Edward D. Email & Phone Number

Tucson, Az, Us

• Collaborated extensively with department leaders to identify and implement UX design opportunities aimed at enhancing the overall constituent Omni-Channel experience, using a data-driven approach to inform design decisions.• Led and mentored a highly skilled development team in implementing cutting-edge User-Centered Design practices, including UX heuristics, digital and web accessibility compliance, interactive prototyping, and user testing, within an Agile software development framework, resulting in highly successful software products.• Spearheaded the establishment of standardized User Interface (UI) guidelines and Visual Studio project templates for development teams, incorporating Entity Framework (EF), UI Toolkit, mobile responsive design, improved output logging, TFS deployment scripts, Nuget and NPM package management, and environment-specific analytics, leading to more streamlined development processes and higher-quality software.• Fostered a culture of continuous learning by providing regular collaboration time, setting up dedicated lab environments, developing an IT Toolkit reference site, and procuring learning platform memberships for development teams, resulting in highly skilled and engaged team members.

Tucson, Az, Us

• Played a pivotal role in developing and implementing a real-time Capital Improvement Program (CIP) project status application, which provided senior leadership and project management staff with actionable data. Maintained a strong user-centric focus by implementing user personas, customer journey analysis, and custom UI dashboards.• Spearheaded the UX design and mobile strategy as the first stage of application development, incorporating a user-centered design (UCD) approach.• Provided web and application development and support for various Pima County departments, elected officials, boards, commissions, and committees.• Identified new project requirements, created system workflows, trained users, and successfully implemented and tested applications.• Boosted Pima.gov's yearly constituent acquisition by 480% over a 5-year period (excluding employee statistics), by introducing SEO best practices and collaborating with department website editing teams to ensure proper implementation.• Significantly reduced Pima.gov's visitor bounce rates by 10% overall, with notable improvements of 18.61% for Safari (from 73.9% to 55.29%) and 21.46% for Firefox (from 71.07% to 49.61%), through targeted keyword selection, content readability enhancements, meta-tag optimization, branding consistency, and accessibility improvements.

Tucson, Az, Us

• Led the Information Architecture (IA) and design teams in successfully consolidating, redesigning, migrating, and relaunching Pima.gov by coordinating discovery and concepting efforts, which included IA card-sorting exercises, public and internal surveys, design mockups, content layout, and migration strategies.• Spearheaded the establishment and authoring of enterprise web content governance and operating procedures, social media procedures, and editor web writing and style guides as the leader of the Best-In-Class team.• Introduced DotNetNuke Content Management Systems (CMS) in three key projects, which reduced web maintenance requests by 18%, by empowering department editors to easily update content without relying on vendor-licensed HTML editing software.

Tucson, Az, Us

• Collaborated closely with department managers to identify and capitalize on opportunities for enhancing website taxonomy, design, and Information Architecture (IA) in order to improve user experience and overall website functionality.• Spearheaded the redesign of the website to meet HTML/XHTML and CSS compliance standards, while also ensuring optimal web visibility through the implementation of effective SEO (Search Engine Optimization) strategies, mobile accessibility, and printer-friendly pages.• Proactively managed and analyzed website metric tools, utilizing data insights to continually improve website performance and user engagement.• Demonstrated expertise in designing and developing stored procedures, queries, and views necessary to support SSRS reports, streamlining data processing and enabling more efficient reporting capabilities.

Tucson, Az, Us

• Collaborated with department managers to identify key opportunities for enhancing the overall user experience of the organization's website, including improvements to website taxonomy, design, and messaging.• Led the complete redesign of PimaHealth.org website, ensuring HTML/XHTML and CSS compliance, optimizing web visibility through strategic SEO (Search Engine Optimization) tactics, mobile accessibility, and printer-friendly pages.• Conducted comprehensive analysis of website metrics and performance to drive ongoing improvements and identify new opportunities to enhance online community outreach through various social media channels.• Developed and executed highly effective social media strategies in collaboration with the marketing team, driving increased awareness of critical health-related issues and promoting key departmental services to a wider audience.

