Scarlet Lento Cell: (602) 920-1093 21535 Erwin Street #111, Woodland Hills, CA 91367

sl1a5eb10@westpost.net

QUALIFICATIONS Dedicated, results-driven senior marketing professional with an 11 year proven track record of accomplishment in online and offline B2C media strategies in sup port of business goals and objectives that boost the bottom line. Managed multi-million dollar advertising budgets that drove year-over-year prof it growth. Ability to solve multi-dimensional problems, analyze performance, marry technol ogy to need and transfer knowledge in a coherent and competent fashion. Proven ability of increasing revenue and brand growth via detailed ROI analysis , strategic planning, search engine marketing, product development and technolog y integration. Strong decision-maker with an entrepreneurial zeal to surpass company goals and objectives. Values honesty and integrity and is endowed with a powerful sense of humor that contributes to an excellent rapport with peers, supervisors, clients and vendor s. AREAS OF EXPERTISE Strategic Development, Search Engine Marketing, SEM/PPC/SEO, Display Advertising , Web Analytics, Bid Management Tools, Landing Page Optimization, Multi-variant Testing, Relationship Management, Lead generation, Budget Forecasting, Profit an d Loss Management, Contract Negotiations PROFESSIONAL EXPERIENCE Sr. Manager, Acquisition Marketing 2010-Present Outlook Amusements - Los Angeles, CA Reported to the VP of Marketing. Responsible for new customer acquisition effor ts for various entertainment websites including californiapsychics.com and 800pr edict.com. Manages a team of two that provides strategic media planning, data a nalysis and technical project management for all interactive and media initiativ es. Managed a $10MM annual media budget that included Online Marketing: Paid Sea rch, Display, Affiliate Marketing and Offline Advertising: TV, Radio and Print. Key Accomplishments: Successfully transferred paid search management in-house and saved the company over $120K in annual agency billings Implemented Kenshoo technology for bid management and increased ROI by 20% Evaluated and executed new media opportunities and sustainable, scalable partne rships that reduced CPA by 25% Designed test strategies to optimize campaign performance results Instituted affiliate marketing as a channel that quickly drove 15% of all new c ustomer acquisition Exceeded company goal by delivering a 20% YoY growth in revenue through effecti ve media planning and strategic SEM Generated campaign performance reports, provided performance analysis and execu ted on the analysis to ensure positive ROI Internet Marketing Manager 2006-2010 VEGAS.com - Las Vegas, NV Reported to the VP of Marketing. Responsible for search engine marketing campaig n management for this Las Vegas travel destination website including planning, e xecution, optimization, growth and budget management. Maintained an $8MM/year p aid search (pay-per-click) budget across Google, Yahoo, Microsoft, Ask and 2nd a nd 3rd tiered engines. Influenced conversion through messaging, promotion, and l anding page optimization ensuring consistent branding across all online marketin g. Effectively used analytics for tracking, reporting and analysis of campaigns and 3rd party ad serving tools to provide management insight as needed. Collabor

ated with search engine optimization firm for natural search engine rankings, pa id inclusion and feed management. Created and executed Social Media strategy fo r YouTube, Facebook and Twitter. Key Accomplishments: Instituted several best practices including average click attribution which cre ated a fair and balanced method of tracking revenue and allowed for better budge t forecasting and allocation Implemented Coremetrics bid management software to automate bid to margin and o ther bidding strategies to maximize return on investment Monetized non-converting content by submitting those pages into the Adsense net work which generates an additional $72K of annual revenue Monitored click fraud with the aid of a 3rd party auditor, Click Forensics, whi ch produced $30K in refunds from the search engines and provided proactive manag ement of click traffic quality Mobile Strategy including search and application project management. Received industry acknowledgment: http://tiny.cc/ScarletLentoMobile Built a Social Media following on Facebook, YouTube & Twitter including content , contests, video and other tactics for engagement Utilized Multi Variant Tool, SiteSpect, to help optimize checkout process and s ite conversion rate Managed Display advertising including rates, placements, pixel/ conversion tag implementation, trafficking and optimization through 3rd party ad server Mediapl ex Media Buyer and Search Engine Marketing Specialist 2004-2006 Ellison Media - Phoenix, AZ Developed and executed direct response media plans for short form television inc luding cable, broadcast, syndication, and infomercials while simultaneously led E-commerce customer acquisition strategy for multiple clients. Conducted comprehensive post-program performance analysis to meet cost-per-response goals. Managed a $6MM annual traditional media budget and $1.5MM online marketing bud get. Key Accomplishments: Secured bonus airings and rate reductions for TV buys to ensure best possible r esults that translated into 15 percent or more of value-added revenue for client s Drastically improved pay-per-click performance through careful review of web an alytics and optimization techniques that increased ROI by 200% Wrote website content for search engine optimization that increased rankings fo r multitudes of core business keywords Constructed micro-site strategy that increased conversion rate by 50% Traditional & Interactive Media Buyer Hair Club for Men & Women - Boca Raton, FL 2001-2004

Built, negotiated and placed direct response media buys for television, newspape r and radio to achieve cost per lead (CPL) goals for this in-house advertising a gency. Planned, implemented, tracked, optimized, and analyzed all interactive c ampaigns including tactics of paid search, email, affiliate sponsorships & displ ay advertising. Designed, wrote and edited the company(tm)s internal newsletter - this quarterly newsletter was circulated to all 85 Hair Club locations and uti lized as an educational and motivational vehicle to the sales force. Successfull y led the redesign of company website to incorporate women into the brand. Key Accomplishments: Aided in the creation of innovative television & radio promotional plans to mee t conversion-to-customer company-forecasted goals such as the execution of Callto-win contests that increased key local market leads by 25% Grew online revenue by 150%, based on channel performance was approved for budg et increase Identified & cultivated new advertising partnerships across B2C automotive, fin

ancial, news, informational portal-type web properties that lowered CPL by 10% Administered billing procedures to expedite the month-end closing process Director of Co-op Advertising, 2000-2001 Assistant to Chief Executive Officer, 2000 McGee & Starr Advertising - Boca Raton, FL Promoted to position of Co-op Director in recognition of achievements in service to company. Determined co-op reimbursement entitlement for client base on a mo nthly basis. Utilized organizational skills and communication abilities to serv e as central liaison between agency, clients, and numerous media verification of fices. Helped oversee all creative development to ensure strict adherence to co -op guidelines, thereby gaining an in-depth understanding of creative process. G ained managerial experience by supervising additional personnel to maintain peak efficiency in department. Assisted Senior Media Buyer with the management of t he company(tm)s multi-million dollar advertising efforts for various clients inc luding planning and implementation of national and regional newspaper ROP media buys. Key Accomplishments: Co-op reimbursements were in line with manufacturers(tm) criteria 100% of the t ime Educated clients on the co-op program and increased yearly reimbursements by 35 % Cross-trained in the traffic department to ensure timely receipt of all adverti sing materials EDUCATION & CREDENTIALS Bachelor of Science Degree, Marketing & Promotional Management 2000 Florida Atlantic University - Boca Raton, Florida Graduated Cum Laude