A leader in digital marketing management with
over 16 years of experience in digital marketing technologies. Managed teams
both onshore and offshore to drive acquisition, engagement, retention,
conversion and optimization. Both direct and client-facing experience in
web analytics, e-commerce, search engine marketing (SEM) and optimization
(SEO), user behavior and social media analysis, social monitoring, financial
analysis, survey analysis, testing and online marketing management has enabled
me to successfully implement enterprise level analytics solutions and
comprehensively interface between executive management and information
technologies to drive actionable insight.
Skills
Website and mobile monitoring
Excellent problem-solving abilities
Brand development
W3C DOM methods
Excellent communication skills
GAIQ and AdWords certified
Bing Ad Professional certified
SQL Server and MySQL proficient
JIRA Admin
SharePoint Admin
Business Objects (SAP)
MS Project
MS Word, Excel, PowerPoint, Access
JavaScript
JSON
HTML5
CSS3
FTP
Adobe Photoshop
Web Proxy testing tools (Charles,
Fiddler, HTTPWatch, Firebug)Â
Education
University of California, BerkeleyU C Berkeley, CAExpected in – –Bachelor of Arts:Psychology - GPA:
Psychology - Minor in Business Marketing
West Valley CollegeSaratoga, CAExpected in – –Associate of Arts:Liberal Arts - GPA:
SFI - Örnsköldsviks kommun, Expected in – –Certificate of completion - Stage 3: - GPA:
Languages
English
*Swedish/Norwegian
*Some German, French and Spanish
Work History
Crown Equipment Corporation - Manager of Online and Mobile Analytics Hayward, CA, 04/2015 - Current
Responsible for managing the strategic direction of cross portal Digital Analytics in support of the Online & Mobile team at BSC.
Managed a team of business analysts, data analysts and project coordinators, who worked to provide analysis and project support to push membership growth, enhance user experience and promote self-service.
Worked with vendor and portal teams to determine what timelines, deliverables and dependences will be contained in SOW's and then project manage the SOW's throughout their lifecycle.
Saved the company $2.5M in annual administrative costs through call reduction and web adoption campaigns and optimization program
Designed and implemented a profitable Omni channel fulfillment model built around shop, buy, renew and own that provided a 360 degree customer view.
Created campaign dashboards by determining the measurement strategy, objective and tactics.
Selected and implemented a A/B testing tool as well as trained Business Analysts, UX and Social Media teams on how to create a testing plan, determine audience size and read and understand results
Drove a 20% increase in net new membership as member of Tiger team by implementing Google Analytics/WebTrends campaign tagging and tracking (including integration with Marketo) for email, display ads, and social media ads.
Set up Google Analytics tracking ID for YouTube Analytics to track user behavior and conversion rates
Created Use cases for e-commerce to develop enhanced e-commerce funnels
Developed data marts from desperate data sources through an ETL to data visualization that included lines of business and plans that drove data-driven decision making
Created and presented Google Analytics training across business locales to Managers/Business Analyst.
Worked to provide Google Analytics support to the Business Analysts to help them create goals, funnels, and UTM tags to optimize conversion
Set up Webmaster tools, DoubleClick tracking, and AdWords linking in order to track campaign activity, keyword bids, keyword utilization and click-through rates.
Created SQL queries in Oracle, MS SQL, Business Objects and Tableau to pull detail customer Call/Web data to help build campaign lists and to determine effectiveness of campaigns.
Preform QA/UAT on Google Analytics tags and reporting documents.
Google Analytics Administrator responsible for account consolidation, governance and user provisioning Advocate for and incorporate industry best practices into existing processes.
Responsible for architecting the strategy for measuring success and discovering optimization opportunities across digital platforms and campaigns
Produced client measurement strategies for analytics, email, paid search (SEM), and organic search (SEO) across multiple analytic and social media platforms including integrating all bought, earned and owned digital marketing strategies
Utilized BrightEdge SEO Platform for measuring and reporting performance by device, geography, and business unit to improve the performance of organic search and to identify new content opportunities, gain competitive insights, and quantify the potential impact.
Proactively managed key advertising revenue model reports that included CPA, CPC, CPM, and CPL.
Conduct keyword analysis for paid and organic search campaigns.
Assisted in writing proposals and RFP response creation that drove incremental business
Conducted social media discovery and analysis to both optimize existing client's social media campaigns and to provide social media plans for business development teams.
Performed social monitoring analysis using Visual Technologies to search for relevant brand and industry keywords to determine customer sentiment, opportunities to solve customer pain points, and to help optimize how clients are utilizing popular media channels (Facebook, Twitter, Pinterest, Instagram, News sources, Blogs, Video/Photos, Forums, & etc.)
