Summary of Qualifications
15 years of experience helping clients achieve sales and marketing goals by developing long-term marketing strategies and successful digital marketing campaigns. B2B and B2C professional with significant start-up, in-house and agency experience. Achieves quick wins while focusing on stable search marketing practices.
SEARCH STRATEGY DEVELOPMENT: Create comprehensive search marketing strategies that integrate organic SEO, paid SEM, and cross-channel tactics to align with business goals, audience targeting, and competitive analysis.
PAID SEARCH CAMPAIGN MANAGEMENT: Manage PPC campaigns across platforms like Google Ads and Microsoft Advertising, including bid optimization, ad copy creation, audience segmentation, and A/B testing to maximize ROI.
ORGANIC SEARCH OPTIMIZATION: Optimize technical SEO, on-page content, site architecture, and authority building to enhance visibility, rankings, and user experience in search engine results.
PERFORMANCE ANALYTICS AND REPORTING: Use tools like Adobe Analytics, Google Search Console, and SEMrush to track KPIs, analyze user behavior, generate insights, and iterate on campaigns for continuous improvement and data-driven decision-making.
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 organic and paid efforts across six distinct brands, including consumer, medical, and non-branded websites, to drive visibility, engagement, and conversions.
Director of Search Marketing, January 2022 — February 2023
Abt Electronics, Glenview, Illinois
Optimized organic and paid search strategy for 100,000+ products and 500,000 SKUs across appliances, electronics, furniture, and more, enhancing visibility, traffic, and conversions.
- Collaborated with third-party paid search team to approve budget reallocations across ad groups, optimize landing page content, and manage audience targeting for enhanced campaign performance.
- Revised internal content team within marketing channel to maximize product knowledge and output performance.
Key Accomplishments:
- Increased sales from paid and organic search 75% and 46%, respectively, by featuring in-house sales team as “Expert Reviewers” on high-volume product pages.
- Grew organic click-through-rate by 87% year-over-year through optimizing on-page Schema and product descriptions.
- Improved website crawl rate 35% by optimizing out-of-stock product pages.
Search Marketing Director, December 2020 — December 2021
Search Marketing Manager, December 2017 — December 2020
Search Marketing Specialist, July 2014 — December 2017
All Campus, Chicago, Illinois
Directed paid and organic marketing strategies for 20+ universities, optimizing visibility and engagement across 70+ academic programs in business, cybersecurity, engineering, healthcare, and social work.
- Pioneered 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.
- Produced training curriculum to educate team members on industry best practices, strategies and tactics, and analytical methodologies.
- Assessed and quantify new business opportunities, and advise on RFPs as subject matter expert and strategist.
Key Accomplishment:
- Piloted A/B testing on organic website elements that achieved an average lead-form completion uplift of 123%.
- Maintained ROI year-over-year on 24% growth in website traffic against a considerable increase in competition in the industry.
- 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, Looker Studio, Search Console, Tag Manager, Trends
- Adobe Suite: Adobe Analytics, Audience Manager, Experience Manager, Target, Marketo Engage
- Microsoft Suite: Microsoft Excel, Power BI, SQL, Tableau
- SEO/PPC Tools: Ahrefs, BrightEdge, Majestic, Screaming Frog, SEMrush, STAT by Moz, Supermetrics
- Content Tools: Clearscope, Content Harmony, Frase, MarketMuse, OpenAI
- CRM Tools: ActiveCampaign, Hubspot, Salesforce
- PR/Outreach Tools: Buzzstream, Cision, HARO, Pitchbox
- Web Development: CSS, JavaScript, jQuery, SQL, WordPress, X/HTML
- Communication/Project Tracking Tools: Asana, Jira, Microsoft Teams, Slack, Trello
Education
Bachelor's in Communication
Northern Illinois University, Dekalb, Illinois
© Matthew Boehler. All rights reserved.