About me

My home on the web since ’99

While I may have been around since ’69, I’ve only been keeping this place going since ’99. And it has been a party. But enough about the website, let’s dive into the topic at hand.

So, What About Me?

I’m an accomplished digital marketer and web manager. My career has featured extensive experience leading omni-channel campaigns, SEO strategy and execution for both web and listings. Plus website governance for many verticals, including multi-location business that were both company owned and franchised.

Web Focus & More

I’ve had decades of experience overseeing high traffic websites with a proven track record of managing both large organic (agency and development spend) and paid marketing budgets. All while driving significant sales growth both organically and through SEM and social media advertising.

Advertise, of course. Remember Organic, too

Despite my marketer’s bent, I’m a firm believer that organic should always be the ultimate goal if it is within reach, as it will deliver the best ROI. You can certainly rent all the traffic you want with SEM, but turn off the dollars and your traffic immediately dries up as well. Other mediums, such as display, are less than stellar at actually converting, although they do post seriously high bounce rates, which is never the goal.

I have developed and managed websites in many verticals, including: consumer retail services, private and public higher education, healthcare, not-for-profit corporations, government agencies and niche manufacturing.

Latest Stop

My most recent stop of six years saw me managing multiple websites for a publicly traded (NYSE VVV) consumer brand. I not only oversaw the company sites, but I also led a complete redesign and revisions post launch.

And that redesign took place while platforming on an all new CMS and codebase, with all new APIs since the previous API suite was baked into the old CMS. Despite all of those challenges, an all-new, modern and mobile-first website was delivered on time and under budget. And posted significant organic traffic increases despite the mass changes.

From there, it was on to rebuilding the entire SEM website from scratch, rolling hundreds of landing pages into the main domain away from a previous subdomain, eliminating the need for agency work at a significant cost savings while providing the internal ability to change offers, swap content or even spool up a new landing page in minutes. I technically provided a 24 hour SLA, however.

What Else?

Other redesign work focused around the rebuilding of both store locators and local pages and I undertook the RFP process to find a new vendor for local pages, local listings and store locators as part of that process. New local pages that posted double digit organic gains overnight (ranking 1.x in SERP) and local listings that also converted (also ranking 1.x in SERP).

Additionally, I was also involved in the redesign and management of niche websites there, such as the website for shareholders, the subsite that was entirely focused on B2B business, and the website that would generate new franchisees and additions to the core business.

Finally, there was the web testing side of the house as well as CRO work. A/B tests of interesting hypotheses, multivariate testing and lots of work ensuring landing pages converted for the purpose they were intended – which was getting customers in stores.

Prior to That, Though…

Prior to that stop, I spent four of my nearly seven years in higher education at my alma mater as the web strategy manager overseeing both a massive Drupal install and a comprehensive redesign process to roll out an all new design on a new CMS.

This stop also saw an RFP for CMS. After years on Drupal, those of us in both Brand and IT were eager to make a change for numerous reasons – being on a deprecated CMS is not for the faint of heart. Or anyone, for that matter.

First rounds of personalization and A/B testing took place in this position. Lots of CRO work on landing pages – making sure they converted and attracted students to the university.

Absolutely loved my time there, as I was able to be involved and immersed with web accessibility, web governance, information architecture and so much more.

There are plenty of other details to discuss about me and my career as well as what’s yet to come. I’m always looking to learn and broaden my horizons on what’s possible within the digital space. If you’d like to have that discussion, I’d love to hear from you.