Feb 2017 – Nov 2017 · 9 mos · Ontario, Canada

• Part of the global team based in Seattle and Boston, responsible for building out personalization solutions across all Staples domains, focusing on Staples.com. Working with multiple stakeholders in the organization including the data science and software development team to execute the roadmap

Sep 2016 – Feb 2017 · 5 mos

• Responsible for $200M+ ECommerce On-site Search Engine revenue for Staples Business Advantage (Staples Contract) business
• Increased every search metric KPI YOY in FY 2016
• Completed a project to rebuild the product information architecture and categorization. Managed team of 2 to manually review and categorize 250k+ products. Created new processes and added systems to handle the new taxonomy
• Created an algorithm to predict customer mistakes and preemptively fix them before they even happen, reducing search nulls by 16% in 3 months
• Improved Search Customer Satisfaction score by 8.3 points in 18 months - highest improved metric
• Created a live feedback function from Search results, allowing for much faster action on opportunities

Jul 2015 – Sep 2016 · 1 yr 2 mos

• Responsible for analysis & optimization of the Staples Advantage / Eway.ca On-Site Search Engine for business, usability and conversions
• Tune and optimize the search engine for revenue and customer experience
• Ongoing analysis and identification of opportunities
• Interface with internal stakeholders to complete projects and achieve objectives

Oct 2010 – Jul 2015 · 4 yrs 9 mos

• CONVERSION OPTIMIZATION
• Increase conversion rates and leads for clients by improving websites through Usability Testing, A/B Testing, Heatmapping, wireframing and content changes
• DIGITAL ANALYSIS & STRATEGY
• Deep dive analysis using Google Analytics to determine the best strategic approach to reach business goals
• TECHNICAL SEO
• Analysis of websites, and deep dive SEO site audits to improve search engine performance through improvements to the website platform, Information Architecture and coding
• Examples of Success:
• Increased one clients overall website conversion rate from 9.1% to 22.52%
• Identified the framework for identifying and fixing Google’s Panda penalty. One clients’ organic traffic recovered 170% YOY
• Innovated, created, and grew the Audits team. This team of only 3 people was the third largest revenue driving product group in the company

Jan 2010 – Oct 2010 · 9 mos

• Managed the Account Management team through a year when the company made the Profit 100 list of Canada's Fastest Growing Companies
• Brought advanced Google Analytics training to the team, and supported each team member in campaign analysis. This resulted in more effective reporting and increased client satisfaction due to a greater understanding of the value of each SEO & Inbound Marketing program
• Maintained a high client retention rate of over 90% through this period

Jun 2009 – Jan 2010 · 7 mos

• In 6 months, completely rebranded the company including the current corporate logo, collateral and building signage visible to commuters
• Planned and executed events including trade shows, and branded events

Jul 2006 – Jun 2009 · 2 yrs 11 mos

• Successfully managed the SEM team to become one of the most profitable teams in the company
• Supported the sales team by attending sales calls, writing RFPs and closing SEM sales
• Successfully brought NLC into the limelight as a provider of enterprise SEM services by initiating and launching the popular NLC Blog and tirelessly promoting the SEM solutions group
• Created processes such as standardized project costing and a Keyword Analysis tool that increased profitability of the SEM team

Jul 2000 – Jun 2006 · 5 yrs 11 mos

• Solely responsible for the online channel and growing E-Commerce sales for 6 consecutive years:
• Results
• Increased sales 100% each year 2000-2003, and again 30% in each of 2003-2005
• In 2006, was trending to almost $1M in internet-sourced sales on a marketing budget of less than $20k
• This was done on a 2.4% marketing budget - a yearly ROI of 3400%
• Traffic was driven using highly effective white-hat SEO strategies - the site was never affected by any penalty
• Began running AdWords PPC within a week of it launching - some ads had an E-Commerce conversion rate of 10%
• Grew the email list to over 6,000 subscribers in a highly niche senior health market
• Began selling product on Amazon almost immediately on the market opening
• Since it didn't exist yet, built in first-click and weighted attribution tracking
• Since it also didn't exist yet, personally built in personalization, one-click repeat ordering and upselling functions