Digital Marketing Director Resume Example

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Jessica Claire
  • Montgomery Street, San Francisco, CA 94105
  • H: (555) 432-1000
  • C:
  • Date of Birth:
  • India:
  • :
  • single:
Executive Profile
Global digital marketing & eCommerce leader with over 12 years experience focused on customer acquisition, user experience and revenue growth. 
Professional Experience
Digital Marketing Director, 09/2015 to Current
Bell Partners, Inc. Nashville, TN,
  • Responsible for leading all aspects of digital marketing and website revenue for Virgin America
  • Responsible for managing budgets of $40M+ and generating revenue of $900M+
  • Responsible for managing a team of 7 including web production, web analytics, eMail marketing, and digital media specialists
  • Responsible for all marketing channels including eMail, SEO/Organic, paid search, display advertising, programmatic, travel distribution, referrals, local search, social media & affiliate.
  • Responsible for increasing overall revenue on by 20% YoY
  • Reviving an unprofitable display channel, increasing YoY display revenue by 30% in less than 2 months
  • Creating website strategy for including building and optimizing website including all aspects of SEO, increasing content, images, reviews, video, etc
  • Leading eMail campaign redesign and increased eMail revenue by 25%, increased CTR by 34%, and eMail sign ups by 300+%
  • Developing digital campaigns to promote brand and increase revenue through paid channels by 22%
  • Creating new channels for growth through local and unbranded search, programmatic, dynamic ads, etc
  • Working to provide counsel to various business units and clients across both tradition and digital marketing channels to develop measurement and optimization solutions
  • Defining & optimizing business logic to drive marketing campaign designs, experimental design and multivariate testing
  • Designing, developing and defining analytics optimization plan and process
  • Executing and managing marketing campaigns & analysis through deep insights to drive business results and inform strategic planning and optimization.
Senior Director, Emerging Technology, 01/2015 to 09/2015
Barre3 Portland, OR,
  • Liaison between business and IT to help identify innovation opportunities and create efficiency through emerging technology, in an effort to improve the experience for our guests, employees and hotel owners.
  • Working with various business units to create a unified shopping experience for hotel guests omni-channel optimization.
  • Working with on property hotels to introduce emerging technologies including voice search, wearable and beacon technology to improve the consumer on stay experience.
Director of eCommerce, 01/2014 to 01/2015
Altice Usa Paola, KS,
  • Developed and leading digital business strategy for Wyndham Vacation Rentals
  • Managed a team of 5 including eCommerce managers, analysts and content specialists
  • Managed multi-million dollar budgets and relationships with agencies for all marketing & technical channels: PPC (RKG), SEO (Location3), Local (RIO Local), Affiliate (CJ), eMail (KNotice) & IT (VDS)
  • Responsible for building all aspects of online marketing including SEO, SEM, Affiliate, Social, Local, & eMail
  • Created new channels for incremental revenue including social, affiliate & local
  • Responsible for customer experience and onsite optimization of web related activities on various platforms including desktop, tablet and mobile
  • Responsible for implementing new forms of social engagement including local & national Facebook pages, Twitter, and Pinterest
  • Generated incremental revenue through highly targeted ads via Facebook custom audience Prepared best practices for local markets to manage social accounts on Facebook and Twitter
  • Established proper tracking and standards to create synergy between on and offline channels
  • Conducted multivariate testing for UX, resulting in an increase in conversion of 15%
  • Combined SEO and SEM programs to identify overlap, resulting in an increase in YoY ROAS of 130% and a decrease in spend of 22%
  • Increased website traffic and revenue by 41% & 39% respectively, YoY from 2013-2014.
Director of SEO, Global eCommerce, 07/2011 to 01/2014
Als Limited Irvine, CA,
  • Developed, lead and executed strategic projects expanding the organic search presence and traffic for 15 brands / 7.6K properties including canonicals, micro formatting, enhanced dynamic meta tags, automated sitemaps, mobile, international and meta tags, etc
  • Increased organic traffic & revenue by 119% & 33% respectively from 2012-2013 Implemented local search strategy for 7K+ properties and increasing local revenue by 300%
  • Responsible for growing organic search conversion by 20%
  • Responsible for increasing unbranded organic search by 45%
  • Responsible for content marketing
  • Responsible for linking strategy and building 500K+ links from various directory websites to brand websites
  • Responsible for monitoring site health via Google Analytics, Google Webmasters, Omniture, Seomoz, etc.
  • Responsible for growing website pages and entry points in search engines from 50K to 10MM in 2013 with the addition of reviews, new event, amenity, & attraction pages, capturing additional long tail search traffic
  • Worked with all online marketing channels to leverage keyword analysis to increase traffic overall through paid media, email marketing, affiliate and social channels
  • Forecasted and budgeted for all local and SEO initiatives
  • Multivariate testing to increase conversion for landing pages Created and implemented organic mobile strategy, increasing organic mobile revenue by 55%
