Client, Vendor and Employee Relations Technical Proficiency Salesforce.com, Microsoft Office, Adobe Photoshop, Google Ad Words, Ad sense, Google Analytics, Webtrends, Hitwise, MySQL, Oracle
VP of Multichannel / Digital Marketing11/2013 to CurrentHealthgrades.comNew York, NYDeveloped and executed digital and multi-channel marketing strategies to support over 600 hospitals nationwide for digital acquisition of potential patient's based on analysis of marketing costs, estimated response rates, conversion rates and contribution margin. Outlined and provide thought leadership to multidisciplinary teams focused on developing integrated marketing strategies for our hospital clients, both existing and prospective. Translated clients business objectives and brand strategies into effective, multichannel marketing programs that leverage the strengths of digital channels including paid search, social, display and client CRM. Lead digital research in pursuit of valuable insights to drive strategic planning for existing clients and new business efforts. Serve as the digital expert on multidisciplinary teams (account, creative, UX, technology & Medical) supporting existing clients as well as new business pitches. Provided account teams senior support in identifying key digital marketing opportunities for growth, development and refinement of digital programs to existing clients. Managed the execution of all digital campaigns from conception through execution to ensure strategic alignment. Lead the digital analytics practice by clearly defining objectives and KPIs, providing performance analysis, and developing recommendations for optimization for Search, Social and display campaigns. * Lead the strategic development and tactical execution of digital campaigns. Designed and outlined new digital media offerings for hospital clients using client CRM. Outlined and implement media management fee to maintain comparable profit margins across media offerings as not to cannibalize existing traditional media. * Implemented cross channel and cross device tracking. Strategic placement of direct response digital ads matched with direct mail campaigns increased conversions by 20%. * Increased SEM traffic by 300% MoM Creation and implementing of new innovative campaign structure that leveraged insight from the patient journey. Lead the development of new ad copy tailored to site content based on disease symptom, condition and treatment. New structure increased relevancy and positively increasing quality score and decreasing CPC levels.
Digital Marketing Director11/2012 to 10/2013Barclaycard USWilmington, DEDevelop and execute the digital marketing strategy to support the NFL Extra Points credit card for digital acquisition activities to potential card holders based on analysis of marketing costs, estimated response rates, conversion rates and profitability. Manage digital acquisition marketing budget including planning, tracking and optimizing the marketing budget. Managing agency/partner budgets, accrual process, and optimizing spend to ensure the budget is best leveraged to maximize profitability and scalability. Manage agency/vendor campaign execution for planned digital acquisition marketing initiatives (Affiliate, Search, Display Media, etc.) including briefing the creative team, managing the overall creative development and review process. Develop solutions for web analytics and testing recipes for landing page testing and optimizations to ensure a good visitor site experience and increasing conversion rate. Responsible for collaborating with brand team, credit & risk and business analytics team to develop new to digital marketing objectives to support new underwriting strategies. Identify, analyze, and drive necessary market research and provide regular channel/product analysis and updates to NFL brand stakeholders. * Lead the strategic development and tactical execution of landing page testing. Designed and executed testing recipes for NFL Extra Points landing pages to understand coloration between keyword to ad copy to landing page content and its effects on conversions. * Decreased set CPA targets by 55% while simultaneously increasing approved application volume for the NFL Extra Points credit card through a comprehensive strategy that included strategic placement of direct response text links in leading online news publications. * Increased NFL credit card holders by 85% YoY through strategic relationships with affiliate partners allowing for exclusive and strategic placement's at a fixed CPAA.
