Anthony S. Policastro Email & Phone Number

Raleigh-Durham-Chapel Hill Area

Create UX Content Strategies for apps, blogs, web sites, and other areas requiring content.Develop and improve user experiences and usability for any digital content in any channel.Create content that is relevant, timely, and concise for digital assets.

Tallahassee, Florida, United States

Provide direct project management and leadership launching Card Services (CS) products. - In this highly visible role, I support key strategic initiatives and I am a direct liaison to the product and marketing organization, leading the project management efforts and contributing to go-to-market (GTM) success.- Support the organizations' strategic marketing objectives, client and consumer engagement, innovation needs and Card Services revenue goals, coordinating with product teams, marketing staff, internal clients and colleagues and with external vendor partners.

Chapel Hill, North Carolina, United States

Led the overall improvement of the site optimizing the design, UX, SEO/SEM, content management and analytics targeting B2B customers and markets. Increased traffic by 33% over the last three months -132 page views to 3,584 last 30 days YOY. Decreased Bounce rate by 47% Developed strategies and roadmaps to improve the customer experience, increase SEO rankings, traffic and conversions based on customer feedback, site behavior, frequency of visits, bounce and time on site.

Morrisville, Nc

Responsible for the strategy, creation, management, and analytics of Ecommerce merchandising campaigns for 240+ B2B Lenovo customer websites to increase traffic and revenue.Selected Contributions: Increased web revenue by 57% or $3M YOY Increased overall web traffic by 30% YOY Developed marketing/merchandising strategies for B2B segments using customer, web analytics, UX Sales data Implemented Adobe analytics for the sites to track customer behavior, CTR, A/B testing, Click Rate, Bounce Rate Created the first merchandising process/program for B2B

Greater Seattle Area

Responsible for the design and formatting of manuscripts for print and eBook publication and book cover designs/development. Trained authors on writing for social media and website content Developed and wrote content for book marketing/advertising, social media, and websites Optimized website visitor search experience improving customer satisfaction  Created book covers using illustrations and photographs Published ebooks and print versions on Amazon and book retailers

Raleigh-Durham, North Carolina Area

Responsible for managing Web/Ecommerce projects in Agile to optimize conversions and improve customer experience.Selected Contributions Improved web traffic by 10% overall Increased traffic 1% week over week and increased conversions and sales Used search and web analytics to troubleshoot poor customer experiences and optimize search results Documented project timelines, vendor services, and project scopes using Confluence.

Raleigh-Durham, North Carolina Area

Responsible for global web strategy using Agile (JIRA) to optimize customer experience and engagement involving SEO, internal search, content marketing, user experience, and virtual agents (artificial intelligence) marketing. Worked with global teams in Beijing and Malaysia, as well as various GEOs, marketing, finance, and UX/UI.Spearheaded the development of Lenovo’s first in-house eSupport Knowledge Management CMS system from ideation to launch. Currently, the tool has over 900 employees worldwide having published 130,000+ articles. Socialized and marketed the tool to stakeholders and potential users company wide.Managed and owned Virtual Agent pilots with IBM Watson and Nuance from research to production, which resulted in 15% reduction in call center calls.Selected Contributions: 80% improvement in content creation productivity worldwide Reduced call center calls resulting in $95k savings YOY Improved customer satisfaction 11% YOY Optimized visitor search experience with digital analytics improving customer satisfaction by 50% Researched and managed Virtual Agent/Artificial Intelligence vendors from financing to negotiations to SOWs.

Richmond, Virginia Area

Developed strategies to optimize search and website performance, monitored and reported on search metrics using Agile to reduce offline contact (phone calls), and served as a content subject matter expert.Selected Contributions: Improved content using search data to influence and direct content creation Optimized web site visitor search experience with digital analytics and cross-channel marketing Developed and managed content using strategy, infographics, and video Helped create new digital financial products – mobile and online - in line with Capital One's Digital Engagement and Adoption program using demos/videos.

