Editor's Note: In the latest installment of our "Meet a Media Planner" series, we check in with Chris Sylvestre, a search engine marketing supervisor at Media Experts in Montreal, Canada. Chris began his career with an internship at Marketel, where he assisted with traditional media planning for Mastercard. His entrée into search began when he moved over to a fulltime position with Media Experts. With more than five years under his belt, Chris now puts his "Excel ninja" skills (see photo) to work for the Bell Canada and BMW search accounts.
Yahoo! Ad Blog: When you look at your job as a search planner, what would you say gives you the biggest sense of satisfaction?
Chris Sylvestre: Having the ability to make changes and see them reflected right away. We can make optimizations on the back end and they’ll appear on the search page minutes later. We can control, in real time, what millions of eyeballs could potentially see. There’s a lot of power in that. It’s also really exciting to learn how the optimizations we make are driving campaign results.
YAB: What are some of the challenges you encounter on the job?
CS: Making sense out of the mountains of data we have in front of us can be a challenge, but this is the kind of stuff we live for. We have so many data sources and analytics tools to use together to get to the real the story. Being an Excel ninja definitely helps!Read More »from Meet a Media Planner: Chris Sylvestre of Media Experts