Luke Walsh


SEO/SEM provided my first opportunity to break-out of a relatively dead-end position in CPG channel management. I leveraged these newfound skills while working at Palo Alto Software, over 12 years ago, and added hundreds of thousands in value to the small company's balance sheet.

I have steadily improved upon my SEO/SEM skills throughout the last decade. This November I attended PubCon in an effort to help my company dig deeper into the potential for SEO. Also, so that I can effectively manage the development of our search-friendly WordPress plugin for Realtors.

In addition:

  • I have a strong bias towards implementation and results, not theoretical planning. Plans are important, but they must be agile, and respond swiftly to markets and customers. 
  • I have led and participated in teams of 100, 20, and a team of 2. Each team is different but one thing remains the same; always respect your teammates, and learn from them. 
  • I have displayed a history of consistent, positive results. 
  • I prefer to take calculated risks - sometimes big risks - but calculated.
  • I am not a person who feels particularly entitled to special treatment because of past performance or commitment. Every day is a new day, and my past performance is not as important as my present performance. 


To provide considerable revenue growth to the employer that chooses to hire, and retain me. 

Work History

Work History
Dec 2010 - Present

General Manager

IDX, Inc.

  • Responsible for the day-to-day operations of the business, and team of 26 employees. 
  • Product management and development scope for the new IDX Broker Platinum (Beta) product.
  • Sales management; including performance, analytics, social media, webinar, and channel development by the sales team. 
  • Support plan, and building operational scalability.
  • Direct management of offsite development, and new product spec of the SEO-friendly WordPress plugin for IDX Broker Platinum.  
  • Reports to President/CEO. 
  • Hosts bi-monthly product training webinars, writes and edits newsletter content to all client segments, manages part-time social media coordinator to ensure that the company responds rapidly to social media channels. 
  • Sometime panelist, along with CEO, for various industry events - including Inman Connect in NY and SF.  
May 2009 - Nov 2010

Director, Business Development

IDX, Inc.
  • Helped grow the business by 100%+, year-over-year, for nearly 2 years. 
  • Identified new partnership, and client positioning opportunities that delivered results. 
  • Took on additional responsibilities:
    • Including the spec, build, and management of a "critical path", SEO-friendly WordPress plugin designed to make the company more competitive in the real estate space. 
    • Spec'd, installed, and customized a public-facing knowledgebase, and then produced over 60% of the content the first year. 
    • Publish multiple blog posts and forum posts to engage with the real estate community. 
Jul 2008 - May 2009

Platform Product Marketing

Yahoo! Inc
  • Developed two MRDs to support development of Non-Guaranteed ad serving and ad exchange tools in APT.
  • Built and presented strong use scenarios to support both exchange quality product changes as well as Right Media client migration to APT.
  • Worked with Pro Services to develop detailed Brand Safety product roadmap for the Right Media Exchange.
  • Hosted an average of 5-6 Adobe Webinars/month with internal teams and external clients.
  • Wrote a focused PRD to support integration of IASH (UK) needs with need for visible site trading using Exchange UI.
  • Launched IASH channels as per Right Media product roadmap (Nov 2008 w/update release in July 2009).
  • Initiated contact with IASH 3rd party auditing group ABCe. Convinced VP International of need for contract and engagement with ABCe.
  • Liason for Exchange policy team and represented Exchange policy requests to Product Managers through the development of use scenarios and proper business context.
Jan 2006 - Jun 2008

Client Services Manager/Director

Right Media/Yahoo
  • Lead responsible for growing mid-tier publisher (10MM-500MM impressions/mo) deployment and commitment to Direct Media Exchange. Client base amounted to 80% of total volume and contribution to revenue.
  • Grew from a team of one in 2006 to five by 2008, including two hybrid Account Manager/Analyst roles.
  • Designed operational database using MS Access and later leveraged Salesforce tools to ensure that publishers were being fully deployed and proactive approach to client relations was being observed.
  • Established retention goals for team and helped them achieve average 90%+ retention of top 80% revenue contributors.
  • Helped the team grow participating exchange network revenue by approximately 10%+ monthly for more than a year.
Feb 2005 - Dec 2006

Business Development Manager

Right Media Inc.
  • Part of a small team that helped design, promote and launch Direct Media Exchange into beta as a "first-mover" Web 2.0 self-serve publisher platform.
  • Called on mid-tier publishers and beta clients in order to encourage testing and use of the Direct Media Exchange ad network management platform. 
  • Contributed blog posts, created video walk-through, and delivered on expected impression and client growth numbers.
  • Contributed feedback to product manager and development team based on beta client feedback and priority of requests.
Dec 2001 - Jan 2005

Sr. Marketing Manager

Palo Alto Software Inc.
  • Managed retail channel product launches as noted in Channel Marketing Manager role listed below.
  • Launched, designed, and managed paid search campaigns in order to balance ROAS with revenue goals.
  • Helped grow direct performance campaign revenue by approximately 20%+ per year for several years. 
  • Worked with Sr. Site Producer to track and maximize performance advertising campaigns as well as maximize site traffic conversion.
  • Managed affiliate and partners in order to maximize sales/conversion rates as well as maintain control over brand affiliation. 
Sep 1997 - Jan 2005

Channel Marketing Manager
  • Directed 3rd party sales team of 10 to ensure maximum inventory goals were being met.
  • Tracked and reported weekly channel inventory, market share, competitive results, and other metrics as part of Executive summary report.
  • Helped the company grow channels sales by 15%+ per year for almost seven years.
  • Helped the company achieved a peak channel market share of 80%.
  • Recommended to CEO and VP Marketing that the company hire a 3rd party merchandising firm in order to further enhance knowledge and exposure to the brand.
  • Provided RFP and approved creative spend to support premium branded POP materials and documentation.
  • Attended 4-5 industry events and trade shows per year in order to demonstrate new products, new product features and benefits, as well as to negotiate for inventory buy-in by leveraging a fixed quarterly budget to support channel promotions accross all retailed.
  • Met with and played golf with major CPG retail buyers, VPs, and Executives at 2-3 industry events each year.
Jan 2000 - Jan 1999

Marketing Manager

Palo Alto Software Inc.
  • Managed retail channel product launches as noted in Channel Marketing Manager role listed below.
  • Launched and tracked performance of banner as well as pre-contextual search text ad campaigns. 
  • Created press kit, invoice template, and other documentation (pitch and audience decks) in order to support advertising sales on
  • Pitched and sold advertisers such as,, WSJ, and others directly on behalf of
  • Sold an average of $20k in inventory per quarter.
  • Recommended and received formal training in DoubleClick's DFP product. 


Aug 1994 - Jul 1997

BA Finance
  • Averaged 18 credit hours per term.
  • Graduated in 3 years.
  • Worked PT off-campus for an average of 30 hours/week in order to pay for my education.
  • 100% personal financial risk (paid my own way).
  • Dean's List.





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