Adam Willhoeft Skills and Experience (2012)

Skills and Experience Summary
• 7 yrs. experience, with specific to digital/social media strategies and digital media buying
• 4 yrs. experience in a project manager role
• Bought and optimized over $25,000,000+ in ad inventory for online campaigns
• Managed annual advertising budgets over $12,000,000+
• Performance Driven – it all comes down to ROI
• Strong ability to influence key stakeholders and related decisions
• Ability to lead, work autonomously and collaboratively in a fast-paced team environment delivering top quality results with a positive demeanor
• Strong history in managing client relationships and expectations
• Adapts to change quickly

Project Management

• Managed complex multi-disciplinary project teams through all phases of the project life cycle, providing leadership, coaching, and training to achieve aggressive targets
o Evaluated deliverables to ensure the work met requirements and maintained a high level of quality
• Proficient in the direct management of cross-functional production teams
o Managed a team of eight (2 media buyers, 2 designers, 2 developers, and 2 network engineers)
• Fluent with the use of project management tools and methodologies.
o Advanced skills in Microsoft Project, Microsoft Office, and Visio
• Ability to think “outside the box” and contribute to the improvement of internal processes
• Managed digital marketing budgets using ROI reporting/forecasting through monitoring, data and statistical analysis
o Tracked and analyzed the performance of digital marketing campaigns in order to recommend ways to optimize programs that deliver value and surpass objectives.
• Strong analytical and problem solving skills

Digital Media Buying (Web|Mobile|Social|Video|Email)

• Google Adwords certified
• I’ve personally bought and optimized over $25,000,000+ in online ad inventory for campaigns
o P&L accountability and competitive against KPI’s
o Optimized and analyzed results of purchased media in order to maximize revenue opportunities, and reach campaign objectives
 Conducted A/B and multivariate testing to optimize landing pages
• Expertise in performance branding and digital strategies in national and international markets
o Developed online brand strategies and ensured consistent messaging across all customer/consumer touch points
• Acquired web and mobile inventory in RTB from all the major DSPs and ad exchanges with the help of DMPs on a CPA, CPC and CPM basis
o Ability to manage complex negotiations to successful closure and delivery
o Handled the tasks of generating insertion orders, sending out creative, and confirming ad space and tracked the delivery of all purchased media
o Increased client cookie pools up to 100x
• Experience with ad serving platforms (Mediaplex, Zedo, Doubleclick, Sitescout, ADTech, Atlas)*
• Relationships with all the media representatives within all the top advertising and mobile networks
• High proficiency in Excel for reporting and analysis
• Analyzed user behavior using web analytics tools (Google Analytics, Clicktale, Omniture, Prosper202)

Search Engine Optimization(SEO)

• Solid understanding of search engine ranking factors, algorithms, site architectures and strategies. (Post Google Panda)
o Ranked a client on the first page of Google for the keyword, “home phone”
• Extensive experience with keyword research, density analysis, reporting and link building tools
• Ability to analyze and translate quantitative and qualitative data from web analytics tool into an actionable SEO plan
• Ability to execute a link building strategy that will lead to improvement of lead generation and web prominence in order to gain leadership position online
• Established progressive link building campaigns.
• Monitored competitor’s websites to establish “best practices” for improving website content, SEO strategy and lead generation.
• Understanding the social media environment, including blogs, social networks, article directories and forums as an important component for SEO.
• Researched, identified and established partnerships with authoritative web sites for link-building
• Up to date on current search engine news, trends, algorithm changes, and SEO best practices


Ryerson University, Toronto, ON
Bachelor of Commerce in Information Technology Management


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