Joseph Alfarero

Current

Ad Traffic Manager at Demand Media

Past

Strategic Sales Manager at Move.com
Account Manager at Yahoo! Search Marketing

Education

California State University-Northridge

Recommended

1 person has recommended Joseph

Connections

108 connections

Industry

Online Media

Websites

My Company

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 2008 — Present (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 2007 — January 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 2004 — March 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 , 1995 — 2002

Activities and Societies:

Public Relations Student Services of America (PRSSA)