Dylan Allen
Atlanta,GA
Summary
Dynamic and results-oriented digital marketing leader with 11+ years of experience driving strategic paid media, ecommerce, and retail marketing initiatives. Recognized for leading high-performing teams, optimizing omnichannel campaigns, and delivering significant ROI for clients across diverse industries. Known for strategic agility, collaborative leadership, and building scalable digital marketing ecosystems that support sustained growth.
Overview
13
13
years of professional experience
Work History
Director, Paid Media
Highlands
01.2023 - Current
- Spearhead digital advertising strategy across SEM, retail media, and paid social platforms.
- Manage a high-performing remote team and partner agencies to ensure client success.
- Align business objectives with marketing execution to exceed KPIs and drive sales growth.
- Leveraged professional networks and industry knowledge to strengthen client relationships.
- Observed each team members individual strengths and initiated mentoring program to improve areas of weakness.
- Assisted in recruiting, hiring and training of team members.
- Implemented business strategies, increasing revenue, and effectively targeting new markets.
- Tracked trends and suggested enhancements to both challenge and refine company's product offerings.
- Key Achievements:
Increased client ROI by 30% YoY through data-led retail media campaigns.
Scaled internal media operations, reducing campaign launch times by 40%. - Reduced operational risks while organizing data to forecast performance trends.
Digital Marketing Manager
Highlands
01.2021 - 12.2022
- Developed and executed full-funnel digital strategies with emphasis on ecommerce SEO, advertising, and analytics.
- Led campaign planning across Google Ads, social platforms, and retail channels.
- Oversaw preparation of marketing copy, images, videos, emails, and other collateral.
- Developed creative presentations, trend reports, kitted assets, and product data sheets.
- Key Achievements:
Led strategic repositioning for a key client, resulting in 2x YoY revenue growth.
Created performance dashboards that improved client reporting turnaround by 50%.
Account Manager – Ecommerce
Highlands
01.2019 - 12.2021
- Developed and maintained strong working relationships with professionals within assigned Ecommerce customers
- Generated advertising structure and implamentation.
- Built relationships with customers and community to promote long term business growth.
- Identified new business opportunities through cold calling, networking, marketing and prospective database leads.
- Owned strategic ecommerce plans for B2B/B2C clients, with oversight of merchandising, promotions, and market expansion.
- Liaised between creative, analytics, and development teams to ensure campaign alignment.
- Key Achievements:
Streamlined promotional workflow, boosting time-to-market by 35%. - Consulted on global ecommerce launch for a multinational brands.
Ecommerce Marketing Specialist
Highlands
01.2014 - 12.2018
- Led SEO optimization, reporting, and competitive analysis to support sales and marketing objectives.
- Delivered product copy and campaign content aligned with promotional strategy.
- Evaluated market trends to stay current on consumer and competitor changes.
- Optimized e-commerce campaigns through A/B testing to increase online sales.
- Managed digital projects from initial concept through final implementation and live monitoring.
- Created Pay-Per-Click campaigns to drive targeted traffic.
- Key Achievements:
Developed a reporting framework still in use company-wide.
Marketing Team Director
The BP Group
01.2012 - 12.2016
- Analyzed, tracked and monitored email and direct mail campaign performance against campaign goals and budgets.
- Compiled customer sales trends and data to aid in targeting yearly sales goals.
- Promoted brand strategy and message continuity across marketing communications within multiple campaigns.
- Oversaw a team of telemarketers and email markers
Skills
- Paid Media Strategy (Retail, SEM, Paid Social)
- Amazon Ads
- Wayfair Ads
- Orange Apron
- Walmart Connect
- Overstock Ads
- Criteo
- Meta Ads
- Tiktok shop
- SEO/SEM Google Ads Google Analytics
- Amazon 1p / 2p / 3p
- Walmart 1p / 3p
- Buybox Management
- Ecommerce Merchandising
- Client Relationship & Agency Management
- Team Leadership & Cross-functional Collaboration
- Strategic Planning & Project Execution
- Performance Analysis & Reporting
- Process improvement
- Team building
- Goal setting
- Budget management
- Analytical thinking
- Problem-solving
- Hiring and retention
Timeline
Director, Paid Media
Highlands
01.2023 - Current
Digital Marketing Manager
Highlands
01.2021 - 12.2022
Account Manager – Ecommerce
Highlands
01.2019 - 12.2021
Ecommerce Marketing Specialist
Highlands
01.2014 - 12.2018
Marketing Team Director
The BP Group
01.2012 - 12.2016
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