Scott McLin

About

A leader in building cross-functional, scalable, machine learning-driven solutions for search performance marketing, in B2B and B2C. I combine 12+ years of hands-on experience managing multi-million dollar SEM campaigns with a passion for optimization and efficiency and experience managing the nitty-gritty product side (roadmap development, backlog grooming, etc.)

Experience

• Director, Growth Marketing · Vantage Core Partners2024-10-01 –
• Senior Manager, Dasher Growth Strategy · DoorDash2020-04-01 – 2023-12-01

  •Responsible for $100 million annual paid media spend across 8 channels. •Oversaw SEM (Google and Bing) campaigns with $4M in monthly media spend. •Led 3-year effort with Data Science to build multi-channel optimization automation engine from scratch that deployed $200 million annually. •Manage relationships with Google, Bing, TikTok and SEM agency. •Developed SEM campaign restructure that have drove a 31% drop in driver acquisition costs. •Launched TikTok campaign from scratch and grew to $3 million per month in spend within six months •Oversaw affiliate marketing program with 500+ partners

• Driver Growth & Acquisition Consultant · DoorDash2019-04-01 – 2020-04-01
• Senior Product Manager · Sojern2018-01-01 – 2019-04-01

  •Led cross-functional efforts with Operations, Data Science, and Engineering to build and launch best in class automated, scalable SEM solution from scratch. •Continue to oversee Sojern's SEM performance-based comission offering, which is now over 800 hotels/resorts, driving over $25 million in bookings annually. •Oversee multi-million dollar annual SEM budget across Google Ads (AdWords) and Bing. •Developed and managed roadmap and backlog for SEM automation initiatives in JIRA. •Automation initiatives reduced account setup time from 2 hours to 20 minutes. •Coordinated with Data Science team to build bid optimization automation algorithm updates that have increased revenue margin margin by 50%. •Drove efforts with platform engineering team to build AdWords and Bing API connections and services. We now push bids and budget updates daily via API to all campaigns. Can also create campaigns, keywords, ad groups, etc. via API. •Manage partner and business development relationships with Google Ads and Bing. •Work directly with Data Science team to automate the creation of non-brand keyword and ad copy. We now have over 400 million KWs available for all Sojern properties. •Spearheaded metasearch pilot from scratch with multiple vendors. •New metasearch pilot properties are running at a 10X ROAS across seven different metasearch engines. •Manage metasearch partner/vendor relationships, including negotiating agreements. •Led efforts to get Sojern to become a Google Marketing Solutions Partner for Google Hotel Ads (Google's Metasearch) and Google Ads (Adwords/SEM). •Product Team MVP Award Winner

• Product Manager · Sojern2016-09-01 – 2017-12-01
• Growth Marketing Consultant · Freelance2009-09-01 – 2016-09-01

  Oversaw direct response digital marketing campaigns (including Google Ads, Bing Ads, Facebook, LinkedIn, and Twitter) for 20+ companies, including the following: • Virgin America • Figma • Prezi • Dropbox • Clorox • Zaarly • Reputation.com • IdeaPaint Responsibilities and Expertise: • Digital Strategy • Search Engine Marketing • A/B Testing • Social Media Advertising • Performance Display Marketing • Tag Management Software Management • Client Services Management • Ad Serving Management (DCM) • Analytics (Google Analytics + Adobe Omniture/SiteCatalyst) • Budget and Revenue Forecasting • Demand Generation Strategy • Programmatic Media Campaigns • Biddable Media Platform Management (Marin Software) • Vendor Prospecting • Advanced Retargeting Strategy

• Affiliate Marketing Manager · Hotwire2008-01-01 – 2009-01-01

  Managed Hotwire’s online affiliate partnership channel o Oversaw monthly sales of $400,000 from over 6,000 partners o Communicated with top partners daily o Monitored performance using Coremetrics, Omniture, MicroStrategy and other tools o Forecasted 2009 channel revenue, cost, and online advertising metrics o Performed analysis of key placements to determine and forecast profitability o Rolled out new creative placements across all affiliate partners

• Associate Search Manager · StubHub2007-01-01 – 2008-01-01

  Performed various daily and weekly paid search tasks on Google, MSN, and Yahoo accounts o Sourced new keywords for both existing and new StubHub.com events o Trimmed poorly performing keywords o Updated bids daily o Activated and paused campaigns daily based on StubHub event landscape o Created and distributed monthly PS and contextual performance reports to management o Attended search industry trade shows and performed research on the paid search field Took over sole management of struggling AOL paid search account o Oversaw 1 million keywords and AOL Paid Search annual budget of $750,000 o Tripled daily revenue in two months Managed year-long project to overhaul StubHub Paid Search platform to eBay PS platform o Migrated entire Google, Yahoo, MSN, and AOL accounts to API based platform o Headed implementation of new revenue tracking tags on StubHub.com o Developed automated bidding strategy for 1.5 million keywords across four accounts o Created weekly regressions on account campaign performance (spend vs. revenue) o Coordinated between teams at both eBay campus in San Jose and StubHub in SF o Compiled numerous account reports using Business Objects and Microstrategy o Drove monthly paid search revenue of $15 million on $2 million monthly budget o YoY revenue increased 40% and margins increased by 50%

• Business Development · Intapp2006-01-01 – 2007-01-01

  • Oversaw the company's largest account outside of legal industry • Led partnership discussions with software firm executives • Performed detailed financial analysis of terms of potential partnerships

Education

• Stanford UniversityMaster of Science (MS), Management Science and Engineering
• Stanford UniversityBachelor of Science (BS), Management Science and Engineering
• The College Preparatory School

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