Joseph Alfarero

Ad Traffic Manager at Demand Media

Greater Los Angeles Area

Current
Past
Education
  • California State University-Northridge
Connections
108 connections
Industry
Online Media
Websites

Joseph Alfarero’s Summary

Online marketing and advertising professional with deep client relationship building abilities and strong sales background.

-Exclusively worked in online media from paid search, SEO, paid inclusion, fixed intergration sponsorships and display media.

-Extensive sales background in traditional mediums from print, retail and online.

-Worked in many different facets of verticles from education, finance, real estate, auto and entertainment.

-Created many successful advertising campaigns and deep knowledge of online metrics (CPM, CPA, CPC, CPL, eCPM, etc.).

Joseph Alfarero’s Specialties:

-Knowledge and understanding in using ad serving/reporting systems such as Dart, Atlas, Right Media, Mediavisor, Mediaplex, MS Sharepoint, Omniture, Revenue Science and Google Analytics.

-Experience in bid management tools and ad system use such as Yahoo Search Marketing, Google Ad Words and MS Ad Center.

-Familiarity and usage in XML, Javascript and HTML.


Joseph Alfarero’s Experience

  • Ad Traffic Manager

    Demand Media

    (Privately Held; Internet industry)

    March 2008Present (1 year 5 months)

    • Successfully managed, tagged, tracked and implemented advertising campaigns from both internal sales team and network partners.
    • Served as liaison to general managers and marketing to setup ad serving and tracking systems in place for display advertising on new properties.
    • Responsible for testing, monitoring and approving all display ads running on sites.
    • Point person on ad operation initiatives and served as project lead.
    • Ongoing analysis of traffic data from ad server, campaign optimizations and network.
    • Worked with sales in increasing overall remnant and premium CPM’s.
    • Generated reporting for management and sales to track performance of sites.
    • Implemented standardized processes for ad-hoc pacing and inventory forecast reports.
    • Routinely troubleshoot ad serving issues and weekly calls with support.
    • Supported marketing and sales teams with all ad-hoc requests.
    • Coordinated with creative vendors to implement and troubleshoot ads.

  • Strategic Sales Manager

    Move.com

    (Public Company; MOVE; Internet industry)

    April 2007January 2008 (10 months)

    • Strategically managed and optimized display media advertising.
    • Established strong relationships working closely with advertising agencies and direct clients.
    • Expanded on and maintained a solid book of business with budgets in excess of $100K monthly.
    • Proactively analyzed performance and pacing of accounts using third-party ad tools.
    • Researched client industry to gain extensive knowledge and best practices for campaign performance.
    • Supported sales with new RFP’s, pricing and inventory analysis as well as monitor daily revenue.
    • Created effective optimization suggestions to increase spend, up-sell opportunities and assist with renewal process.
    • Communicated and collected materials for campaigns (fixed integration, print, and display) and coordinated with internal departments.
    • Ensured accuracy of account set up and provided post sales assistance.
    • Initiated and handled all change orders.

  • Account Manager

    Yahoo! Search Marketing

    (Public Company; YHOO; Internet industry)

    December 2004March 2007 (2 years 4 months)

    • Responsible for expanding, managing and optimizing a portfolio of national accounts with campaign budgets totaling in excess of $1.2 million/mo.
    • Established close working relationships with Marketing Directors and CEO’s of medium to large companies.
    • Analyzed account performance by optimizing pricing strategy, client ROI goals, data reporting on current objectives and industry marketplace.
    • Researched and compiled in-depth analysis on current market conditions and trends.
    • Actively worked with cross-marketing teams to introduce new product developments and assisted in various projects to the department.
    • Provided outstanding customer service in responding to general and specialized client requests via phone and email.
    • Facilitated collateral lead duties which included; distributing marketing information, continued updates on products and training new hires.


Joseph Alfarero’s Education

  • California State University-Northridge

    Communications , Marketing , 19952002

    Activities and Societies:
    Public Relations Student Services of America (PRSSA)

Additional Information

Joseph Alfarero’s Websites:

Joseph Alfarero’s Groups:

  •    AdMonsters
  •    Yahoo Alums
  •    eMarketing Association Network
  •    Online Advertising Professionals
  •    Cal State Northridge Alumni Network
  •    thinkLA
  •    Yahoo Employees and Alumni Group
  •    Move, Inc. Alumni

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