Web Analytics Director

Experience:

Director of Web Analytics & Search Marketing 2007- Present
Food Industry

  • • Orchestrated the implementation of Omniture Web Analytics for corporate site.
               o Defined Business Requirements for initial implementation.
               o Led an audit of all Web Analytic metrics being tracked to confirm their accuracy.

  • Continually work as the liaison between Technology and Marketing to make sure all metrics are being tracked correctly.
  • Created and automated daily, weekly, and monthly dashboards for the Marketing and Executive teams to measure KPI's and monitor trends.
  • Analyze web analytic data and continually make recommendations based on the data.
  • Execute A/B split tests and measure and report on the results.
  • Integrated internal tracking codes into Omniture to be able to look at site behavior by channel.

Search Marketing:

  • Managed all Paid Search efforts for Restaurant.com and two additional B2B lines of business.
  • Brought Paid Search campaigns in house and grew revenue by over 500%.
  • Eventually turned management of Paid Search to an agency. Managed agency relationship for 3 lines of business.
  • Expanded search to new engines including Shopping Engines and Paid Inclusion.
  • Grew paid search revenue from 2% to 10% of total company revenue.
  • Managed SEO Projects for Restaurant.com and sister sites.
  • Managed Banner advertising and helped launch initial Facebook advertising.

Site Search:

  • Led the implementation of Omniture Merchandising to improve internal site search.
  • Managed and wrote business rules to ensure products and refinement options were displayed in the most optimal order.
  • Created Merchandising zones to promote products based on relevancy to the searcher.
  • Increased site conversion rate by 1%.


Associate Director of Project Management & Analytics June 2004 - June 2007
Media Firm

  • Managed a team of 5 consisting of Coordinators, Analysts and Supervisors.
  • Led client & team strategy by discovering & testing new ideas to expand, optimize, and improve search campaigns.
  • Managed SEO client projects.
  • Utilized MS Project to set up quarterly execution plans for a client's stated business objectives.
  • Managed client relationships and challenged direct reports to take a leadership role within their accounts.
  • Worked directly with clients and search engines to develop and execute the best strategy for a client's search campaign based on stated client goals.
  • Led and developed client performance and strategy presentations along with new business pitches.
  • Worked directly with first tier, second tier, shopping, paid inclusion, and niche search engines.
  • In-depth knowledge of several tracking technologies including Atlas One Point, Dart Search, and Omniture's Search Center.
  • Expertise optimizing campaigns to hit target metrics.
  • Developed keywords and corresponding creative for Search campaigns and executed resulting creative and landing page testing.
  • Managed annual search budgets of up to $9 million. Determine the best mix of search partners to allocate the budget based on the client's goals.


Senior Marketing Analyst June 2003 - June 2004
Advertising Agency

  • Analyzed, modeled, and interpreted client customer and prospect data.

  • Recommended appropriate analyses to create deeper customer insights.
  • Developed reports to compare and evaluate the performance of various marketing campaigns.
  • Developed client presentations.

 

Education:

Master of Science in Integrated Marketing Communications
Bachelor of Science in Business Administration

Technical Skills:

Proficient in MS Office, Atlas One Point, Dart Search, Dart for Advertisers, Coremetrics, Omniture Site Catalyst, Omniture Search Center, Omniture Merchandising, MS Project, & Lotus Notes. Working knowledge of SQL, SAS & SPSS.