Summary of Qualifications
15+ years of experience helping clients achieve sales and marketing goals by developing successful digital marketing campaigns and long-term SEO strategies. B2B and B2C professional with significant start-up, software and agency experience. Achieves quick wins while focusing on stable SEO practices.
KEYWORD RESEARCH: Use online tools and analyze SERPs to identify short- and long-tail relevant, high volume keywords to use as the focus for content pieces and webpages to increase organic search traffic and number of keywords sending traffic.
CONTENT CREATION: Develop themes for blog posts, videos, infographics, how-to/definitive guides and slide decks to further increase organic traffic, using keyword research and competitive analysis, and work with writers and designers to carry out direction from concept to final release.
LINK BUILDING: Strategize outreach plan that acquires links to highest converting webpages and blog posts, by identifying industry influences and working with them to acquire backlinks, social mentions, guest blog posts, and sponsorship and discount opportunities, that led to an increased link profile and domain authority.
LANDING PAGE OPTIMIZATION: Create A/B and multivariate tests for landing pages in top performing ad groups and highest converting webpages, tracking data from lead to sale to identify the best performing combinations, resulting in increased leads, sales and conversion rate.
Professional Experience
Senior Marketing Strategist, February 2023 — Present
AstraZeneca, Remote
Lead search marketing strategy and performance reporting for the Respiratory & Immunology division, overseeing multi-channel SEO and SEM efforts across five distinct brands, including consumer, medical, and non-branded websites, to drive visibility, engagement, and conversions.
Director of SEO, January 2022 — January 2023
Abt Electronics, Glenview, Illinois
Optimize organic search strategy for over 100,000 products and 500,000 SKU’s.
- Establish and optimize specialized divisions within SEO, including technical, content, and link acquisition, to ensure efficient scalability and maximize performance.
- Direct the company's content team and collaborate with development team to implement strategies that meet the objectives of the marketing channels.
Key Accomplishments:
- Grew organic click-through-rate by 87% year-over-year through optimizing on-page Schema and product descriptions.
- Increased sales from organic search 46% by featuring in-house sales team as “Expert Reviewers” on high-volume product pages.
- Improved website crawl rate 35% by optimizing out-of-stock product pages.
Director of SEO, December 2020 — December 2021
SEO Manager, December 2017 — December 2020
SEO Specialist, July 2014 — December 2017
All Campus, Chicago, Illinois
Directed organic marketing strategies for 20+ universities, optimizing visibility and engagement across 70+ academic programs in business, cybersecurity, engineering, healthcare, and social work.
- Pioneer search query intent tiers for keyword rank tracking that integrated with custom intraday reports, enabling enhanced insights and more effective optimizations to strategies during key periods.
- Collaborated with account managers, sales reps and executives to understand common student-feedback and adjust website content accordingly.
- Produce training curriculum to educate team members on industry best practices, strategies and tactics, and analytical methodologies.
- Assess and quantify new business opportunities, and advise on RFPs as subject matter expert and strategist.
Key Accomplishment:
- Maintain ROI year-over-year on 24% growth in website traffic against a considerable increase in competition in the industry.
- Pilot A/B testing on organic website elements that achieved an average lead-form completion uplift of 123%.
- Increased traffic for top-tier university programs upward of 250% by increasing article production 608% year-over-year.
- Grew leads for major fee-for-service client by 100% and increased traffic 320% within the first 9 months of work.
SEO Manager, January 2011 — July 2014
Web Developer, June 2009 — December 2010
SurePayroll (a Paychex business), Glenview, Illinois
Responsible for increasing traffic, leads and customers through the organic channel. Combined efforts included managing content team to increase blog posts, working alongside media buys to add backlinks and continuously optimizing on-site content.
- Oversaw content strategy for expansion of company blog, introducing a new channel to generate traffic, capture leads and convert customers.
- Collaborated with paid search team to develop new content sections, increasing organic traffic via keyword research and content refinement.
- Managed content tests (A/B, multi-variate) for top lead-generating pages.
Key Accomplishments
- Increased leads and sales 29% YOY on company’s highest lead- and sales-generating webpage by running and refining multivariate test over 6 months.
- Grew leads 27% and sales 35% YOY to company Homepage by optimizing above-the-fold content and incorporating video.
- Improved leads and sales conversion rates 175% and 207% YOY, respectively, for visitors by strategizing and developing code for the first -optimized version of the company website.
Technical Skills
- Google Suite: Google Ads, Analytics, Data Studio, Keyword Planner, Office, Optimize, Search Console, Tag Manager, Trends
- SEO/PPC Tools: Ahrefs, BrightEdge, Majestic, Screaming Frog, SEMrush, STAT by Moz, Supermetrics, URL Profiler, Wizaly
- Content Tools: Clearscope, ContentKing, Content Harmony, Frase, MarketMuse, Topic
- CRM Tools: ActiveCampaign, Hubspot, Salesforce, Velocify
- PR/Outreach Tools: Buzzstream, Cision, HARO, Ontolo, Pitchbox
- Web Development: CSS, PHP, JavaScript, jQuery, WordPress, X/HTML
- Other Programs: Optimizely, Oracle Eloqua, Visual Website Optimizer, Vidyard
Education
Bachelor's in Communication
Northern Illinois University, Dekalb, Illinois
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