In the face of these challenges, I successfully managed the creation and expansion of Ancestry's digital channels both in the US and internationally, while effectively collaborating cross-functionally with teams to achieve our shared marketing goals.

Paid Search

  • Created and launched DNA testing channel in Canadian and Australian markets 
  • Constructed Ancestry’s Gmail Ads channel and increased DNA US kit sales for GDN channel by over 1,500% YoY while decreasing CPA 
  • Developed top performing email to date for CRM team by sharing best practices from Gmail Ads, resulting in a 39% higher sign-up rate than previous top performer 
  • Led landing page test for team and boosted conversion rate across channels by sharing results across teams

Performance Display & Content Marketing

  • Rapidly trained and managed direct report who was recognized for exceeding expectations through promotion
  • Created and scaled Ancestry’s Twitter Ads and Pinterest Ads channels in US, expanded to international 
  • Grew DNA kit sales by 100% YoY for display and content marketing channels across each international market 
  • Increased content marketing sign-ups over 30% YoY in each international market 
0
CPO

The Challenge

During my 3+ years at Ancestry, I spent time on both the paid search and performance display & content marketing teams, managing budgets exceeding $2 million/month. There were a few hurdles to cross before effectively implementing a successful digital marketing strategy.


Challenges:

Paid Search

  • Urgency for rapid growth of AncestryDNA kit sales and international expansion
  • Need for cross-functional collaboration to expand other marketing channels

Performance Display & Content Marketing

  • Lack of presence across paid social channels except Facebook
  • Limited international presence, resulting in insufficient family history sign-ups and DNA kit sales

The Process


The Solution

In the face of these challenges, I successfully managed the creation and expansion of Ancestry's digital channels both in the US and internationally, while effectively collaborating cross-functionally with teams to achieve our shared marketing goals.

Paid Search

  • Created and launched DNA testing channel in Canadian and Australian markets 
  • Constructed Ancestry’s Gmail Ads channel and increased DNA US kit sales for GDN channel by over 1,500% YoY while decreasing CPA 
  • Developed top performing email to date for CRM team by sharing best practices from Gmail Ads, resulting in a 39% higher sign-up rate than previous top performer 
  • Led landing page test for team and boosted conversion rate across channels by sharing results across teams

Performance Display & Content Marketing

  • Rapidly trained and managed direct report who was recognized for exceeding expectations through promotion
  • Created and scaled Ancestry’s Twitter Ads and Pinterest Ads channels in US, expanded to international 
  • Grew DNA kit sales by 100% YoY for display and content marketing channels across each international market 
  • Increased content marketing sign-ups over 30% YoY in each international market 
Skills Used

Paid Ads,Paid Ads,Paid Ads,Paid Ads,Google Shopping,Web Development,Paid Ads,Paid Ads,Paid Ads,Paid Ads,Paid Ads,Paid Ads,Copywriting,Branding,Marketing Strategy,Other,CRO

Industry

Technology

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