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Work Background
StripeSEO (docs.stripe.com) Technical User Acquisition
Jul. 2024United StatesResponsible for Stripe Docs organic traffic and localization performance. Create and implement technical user acquisition strategy across Stripe.com properties and content types.
Incredible HealthHead of SEO & Editorial
Oct. 2022San Francisco, California, United StatesRecruited to lead Editorial and Product SEO for a niche marketplace connecting talent (nurses) with employers (hospitals). Leading a team of 4 writers, 2 editors, 1 content lead, and 1 product SEO manager to grow traffic, grow the top-of-funnel leads, and help improve efficiency across the marketing org. I was able to make an immediate impact and have consistently been able to grow traffic MoM, QoQ while increasing top-of-funnel highly qualified leads positively contributing to deeper funnel performance. Editorial • Streamlined content production from ideation to publication.
• Improved efficiency on content costs
• Grew blog traffic by 35% in first year
• Built a frictionless entry point for leads to capitalize on the 100K monthly visits to the blog. SEO • Expanded 2 product surface areas increasing our page counts for each by over 25k pages
• Discovered attribution logic that was misattributing conversions by 13%
• Created a vigorous experimentation framework to A/B test page experiences and CTR from Search
• Guided the production of admin tools to provide autonomy for SEO and free up dependency with Engineering
• Guided redesign on 2 of our surface areas with the greatest opportunity for impact to drive leads into the funnel
EarnityHead of Marketing Operations, Growth & SEO
Mar. 2022 - Oct. 2022San Mateo, California, United StatesTaking DeFi to the masses with a social direction in helping people understand crypto currencies while allowing them to share their portfolios within the platform. Earn, Learn and Collect Crypto. Marketing Operations
-Built universal tracking framework for all user acquisition campaigns including QR codes for live events, paid acquisition campaigns, and influencer marketing - Architected tracking tech-stack for reporting and attribution including Segment, AppsFlyer, GA4, Google Tag Manager -Migrated bifurcated app and website experiences to a single domain under www with silo architecture methodology for SEO. Marketing
-Launched Google, Twitter, Facebook, TikTok, Reddit, Youtube, and Apple Store campaigns growing user base by 20x in less than 2 months. - Integrated Braze for user engagement and lifecycle marketing managed by Segment events. - Created information architecture for content types and content roadmap including onboarding SEO Content tool for content creation - Worked with Engineering on optimizing in-app (Google exposed) pages to include schema markup in addition to on-page recommendations - Onboarded freelance writers to create content around crypto, defi, and blockchain topics and terms
GlossGeniusHead of Search
Jun. 2021 - Feb. 2022New York, New York, United StatesManaged all paid acquisition channels in driving 70% off all conversions creating as many accounts in one year as the prior 3 years combined. Conversion Rate Optimization with landing pages and UX to improve marketing efficiency for CAC Driving marketing data operations to improve data transparency across the funnel. Providing audits and recommendations to the product and engineering teams. Built custom dashboards to visualize channel performance across on spend, engagement, and business KPIs
Postmates Inc.Director of SEO
May. 2019 - Jun. 2021San Francisco, CaliforniaRecruited to lead SEO on Postmates.com website. Also helped manage the UA team after Director of UA left managing all paid channels. In less than 1-year I accomplished: 1. Standard reporting for Organic traffic, revenue, and internal business metrics
