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Gabriel Lopez-Seco
Director-level Performance Marketer specializing in Paid Media, SEO/SEM, and MarTech automation
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About
Senior SEM Analyst at Ryder System who independently managed a $1MM+/month paid media portfolio across Google, Microsoft, and Meta, optimizing to qualified leads and rental revenue. Built a rigorous experimentation and attribution approach (CRM + custom UTMs with dynamic injection) to validate true business outcomes, and successfully countered competitor-driven performance declines through competitor analysis and audience/discovery strategy shifts.
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Key Strengths
- Owned and managed $1MM+/month paid media budget across Google Ads, Microsoft Advertising, and Meta Ads
- Drove 40% and 30% performance improvements at scale by optimizing toward CPQL and qualified lead rates
- Methodical, staged testing approach (ad copy → images → landing pages → final ad copy optimization)
- Closed-loop measurement from ad click to rentals/revenue using CRM tracking with custom UTMs and dynamic injection to avoid false positives
- Data-driven weekly performance reviews to quickly identify anomalies and declines
- Diagnosed competitive pressure via competitor analysis and recovered lead volume by shifting to discovery campaigns and new audiences
- Experience operating in regulated/approval-heavy environment with MarComm and Legal review (publicly traded company)
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