Strome College of Business

Director of Paid Media at Refine Labs  -  B2B Demand Acceleration & Revenue Optimization

Washington, District of Columbia, United States

Refine Labs is a demand accelerator for B2B SaaS companies. We help companies increase marketing’s contribution to qualified pipeline and revenue while lowering customer acquisition costs.Through our Demand Acceleration Framework, we build a system to capture existing market demand in intent channels and create new demand in awareness channels. We test, iterate, and push boundaries to continually bring new strategies into your marketing mix - giving you the edge over competitors.

Refine Labs

Director of Paid Media

- Planned a multi-channel digital awareness and persuasion campaign aimed at driving voter turnout in Michigan for a state representative candidate

-  Managed a digital advertising & creative team to deliver an integrated marketing campaign

Tech for Campaigns

Team Lead (Volunteer)

- Designed and executed media plans for disruptive B2B and e-commerce brands in a fast-paced agency setting.
-  Created roadmaps planning strategic initiatives & optimization efforts to hit KPI goals across a portfolio of clients.
-  Cultivated strategic relationships with client stakeholders at the CMO-level by presenting high-level strategy in weekly and quarterly meetings.
-  Implemented testing initiatives in key areas including ad creatives, campaign messaging, landing page design, and audience segmentation
-  Coordinated routine account maintenance by training and delegating to direct reports and production teams.

3Q Digital

Digital Marketing Account Manager

- Developed and administered a survey with a sample size of nearly 100 students, to audit the previous PR plan, and create a new plan.

-  Under the new PR plan, Facebook reach increased by 60% per week.

-  Created weekly and semiannual analytical reports using data from Facebook, Twitter, Instagram, and YouTube analytics.

-  Posting an average of 15x per week, earning 20% more followers on Facebook per week.

Christian Williams