Deanna Baldwin Email & Phone Number

Florida, United States

Ottawa, On, Ca

- Manages Shopify’s SEO professional services, where we help brands and partners succeed in SEO / Organic Search- Partners with key stakeholders across the organization to make the Shopify platform even more optimal for SEO - Evangelizes Shopify SEO across the organization and industry

Columbus, Ohio, Us

Served as Head of SEO, building and leading our SEO program. In my 1st year, I found several SEO issues and opportunities to recover traffic losses and built a strong business case to build my team and the company's 1st enterprise SEO program, resulting in all-time highs in DSW's SEO performance.- Grew SEO revenue by 21% YoY by doubling our keyword rankings on Page 1 of Google- Achieved #1 position on Google for Shoes, Women's Shoes, Kids Shoes and more- Built and managed an SEO team of 3 after hiring strong talent from other Fortune 500 retail brands- Earned leadership support in building an SEO Dev team to execute JavaScript fixes, cannibalization fixes, core web vital improvements and more- Managed partnership and platform management for 3 vendors- Developed and managed our SEO strategy and roadmap to optimize pages, create new content/pages, redesign Yext local pages, and execute over 100 technical SEO projects in 2022- Built partnerships and new processes across the organization for SEO support in ongoing website changes and large initiatives, such as a large site migration in March 2023 that involved moving platforms, changing all PLP URLs, and building a new site architecture that's more SEO friendly- Promoted from SEO Manager to Senior SEO Manager in June 2022 after my 1st year at the company

Columbus, Ohio, Us

Miami, Florida, Us

The company created its 1st ever Search Marketing team to grow its luxury cruise line, Celebrity Cruises. On the team, I managed our technical SEO and content strategy (site, blog and YouTube) with my team and vendors.- Grew SEO revenue by 93% YoY from tripling our non-branded keyword rankings on Page 1 of Google and earning visibility for valuable keywords like Cruises, Alaska Cruises and Weekend Cruises- Built and managed a team of 2, as well as hired an SEO agency, after gaining leadership support to add editorial content to the SEO program (blog and YouTube)- Led redesigning +350 pages, building +500 new articles/pages and creating 24 long-form videos for YouTube, resulting in 3X growth in keyword rankings- Won the Travel Weekly Best Cruise Blog award after leading a blog redesign- Launched blogger partnerships and infographics with SEO agency, resulting in 368 backlinks - Developed and led execution for our global technical SEO roadmap to improve site speed, core web vitals, crawling, indexation and internal linking for all websites worldwide- Governed SEO in 30 site migrations to move our global sites to the .com site- Assisted in sharing business priorities, promotions and more with SEM agency, contributing to +148% YoY lift in SEM revenue and being featured on Think with Google with a strong case study

Plantation, Florida, Us

On Chewy's 1st SEO team, I was responsible for identifying and executing SEO opportunities with cross-functional partners, as well as assisting in large marketing initiatives like launching Chewy's Pharmacy and new Petmd.com website, helping to fuel Chewy's growth in the pet industry.- Drove +45% YoY revenue lift from technical and content optimization- Drove +35% YoY lift in customer acquisition, generating 290K new customers from achieving #1 position on Google for Dog Food, Cat Food & more- Monitored performance and conducted SEO audits regularly to identify opportunities for our SEO roadmap, then worked with cross-functional partners to execute those opportunities- Optimized +1,000 pages with meta data, bottom copy and FAQ content- Partnered with PM, IT & Ecomm to govern SEO in ongoing site changes and execute our technical SEO roadmap focusing on site speed, crawling, indexation, and internal linking improvements- Worked closely with the Blog & Video Content teams on building and optimizing their editorial content to maximize potential for SEO traffic

St. Petersburg, Fl, Us

After a site migration negatively impacted SEO performance, I joined the company to roll up my sleeves and successfully recovered performance as SEO Lead on the Digital Marketing team.- Grew revenue steadily over the 4 years at the company and ended my last year (2017) with 24% YoY growth from technical SEO fixes, on-page optimization, content creation and long-tail keyword targeting - Grew Page 1 rankings by 250% to 105K keywords within fashion, home and electronics - Launched +150 technical SEO fixes and enhancements with PM and Dev such as facet nav optimization, dynamic link widgets, xml sitemap restructure, https migration & page redesigns- Launched and managed 3 new vendors - BloomReach Long-Tail, Ramp Video and BrightEdge- Promoted from SEO Analyst to Senior SEO Analyst in August 2015- Awarded HSN's Vision Award from earning recognition from leadership and my peers

St. Petersburg, Fl, Us

Columbus, Oh, Us

After BlueGlass closed its doors, I landed a part-time freelanced gig to provide SEO consultation and optimization services for Limited Brands, focusing on their Henri Bendel and La Senza brands. I conducted an SEO audit to develop their SEO strategy and roadmap, then worked with them to execute the roadmap, including making optimizations directly in their e-commerce platform. +48% YoY lift in organic search traffic for HenriBendel.com +300% lift in first 3 months for LaSenza.comI also shared ideas for their social media communities. For example, I assisted in creating a 'write a caption for this Izak illustration' series for Henri Bendel's Facebook. This became one of their most engaging posts.

Zürich, Schweiz, Ch

BlueGlass was noted as a "firm made up of giants" as some of the search industry's most well-known and respected SEOs came together to form the agency, including Search Engine Journal’s founder. Before the agency closed its doors, I was assisting with developing SEO audits and strategies for Fortune 500 clients across retail, software, media, travel, and finance.- Conducted SEO audits and ongoing analysis to uncover issues and identify SEO opportunities for clients like Salesforce, Marketo, Macy's, Disney, HSN and Dick’s Sporting Goods. Backlink audits and link building projects being the most common SOW.- Generated content marketing strategies (like infographics, guides and sweepstakes) that earned exposure and links from high-authority sites like Mashable, Forbes and Refinery29- Tracked performance against KPIs, created dashboards and presented insights to clients

During my last year of college, I handled the blog, social media community and email distribution for a local health insurance management company, Collegiate Risk. - Managed social media communities for Collegiate Risk, a health insurance management company serving about 30 colleges around the country- Built and wrote content for the Student Health & Wellness Wordpress blog- Assisted with emailing college students and administrative staff company updates, industry news and resourceful information - Assisted with media outreach, press kits and press release distribution- Assisted with the Collegiate Risk website redesign with the agency, Bayshore Solutions

- Assisted in planning the weeklong event with the volunteered committee- Provided front-of-house support during the runway shows and onsite support during official Fashion Week Tampa Bay events throughout the year- Assisted in building our Wordpress blog, and then wrote content regularly for the blog and social media communities (Facebook and Instagram)- Outreached to local businesses, sponsors and media on behalf of the event- Served as liaison and point of contact for the boutique vendor area - Assisted in building marketing partnerships with national brands and local businesses, like partnering with IZOD at the 2010 St. Petersburg Grand Prix, Indy Car Series