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Stephen Chaloner

Digital Marketer & Developer
  • STEPHEN CHALONER

    DIGITAL MARKETER

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ABOUT

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I work at the intersection of marketing and technology. I partner with early stage and small businesses to develop and implement scalable and measurable digital marketing programs. I also support my partners in the adoption of new technologies that streamline marketing and sales operations.

  • Name: Stephen Chaloner
  • Education Level: Master of Science
  • Experience: 7-8 years
  • Email: [email protected]

ABOUT ME

I consider myself a multifaceted digital marketer, or T-shaped marketer, with skills spanning several core disciplines, and deep knowledge in the areas of search marketing, email marketing, user experience design, analytics and front end development.

I’ve been working in digital marketing and web development for nearly 8 years, during which time I’ve been exposed to projects both large and small, in many industries from high tech to higher education. My unique, cross-discipline experience allows me to approach marketing challenges strategically, and to be agile in my ability to quickly adapt to changes in performance data or competitive climate.

I was drawn towards digital, and marketing in particular because of it’s ever changing landscape. I am a lifelong learner, and this work affords me the opportunity to always develop and improve my knowledge and skills. What I enjoy most about the work I do, and the clients I work with is seeing significant and measurable change to their organization’s bottom line.

In addition to my work, I am an avid runner, competing at the division 1 level in college, and now continue to participate in various races, including the 2016 Chicago Marathon.

In my leisure time I enjoy running, skiing, golfing. I am a big fan of Podcasts, audiobooks, and I’m the proud owner/operator of several popular niche websites.

EXPERIENCE

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My experience spans multiple disciplines and various industries from healthcare to technology.

2010 / Dec - Present

Consultant

Digital Marketing / Web Development

I work with clients in a range of industries from tech to hospitality to establish an effective and sustainable digital marketing ecosystem that is cross channel, measurable and optimized for scalability.

My responsibilities include creating comprehensive inbound marketing strategies, including SEO, SEM, Email, Social and the integration of these channels in analytics and throughout the conversion and lead nurturing process.

Several initiatives resulted in a 3x uptick in leads generated through email signup forms, and landing pages. Also, assisted in a 25% improvement in operational efficiency by directly integrating lead forms with CRMs and mail platforms, cutting down on manual data entry and de-duplication.

I also spend time designing, developing, and optimizing landing pages for various marketing initiatives, through A/B split testing, click and scroll tracking applications. Consistently created landing pages that converted at 25% or better, much higher than industry averages for similar offers.

I manage email lists, some with 20k+ contacts. Administered surveys and refined and organized lists into user groups for targeted, highly relevant email campaigns. Developed and instituted email automation sequences for improved lead nurturing and efficiency.

Performing audits for current web properties and profiles and lead initiatives to redesign websites if deemed necessary. Several of these redesigns resulted in immediate impact on the business’s bottom line by improving the rate and quality of user conversion.

Performed monthly analyses, interpreting analytics data from all sources, and created custom executive dashboards for sharing results and actionable items with stakeholders in an easy to digest format.

2012 / Sep - Present

B/R Creative, Inc

Director of Digital Marketing

Manage all digital marketing initiatives for agency clients; integrate marketing collateral both on and offline with streamlined analytics such as call tracking, email integrations, display ads with custom URL parameters

Developed comprehensive marketing strategies, including search marketing, re-targeting, email marketing, and social media promotion and advertising; resulted in a more integrated marketing and sales funnel that leveraged earned and paid channels to engage target audience across various touch points throughout the buying cycle

Performed SEO and PPC program audits and implemented ongoing optimizations resulting in an average of 30-50% YOY increases in organic traffic, and improved brand awareness for competitive key terms and phrases

Implement remarketing campaigns to increase brand awareness and to contextually place appropriate messaging in front of prospects

Review web analytics and interpret multi-channel performance data into actionable insights to guide strategy

Manage email marketing campaigns including list structure, email concepts, and testing

