Andy Morales
Sr. Manager, Digital Strategy | Advertising Investment, Demand Growth, Global Scale
- Role
- Sr Mgr Digital and Marketing Content Strategy, Cell Biology at Thermo Fisher Scientific
- Location
- San Diego, CA, US
- LinkedIn followers
- 500 followers
About Andy Morales
I own digital advertising strategy and investment decisions focused on lead generation and revenue impact across search, social, and display. Over the past several years, I’ve helped modernize demand strategy amid AI-driven disruption, prioritized intent-driven media, and redefined success metrics to focus on funnel quality and commercial outcomes.My work spans capital stewardship ($6–8M annually), people leadership, and global collaboration across EMEA, IPAC, and Greater China. Highlights include breaking a four-year search revenue plateau, scaling paid social into a durable demand engine, and driving sustained growth through disciplined investment in performance-led channels.I operate at the intersection of strategy, measurement, and execution—setting direction, defining what “good” looks like, and enabling teams to scale what works.
Experience
Sr Mgr Digital and Marketing Content Strategy, Cell Biology
Sep 2022 — Present · San Diego, CA, US
Own digital advertising strategy and media investment decisions with accountability for lead generation and revenue impact across search, social, and display•Steward $6–8M in annual media investment, balancing efficiency, growth, and long-term capability building•Guide and develop a team of marketers executing across paid media, SEO, SEM, and programmatic display•Provide strategic funding and direction to regional teams; doubled Greater China SEM investment by prioritizing product-focused, performance-driven search, resulting in 3× revenue growth since 2022•Scale paid social into a core demand engine through sustained optimization and disciplined measurement
Education
Westmont College
BA, Communication Studies
1994 — 1998
Skills
- Start-Ups
- Social Media Marketing
- Brand Development
- Social Networking
- Google Analytics
- Marketing Communications
- Online Advertising
- Corporate Communications
- Wordpress
- Electronic Marketing
- Digital Marketing
- Email Marketing
- Online Marketing
- Search Engine Optimization (SEO)
- Web Marketing
- Marketing
- SEO
- Public Relations
- Social Media
- Blogging
- Graphic Design
- Community Management
- Digital Strategy
- Brand Management
- User Experience
- Advertising
- Marketing Strategy
- Strategic Communications
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