Kari Cappetto

Digital Growth Marketing Consultant

Freelance | 2021- Present

Senior Digital Growth Marketing Manager

Primer (SendBridge, Inc.) | 2018- 2021

• Works with clients to determine the most effective plan and strategy to drive increased performance and significant company growth
• Successfully runs a variety of paid social accounts from medium ($100,000/month) to large ($1M-$2M+/month)
• Expertise at scaling budgets quickly to significantly increase client revenue through strategy, optimizing and rapid testing

Senior Digital Marketing Manager (Consultant)

22nd Century Media LLC | 2018- 2019

Senior Digital Marketing Manager

22nd Century Media LLC | 2018- 2018

• Develop digital strategies through Facebook, paid search, display, remarketing and email to drive online traffic and revenue in support of companies fifteen online newspaper publications
• Responsible for improving the usability, design, content and conversion of company websites while reviewing new technologies to keep the company at the forefront of developments in digital marketing
• Devised and lead company’s first social media program effectively expanding audiences and increasing awareness of publications
• Collaborated with offline marketing team to develop and launch company’s first integrated marketing program to create a unified and seamless marketing experience
• Responsibile for planning and budgetary control of all digital marketing

Digital Marketing Account Director

Lever Interactive | 2014- 2017

• Account lead driving client business objectives and achieving overall account success through digital marketing channels
• Develops, manages and monitors client progress including strategy planning, overseeing budget and goal projections and recommendations
• Works closely with Account and Media teams to ensure account deliverables are effectively completed on time
• Provides innovative solutions to business issues
• Restructured several accounts that led to decreasing cost pers and significantly increasing year over year revenue growth

Senior Media Manager

iCrossing | 2012- 2014

• Lead Search Marketing Media Manager on Retail, Service and B2B Commercial clients
• Successfully drove testing and strategy for accounts, as well as daily budget monitoring, optimizations, and campaign, keyword, ad copy, and landing page launches
• Account management, strategy and recommendations lead to an 85% increase in revenue for client (YOY)
• Provides in depth reporting and analysis on account performance including current and year over year trends
• Lead account strategy by developing performance insights and initiating optimizations
• Responsible for weekly and quarterly performance presentations to clients including future marketing plans and recommendations

SEM Media Manager

iCrossing | 2010- 2011

• Responsible for reconstructing and optimizing SEM campaigns to increase online coverage and performance
• Work with tech team to ensure pixels and reports are tracking properly while providing recommendations on troubleshooting
• Provide in depth competitive analysis to ensure clients are always aware of competitive landscape
• Daily communication with clients to keep them updated on account performance and strategy
• Responsible for communication of account management progress across the team, including Associate Account Managers, Account Directors, and Manager

Senior Affiliate Manager

FTD Companies | 2006- 2010

• Manage profitable Affiliate Marketing program, successfully achieving significant year over year order growth by increasing awareness of the FTD brand as an effective, commission-based merchant
• Manage promotions, incentive programs, pricing and creative direction to ensure effective and profitable results within the program
• Optimize publisher accounts by making valuable recommendations and optimizing promotional offers (creative, copy and discounts)
• Utilize problem solving skills by compiling and analyzing performance data while making decisions regarding campaign direction based on analysis
• Monitor affiliate practices and ensure compliance
• Negotiate and review affiliate advertising (rates, commission payout and placements)
• Maximize growth potential of other online marketing programs including MSN Network, Google Display, Display Networks (Azoogle, Blue Lithium and Vendare) and Portals (United Online, Netzero and Earthlink)
• Co-Manage Yahoo and MSN Homepage Display buys including forecast analysis on past years performance, lead on creative direction, promotion and messaging
• Serve as main contact for all aspects of program management, including partial contract negotiation, creative development, program metrics and program implementation
• Lead creative direction for all online marketing network and display ad campaigns while managing direct relationships with creative design firm
• Effectively communicate with other departments to ensure proper set up, execution and merchandise availability for promotions
• Work closely with Accounting to fulfill contractual obligations, approve monthly invoicing, month end order reporting and expense accruals

Web Operations Strategist

FTD Companies | 2005- 2006

• Updated website content through content management system, while implementing new homepage units
• Interfaced with Marketing and Merchandising teams on a daily basis to implement new promotions and product
• Continuously reviewed and refined processes and procedures of the Website Operations department while ensuring adequate checks and balances are in place

Project Manager

Central Blacktop | 2002- 2005

• Provided marketing, technical and administrative support to the Estimating Department.

Marketing Associate

CNA Insurance | 2001- 2002

• Assisted corporate Investment Products marketing team with product web site development
• Responsible for analyzing statistical performance and supported key departmental projects
• Initiated a study of competitive web sites to determine their search engine ranking and performance as compared to the company's current standings
• Evaluated and reformatted META Tags for product web site cnavariable.com to increase search engine ranking from near zero to 50, which eliminated the need for an outside vendor
• Analyzed monthly statistics to establish the progress of cnavariable.com to better understand how to strengthen the site's performance
• Provided leadership within the web team to research and evaluate outside web developers in selecting the most cost effective and state of the art capabilities for the redesign of company product web site