Adam O'Donnell Email & Phone Number

Greater Atlanta Area

Leader for all web analytics data for a shared environment that serves more than 50 AAA clubs/organizations across 8 travel products.• Point person for all web analytics, delivering not only dashboards and reports but guidance and insights on the meaning behind the numbers for executives, marketing groups, and product teams.• Provide instructions or hands-on execution of analytics tagging/tracking, allowing marketing teams of all levels of analytics experience to implement campaign optimization, action-based reporting, and funnel tracking for their individual organizations.• Created advanced data pipelines, extracting data from Google APIs, website data layers, and multiple databases to capture the user experience across multiple travel products where the user isn’t necessarily following a simple, linear journey.• Use these complex data models to link online engagement metrics with confirmed bookings, providing a clearer understanding of the impact of digital marketing efforts and website design.• Perform ongoing A/B testing using tools such LaunchDarkly to toggle on/off site features, helping to promote and improve user design and experience.• Illustrate the data and stories provided by the numbers using Tableau and Sisense business intelligence tools.• Work directly with development teams to optimize and refine website data layer implementations to meet the growing needs of the organization as well as the business stakeholders.

Lead analyst and subject matter expert for web performance analytics, providing dashboards, guidance and insights• Point person for all web performance analytics, guiding marketing, product, and development teams on all website-related metrics.o Create and manage globally-utilized dashboards using data extracted from Google Analytics and displayed in user-friendly formats using Qlik.o Produce on-going reporting updates that highlight key insights that go beyond the numbers, spurring teams to make decisions, updates or program changes based on what our users are telling us through their actions.o Follow up insight and optimization reporting with routine meetings to further discuss and educate on the stories behind the numbers we’re seeing.• Created global dashboards for 27 new country websites enabling web analytics tracking from day one of each site launch and ensuring that immediate changes can be made based on analytics learnings.• Utilize R, Python, and other data science techniques to extract large amounts of data via Google APIs providing easier comparison and investigation across greater time periods, multiple platforms (i.e. Google Analytics, Search Console, etc.), and more layers of information than standard frontend tools.

Greater Atlanta Area

Optimization Analytics Lead for Small Business Product Line• In charge of web analytics for three small business product lines with the focus on improving engagement and conversions through data-driven decisions.• Produced on-going optimization reports designed to track users’ traffic patterns, actions taken, and recommended A/B testing scenarios.• Created advanced tracking metrics using Google Analytics and Google Tag Manager to allow for reporting on more innovative user actions such as scroll depth, as well as enabling organization of actions such as segmentation for all priority-one conversions.

Greater Atlanta Area

Responsible for North America Web Performance Analytics and Management of Google Analytics Platform.• Delivered web performance reporting to North American marketing, web, and sales teams.• Provided deeper understanding of analytics through monthly guidance calls, enabling high-level decisions based on web performance data.• Created company’s first true shopping cart funnel reporting structure. Working with IT to code shopping cart pages to all for complete tracking of all possible customer conversion journeys.

Greater Atlanta Area

Led digital strategy for the global software company’s U.S. small business product line.• Manage multiple vendors, agencies and internal resources in order to create and execute yearly digital marketing plans that worked hand-in-hand with any offline department marketing plans in order to meet company goals.• Put in place and managed an ongoing testing program that saw click-through rate for website calls-to-action boosted by 50%.• Produced monthly and weekly analytics reports, based on new templates I created, that pull data from Google Analytics, WebTrends, Google AdWords and internal reports into easy-to-read dashboards distributed to department heads and as well as the executive leadership team.

Atlanta, Ga

Managed Global SEO Team for InterContinental Hotels, the largest hotel company in the world with 7 brands including Holiday Inn, Crowne Plaza and Hotel Indigo.- Led a global team of high-performing global SEO Team with remit including natural search, local search and domain management. - Increased team size from two to four members, taking on more department responsibility and more efficiently managing responsibilities. - Brought in dedicated resource to replace an agency, resulting in lowered overall cost and higher production. - Boosted natural search traffic resulting in revenue gains month-over-month that outpaced overall web revenue.

Atlanta, Ga

Managed all interactive marketing such as websites, social media, email marketing, and search engine optimization/marketing.- Captained the creation of online projects and solutions involving email marketing, online advertising, social media marketing and search engine marketing. - Rebuilt Aarons.com, company’s flagship website, from the ground up to bring in a fresh design, better attract online shoppers, and properly utilize search engine optimization best practices. - Site traffic increased from 100% month over month; website conversions boosted new leases from Internet leads by 40%. - In less than 2 years, I overhauled all of the major company websites as well as their email marketing program.- Created Sports Marketing content for the Aaron's Sports website, as well as our many social media sites such as Facebook and Twitter.- Introduced company's first SEO and Paid Search programs.

Atlanta, Ga

Managed online presence for company’s sponsorship program, including NASCAR and NHRA. Also worked in marketing capacity on-site at events. - Wrote blogs and other materials for an internal web portal that helped sell the message of NASCAR and the company’s sponsorship of the sport, as well as promote employee contests and goals. - Managed company’s NASCAR website – racing.ups.com.- Worked with agency, race team and multiple internal departments to coordinate a content schedule. - Wrote a monthly column, giving the sponsor’s perspective on the sport and team. - Evangelized the company’s sponsorship and driver online through friendships and conversations with NASCAR fans and media on various social media outlets such as Twitter, Flickr and Facebook.

Atlanta, Ga

Responsible for multiple online projects, including Sponsorship websites and digital asset management system. - Rebuilt NASCAR sponsorship site – racing.ups.com – around Movable Type, a blogging/content publishing platform. Allowed content writers to post new articles and announcements several times a week without the requirement of a programmer or developer. - Responsible for Public Relations interactive projects and the monthly email newsletter program.- Led the implementation of email marketing software to create event management information and invitations for a series of high-profile executive events. Became the only person at UPS who managed an email marketing program without agency assistance.- Project management duties included managing agencies, budgets and internal resources. - Member of the development team for UPS’s centennial celebration Web site – ups.com/100. Built versions of the site in 13 languages for launch in January of 2007. - Researched and provided recommendation for scope, resources and budget to create an enterprise-wide digital asset management system.

Atlanta, Ga

In charge of all web content and day-to-day operation of all Public Relations websites. - Overhauled online strategy, managed the launch of five external sites and one internal site. - Provided consultation to senior management, affiliated work groups and vendors on the strategic use of the Internet to achieve business, brand and image objectives. - Developed multiple tools for more efficient communication and collaboration between global work groups. - Member of advisory team leading to redesign of UPS.com in 2002 and 2003. - Ensured compliance to redesign standards for four websites.