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Luis Velez
Growth Marketing Manager • Social Media Marketing Specialist • Austin, TX, US
Top Earner
Digital Marketing
Marketing Strategy
Content Management
SEO
Social Media Marketing
Digital Marketing Strategist | Helping you boost your social & paid media presence through exceptional campaign management!
I'm a digital marketing & data strategist with a strong focus on Paid Media & SEM. With 5 years of experience in Lead Generation & Digital Analytics, I have been able to provide actionable solutions for numerous clients while exceeding revenue targets. I've worked at companies such as J&J Vision, Thrasio, and most recently at Fortune 1 Walmart Connect. My goal is to deliver the highest quality of work possible while building meaningful relationships & expanding digital growth.
Projects
Paid Search Campaign with Cloud Massage - 5.26 ROAS + 324% Revenue
Cloud Massage is a brand that offers a foot massager on Amazon. I partnered with them to launch a Google Ads campaign with a starting budget of $1,500 per month. The main goal of this campaign was to increase sales and ROAS (return on ad spend) over time through targeted keywords and specific audience demographics. To begin the campaign, I researched the competitive landscape in order to determine the best keywords and target audience for their ads. We identified 40 high-potential keyword phrases from across the industry and set up campaigns targeting these keywords at varying levels of intensity depending on revenue potential. To do this, we narrowed it down to a list of 25 relevant keywords related to their brand and product offerings, such as “foot massager”, “foot massage machine” and “best foot massager” (this keyword had a whopping 14.6 ROAS!). Next, we built 10 different variations of their ads; each ad was tailored to a specific keyword phrase with engaging copy and strong calls-to-action. The tuning process for each ad involved A/B testing various elements such as headlines, descriptions, landing pages (detail page vs. storefront) and more in order to identify what resonated best with customers. Once the campaigns were live, I monitored performance closely on a weekly basis to identify which ads were performing well versus those underperforming. During this stage, we also increased or decreased bids based on ad impressions, clicks and conversions in order to stay within their budget while maximizing visibility for high ROI keywords. After 2 months of running this campaign, Cloud Massage had seen an average 14% increase in ROAS over their original goal. To further optimize results I then increased their budget by 25% so that they could bid higher on more profitable terms while still staying within their monthly budget limit. This resulted in an additional 20% increase in ROAS after month 4 compared to where it had been at month 2.See MoreSEO Content Strategy with On Now Digital - 24% Increase in Web Traffic + 10% Customer Engagement
I partnered with On Now Digital, a software (SaaS) startup that serves electric utilities to develop a content creation strategy. Using the best practices in search engine optimization (SEO), I set out to develop blog topics that would help On Now Digital grow its online presence and generate more leads. First, I analyzed their current content to identify areas where improvement was needed. I looked at the keywords they were using and researched industry trends to determine which new words or phrases should be incorporated into the company’s content strategy. With this information, I was able to identify several blog topics that would be of interest to their target audience. Next, I wrote landing page copy designed specifically to optimize On Now Digital’s site for SEO. For each page, I used keyword research tools like SEMRush & Spyfu to determine what terms should be incorporated into the copy so that it was optimized for search engine results pages (SERPs). This included incorporating relevant keywords within the headlines and throughout the body of text on each page. Finally, I created social media copy for Facebook, Linkedin and other platforms. As part of this process, I determined what user-generated hashtags On Now Digital could use in order to increase visibility on social networks beyond just those directly associated with their brand. Additionally, I created compelling calls-to-action within my social media posts intended to motivate users to take action on behalf of On Now Digital’s products or services. The result of this work was an immediate boost in organic website traffic over a period of 30 days - as much as a 24% increase. Additionally, customer engagement increased by 10%, which resulted in more followers across all platforms and extended reach into new markets. Overall, the project helped drive brand recognition while boosting sales conversions significantly.See MoreWork History
T
Paid Marketing Specialist
ThrasioMay 2021 - Jun 2022 • 1 yr 2 mos Manage 20+ Sports & Consumer Goods brands for external traffic (Google to Amazon PDP) • Optimize Paid Search accounts towards profitability, ACOS targets & expansion • Implement bulk bidding rules, RSA copy, extensions and budget changes • Leverage automation platforms to create and maintain conversion-driven (sales) campaigns • Develop & execute paid search & social campaigns for ranking (SEO) effortsW
Search Performance Manager II
Walmart ConnectJul 2022 - Present • 2 yrs 3 mos• Manage sellers’ advertising accounts for the Electronics Business Unit in the Marketplace team • Analyze & improve Sponsored Search performance against sellers’ revenue & ROAS targets • Responsible for 13% lift in weekly ad spend across a combined $125K monthly budgetB
Digital Marketing Manager
Big SeaFeb 2020 - Nov 2020 • 10 mos• Lead digital strategy including paid search, organic SEO & inbound LinkedIn campaigns to generate sales-qualified prospects • Optimized advertising accounts with new strategies to produce a positive ROAS • Allocated & managed annual advertising budget across clients based on business goals • Deployed conversion tags & tracking triggers on landing pages using Google Tag ManagerP
Digital Marketing Manager
PracticeTekFeb 2023 - Present • 1 yr 8 mosPaid media management, PPC / SEM / Paid Social reportin, marketing attribution, lead generationReviews
Top EarnerHas earned $10k+ on Pangea.
