Ed Durden Email & Phone Number

The Woodlands, Tx, Us

Led and executed digital marketing strategies to increase awareness of radiation cancer treatment programs for a family of eight radiation oncology clinics on the east side of Atlanta. Managed a two-person Patient Navigation Center (PNC) that received inbound calls from men and their families with questions concerning prostate cancer. The PNC has now pivoted to take questions concerning all cancers. Managed search engine marketing accounts (Google and Bing Ads) that generated and funneled potential prostate cancer patients into the PNC. Managed a website and social media accounts for eight radiation oncology clinics and ten radiation oncologists.

Dallas, Tx, Us

Dex Media acquired YP on June 30, 2017 and closed the Atlanta office (Tucker) in November 2017. - Managed five teams of search engine marketing campaign managers through the office closing, keeping morale as high as possible. Provided career transition assistance.- Maintained portfolio performance metrics from closing announcement date through to the last day.- Continually reorganized team structure as personnel left for other opportunities and balanced workload.

Atlanta, Ga, Us

YP’s search products were designed to drive leads to small and medium businesses, and my team of 55 search engine marketing campaign managers proactively adjusted keywords, ad copy, landing pages, and campaign settings on Google, Yahoo, Bing and other proprietary search sites. Our goal was to increase the quality of leads and conversions for our small and medium business advertisers, decrease their cost per lead (CPL), and improve their return on investment (ROI). I had five teams in Tucker, Georgia that supported YP search products west of the Rockies.- Team managed and optimized over 9,200 lead generating accounts, providing over $11.6 million in monthly company revenue. - 93% of the portfolio meeting or exceeding performance estimates (goal is 85%). - Augmented and trained additional SEM professionals to support a new search product launched January 2015. Trained sales force on new product and conducted refresher training in more than 33 sales offices west of the Rockies. Managed through the outsourcing of 74% of the portfolio in October 2016.- Spearheaded the launch of Spanish-language campaigns on two search products, billing over $134,000 per month.

Atlanta, Ga, Us

Managed a team of thirty-five who support post-fulfillment operations for YP’s search products. Campaign managers optimized search engine marketing (SEM) campaigns for small and medium businesses by proactively adjusting keywords, ad copy, landing pages, and campaign settings to increase quality of leads and conversions, decrease cost per lead (CPL), improve return on investment (ROI), and decrease churn rate. Responsible for meeting and exceeding established cycle times and service-level agreements (SLA). Maintained relationship with third-party vendor fulfilling and supporting products.- Team managed and optimized over 3,600 lead generating accounts, providing over $3.7 million in monthly company revenue.- Cost per lead decreased by 14% for accounts spending more than $2,000 per month from October 2011 to April 2012 due to emphasis placed on proactive accounts optimizations.- Managed through a 50% campaign manager turn-over while keeping team morale high and training new personnel. Continually reorganized team structure to accommodate vacancies and balance workloads. Interviewed, selected, and trained replacements.

Atlanta, Ga, Us

Optimized search engine marketing (SEM) campaigns billing over $2,000 per month for AT&T's YPConnect product via third party pay per click (PPC) platforms Marchex and WebVisible. Analyzed PPC key performance indicators for small businesses and proactively adjusted keywords, ad copy, landing pages, and campaign settings to optimize performance, increase quality of clicks and conversions, improve return on investment (ROI), and decrease churn rate. Proofed new account campaign settings and landing pages to ensure best practices are observed.- Managed and optimized 234 accounts, providing over $315,000 in monthly company revenue.- Provided sales executives weekly account performance reports detailing changes in key performance indicators (KPI): clicks, click though rates (CTR), calls, leads, cost/call, cost per lead (CPL), conversion rates.

Atlanta, Ga, Us

Optimizes search engine marketing campaigns for AT&T's YPConnect product via third party pay per click (PPC) platforms Marchex and WebVisible. Analyzes PPC key performance indicators for small businesses and adjusts keywords, ad copy, campaign settings, and landing pages to improve performance and optimize return on investment (ROI). Clients include medical, ophthalmology, dental, veterinary, chiropractic, law and accounting offices; heating and air conditioner contractors; plumbers; day care centers; lumber companies; moving and storage companies; furniture stores; bail bondsmen; catering services; tutors; banquet halls; and event planners. Search ads were placed on Google, Yahoo, Bing and proprietary search sites.- Managed and optimized 166 accounts, providing over $138,000 in monthly company revenue.

Fort Lauderdale, Fl, Us

Optimized search engine marketing campaigns for AT&T's YPConnect product via third party pay per click (PPC) platforms Marchex and WebVisible. Analyzed PPC key performance indicators for small businesses and adjusted keywords, ad copy, campaign settings, and landing pages to improve performance and optimize return on investment (ROI). Clients included medical, ophthalmology, dental, veterinary, chiropractic, law, and accounting offices; heating and air conditioner contractors; plumbers; day care centers; lumber companies; moving and storage companies; furniture stores; bail bondsmen; catering services; tutors; junk dealers; and event planners.

Gainesville, Georgia, Us

Managed five individuals, including affiliate manager and email manager, and search engine marketing for the world’s largest financial market forecasting firm. Developed, implemented, and launched pay per click (PPC) campaigns in Google AdWords, Yahoo Search Marketing, and Microsoft adCenter. Created PPC strategies for products including keyword development and management, ad copy creation and maintenance, bid management, and landing page optimization. Managed and optimized PPC campaigns utilizing negative keywords, testing ad copy and landing pages (A/B testing). Created monthly PPC reports using Google AdWord Reports and Excel. - Increased monthly sign ups to online community 117% by optimizing PPC campaigns.- Return on investment (ROI) for PPC across all platforms and campaigns averaged 442%.- Conducted landing page A/B testing for PPC campaigns and increased conversions by 236%- Recommended social media strategy.- Launched Elliott Wave International eBay Store as another sales channel.