• Successfully launched and managed a profitable online tea business and tea shop, handling all aspects of the business from graphic design, web development, marketing strategy, and SEO, resulting in increased revenue and customer satisfaction.• Utilized expertise in graphic design, Adobe Creative Suite, and UX design to create a visually stunning and user-friendly e-commerce website, resulting in increased online sales and customer engagement.• Developed and executed a comprehensive marketing strategy, including email campaigns, social media, and influencer partnerships, to increase brand awareness, resulting in increased foot traffic and sales.• Conducted keyword research, analyzed market trends, and implemented SEO strategies to improve search engine ranking, leading to increased online visibility and customer acquisition.• Maintained excellent customer relationships by providing exceptional customer service, personalized recommendations, and organizing events to engage and educate the community about tea.• Managed a team of employees, delegating tasks, setting goals, and providing training, resulting in a motivated and efficient staff.• Utilized data analytics and market research to identify growth opportunities, such as new product lines, and developed strategies to expand the business and increase profitability.• Designed and developed various marketing collaterals such as brochures, flyers, and newsletters to promote the tea shop and communicate with customers, while maintaining brand consistency and integrity.

Us

• Collaborate with clients to identify opportunities for enhancing the customer journey by conducting in-depth customer research, analyzing usage metrics, and conducting competitive analysis, resulting in the creation of strategic creative direction and roadmaps for delivering superior customer experiences.• Conduct comprehensive audits of marketing and sales processes, advising clients on proven marketing and sales strategies and tactics to improve their market position and revenue growth.• Provide expert guidance to clients on leveraging relevant and emerging technologies, such as AI, machine learning, and cloud computing, to support their business goals and digital transformation initiatives.• Develop and establish Key Performance Indicators (KPIs) for marketing and sales efforts, and implement analytic tools for measuring performance, generating insights, and making data-driven decisions to optimize marketing and sales strategies.• Successfully managed 145+ business technology projects, including the implementation of enterprise web platforms, eCommerce solutions, and on-going maintenance and marketing plans, resulting in increased customer engagement, revenue growth, and improved operational efficiency.

I presented a session on Social Media Relevance as a Marketing Strategy with a focus on the Search Engine Optimization (SEO) benefits at Desert Code Camp. This annual one-day event is hosted by the Phoenix developer community and offers a great platform for networking and promoting new technologies. My session was aimed at providing practical insights into how businesses can leverage social media to increase their online presence and drive traffic to their websites. Through an in-depth analysis of the SEO benefits of social media, I shared valuable tips on how businesses can improve their ranking on search engines by optimizing their social media strategy. The presentation was well-received by the audience, and I was able to engage them in an interactive discussion, further enriching their understanding of the topic.

• Demonstrated expertise in developing and maintaining ten premier auto dealership websites, including an e-commerce platform for new and used inventory applications, while adhering to industry best practices and standards.• Drove targeted product advertising initiatives through the creation of Pay-per-Click (PPC) ads, landing pages, and other online advertising listings to increase website traffic and sales.• Utilized Adobe Photoshop, Illustrator, and InDesign to design and develop print and multi-media campaigns for special event sales, ensuring consistency and brand integrity across all channels.• Implemented an effective social media strategy to expand Web 2.0 marketing efforts, improve search engine visibility (SEO), and engage with customers, resulting in increased brand awareness and customer acquisition.• Streamlined administrative staff workflows by developing custom Microsoft Word and Excel documents incorporating VBA and Macro functions, leading to increased efficiency and productivity.• Analyzed and utilized data from Urchin, Google Analytics, and Alterian SM2 metrics to improve website usability, enhance user experience, and drive business growth.• Enhanced website development and performance by utilizing W3C compliant HTML/XHTML and CSS code, incorporating Javascript features, and migrating MS Access databases to SQL databases.• Conducted A/B testing on landing pages for new customer acquisition to optimize conversions and improve customer retention.

Bs, Double Major In Marketing And Business Management

Master Of Information Systems, Information Technology