Evette De Santiago

PROFESSIONAL SUMMARY

Education

Results-oriented marketing leader with over 18+ years of experience in multiple industries driving company growth through creative and innovative marketing strategies. Strong stakeholder communication skills and well-known for creating positive workplace culture and high-performing teams.

Bachelor of the Arts, Communications

California State Fullerton

skills

Experience

Sr Manager, Marketing Optimization, 12/2019 - 05/2023

System1, Marina Del Rey, CA (Remote)

• Built and directed team of conversion rate optimization specialists and marketing analysts with focus on user interface A/B experimentation (front end and technical backend)
  
• Highest recent A/B test series resulted in estimated aggregated 35% revenue per session lift; Created first major milestone of $1M in revenue per week for newest business line
• Worked closely with Product team on A/B experimentation into compliance guidelines with strict deadlines in order to maintain exclusive and instrumental ad feed partner relationships with Google, Bing & Yahoo; Recently saved company from potential -22% revenue per session hit due to compliance changes, with meticulous and continual experimentation cadence
• Worked closely with Product Team using OneTrust platform to comply with GDPR & CCPA guidelines:
• With initial implementation of OneTrust, saved company from -4% revenue per session hit on EU traffic by meticulously testing into parity or better.
  
• Directed UI experimentation for 4 major revenue driving marketing funnels/flows which consisted of over 40+ websites and 20+ stakeholders (Search Engine Marketing, Lead Generation, Content Marketing and Organic Search Marketing)
• Worked directly with media buying team leads on experimentation ideas and prioritization for optimal marketing performance both on ad creatives and UI (full flow).
• Created full process of optimization and experimentation for idea creation, prioritization, experiment launch, monitoring, measuring/reporting and documentation
• Prioritized regular team building events (both virtual and in-person) for optimal team performance and communication
• Volunteered for leadership roles for employee resource groups

Director of Product & Operations, 10/2013 - 11/2019

RateSpecial / RSDataTech, Pasadena, CA & Manchester, England

• Led organization in execution of best practices of A/B testing and data driven business decision making for marketing, product and billing
  
• Worked closely with marketing services, tech and design teams to plan and execute all front end and back end testing for owned and operated credit score and report product in UK as well as US credit score and report lead generation sites
  
• Created and tested custom experience for 100+ publishers to ensure optimal sales performance on publisher creatives, lead generation flows, 'Decline' pages and 'Thank You' page
  
• Worked closely with billing team to come up with optimal monthly trial billing scheme while maintaining merchant processor relationships in UK
  
• Optimized customer service call center by implementing new technologies for better efficiency
  
• Managed relationship with CallCredit/Transunion
  
• Worked closely with compliance leads on implementation of GDPR EU compliance
  
• Managed UK regulatory FCA audit of UK credit products
  

Sr Search Engine Marketing Analyst, 09/2005 - 10/2013

Mezi Media / ValueClick, Monrovia, CA / Shanghai, China

• Planning, execution, & analysis of search, banner & contextual campaigns for Google, Bing, Yahoo AOL's Advertising Network, Facebook and Outbrain
  
• Created plan of variations to A/B test on Company's portfolio of 10+ websites.
  
• Conducted competitive analysis and data analysis to find opportunities for optimization
  
• Encouraged best practices of SEO & SEM for all properties.
  
• Managed interns & copywriters as well as collaborated with BI team & in-house designers for campaign launch preparation.
  
• Kept informed of quickly evolving search industry by regularly reading various search industry publications and attending industry conferences such as SMX Advanced and PubCon
  
• Completely revamped in-house email marketing system to Mail Chimp
  
• Trade show event exhibitor experience
  
• Collaborated with team in Shanghai on new project launches & managed daily tasks
  

• UI & Creative Experimentation
• Multi-Vertical Marketing Experience
  
• Multi-Stakeholder Collaboration
  
• Product Development & Messaging Strategy
  
• Google Analytics, Tableau, HitPath, LinkTrust
  
• Compliance Management
  
• Organic & Paid Search Expert
  
• JIRA & Confluence for Communication & Documentation
  
• Optimizely A/B Testing Platform
  
• OneTrust GDPR EU & CCPA
  
• Operational Efficiency