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.
Education
U
University of Akron
Bachelor's Degree, Marketing ManagementDec 2014 - May 2019How Pangea Works
Effortlessly discover top talent
We’ve distilled the candidate search from endless hours down to just a few minutes. Using Pangea’s AI-powered search tools, you can find top fractional talent able to take on your next project. Our system looks at your company’s niche and your needs to find the perfect match faster than any traditional hiring platform.Start working with talent today
The top talent on Pangea is ready to get started with you right now. You can message or hire a candidate right from their profile page and start assigning work as soon as they respond. And the best part? Pangea’s fractional contract structure lets you start small and ramp up as your needs change, keeping your costs manageable and your team’s capabliities flexible.Track work and invoices in one place
Assign tasks, track progress, and complete invoices all on Pangea. We’ve combined every part of the hiring process into one platform to eliminate the miscommunication that’s unavoidable on other freelance platforms. We even send out 1099s to your contractors at the end of the year!Talk with a Talent Expert
Members of our team are available to help you speed through the hiring process.
Available NowBook a Call
Digital Marketing Strategist | Helping you boost your social & paid media presence through exceptional campaign management!
I'm a digital marketing & data strategist with a strong focus on Paid Media & SEM. With 5 years of experience in Lead Generation & Digital Analytics, I have been able to provide actionable solutions for numerous clients while exceeding revenue targets. I've worked at companies such as J&J Vision, Thrasio, and most recently at Fortune 1 Walmart Connect. My goal is to deliver the highest quality of work possible while building meaningful relationships & expanding digital growth.
Talk with a Talent Expert
Members of our team are available to help you speed through the hiring process.Available NowBook a Call
Top talent is on Pangea
You are viewing Luis's profile as a guest. Book a free call with our team to discuss your options for hiring fractional workers on Pangea's industry-leading talent marketplace.Luis Velez
Growth Marketing Manager • Social Media Marketing Specialist • Austin, TX, US
Top Earner
Digital Marketing
Marketing Strategy
Content Management
SEO
Social Media Marketing
Projects
Paid Search Campaign with Cloud Massage - 5.26 ROAS + 324% Revenue
Cloud Massage is a brand that offers a foot massager on Amazon. I partnered with them to launch a Google Ads campaign with a starting budget of $1,500 per month. The main goal of this campaign was to increase sales and ROAS (return on ad spend) over time through targeted keywords and specific audience demographics. To begin the campaign, I researched the competitive landscape in order to determine the best keywords and target audience for their ads. We identified 40 high-potential keyword phrases from across the industry and set up campaigns targeting these keywords at varying levels of intensity depending on revenue potential. To do this, we narrowed it down to a list of 25 relevant keywords related to their brand and product offerings, such as “foot massager”, “foot massage machine” and “best foot massager” (this keyword had a whopping 14.6 ROAS!). Next, we built 10 different variations of their ads; each ad was tailored to a specific keyword phrase with engaging copy and strong calls-to-action. The tuning process for each ad involved A/B testing various elements such as headlines, descriptions, landing pages (detail page vs. storefront) and more in order to identify what resonated best with customers. Once the campaigns were live, I monitored performance closely on a weekly basis to identify which ads were performing well versus those underperforming. During this stage, we also increased or decreased bids based on ad impressions, clicks and conversions in order to stay within their budget while maximizing visibility for high ROI keywords. After 2 months of running this campaign, Cloud Massage had seen an average 14% increase in ROAS over their original goal. To further optimize results I then increased their budget by 25% so that they could bid higher on more profitable terms while still staying within their monthly budget limit. This resulted in an additional 20% increase in ROAS after month 4 compared to where it had been at month 2.SEO Content Strategy with On Now Digital - 24% Increase in Web Traffic + 10% Customer Engagement
