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GREG – PerformanceMarketing at Live dot com

DIGITAL MARKETING PROFESSIONAL

•    Combines 14 years of digital marketing experience with business education culminating in Masters of Business Administration from Loyola College in Baltimore
•    Success at elevating visibility of emarketing initiatives to drive brand engagement and online lead generating within Global Advertising and Marketing Services at Fortune 100 Company
•    Grew interactive advertising agency from start up to 15 people in hands-on environment through development of business growth strategy including talent acquisition and leading client’s interactive marketing initiatives

Organic Search Engine Optimization • A/B and Multivariate Testing • Web Analytics • Behavioral Studies • Pay Per Click Search Engine Marketing • Online Press Releases • Information Architecture • Media Planning & Buying

PROFESSIONAL EXPERIENCE

SENIOR SITE OPTIMIZATION STRATEGIST, 2008 – Present
RAZORFISH – New York, New York – The Site Optimization team is part of the Global Solutions group and services internal account teams and external clients worldwide by improving the business productivity of their websites.

Lead optimization programs which include A/B and multivariate testing as well as qualitative and quantitative behavioral studies to optimize site conversion rates that relate directly to bottom line business results.

Accomplishments:
•    Reduced acquisitional cost by 12% for credit card company through a multivariate test with Optimost.
•    Created $4,000,000 in advertising value by increasing form conversion rate by 34% though the use of proprietary Advanced Optimization technology for lead gen site.
•    Managed multi-channel multivariate optimization testing program for professional services firm with Test and Target.

EMARKETING PROGRAM MANAGER, 2005 – 2008
METLIFE – Long Island City, New York – Global Brand and Marketing Services is 150+ employee department that supports worldwide advertising efforts for the enterprise including the launch of the “if” brand platform.  eBusiness is 18 member team responsible for MetLife.com and online advertising campaigns which support lead generating and branding initiatives for life insurance, annuities, retirement services, auto insurance and group benefits.

Manage online advertising campaigns directly, through third party vendors and in coordination with internal partners including the advertising and brand teams.

Accomplishments:
•    Reduced acquisitional costs for paid search campaign segments by +328% by leading landing page multivariate optimization program.
•    Propelled department to increased lead rate of +370% from October 2006 to 2007 by managing $1MM eight-week paid search campaign which accounted for 32% of increase.  Earned Divisional Excellence Award 2007.
•    Elevated organic search visibility of corporate website by +167% for targeted phrases in one year by implementation of organic search optimization program in partnership with third party vendor.
•    Drove 31M site visits and 65MM impressions in one month to promote fashion event through integrated channel and contextually targeted banner and search campaign.
•    Launched $1MM Retirement Services Team online marketing program which included contextual, behavioral and demographically targeted display advertising and paid search program.
•    Engaged 17M people in four months with the Retirement Planning Tool through paid search, organic search optimization, optimized press release, external link building and social media.
•    Increased paid search ROI by +19% by developing conversion rate model that accounts for the interplay between organic and paid search results.
•    Led implementation of DART suite of products – DFA, DFP and DART Search.

VICE PRESIDENT OF MARKETING STRATEGIES & PARTNER, 2002 – 2005
KURANI INTERACTIVE – Red Bank, New Jersey – Boutique agency of 15 people provided web design, multimedia and online advertising services to national and regional brands.  Clients included Primus Telecommunications, Denise Austin Skin Care Products, Mannington Mills Flooring, Nike and several technology companies.

As partner developed corporate strategy, managed clients, presented formal client pitches, hired and trained employees, financial management and online marketing services.  Marketing responsibilities included leading the development of ecommerce, lead generation and content publisher websites and interactive marketing campaigns including paid search, organic search, banner, email and public relations.  Managed production and administrative resources cross-departmentally along with four direct reports.

Accomplishments:
•    Grew online sales by more than 500% in six months for Fortune 500 telecommunications client through $500M monthly pay per click campaign, organic search optimization and landing page A/B split testing.
•    Negotiated $1MM annual media plan for the launch of new product line for consumer packaged goods firm.
•    #1 ranking for search optimized press release on Google News, Yahoo! News and MSNBC.
•    Designed information architecture and lead project team for international VoIP website including 25+ languages reaching more than 35 countries.
•    Managed monthly email newsletter for Fortune 500 company.
•    Implemented HBX web analytics solution for multiple clients.  Improved site performance by analyzing KPIs (key performance indicators) for conversion rates, cart abandonment, bounce rate, average time to conversion, organic search engine traffic, site errors and server failures.

ADDITIONAL PROFESSIONAL EXPERIENCE

•    Bloop Single, Owner, 2007-Present – Actively manage blog, wiki and hobby website, drove 6M visits first year.
•    Winmill Software, District Manager, 2000-2001 – Managed regional office including one direct report for application development firm of 200+ employees.
•    East Coast Media, Business Development Director, 1999-2000 – Developed client accounts and managed print, web, and multimedia projects.
•    ComputerTraining.com, Regional Manager, 1998-1999 – Managed training center for IT professional Microsoft Certification programs including three direct reports and P&L.  Web Development Account Executive, 1997-1998 – Managed client accounts and website development projects.
•    Limelight Software, Partner, 1995-1997 – Co-developed and implemented nation-wide advertising program for computer software program.
•    Advance Business Systems, Digital Sales Manager, 1993-1997 – Launched new digital office machines department and managed four direct reports.

EDUCATION

Master of Business Administration, Executive Fellows Program • Loyola College in Baltimore
Certified Paid Search Management Professional • Marketing Experiments Professional Certification
Microsoft Certified Professional, Windows NT • ComputerTraining.com
Bachelor of Business Administration, Marketing • Loyola College in Baltimore

ADDITIONAL SKILLS

DART for Advertisers • DART Search • DART for Publishers • Atlas • Optimost • Test and Target • HTML • Site Catalyst • Google Analytics • WebTrends • HBX • OptiLink • HitWise • Blogger • wikidot • ForeSee

Written by Greg M

July 27, 2009 at 11:57 pm

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