Robert Bettencourt
Digital Campaigns and Reporting Manager @Foundation Medicine
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WORK HISTORY
Digital Campaigns and Reporting Manager @Foundation Medicine
US
Overview: As the Digital Campaigns and Reporting Manager at Foundation Medicine, Inc, spearheading the development and execution of comprehensive digital marketing strategies aimed at enhancing brand visibility, driving website traffic, and maximizing engagement across various online channels. Additionally, managing compelling copy for digital ads, organic social posts, and email campaigns, aligning content with strategic objectives to amplify brand resonance and customer engagement.Notable Achievements:• Pioneered creation of robust digital marketing framework, encompassing diverse channels such as paid search, direct buy, EMR, display ads, paid social, and native ads.• Implemented processes and best practices to maximize efficiency and effectiveness in campaign management and optimization.• Provided actionable insights from campaign performance data, informing strategic decision-making and optimization efforts.• Achieved remarkable results, in 2025 including 21M impressions, 184k clicks, and 2,304 HVAs across 24 campaigns within the programmatic display and paid search channels. in 2024 59% increase in new visitors, 31% increase in clicks (website visits), 6.5% increase in CTR/engagement rate, and 7.5% increase in conversions (ordering a test) in top rated traffic sources (direct, organic search, paid search) reflecting efficacy of implemented strategies and tactics.• Collaborated closely with internal departments to develop and execute consistent messaging and brand positioning across all digital touchpoints.• Aligned digital initiatives with broader marketing and business objectives to drive cohesive brand storytelling and customer experiences.• Collect data on digital campaigns and website metrics for timely report creation for cross-departmental use.
EDUCATION
Columbia Business School
Certificate, Digital Marketing
Emerson College
MA, Video Production
Emerson College
Bachelors of Science, Mass Communication/Theatre
Shaw Academy
Professional Diploma, Digital Marketing
University of Denver
Graduate Certificate, Web Design and Development
SKILLS
ABOUT ROBERT BETTENCOURT
I started my career in the theatre! I spent twenty years as an actor, director and learning everything I could about how to produce a show; from auditioning actors, hiring a crew, finding a suitable space for the show to creating a marketing strategy that created excitement for the show. It was a lot of fun but as the internet burst onto the scene (before Facebook, LinkedIn, and Twitter) I started to gain interest in web development. I worked as a web developer for almost 20 years, but my focus was always on front-end development which means that I focused on web pages and functionality that the end user saw, so my mindset has always been to think about how the end user would interact with theses web assets. I have always been part of a marketing or content team. In 2018 I came to a cross roads in my career, I was burnt out from web development and coding but I loved web technology and I loved being part of the marketing team. So I made a move to transition into digital marketing. This move allowed me to use my knowledge of web development including my ability to translate technical ideas so that everyone could understand them while focusing more on marketing strategies. The last four years I have been working within a B2B marketing setting; gaining expertise knowledge of paid search, and paid social ads. Two of the companies that I had worked for 2021 and 2022 I completely created their digital advertising infrastructure as well as the digital marketing strategy to follow.In my current role at Foundation Medicine, I’ve designed and implemented multi-channel marketing frameworks across paid search, display, and social—supporting 24+ campaigns generating 21M impressions and 184K clicks. My work centers on transforming campaign execution into structured, data-driven systems that improve efficiency, reporting accuracy, and performance. I specialize in: • Marketing automation (Marketo, HubSpot) • Campaign process optimization and scalability • Performance analytics, reporting, and attribution • Cross-functional alignment between marketing and sales • ABM strategy and execution I’m currently exploring opportunities in Marketing Operations, Revenue Operations, and Marketing Analytics where I can focus on systems, automation, and strategic impact.
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