Meet the PPC Account Management Team
Pauline Jakober, PPC Director 
Pauline Jakober is founder of Group Twenty Seven. As director of PPC, Pauline oversees online advertising strategy and implementation for each client Group Twenty Seven serves.
In her role, Pauline leads the strategic planning for client accounts throughout the duration of the relationship, as well as heads client service to ensure each account gets the attention it deserves.
Pauline brings with her 15 years of marketing experience that spans disciplines with an expertise in paid search. Her professional experience is rooted in traditional marketing communications, and evolved to the digital medium in the early years of Web marketing.
Pauline’s passion for online advertising, client service and return on investment fueled her launch of Group Twenty Seven in 2010. She quickly certified the company as a Google AdWords partner as one of many first steps in ensuring the company stays on the leading edge of paid search.
In an effort to give back to the professional community, Pauline co-founded the SEMNE group in 2006, a professional organization for online marketers in New England that still operates today. She is also a contributor to Search Engine Land, a leading website for the online marketing industry, and an occasional speaker at industry events, such as SMX (Search Marketing Expo).
Pauline holds a master’s in integrated marketing communications from Emerson College, and a bachelor’s in political science from Westfield State University.
In her free time, Pauline’s appetite for travel has her plotting the next weekend getaway any time she can.
Chelsea Tryon, PPC Account Manager and Team Lead
Chelsea Tryon is a PPC account manager and team lead with Group Twenty Seven. In that role, she directly manages client accounts and leads other team members in paid search operations and daily PPC account management.
Over the years, Chelsea has become a specialist in educational and retail verticals. She excels at developing and implementing ad content and is highly proficient at identifying opportunities to maximize leads and extend ROI. She is also a Bing Ads accredited professional and certified AdWords professional.
Chelsea is skilled at troubleshooting challenging Google Analytics and AdWords issues and developing innovative and efficient solutions. She’s amazingly detail orientated, creative and analytical.
Prior to joining Group Twenty Seven, Chelsea was an academic advisor and supervisor at the University of Arizona. She was responsible for maintaining and increasing student retention through program management, which included group presentations to undergraduates and other academic advisors.
Chelsea holds a bachelor’s degree from Utah State University in technical writing, and a MBA from the University of Phoenix. In her free time, Chelsea reads, travels, quilts, hikes and spends time with her husband and sons.
Alayna Wiley, Senior PPC Associate
As a senior PPC associate, Alayna Wiley manages PPC campaigns in accordance with AdWords best practices, in addition to implementing, tracking and analyzing account updates to ensure high levels of account performance. She’s especially skilled at providing clear and responsive communications to the team. She’s both Google AdWords and Bing Ads certified.
Before joining Group Twenty Seven, Alayna held the position of senior digital marketing specialist at a marketing and advertising firm, with a focus on tourism and destination marketing. In that role, she was responsible for digital strategy development as well as day-to-day campaign management. Given her expertise, she was also tasked with training new employees.
Alayna holds a bachelor of business administration in marketing from Georgia State University. Since graduating, her passion for digital marketing has only grown. She loves the challenge of keeping up with its continuous evolution!
When not at her desk, Alayna enjoys cooking delicious and savory dishes and exploring the outdoors by hiking and camping with her two dogs.
Tracey Pike, PPC Reporting Associate
Tracey Pike is a certified AdWords PPC reporting associate at Group Twenty Seven. In her role, she oversees paid search operations and daily PPC account management for B2B corporate campaigns—campaigns that often span multiple countries and languages.
Tracey is especially skilled at launching and managing large accounts. She maximizes the value of these accounts through effective optimization techniques, including detailed analysis of lead conversions and site engagement to identify the value of each visitor. She’s continually on the hunt for new opportunities to improve outreach and maximize ROI.
Prior to joining Group Twenty Seven, Tracey worked for the Utah Department of Transportation in engineering contracts. Thanks to her background in civil engineering, Tracey has strong analytical skills and superior attention to detail, which she brings to each of her client accounts at Group Twenty Seven.
Tracey earned her bachelor’s in civil engineering from Brigham Young University. When she’s not working, you can find her reading, rock climbing, baking, sailing and doing “all things sunshine related.”
Lori Iwanchuk, PPC Associate
Lori Iwanchuk is a PPC associate at Group Twenty Seven. Working closely with the PPC director, she handles day-to-day management and maintenance of both B2B and B2C client accounts, including auditing account settings, managing negative keywords and finding new ways to optimize ad spend.
Much of Lori’s work experience has been in higher education. For example, Lori worked as an academic counselor and academic manager at University of Phoenix. In those roles, she was responsible for daily operations of a team of counselors supporting undergraduate and graduate students. In addition, she was also responsible for mentoring other managers and creating new operating procedures for her division.
Lori has a bachelor’s degree in elementary education from Montana State University, a master of education degree in educational technology from Northern Arizona University, and a master of arts degree in education/curriculum and instruction from University of Phoenix. In her free time, Lori enjoys spending time with her family as well as hiking, reading and baking.
Alyssa MacPherson, PPC Associate
In her role as PPC Associate at Group Twenty Seven, Alyssa works closely with the PPC Manager to manage negative keywords, review daily ad spend and revenue, and monitor campaign activities. She also performs keyword trend analyses to deliver optimal results.
Prior to joining Group Twenty Seven, Alyssa was a marketing manager at a destination marketing organization where she planned, marketed and executed large events, managed the content and operation of the organization’s website and developed all digital and print ads.
Alyssa has a bachelor’s degree in business administration from Framingham State University in Massachusetts. When not at work, Alyssa spends time with her husband, two young children and the family dog. She loves to read, spend time outdoors and indulge her guilty pleasure of watching reality TV.
