Director of Web Marketing
Director of Web Marketing, Columbus, OH Private non-profit University offering both online and traditional degree programs for busy working adults. Responsibilities include: Management of a $500,000 budget and a four-member team charged with driving new student enrollment via the execution of search engine marketing initiatives, paid and organic search optimization, social media strategy development and implementation, analytics monitoring and data analysis, and ongoing pre-and post-conversion rate optimization to support full funnel enrollment goals. I routinely presented online strategy rationale and tactical plans to senior University leadership, the Board of Trustees, Board subcommittees, and University Administrators. Selected Accomplishments: Designed and executed a" Web Transformation" initiative that added functionality to the institutional CMS and simultaneously launched a new website rebuilt to SEO standards from a standards compliant codebase. Launched seven new online degree programs with corresponding paid search campaigns. Increased application conversion rates by 21%. Increased inquiry conversion rates by 73%. Utilized Google's Website Optimizer Tool to test multiple variations of copy and design elements in support of conversion rate optimization. Designed and executed an institutional social media policy. Traveled to Eastern Europe to meet with institutional partners to help drive online and on-site enrollment growth in international graduate programs. I was nominated for and currently serve on the institutional Policy Review Committee. I was asked to participate in Franklin's internal Leadership Development Program at the request of senior leadership.