Lauren Hartman
Chicago
Summary
Insightful Search Marketing Manager with experience developing, implementing, tracking, and reporting on data-driven campaigns across a variety of industries. Adept at analyzing data for unique insights, visualizing data to track campaign impact, and communicating campaign results to stakeholders at every level.
Overview
2026
2026
years of professional experience
Work History
Search Marketing Manager
DwyerOmega
10.2023 - 08.2025
- Managed an SEO team including an SEO specialist and a content writer; continued personally managing the PPC program as well
- Trained and managed content writer to be an SEO Content Specialist; he received a promotion and 2 raises in the year I was his direct manager
- Managed SEO team & PPC program through 2 major website redesigns, combining 2 legacy sites into one new redesigned site with new URL
- Diagnosed multiple analytics tracking issues, including a conversion event misfire that drastically inflated conversion numbers and was having a negative impact on PPC campaigns
PPC Manager
DwyerOmega
03.2022 - 10.2023
- Managed a PPC budget of between $250k and $300k per month
- Optimized Google Shopping product titles, which drove a 15% increase in CTR for titles optimized
- Implemented Quarterly Business Review (QBR) meetings with the Product Management teams. Increased communication and understanding between Product Management & Marketing
SEO/PPC Manager
Dwyer
09.2021 - 03.2022
- Managed a PPC budget of between $25k-$50k per month
- Reduced spend from $60k/month to $25k per month by restructuring account into specialized campaigns instead of relying solely on auto-generated Smart Shopping campaigns
- Managed SEO through a complete website redesign, including complete redirect mapping, coordinating with design & IT teams about SEO impact of design and CRM choices
- Drove the adoption of GA4 and conversion tracking in order to track both SEO and PPC outcomes
Paid Search Manager
Direct Commerce Group
10.2019 - 08.2021
- Managed a junior paid search analyst and worked together to complete work for all clients
- Oversaw Amazon Seller Central and Amazon DSP strategy, campaign creation & optimization, and client reporting for 8-12 clients of varying sizes
- Grew a medium-sized camping tools brand to an ad spend increase of 116% and ad sales increase of 477% through campaign restructuring, automated bid management, and regular search query maintenance
- Grew 3 insect repellent sub-brands through a 912% increase in YoY ad spend and 546% YoY total sales growth; took over management of client's 5 other outdoor product brands and lead bi-weekly client reporting presentations for client's media team
Digital Marketing Consultant
Freelance
05.2016 - 06.2020
- Independent digital marketing consultant for a financial services client; solely responsible for all digital marketing reporting and strategies
- Guided client & client's web developer through the SEO process of a complete website overhaul; oversaw content remapping, redirects, gave suggestions for site structure, and did everything possible to ensure smooth transition from old site to new.
- Implemented on-site tracking through Google Analytics and Google Tag Manager; fully responsible for conversion funnel analysis and improvement suggestions
- Over the 3 years that I was their sole Digital Marketing consultant, overall users to the site grew by 130%, organic traffic grew 171%. Paid Search traffic grew 10% in the 8 months that I managed it, with a 10% drop in CPCs over the same time period.
Senior Media Operations Specialist
Rise Interactive
09.2018 - 10.2019
- Overhauled data source for (30) different Google Sheets used by the PPC Team for daily budget pacing in 2 weeks without any major disruption to daily PPC operations
- Coordinated complex cross-channel renaming process
- Created process documentation, implementation guides, and technology POV one-sheets for distribution throughout the company
- Presented to Account Management & Media teams on processes and technical updates
PPC Specialist
Rise Interactive
08.2016 - 09.2018
- Increased ROAS from PPC campaigns $31 to $110 year over year on Black Friday for a large clothing retailer whose paid search campaigns I was managing
- Secured a $500k budget increase for a medium-sized lead gen client. Was able to ramp up spend quickly & efficiently, achieving a CPL that was 67.2% below their goal
Digital Marketing Analyst
Rise Interactive
02.2015 - 08.2016
- Used advanced Google Sheets knowledge to create a company-wide system that tracks revenue, hours worked per channel, and client expenses to calculate effective rate for each client & increase efficiency - still in place 3 years later
- Project-managed RFP responses, coordinating sales, finance, & client service teams to produce completed RFPs
- Created a database of standard RFP response stock language used for answering commonly repeated questions
Senior SEO Specialist
435 Digital, aka Tribune Content Solutions
2013 - 2015
- Oversaw the fulfillment of 20-30 SEO accounts: developed standards of work, managed part-time workers and interns to fulfill tasks, and met with clients quarterly to discuss performance and completed tasks
- Developed web development SEO standards, educated web development team, account managers, and clients on SEO best practices
SEO Specialist
435 Digital, aka Tribune Content Solutions
2012 - 2013
- Optimized website & local profiles for a fur retailer, increased organic traffic by 50%
- Educated financial services client on best SEO practices, optimized website, increased organic website traffic by 150% over the two years they were my client, implemented comprehensive conversion-tracking strategy
- Claimed & optimized 300+ Google My Business profiles for a series of franchises, including working with individual store owners to receive Google authorization PINs.
Education
B.S. - Economics
Brigham Young University
04-2011
Skills
- Google AdWords, Bing Ads
- Google Doubleclick Campaign Manager
- LinkedIn advertising campaigns
- Google Analytics
- Site Tagging & Campaign Attribution
- Excel / Google Sheets - Power Query
- Power BI, Tableau, Looker Studio
- Presenting & public speaking
Timeline
Search Marketing Manager
DwyerOmega
10.2023 - 08.2025
PPC Manager
DwyerOmega
03.2022 - 10.2023
SEO/PPC Manager
Dwyer
09.2021 - 03.2022
Paid Search Manager
Direct Commerce Group
10.2019 - 08.2021
Senior Media Operations Specialist
Rise Interactive
09.2018 - 10.2019
PPC Specialist
Rise Interactive
08.2016 - 09.2018
Digital Marketing Consultant
Freelance
05.2016 - 06.2020
Digital Marketing Analyst
Rise Interactive
02.2015 - 08.2016
Senior SEO Specialist
435 Digital, aka Tribune Content Solutions
2013 - 2015
SEO Specialist
435 Digital, aka Tribune Content Solutions
2012 - 2013
B.S. - Economics
Brigham Young University
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