2. Created a content arm for link acquisition
3. Instituted a link reclamation/move program with PR, Comms, and agency partner
4. Increased DA/PA 67/59 to 71/65
5. Increased pages indexed from 230k to over 1.4MM pages
6. Increased Organic traffic by 110%
7. Increased revenue by 102%
8. Built and launched a remarketing program working with paid team resulting in single digit CPI (cost-per-install)
9. Launched CRO program working on high traffic landing pages and page categories
10. Managed 8MM/month paid acquisition budget.
DatabricksSenior Manager
Mar. 2018 - May. 2019San Francisco Bay AreaWeb Production
Took over web development agency working on our website and managed the build and launch of several products. Managed the team until we found a better partner and onboarded, trained, and co-developed with new agency. Managed front-end and back-end development in between agencies helping ship GDPR compliance, conference registration pages, and post-conference media assets with opt-in capture on registration into our CRM. Website Infrastructure
Managed the stack our website was on and saved $12k on hosting costs. Migrated website with no downtime to a cloud-based environment with high-availability and redundancy. Instituted security protocols and crises comms workflow. SEO
Grew traffic to average of 15% MoM and 110% YoY. Built net-new content sections resulting in additional traffic attributing to over 20k visitors per month and growing. Planned and coordinated strategy to rank for TensorFlow terms to align our AI platform in market share-of-voice. Instantly started capturing traffic and page 1 above fold rankings for over 1k TensorFlow terms. Analytics
Provided sharable dashboards to track website traffic and conversions. Optimized reporting from manual production to API driven, real-time reporting. SEM
Co-steered our paid channel efforts optimizing for CPA targets, creative strategy, and audience building.
Twilio Inc.Senior Marketing Manager
Apr. 2016 - Mar. 2018San Francisco Bay AreaSEO
Hired to come in and lead SEO for Growth team. Created wiki docs and held training sessions for Product Marketing Managers, Engineering, and Content Teams. Architected and drove the development of content engines resulting in 300% lift in Instant Answers on Google. Demand Generation/Field
Owned top-of-funnel awareness campaigns for "Why Twilio" hosting webinars and creating content marketing plans. Development of dynamic infographic content. Managed integrated campaigns for gated content and events driving high volume registrations, attendance, and engagement. ABM
Responsible for evaluating and onboarding our ABM stack. Designed and developed landing pages and ads. Worked with Sales and Sales Ops team in defining target lists. Created analytic reports to share with stakeholders. Drove enterprise awareness by 10x.
LendingTreeSr. Marketing Manager: SEO
Nov. 2010 - Apr. 2016San DiegoManage SEO on various LendingTree products and business verticals. Launch strategic initiatives in growing traffic for new products. Secured and maintained 1st page positioning for high traffic, high competitive terms: Refinance, Mortgage Rates, Personal Loans, Home Loans, FHA Loans. Helped ideate, wireframe, and workflow products: Loan Officer Q&A, Business Loans Resource Center. Sourced and managed enterprise CMS and onboarded over 30 freelance writers.
SEO GIANTOwner
Jan. 2009 - Dec. 2017Agency with expertise in all aspects of Online Marketing including but not limited to: SEO, SEM, Email Marketing, Social Media Marketing, Graphic Design, and Web Development. Case Study: Bills.com
Bills.com had a significant drop in Organic traffic that could not be attributed to any penalty. After running an audit I found several architectural and technical SEO concerns that needed to be fixed. Along with doing an outreach campaign to drive authority, I've grown organic traffic 20x since 2016. Case Study: CarPartsWarehouse.net
Company with 8 websites in the automotive performance and replacement parts market. The company PPC monthly spend was well over $30k per month with a cost-per-conversion of roughly $84.00. We took over the project and immediately began work on the landing pages, PPC campaigns, and SEO. In less than 2 months we dropped the cost-per-conversion to $46.00 while increasing monthly conversions by 35% month-over-month. Case Study: NeuroStarTMS.com
Neuronetics uses alternative non-drug treatment for depression. We reviewed their current PPC campaign with a budget of $30k per month and reduced their monthly spend by 30% while having a record-breaking month of sign-ups to their find a provider opt-in form. We also reduced their CPL (cost-per-lead) by 25% within 2 months. We are currently in development of 4 landing pages for their PPC campaigns that will be used to help their conversions as well as their search engine quality scores. Case Study: 101Things.com/SanDiego.com
101 Things to Do is a local magazine company with over 500,000 annual distribution. The company had a poorly built website that was not user or SEO friendly. We re-designed and developed a new website within 1 month while adding increased functionality and revenue tools. Within 4 months we doubled their traffic. We currently manage development and SEO and their traffic continues to grow month-over-month.
JK Worthy Direct Inc.Director of Operations
Apr. 2008 - May. 2009Director of Operations
• Within 6 months of operations helped generate enough revenue to become profitable and begin profit sharing with employees.
• Successfully managed SEO, development, and tracking for over 14 top level accounts.
• Installed and managed project management system.
