Amanda Broughton Email & Phone Number

• Built a product roadmap while performing day-to-day project management for adcouncil.org, leading to a 161% YOY increase in partnership and press inquiries.• Managed the full SDLC to build the Mental Health Toolkit, a valuable partner resource aggregating content from four separate campaigns via a complex taxonomy and streamlined user interface.• Partnered with five cross-functional groups to re-write website roles and develop processes for ongoing technical management and continuous content updates on adcouncil.org.• Conducted a full design system and accessibility audit resulting in multiple global site changes and updates to 25 modules to improve accessibility and create design and development consistencies.

Growing, scaling, enhancing, and continuously improving the Nextiva website.

Formerly FIAT Chrysler Automobiles• Regularly shift focus between high-level site strategy and day-to-day management of infrastructure, platform projects and defects for the six brand websites.• Collaborate with cross-functional partners including brand management teams, advertising, CRM, developers, FCA IT, analytics, cross-regional leads, and more, to develop improved website experiences.• Lead the testing, personalization, and conversion rate optimization (CRO) strategy for all brands, in conjunction with agency partners, while reporting results to senior leadership and making recommendations for full scale experience rollouts.• Monitor website speed metrics on a weekly basis to ensure response times are within an acceptable range.o Reduced visually complete load times by 19%, on average, across all monitored vehicle landing pages.• Managed the redesign of the Compare application, allowing users to more easily compare features of models they’re interested in.• Partner with the agency to build the technical SEO road map and implement improvements across all six brand websites through the monthly platform releases.• Manage and monitor translations and site functionality on the Spanish US brand websites. Significantly reduced Spanish site errors through consistent maintenance along with implementing process improvements.

Detroit, Michigan

• Contracted through TEKsystems to lead the migration of the global intranet from SharePoint to Adobe Experience Manager.

Birmingham, Michigan

• Led teams of strategists, UX architects, creative directors, business analysts and developers to move ideas through the software development life cycle, resulting in the successful release of production pilots for testing, with the goal of launching nationwide products. • Documented and communicated out business and functional requirements identified by product managers and other stakeholders. • Built and implemented new project processes which allowed the teams to work creatively while also following a much-needed structure that transitioned projects out of prototyping and into production asset development.

Birmingham, Mi

• Served as the Model-Year Refresh (MYR) lead updating content on Chevy.com for assigned MYR vehicles; managed the three-month process from initial data set-up to final launch.• With the use of JIRA, collaborated with PMs to improve the efficiency of the MYR process, while capably managing two MYR projects simultaneously. • Led a content overhaul for OnStar’s new business model that affected 75% of Chevy.com, working with cross-functional internal and external teams to enhance the website’s content, data, and applications. o Oversaw PMs assisting with the project, assigning and managing tasks to attain project deliverables within the designated timeframe. o Successfully launched pages without any issues and reduced QA hours by 50%• Streamlined the process for clients to submit requirement requests to the internal testing team, increasing client test campaigns, improving efficiency, and enhancing project management and coordination between internal teams. • Mentored four Associate PMs, guiding the team through complex projects to ensure attainment of deliverables, in addition to training all of the PMs on process improvements relating to MYR activities. • Worked with the development team on the international ChevyFC.com site, implementing a language translator and served country-specific content based on the identified location of the end-user; created the feature for 10 different countries to improve client’s global market scope

Royal Oak, Mi

• Liaised between Beaumont and an external digital marketing agency, identifying the marketing goals of the different departments, communicating goals to the agency, and collaborating to determine digital marketing plans and develop Beaumont’s search marketing program. • Led the restructuring of Beaumont’s major website hubs, developing optimized content for SEO value to increase page views and site visits and attract potential patients and caregivers to the hospital.• Interfaced with physicians, department leads, and hospital administrative staff and managers to instruct on the importance of SEO and paid search to drive website traffic and increase leads.• Collaborated with the external marketing agency to update the Beaumont website, developing content, building site maps, and structuring hubs; built hundreds of new pages for all of the main sites.• Initiated lead generation activities through pay per click (PPC) campaigns in order to achieve more tangible results; created and launched paid digital campaigns to increase impressions and clicks. • Managed the content migration from Drupal to EPiServer CMS, in addition to building lead generation forms within the CMS, improving the team’s operational efficiency.

• Functioned as a project lead on digital marketing campaigns for various industries, utilizing SEO and paid search advertising to develop optimized content that increased impressions and page views. • Conducted consistent client meetings to report on the progress of websites, maintaining a high level of website performance and ensuring client’s expectations and deadlines were met. • Built paid search campaigns, gathering requirements to launch full-fledged campaigns within Bing, Yahoo!, and Google in order to increase clients’ website traffic. • Developed and monitored project plans and budgets for paid marketing and advertising initiatives.

• Worked with team to create Search Engine Optimization plan• Wrote and edited content for static pages to increase website Search Engine Results Page rank• Used online keyword tools to rank keyword priorities• Wrote creative and concise product descriptions• Created buyer's guides and wrote keyword rich content to fill the guide

• Implemented Search Engine Optimization tactics to increase website traffic• Wrote optimized content for various e-commerce stores• Edited peer content for correct grammar, flow of writing and keyword inclusion• Created Google AdWords campaigns, managed bids and wrote ad copy for pay-per-click clients• Analyzed online marketing campaign performance, and updated campaigns accordingly, with the use of Google Analytics• Utilized social media marketing tools, including blogs and social networking sites, to increase visibility of client's sites