COOP Alum Spotlight: Rodolfo Guerrero

The COOP Alum Spotlight is a series highlighting the alums in our community. These alums share stories of their journey, experiences, and lessons learned.

Tell us about yourself

I graduated from The City College of New York with a double major in advertising and sociology. Afterwards, I joined COOP and was a member in Cohort 2. I am currently in my third year working in the search engine marketing field. Currently, I work at Ai Media Group as a Digital Marketing Manager. I really enjoy the work and hope to be more senior in my role in the future. I’d also like to work more with market research and identify user trends.

What did you think digital marketing was before you joined COOP?

I really wasn’t sure. I was under the assumption that it was a bunch of online banners and advertisements on screen. I didn’t realize how much more goes into marketing.

How has this perception changed?

I now know that digital marketing is an endless amount of data mining to refine campaigns and reach desired audiences. It’s based on cues from the real world and online trends.

What is your role and how does it fit into digital marketing?

I am a SEM Digital Marketing Manager at Ai Media Group. We are a mid tier independent digital ad agency. I am a member of the search team and am responsible for the creation, maintenance, and execution of SEM campaigns. My department is currently at about 10 people with each member being responsible for a few different accounts. My role is pretty much the frontline for search. I deal with Adwords and Bing day in and day out. I also work with Facebook advertising and Youtube.

Walk us through your day. What does it look like?

I am usually managing daily budgets. Often times, I am refining campaigns based on overall performance. Depending on objectives, I may be looking into the competitive market space, researching keywords, strategizing tactics, and launching new accounts.

The bulk of my job is to analyze the market space and try to meet and exceed client goals (this could be revenue or a desired actions being performed on the site, such as signups and contacts).

I also create campaigns and optimize them based on performance metrics. I take into account performance based on time of day, day of week and overall visibility on the Search Engine Results Page. I’m also responsible for providing insights back to the client based on performance and making strategic suggestions such as re-marketing.

If you could tell your past self one thing before joining COOP about digital marketing what would you say?

I’d tell myself that digital marketing is an exciting field. The bureaucracy can be frustrating but as long as I’m dedicated to learning, I will be just fine. Most importantly, I would tell myself to be patient because that dream job doesn’t just fall out of the sky. It’s going to take patience and people skills.

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