Andrea Birdsong Email & Phone Number

Product owner and lead for elsevier.com, one of the top 400 global websites based on domain authority. • Successfully launched elsevier.com global and regional sites (13 in total) onto a new headless CMS, resulting in the following gains six months after going live: - 200% uptick in content downloads and form submission - 40% improvement in page load time - 13% decrease in bounce rate - 10% increase in site engagement - Two point increase in NPS score• Over eight months, hired four senior, global leaders, adding to my team of 12. Restructured our workflow, leading to a 25% boost in employee satisfaction. This resulted in my group being named one of Elsevier's top-performing teams. • Identified as a "One Health Award" winner, a company-wide recognition for holding myself accountable to deliver the right outcomes.

Led Marketing for Rendia, an established medical SaaS company focused on improving the patient experience. • Launched corporate website rendia.com, establishing new brand. Sessions up 30% and bounce rate down 6% one month after going live. • Defined marketing KPIs, saving 40 hours per month through streamlining the reporting framework.• Set brand and messaging guidelines for all corporate communication. • Managed content strategy, including blog calendar and campaign cadence. Blog traffic up 7% since taking over the role.• Worked alongside CEO to innovate (product, revenue model) and advance business development opportunities to grow our customer base and revenue.

Arlington, Virginia

Led a team of 11, collaborating to develop brand awareness, engage with clients and prospects to craft the user experience by executing both A/B, UX testing and data-driven decision making. Employ process design and analytics to unite a complex set of stakeholders including senior leaders around the business case for site enhancements. • Product owner of a site which generates 25 million sessions a year and serves as the branding, lead generation and customer portal for Gartner. • Led launch of rebranded gartner.com, integrating CEB and Gartner websites into one new public site. This new site has a cohesive brand voice and visual identity, resulting in 3% traffic growth and 186% increase in form completions YoY.• Built from scratch (hiring, setting strategy, and leading) a UX/Conversion Rate Optimization team that delivered a 95% increase in “Become a Client” leads through form and CTA testing and navigation redesign. • Introduced dynamic and personalization capabilities to drive conversions and engage users.• Spearheaded LinkedIn sponsored update program, one of the company’s most effective lead generating channels, which increased LinkedIn followers by 50% and netted over 90 million impressions. • Developed and nurtured search, social and referral traffic 47% YOY. • Sunsetted and migrated legacy sites from Wordpress and Teamsite to AEM.

• Implemented A/B testing resulting in a 157% increase in conversions and deployed redesigned corporate website, creating new organization principles to maximize lead generation.• Enhanced Google Ads campaign raising the average click thru rate from .66% to 3.23% for all campaigns. • Launched Facebook page focused on products and advertising opportunities and grew audience to include 30% of customer base.• Executed audience development strategies including search engine marketing, search engine optimization and social media and strategic partnership creation. • Forecasted, analyzed and tracked internal web metrics to identify trends and opportunities while directing the creative development and maintenance of the corporate web site, including content creation.

• Executed web components of first international, multi-brand campaign for Hilton Worldwide, resulting in over $20M in revenue for both domestic and international properties.• Redesigned Facebook page for Hilton Honors, resulting in a 300% increase in followers.• Collaborated with partners in to implement online media strategies (search, advertising, social media) to retain and acquire new customers. • Managed operations for two customer-facing websites, honors.com and hiltonworldwide.com. • Initiated honors.com/Italia launch, the first and only in-market web site in Italy promoting the loyalty program, Italian and worldwide properties, resulting in a 200% increase in Italian Honors members.

• Led redesign and rebranding of HomePath.com, one of the most visited real estate websites, including integration with custom back-end application. Achieved savings of $200K/yr. in support costs by optimizing content syndication model.• Managed and oversaw day-to-day delivery of Web content and publishing services for Fannie Mae's three corporate websites with team of 11 through internal client-services model. • Functioned as co-lead in the formation of the new Web Services group, which helped fill seven positions and define company’s vision, goals and processes. Spearheaded the relaunch of Help the Homeless walkathon website along with the new online registration platform saving $80K/yr.Senior Communications Manager, 2004-2007• Managed team of three responsible for Web content and publishing services on fanniemae.com and the corporate intranet. Engaged with the editorial group and internal clients to develop content strategy and execute online communications. • Restructured and automated process for posting daily internal news stories, resulting in two hours, or 25% less daily production time needed. • Functioned as the Team Lead for the corporate wide 2005 business recovery plan.

Bachelor Of Science, Public Relations

Certificate In Web Analytics