Michael Coughlin

Current

Paid Search & Media Manager at Acronym Media

Past

Website Manager / Designer / Content Manager at Wollaston Golf Club
Creative Services Specialist at Playboy Golf
Account Specialist at SpiderSplat Consulting, Inc.

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Education

Boston University

Connections

109 connections

Industry

Online Media

Websites

My Company

Michael Coughlin’s Summary

• Degree from one of America's top communication schools
• 8+ years experience in online space
• 5+ years with pay-per-click (PPC) / client management experience
• Web analytics expert with wide range of tools
• 1 of first 5 employees at once startup company
• Strong mix of creative & technical skills
• Currently managing $8+ million in annual media spend
• Integrated relationship with SEO, Analytics, Social Media, Usability Departments
• Current & Past Client Experience: Humana Medicare, Four Seasons Hotels, Wharton School of Business, Sony Music Entertainment, BMW, SAP, Sirius Satellite Radio, Scholastic, Tribune Company, LA Times

Michael Coughlin’s Specialties:

• Global Paid Search Management
• Search Technology Development
• Media Buying/Planning
• Client Performance Reporting
• Account Management
• Web Analytics
• Usability
• Affiliate Program Management
• Trademark Monitoring
• Competitive Intelligence
• Campaign goals include Lead Generation, Sales, & Brand Awareness

Michael Coughlin’s Experience

Paid Search & Media Manager

Acronym Media

(Online Media industry)

January 2005 — Present (4 years 11 months)

• One of the original five employees at this once startup company
• Currently working towards the complete integration of paid search & online media processes
• Guide the department’s overall strategy for defining & attaining client goals
• Train new employees globally in all department-specific procedures
• Active participant in most client-facing performance calls
• Serve as a global paid search & media vendor relationship manager
• Expert in website analysis with a wide range of tools
• Oversee the development and customization of client performance reports
• Utilize cross-departmental data from the SEO, Social Media, & Analytics teams in altering strategy
• Work with the product development team in creating technology that is designed for creating efficiencies
• Delegate tasks, monitor hours, write performance reviews, & manage team’s overall growth
• Involved in pitches for new business & creation of creative decks and proposals
• Spear-headed strategy for a global SAP campaign that was among the finalists for the 2008 ClickZ Marketing Excellence Award for Search Ad Management
• Years of experience with clients in many industries, including B2B technology, entertainment, publishing, healthcare, automotive, retail, e-commerce, higher education, hospitality, & non-profit
Website Manager / Designer / Content Manager

Wollaston Golf Club

(Hospitality industry)

May 2001 — December 2005 (4 years 8 months)

• Independently managed, publicized & enhanced website content & design from origin of the site; page views & site logins increased by more than 5-fold since I first took the position
• Measured & analyzed website statistics, including page impressions, search engine referrals, top-referring URLs through WebTrends interface
Creative Services Specialist

Playboy Golf

(Entertainment industry)

January 2004 — January 2005 (1 year 1 month)

• Maintained & updated content for Playboy Golf website; duties included editing & uploading corporate logos & event photos
• Assisted in the evaluation & redesign of the corporate brand image, including color schemas, general look
• Designed full-page, four-color ad that was published in Playboy Magazine
• Designed creative emails, invitations, proposals, & brochures targeted towards potential participants & corporate sponsors
• Collaborated with vendors from all parts of the US & Canada in insuring prompt production of print collateral
Account Specialist

SpiderSplat Consulting, Inc.

(Privately Held; Internet industry)

January 2004 — May 2004 (5 months)

• Developed & managed extensive PPC campaigns for a number of clients, including one of the nation’s largest online battery resellers, a growing baby products e-commerce site, & an electrical products warehouse
• Worked to maximize ROI & lower CPA for major clients through effective bid management strategies