May 2023 – Feb 2024 · 9 mos

• Helped recover SEO declines with technical performance updates, metadata optimizations, and URL cleanups
• Realized a 300% improvement to monthly Organic Search traffic
• Improved Google Ads conversions by 59%, conversion rate by 45%, clickthrough rate by 340% with a 25% lower cost-per-conversion YoY (comparing FY'22 vs FY'23)
• Redesigned App Details pages improving Free Trial submissions by 50%
• Helped redesign the Top Publisher Awards page
• Updated the homepage design for the 1st time in 4+ years
• Fix OneTrust tracking issues to preserve website data while maintaining compliant cookie consent
• Managed a team of web developers, a marketing manager, a digital marketing consultant & analytics contractors

Mar 2021 – Nov 2022 · 1 yr 8 mos

• Tasked with leading and directing all Digital Marketing efforts for Airkit (Paid Search, Organic Search, CRO, Website Analytics and Software Directories)
• Responsible for website performance management, website security, and content updates
• Achieved 17x ROI from Paid Search advertising
• Contributed to 100% increase to overall monthly website traffic from FY’22 to FY’23 [Organic Search largest contributor]
• Created CRO process to allow efficient A/B testing which resulted in a 3x CVR increase site-wide
• Directed blog strategy; content concept creations, development, and promotions in collaboration with Marketing, Developer Advocates and Sales Enablement teams
• Initiated first search engine indexing and built foundational SEO metadata yielding 200% increase in average monthly Organic Search traffic for the last 2 fiscal years compared to 2020
• Worked with Marketing Operations to track Organic Search lead sourcing via Marketo and SFDC
• Successfully tracked 7,000+ keywords ranking airkit.com
• Built analytics dashboards utilizing Google Analytics data combined with Salesforce pipeline and conversion numbers to allow self-service data analysis in Google Data Studio
• Created event tracking for all CTAs and interactions on the website with the ability to update data attributes easily from WordPress CMS backoffice which helped have a successful migration from Universal Google Analytics to GA4
• Handled direct management of the web team (4 person headcount), digital contractors (3 person headcount, and backfilled as the marketing leader after departures

Dec 2019 – Mar 2021 · 1 yr 3 mos · San Francisco Bay Area

• Increased Google Fi's Organic Search revenue by 66% YoY
• Created the foundational updates to metadata and schema markups for search engine visibility. Organic search went from 3rd best performing channel in 2019 to top performing channel in 2020 based on conversions/transactions.
• Focused on bringing cross-functionality between Marketing, website and Fi’s partners (UX, Product, Support)
• Developed the CRO program infrastructure to allow efficient idea intakes, testing, reporting, and overall communication for website experimentation
• Helped define data attributes for specific elements on the website for more robust tracking
• Built out the UTM naming structures for consistent performance tracking across all marketing channels
• Supported all device & feature launches on Google Fi’s website
• Backfilled email support and processes after a colleague departed to maintain email growth

Sep 2017 – May 2019 · 1 yr 8 mos · San Francisco Bay Area

• Increased PPC Pipeline by 400% in the final 2 quarters of FY18
• Increased PPC Pipeline by 60% YoY FY18 to FY19
• Built and managed NAM, APJ and EMEA Google Ads/Bing channels for global presence
• Grew Organic Search Sessions & Organic Contact Sales Submissions by 30% YoY
• Increased overall website Contact Sales Submissions by 40% YoY
• Developed Marketo logic with Marketing Ops team to accurately track Organic Search form submissions across website that allowed tracking of Organic Search Pipeline in FY19
• Worked cross-functionally with Product Marketing & Demand Gen to develop content strategies for the website, product launches and campaign executions through marketing channels
• Successfully tracked 3000+ organic search keywords that generated traffic from Google Search Console to report MoM search engine trends
• Implemented testing capabilities to website and landing pages with Google Optimize
• Cleaned up HTML tags and setup event tracking through Google Tag Manager
• Improved conversion rate of 'Gartner Magic Quadrant 2017' landing page by 50+% (top marketing asset)
• Managed a web development agency and SEO contractor to ensure digital success
• Educated entire marketing department on SEO best practices through instructional meetings
• Developed 'Blog Post SEO Best Practices' checklist for the Content Marketing team
• Helped support the creation of Rubrik Build with Tech Marketing team - an open source API community
• Took the lead on successful GDPR implementation to ensure proper website tracking
• Maintained a minimum of 25X ROI for all marketing efforts

Jul 2016 – Aug 2017 · 1 yr 1 mo · San Francisco, CA

• Analyze & optimize Google AdWords & Bing Advertising accounts
• Increase conversions and reach with LinkedIn text ads
• Improve remarketing tactics with Google Analytics lists and AdRoll platform
• Increase conversion rates with Marketo landing pages & ad copy A/B testing
• Update & build upon SEO for company's website
• Deliver weekly and monthly digital marketing reports
• Maintain software directories (SoftwareAdvice & Capterra) to maximize returns

Jun 2015 – Jun 2016 · 1 yr · Mountain View, California

• Optimize SEM accounts for North America
• Conduct landing page & text ad copy A/B testing
• Perform keyword reporting on top performers in multiple regions
• Support other Apps for Work projects in the SEM realm
• Report on weekly performance, industry trends, & competition
• Advise on Display Network & Remarketing strategies

Nov 2014 – Jun 2015 · 7 mos · Phoenix, AZ

• Analyze & optimize company's Pay-Per-Click accounts (Including: Google AdWords, Bing Advertising, Facebook Advertising, AdRoll)
• Landing page testing & optimization performed with Optimizely
• Phone call tracking through CallTrackingMetrics & Twilio
• Heat-mapping & click analysis with CrazyEgg
• Conduct competition analysis in the digital environment
• Collaborate on creative banner design
• Build strategies for online marketing efforts

Oct 2013 – Nov 2014 · 1 yr 1 mo · Phoenix, Arizona Area

• Manage Bing/Yahoo & Google AdWords Pay-Per-Click campaigns
• Utilization of Search Network, Display Network, YouTube, Remarketing & Product Listing Ads
• Establish Return-on-Investment
• Consult clients on website design & optimization
• Analyze competition through Google Keyword Planner & SpyFu Software
• Creative banner ad design with BannerSnack
• Customize lead tracking forms for specific client industries
• Educate & consult clients on self-Management of small to very large Pay-Per-Click campaigns
• Phone call tracking through CallTrackingMetrics to improve processes and boost conversions
• Handle minor updates to clients' websites
• Landing page A/B testing conducted through Unbounce

Jan 2013 – Oct 2013 · 9 mos · Tempe, AZ

• Build and optimize clients' Google AdWords advertising campaigns
• Educate advertisers on Google's best practices within 90 days
• Took part in the "Search Network with Display Select" testing program
• Solve website policy problems for advertisers