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

Work experience
Apr 2008 - Present

Web Communications Manager


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 2006 - Jan 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 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, and MSN
  • Created and launched B2B HTML email blasts to customers and prospects
Mar 2005 - Sep 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 2004 - Mar 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 1999 - Jun 2004

Senior Communications Specialist - Project Manager I

  • Supported redesign of the Single-Family section of; 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 1997 - Mar 1999

Business Analyst III

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

Mar 1994 - Mar 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 1992 - Mar 1994

Economic Research Assistant

Dewey Ballantine

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

Sep 1990 - Mar 1992

Senior Research Associate

Advisory Board Company

Authored more than 150 customized research reports for hospital administrators.


Sep 1986 - May 1990


Graduated Summa Cum Laude

Phi Beta Kappa