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Mandi Karras

​Digital Analytics Lead


Data driven digital marketing professional with broad experience in analytics, digital strategy, search marketing, campaign management and email marketing.

Work experience

Aug 2011Present

Digital Analytics Lead

  • Reporting & Analytics: Drove tagging initiatives and implementation strategy to ensure digital marketing efforts were measured accurately and appropriately. Provided monthly dashboard reporting to executive team including website, operations, direct mail and campaign results, as well as optimization recommendations.
  • Media & Campaign Management: Developed online campaign strategy and tactics for 3rd party business units, comprised of email, social media and SEO efforts. Established campaign objectives and reporting of marketing programs’ ROI effectiveness. Provided insights and analysis for all promotional initiatives using a variety of analytics programs, including Google Analytics and Adobe Reports & Analytics. 
  • Search Engine Optimization:  Developed content strategy focused on top revenue generating keywords. Wrote, optimized and refined all text including meta-data, descriptions and on-page content contributors. Monitored and reported on all domain/page authority scores, crawl results and error reports. 
  • Email Marketing: Managed campaign strategy and deployment including creative vision/direction, list segmentation, scheduling, and deployment. Experienced with all subscriber list segmentation and data extension models. Integrated Adobe Report tracking within email platform and provided a variety of reports to stakeholders, including standard KPI reporting, MOM and YOY growth trends. 
  • UX/Content Management: Managed and maintained all promotions and content across multiple sites using Sitecore technology. Implemented all on site SEO recommendations (and assured implementation was done correctly using QA scripts). Developed and executed website monitoring scripts using Keynote technology. Assisted with wireframe development, creative mockups, usage scenarios, navigation maps and style guidelines for new product launch.
Feb 2011Aug 2011

Manager, Interactive Marketing

Silversea Cruises
  • Marketing Management: Managed the interactive agency relationship and coordinated the request, development and execution of all online initiatives for global offices in Australia, Monaco, Germany and the United Kingdom. 
  • Email Marketing: Developed robust email marketing campaign strategy for all global offices. Led the global lead acquisition, distribution and management strategy. 
  • Budget Management:  Managed North American budget for web development, social media marketing, search engine marketing and optimization, email marketing, creative and translation services.
Jan 2009Feb 2011

Manager, Online Marketing and Analytics

  • Campaign Management: Led the development and execution of online marketing strategies with specific objectives to drive revenue and new customer acquisition for North America and Canadian marketing initiatives. Oversaw the overall web marketing results and measured the impact of the website and internet marketing strategies and efforts across the organization.
  • Budget Management:  Managed budget for web development, social media marketing, search engine marketing and optimization, email marketing, creative and translation services.
  • Social Media: Developed and implemented innovative social media marketing ideas and programs using social network platforms such as: Facebook, Twitter, LinkedIn and YouTube. Increased online traffic, customer acquisition and company revenues through these channels. Monitored all social media activity, coordinating guest feedback with customer service and public relations department for timely responses.
  • Relationship Management: Managed the interactive agency relationships including campaign monitoring & reporting for key management stakeholders. Administered North American relationship between web marketing and IT in Naples, Sorrento and Geneva.
  • Email Marketing: Developed robust email marketing databases to deploy ongoing marketing programs designed to significantly grow prospect, customer and trade databases.
Apr 2007Jan 2009

E-Marketing Manager

  • Web Project Management: Led website reengineering project, providing strategic and creative direction for Supervised content management system development and migration into new infrastructure. Directed formation of content development, imagery selection, video footage and featured offers for, Regent's quarterly online magazine.
  • Campaign Management: Controlled website search engine optimization strategy via paid, organic and paid inclusion search campaigns. Purchased all online media, including optimization and reporting on campaign performance for and various Regent Hotel campaigns.
  • Analytics: Reported and monitored all web analytics including traffic patterns, conversion funnels and navigational streams.
May 2006Apr 2007

Internet Marketing Manager

  • Web Project Management: Directed IT efforts to identify and prioritize new site features, functionality and content to enhance web presence and user experience.
  • Email Marketing: Created, executed and tracked email marketing to ensure successful results.
  • Campaign Management: Analyzed online and offline marketing opportunities for senior management. Coordinated all direct marketing materials with graphics department to ensure consistent brand strategy.
  • Search Engine Marketing: Managed website search engine optimization strategy via paid and organic search.
  • Analytics: Prepared monthly ranking and website analysis.
Jan 2000May 2006

VP of Client Services

  • Campaign Management: Managed all facets of multiple interactive advertising campaigns for clients such as Regent Seven Seas Cruises, Cruise Deals, and T.G.I. Friday’s Restaurant. Negotiated inventory rates, terms and cancellation policies on all media purchases. Optimized interactive campaigns, including the negotiation of bonuses to lower cost per visitor and increase ROI metrics.
  • Analytics:  Developed and analyzed weekly campaign data to clientele that detailed vital campaign metrics including advertising spend, revenue received, return on investment. Customized analysis data to clientele showing quarterly ad spends, areas of concentration and targeting of competitors by industry.
  • Market Research: Researched new interactive opportunities based on client demographics, psychographics and industry trends.
  • Relationship Management: Developed and fostered strong client, agency and vendor relationships.


  • Digital Analytics for Marketing Professionals: Marketing Analytics in Practice (University of Illinois)
  • Adobe Analytics: Ad Hoc Analysis (Adobe Digital Learning Certification)
  • Adobe Analytics: Advanced Features and Tools Training (Adobe Digital Learning Certification)
  • Adobe Analytics: Dynamic Tag Management (DTM) (Adobe Digital Learning Certification)
  • Adobe Analytics: Reports & Analytics (Adobe Digital Learning Certification)
  • Adobe Analytics: Reports & Analytics Implementation (Adobe Digital Learning Certification)
  • Google Analytics 101, 201 and 301  (Lunametrics Seminars)
  • Tableau Fundamentals (Tableau)