Estimated scope of effort for digital analytics, social media analysis, social monitoring, survey analysis, and SEM/SEO analysis
Created customer journey segmentations in Google Analytics to track key behaviors and conversions in order to better optimize content and outcomes
Created tagging and tracking implementation recommendations (including integration with Marketo) for email, display ads, and social media ads for both Google Analytics and Adobe (Omniture) SiteCatalyst.
Provided digital analytics, email, SEM and SEO campaign reporting utilizing Adobe SiteCatalyst, Google Analytics and Tableau as well as analysis and optimization recommendations
Performed usability testing to optimize user experience across client's websites and applications.
Presented quarterly client reviews that provided key findings, recommendations and optimization across awareness, engagement, retention, and campaigns.
Partnered with the marketing team to translate product features into customer value propositions to be used in consumer messaging.
Gathered detailed use cases and requirements through regular virtual meetings and customer advisory board sessions.
Translated technical specifications into detailed product requirements.
Analyzed market trends and the competitive landscape to understand opportunities and potential value.
Collaborated with business, UX and marketing teams to drive brand development and messaging.
Collaborated with the sales, marketing and support teams to launch products on time and within budget.
Translated business goals, feature concepts and customer needs into prioritized product requirements and use cases.
Provided analytic strategy and implementation and engaged in process analysis and development supporting server security patching and Systems Development Life Cycle (SDLC)
Proactively analyze the effectiveness of controls and data quality and integrity across different systems of record (SOR) used in our data warehouse
Gather reporting requirements from project teams to develop solutions that drove actionable insights for each line of business.
Support QA initiatives by consolidating reporting across verticals
Develop enhancements for existing tools that further defined areas of needed research
Managed all development projects via TFS with a biweekly Agile sprint planning cycle
Created documentation in the form of User Guides, Q&A Guides, and a data dictionary to further educate users on the how to derive meaning from data from existing tools and how to interface with those tools
Synthesized and packaged complex analysis and delivered results to non-technical audiences including C level management
Utilize Tableau and MySQL to develop visually effective and impactful dashboards and reporting to facilitate CFO teams to drive remediation and meet the enterprise goal of 100% compliance with OS security patches
IAC Search & Media, Inc Ask.com - Senior Digital Manager City, STATE, 06/2013 - 02/2014
Managed the global migration and implementation of a new web analytics platform across search engine and their acquired entities
Researched acquisition targets and the solution(s) and platform(s) currently leveraged by those entities for web analytics / business intelligence, data management and monetization.
Created and managed all logging requirements for A/B and Multi-variate testing, SERP pages, homepages, product pages, and SEM/SEO landing and content pages for mobile and web.
Product Owner responsible for participating in biweekly Sprints to help determine the priority for all product implementation tickets Â
As the JIRA administrator I was responsible for setting up forms, groups, creating Confluence Wiki content and project management
Utilized MS Project for project scheduling and tracking of SOW's with various vendors
Worked with the Hadoop engineering lead to research data issues using Map Reduce
Developed technical documentation using Confluence wiki in the form of a Data Dictionary, procedural documentation and training materials.
Worked with PMO from the front-end development team, Software Engineering, and DBA teams to ensure front-end application, framework, and database changes were included in their sprints and deployed based on priority.
Work with technical leads to QA new deployments to ensure logging requirements were complete and accurate.
Provided UAT and worked closely with the Front-end team and QA team to resolve any bugs.
Tableau Server Site administrator responsible for assigning licenses, user rights, creating groups, projects, security & etc.
After tagging implementation I'd create the first set of Tableau reports for the business owners and stakeholders as well as trained their analysts to manage, manipulate and update the reports to help answer critical business questions.
Trained analysts on Tableau best practices for creating reports and dashboards to ensure a consistency across the analyst's groups and the organization.
Managed and updated web analytics schema using JSON and posted to the web via FTP.
Accenture - Global Analytics Project Manager City, STATE, 04/2010 - 05/2013
Managed the global digital Analytics/Reporting team responsible for providing reporting data and analyses to business units and executives at Intel.
As the ScrumMaster for our team I was responsible for facilitating productivity by working to remove any impediments that obstructed our team's pursuit of its sprint goals, which included helping the Product Owner prepare the backlog, helping the team turn the sprint retrospective meeting into an evolutionary experience and ensuring that important Scrum artifacts were visible.
Met with business stakeholders to guide development of analysis requirements, success metrics, key performance indicators, and best practices.
Utilized MS Project for project scheduling and SOW management.
Met with various business stakeholders to specify custom tracking and tagging requirements (s.props, s.eVars,) for new projects, web sites, multimedia sites, and seasonal web marketing campaigns at both the traffic and conversion variable level.
Worked with technical leads to QA new deployments to ensure tagging was complete and accurate.
