VisualCV

Leading the analytics team managing the website of one of the largest automotive manufacturers in the world.

Key Activities: Build relationships within the client organization and become a trusted advisor in the area of Marketing Science / Web Analytics,  organic account growth, strategy development, technology evaluation and implementation, education and building a culture of measurement for client and internal teams, budgets and estimating, team growth and retention.

• Engaged new QA processes which resulted in 100% tagging verification, leading to shortened deployment cycles.
• Successfully re-engaged the agency analytics team with their largest client and deployed new global strategic measurement methods.
• Developed all new measurement strategy for the launch of an industry-changing electric vehicle.

Primary driver for web analytics, e-marketing and email strategy at Canada's leading academic business school.

 
Key activities: strategic web and online marketing planning, online advertising, web analytics, SEO, SEM, brand identity, website content and design, newsletters and e-blasts.

• Implemented advanced web analytics tagging strategy to significantly improve metrics reporting.
• Engaged continuous improvement processes on website and e-marketing activities.
• Project managed and implemented new school-wide e-newsletter and e-blast system.

Focal point for all marketing activities. Proactively create, drive and manage the marketing department’s projects and resources to achieve website and corporate goals, with a particular focus on leveraging web analytics to improve processes and results.

Key activities: strategic marketing and advertising planning, sales support, web analytics for continuous improvement, SEM, brand identity, overall website evolution planning, traffic partners, ROI and fiscal responsibility, client research and personas, tradeshows.

• Performance managed a cross-functional marketing team for all activities including web analytics, email marketing, public relations, training development, sales tools, customer and job seeker experience etc.
• Developed a strategic advertising product marketing plan which tripled previous sales numbers with a heavy emphasis on sales force education and resources.
• Re-focused company culture towards data driven decision making by incorporating analytics and customer data into win/loss analysis, retention and up-sell strategies, lifecycle marketing programs, and special marketing projects.

Responsible for developing and implementing full web analytics program on all Shaw web properties as well as developing and delivering dashboards, scorecards, and ongoing insights to key personnel and departments.

Key activities: web analytics implementation and customization, marketing campaign tracking and optimization, A/B and multi-variant testing, usability testing, custom and ad-hoc reporting, executive dashboards

• Cultivated a data-driven culture and focused on delivering actionable insights to a wide variety of key business stakeholders, not just data.
• Wielded a variety of data tools to achieve specific web improvements, including WebTrends, OpinionLab, TeaLeaf and others.
• Significantly improved conversions by initiating advanced campaign tracking and ROI analysis for email and web marketing spends.

Managed all marketing efforts for Canada’s largest Travel Portal site.

Key Activities: strategic marketing plan development, search engine optimization, online and traditional advertising, email marketing, pay-per-click campaigns, trade shows, online software demonstrations and e-learning, website development, search engine marketing, SEO, web analytics, blogging, creative development.

• Drove hundreds of leads into the sales pipeline by designing, writing and implementing an informative newsletter on topics of interest to World Web's corporate audience.
• Scripted, produced, and directed Web 2.0 Videos like WebRezPro and  ActivityEngine to engage prospects in the company's products and services.
• Crafted powerful custom e-Learning modules which successfully engaged users of the targeted software and freed the developers time from answering basic questions to enhance the product instead.

Created the marketing and sales revolution of an emerging downtown Calgary boutique hotel.

Key Activities: strategic marketing plans and budgets, website development and optimization, web analytics, advertising, brand development, Internet and email marketing, promotional campaigns, sales department training, public relations, customer database management, competition tracking, collateral and creative development.

• Redeveloped website from scratch with web analytics and a strong SEO strategy which increased web booking revenue by 170%.
• Brought to life a highly successful public transit ad campaign and created original food and beverage advertising which not only drove significant levels of new revenue but also won first place for creative design in the 2006 Alberta Restaurant and Foodservices Association Marketing Awards.
• Lead sales and marketing teams to achieve and exceed hotel revenue goals utilizing business development models while implementing highly successful marketing and pricing strategies.

Emergence of e-Marketing and Web Analytics

• Leveraged existing web analytics technologies to improve web experience and conversions.
• Authored and developed whole new levels of web content to attract potential clients, greatly improve online communications and achieve top ranking on search engines.
• Created web based on-demand and live presentations which greatly increased interest in products as well as freed significant time for sales to pursue live leads rather than prospecting.
• Managed trade show appearances and speaking opportunities including JavaOne and Oracle Open World.
• Responsible for product launches and full marketing campaigns for brand awareness and sales impact.
• Trained hundreds in the use of new products with innovative seminar styles.
• Acted as a critical marketing link between widespread sales teams.
• Performed in marketing advisory roles to senior management.