Addyson Farias

amfarias@wisc.edu | 574-274-1684 | LinkedIn


EDUCATION

University of Wisconsin- Madison, Madison, WI

Bachelor of Business Administration in Marketing with Digital Studies Minor                                                                                                    Expected May 2025

  • Relevant Coursework: Marketing Management, Business Analytics, Brand Management and Strategy, Digital Media Production

  • Selected as an Undergraduate Research Scholar for The Future of Design Thinking journal and project by professor and director of the Center for Design and Material Culture, Dr. Sarah Carter

City, University of London, London, United Kingdom                                                                                                                                          January 2024 – September 2025

-        Selected by IES Abroad to participate in International Marketing coursework at Bayes Business School exchange program

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TECHNICAL SKILLS

  • Computer: Google Analytics, Microsoft Excel, Meta Business Suite, Google Ads & G Suite, Tableau, Instagram Insights, HubSpot, WordPress, Adobe Photoshop, Reporting, Illustrator, Premiere, Animate, PowerPoint, Canva, HTML & CSS, SPSS

  • Skills: Digital Marketing Analytics, Market Research and Analysis, Website Optimization, Content Creation, Copywriting

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EXPERIENCE

Ovative Group (Media Measurement Agency), Digital Marketing & Analytics Intern, Client Services, Manhattan, NY                                     May 2024 – Present

  • Coordinated cross-channel projects across 8 teams, supporting digital media consulting and execution for paid social, search engine optimization, retail media network management, digital experience, integrated video and audio, and programmatic and display campaigns for American Eagle Outfitters

  • Led a comprehensive evaluation on holiday spend strategy and flighting for key retail competitors, pulling data from Pathmatics and Vivvix to formulate visuals, delivering actionable recommendations to stakeholders approved for implementation in the 2024 holiday season marketing strategy

  • Assisted in digital media planning, execution, and optimization by providing recommendations for budgeting across channels, driving optimizations that achieved 31% increase in ROI from June through August

  • Conducted in-depth data analysis using Tableau, Adobe Insights, and Excel to generate cross-channel reports and insights on digital media performance to present in weekly, monthly, and quarterly client meetings

  • Developed client deliverables including PowerPoint pitches, competitive landscape audits, and portfolio performance reports

 

UW-Madison College of Letters and Science, Social Media Intern, Madison, WI                                                                                               June 2022 – January 2024

  • Increased Instagram and Facebook engagement by 41% by executing engaging social media content and collaborations with 5 campus partners while maintaining target appeal

  • Integrated online social activity performance process and editorial calendar for more seamless collaboration with the marketing team

  • Improved Accounts Reached with developed strategy including scheduled content, interacting with audiences, and maintaining target appeal with consistent copy, prompting recognition from official university leadership social accounts (@uwchancellor, @uwmadison)

  • Managed project timelines of 4 deliverables per week while analyzing social media insights and performance

                                   

Audentio, (Creative & Software Development Agency) Marketing and Communications Intern, Madison, WI                                            June 2023 –August 2023

  • Supported marketing team in assessing digital promotional activities and outreach strategy by measuring engagement, earned media value, and response rate to strategize solutions to heighten brand visibility and engagement

  • Increased Google Ad conversions from last year by 18% by influencing the creative direction of Realms.tv digital content campaign, resulting in compelling ad copy that resonated with target demographics

  • Generated an expanded prospect pool of over 20 qualified leads by conducted bi-weekly comprehensive keyword research, target market analysis of high-value potential clients, and facilitating personalized target outreach

 

IBM, Marketing and Communications Accelerate Participant, Remote                                                                                                                              June 2023 – July 2023

  • Developed a go-to-market strategy for IBM Envizi ESG software, incorporating competitive analysis, market research, and applied learnings from 13 interactive marketing and communications trainings, leading to a successful expert-endorsed campaign

  • Collaborated with IBM industry professionals and scholars on weekly strategic exercises, campaign creation, and coursework to build the foundational skills to be a growth-minded, data-driven marketer within the technology industry

 

The Marquette Hotel, Digital Marketing Content Creator, Madison, WI                                                                                                   October 2020 – September 2022

  • Directed digital marketing strategy driven by competitive research for ad campaigns across Google, Facebook, Instagram, and email

  • Increased direct booking by 21% and monthly sales revenue by 6% when implementing mobile-friendly website design functions

  • Executed ad copy and search engine keyword optimizations that met brand objectives and audience preferences

  • Established brand strength by aligning merchandise and traditional promotions with the brands digital presence

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 LEADERSHIP AND ACTIVITIES

Wisconsin Alumni Student Board (WASB), Marketing Team Lead, Madison, WI                                                      September 2022 – Present

  • Achieved 200+ page views and 60+ newsletter sign-ups in 2 weeks by leading a digital marketing strategy for recruitment events, including eye-catching content creation and strategic performance analysis

  • Selected as a representative of the Wisconsin Alumni Association to manage multi-channel promotional materials to build awareness for 8 all-campus, free undergraduate events that enhance student belonging on campus

  • Boosted web conversions by 15% and website traffic by 27% by implementing a student-run blog page that optimized recruitment content

  • Supervise contractual content duties with corporate sponsors such as PepsiCo and Madison-local vendors

 

UW-Madison Center for Academic Excellence Student Advisory Board, Board Leader, Madison, WI                                                May 2022 – December 2023

  • Administered bi-weekly discussions with 10 board members on strategic planning to implement equitable direction for organizational change, programming, and events on campus for a cohort of 350 students on campus

  • Delegated responsibilities to board members presented by 8 faculty members and Dean’s of the College of L&S

  • Led systematic advancements of team structure and creative vision, while maintaining CAE’s objectives, brand, and mission