Erick Ortiz

Led B2B Paid Search for ChatGPT Business/Enterprise, managing a ~$70M portfolio across 30+ countries. Directed a 5-person team (3 direct reports) and established scalable processes and reporting frameworks. Collaborated with cross-channel media teams across Paid Social and Programmatic to align global acquisition strategy and optimize full-funnel performance. Expanded into 13 new markets using LTV modeling and search demand insights. Increased conversion volume by 75% via Broad Match adoption and strategic global expansion. Launched enterprise initiatives and rapid-response campaigns during competitor launches.

Led strategic direction of a $60M annual performance media program with primary focus on Paid Search while partnering with Paid Social team to align cross-channel acquisition strategy. Managed a team of 6 (2 direct reports), fostering a culture of accountability, growth, and collaboration. Presented performance insights and strategic recommendations to senior clients and internal stakeholders. Delivered thought leadership through testing frameworks, trend POVs, and innovation planning. Drove 45% lift in conversions by pioneering Performance Max, leading to Lexus’ first Google Ads case study. Built and maintained relationships with clients, key vendors, platforms, and technology partners.

Administered Consumer & Small Business Banking Paid Search & Paid Social campaigns. Managed 2 direct reports and oversaw a team of 8, developing the skillsets and delegating responsibilities. Restructured & consolidated the highest priority Wells Fargo Paid Search campaign, a $45M annual budget. Produced key conversion improvements, improving CPA & CVR by -22% & +18%, respectively. Restructured team processes and documentation to streamline responsibilities and deliverables. Persuaded clients to test new SEM Alphas, Betas, and opportunities to maximize performance. Spearheaded the first iteration of the WF Mobile App Google Ads App campaign. Advised on, assembled & conducted 7-Cell DOE Paid Search incrementality test.