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Entrepreneurial marketing executive with over 13-years of domestic and international traditional & new media / future media marketing experience; creating tangible digital marketing solutions. Extensive experience in optimization and monetization for both eCommerce transactional websites and content publisher websites for companies ranging from funded start-up dot-coms to Fortune 100 corporations.
Areas of Expertise
Paid and Organic Search Strategy and Execution
Social Media Integration
Forecasting
Competitive Analysis
Web Monetization
International Campaign Management
Analytics – Testing, Migration and Analysis
Mobile Marketing Integration
Internal Team Building and Leadership
Process, Performance and Quality Improvement
Professional Experience
Newser LLC, Chicago, IL October 2008 – July 2009
Director of Marketing
Challenged to meet a 2 million unique visitor goal; with constrained marketing budgets and limited resources. Manage all aspects of SEM, SEO, analytics, reporting of all company advertising revenues and expenditures, social media marketing, email marketing, PR, event marketing, digital display, and print/direct initiatives. Manage staff of four plus two freelance resources; and report directly to the company General Manager and VP.
ï‚· Managed incremental traffic flow to grow newser.com from 600,000 unique visitors monthly to over 2-million unique visitors monthly through paid search, organic search, and social media marketing reach and optimization efforts to complete the goals needed in order to close a $2.5 million dollar round of funding.
ï‚· Negotiated Google News syndication partnership increasing direct traffic and increasing SEO equity through leverage of link distribution.
ï‚· Increased Google Page Rank from 5 to 7 at the top level homepage and increased primary subdirectories homepage/section from 4 to 6 increasing organic search engine traffic.
 Increased registered users by 225% and established customer loyalty programs to increase core user’s monthly page views while lowering visitor acquisition costs by 68%.
 Newser’s parent company Highbeam was acquired on December 16, 2008 by Gale Industries, spinning Newser which officially funded on June 19, 2009 with $2.5 million of its own dollars.
TicketsNow a Ticketmaster Company, Chicago, IL February 2008 – October 2008
Search Marketing Campaign Manager
Migrated and managed a 120 million dollar annual LOB from an offsite location into the corporate headquarters for internal management and integration. Hired, trained, and managed the Google Paid Search team for TicketsNow; and sub site organic and paid search initiatives. Responsibilities included management of 1.5 million dollar monthly domestic and international paid search budget supporting an active keyword portfolio of over one-million keywords. Managed staff of two and reported to the SVP of Marketing.
ï‚· Set single day sales record exceeding $388,000 in revenue by developing advanced strategies to optimize high volume key word groups based on real-time conversion data during peak traffic occurrences.
 Lowered ETS by 3% increasing profitability within the company’s largest revenue channel.
 TicketsNow was acquired on February 27, 2008 for $265 million dollars by Ticketmaster and spun with Ticketmaster “TKTM†from IAC on August 21, 2008.
Resolution Media an Omnicom Company, Chicago, IL March2007- February 2008
Program and Analytics Manager
Client Service Team leader in Paid and Organic Search, and Analytics Program Management for top-level clients; including: FedEx-Kinko’s, NBC Universal Studios, Chicago Tribune, Metromix, Frito-Lay, Electrolux, and Autodesk. Responsibilities included creation, development and day-to-day management of Paid and Organic Search strategies, executions, testing, and analysis.
ï‚· Negotiated and developed Fedex organic search program after diligent management of Paid Search initiatives. Project responsibilities included organic search plan development, client presentation, resource assessment, resource assignment, and program execution for the Fortune 100 Corporation.
ï‚· Fedex was among the first Google Mobile Paid Search advertisers participating in the Beta launch for testing of reach and effectiveness in the newest medium, providing continued cutting edge support to top-tier clients.
ï‚· Managed SEM budgets in access of 5MM monthly on Google, Yahoo, MSN, YSSP and various tier 2 engines and feed services for domestic and international campaigns (including Canada, U.K. and Mexico - multicultural).
