Alberto Merola

Planned and launched a multi-channel lead generation program that generated 300+ new leads in 90 days at a CPL under $65, leading to 2 opportunities in negotiation. Built Marketo email nurturing and used Clay to enrich leads, cutting CPL by 40% while driving 5 bookings and 255% ROI for an event sponsorship.

Launched a digital consultancy and acquired 3 clients in the first 3 months, reaching 95% project capacity since January 2024. Completed a website migration and content strategy that increased organic traffic by 300%+ and ran a social campaign that increased leads and consultations by 22%.

Managed a $250k weekly paid search budget and improved ROI by applying scaled tCPA bid adjustments, targeting 10–15% less tCPA than prior benchmarks. Built a campaign launch process that cut time to market by 50% and implemented automated dynamic search ads to raise CTR 32% with only a 7% CPC increase.

Led Genetec’s digital transformation by building and training an internal digital team and unifying centralized/regional operations to improve digital KPIs. Planned and executed the company’s first paid advertising campaigns to drive 300%+ more new leads per month, while migrating the website to a new CMS and growing non-branded organic traffic by 8% YoY.

Managed performance marketing across SEO/SEM, display, and social, improving operational efficiencies while growing luxury rental revenue. Drove a 33% increase in revenue YoY (2018), increased site traffic 10% and villa requests 44%, and reduced CPL by nearly 50% YoY through online/offline strategies and target setting.

Oversaw PPC performance for thousands of SMB accounts, keeping cost per call/contact at or below industry standards. Built a specialist team generating 100+ leads and onboarding 4 new agencies per month, scaling operations via automation/ML to grow ad copy and keyword databases by 15% in under 2 quarters.

Developed display product features by analyzing product health KPIs including revenue, profitability, and customer satisfaction. Created a training/knowledge library that increased renewal rates by 55% (2014–Q2 2015) and launched a mass market display offering that doubled market potential and increased market penetration by 6%.

Led a team of 30 specialists producing and optimizing SEM/SEO campaigns for SMBs across Canada. Improved performance KPIs by 5–7% each month in the first year, oversaw 300–500 paid/organic search campaigns per month with 95% on-time delivery, and reduced errors by 22% by implementing new production and QA methodology.

Built and managed SEM/SEO campaigns in English and French for SMBs across Canada, creating hundreds of campaigns to meet internal benchmarks. Optimized under-performing campaigns for clicks, calls, and emails and served as a go-to resource for escalations, onboarding/training, and consultation on new search product initiatives.

Optimized paid search campaigns by improving keywords, bids, and ad creatives, delivering a 15% average ROI increase for US and UK web stores in Q2/Q3 2008. Used Google Analytics to refine landing pages to match ad traffic, doubling conversion rates, and initiated peer-site outreach to increase brand visibility.

Completed a High School Diploma at Loyola High School in Montreal, Quebec.

Completed a Diplôme d’Études Collégiales at Dawson College in Montreal, Quebec.

Earned a Bachelor of Commerce in Marketing at Concordia University in Montreal, Quebec.