I partnered with On Now Digital, a software (SaaS) startup that serves electric utilities to develop a content creation strategy. Using the best practices in search engine optimization (SEO), I set out to develop blog topics that would help On Now Digital grow its online presence and generate more leads. First, I analyzed their current content to identify areas where improvement was needed. I looked at the keywords they were using and researched industry trends to determine which new words or phrases should be incorporated into the company’s content strategy. With this information, I was able to identify several blog topics that would be of interest to their target audience. Next, I wrote landing page copy designed specifically to optimize On Now Digital’s site for SEO. For each page, I used keyword research tools like SEMRush & Spyfu to determine what terms should be incorporated into the copy so that it was optimized for search engine results pages (SERPs). This included incorporating relevant keywords within the headlines and throughout the body of text on each page. Finally, I created social media copy for Facebook, Linkedin and other platforms. As part of this process, I determined what user-generated hashtags On Now Digital could use in order to increase visibility on social networks beyond just those directly associated with their brand. Additionally, I created compelling calls-to-action within my social media posts intended to motivate users to take action on behalf of On Now Digital’s products or services. The result of this work was an immediate boost in organic website traffic over a period of 30 days - as much as a 24% increase. Additionally, customer engagement increased by 10%, which resulted in more followers across all platforms and extended reach into new markets. Overall, the project helped drive brand recognition while boosting sales conversions significantly.Work History
T
Paid Marketing Specialist
ThrasioMay 2021 - Jun 2022 • 1 yr 2 mos Manage 20+ Sports & Consumer Goods brands for external traffic (Google to Amazon PDP) • Optimize Paid Search accounts towards profitability, ACOS targets & expansion • Implement bulk bidding rules, RSA copy, extensions and budget changes • Leverage automation platforms to create and maintain conversion-driven (sales) campaigns • Develop & execute paid search & social campaigns for ranking (SEO) effortsW
Search Performance Manager II
Walmart ConnectJul 2022 - Present • 2 yrs 3 mos• Manage sellers’ advertising accounts for the Electronics Business Unit in the Marketplace team • Analyze & improve Sponsored Search performance against sellers’ revenue & ROAS targets • Responsible for 13% lift in weekly ad spend across a combined $125K monthly budgetB
Digital Marketing Manager
Big SeaFeb 2020 - Nov 2020 • 10 mos• Lead digital strategy including paid search, organic SEO & inbound LinkedIn campaigns to generate sales-qualified prospects • Optimized advertising accounts with new strategies to produce a positive ROAS • Allocated & managed annual advertising budget across clients based on business goals • Deployed conversion tags & tracking triggers on landing pages using Google Tag ManagerP
Digital Marketing Manager
PracticeTekFeb 2023 - Present • 1 yr 8 mosPaid media management, PPC / SEM / Paid Social reportin, marketing attribution, lead generationReviews
Top EarnerHas earned $10k+ on Pangea.
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.
Education
U
University of Akron
Bachelor's Degree, Marketing ManagementDec 2014 - May 2019How Pangea Works
Effortlessly discover top talent
We’ve distilled the candidate search from endless hours down to just a few minutes. Using Pangea’s AI-powered search tools, you can find top fractional talent able to take on your next project. Our system looks at your company’s niche and your needs to find the perfect match faster than any traditional hiring platform.Start working with talent today
The top talent on Pangea is ready to get started with you right now. You can message or hire a candidate right from their profile page and start assigning work as soon as they respond. And the best part? Pangea’s fractional contract structure lets you start small and ramp up as your needs change, keeping your costs manageable and your team’s capabliities flexible.Track work and invoices in one place
Assign tasks, track progress, and complete invoices all on Pangea. We’ve combined every part of the hiring process into one platform to eliminate the miscommunication that’s unavoidable on other freelance platforms. We even send out 1099s to your contractors at the end of the year!Talk with a Talent Expert
Members of our team are available to help you speed through the hiring process.Available NowBook a Call
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