Partner Profiles – Get to know the Personas Behind the Brands

Net Conversion values our partners and the relationships that we have formed with them over the years. For our very first edition of “Partner Profiles” we had the privilege of meeting with Victor Borunda, the Head of Display Marketing at Groundworks.

Groundworks is a prominent provider of home services, serving over 20 brands and 50+ branches across the US. We have been managing all forms of paid media, both digital and traditional, for Display and Brand advertising since 2021. It has been a pleasure to work with Victor and the entire Groundworks team as we collaboratively strive toward the company’s goals (and beyond). Get to know the personalities behind the companies we’ve helped succeed as we ask them some light-hearted questions for our new partner interview series.

Name: Victor Borunda

How long have you been with Groundworks/in the industry?

I’ve been in marketing for 5-6 years, with Groundworks since November 2021.

What is the most valuable thing you’ve learned while working at Groundworks?

Trusting your data is the most valuable thing. The reason is, often times we think we need to go into these platforms, such as Facebook, with a very particular type of ad when sometimes a more native style works better.

As Head of Display Marketing at Groundworks, what’s your favorite project you’ve worked on?

Display overall. When I got to Groundworks, Display was not a primary contributor to Lead Volume, let alone sales to the company. Over the past year, we’ve taken it from a program that was breaking even to a program that has pushed a 7x ad spend return—so being able to steer the ship and make that a strong channel has been great.

Who do you work with and admire?

John Thorton – he’s an excellent leader and listener. He takes the time to hear you out and provide necessary feedback. He’s always looking to help make you better.

If you left Virginia Beach, where would you move to and why?

I would probably go to North Carolina. I like the Durham area a lot. I have a brother going to school out there so I could be closer to family and give my brother an opportunity to save rent money by staying with me.

Do you have any pets? What are their names?

Oh yes. I have two dogs, both golden retrievers. The pure golden retriever is Steve (like Scuba Steve from big daddy) and Theo (from Game of Thrones), but we call him Reek because he smells.

What would be your last meal if the world was ending in 24 hours?

Mexican street tacos, from any Taqueria.

What’s the best life advice you’ve gotten?

The best advice I’ve ever gotten is from my younger brother.  He basically told me, if you ever want to be the best at something, you must obsess with it. Read it. Watch it. Basically, build your life around that one thing and then you’ll become the best.

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