Digital & Email Marketing
I continue to explore, learn and leverage an assortment of digital tools, and over the course of my career I have became highly skilled at deploying a variety of digital strategies and tools to drive lead generation, including: email marketing, search marketing (PPC), social media marketing, content marketing, marketing automation, and lead scoring and nurturing. Through experience, I developed a deep understanding of how these tactics could link together to support high-level strategies and business objectives. Today I integrate highly-focused tactics with industry insights and target audience knowledge to create, manage and optimize marketing strategies that exceed expectations.
My Experience:
I have set up blogging sites, storyboarded and produced videos, launched a podcast series, conducted keyword research to drive on-page SEO, wrote optimized web copy to get our content noticed by our target audience, prioritized link-building, learned Google Analytics, developed shareable infographics and so much more.
My experience in this area also includes development and management of multiple websites (using HTML, RapidWeaver, Dreamweaver, WordPress and content management systems such as AEM, Drupal and Joomla), and the management and roll-out of two website overhauls during my tenure at Arizona State. My web management responsibilities also included writing all the content for the school's website from 2007-15.
I hold a M.S. in Technology (Graphic Information Technology), which included coursework focused on Search Engine Optimization. I also participated in several trainings and workshops related to writing for the web. Freelance projects have included SEO contracts for a financial investment company, photography studio, and AV/Tech company. In June 2016 I became Inbound Marketing certified by HubSpot, and in January 2017, I earned my Marketing Consultant Certification from eMarketing Association.
Highlights from Florida Coastal School of Law:
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Managed digital media investment of ~$15K/month (SEM, SEO, Behavior Targeting, Retargeting, Display Ads).
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Website optimizations to attract, retain and convert traffic. To do this, I conducted keyword research, applied link-building practices, A/B tested new landing pages (to track conversion rate), and employed on-page SEO best practices.
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Developed email campaigns for five nat’l markets (FL, GA, TX, NY, CA), Canada, and segmented audiences (military, vets). New segmented e-campaigns yielded highest open rates organization has seen (of 40 emails June-July 2017, more than half had open rates >40%; five campaigns had open rates >60%).
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Focused on planning and creating content to use for lead generation (digital ads, social ads, email content, blog/website copy, social media posts, etc.). Single-handedly created email campaigns for 5 markets nationwide (FL, GA, TX, NY, CA), plus Canada, and also segmented audiences for high achievers and military/veterans.
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Manage social networking sites that reach 60,000+ of people each week. Grew Facebook community 11%, Twitter following 12%, Instagram by 203%. Grew overall social media website traffic 984% first 12 months
Search Results: Organic Search Traffic results
increased YOY in the number of new sessions,
new users and Pages/Session. The percent of
new sessions increased 84.75%, new users
jumped 41.32 percent, and Pages/Session
increased 3.21 percent.
Impact of Optimization Efforts:
I made a list of the 10 webpages that would be
most important to achieving various goals.
Our admissions page was one of the first pages
I optimized, and in the first month my efforts
increased Page Views 22.28 percent
(from the same 30-day period the previous year). Unique Pageviews increased 17.25 percent, the number of Entrances jump 69.05 percent, and the Bounce Rate dropped 60.02 percent. As I continued refining the page over the next year, the impact became much more noticeable. Pagviews climbed 601.46 percent, Unique Pageviews jumped 587.48 percent, Entrances increased 953.73 percent and Bounce Rate dropped 38.63 percent.
Highlights from Arizona State University' School of Earth and Space Exploration:
To help drive qualified student prospects into our enrollment pipeline and to stand out in a competitive higher-ed marketplace, I integrated analytics, media, search, social and content marketing. Specific SEO/SEM projects focused on site optimization, local search, social integration, and more. I introduced a wider variety of student-focused search terms and drove substantial improvements in average ranking position for those terms, that have ultimately led to significant increases in visits, enrolled students, etc. coming from natural search.As a result, we increased our number of undergraduate students 246 percent over seven years.
