LAUREN
HOTSON
-+61
2
8005
7558
LinkedIn.com/laurenhotson
PERSONAL
PROFILE
Innovative,
confident
and
highly
organized Online
Marketer
with
strengths
in
project
planning
and
budget
management
with
a
proven
track
record
of
developing
and
executing
successful
digital
marketing
strategies
for
a
host
of
global
clients.
Up-‐to-‐
date
with
constantly
evolving
technologies
in
social
marketing,
search
engine
marketing
tools
and
website
design.
EMPLOYMENT
HISTORY
Managing
Director
–
(March
2014
–
present)
Digital
Pollinators
–
Self-‐Employed
Marketing
Consultancy
Business
• Responsible
for
business
acquisition,
client
relationship
management
and
assuring
the
successful
execution
of
all
digital
marketing
campaigns
for
our
clients
• Successfully
built
and
launched
7+
websites,
one
of
which
was
a
50+
page
dual
language
mobile
optimized
site
for
a
well
known
restaurant
franchise
of
35+
outlets
in
Indonesia
• Successfully
rebuilt
and
optimized
a
clients
existing
AdWords
PPC
account.
In
doing
so
I
was
able
to
reduce
their
CPA
(cost
per
acquisition/lead)
by
89%
within
the
first
2
months
of
running
the
account
• Business
consultancy
work
with
start-‐ups
to
refine
their
business
strategy
and
planning
prior
to
building
their
website
and
creating
a
multi-‐platform
digital
marketing
strategy
Social
Media
Director
–
(Oct
2012
–
March
2014)
MEC
(GroupM)
–
Media
Agency
• Responsible
for
planning
and
management
of
$5.8M
combined
social
media
budget
across
the
Marriott
portfolio
in
2013
• Lead
social
strategy
and
vision,
ensuring
that
recommendations
and
decisions
are
consistent
with
client
objectives,
goals
and
brand
message
• Successfully
project
managed
7+
social
media
activations
over
a
12
month
period,
requiring
close
co-‐ordination
with
developers,
legal
counsel,
PR
and
creative
agency
partners
to
deliver
upon
client
objectives
and
goals
• Mentoring,
training
and
career
development
of
junior
team
members
and
interns
• Supervise
the
social
community
management
process
and
work
with
Managers
and
Associates
to
implement
the
strategic
direction
across
all
owned
social
platforms
• Manage
the
team’s
scope
of
work
and
communicate
expectations
effectively
with
clients
• Assist
in
high-‐level
crisis
management,
advising
clients
and
working
with
internal
and
external
teams
on
a
resolution
• Developed
a
measurement
framework
and
establish
benchmarks/
KPIs
to
measure
the
success
of
all
social
campaigns
and
activity
• Produced
a
highly
targeted
global
social
strategy
for
The
Ritz-‐Carlton,
resulting
in
479%
increase
in
Facebook
social
interactions
and
an
engagement
rate
8x
higher
than
the
Travel
industry
avg.
and
9x
greater
than
the
Luxury
industry
avg.
Search
Account
Manager
–
(Feb
2011
–
Aug
2012)
MediaCom
(GroupM)
–
Media
Agency
•
•
•
Worked
closely
with
the
internal
Entertainment
Division
on
the
Universal
Music,
Universal
Pictures
and
Electronic
Arts
business
for
the
APAC
region
to
develop
and
execute
integrated
online
marketing
strategies
across
a
number
of
Search
Engines
and
Social
Media
platforms
Won
$400K+
new
account,
enabling
team
headcount
growth
Strategy
and
project
management
of
a
integrated
SEM,
SEO,
Social,
Affiliate,
Display,
Retargeting
&
Shopping
1
acquisition
marketing
plan
for
Origin
(the
Electronic
Arts
(EA)
Store
in
Australia,
Japan
&
Korea)
• Assist
clients
with
setting
up
their
Google
Analytics
set
up;
establishing
goals,
funnels,
profiles,
filters,
• Launched
one
of
the
first
new
Rich
Media
Ads
by
Google
for
the
new
release
‘Battleship’
movie
by
Universal
Pictures,
which
resulted
in
high
level
engagement
with
a
25%
CTR
and
low
$0.35
Avg.