Responsible for managing the Solution Design Requirements document for mapping traffic (s.prop) variables, conversion (s.eVar) variables, and events.
Drove the creation of web analytics reports utilizing SiteCatalyst, Discover (Ad hoc Analysis), Data Warehouse, Vista Rules and Google Analytics (for mobile sites) for all of the worldwide GEO's that met the needs of our client and aligned to their web site goals and objectives
Created customer segmentation across categories at the country, GEO and global level
Managed the Intel Jive Communities reporting and analysis as well as the Word Press/Blog reporting and analysis.
Fostered a strong client relationship to ensure engagement across all levels of the organization.
Documented reporting requirements and defined report template and dashboard specifications
Utilized JIRA for Project management and reporting
Provided to executives monthly, quarterly and yearly business reviews related to global web traffic and campaigns.
Liaised with Omniture technical teams to manage implementation audit and subsequent development of new enhancements and all tagging issues/bugs.
Manage external vendors who provide additional analyses per business requirements.
Review reports and analyses for accuracy as well as relevancy to drive ongoing actionable insight to meet business goals.
Created and managed MS Access databases to analyze data, assign reporting responsibilities, track employee performance/bandwidth, and produce monthly team execution reports
SharePoint administrator responsible for page layout and design, setting up and granting access for groups/individuals, as well as adding, updating, and managing content
Presented details of digital analytics offering as part of RFP process to drive new business engagements
Part of testing team responsible for data validation with Google Analytics implementation and SiteCatalyst.
Hewlett Packard Company - Senior Web Analytics Manager City, STATE, 07/2007 - 04/2010
Delivered critical web analyses that provided actionable insight and recommendations for driving Hewlett Packard E-commerce store's overall business performance and customer satisfaction
As an Adobe/Omniture super user I utilized SiteCatalyst and Discover web analytic tools to track and segment customer traffic patterns, buying behaviors, fallout patterns, and debugged coding issues
Used experimental design to set up and perform A/B testing to drive incremental increases in conversion rate
Implemented Omniture Classifications for Products (over 26,000) that included planning targets and costs.
SharePoint administrator responsible for page layout and design, setting up and granting access for groups/individuals, as well as adding, updating, and managing content
Created and managed the reporting scorecards for our Affiliate partners, SMB, and Tier purchasing program (Education, Enterprise, & Employee) working with Commission Junction and Experian to align reporting requirements.
Created and managed MS Access databases to analyze data and generate needed reporting that produced actionable insights
Determined the effectiveness of our email campaigns to drive optimization for future communications
Restructured the entire website's page naming convention to create page names that were contextual, clear, and concise and revamped the content hierarchy to facilitate improved aggregation and drill-down
Developed SQL scripts and Excel macros to automate recurring data pulls, decrease manual data compilation, and increase efficiency
Manage external vendors who provide additional analyses per business requirements.
Established many weekly reporting dashboards and scorecards for the entire Web Store and Call Center for both executives and unit managers utilizing both client-side and server-side data that produced clear and accurate results across key business segments to drive ROI and increase lift
Created and managed detailed web metrics reports via Business Intelligence (Informatica) and Business Objects (SAP)
Managed the strategy and planning behind the operational forecasting process for the entire website utilizing R.
Trained and mentored new team members and share best practices both onshore and off shore
Member of IT Critical Response Team responsible for improving website experience, enhancing overall customer satisfaction and reducing website downtime.
Hewlett Packard Company - Senior Channel Marketing Manager City, STATE, 06/2001 - 07/2007
Successfully managed the strategic design and development of competitive "go to" market strategies to enhance the productivity, revenue and profitability of distribution partners and channel resellers
Key contributor in helping elevate an 800 person, $700K division from 5th place in the networking industry to a strong 2nd place position within 3 short years
Managed an annual budget of over $7 million
Performed budgeting, planning, forecasting and analysis around channel sales programs and activities
Trained sales force on how to implement sales programs to maximize ROI and increase lift
Redesigned channel partner branding to enhance brand awareness and drive demand generation
Collaborated with sales managers to tightly integrate marketing programs and promotions with outbound telesales activities
Managed the reporting team and drove marketing program effectiveness and return on investment by sales regions and channel partners
Successfully created standardized metrics for business planning, created and provided collateral for new product introductions, promotions and programs for the sales force, distribution partners and channel resellers
Designed Ad copy and web content for customer focused online campaign tools Facilitated online learning programs for the US sales force and partners.
Developed channel partner sourcing strategy with finance, contracts and sales operations
Proactively elicited, negotiated, and approved sales plans for targeted SMB, State and Local Government and enterprise networking sales initiatives
Created and managed the financial tracking and accrual process for all of the promotions and programs through a detailed Hyperion (Brio) dashboard Responsible for over 50% of HP's total U.S. networking channel shipments and revenue.
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