Richmond Virginia Area

Provided client marketing solutions and managed targeted data onboarding (linking offline CRM data with online programmatic advertising) for several Fortune 100 companies and national nonprofit organizations.Selected Contributions:- Created post-campaign presentations with insights and implications derived from analysis of client data and data onboarding efforts that helped meet campaign goals and increased client return on investment.- Managed multi-touch online marketing campaigns with Data Onboarding via programmatic advertising that resulted in an average of 1.8% increase in sales/conversions.- Worked collaboratively to create and document processes that greatly improved team workflow in the US and with the team in China.

Richmond, Virginia

Managed and analyzed client marketing and digital analytics data from a holistic viewpoint combining campaign, web, brand, social, secondary research and client enterprise data to harvest insights and optimize advertising campaigns to produce strategies and improve Return on Investment.Selected Contributions:- Created and managed A/B and A/B Split testing to optimize client web sites and creative.- Created company-wide processes for mapping, tracking and reporting on client web campaigns that resulted in a 25% increase in client satisfaction.- Managed the concept and creation of an online interactive campaign management dashboard designed for Walmart upper management that made reporting concise, simplified and efficient. - Tracked and merged social media data with digital analytics that resulted in a 50% increase in brand awareness and conversions.Worked on marketing campaigns for Walmart, Morgan Stanley, American Cancer Society, Penske, BF Goodrich, Exxon Mobil, Nepresso, Xfinity and others.

Memphis, Tn

Designed, implemented, and analyzed the web analytics measurement infrastructure for the successful launch of FedEx’s interactive marketing campaigns.Selected Contributions:- Analyzed custom web sites, optimized navigation, and user experience created Key Performance Indicators and tracked customer behavior to measure campaign and marketing effectiveness.- Instrumental in the spawning of an ongoing business intelligence entity that established FedEx’s Interactive Marketing department as the main source of web analytics data and insights.- Created company-wide measurement processes and conventions for digital campaign and marketing managers, product managers, search management experts, and customer and web analytics analysts that revolutionized reporting and increased return on investment.

Kill Devil Hills, Nc

Created SEO content and participated in the design and implementation of websites for more than 100 clients using HTML, CMS and Basecamp. Created and updated website copy and optimized copy for improved search engine ranking.Selected Contributions:- Increased traffic to one commercial website by 16,000% in the first month after it was launched.- Created a strategic SEO package plan to sell to clients.- Improved content on several sites that resulted in increased traffic, time on site and page depth by 35%

Raleigh-Durham, North Carolina Area

Freelancer - copy writing, editing, website and blog content, ghost writing.Anthony S. Policastro has been writing all his life first as a journalist, editor, and professional photographer and then as a freelance writer with his work published in The New York Times, Oceans, Diversion, and American and Popular Photographer magazines. He was also the editor-in-chief of Carolina Style magazine, a regional lifestyle publication similar to Southern Living magazine with national distribution.

Raleigh, Nc

Developed, centralized, and organized all data-gathering processes and created key performance indicators that helped move the company forward in an increasing competitive landscape.Selected Contributions:- Helped to increase web site visitor volume by 20% over three quarters.- Initiated the automation of data mining into routine reports for tactical and strategic planning that resulted in reducing resource hours by 45%.- Provided analysis of the company's data and web analytics to upper management for strategic planning.- Created new processes for obtaining and evaluating data into readable reports used by the entire company- Initiated the creation of an online ticket request system for specific data reporting which resulted in optimized and standardized reporting across the company.- Trained entire staff on the use of Adobe Omniture empowering employees to generate their own reports freeing up resources in the Business Intelligence Department.

Bas, American Studies And Creative Writing, 3.5

Activities and Societies: News Editor and columnist at the Daily Collegian, News DJ at the campus radio station, Tennis team

Course Work Towards A Master'S Degree, Telecommunications Technology/Technician