Account Director07/2011 to 11/2012iMarketing LTDNew York, NYResponsible for account leadership, strategic planning and campaign management for blue chip clients. Manage all internal and external resources to deliver online marketing results for clients. Manage day to day relationship with clients, communicating campaign performance, goal achievement, opportunities and challenges. Provide clients digital marketing subject matter expertise and thought leadership. Develop and present digital media plans and analyses, to brand stakeholders. Responsible for collaborating with brand teams to develop new digital programs to support marketing objectives. Intimately involved and knowledgeable with client business, industry, competitive environment and objectives to meet client goals. Facilitate with internal practice areas and external partners/vendors to ensure the achievement of client goals. Manage budgets for all digital initiatives including monitoring, tracking and reporting on the performance of digital initiatives. Drive reporting and forecasting for account projections and KPI's on a regular basis. Proactively work to deepen the breadth of our client engagements, uncovering and capitalizing upon opportunities for additional digital channels. * Decreased CPA costs by 15% through spending and vendor partner optimization; without impacting overall business and volume for a leading health and wellness content provider. * Decreased set CPA targets by 64% while simultaneously increasing approved application volume for a leading credit card provider through a comprehensive SEM strategy that included a plan to deliver key insights and business learning's. * Increased sales by 85% YoY for a leading manufacturer of fine writing instruments through strategic relationships that allowed for exclusive offers and strategic site placement's to ensure strong CTR's and sales.
Search and Media Senior Strategist04/2010 to 07/2011ROSETTANew York, NYManaged, defined, and executed online ad campaigns on behalf of assigned clients to achieve stated goals and objectives. Campaign strategies included paid search, content, local, mobile, search engine optimization, re-targeting and recommendation of search engine networks. Conducted client competitive analysis to enhance ROI and traffic generated by targeted keywords, CPA and KPI objectives. Designed, executed, and analyzed customer behavioral tests within and across campaigns and ad groups of keyword bids, ad copy, and landing pages to continually improve key metrics across campaigns. Developed cohesive digital strategies for primary and secondary KPI's while defining digital goals for both HCP's and DTC campaigns. Implemented and developed mobile tactics and led measurement and metrics plans. Provided subject matter expertise in digital trends and technologies utilized to communicate insights and recommendations relevant to Healthcare and Pharma clients. Knowledgeable of regulatory environment and MLR submission process ensuring all media pieces are within guidelines and best practices. Maintain communication and relationship with clients through performance reports, milestones and achievements. * Increased SEM traffic by 542% versus Q4 2009 increasing Uloric's online interest which was captured via search. Creation and implementing of new innovative campaigns including new ad copy tailored to site content increased relevancy and positively contribute increasing quality score and decreasing CPC levels. * Successfully budgeted and managed more than $4.5 million in annual search marketing budgets for Fortune 500 and other clients including but not limited to (Takeda, Purdue, Covidien, and Otsuka) for both HCP and DTC campaigns. * Boosted an increase of 1440% in site visits for A leading provider of medical devices resulting in a ROI of 227%
Director of Online Marketing11/2003 to 01/2010HYPERDRIVEN LLCNew York, NYProvided vision, direction and insightful leadership for company focused on building revenue, brand equity and online positioning for client organizations. Developed relationships, and oversee campaigns from concept through execution. Identified, built, optimized and capitalized on search engine marketing (SEM) and optimization plans including and not limited to optimizing bids, ad text and URLS and adding keywords to meet financial goals and secure maximum ROI. Provided education and consulting to website developers to ensure sites are built with SEO best practices. Analyzed search engine rankings and propose improvements including and not limited to keyword research, content recommendations and internal and external linking strategy. Manage online content for superior traffic and conversion rates. Negotiate with vendors, such as Yahoo, MSN and other online publishers. * Increased sales by 100% for major clients by designing, creating and implementing digital strategies as well as selling innovative and goal-oriented Internet marketing programs and campaigns. * Successfully budgeted and managed more than $1.5 million in annual marketing resources for Fortune 500 and other clients, after securing key accounts and providing skillful service to executive-level decision makers. * Lead the strategic development and tactical execution of our SEM efforts. This includes optimizing and continuously improving our natural search results through the inclusion of keywords, phrases, content, formats, and links, and the right connections, relationships and links
Senior Search Engine Marketing Manager03/2002 to 11/2003SENDTRAFFIC LLCValley Stream, NYSpearheaded SEM and lead generation campaigns to exceed client expectations and drive measurable revenue growth. Consulted with domestic and global clients to assess needs, present solutions and close deals. Guide the strategy and implementation of large-scale initiatives, tracking and responding to results. Serve as trusted liaison and point of contact for complex SEM inquiries and issues. * Decreased SEM cost-per-lead by 40% in six months while positioning the company for future growth by cultivating opportunities and developing new leads and retention plans. * Improved ROI for client businesses by managing, negotiating and developing interactive strategic partnerships and securing optimal media placement for key projects. * Defined, assessed, prioritized, executed, measured, and continuously improved the methods and performance of Internet marketing, including SEM, pay-per-click, banners, and the myriad of other Internet marketing solutions.
