EliOrofino

Marketer and builder. Eight years growing brands across paid media, email, web and analytics, from pet nutrition and fintech to trading cards.

Get in touch See the results

My first full year running paid media at Upper Deck

Every paid campaign across Sports, Entertainment and Games, on Meta, Google, Reddit, X, Twitch and CTV. Switch years to compare.

Paid media spend$788K

15% less than 2025 (line marks 2025)

Paid media revenue$18.6M

45% more than 2025 (line marks 2025)

Return on ad spend
23.5x+71%
Campaigns run
217+51%
Click-through rate
1.18%2x
Cost per click
$0.27-34%
Cost per acquisition
$2.94-34%
e-Pack return on ad spend
105x+88%

The 2026 gains came from efficiency rather than budget: more campaigns, tighter audiences and better creative rotation on a smaller spend. e-Pack, Upper Deck's digital card platform, drove $16.9M on its own.

Campaigns I'm proudest of

Three moments from three industries: a sports icon, a public company's new name and a fintech brand built for credit unions.

2026

Michael Jordan, Legacy Partner

Upper Deck

Forty years after his rookie card, Upper Deck extended its exclusive relationship with Michael Jordan and named him the company's first Legacy Partner. The campaign flipped Upper Deck's famous 1992 “Trade Jordan” billboard into a new line: You don't trade greatness, you keep it for a lifetime.

2022

GreenBox POS becomes RYVYL

RYVYL Inc.

A Nasdaq-listed payments company had outgrown a name that described a single point-of-sale product. I helped take it to market as RYVYL, one brand for the parent company and its five subsidiaries.

2023 to 2025

Pocketnest in the credit union world

Pocketnest

Pocketnest sells a white-label financial wellness app to credit unions. I built it into a brand credit union leaders recognized and asked for by name.

What I own day to day

Three business units, eight brand websites and a lot of product launches. Here is how the work breaks down.

Four sites I built on my own time

Each started with a problem I kept running into. I did the research, positioning, SEO, copy and build for all four, and they are live now. Try a piece of each one below.

Cradle Score

Independent scores. No brand can pay for a better one.

A 0 to 100 score for baby products, built for expecting parents making a registry. Every claim links to its source, and products with open recalls get a warning instead of a score.

Scoring methodologyTrust and sourcingAudience researchSEO content
Try the scoring model: materials and safety 40%, parent consensus 40%, value 20%
88
82
70
Cradle Score 82
Visit cradlescore.com

Pregraded

Pull up a chair. Let's figure out what your cards are worth.

Eleven free tools for card collectors: centering, grade-or-sell math, eBay fees and comps. My day job's hobby, from the collector's side of the table.

Product thinkingCollector insightTool UX
Centering check, left to right borders
54/46Inside 55/45
Visit pregraded.com

Pet Graded

Honest answers for the pets who are family.

Grades for 92 best-selling pet foods, treats and dental chews, plus calculators and plain-English guides for dog and cat owners.

Content strategySearch intentGrading system
Dog age in human years (medium-size dog)
34human years
Visit petgraded.com

Daily Marketer

One image, every ad size.

Free browser tools for the marketing chores I do every week: an ad image resizer, ad copy counter, UTM builder, subject line previewer, ad specs directory and a ROAS calculator. Nothing to sign up for, and files never leave your device.

Paid media know-howWorkflow designAd-supported model
Ad copy counter: Google Ads headline, 30 characters
28/30Fits
Visit dailymarketer.io

How I got here

  1. 2025 to now

    Digital Marketing Manager

    Upper Deck, Carlsbad

    Paid media, email, web and reporting for Sports, Entertainment and Games, with two direct reports.

  2. 2023 to 2025

    Marketing Manager

    Pocketnest, remote

    Grew leads and conversions 250% in six months and lifted organic rankings and site conversions 50% each.

  3. 2021 to 2025

    Paid Social Consultant

    RoVan Media

    Ran paid social for clients across six platforms at an average ROI above 350%.

  4. 2021 to 2023

    Marketing Specialist, then Marketing and Project Manager

    RYVYL

    Took a P2P stablecoin platform from idea to market and ran communications for a parent brand and five subsidiaries.

  5. 2019 to 2021

    Account Executive

    Kenas Home, a Li & Fung company

    Grew upholstery revenue from under $1M to over $3M in two years, working with teams in five countries.

  6. 2018 to 2019

    Paid Social Media Marketing Specialist

    Petco

    My rookie season. Ran social for 12 private-label nutrition brands and grew their budgets at least 15% a year.

Surf photo Eli riding a wave, mid-turn under a breaking lip
Eli and his wife Taylor walking hand in hand across a lawn on their wedding day
With Taylor
Floyd, Eli's brindle Cane Corso and Neapolitan Mastiff mix, lying on a rug
Floyd

Off the clock

I grew up on marketing at the University of San Diego and never left. Most of my free time happens within a few miles of the coast.

If there is swell, I am in the water somewhere between Pacific Beach, La Jolla and North County. The rest of the weekend is time with my wife, Taylor. That usually means a farmers market run and cooking at home, where I care more about where the ingredients came from than about the recipe.

Our dog Floyd, a Cane Corso and Neapolitan Mastiff mix, keeps us both honest about getting outside. And when I am not building a side project, I am usually halfway through a fantasy novel.

Get in touch

Open to conversations about digital marketing leadership, growth roles and interesting projects.

[email protected]

LinkedIn Resume (PDF)