed a multi-tiered framework for budget planning that included audience, geographic, and content segmentation that created detailed recommendations based on performance projections. Model would automatically reallocate budgets across all regions, sub-regions, platforms, and funnel targets (TOF, MOF, and BOF). System allowed our team to instantly develop options for reallocating budget.

• Senior Marketing Strategist · First Tech FCU12-01-2015 – 04-01-2022

  _Responsible for performance marketing for Google Ads, Nextdoor, and Teads Programmatic advertising campaigns with monthly budgets ranging from $300,000 to $500,000. Tested performance marketing campaigns in YouTube and Meta (Facebook & Instagram). _Wrote SQL Snowflake queries that created segments based on member transaction data. Data was used for product campaigns and for look-a-like campaigns on display and social networks. _Developed comprehensive data visualization dashboards in Tableau for paid media, SEO, and social media. The reporting system utilized Python for ETL processes to merge and clean data. The ETL system reduced man hours, improved report speed, and allowed for larger data sets in analysis. _Established a comprehensive process for A/B and multivariate Google performance testing. Utilized Workfront for project planning, Confluence for documentation, and Google Experiments for the actual tests. The end result was a testing pipeline for consumer lending that allowed for continuous optimization. _Won the internal Data Visualization competition by creating a classification model using SQL that aggregated and classified transaction data to identify inaccurate member profile data. _Developed a custom Account-Based Marketing (ABM) strategy using Python Pandas and BeautifulSoup, achieving a 90% success rate in targeting select account employees. _Grew the performance advertising budget from $300k per year to over $6 million per year.

• Senior Creative Strategist · Yahoo Inc09-01-2013 – 12-01-2015

  _Spearheaded the development of GTM native advertising optimization plans for major Canadian retailers and financial institutions, driving targeted strategies and achieving a 350% increase in client engagement and revenue. Clients include Best Buy, Sears, TD, Capital One, WestJet, Porter Airlines, and others. _Led training sessions for account teams on the latest advertising platform enhancements introducing new ad formats and advanced targeting features to the sales team and leadership in Canada.

• Director of Digital Marketing · Kitsap Credit Union12-01-2024

  -Leads the Digital Sales line of business within the CRO organization (alongside Retail and Business verticals), owning paid media strategy, promotional campaigns, conversion rate optimization, and integrations with third-party platforms and internal systems. -Built a multi-agent AI system to analyze chatbot conversation prompts and current website content, generating actionable recommendations for improving AI responses. -Driving Kitsap's website platform modernization — partnering with Information Systems to migrate kitsapcu.org from a monolithic CMS to a headless architecture; owns content strategy, UX requirements, and marketing success criteria, and serves as the CRO organization's executive sponsor for progress reporting to senior leadership. -Built a structured content testing program: backend conversion tracking, onsite A/B and multivariate tests, paid media audience splits, and a documentation system for test parameters, method, and results. -Oversee enterprise paid media strategy and agency collaborations, directing forecasting and optimization efforts to ensure maximum marketing impact and alignment with executive priorities. -Lead the content strategy, development, and long-term planning for kitsapcu.org, ensuring an optimal user experience and alignment with organizational goals. -Spearhead the reorganization and enhancement of marketing data collection processes for both digital and traditional channels, improving insights into website traffic drivers and campaign performance. -Partner with senior leadership on annual marketing planning, budget forecasting, and cross-departmental performance analysis and improvement. -Provides comprehensive reporting on website performance, advertising metrics, and key achievements to senior leadership and board members. -Led cross-functional change initiatives and created an internal comms strategy to build buy-in and transparency across teams during MarTech transformation.

Education

• University of PennsylvaniaMaster of Science, Computer and Information Technology
• Western Michigan UniversityMaster of Business Administration, Business
• Davenport UniversityBachelor of Applied Science, Computer Information Systems

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