Stephen Chaloner

Digital Analytics & Marketing Technology


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I work at the intersection of marketing and technology, with ten years of experience solving complex business challenges through online technology and data-driven marketing solutions.

  • Name: Stephen Chaloner
  • Education Level: Master of Science
  • Experience: 10 years
  • Email: steve[at]foragedigital.com


With over a decade of experience in online technology and digital marketing, I am a highly adept, cross-functional professional with advanced knowledge in analytics, web development, search engine marketing, email marketing, advertising.

In my 10+ years of experience, I’ve been exposed to projects ranging in size, across many industries from experience, healthcare, high-tech, retail, and education. I’ve worked both from an agency perspective as well as in-house. I approach business challenges strategically and creatively drawing on my wide-ranging experience in online technology.

I was drawn to digital marketing because of the opportunity for constant learning in a fast-paced, ever-changing landscape. As a lifelong learner, 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 projects I’ve worked on is observing the measurable difference well-considered strategies can have on a business’s bottom line.

In addition to my work, I am an avid runner, competing at the Division 1 level in college, and now continuing to participate in various races, including the 2016 Chicago marathon and the 2014/2018 Boston marathons.

In my leisure time, I enjoy spending time with my wife and family, playing guitar, golfing, reading. I am a big fan of Podcasts and my greatest frustration is not having enough time to listen to all the interesting content out there! My guilty pleasure is craft beer and I can be found making weekend trips to Vermont and Maine chasing the newest hyped release.



My experience spans various businesses and organizations from e-commerce, lead gen, and non-profit. I also have experience in a wide range of industries including experience/event, healthcare, and high tech.

2017 / Dec - Present

Vacation Innovations

Director, Digital Analytics and Optimization

I built the analytics and experimentation programs from the ground up, developing systems and processes that allowed the program to successfully scale to 100+ concurrent tests running across 12 web properties.

This program collaborated closely with all facets of marketing from organic and paid search, email, and lifecycle marketing. The program was integral to the success of each marketing vertical by incorporating experimentation and testing methodologies into all initiatives.

Maintained a high standard of quality for testing by enforcing scientific rigor in assessment of ideas and results

Implemented a sophisticated digital analytics framework using GTM, Google Analytics 360, BigQuery, Google Compute Engine.

Engineered end-to-end attribution reporting, mapping disparate data sets across BigQuery, SQL Server and Salesforce

Built automated data pipelines for transforming and migrating data between systems using R, and Google Compute Engine; Allowed company to build an accurate attribution for offline conversions that resulted large increases in return on advertising spend.

Evangelized experimentation internally and reported key program metrics to stakeholders resulting in the adoption of a testing mindset across the organization as a primary risk mitigation strategy.

Experimentation and analytics programs drove significant measurable growth for the business and were directly tied to annual growth of ~5%, equating to several million dollars a year in additional revenue.

2016 / Dec - Present


Partner, Director of Digital Operations

Responsible for all digital assets including core products – email, text-to-speech audio edition, and website.

Established and manage product integration with distribution partners such as Apple News, Google Play, and Kindle.

Developed robust automated reporting on key campaign metrics across 100+ daily email campaigns by writing program with R to interact with Mailchimp API, storing data in BigQuery and building dashboards in Data Studio.

Managed all marketing initiatives for retail and university subscribers. These include Facebook, LinkedIn advertising, and email automation sequences for nurturing prospects.

2016 / Dec - Present

Sip & Script, Inc

Tech Lead

Built e-commerce, event management platform leveraging WordPress/WooCommerce.

Managed Facebook and Google advertising resulting in ROAS of 5-6x on average.

2010 / Dec - Present


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. 

Additionally, I’ve helped nearly three dozen companies and non-profits adopt WordPress as their CMS and customized to meet their specific requirements whether e-commerce, subscriptions.

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 an 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 - 2016

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.”


``Stephen is one of the most talented and dedicated professionals I've worked with in the last 30 years. He is smart, incredibly versatile in his technology and marketing skills, has a keen strategic mind, and is an enormous pleasure to work with. I know that I can always count on him to finish every project with complete success. He's been invaluable to me in building this new company.``

Philip S. Balboni, Founder New England Cable News, Founder & CEO DailyChatter LLC

``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



A global Interdisciplinary education.

2005 / Sep - 2009 / May

Brown University

Bachelor of Arts (Visual Arts)

Providence, RI

Concentrated in visual art, specifically digital media.

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

2010 / Sep - 2011 / Sep

University of Edinburgh

Master of Science (Design & Digital Media)

Edinburgh, Scotland UK

I received my master’s degree in a cross-discipline degree program, doing coursework in informatics, arts, humanities, and business.



I have a multi-facet skillset acquired over a decade of experience working hands-on with technology and various marketing modalities.

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.


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.


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.


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 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

Digital Marketing

  • SEO
  • SEM
  • Email
  • Paid Social


  • Programming – R, JavaScript
  • Front End – HTML, CSS
  • Back End – PHP
  • Database – SQL, MySQL
  • Version Control – Git


  • Google Analytics 360
  • Google Tag Manager
  • Google Data Studio

Technology / Tools

  • Data Engineering – BigQuery, Google Compute Engine
  • User Research – Hotjar
  • Experimentation – Google Optimize, Optimizely
  • Data Viz – Data Studio, PowerBI
  • CMS / Ecomm – WordPress, WooCommerce
  • Email – Mailchimp, Constant Contact, Vertical Response, Campaign Monitor
  • CRM – Salesforce, Hubspot
  • Automation – Pardot, Hubspot, Act-on
  • Ad Platforms – Google Ads, Facebook/Instagram, Bing Ads
  • Project Management – Jira, VersionOne, Asana
  • Visuals – Photoshop, Illustrator, InDesign


  • DataCamp – Data Science with R Career Track (In Progress)
  • Google Ads Certified
  • Google Analytics Academy
  • Hubspot Inbound



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: steve[at]foragedigital.com