PROFESSIONAL SUMMARY:

• Vision - driven change agent and Google and Adobe Certified leader with career-long record of internet marketing, web analytics, and business strategy implementation success for leading organizations
• Growth-focused and Data Driven Marketing leader with 10+ years expertise spanning web analytics, search engine marketing, services architecture, UI/UX design, vendor management, ecommerce campaign management, A/B testing, market & web data analysis, process improvement, management development, team building, technology solutions, cross-functional team leadership, business requirements analysis, performance assessment, client relationship management, and project management.
• Exceptional administrator with keen interpersonal, communication, and organizational skills.
• Ability to communicate very technical ideas into basic terminology and vice versa.
• Hands on experience developing and scaling paid and organic search engine marketing campaigns leveraging current and historic web analytics data. Ability to communicate very technical ideas into basic terminology and vice versa.
• Developed and managed teams with related Profit and Loss (P/L) responsibilities across varying verticals for Fortune 500 internet marketing campaigns
• Architected the implementation of SaaS strategy and deliverables model(ing) for enterprise level B2B/B2C product/services across varying verticals while leveraging offerings from multiple internal partners/channels
• Managed day-to-day relationships with external partners and vendors necessary to scale campaigns and conversions for hundreds of unique products and services
• Conducted and reported quantitative and qualitative analysis of existing campaigns along with projections for new and emerging avenues within online marketing arena
• Developed and managed the conceptualization and implementation of Adobe Site Catalyst and Google Analytics (Omniture) as autonomous, stand-alone web analytics platforms.
• Experience developing and standardizing comprehensive “Balanced” paid/organic contextual search marketing campaigns across all major search engines and online marketing portals.
• Specialized in utilizing web analytics to drive marketing spends and increasing conversions within both product and service verticals
• Developed website tagging process(s) while leveraging Dynamic Tag Management Tool Suite (some cloud based) tools such as Bright Tag(Signal), Google Tag Manager and Adobe Dynamic Tag Manager tool suite(s)
• Architect and manage day-to-day operations for end-to-end web analytics for UX behavior analysis strategies and reporting
• Familiar with implementation and execution of Adobe Social
• Extensive experience with A/B and Multivariate testing with multiple tools including Adobe Test/Target, Google Content Experiment and Web Trends Optimize and Conversion multiplier (and others)

TECHNICAL SKILLS:

Languages: English, Spanish

Technical Proficiencies: Adobe, Adobe Tag Manager, Adobe Social, AEM, Google Analytics, Google Tag Manager, Google Digital Studio, Tableau, Micro Strategy, HubSpot Marketing Automation Platform, MySQL, Java

PROFESSIONAL EXPERIENCE:

Confidential, Carlsbad, CA

sr. Director e-Commerce

Responsibilities:

• Initialize and manage Google Analytics, Google Tag Manager across all company websites along with our online software platform
• Design reporting templates for multiple stakeholders while establishing automated reporting and ad hoc reporting templates & protocols using Google Data Studio, Tableau and other tools
• Developed, Implemented & Managed online marketing efforts/campaigns (SEO, SEM, Social, Email others)
• Responsible to website redesign and ongoing content development and site maintenance
• Built and submitted both SI web properties into mobile apps (Android and Apple iTunes)
• Liaise with individual product managers to assess their individual software capabilities and establish organic, paid and social media campaigns to promote and generate sales leads
• Formulate process to create “parity” and sync analytics tag development and naming conventions across desktop, tablet and mobile platforms.
• Integrate GA to sync with AdWords, GWT and other campaigns to provide alternate resource to develop/tweak/audit annual AdWords campaigns and internal/external-vendor SEO efforts
• Collaborate with internal/external product owners, stakeholders and e-Commerce partners to understand business requirements while developing analytics tagging/data capture requirements/processes for data needed by business

Confidential, Newport Beach and Irvine, CA

Sr. e-Commerce - Web Data and Analytics Evangelist/Consultant

Responsibilities:

• Partner with stakeholders on both business side and technology teams to act as a conduit between various organizations Ability to communicate very technical ideas into basic terminology and vice versa.
• Cooperate with business teams to understand technological capabilities and impact based on actual historic data and A/B testing protocols (developing requirements etc.) while working with technology teams to assess most effective implementation strategies leveraging validated web analytics data
• Deliver evaluation of the significance/impact of these projects on both the UX and financial bottom lines
• Merged and dealt with Adobe Target, AEM, ATM (formerly Satellite) along with ongoing Adobe implementation, updating and tagging

Senior Level Internet Marketing and Web Analytics Architect & Consultant

Confidential

Responsibilities:

• Liaised with internal/external product owners, stakeholders and e-Commerce partners to understand business requirements while developing analytics tagging/data capture requirements/processes for data needed by business
• Communicated with development throughout “sprints” (development lifecycles) to ensure proper creation and implementation of JS tags across all customer facing platforms
• Devised process to create “parity” and sync analytics tag development as well as naming conventions across desktop, tablet and mobile platforms
• Examined and validated raw data using SQL queries and alternate methods for testing (ex: prop vs. post prop value(s) integrity)
• Ideated and refined processing rules within Adobe (both writing and sequencing) within admin console. Utilized a similar process with Vista, SAINT and Marketing Channel rules/processes
• Closed the gap between Adobe Technical and Reporting teams in an effort to mentor them about data availability (current and future state) while generating automated process to dynamically populate reports with baseline (high-level) data
• Assisted technical team within Adobe to form an understanding of critical data for “asks” of reporting team as well as data analysis and actionable strategies
• Simplified analytics reporting process to allow resources to focus on the granular and qualitative reporting and analysis
• Drove effort to transition the manual, labor intensive, tagging process into DTM (dynamic tag management) process as part of a team. This involved assessing multiple “Best in Brand” DTMS platforms (Adobe DTM, Bright Tag/Signal, and Google DTM)
• Installed GA to sync with AdWords, GWT and other campaigns to provide alternate resource to develop/tweak/audit annual $25 million AdWords campaigns and internal/external-vendor SEO efforts
• Furnished DB to audit the development of unique CID/PSID campaigns needed to leverage this data within Adobe while providing unique data validation and vision within paid/organic marketing campaigns
• Led A/B and multivariate testing using Adobe Target and other tool suites to determine/develop portions of unique pages and customized pathing options within both the learn and buy-flow sections of clients’ web experiences
• Conceptualized and initiated end to end analysis of UX/user behavior using funnel and conversion tracking/metrics for project managers and additional company stakeholders
• Honed both automated and ad hoc reports as well as reporting dashboards using both Adobe & GA functionality along with additional 3rd party reporting tools such as Tableau
• Cooperated with marketing principals both internal and external to optimize SEO/SEM campaigns while developing models using actual data to forecast expectations of campaigns across organic and paid search efforts

Confidential, Atlanta, GA

Social Media/SeM/Web Analytics Team Architect

Responsibilities:

• Steered the conceptualization and implementation of Google Analytics and Adobe Site Catalyst (an autonomous, stand-alone web analytics platform) for Confidential & Confidential Small Business group to capture and leverage data to develop and scale online marketing campaigns and user experience (UX) analysis
• Homogenized data capture methodology and calculated process to integrate it throughout all Small Business online marketing and web-based conversion activity reporting modules
• Created and scaled SaaS deliverables model for product/services designed for Confidential & Confidential Sm Business (B2B) and e-Sales/Service B2C across varying verticals while leveraging offerings from multiple internal partners/channels
• Interfaced with internal and vendor partners for web-based analytics and comprehensive online marketing as well as paid/organic contextual campaigns
• Built and implemented A/B and multi-variant testing protocols (using Google, Adobe and others) for landing page optimization for the development of Confidential & Confidential new Small-Business portal/experience
• Constructed the business and functional requirements for all 3 phases of the above mentioned $40 million redevelopment of Confidential & Confidential ’s Small business portal and user experience
• Collaborated with both Adobe and Google organizations to work on building the foundation for Gauging/Scoring/Analysis of social media impact to both overall user experience along with building out the KPI/ROI models used to validate/qualify Soc. Med. spends
• Interacted with campaign vendors to create and execute metrics for conversion scalability across multiple search engine platforms and various unique products and services
• Performed Data Validation of post props/post-vars among other variables using SQL queries to view data within DB, assessing values captured vs. values post processing rules/sCode, etc.
• Formulated strategies and managed implementation of technical automations, analytics data capture/collection processes & technologies, and e-Commerce usability testing and analysis
• Cooperated with internal and external partners to develop and scale data driven search engine marketing campaigns with conversion accountability to both product teams and internal P/L

Confidential, New York, NY-Pittsburgh, PA

Co-Founder

Responsibilities:

• Conceptualized organizational and business model in the arenas of Search Marketing, Web Analytics and User Experience based on the premise: ‘One Size Does Not Fit All’
• Administered marketing spends across all major verticals within client organizations, including Fortune 500 and medium sized organizations
• Collaborated with third party web analytics organizations including Adobe Site Catalyst and Web Trends; search engine partners such as Google and Bing; and UX Analysis companies such as Foresee to develop customized data driven conversions based on end-to-end e-Commerce related search engine marketing strategies and campaigns
• Designed strategies and managed implementation of Adobe Site Catalyst (Omniture) along with technical automations, analytics data capture/collection processes and technology

Sr. Web Analytics Architect

Confidential

Responsibilities:

• Utilized Search Influence to help build and scale a team of Analytics and Online marketing consultants to fulfill the ever-expanding requirements of the enterprise-level online marketing and web analytics campaigns of a large organization
• Executed e-Commerce usability testing and analysis across Fortune 500 platforms and medium sized organizations for both product and service-based offerings