2011 / Aug - 2014 / Oct

Pixelgroove, Inc

Online Marketing Manager

Lead digital marketing strategist and project manager for website and search engine marketing initiatives

Completed SEO evaluations and devised/implemented strategy based on insights from performance data; leading to 20-30% increases YOY comparisons

Conducted PPC account audits, managed account setup, keyword research, wrote ad copy, landing page analysis, A/B tested ad performance, split tested landing page design. Managed revolving account budgets totaling $200k per year

Conceptualized website architecture and wire framed UI based on discovery and baseline analysis of user needs; providing optimal user satisfaction and retention

Responsible for managing remote development teams for web application projects. Q.A. tested user interface; ensuring semantic, search optimized markup

2014 / Oct - Present

Thank You Project

Board Member

I am a founding board member of Thank You Project, a NH based non-profit who’s mission is to bring clean water to rural communities in Nigeria.

From our website: “Thank you Project’s mission is to bring a clean and reliable source of water to two communities in rural Nigeria (Ututu and Achi). We are currently fundraising to amount the necessary funds to drill and construct fresh water wells within these communities.”

www.thankyouproject.org

``Stephen has the unique gift of taking what most of us find difficult and confusing and making it useful and understandable. He does this in a calm manner and with a nonjudgmental attitude. Whether you be a novice or advanced in technology, Stephen can bring added value and enhancements to your project, website, or other tech undertakings.``

Steve Lipman, Former Dean of Admissions Berklee College of Music

EDUCATION

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A global Interdisciplinary education.

2005 / Sep - 2009 / May

Brown University

Bachelor of Arts (Visual Arts)

Providence, RI

Concentrated in visual art and specifically digital media.

Athletics
  • 4 year, 3 season varsity athlete – Cross Country/Indoor Track/Outdoor Track
  • Co-captain 2008-2009 – Cross Country/Track & Field

2010 / Sep - 2011 / Sep

University of Edinburgh

Master of Science (Design & Digital Media)

Edinburgh, Scotland UK

Received my master’s degree in a cross-discipline degree program, taking courses in informatics, arts and humanities, and business.

SKILL SET

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I have a unique and diverse skill set shaped over years of interdisciplinary study and experience.

Search Engine Optimization

SEO is a critical element of any successful online marketing strategy. Organic search traffic often represents the highest quality, most relevant traffic to a website. As such, it is key to maximize visibility for the most valuable search terms and phrases.

I’ve been helping companies improve their SEO for over 7 years. This experience includes in-depth research into the customer’s business, their competitive climate, where their current strategy is falling short, uncovering what opportunities exist in the market. I consistently see 30-50% organic traffic increases year-over-year for clients from my SEO initiatives.

At the heart of any successful SEO program is high-quality content. This is why the development of relevant, keyword rich content is imperative for the sustainable success of an organic search initiative. I center my SEO strategy on strategic content creation. Content and topic selection is based on research not instinct, and positions the business as a thought leader in their respective industry, driving qualified, relevant traffic to the site. This traffic is ideal for marketing opt-ins to, or other means of guiding valuable action from their visit.

Pay-Per-Click

As part of any comprehensive search marketing program, search and display advertising is one of the best ways to quickly compete for impressions for key competitive terms or topics and direct highly relevant messaging at a user’s point of need.

A certified Adwords specialist, I’ve managed 7 figure advertising budgets always focusing on the client’s bottom line and keeping ROI the most important metric when determining the success of a program. It’s easy to waste money with PPC ads, tying analytics in with call tracking, marketing automation etc is critical for capturing the entire picture, and an end-to-end view of the program effectiveness.

Email Marketing

Email is one of the oldest digital marketing techniques, and it’s still on of the most effective, when done correctly. I’ve worked with clients with lists from a couple hundred contacts to tens of thousands. The correct email strategy with list nurturing tactics like automation sequences, demographic segmentation, e-commerce and goal tracking integration can help a business fully realize the value that’s contained in their lists and how to unlock it.

