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Work Background
TDS TelecomAssociate Manager - Search and Analytics
Sep. 2014 - Jun. 2025Madison, Wisconsin AreaRole overview: Responsible for generating demand to achieve revenue targets through Search Marketing initiatives and responsible for gathering, structuring, and analyzing data to derive compelling insights that drive the optimization of TDS’ online B2C and B2B online marketing initiatives. -- Manages the SEO and Content Strategies for four B2C and B2B websites, identifies competitive opportunities, and maximizes the volume of inbound traffic from search engines to TDS websites through on page optimizations. -- Responsible for the design and management of web analytics tracking systems to ascertain behavioral response to marketing initiatives, as well as transforming raw data into actionable insights that ensure marketing and user-experience optimization efforts are driving desired outcomes. Analytics-related responsibilities. -- Educates copywriters on search strategy and tactics to improve SEO; Provide SEO guidelines, prioritization and oversee the creation of on-page content, including developing a content strategy.
CovarioDirector of Marketing Analytics and Insights, Competitive Market Researcher
Feb. 2012 - Nov. 2013San Diego, CA; Chicago, IL ; Madison, WIDelivered reporting/analysis of digital marketing programs to Covario’s Fortune 500 client base, including Lenovo, Intel, IBM, T-Mobile, State Farm and JCPenney, leading to improved ROI and sustained engagements ►Major focus/interest included competitive and market research and analysis of synergies across natural and paid search channels◄ Responsibilities: ● Managed an analytics and reporting team to support natural search and paid media accounts ● Responsible for the delivery of monthly reporting dashboards and scorecards that included Executive summaries used to drive business decisions and support the strategic plans of natural search and paid media teams ● Leveraged both quantitative and qualitative analytical skills to conduct brand engagement, competitive and market research, utilizing Google's suite of tools, as well as industry research, Comscore and Forester Research Developed data weighting and scoring tools that included: ● Indexed competitors Share of Voice based average position in search engine results, search demand and industry trends. ● Measured an advertiser’s level of brand effectiveness in social media based their reach, level of engagement, as well as technical and reputation factors. ●Ranking of a list of targeted keywords based on a number of variables (average position in search engine results, conversion rate, competition, CPC, quality score), used to identify performance gaps across natural search and paid media—allowing client teams to prioritize their efforts and optimize budget allocation ● Partnered with client services to deliver quarterly business reviews highlighting search channel performance and identifying opportunities aligned with account growth strategy ● Extracted and mined clickstream data from third-party analytic tools including Omniture SiteCatalyst, Coremetrics and Google Analytics.
CovarioSenior Media Strategist, Research and Growth Strategist
Jan. 2010 - Feb. 2012San Diego, CA; Chicago, IL ; Madison, WIProvided reporting and insights to Fortune 500 companies that led to an improvement in search visibility and competitive positioning, reduced costs and a growth in conversions driven by the search channel. ►Led to a 20% improvement in search engine visibility for a technology client and reduced client cost by 25% due to increased automation of report creation◄ Responsibilities included: ● Delivering scorecards, dashboards and ad hoc analysis of a search marketing efforts for designed to drive business decisions and long lasting client relationships ● Conducted both industry and client-based research projects including a whitepaper on the Facebook Presence of the leading global brands and co-authored a white paper on the findings ● Partnering with client services to deliver quarterly business reviews highlighting search channel performance and identifying opportunities aligned with account growth strategy ● Extracted and mined clickstream data from third-party analytic tools including Omniture SiteCatalyst, Coremetrics and Google Analytics.
NetconceptsNatural Search Program Manager, Search Channel Strategist
Dec. 2006 - Jan. 2010Madison, WI● Increased natural search channel for Fortune 500 technology up to 80% in revenue and traffic
Miles KimballNatural Search and Email Campaign Web Analyst
Jan. 2004 - Dec. 2006Oshkosh, WI● Managed email campaigns for three brands, The luxury brand "Exposures", and household brands-Walter Drake and Easy Comforts ● Partnered with the product manager to create campaigns: I recommended promotions, developed mailing segments, conducted product level conversion and customer lifetime value. Seasonal email campaigns grew in revenue by 110% year to year.
Communication Logistics, Inc.Website Project Manager
Jan. 2003 - Dec. 2004Stevens Point, WI● Responsibilities included managing web development and marketing projects
Woodland Girl Scout CouncilCommunications and Development Director
Jan. 2002 - Dec. 2002Wisconsin Rapids, WI● Responsibilities included managing and implementing communication and fundraising strategy to support efforts of the Woodland Council.
Advantage Learning Systems (now Renaissance Learning)Marketing Analyst
Jan. 1994 - Dec. 2001Wisconsin Rapids, WI● Managed online customer experience and developed site content for educational software company.
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