Client Relationship Manager02/2001 to 03/2002CNN TURNER BROADCASTINGNew York, NYMet with key decision makers to develop new business and manage regional and national accounts. Planned and executed marketing initiatives as primary go-to person for clients. Interfaced with agencies to meet top-ranking marketing objectives and ensure client satisfaction. * Restored profitability to under-performing territory by rebuilding relationships and revitalizing the relationship between company and clients. * Increased urgency of strategic sales campaigns by facilitating collaboration between online media and cable television teams.
Analyst01/2000 to 02/2001ABOUT.COMNew York, NYSupport finance and operations teams by performing credit analyst, account reconciliation and general ledger functions. Identified and resolved discrepancies in accounts, journal entries and accounting processes. Partner with the Controller in producing flawless data and reports. * Saved the company more than $500,000 by identifying missed payments and introducing a plan to enhance collection results.
Bachelor of Science: Sociology2000Arizona State UniversityTempe, AZ, USBachelor of Science in Sociology (2000) Arizona State University, Tempe, AZ Google Ad Words Qualified Professional
Managed, defined, and executed online ad campaigns on behalf of assigned clients to achieve stated goals and objectives. Campaign strategies included paid search, content, local, mobile, search engine optimization, re-targeting and recommendation of search engine networks. Conducted client competitive analysis to enhance ROI and traffic generated by targeted keywords, CPA and KPI objectives. Designed, executed, and analyzed customer behavioral tests within and across campaigns and ad groups of keyword bids, ad copy, and landing pages to continually improve key metrics across campaigns. Developed cohesive digital strategies for primary and secondary KPI's while defining digital goals for both HCP's and DTC campaigns. Implemented and developed mobile tactics and led measurement and metrics plans. Provided subject matter expertise in digital trends and technologies utilized to communicate insights and recommendations relevant to Healthcare and Pharma clients. Knowledgeable of regulatory environment and MLR submission process ensuring all media pieces are within guidelines and best practices. Maintain communication and relationship with clients through performance reports, milestones and achievements
Marketing, Clients, Search Engine Marketing, Sem, Optimization, Roi, Search Engine, Sales, Internet Marketing, Increased Sales, Online Marketing, Sales By, Best Practices, Million, Search Engine Optimization, Accounts And, Goal-oriented, Key Accounts, Natural, Seo, Digital Campaign, Digital Marketing, Budgets, Cpa, Credit, Digital Media, Strategic Planning, Thought Leadership, Paid Search, Solutions, Credit Card, Excellent Multitasker, Simultaneously, Exceed, Large-scale, Lead Generation, Leads, Liaison, New Leads, Ads, Channel Marketing, Crm, Customer Relationship Management, Direct Mail, Hp-ux, Performance Analysis, Translated, Unix, Ux, And Sales, Basis, Campaign Management, Forecasting, Health And Wellness, Competitive Analysis, Healthcare, Increase, Medical Devices, Metrics, Search Marketing, Cable Television, National Accounts, Sales Campaigns, Satisfaction, Strategic Sales, Territory, Account Reconciliation, Accounting, And Accounting, Collection, Finance, General Ledger, Journal, Operations, Payments, Reconciliation, Budget, Its, Loans, Market Research, Marketing Strategy, Testing, Underwriting, Adobe Photoshop, Budgeting, Employee Relations, Microsoft Office, Ms Office, Mysql, Oracle, Photoshop, Salesforce.com, Webtrends