Over eight years of success in creating integrated digital and offline marketing campaigns for Fortune 1000, mid-market and SMB companies. Employed direct response and brand building tactics to generate awareness, e-commerce sales and lead generation for B2C and B2B verticals.
Specialties: Paid Search (PPC), Search Engine Optimization (SEO), Affiliate and Partnership Marketing, Display Advertising, Media Buying, Web Analytics, Conversion Optimization (A/B & Multivariate testing) and Project Management.
Software/App Experience: Marin Software, Mongoose Metrics, Adgooroo, Commission Junction, Link Share, Google Analytics, Webtrends, Omniture, DoubleClick DART, Adwords, adCenter, LinkedIn Ads, Facebook Ads, MediaMath, Quantcast, Webmaster Tools, SeoClarity, SeoMoz, Opensite Explorer, Majestic SEO.
Focusing on direct to consumer acquisition and retention for the e-commerce channel, owned retail stores and the fundraising divisions. I lead the web analytics, paid search, 3rd party marketplaces, display, remarketing, affiliate and search engine optimization programs for the worlds most loved fragrance company with a team of talented in-house and agency experts.
- Profit & loss responsibility for a multi-million dollar spend online marketing lead generation program which includes Pay Per Click, Pay Per Lead, Affiliate and Display Advertising channels.
- Increased net revenue for the search marketing program by $21 million (includes paid search, affiliates, remarketing and display). Exceeded aggressive targets posting a 14% YoY gain in service units sold, while dropping cost / acquisition of new clients by 16%.
- Leading Paychex’s first conversion rate optimization program. Lifted and sustained conversion rates by 117% over the course of one year using A/B and interative multi-variate tests. Case Study: Integrating phone tracking with landing page optimization tools.
- Member of the SEO team that redesigned the information architecture for Paychex.com to increase organic rankings and improve user experiece for increased micro and macro conversions. Also involved in vendor selection for SEO tracking and optimization tool sets.
- Launched the company’s first affiliate marketing program. Grew first year gross revenue to $1 million with a CAC comparable with the non-brand search channel.
- Formalized the display reporting process using DART and the buying process using DSP platforms like MediaMath for RTB and precise audience targeting. Measured the incremental value of view-through conversions using test and control PSA ads.
- Daily optimization of a $2+ million paid search budget to meet the lead generation and e-commerce goals of clients, within their stated CPA & ROAS targets.
- Well versed in search and display network strategies. Expert in Adwords, AdCenter, Facebook, LinkedIn Direct Ads and 2nd tier networks like Marchex and Adbrite.
- Lead web analytics consultant for our multichannel clients. Segmenting channel performance allowed one client to increase their direct response TV revenue from $130K to $2.9 million per month.
- Conversion optimization expert. Create test hypotheses, setup experiments and evaluate results for statistical significance. Accomplished double digit conversion rate gains in some cases using Google Website Optimizer and Visual Website Optimizer.
- Mentored and provided SEM education and best practices to a team of paid search analysts on an as-need basis.
- Grew the email marketing program to account for 8.2% of revenue through a template redesign, improved content, and greater frequency.
- Increased monthly organic website traffic by 30% using inbound marketing techniques like blogging , article writing, and creating hubs on social media sites .
- Reduced overall PPC cost per click by 20%. Accomplished by creating tighter keyword themes, using negative keywords, and creating designated landing pages for adgroups.