Basking Ridge, Nj, Us

Performed final copy edits and published daily domestic and international editions of internal e-newsletter to 14,000 employees. Maintained e-mail distribution lists.- Increased e-newsletter open rates for all sales segments, some exceeding 50%. Overall average open rates improved over 33% in 12 months.- Implemented international sales edition of e-newsletter in April 2007. Open rates increased from 16% to over 46% in first year.- Led twice-a-day e-newsletter editorial team conference calls and reduced call length from over 60 to less than 15 minutes, saving over 30 man-hours per week.- Deployed one weekly and two monthly e-newsletters and other internal and external communications using Epsilon DREAMmail, converting documents into HTML.- Analyzed and provided monthly e-newsletter performance metrics using Epsilon DREAMmail and MS Excel, Access, and PowerPoint. Metrics included delivery, bounce back, open rate, and click percentages.

Oversaw design, creation process, and implemented e-mail direct marketing program where none had existed for over two years. Project managed development of direct mail and e-mail campaigns, webinars, e-newsletters, and on-line surveys for internal and external customers.- Sole user and expert on Epsilon DREAMmail/DoubleClick DARTmail. - Developed brand awareness by deploying Digital View monthly e-newsletter to 50,000 customers and Conferencing product Meeting Matters monthly e-newsletter to 120,000 domestic and international customers.- Planned and executed e-mail campaign that filled 33% of seats for eight MCI/Cisco on-site seminars. Targeted audience by querying CRM and opt-in databases and renting e-mail lists.- Promoted two product webinars via trade publications, professional organizations’ web sites, and e-mail campaigns which produced over 1000 viewers, over 600 additions to opt-in list, and 251 domestic and 196 international sales leads.

Basking Ridge, Nj, Us

Supervised team of four project managers responsible for creative and fulfillment operations for Business Markets’ calling card, local, and long distance service. Managed, monitored, and resolved daily issues pertaining to post-sale fulfillment for Business Markets’ local and long distance service, Internet, and data products.- Managed fulfillment inventory of $3.04 million with 850+ lines. Managed fulfillment vendor, fulfilling 100,000 calling cards monthly.- Project managed development of state-of-the-art on-line Company Store selling $130,000 worth of business literature and premium items to cost centers and employees in first 20 days of operation, realizing 39% increase in monthly revenue.- Spearheaded program to e-mail calling card fulfillment component inventory report to account representatives, notifying them of inventory and reorder points, reducing rush charges associated with printing stocked-out items to almost zero, saving over $30,000 annually.

Basking Ridge, Nj, Us

Managed data for 175 mailing, e-mail customer, and employee lists for Marketing Communications Directorate and other organizations within company’s Business Markets. Responsible for 50% of Local Service direct mail campaigns.- Assisted in acquiring $665,000 in new revenue by supplying leads for Local Marketing Unbundled Loop Campaign.- Wrote analysis for $254,000 direct mail campaign showing 1-2 month return on investment.- Developed procedures for list hygiene that decreased list-processing time and out-sourced list hygiene costs. Supervised other employees performing list hygiene.

Troy, Michigan, Us

Arlington, Virginia, Us

Held rank of Major and secret security clearance (NAC). Domestic and international assignments. - Operations Division Chief in a Training Directorate, Fort Eustis, Virginia. Provided contractual support in the development, production, and distribution for computer-based instruction and multimedia products. Lead/managed three teams consisting of 22 military and civilian personnel. Executed a $14.4 million operating budget.- Logistics Advisor to the Saudi National Guard, Riyadh, Saudi Arabia. Managed 78 military sales contracts worth $2.5 billion.- Contracting Officer, Tank-Automotive Command, Warren, Michigan. Executed contracts with an unlimited warrant procuring parts for the Bradley Fighting Vehicle and M113 Armored Personnel Carrier. Responsible for legally obligating U.S. Government funds in excess of $133 million annually. Supervised 10 civilian personnel and 1 military.- Chief Contracting Officer for a Joint Task Force, Soto Cano Air Base, Comayagua, Honduras. Contracted with local Honduran businesses for goods, services, and general construction. Supervised 3 contracting officers and 4 foreign national purchasing agents.- Assistant Professor of Military Science, Northern Michigan University, Marquette, Michigan. Recruiting Officer. Coordinated a successful public affairs campaign that included two local television news reports and numerous newspaper articles. University Writing Committee member.- Logistics Officer, 24th Infantry Division, Fort Stewart, Georgia. Reported readiness of Division equipment. Researched improving the combat survivability of the M113 Armored Personnel Carrier.- Company Commander, C Company, 724th Maintenance Battalion, Fort Stewart, Georgia. Responsible for combat readiness of a Rapid Deployment Force maintenance company; the health, welfare, training, and morale of 187 maintenance personnel; and $3.2 million of equipment.- Executive Officer/Shop Officer/Platoon Leader, 48th Maintenance Company, Baumholder, Germany.

Bachelor Of Science - Bs, Forest Resources And Hydrology

Master Of Business Administration - Mba, Business Administration