Daniel Lassman Consulting
Owner, CEO
February. 2020 to Present

I launched this business at the start of 2020 and have been independent ever since. I create marketing systems that enable executives to scale their businesses.

• Create and implement full marketing funnel strategies for businesses looking to drive leads, increase revenue and reduce marketing waste

• Channels managed: Google Ads, Meta/Instagram Ads, TikTok, Microsoft Ads, Email and SEO

• Clients include: Allstate, Reforge, The Motley Fool, AudioEye, BoIA, Apprisen, 94n.digital, K4 Consulting

• Industries served: Insurance, healthcare, accessibility, personal finance, real estate, content creation, local home services, online education

Expedited Travel
Digital Marketing Manager
June 2019 to Feb. 2020

This company is in a highly regulated and competitive industry that presented a lot of opportunities to problem solve and think differently about paid search and social campaigns.

• Hired to manage and optimize Google Ads and Bing Ads paid search, display and video budgets totaling $15 million

• Due to market changes, my new primary focus was to diversify the company’s marketing mix with tactics such as technical SEO, programmatic advertising, and paid social (Facebook, LinkedIn, Pinterest)

• Developed organic search content strategy to consolidate 11 websites, find missing keyword opportunities and grow organic search traffic.

Bullseye Strategy
Sr. Director of Search & Analytics
September 2016 to March 2019

"Agency life" can be difficult but this is one experience I am very thankful for. These were very formative years and I learned so much from the owners and my coworkers.

• Create and implement the organic (SEO) and paid search (PPC) strategy for the agency and its clients

• New product launch of Motif, a photo book service by Fortune 500 company R.R. Donnelley

• For SundaySky, the leading personalized video SaaS, drove a 290% increase in conversions, 70% decrease in cost per conversion and 240% increase in conversion rate by using white papers, landing pages, lead generation, advanced PPC techniques and bidding strategies

• Rebuilt Corcoran Real Estate’s PPC account, driving a 27% increase in conversion rate, a 32% decrease in cost per click and a 24% increase in agent email leads

• Conduct extensive SEO, PPC and Google Analytics audits to determine client strategy and tactics

• Lead and present quarterly business reviews to showcase results and present future strategy

• Manage Google Ads and Bing Ads budgets totaling $3.5 million annually in 2018, a 55% YOY increase

Cendyn
Analyst, Sr. Analyst, SEM Manager
August 2013 to August 2016

I took this job because I wanted to learn Google Ads and SEO and I grew here from an analyst to leading a team of 10.

• Led team of 11 SEM analysts, coordinators and interns who managed over 300 SEO and paid search hotel/hospitality clients with $14 million in PPC billings, including Fortune 500 brands

• Personally managed the paid search and SEO programs of the company’s largest client, with a paid search budget of over $4.2 million/year, driving $22 million in revenue for 50 Caribbean resort properties

• Built and implemented entirely redesigned SEO and linking programs to drive greater value and improve performance

• Conceptualized, created and delivered sales presentations to potential SEO and SEM clients

• Led the planning, execution, and reporting of client SEO and paid search strategies

• Drove incremental return on ad spend increase of 16% Y oY through advanced paid search techniques, analysis of past performance data and convincing decision-makers to increase budgets

• Effectively communicated SEO and site design recommendations to clients and coordinated their implementation and completion cross-departmentally with account managers and client services

• Using internal and external CMSs, updated and optimized site content to increase revenue and Analytics goal conversions as well as improve the user experience while exceeding client goals and standards

• Chosen to represent Cendyn to speak about SEO and paid search tactics and industry trends at client’s management meeting in Seattle, W A

A4M
Project Manager
June 2010 to August 2013

Describe the service and how customers or clients can benefit from it. This is the place to add a short description with relevant details, like pricing, duration and how to book.

• Managed a $11 million/year advanced online education system (SaaS) for physicians and healthcare providers by improving system efficiency, providing client tech support and negotiating vendor contracts

• Managed a custom-built CRM/CMS, taking corporate needs and creating actionable plans to improve sales rep efficiency, automation, marketing intelligence, and financial reporting

• Designed, built and administered corporate website that successfully increased leads, improved SEO and better communicated A4M’s message, resulting in record revenue increases

• Produced events ranging from 50 to 3,500 people, including budgeting, logistics, A/V , traffic flow, marketing, signage, and onsite promotions

• Designed and implemented IT infrastructure and logistics plan to move the company to a new building, enabling 35% growth over the previous year; also provided desktop support

• Managed onboarding process for all new employees, including IT, office setup and sales training

Cell Science Systems
Brand Manager
May 2008 to May 2010

Describe the service and how customers or clients can benefit from it. This is the place to add a short description with relevant details, like pricing, duration and how to book.

• Created complete strategic marketing plans through traditional and new media channels

• Built a Google AdWords campaign that increased 2009 website sales by over $85,000 year over year

• Utilized social media to improve customer awareness and outreach by responding to posts, tweets, and blogs related to the ALCAT Test

• Developed branding standards manual, resulting in cleaner, more efficient marketing materials that streamlined sales logistics and information distribution

• Negotiated and managed contracts with print, design, web and logistics vendors

• Successfully built and managed a webinar training program for healthcare practitioners

• Trained sales representatives on products and effective sales techniques

• Managed all trade show activities, from onsite marketing to logistics and price negotiation

• Built and managed a $400,000 marketing and advertising budget