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Irina Borissova 🇺🇸

Marketing |Executive| LinkedIn Top Marketing Voice | Search Marketing | Google & Microsoft Certified | Catalyst for Digital Triumphs - Amplifying Acquisition & Maximizing Retention with Precision Analytics|SEM&SEO

Irina Borissova is a prominent figure in the digital marketing sector, currently serving as the Co-founder and Executive Vice President (EVP) at D&I Media. She is based in San Mateo, California, and has a robust background in search engine marketing and strategic digital initiatives.

Professional Background

Irina has accumulated extensive experience in various roles related to search marketing and digital strategy:

  • D&I Media: As Co-founder and EVP, she plays a crucial role in shaping the company's vision and executing its marketing strategies.
  • E. & J. Gallo Winery: She has been a Paid Search Manager Consultant since May 2019, where she has significantly impacted the winery's search marketing efforts by optimizing campaigns and improving key performance metrics.
  • Previous Roles: Irina has held several leadership positions in notable companies, including:
    • Search Marketing Manager at Evoke Giant, where she managed SEM and SEO campaigns for pharmaceutical clients.
    • Media Team Lead/Director at Geary LSF, overseeing media strategies for retail clients.
    • Search Engine Marketing Manager at Macy's, managing substantial paid search budgets and pioneering new advertising platforms.
    • Director of SEM at Travelocity, leading search marketing operations for various travel services.

Education

Irina's educational background includes advanced studies in marketing strategies from Stanford University (2021-2023) and a drama degree, highlighting her diverse skill set.

Skills and Achievements

  • Languages: She is fluent in both English and Russian.
  • Awards: Irina has received multiple accolades, including the LookSmart Q3 2009 Excellence Award and Geary LSF's Q4 2015 Employee Choice Trailblazer Award, recognizing her contributions to team performance and innovation.

Irina Borissova's career reflects a blend of creativity in marketing with analytical expertise, making her a key player in the evolving landscape of digital media.

Highlights

Sep 13 · linkedin

🚀 Cracking the Code: Overcoming Google Pmax Pitfalls 🚀

If you’re in digital marketing, you’ve likely heard of Google’s Performance Max (Pmax) campaigns. Promising cross-platform reach—Search, Display, YouTube, Gmail, and more—all from one campaign, Pmax sounds great but has its issues.

When it launched in 2021, Pmax had brand bleed, black box reporting, and limited control, making marketers wary. But by 2024, it’s evolved, and I’ve learned how to make it work—if you know how to avoid the pitfalls.

💥 Pitfall 1: Negative Keywords Pmax doesn’t allow direct input of negative keywords. The workaround? Use account-level negatives, or ask a Google Rep to add them on the backend.

💥 Pitfall 2: Content Optimization Pmax reaches across multiple platforms, so load your campaign with 15 headlines, 4 descriptions, 20+ images, and a mix of videos. If you don’t provide content, Google will make it for you—and it won’t be pretty. The more content you give, the better your ads perform, earning that coveted “Excellent” ad strength.

💥 Pitfall 3: Automated Bidding Manual bidding is outdated. It’s 2024—embrace automated bidding to optimize for conversions and improve your campaign performance. 💪

💥 Pitfall 4: Reporting Transparency Pmax doesn’t offer granular reporting. To gain insights, use the Insights tab for search themes and performance data. While not as detailed as traditional campaigns, it’s enough to guide adjustments.

🔑 Final Thoughts Pmax isn’t flawless, but when combined with traditional Search and Display campaigns, it can deliver powerful results. Automation doesn’t mean losing control—you just need to know how to steer the machine.

Have questions about Pmax or paid media? Let’s connect and chat about winning strategies! 💬

#GoogleAds #Pmax #DigitalMarketing #SEM #PPC #PaidMedia #MarketingStrategy #PerformanceMax #MarketingTips #Automation

Jul 20 · linkedin

🌟 Unmasking Leadership: A Reality Check 🌟

Sumit Singh

I always believed that great leadership involves empathy, integrity, and open communication.

Unfortunately, my recent experience with the CEO of Chewy shattered this belief.

After being fired due to my bipolar disorder, I reached out to the CEO multiple times seeking a dialogue and understanding.

Instead of a compassionate response, I was met with silence and eventually, he blocked my emails. 😞

Yes, I did receive a settlement which acknowledged the discrimination I faced.

But it's disheartening to see a leader, who should epitomize the values of the company, choose the path of avoidance and insensitivity.

This experience has reinforced my commitment to advocate for mental health awareness and fight against discrimination in the workplace.

No one should have to face such treatment, and it's time we hold leaders accountable for their actions—or lack thereof.

🔗 Let’s use our voices to bring about real change. Have you faced similar challenges? Share your stories and let’s support each other in this journey.

#MentalHealthAwareness #Discrimination #Leadership #WorkplaceEquality #Advocacy #MentalHealthMatters

🌟 Unmasking Leadership: A Reality Check 🌟

Sumit Singh 

I always believed that great leadership i

Related Questions

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Irina Borissova 🇺🇸
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Location

San Mateo, California, United States