Brian Adler Email & Phone Number

Burlington, Massachusetts, US

Responsible for managing and improving customer experience on company websites. Responsibilities include conversion rate optimization (CRO), personalization, A/B testing, SEO and SEM support, and web journey optimization.

Armonk, New York, NY, US

• Identified and drove agile, cross-functional projects in IBM's software business units to transform their approach to all parts of the digital customer journey, from discovery, engagement, and nurture through.
• Drove content strategy for pre-purchase product tour of facilities management product, resulting in visually impactful content to showcase core TRIRIGA product benefits.
• Guided marketing, lead development, and sales teams in defining strategic lead-passing metrics and instituting regular measurement reports for Maximo business unit, heightening awareness of performance and attention to.
• Pioneered in-app nurture for TRIRIGA products, strengthening business unit focus on trial users.
• Drove client success managers and marketing to develop tailored, automated client nurture programs promoting SaaS contract extension/expansion to lower-volume Maximo clients, resulting in outreach to 71% of those.

Armonk, New York, NY, US

• Selected accomplishments:
• Managed $2.2M multichannel paid media budget, spanning paid search, paid social, programmatic, content syndication, and software review sites.
• Directed creation of SEO audit process for existing pages, performance reports for search-optimized pages, and content guidance for new pages, increasing overall search traffic 11%.
• Developed digital strategy to attract new visitors searching for relevant topics, overseeing creation of 15+ search-optimized, topic-specific pages.
• Managed $3M annual paid search budget, driving 5K+ engaged visits monthly, and reducing cost per visit 200%+.
• Improved engagement rate 71% through A / B testing, audience segmentation, and content personalization.

Armonk, New York, NY, US

• Established search-optimized content marketing strategy, leading team in continuing SEO, achieving top placement in search results, registration rates 300% higher than site average, and $7.1M in lead revenue.
• Created paid-search campaign, realizing 11% registration rate and $47 cost per registration, surpassing IBM average of 7.4% and $56.
• Built first-ever A / B testing program for software division web pages, ranging in scope from single page to 2K+ pages, increasing lead revenue and enhancing ibm.com design.
• Planned and supervised content strategy to rewrite all registration-page copy, improving average registration rate 11.2%.
• Implemented pilots of offer management software and related merchandising workflows, cutting end-to-end processing time 50% and providing visibility into performance of individual offers.

Armonk, New York, NY, US

• Managed $2M web production budget, leading cross-IBM teams in building websites for new IBM brands across 33 languages in 72 countries
• Pioneered creation of integrated digital experiences spanning web, social media, demand generation, advertising, media relations, and analyst relations.
• Initiated creation of executive dashboard to report on site performance, as well as in-depth analytics package to monitor operational performance, driving site changes resulting in 31% registration-rate increase.
• Designed search-optimized pages, driving website traffic, and growing search referral visits 200%.
• Spearheaded practice of interviewing top salespeople, gaining insight into customer needs, implementing radical new content strategy, and achieving registration rate 400% greater than IBM's average.

Armonk, New York, NY, US

• Managed 100+-page web presence for IBM Software with $1M budget, leading web production team in content creation/updates and increasing engagement and registrations quarter over quarter.
• Built search-optimized pages, ranking in top-5 Google search results.

Master Of Business Administration (Mba)

Bachelor Of Arts (Ba), Computer Science