WORK HISTORY

Freelance Marketing Strategist

Jan 2016 - Present

Building cohesive marketing strategies for start-ups and entrepreneurs to achieve their goals and ultimately grow their businesses.

Digital Marketing Coach
Meghann Conter, LLC

May 2016 - Aug 2016

Partnering with female entrepreneurs to revamp their marketing strategies. Guiding them through the processes of branding, messaging, packaging, pricing, and strategy to develop and implement their marketing plan.

Director of Digital Marketing
Housefix, LLC

​2015 - 2016

Developed and executed the digital marketing roadmap for an eCommerce start-up focused on kitchen and bath home improvement products.

+      Consolidated separate product domains into one cohesive, mobile-friendly site - NestAppeal.com running on Magento 1.9.

+      Redesigned and rebuilt LazyGranite.com with Wordpress.

+      Led the full redesign of a vanity top order wizard that resulted in a 250% increase in sales.

+      Established a more comprehensive lead nurturing program that combined Zoho CRM email marketing with customer service to raise sales rates 4% to 25%.

+      Restructured all Google Adwords campaigns utilizing video and remarketing techniques, which resulted in profitable ROI.

+      Established Google Shopping campaigns to market key products at a 75% ROI

+      Implemented new eBay strategies that resulted in sales increases over 200% as well as super seller status to boost listing rankings and conversion rates

Director of Marketing
Vinyl Interactive

​2012 - 2014

Oversee Marketing Team focused on website product development, quality and fraud control, and channel strategies for search, social, call center, email and affiliate marketing.  Establish and execute goals to grow revenue and improve ROI.

+      Developed annual goals and managed projects driving 40% growth in gross profit YoY 2012-13

+      Regained growth and profitability in our paid search channel; generating a 250% increase in gross profit YoY 2011-12

+      Incorporate SEO and content marketing strategies to improve user experience and drive engagement and website traffic.

+      Researched and established mobile website solutions, increasing conversions by up to 4x for some channels.

+      Conducted research and developed proposals for new business initiatives in student lending and outsourced lead generation solutions.

+      Established presence on Facebook with fan pages and paid advertising with $30k monthly budget

+      Incorporate SEO and content marketing strategies to improve user experience and drive engagement and website traffic.

+      Proposed and implemented cost restructuring solutions with Call Center vendors that resulted in 50% gross profit growth YoY 2013-14.

Launched a new call center in Manila, Philippines to improve channel’s quality controls, training processes, and margins.

 

Director of Product Marketing
Vinyl Interactive

​2008 - 2012

Managed the Product Marketing Team to ensure success for their focus on product management, creative development, call center operations, and quality control.

+      Collaborated with media buyers on new channel development and promotions including, Facebook advertising, Google DCO, Yahoo Native ads and Email marketing.

+      Cultivated exit traffic/cross-promotion program, which supplements gross profit by up to 20% each month.

+      Developed email marketing strategies to increase list size, improve user interaction, and inbox delivery.

+      Established and led the creative development process for new promotions, website redesigns, A/B testing of landing pages, offer pages and form components.

Created videos of our Scholarship winners for branding, PR and website promotion.

 

Education Product Manager
Vinyl Interactive

​2006 - 2008

+      Performed analysis of lead data and website metrics to ensure optimal product performance and usability.

+      Developed processes to manage inventory and traffic levels.

+      Initiated quality assurance controls to minimize fraudulent activities from affiliate marketing.

+      Implemented the company’s call center operations; determined KPIs, established scripts, coordinated with call center managers to ensure quality and grow business.

 

Marketing Analyst
Vinyl Interactive

​2006

Performed data analysis, research and reporting for website lead inventory and traffic

+      Identified KPIs and developed product dashboards to optimize education products

+      Developed processes to control web traffic levels and quality

+      Researched and contracted with call center vendors

+      Promoted to Education Product Manager within 6 months

Business Analyst
Affiliated Computer Services, Inc. (A Xerox Company)

​2004- 2006

Managed new hardware and software implementations for the City of San Francisco’s Parking and Traffic Department (formerly DPT now MTA)

+      Introduced new handheld computers for the enforcement division; conducted extensive pilot testing program, rolled out and trained over 300 officers.  Received a letter of recognition from DPT Executive Director, Bond Yee for the success of the project.

+      Transitioned all offices to a web-based version of their mainframe

ticket information management system

+      Data analysis for DPT staff; developed reports and performed ad hoc analysis

Supported Regional Director in tracking contract goals, generating monthly financials and developing monthly accruals, forecasts, and yearly budgets.

 

Client and Administrative Assistant
Lee Hecht Harrison

​2002-2003

Provided administrative support to career consultants and clients receiving job placement services

+      Scheduled consulting and workshop services, resume formatting, in-office computer support

+      Some ad-hoc projects to streamline office expenses

+      Received letters of recognition from clients

 
SKILLS

Ad Platforms: Google Adwords, Google Shopping, Facebook, Yahoo AdManager, Twitter

Data Analysis: MySQL, SQL Server, Oracle Data warehouse

Email/CRM: Email Direct, Exact Target, Zoho, Netsuite, MailChimp, Insightly, Klaviyo

Microsoft: Excel, Word, PowerPoint, Access, Project  
 

Google: Analytics, AdWords, Shopping, Webmaster tools, Merchant Center

PM: Zoho, Mantis, BaseCamp, Trello

Web: Wordpress, Magento, Shopify, (basic: HTML, FTP, Photoshop)

Testing: Optimizely,  Visual Website Optimizer, Google Website Optimizer

 
CONFERENCES &
TRAINING

Google LeadEDU Conference.

Palo Alto, CA 

 

AcademyX SEO Fundamentals.

San Francisco, CA

 

Google Analytics Training, eMetrics.

San Jose, CA

 

eMetrics Marketing 

Optimization Summit.

San Jose, CA

 

AdTech Interactive Marketing Conference

San Francisco, CA 

 

Career College Association Conference.

Las Vegas, NV

 

DMA Secrets of Copywriting Seminar. San Francisco

 

EDUCATION

University of Colorado. Leeds School of Business Boulder, CO
B.S. Business Administration, Finance

1998- 2002

 

University of New South Wales.
NSW Sydney, Australia

​2000

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