SUMMARY:

An accomplished trusted digital marketing and analytics leader, spanning from digital product marketing, project management, email/site/mobile campaign optimization, and application development, wif a proven track record of success utilizing customized Agile Methodologies coupled wif optimized Lean Project Management

TECHNICAL SKILLS:

Adobe/Omniture (Marketing Cloud, Campaign, SiteCatalyst v15, Data Warehouse, Vista Rules, SAINT (Classifications), & Discover (Segmentation)) Marketo Marin DoubleClick Campaign Manager (DCM) Exact Target Tableau  Balsalmiq Sketch Atlassian (JIRA, Portfolio, Confluence, Gliffy, HipChat) Google Analytics Premium/360 Suite AdWords Webtrends 9/10 Visual Technology SEMRush Spyfu Moz Pro Ahrefs SEO SEM BrightTag BrightEdge Frog SEO Spider Facebook Twitter LinkedIn Instagram Pinterest Google+ R MySQL SQL Developer SQL Server 2012 Business Objects Business Intelligence Informatica CRM SaaS MS Project Visio Word Excel PowerPoint Access Outlook JavaScript JSON HTML5 CSS3 FTP Adobe Photoshop Web Proxy testing tools (Charles, Fiddler, HTTPWatch, Firebug) SDLC (Agile, Kanban, Waterfall)

PROFESSIONAL EXPERIENCE:

Confidential, San Francisco, CA

Senior Digital Consultant

Responsibilities:

• Determined teh campaign measurement strategy and KPIs/EPIs for display ads, paid search, streaming, sponsored mail and social media
• Identified, recommended and executed improvements for optimizing strategy, budget allocations, attribution and end - to-end customer experience (e.g. funnels, inbound marketing, lead nurturing, conversion/touch points)
• Improve digital acquisition journey through awareness (digital display & social ads), Search results (branded & Unbranded), Site Visits (Direct visits & Landing Page), Retargeting (Conversion message), Find Lookalikes (Audience Optimization)
• Review daily performance of Paid Search ad campaigns and keywords to optimize budget, remove low performing keywords, and increase ROI
• Provided teh strategy, objectives, and scope for a SEO audit on our new Responsive web pages including improvements to Local SEO
• Researched competitors to determine new opportunities for backlinks, content, Local SEO and keywords
• Determined teh category taxonomy, classification rules and set up teh phint mapping in Oracles’ BlueKai to test four user stories focused on lookalikes and retargeting as part of Proof of Concept campaign to justify teh benefits of a Data Management Platform (DMP)
• Responsible for scheduling A/B tests and Experience tests in Adobe Test and Target as well as analysing test results for landing page and hero tests to determine a winner.
• Performed analysis across teh last two years of landing page and hero A/B testing to show that on average we saw as much as an 84% increase in our CTR and a 50% lift in our primary conversion metric
• Redesigned Executive dashboard utilizing Tableau and Site Catalyst reports to show teh impact that offline conversions (branch), view-through rate and attrition rate had on CPA costs to determine if we were on target
• Enhanced teh annual forecast model using regression and correlation analysis to drive a 20% increase in new account opens and a reduction in CPA costs
• Review weekly campaign results from DCM and Marin wif 3 rd party agency and senior leaders to determine where to optimize on budget, programmatic partners and channels

Confidential, San Francisco, CA

Senior Manager

Responsibilities:

