Experienced digital marketing professional with 15 years experience in the legal industry seeks to use a background in digital analytics and optimization to to move from helping attorneys find clients to manage them efficiently and effectively.
SEO & PPC
Data analysis & presentation
Digital strategy & problem-solving
Vendor relationship management
Web analytics implementation
Data Driven Decisions01/2015 － Current
Managed clickstream data feed and various product segments on a project to build a new Enterprise Data Warehouse to connect customer, product, and performance data to drive better business decisions.
Skills include database modeling, data profiling, data testing using SQL, Datameer, Tableau, MS Excel and others.
Assistance with S2T and ETL for EDW and data mart tables.
Oversee integration and testing of new data sources from Adobe, Marchex, Kenshoo (PPC), Cake, Facebook Ad Insights and others.
Channel Attribution (Ongoing):.
Upgrade Adobe Analytics implementation and integrate new features such as Dynamic Tag Management and other Adobe products such as Marketing Cloud Visitor ID, Adobe Target and Adobe Audience Management to better understand the consumer journey and optimize product offerings for our customers.
Integrate web analytics and call data from Marchex and LivePerson chat data to tie customer conversion to onsite activities.
Manage analytics implementation for 10,000+ websites.
Adobe Admin API, including SSO through SAML2.0.
Improvement of integration with internal platforms.
Manage vendor relationships with Marchex, ResponseTap, and Adobe.
Manage call tracking products in the US and the UK.
Lead development of database integration and reporting of clickstream-level analytics data.
Investigate and implement bot filtering on various platforms.
Investigate and solve internal & external issues with Adobe Analytics, data issues, and internal reporting platforms.
Create reports, data visualizations, and analyses for internal stakeholders using various tools: SQL, MS Excel, Datameer, Tableau, MS Access, and Business Objects.
Senior Analyst01/2002 － CurrentFindlaw, a Thomson ReutersEagan, MN.
Call Tracking Optimization (2014):.
Winner of the Findlaw Innovation Challenge in 2013.
Managed project to update call tracking management procedures to improve accuracy and customer satisfaction with call tracking offering as well as reducing costs by $250,000 per year.
Community Health Agent01/2000 － 01/2002Government of Niger/U.S. Peace Corps. Goumbi Banda, Niger
Health Education and Awareness.
Increased awareness of health issues, through oral and visual presentations in local languages (Zarma, French), including disease prevention, maternal and child health, nutrition, hygiene, sanitation, AIDS, and family planning.
Designed, developed, and managed a midwifery training for 13 village women from eight rural villages in collaboration with the local health clinic.
Managed and directed a midwife refresher course for 26 village women from an additional 26 villages.
Increased knowledge of AIDS transmission and prevention through video and oral presentation techniques in more than 50 rural villages, reaching over 20,000 villagers.
Assisted in education campaigns in rural and transitory populations around Guinea Worm, AIDS, and other disease prevention.
Conducted numerous small- and large-scale meetings held in local languages to assess the needs of a community of 1700 individuals.
Secured funding for an adult literacy training teaching functional Zarma literacy and numeracy to village men.
Coordinated with the Department of Education on in Niger to design a program for teacher training, curriculum, and evaluation of Zarma adult literacy training.
Managed small infrastructure improvement projects to facilitate safe access to water.
Develop and maintain product analytical reporting, tools, and databases for marketing, product development, sales, account management, and fulfillment teams.
Oversee launch of Omniture (now Adobe) SiteCatalyst web analytics tool across 10,000+ customer websites, including diagnosing issues and training relevant employees on the new tool.
Customer support, training, and troubleshooting for internal and external stakeholders.
Analyze product performance to develop KPIs and value propositions for new products.
Support piloting and launch of new products.
Ongoing product performance reporting, including diagnostics, troubleshooting and enhancement suggestions based on findings in the data.
Managed external reporting tool, Findlaw INSIGHT, including product enhancements, new product testing, regression testing, troubleshooting, and customer support.
Product Marketer, Online Advertising.
Provide marketing & analytical support for FindLaw products, including lead generation and organic search marketing products.
Develop and update reporting tools and databases for various Findlaw products (organic search marketing, advanced website solutions, conversion products, etc.).
Managed PPC and onsite SEO for Findlaw's first lead generation site, LegalConnection.com.
Developed reporting tools for the LegalConnection product.
Search Engine Marketing Consultant
Consult with FindLaw clients to identify and execute a search engine marketing plan including Web site optimization, submissions, site usability, and more.
West Legal Directory Support Coordinator: Co-sourcing Preparation & Project Management:.
Developed process documents, business rules and training materials for the India team to process updates to the West Legal Directory through a variety of programmatic and manual means using a variety of data sources.
Managed and facilitated on-site training of approximately 100 contractors in India and Eagan on numerous work flows to update approximately 500,000 West Legal Directory profiles.
West Legal Directory/Profiler Update Project Coordinator:.
Designed, developed, and managed program to update the West Legal Directory database at an accelerated rate through programmatic updating processes.
Managed migrations from legacy ad placement listings on Yahoo and AOL to newer formats (PPC).
Top 750 Law Firm Project Management:.
Coordinated with sales team and technical team to develop and perform procedures to accomplish large-scale updates to the West Legal Directory (500,000+ attorney profiles) through a combinationof manual and programmatic processes.
Education and Training
B.A:St. Olaf College - ChemistryNorthfield, MN.Chemistry Cum Laude
Masters of Business Administration:Carlson School of ManagementMinneapolis, MN.
Government of Niger/U.S. Peace Corps. Goumbi Banda, Niger
St. Olaf College
Carlson School of Management
Job Titles Held:
Data Driven Decisions
Community Health Agent
Search Engine Marketing Consultant
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