Measure Twice, Cut Once
- Crack shot at Google Analytics configuration & reporting – 5+ years experience
- Masterful at Excel pivot tables for mashing up disparate data sources
- Excellent at pulling together data from varied sources for success measurement
Examples:
- Creating GA profiles that specially report on unique organic ranking data
- Mashing up GA and PPC data from AdWords, Bing, Marin, Mongoose Metrics and internal CRMs to measure PPC success
- Working with stakeholders to outline & tag unusual conversion metrics for future reporting
- Fully established online-to-offline tracking for calls using Mongoose Metrics software
- Creating documentation for IT team to implement detailed conversion tracking
- Vetting, negotiating, and implementing Marin Software for multiple PPC accounts managing over 100,000 keywords
PPC Wizardry
- High volume management experience: 12 accounts, 8 sites, & greater than $40,000 weekly spend
- Heavy emphasis on management for cost per lead and lead volume
- Aggressive about optimizing for search relevance and cost reduction
- Experience working with Google AdWords representatives, and teams from Marin Software
- Rapidly learned core PPC skill set: going from little knowledge in October 2012 to high volume management starting in February 2013
Examples:
- Between February 2013 and August 2013, saved over $270,000 year over year on high volume efforts, with an average CPA drop of $6.35
- Built a new set of campaigns which generated over 5600 leads between March & September 2013, averaging 32 new leads a day over that period
- Created & launched sweeping creative changes to reflect abrupt, business-mandated changes in messaging
- Coordinated the creation of remarketing banners using contract-based design help
- Conducted conversion rate optimization tests to help make major messaging changes profitable
- Managed rapidly changing goals regarding lead generation and spend to produce desired results
- Maintained weekend and off hours availability to ensure company needs were met
- Created a 5 part PPC 101 series to educate others within the department
Gotta Go Fast!
- Operates on short notice and tight deadlines
- Great at motivating others to produce under pressure
- Familiarity with Scrum/Agile development process
Examples:
- Turning around a whole new site template with the help of one other person in 2 days
- Creating board-ready reports on a year’s worth of conversion activity in just hours
- Building large PPC campaigns from scratch within days
- Setting up example-focused PPC 101 training presentations within a 3 days from start to finish
- Putting together full conversion code implementation guide within an afternoon [sample]
End-to-End Site Creation
- Comfortable with involvement in every step of site production
- Strong knowledge of WordPress installation, as well as plugin & template installation and configuration
Examples:
- Meeting with stakeholders to plan out site content goals: audiences, messaging, conversion types
- Wireframing with stakeholders to speed up the design process
- Talking through detailed functionality needs to give to IT in a developer-friendly way
- Building and designing sites in WordPress for users with basic needs [sample: http://pinnaclepiercingnh.com/ ]
Business-to-Geek Translator
- Years of experience working with IT and business to drive product creation
- Highly comfortable doing QA and feature testing on website functionality
Examples:
- Working with a dev team to thoroughly test functionality before feature release
- Interviewing people from other areas of the business to discover new products to develop and expand
- Keeping every possible document needed to maintain and build websites
- Advocating for both in-house tool development and outside resources depending on the best fit for the company
SEO Know-How
- Over 5 years experience working directly with an in-house SEO team for a highly competitive market
- Familiar with on page content optimization, proper meta element configuration, intensive keyword research, and linking best practices
Examples:
- Working on a website migration that involved rewriting crucial elements of dozens of pages based on keyword research & site goals
- Multiple title tag audits for optimization goals and best practice adherence
- Aiding in the development & planning of an in house SEO management tool to streamline the ranking management of hundreds of pages
- Copywriting for conversion potential, user experience, and SEO value
Education and Certification:
Marin Enterprise Certified Specialist certificate attained April 9, 2013
Conference Attendance:
Search Engine Strategies, NYC 2013
Search Engine Strategies, San Francisco 2011
An Event Apart, Boston 2008