CURRICULUM VITAE
LOUISE McCARTAN, [login to view URL]., [login to view URL].
PERSONAL
Born: 06 / 04 / 84
Nationality: Irish
EDUCATION
2005 – 2006
Masters in Consumer Psychology ([login to view URL]. 1st, with Distinction)
University of Wales, Bangor
Thesis: Faces on E-commerce Websites - Implicit and Explicit Measures of Trust
(To be published in the Journal of Social Psychology & Personality)
2002 – 2005
[login to view URL]. Psychology (2.1)
Queen’s University, Belfast
Thesis: Fear of Trying New Things - Eating Habits of Adolescent Girls. (1st)
1995 - 2002 Our Lady’s Grammar School, Newry, N. Ireland.
A-Levels: Art (A), Irish (A), Biology (B),
AREAS OF INTEREST
My specialty is online advertising, through my 3+ years of experience working for Google as an AdWords Account Strategist. I've also worked as a Marketing Manager for [login to view URL]. I am keenly interested in website and software usability, and the analytical tracking of user behaviour. I have experience in SEO, and am currently teaching myself to build websites using Dreamweaver and Flash. I have worked with household name clients both on a very close 1:1 basis, as well as communicating via email marketing, newsletters, surveys and microsites. I enjoy training colleagues and clients, and have done so for approximately one year. All in all, I possess a keen attention to detail and am driven by seeing the results of a job well done.
WORK EXPERIENCE
December 2009 - Present
Marketing Manager
This role includes complete responsibility for all marketing: PR, event planning, affiliates, direct marketing, online advertising, social networking, sponsorship, research, testing all within a set budget and target ROI.
[login to view URL] Belfast
Oct 2006 - November 2009
Google Online Advertising Strategist
My core role was to build online advertising strategies for some of the biggest companies in the UK & Ireland. I then implemented the agreed on proposal, monitor the effects and update in line with ROI goals, revenue targets, changes to business needs and industry trends. I’m experienced with the full range of Google products and work closely with product specialists and user experience researchers. I shared my expertise through delivering training to agencies, end clients and colleagues.
Google, Dublin
Feb - March 2006
Market Researcher
Consumer goods packaging research, evaluating the branding and practicalities of a proposed modified atmosphere supermarket packaging. I prepared, conducted and analysed 26 consumer interviews across a range of varied demographics.
Faraday Packaging Partnership
Nov 2005 - Jan 2006
Market Researcher
For Maes Glas Sports Centre, I evaluated their consumers’ behaviour and business practices in order to maximise their income and deliver better oriented services. I gathered information through observation, interviews, questionnaires and directly comparing competitors, then used grounded theory coding to analyse. I delivered a detailed dossier and presentation. Many of my suggestions were implemented.
Maes Glas Sports Centre, Bangor, Wales
Oct – Nov 2005
Market Researcher
I scrutinised the sales and advertising of boxed Welsh lamb gift sets for the National Trust. By interviewing National Trust members and previous box set buyers, in addition to my own business acumen, I was able to guide them towards an increase in sales. This was achieved by modifying product presentation and delivery, and their marketing approach.
The National Trust
Jan – Sep 2005
Research Assistant
Data-entry and correlational analysis of eating disorder patients’ records.
ADAPT Eating Disorders Clinic, Lurgan, N. Ireland
2002 - 2005
Service Industry - Bar Tender, Waitress, Cleaner & Shop Assistant
These posts led me behind the scenes of businesses and gave me a more in-depth understanding of the consumer and his/her expectations.
2000 - 2001
Supervisor - Therapeutic Effects of Art, Music and Drama
I assisted with art, drama and music therapy workshops for people of all ages, who had a range of moderate to severe mental and physical disabilities.
Crescent Arts Centre; Open Arts; Garron & Croob; and Fleming Special School
1997 - 2001
Youth leader in Irish-Speaking Summer Colleges
Involved leading and assisting with sports, art, music, dance and Irish language classes, as well as being a general point of contact for pupils needing help.
Teileann and Rann na Feirste Irish Colleges, Co. Donegal, Ireland
PROFESSIONAL MEMBERSHIPS AND TRAINING
- Member of the Chartered Institute of Marketing (CIM), Bangor.
- Millward-Brown training in the consumer psychology and practice of advertising.
- Community Games Youth Representative, Art & Design Adjudicator and Volunteer of the Year 2009.
- Cinemagic Film Production Masterclass with David Parfitt, 2008.
- EMEA Lead of the Google Ambassador Program
- Certified Google AdWords Professional
PROFESSIONAL SKILLS
Both my studies and my employment history have trained my sense of critical acumen and logical insight, such that I am adept at analysing situations and problem solving. I am computer literate with Mac and Windows operating systems, in addition to being well versed in using Microsoft Office, SPSS statistical analysis software, Hitwise market analysis software and of course AdWords and it’s associated tools.
My experience with consumer research, coupled with my proactive, self-led work with online advertising clients and developing each of their businesses, has taught me the importance of flexibility and arbitration.
I have been exposed to many situations where being a team player is key to successful progression and I am known to cooperate, maintain excellent interpersonal communications and exceed expectations.
INTERESTS AND ACTIVITIES
I enjoy painting and attend Sandymount School of Art. I also involve myself in low budget film making. I am active to some degree in all stages, from scripting to production, editing and promotion.
REFERENCES
Available upon request.
