Throughout my career, I’ve been afforded the opportunity to collaborate with organizations in several sectors, including for-profit, non-profit, and political spheres. While working with non-profit organizations, I developed landing pages for PPC campaigns that resulted in increased membership and event registrations. Additionally, I’ve developed websites and various microsites for both political candidates and corporate entities.
Over the past 10 years I’ve been working at a for-profit online university. During my tenure, I managed multiple facets of their digital presence. Additionally, my team was involved in countless cross-functional initiatives. My primary KPI’s were increased conversion rates and enhanced SEO rankings. Finally, I managed processes to streamline the organizations tech stack.
American Public Education, Inc.
Senior Manager, Marketing Technology
Manager, Marketing Technology
December 2018 — Present
Primary Role: (Team Leader) Lead team of outside consultants. Grow development team from one (1) to three (3) people and implement initiatives to increase overall performance spanning the digital presence of six (6) brands.
Achievements:
- Increase YoY lead acquisition up to 30%. Collaborate with CRO and Analytics teams to garner insights for improving our paid landing page environment. Develop a deployment strategy for optimally testing desired changes and globally implementing the winning variants.
- Grow development resources and scale processes. Directly supervise 3 fully remote front-end web developers. Collaborate with the IT department to maintain UX between distinct code bases. Constantly optimize and evolve current technology stack for operational and/or business efficiencies.
- Iterate content environment to improve operational efficiency. Streamline technology stack by migrating disparate WordPress installs into a multisite installation, and finally a single WordPress instance with a shared database spanning 2 brands. Each phase was completed while mitigating the loss of SEO traction and other gains across KPI’s.
- Drive strategy to improve channel performance. Establish and evolve the ad serving capability within the content environment to further drive lead acquisition. Create system to automate correlation of ad subject matter with SEO relevant articles.
Primary Technologies:
- Monday & Jira – Used for project management, namely sprints and scrum team assignment. Different platforms used between internal staff and external consultants.
- WHM/CPanel – Used to standup servers & server administration across various hosting platforms.
- Domo/Google Analytics – Used to generate custom reporting from the Analytics team.
- Marketo – Used to manage and segment inbound records. Also utilized to reconcile with custom reports.
- PHP – For maintenance & updates to landing page across 5 brands. Also used for WordPress custom development across 2 brands.
- LastPass – Secure vault for digital team passwords. Implemented from scratch to create operational efficiencies.
- Microsoft Office – Including Excel used in generating JSON file contents.
American Public University Systems
Marketing Technology Specialist
October 2013 — November 2018
Primary Role: (Technical Specialist) Develop and maintain both the server health and code base for websites tied to 2 brands. Responsible for increasing technical and business performance of the channel.
Achievements:
- Incremental gains in lead generation from content environment. Implement strategy to utilize content network as a lead generation source and drip campaign top-end of funnel. This strategy led to a 30% increase in organic referral leads from the content environment.
- Increase end-user experience and improve KPI’s. Implement on page SEO best practices and adopt responsive webpage layout to enhance user experience. Optimize content environments by improving page-speed insights and other core web vital scores by 40% or more, leading to increased time on page and pages per visit.
Primary Technologies:
- WHM/CPanel – Used to standup servers & server administration across various hosting platforms.
- WordPress CMS – Used to house shared database and codebase for content marketing (SEO/SEM) across 2 brands.
- PHP – Used to develop custom themes, plugins, and functionality across 5 brands.
- HTML – Includes HTML5 on new or revised digital entities.
- CSS
- Javascript – Utilize both raw JS and JQuery library to enhance UX.
- Formstack – Used to generate online forms that automatically sync data to SFMC.
- Marketo – Used for list management across 2 brands and sync to SFMC.
Digital Documents, LLC
Lead Marketing Specialist & Customer Solutions Project Manager
September 2012 — October 2013
Primary Role: (Lead Marketing Specialist & Customer Solutions) Responsible for relationship management of multi-million dollar government contract. Responsible for corporate marketing strategy and implementation.
Achievements:
- Re-design corporate website to enhance UX and lead conversion. Design, build, and launch new corporate website and incorporate online forms to increase channel performance.
- Design and implement strategy to incorporate social media into the marketing plan. Work with organizations President to develop a publishing calendar for content across various social media outlets.
Primary Technologies:
- WHM/CPanel – Used to standup servers & server administration across various hosting platforms.
- Drupal CMS – Primary CMS for corporate website
- Google Analytics – Used to develop reports to review with Director and President.
- PHP – Used in custom theme and module development.
- HTML
- CSS
- Javascript
Emotive/The Lukens Company
Interactive Web Developer
January 2009 — October 2012
Primary Role: (Technical Specialist) As only the second staff member of this newly founded digital department within the organization, I was responsible for pioneering many of the processes, documents, and technologies used to serve our clients. My role encompassed project management, vendor management, technical development, reporting, and more.
Achievements:
- Implement processes to drive marketing department productivity. Develop client onboarding process documentation to decrease time to production.
- Negotiate and outline SLA’s for vendor response time and issue resolution. Build and manage relationship with 2Dialog representatives.
- Build landing page environments used in PPC advertising campaigns totaling $1M+ across various clients Work with advertising team lead to reconcile spend with landing page performance. Compose reports used by campaign managers to discuss campaign results with clients.
Primary Technologies:
- Kintera/Blackbaud CRM – Used for user segmentation, automated communications, and other record management functions
- 2Dialog CRM – Used to manage campaign landing page environment for 10+ clients
- Joomla CMS – Manage several unique instances for various client corporate sites.
- Google Adwords – Primarily uploading assets and implementing UTM tracking for campaign reporting.
- HTML
- CSS
- Javascript
- PHP