• As teh “voice of teh customer” I architected and implemented push / pull survey strategies and tactics utilizing OpinionLab which resulted in an increased engagement by over 100% and member satisfaction by 79% in teh first 30 days
• Managed SCRUM teams through backlog grooming, sprint planning, and execution in order to minimize time to market by maximizing velocity and optimizing burn ratios
• Created, defined and drove teh Digital platform capabilities roadmap as well as teh maturity roadmap
• Enhanced Mobile and Site availability by creating and submitting user stories that improved customer site performance by reducing login times by 10 seconds and by launching mobile app testing and monitoring software
• Worked wif marketing and product teams to determine their email campaign objectives, customer segments and calls to actions
• Ensured that ad copy was clear, concise and customer focused
• Managed and tracked all marketing systems availability and worked wif NOC team and other engineers to address any system disruptions
• Integrated Marketo’s Munchkin tracking code on our site via Google Tag Manager to track all individuals who visit our website so that we can react wif automated marketing campaigns
• Developed SQL queries and Business Object queries to extract email addresses for targeted email campaigns
• Performed A/B testing on email campaigns to determine teh optimal subject lines, pre-headers, headers, main copy, calls to action and creative
• As part of redesign team responsible for determining teh taxonomy and teh metadata tagging for teh new UI as well as design, layout and functionality
• Managed teh digital roadmap for all compliance related enhancements for teh online Find A Doctor tool
• Created SEO/SEM/Site specific dashboards in Google Analytics
• As teh Google Analytics Administrator I managed accounts, properties, views, user permissions and etc…
• Responsible for managing Google Tag Manager where I added and updated Google AdWords tags, Google Analytics tags, DoubleClick Floodlight tags and as well as user permissions
• Created teh strategy, objectives and tactics for deploying a comprehensive data mart focused on member’s online and call center activities to determine teh triggers for promoting call avoidance
• Developed teh operating models, roadmaps, process Flows (Visio and Gliffy) and RACI to facilitate teh digital impact from regulatory compliance, production support, and enhancement requests

Confidential, Sacramento, CA

Senior Digital Marketing Manager  

Responsibilities:

• Implemented client measurement strategies for analytics, email, SEM, and SEO across multiple analytic and social media platforms (Adobe Analytics, Google Analytics, Facebook, Twitter, Pinterest, G+, Instagram & etc.) 
• Email/SMS/Target Designing and implementing integration wif External Database to load client’s customer profile data and other transactional data into Adobe Campaign to drive multichannel marketing campaigns and managed them through teh complete campaign lifecycle
• Improved On-Page factors including ensuring content team produced high quality keyword rich content as well as META data, headings, internal links, XML sitemap and a simple cohesive URL structure
• Conducted iterative keyword analysis to optimize both Paid and Organic search
• Streamlined client’s SEO email outreach, link building, and analyzed their SEO technical and content issues
• Drove teh optimization of teh customer lifecycle (reach, acquisition, conversion, retention, loyalty, advocacy) through CRM and integrated marketing plans (Email, SEM, SEO, and direct mail)
• Tracked client’s digital media TEMPeffectiveness and provided strategies to optimize on an ongoing basis (CPC, CTR, CPM, CPD, CPL, CPE, CPA, Conversion, etc.)
• Performed social monitoring analysis to determine customer sentiment, opportunities to solve customer pain points, and to halp optimize how clients are utilizing popular media channels (Facebook, Twitter, Pinterest, Instagram, News sources, Blogs, Video/Photos, Forums, & etc.)
• Performed Usability testing to optimize user experience across client’s websites or applications, which drove a 10% in web traffic
• Presented quarterly reviews to client’s executives that provided key findings, recommendations and optimization across awareness, engagement, retention, and campaigns 

Confidential, San Francisco, CA                

Senior Business Strategy Consultant

Responsibilities:

• Gather reporting requirements from project teams to develop solutions that drive actionable insights for each line of business
• Managed all development projects through a biweekly Agile sprint planning cycle
• Utilize Tableau and MySQL to develop interactive and insightful dashboards that tracked teh progress of OS Security patch implementation in order to meet teh enterprise goal of 100% compliance for VMware, Windows, Solaris/Sun OS, AIX, HPUX, Unix, Linux patch bundles. 

