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.
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.
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.
Built e-commerce, event management platform leveraging WordPress/WooCommerce.
Managed Facebook and Google advertising resulting in ROAS of 5-6x on average.
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.
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
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
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.”