HTML/CSS

I discovered my love for programming during undergraduate when one of my assignments was to build a basic portfolio website using Adobe Dreamweaver.

To me, there is nothing more satisfying than to watch your markup changes translate into an interactive element. As a marketer, it’s been invaluable for me to have the ability to quickly make changes to a website’s front end. Much of my coding skills are self-learned using sites like teamtreehouse.com and css-tricks.com. I have a strong passion for actually building the interfaces that  users interact with. To me, that is something very special.

UX Design

Nothing in the inbound marketing world matters as much as user experience. You can drive as much traffic as you want to a page, but if it has a poor design, a bad interface or it doesn’t take into consideration user intent, than it is worthless. UX design and optimization has always been the foundation of any marketing initiative, ensuring that the user has a consistent, relevant experience end-to-end.

I’ve wireframed and designed some very complex websites and applications, from desktop sizes down to mobile. These designs were always the result of pain staking research and full consideration for the goals of the web initiative. Once live, these designs were tested, re-tested, and continuously fine tuned to maximize engagement, retention and action.

Social Media

Like it or not, social media is a key component to any online marketing initiative. It fills a major gap in the way brands interact with their audience. It also is a major signal for search engines as to the quality and relevancy of your brand.

Growing up in the age of social media growth, I am naturally well versed in many of the platforms currently in use. In addition, I have a deep understanding of how to use Twitter, Facebook, Instagram, Periscope in a business setting to engage with your audience and to effectively promote your brand.

Graphic Design

Design is an area that I find extremely rewarding. From graphics for an opt-in offer, or display ads, to email template design. Knowing that this is the actual visual element that a user will interact with is very powerful. My prowess with Adobe creative suite, allows me to create designs from the ground up or tweak designs from another designer and manipulate them when needed to test performance in a marketing initiative.

This is one of the more creative outlets for a marketer, and I relish the opportunity to make use of my design chops in a marketing environment.

Analytics

Before I do anything with a new client, I look in their site’s HTML to see what they have in terms of Analytics, do they have Google Analytics installed (good), do they use Tag Manager (better), do they have Tag Manager with various other tags for automation tools, call tracking, email marketing (best).

Sadly, more often than not, there is no analytics installed and the client has lost years of valuable performance data, and we’re starting our program in the dark.

The absolute biggest value of digital is that everything is trackable. There is no excuse to not know what the end result of an email blast was, even an offline physical mailing can be tracked to a large degree and integrated into an analytics platform.

Google Analytics has been my go-to tool for analytics. I’ve integrated all types of platforms into it to measure end-to-end performance and I derive the greatest pleasure from checking my clients live traffic performance after an update or start of a new program.

Technology

Technology sits behind everything that I do as a digital marketer and practitioner. It’s what drives all the integrations that allow me to follow prospective customers end-to-end in the marketing/sales funnel.

My obsession with tech has been a lifelong one. The main reason I love digital marketing is the fact I am able to test and experiment with so many different applications and tools. In such a fast-paced world, you have to have a zeal for experiencing new things or else you’ll be left behind.

Some of my favorite (current) tech:

  • CRM – Salesforce, Highrise
  • Automation – Hubspot, Pardot
  • Design – Photoshop, Illustrator, InDesign, OmniGraffle
  • Team collaboration – Basecamp, Trello, Slack
  • Analytics – GA, GTM, SEMRush, CallRail, Optimizely, CrazyEgg
  • API Integrations – Zapier, Cloudflare
  • Email – Mailchimp, Constant Contact

PORTFOLIO

A cross section of projects, industries and organizations I’ve worked with.

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CONTACT ME

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If you'd like to learn more about what I do and how we might work together, please get in touch via this contact form or email me directly. I will get back to you as soon as possible.

Get in touch

Email: [email protected]
Phone: (603) 261-5020