Confidential, Oakland, CA                                                           

Senior Product Development Manager     

Responsibilities:

• Managed teh product lifecycle and roadmap for teh Unified analytics platform
• Created all tagging requirements for A/B and Multi-variate testing, SERP pages, homepages, product pages, and SEM/SEO landing and content pages for mobile and web
• Collaborated wif product teams, frontend and backend technical leads, and ETL team to determine teh metadata tagging requirements, feasibility and priority of new UI features based on their business value, dependencies and level of effort
• Wrote teh JIRA user stories for digital tagging requirements and participated in teh biweekly sprint planning meetings to determine their priority and production release dates
• Performed UAT for both pre and post deployments to ensure tagging requirements were producing teh expected results
• JIRA administrator responsible for setting up forms, groups, creating Confluence Wiki content such as Data Dictionary, procedural documentation and training materials 
• Managed and updated July teh Web Analytics Schema using JSON and posted to teh web via FTP
• Tableau Server administrator responsible for assigning licenses, user rights, creating groups, projects, setting up security measures & etc
• Trained Business Analysts on Tableau best practices for creating reports and dashboards to ensure reporting consistency across teh organization 

Confidential, Sacramento, CA

Senior Project Manager Consultant

Responsibilities:

• Collaborated wif various business stakeholders and vendors to determine custom Adobe SiteCatalyst tracking and tagging requirements (s.props, s.eVars, and s.events) for new projects, web sites, multimedia sites, and seasonal web marketing campaigns 
• Worked wif technical leads to QA new deployments to ensure tagging was complete and accurate 
• Utilized MS Project for project scheduling and SOW management across 3rd party vendors
• Responsible for managing teh Solution Design Requirements document for mapping traffic (s.prop) variables, conversion (s.eVar) variables, and events
• Drove teh creation of web analytics reports utilizing SiteCatalyst, Discover (Ad hoc Analysis), Data Warehouse, Vista Rules and Google Analytics (for mobile sites) for all of teh worldwide GEO's that aligned to their web site goals and objectives
• Managed teh Intel Jive Communities reporting and analysis as well as teh Word Press/Blog reporting and analysis. 
• Provided to executives monthly, quarterly and yearly business reviews related to global web traffic, Call Center sales and campaign conversion
• Liaised wif Adobe (Omniture) technical teams to manage implementation site audit and subsequent development of new enhancements and all tagging issues/bugs
• SharePoint administrator responsible for page layout and design, user/group administrator, as well as adding, updating, and managing content

Confidential, Palo Alto, CA       

Senior Business Analytics Manager              

Responsibilities:

• Created key weekly/monthly reporting dashboards and scorecards for teh entire Web Store and Call Center that included SEM, SEO, Email, Direct Mail, Affiliate partners, SMB, and Tier Purchasing Program (Educational Institutions, Major Corporate Enterprises, & HP Employees) utilizing both client-side (Adobe SiteCatalyst) and server-side
• Utilized SiteCatalyst and Discover (Ad Hoc Analysis) web analytic tools to track and segment customer traffic patterns, buying behaviors, fallout patterns, and debugged coding issues
• Perform A/B testing on landing pages CTA’s to drive increase in conversion rate by 3%
• Created SQL queries, Business Object scripts, Excel macros, and pivot tables to automate recurring data pulls, decrease manual data compilation, and increase reporting efficiencies
• Redesigned teh Operational forecasting process for teh entire website utilizing R, which lead to a 25% reduction in annual operating costs
• Trained and mentored both onshore and off shore teams on how to manage and update recurring reports
• Member of IT Critical Response Team responsible for improving website experience, enhancing overall customer satisfaction and reducing website downtime

Confidential, Roseville, CA       

Senior Channel Marketing Manager   

Responsibilities:

• Managed an annual Marketing budget of over $7 million to drive incremental sales at top tier resellers and distribution partners
• Delivered 10% year of year increase in leads through CRM programs including white papers, brochures, web content and promotions
• Redesigned channel partner branding strategy to drive a10% in brand awareness and a demand generation
• Created and provided training to regional Sales teams via Learning Management System (LMS)
• Created quarterly marketing programs and promotions and collaborated wif sales managers to tightly integrate them wif outbound telesales activities to exceed annual quotas by 5%
• Designed web content along wif 3rd party ad agency for top tier resellers that drove a 3% increase in campaign conversion