• Worked directly with video team in launching and managing video marketing campaigns. • Setup and managed list managers and CRM’s for use in email marketing campaigns.
• Hands on design, development and management of all websites and ecommerce systems.
• Liaison between clients and Operations department. Project Management
Affiliate Marketing
Web Development
PPC
SEO
Video Marketing
San Diego MagazineCirculation Director, Digital Marketing
Jan. 2007 - Dec. 2008Greater San Diego AreaCirculation Manager • Within 1st month identified downward trending in circulation and launched several campaigns to rebuild subscriber base.
• Directly managed rack sales and distribution.
• Coordinated design, printing, list purchasing, and tracking on all direct mail campaigns.
• Direct responsibility on drafting and filing bi-annual audit reports required by ABC.
• Managed logistics on event copies, sales team, and hotel distribution. Competition Officer • Identify innovative technologies to increase circulation, improve efficiency, and enhance website.
• Watchdog on all city regional magazine websites.
• Setup Amazon Digital Text Platform for distribution through Kindle store. • Reported to directly to Publisher and President. Web Team Manager
• Hosted weekly meetings with the design, editorial, sales, and marketing team on website operations.
• Hands on development on replacing existing ad manager with Google Ad Manager.
• Directly managed all website development and marketing.
• Reported to directly to Publisher, Editor in Chief, and President
ACICirculation Director
Jan. 2005 - Dec. 2007Greater San Diego Area, San Francisco, Los Angeles, Orange County2007 American Circulations Innovations San Francisco, CA
Senior Circulation Manager – San Francisco Examiner 22,000/Day
• Salvaged distributorship from poor service and dumped papers by creating new SOP’s, reorganizing management responsibilities, and turning over contractors who failed to perform.
• Created SOP’s for all positions.
• Installed and implemented AirClic Single Copy software system.
• Acquired 8,500 more copies per day due to excellent service.
• Responsible for contractor fees client billing, and client relations. 2007 American Circulations Innovations San Francisco, CA
Senior Circulation Manager – El Mensajero 92,000/Saturday Only
• Planned and implemented operation plan and fee model.
• Located and contracted temporary and permanent warehouse locations.
• Contracted 17 drivers in less than 2 weeks prior to launch.
• Responsible for contractor fees client billing, and client relations. 2006 – 2007 American Circulations Innovations Irvine, CA
Circulation Manager – OC Post 65,000/Day
• Responsible for planning, logistics, and fee model for launch of OC Post.
• Created SOP’s for all positions.
• Managed 3 District Managers, 1 Assistant Circulation Manager, and 2 Warehousemen.
• Sequenced and routed 45 routes from Dana Point to Huntington Beach on a 6 week rotation.
• Responsible for contractor fees client billing, and client relations. 2006 American Circulations Innovations San Marcos, CA
Circulation Manager – San Diego Union Tribune • Acquired distributorship of 92054 area in Oceanside.
• Planned and implemented transition plan of contracting previous carriers into a per-copy fee.
• Responsible for product logistics, tables, carts, and bags.
• Learned PBS system for service mail and RouteSmart for routing.
• Responsible for contractor fees client billing, and client relations.
moreFocus GroupSr. Web Developer
Jun. 1999 - Aug. 2005Managed code optimization, site promotion, and server management of company web sites. Developed web-based programs for search engines, news feeds, dynamic content management, and statistical analysis. Online marketing and branding experience with several product websites. Worked as creative lead programmer for behavioral tracking systems. Also managed free-lance programmers and entry-level coders in web site development. Proficient languages: Apache, MySql, NetObjects, Homesite, Ultraedit, JavaScript, HTML, Visual Basic, Unix, Linux, Pearl, PHP, VBA. SEO
Web Development
Analytics
Database Optimization
US NavyPetty Officer 3rd Class
Jun. 1994 - Jul. 1998Norfolk, Virginia Area• Direct responsibility of cryptography and all crypto equipment, shipboard transmitters
• Responsible for training on all new Radioman strikers
• Supervised seaman on Planned Maintenance Systems and bridge watch duty
• Helped ship win flag on secure radio systems qualification
• Reported to Senior Petty Officer Cryptography
Information Technology
Ship-to-Ship Communications specialist
Top Secret Clearance
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