ï‚· Reduced the Chicago Tribune CPA by 40% for home delivery subscriptions resulting from Paid Search conversions.
 Increased Universal Studios ROAS by 300% from Paid Search optimization, driving more ticket sales through digital channels than flow through the park’s front gates.
ï‚· Managed analytics migration for numerous client teams.
Det-Chi Video a Flight 19 LLC company, Chicago, IL March2001-March 2007
Director of Marketing and eCommerce
Joined the company as a Project Manager; responsible for product development, distribution, and marketing. Advanced rapidly to Director of Marketing and eCommerce; with full responsibility of marketing, web technology and product development. Managed staff of six plus six freelance resources, and reported directly to the CEO.
ï‚· Negotiated North American and International product distribution chains.
ï‚· Manage all digital marketing initiatives including: SEM, social media, analytics, display and affiliate.
ï‚· Managed natural Search Engine Optimizations (SEO). Including: Website conversion optimization, content development plans, web site architecture analysis, social networking plans, key word analysis, competitive landscape analysis, site verification and link building strategies across digital networks. Three network sites ranked top three for targeted keywords across all Tier 1 Engines.
ï‚· Created TWANGLED an action sports concept and tagline. TWEAKED+MANGLED = TWANGLED
ï‚· Best selling action sports video series in category.
Motorsports Management, Dallas, TX April 2000-March 2001(Contracted)
Special Event Coordinator
Promotional event management for top level clients, including: Sea Ray, Baja, and Mercury Mercruiser which included management of the mobile unit responsible for executing a mobile demo day boat show for high-profile watercraft clients.
ï‚· Responsibilities included: media relations, supervision of display setup and tear down team, customer relations, media relations, press release creation and travel scheduling and budgeting for a 16-market, 21 week U.S. tour.
International Racing Association, Antioch, IL April 1999 - March 2000 (Contractor)
Event Marketing Manager
Management and organization of motorsports related events; ranging from competitive tour events to exhibitions. Responsibilities included event budget management, sponsorship procurement, media relations, and race officiating. Acting “Race Director;†on numerous occasions.
ï‚· Authored monthly column: Inside Track, International Racing Association Publication(1999-2003.)
ï‚· Filmed, Produced, and Hosted downloadable shows highlighting all 8, 1999 National Tour events complete with live chat. Each show aired 2 times.
Achievements
Former National Jet Ski Champion, partnering with and representing such companies and brands as: Red Bull, Corona, Balance Bar, Etnies Footwear, Zeal Optics, Scott USA, WD-40, Riva Yamaha, and others.
ï‚· Entertained over 34 million spectators in over 200 events throughout North America since 1993
ï‚· 6-Time U.S. National Champion Professional Jet Ski Freestyle (1998, 2000-2004)
ï‚· Ranked in the Top Ten in the World twice in Professional Jet Ski Freestyle (2005 & 2007)
Education
Bachelor of Science - Written Communication – Eastern Michigan University Ypsilanti, MI
Industry Certifications
ï‚· Google Advertising Professional Certification (2007)
ï‚· Yahoo! Search Submit Pro Ambassador Certification (2007)
ï‚· Yahoo! Search Marketing Ambassador Certification (2007)
Computer Skills
Microsoft Office Applications: Excel, Word, Project, PowerPoint, CRM, Share Point, SQL
Production and Graphic Tools: Adobe Premier, Adobe Photoshop, Sonic Foundry, Web Studio
Search Marketing Tools: Google (Adwords, Editor, Anaytics, Web Masters Tools, Base, Ad Planner, Trends), Yahoo (Search Marketing, YSSP (Natural Paid Inclusions), Site Explorer, Buzz), Microsoft (AdCenter, Web Master Tools), Omniture (Site Catalyst, Search Center), DART Search,DART For Advertisers (DFA), Atlas One Point, HBX (Visual Sciences), HitWise, AdGooroo, Keyword Discovery, Comscore qSearch, Ask.com, Business.com, MIVA, Looksmart, and other tier two search networks.
