Download PDF

Summary

Senior Manager, Web Marketing and Search Engine Optimization

Creative communications professional with broad experience developing and implementing customer-focused, business-to-business communications; substantial history with multi channel marketing, analytics, Web site management and usability testing.Areas of Expertise

  • Search engine optimization (SEO)
  • Web site development, management and usability evaluations
  • Web analytics
  • Email marketing and marketing communications
  • Pay-per-click (PPC) advertising and search engine marketing (SEM)

Key Achievements

  • Managed annual $1 million paid search campaign containing 7,000 keywords
  • Created sales collateral, including presentations, information packages and conference promotions, that contributed to an adoption rate three times greater than forecast for multi-million dollar business-to-business e-commerce initiative
  • Designed usability test to validate changes at a cost of $30 per person, a significant savings compared to the industry average of $150-$170 per person
  • Implemented 4,800-customer e-newsletter that averaged 59 percent open rates and 11 percent clickthru rates
  • Conceptualized, created and presented poster, Recruit More Test Participants Faster, Cheaper and Happier By Piggybacking on Existing Customer Conferences, at the Usability Professionals' Association Conference
  • Created and managed active news and outreach nonprofit Web site for nine years; site averaged 40,000 page views per month in 2007

Work experience

Apr 2008Present

Web Communications Manager

NFIB

Manage search engine optimization (SEO) efforts: site structure, link building, on-page factors, content optimization, content management system, vendor management

  • Manage Web analytics using WebTrends and Google Analytics
  • Manage paid search (PPC) campaigns
  • Identify Web 2.0 and social networking opportunities
  • Manage registration of more than 100 domains in company's portfolio
Sep 2006Jan 2008

Senior Manager, Web Marketing

CoStar Group
  • Recommended and implemented search engine optimization (SEO) tactics, including information architecture for upcoming site relaunch
  • Performed keyword analysis and wrote title tags and meta descriptions for 120 new pages
  • Implemented Omniture SiteCatalyst on CoStar.com for Web analytics
  • Translated usability testing findings into effective Web site design improvements
  • Supported transition to Ektron content management system
  • Managed and optimized annual $1 million paid search campaigns through Google, Yahoo, Business.com and MSN
  • Created and launched B2B HTML email blasts to customers and prospects
Mar 2005Sep 2006

Strategic Communications Manager

  • Generated and analyzed Web metrics reports using HitBox to improve effectiveness of communications channels
  • Managed internal communications for company's primary business areas, including loan sourcing, operations, IT and sales divisions
  • Wrote business-related feature articles for intranet homepage
  • Hired and supervised four direct reports
Jul 2004Mar 2005

Lead Senior Communications Specialist

  • Managed internal and external communications for senior vice president (SVP) of operations
  • Wrote speeches for SVP to deliver at industry conferences
Mar 1999Jun 2004

Senior Communications Specialist - Project Manager I

  • Supported redesign of the Single-Family section of FreddieMac.com; designed and administered pre- and post-implementation usability tests, interpreted results and recommended site changes; completed deployment on time and on budget, with data showing improved customer access to business applications
  • Collaborated with internal, voluntary cross-functional usability community of practice, including making presentations at four of the monthly sessions
  • Developed and executed communications plans for Freddie Mac's multi-year, multi-million dollar business-to-business e-commerce initiative, Project Enterprise
Mar 1997Mar 1999

Business Analyst III

Developed communications for the automated underwriting service, Loan Prospector, as part of the marketing communications department.

Mar 1994Mar 1997

Risk Analyst III

Analyzed quality control data and summarized findings to support business decisions for the Sampling and Reporting group in the Quality Control department.

Mar 1992Mar 1994

Economic Research Assistant

Dewey Ballantine

Conducted research for six economists at law firm on behalf of steel and lumber industries.

Sep 1990Mar 1992

Senior Research Associate

Advisory Board Company

Authored more than 150 customized research reports for hospital administrators.

Education

Sep 1986May 1990

B.A.

Graduated Summa Cum Laude

Phi Beta Kappa