Noel Cottone
Middleton
Summary
Seasoned Paid Search leader with 10 years of experience driving revenue growth for enterprise brands, specializing in retail. Skilled in developing scalable media strategies across Search, Shopping, and emerging formats. Influences stakeholders and leads teams to enhance growth through automation, audience strategy, and advanced measurement.
Overview
10
10
years of professional experience
Work History
Director, Paid Search
dentsu (iProspect)
06.2024 - Current
- Own strategy and performance for enterprise retail brands including Anthropologie, Urban Outfitters, and L.L.Bean, managing $26M+ annually
- Led team of 10 to enhance performance and establish scalable workflows
- Serve as strategic partner to clients, aligning media investment with business goals and retail seasonality
- Drove adoption of automation and AI-driven bidding strategies to optimize campaign performance
- Partner with Google and Microsoft on betas, roadmap development, and product feedback
- Led QBRs and annual planning to align investment strategy with growth objectives
Associate Director, Paid Search
dentsu (iProspect)
09.2021 - 06.2024
- Directed paid search strategy for URBN brands, managing over $3.5M in monthly spend.
- Enhanced conversion rates through implementation of audience strategies utilizing 1P and GA4 data.
- Developed strategic roadmaps and holiday playbooks, driving consistent performance across campaigns.
- Mentored six team members, enhancing efficiency through automation and QA frameworks.
- Strengthened client relationships by guiding strategy discussions and fiscal planning initiatives.
Sr. Manager, Paid Search
dentsu (iProspect)
04.2020 - 09.2021
- Managed budgets exceeding $5 million for Google, Microsoft, and Amazon.
- Developed annual strategies, forecasts, and testing roadmaps for retail, CPG, and finance brands.
- Executed optimization strategies and implemented initiatives to improve performance metrics.
- Facilitated collaboration among analytics, SEO, feeds, and client services teams to drive integrated campaign success.
Manager, Paid Search
dentsu (iProspect)
11.2018 - 04.2020
- Executed and optimized search and shopping campaigns to enhance visibility and drive traffic.
- Optimized performance through bid strategy evaluation, keyword exploration, ad copy assessment, and PLA enhancements to increase campaign effectiveness.
- Developed automated reporting templates for weekly and monthly data output to streamline performance tracking.
Sr. Associate, Paid Search
dentsu (iProspect)
10.2017 - 11.2018
- Managed daily Google and Bing paid search ads, optimizing budget allocation for maximum impact.
- Implemented A/B testing and bid strategies to optimize campaign performance across platforms.
- Analyzed performance metrics in weekly and monthly reports, delivering strategic insights to inform decision-making.
- Facilitated client performance discussions with senior team members, ensuring alignment on campaign strategies.
Associate, Paid Search
GroupM (Catalyst)
02.2016 - 10.2017
- Developed keyword strategies and managed campaign builds and budgets to enhance campaign performance.
- Executed campaigns across Google, Bing, Amazon, and Criteo platforms.
- Conducted reporting to evaluate campaign effectiveness and inform future strategies.
Education
Bachelor of Science - Mass Communication
State University of New York College At Oneonta
Oneonta, NY05-2013
Skills
- Client strategy and stakeholder management
- Retail and eCommerce advertising
- Annual planning and roadmaps
- Google Ads, SA360, Microsoft Ads
- Performance Max and AI Max
- Generative AI
- Automation and smart bidding
- Audience strategy
- Measurement and attribution
- Cross-functional leadership
Timeline
Director, Paid Search
dentsu (iProspect)
06.2024 - Current
Associate Director, Paid Search
dentsu (iProspect)
09.2021 - 06.2024
Sr. Manager, Paid Search
dentsu (iProspect)
04.2020 - 09.2021
Manager, Paid Search
dentsu (iProspect)
11.2018 - 04.2020
Sr. Associate, Paid Search
dentsu (iProspect)
10.2017 - 11.2018
Associate, Paid Search
GroupM (Catalyst)
02.2016 - 10.2017
Bachelor of Science - Mass Communication
State University of New York College At Oneonta