CPC
• Developed
systems
&
processes
for
managing
schedules,
deliverables,
budgets
and
cross-‐regional
responsibilities
for
multiple
gold
title
games
for
EA
Games
APAC
Search
activity
• Improved
the
Search
team’s
end
of
month
financial
invoicing
process,
which
dramatically
reduced
financial
account
queries,
the
need
for
invoice
adjustments
and
improved
client
payment
times
• Nominated
for
the
MediaCom
Advance
program
-‐
a
National
fast
track
scheme
designed
to
offer
coaching
for
future
business
leaders
Search
Executive
–
(Jan
2010
–
Feb
2011)
Deal
Group
Media
(dgm)
–
Search
&
Affiliate
Marketing
Agency
• Fulfilment
of
PPC
campaigns
for
a
portfolio
of
Australian
&
New
Zealand
clients,
including
but
not
limited
to
Estee
Lauder,
Georg
Jensen,
Fairfax,
Beacon
Lighting,
Johnson
&
Johnson,
Autodesk,
Wine
People,
Wellington
Tourism
and
Auckland
Tourism
• Reached
clients
ambitious
targets
within
3
weeks
of
launching
the
SEM
campaign
for
Wine
People
and
Laithwaites
Wines
• Built
and
managed
Auckland
City
Tourism’s
Big
Little
City
SEM
campaign,
growing
the
budget
by
13.5%
over
the
space
of
3
months
• Wrote
and
produced
an
internal
fortnightly
newsletter
updating
the
staff
on
Google’s
latest
Ad
Innovations,
highlighting
recent
implantations
of
these
search
ad
innovations
across
various
accounts
Assistant
Producer
–
(Jul
2006
–
Aug
2007)
Spinifex
Interactive
-‐
Media
Production
Company
• Booked
internal
resources,
communicated
project
requirements/changes
to
designers
and
uploaded
project
design
files
to
the
FTP
for
client
review
as
part
of
the
Doha
Olympic
Games
project
(Jul
06-‐
Jan
07)
• Worked
hand-‐in-‐hand
with
the
engineering
team
to
refine
the
company’s
internal
FTP,
improving
client
asset
approval
process
and
workflow
• Created
the
company
induction
manual,
implemented
a
new
employees
orientation
process
and
worked
with
the
IT
team
to
create
an
internal
office
wiki/blog
to
improve
the
company’s
knowledge
management
TECHNICAL
SKILLS
Confident
building
basic
responsive
design
websites
using
WordPress,
Squarespace,
WIX
and
Dreamweaver
Proficient
using
a
host
of
social
media
tools
and
platforms:
Facebook
PowerEditor,
Twitter
Ads,
Simply
Measured
Reporting,
Hootsuite
• Experienced
using
Google
Marketing
products:
Adwords,
Adwords
Editor
and
Google
Analytics
and
other
agency
search
tools
• Ability
to
maximise
search
campaign
ROI/ROAS
• Tracking
tag
implementation
• Copywriter
EDUCATION
•
•
•
•
•
•
•
•
Diploma
in
Management
(2011)
Google
Adwords
Professionally
Qualified
(2010)
Google
Analytics
Professionally
Qualified
(2010)
Yahoo
Search
Marketing
Ambassador
(2010)
Storm
Analytics
Professionally
Qualified
(2010)
Bachelor
of
Business
–
Major:
E-‐Business
(Marketing)
/
Sub-‐major:
Small
Business
Accounting
(2009),
University
of
Technology,
Sydney
(UTS)
–
Graduated
with
Distinction
and
a
Dean’s
Merit
Award
2
PERSONAL
INTERESTS
•
•
•
•
Certified
Yoga
Teacher
Listening
to
live
music,
attending
music,
arts
&
cultural
festivals,
Art
Galleries
and
Museums
Enjoy
outdoor
activities
such
as
skiing,
scuba
diving,
hiking,
softball
and
surfing
Hobbies
include
ceramics
and
photography
3