  • Created senior level reporting dashboards to empower effective decision making on performance marketing activity
Director of Audience Development, 10/2010 to 07/2011
Tango Media City, STATE,
  • Analyzed metrics and proposing/executing strategies to develop core audience
  • Forecasted and budgeted SEM (CPC/PPC) campaigns via Google Adwords and Bing Ads to increase traffic and conversion
  • Oversaw SEO initiatives (working with SEO resources to coordinate SEO content production, on-site optimization, link building and strategic partnerships)
  • Increased search traffic through Google by 100%+ Managed\'s social media presence and engagement
  • Responsible for building YourTango\'s registered user base and newsletter subscribers through onsite registration and email Analysis and content recommendations using various tools (Omniture, Google Analytics, ComScore, Constant Contact, AdConductor.)
  • Increased Uniques & Page Views by 50% to 1.8M and 9M
  • Set up Twitter and Facebook strategy and increasing FB Fans by 250% to 30K.
Associate Director, Online Development, 05/2008 to 10/2010
Advantage Business Media (divested From Reed Business) City, STATE,
  • Managed a team of business analysts, product managers and IT developers
  • Managed the launch of 16 websites and liaise with development, editorial, sales, and web production teams
  • Created and developed strategic initiatives to increase social reach and user engagement on and offsite
  • Created and developed strategic initiatives to increase traffic via paid media, email marketing, and SEO
  • Created and managed budgets for Paid Media (PPC/CPA/CPM) campaigns for over 200 clients
  • Responsible for web strategy and operations (20 brands with websites and daily emails)
  • Integrated social media through brand Facebook and Twitter accounts
  • Negotiated contracts and manages vendor accounts and third party partnerships
  • Directed and coordinated all web dev programs; consistently optimized planning, competitive analyses, feature requirements, scope, content, design, budget, workflow, usability testing and program launch.
Manager, Online Development, 11/2006 to 05/2008
Advantage Business Media (divested From Reed Business) City, STATE,
  •  Managed a team of 7 email marketing specialists that deploy over 180 eNewsletters per month and update over 18 websites.
  • Responsible for increasing traffic and managing all aspects of SEO strategy development and implementation on 18 websites, covering the areas of Meta tags, Sitemap generation, Social book-marking, SEM campaigns, URL rewrite, Anchor links, etc.
  • Also reporting and analytics for these websites including User traffic, Ad banner traffic, and Newsletter response used by all sales reps, publishers & editors.
  • Increased newsletter circulation base and open rate, click-through-rate, and delivery for over 50 newsletters.
  • Proficient in Web Analytics tools including Google Analytics, ExactTarget, Omniture, Webtrends, DART, Cognos, ClickTracks, Dartmail, & Omail.
  • Responsible for new online initiatives including digital magazine tracking, partnerships and affiliations, auctioning of Ad Space, Taxonomies and Lead generation.
  • Trained of over 50 sales reps on reporting systems, lead generation, and overall online sales strategy.
Analyst, 10/2005 to 12/2006
Reed Business Information City, STATE,
  • Responsible for all aspects of traffic generation on ReedLink including SEO, blogs, RSS feeds, SEM, and linking strategies, all reporting and analytics, Negotiated linking partnerships.
  • Responsible for SEO strategy development and implementation with major contribution in increasing traffic from Jan 2006 to June 2006 of 221,462 Unique Visits and a CMGR of 25%.
  • Responsible for registration conversion, setting requirements and QA for all SEO related IT/Programming changes coordinating the selection of ReedLink URL change & redirect.
Masters: Business Administration Organizational Management, Expected in May 2005
Rutgers Graduate School of Business - Newark, NJ.
Business Administration Organizational Management
Bachelors: English, Expected in August 2001
Rutgers University - New Brunswick, NJ
Digital Marketing, eCommerce, SEM, SEO, local search, social media, display advertising, dynamic ads, programmatic, eMail marketing, multivariate testing, A/B testing, User Experience, web analytics, Omniture, Google Analytics, UX, innovation, emerging technologies, brand marketing, Facebook, Twitter, search algorithms, MS Excel, MS Outlook, MS Power Point, MS Publisher, online marketing, search engines, optimization, mobile optimization, app store optimization QA, reporting, sales, digital strategy, usability testing, multimedia optimization, UGC  web strategy, web production, content management systems (Ektron, Drupal, Magnolia, AEM), content strategy, social media optimization, customer acquisition, web optimization
Additional Information
  • Search Insider Strategies Keynote speaker: Emerging Technologies in Search
  • eTail Best in Class for Search 2013
  • Panel speaker for various digital marketing industry events

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Resume Overview

School Attended
  • Rutgers Graduate School of Business
  • Rutgers University
Job Titles Held:
  • Digital Marketing Director
  • Senior Director, Emerging Technology
  • Director of eCommerce
  • Director of SEO, Global eCommerce
  • Director of Audience Development
  • Associate Director, Online Development
  • Manager, Online Development
  • Analyst
  • Masters
  • Bachelors

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