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Work experience

Nov 2009Present

Marketing Sciences Director

Critical Mass

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.
Jul 2009Oct 2009

Senior Web Metrics Reporting Analyst (contract)

Main web analytics resource for one of Canada's largest telecommunications company.

Key activities: strategic web improvement recommendations, Omniture SiteCatalyst implementation customization, automated reporting, executive dashboards, continuous improvement process driver, ad hoc analysis, voice of customer implementation, multi-channel virtual team management.

  • Developed and manage a virtual multi-channel intelligence team to provide actionable data and recommendations for initiatives across the organization.
  • Drive the continuous improvement process by delivering actionable insights into web traffic data from a variety of sources including web analytics, business intelligence, operations, marketing and more.
  • Act as the company champion and expert in web analytics and web data insight.
  • Assist in advanced customizations and the combination of other company data for even greater insight into the customer experience.
Mar 2009Jul 2009

Web Marketing Specialist (contract)

Sauder School of Business at the University of British Columbia

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.
Jan 2009Mar 2009

Internet Marketing Manager (contract)

Key position in website analytics, evolution and development BCs natural gas utility.

Key activities: content management, web analytics reporting evolution, web project management, web marketing, usability.

  • Evolved the SiteCatalyst implementation for full automation, freeing more time for analysis and site evolution.
  • Enhanced site content strategy and created a new site experience for visiting customers.
  • Project managed the development of an all new home page with internal stakeholders and external agencies.
May 2008Dec 2008

Director of Marketing - Hospitality (Hcareers)


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.
Aug 2007Apr 2008

Senior Web Analyst (contract)

Shaw Communications Inc.

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.
Dec 2006Aug 2007

Marketing Manager

World Web Technologies

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.
Oct 2005Dec 2006

Director of Sales and Marketing

5 Calgary Downtown Suites Hotel and Spa

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.

Marketing Manager, Product Manager, Marketing Consultant

Various Organizations

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.



Certificate in Web Intelligence

University of California, Irvine

Web intelligence is a combination of web analytics, which examines how website visitors view and interact with a site’s pages and features, and business intelligence, which allows a corporation’s management to use data on customer purchasing patterns, demographics, and demand trends to make effective strategic decisions. Areas of study included Business Intelligence, Project Management, and Data Warehousing.


Award of Achievement in Web Analytics

As the Industry standard education in web analytics, the UBC Award of Achievement in Web Analytics teaches how to create and manage a web analytics program, optimize the effectiveness of site content, customer support initiatives, and the usability of the interface and navigational structure.


Christene Best

“Within a very short time of joining Hcareers, Dan made concrete contributions that helped the sales force access information quickly and improved their product knowledge. The web-based marketing centre that he created was simple to use and made life a whole lot easier.” November 10, 2008

Ken Farrington

“Dan single-handedly established, implemented and championed Web Analytics as a discipline at Shaw. By doing so, he was instrumental in the ongoing evolution of our online properties and in providing actionable insight into our online marketing efforts.” January 19, 2009

Kirk Hanes

“When Dan joined Hcareers his presence and impact were felt immediately throughout the organization. His approach to successful execution is a subtle tone, appropriate questions and well thought out delivery times. I have worked with a lot of people who have promised a lot of things but Dan stands out as being the guy that met every commitment he made. His excellent marketing acumen coupled with his ability to get things done makes Dan someone I would hire again without hesitation.” October 31, 2008

Cindy Lund-Chow

“Dan is a change leader. Dan quickly analyses the situation and responds with creative and sound actions that have a positive and direct impact on business outcomes. I witnessed phenominal positive change at his time with Hcareers. Dan is a true leader not only for his ingenuity, but also his drive to motivate and develop those on his team. I have learned a great deal from Dan, I highly recommend him to any organization that is looking for positive change and solid leadership!” December 9, 2008

Kathy Shworak

“Dan has a passion for helping others get great results from their websites. He has superior analytical skills and the ability to make practical and actionable recommendations. Working with him is a great pleasure.” April 28, 2008

Jason Baker

“Dan's attitude and high level of professionalism brought a freshness to the direction that the hotel was heading. His inovative ideas in regards to marketing as well as his natural sense of what would work benefited the hotel in numerous ways. His dependability, willingness to help and outgoing personality made him a great asset to my team.” July 19, 2007


Google Analytics Individual Certification Qualification


Google AdWords Professional (expired)





As a successful Web Analyst and Web Marketing strategist, I have an extensive arsenal of online marketing capabilities and technical knowledge, as well as a passion for leveraging analytics in driving high performance web strategies. I have utilized advanced cross-channel analytics strategies and segmentation to promote engaging and optimized web experiences for a wide variety of sites and projects including product launches, online advertising, landing pages, email campaigns, search, as well as usability testing of existing and new site features.My expert knowledge of leading web analytics and web measurement tools includes Omniture, WebTrends, Google Analytics, OpinionLab, Mobilytics, TeaLeaf, ForeSee and many others. I have hands-on experience in project managing the implementation, combining and data mining of these and other web technologies. Work on several Web Analytics Association committees keeps me on the leading edge of the online measurement industry.

Volunteer Work

Web Analytics Association Committees

  • Research
  • Standards
  • Education

Featured In

University of British Columbia Continuing Education

  • Calendar Profile, Fall 2009 - Web Analytics and Web Intelligence

Red Deer College Alumni Magazine Spring 2008

  • Web 2.0

Tools Experience


  • Google Analytics
  • Omniture SiteCatalyst
  • WebTrends


  • Omniture Test&Target
  • Google Website Optimizer
  • General A/B and Multi-Variant testing

Voice of Customer

  • OpinionLab
  • ForeSee Results

Customer Experience

  • TeaLeaf
  • ForeSee Results


  • Sharepoint
  • Microsoft CMS
  • DNN
  • iMIS


  • HTML
  • JavaScript
  • Basic Flash


  • Access
  • Cognos
  • Basic SQL
  • Crystal Reports
  • SAS Business User


  • Salesforce
  • Custom CRMs


  • Adobe Captivate
  • TechSmith Camtasia

Email Marketing

  • Constant Contact
  • Campaigner
  • Responsys
  • Cakemail
  • PHPList