Hal Werner Email & Phone Number

Plano, Texas, United States

Houston, Texas, Us

• Managed digital optimization, SEO, conversion rate optimization (CRO), and paid search / search engine marketing (SEM)• Lead re-launch of formal website testing and personalization program

Kanata, Ontario, Ca

Kanata, Ontario, Ca

• Annually generated 9-figure digital demand generation pipeline• Reduced paid search cost per SQL by 85% in 24 months• Established the company's first ABM program• Increased website domain authority by 11 points (from 61 to 72) in under 20 months in highly competitive, mature industry• Advised on website conversion rate optimization (CRO), usability (UX), site structure and information architecture (iA)• Managed mix of digital marketing agencies, direct reports and indirect reports to generate aggressive results across multiple continents in multiple languages• Dug into analytics and surfaced data insights that shaped global demand generation• Produced reporting for varying levels of the company with depth, frequency and automation matched to the needs and context of different stakeholders• Plus all of my responsibilities from my Global SEM Manager role below

Kanata, Ontario, Ca

Responsibilities• Managed all global search engine marketing (SEM), including SEO, paid search, display, retargeting, native advertising and paid social• Generated leads and traffic in alignment with aggressive growth goals• Monitored a range of analytics tools to uncover meaningful insights, shape strategies, optimize performance, and generate reportingPPC / Online Paid Media• Reduced cost per conversion by 70% year-over-year• Increased display ad conversions by 408% and paid search conversions by 227% year-over-year• Led campaigns that saw display conversion rates regularly over 2% and as high as 8% (many times higher than benchmarks)• Introduced highly successful intent-based campaigns that outperformed benchmarks• Spearheaded program that aggressively filtered out click fraud to dramatically reduce wasted spend on junk leads• Introduced new landing pages templates, page elements, and ad layouts• Piloted new paid social tacticsSEO• Generated - 40% increase in organic traffic year-over-year - 106% increase in organic conversions year-over-year - 47% increase in organic conversion rate year-over-year• Invented strategies for generating new content that attracted high-intent audiences, not just empty traffic• Guided optimization of top organic traffic pages to maximize conversions• Minimized organic traffic losses and maximized gains from multiple site migrations involving tens of thousands of pages in 6 languages, including creating thousands of one-to-one redirects• Educated, trained and guided other teams to create SEO-optimized contentSite Migrations • Shoretel site migration after acquisition (key strategist)• Drupal to Sitecore migration (key strategist)

Kanata, Ontario, Ca

• Created product- and solution-level positioning and messaging• Created and implemented go-to-market strategies• Guided and coordinated downstream marketing teams (digital marketing, content marketing, demand generation, PR, social media, etc) to reach product revenue goals• Led marketing launches• Acted as a subject matter expert

Kanata, Ontario, Ca

Content Strategy & Content Marketing• Created the company's first documented content strategy, editorial calendar, and cross-departmental content inventory• Instituted the “publisher’s discipline” to move marketing away from product-first content to creating customer need-focused content, and championed the voice of the customer • Helped redirect content focus from production to engagement, influence and amplification• Introduced content mapping to personas and buying stages• Used advocacy, education, and training to foster the transformation from sales-focused to true content marketing • Initiated and directed influencer marketing campaigns• Concepted and directed online content-based contests in customer communities that generated 3x average community engagement and 2-3x average leads• Mined customer insights from a variety of tools and other departments/groups Leadership & Management• Managed a combination of resources (direct reports, indirect reports, contractors and agencies) in the planning, creation and execution of content-lead campaigns• Educated, trained and mentored employees across all groups of marketing to be more successful with content• Assessed, hired, managed and developed digital marketing talent• Created and implemented website governance • Took active role in process and workflow optimizationSEO• Generated dependable 15-20% year-over-year organic traffic gains with lean resources• Built the blog from hard-to-find afterthought with no measurable traffic to a major driver of organic traffic growth (100,000+ pageviews/year) and consistent lead pipelineMore Digital Marketing & Creative Direction• Became primary advisor for user journeys and UX• Defined, documented, implemented and enforced new brand tone/voice• Regularly advised on demand generation and PPC initiatives• Lead modernization of primary web page templatesExtra• 2016 Business Excellence Circle Winner

Houston, Texas, Us

• Concepted, planned and wrote complete multi-touch content marketing campaigns• Worked on tagline and/or brand renaming projects for over a dozen companies• Concepted and executed fully integrated campaigns for $100 million+ industrial clients• Helped shape messaging strategy and developed brand essences and copy standards guides• Lead agency’s first major forays into content marketing and social media• Developed and executed social media plans for clients, including goals, brand stories, followership policies, etc.• Advised on and implemented search engine optimization for numerous sites, including on-page SEO, information architecture, design and functionality recommendations• Advised on and executed copy-related usability practices for digital projects• Wrote copy to optimize digital communications for optimum conversion rates• Developed content flows to identify the best ways to leverage and distribute content• Created and contributed to content calendars

Houston, Texas, Us

Branding• Helped form Spark Energy brand positioning• Created a brand voice that reflected the personality Spark Energy intended to project in the marketplace and made adjustments as the brand evolved• Developed corporate copy standards guide• Surveyed and adjusted every customer touch point for tone and voice to create a more consistent brand personality• Revised operationally driven language into more consumer-friendly, personable voiceGeneral Marketing• Wrote, concepted and edited for all areas of marketing• Helped identify and leverage customer benefits• Strategically positioned Spark Energy products • Translated consumer benefits into compelling and memorable concepts and copy• Regularly advised on the best marketing messaging approach for different campaigns based on factors like seasonality, locality, buying lifecycle stage, competitor claims, etc.Online Marketing• Revised and updated existing web content • Suggested improvements to web pages to improve key performance indicators• Worked with in-house SEO to optimize on-page content• Worked with in-house PPC to translate marketing language into text ads• Wrote for banner ads, landing pages, static content pages, enrollment flow, My Account, mobile site• Guided blog content strategy and acted as blog co-editor• Rewrote existing website for mobileSocial + Reputation Management• Advised on, and regularly authored responses for reputation management issues• Created and maintained a library of standardized responses to common complaints• Advised on, and helped craft, social media postings PR, Experiential, Community• Helped flesh out official company messaging position on numerous public-facing issues• Helped develop experiential marketing plans• Contributed unique media pitching angles to increase earned media coverage• Wrote a variety of public relations materials • Advised on, and wrote crisis management messaging

• Concepted and wrote integrated campaigns and individual pieces spanning print, digital and broadcast• Helped uncover strategic customer insights, prioritize benefits and inform campaign messaging strategies• Managed projects and campaigns from client request to completion, assuring error-free, on-time deliverables• Re-architected and re-wrote client websites and site sections• Acted as primary client contact for numerous clients• Acted as interim office manager when principals were away• Wrote public relations materials, like press releases, media alerts and backgrounders

The Woodlands, Texas, Us

• Concepted and wrote integrated campaigns• Re-architected and re-wrote client websites and site sections• Contributed to client re-branding projects, including adjustments to tone and voice to reflect new company personality• Gained significant experience writing long-copy pieces, like client newsletters, brochures and web pages

San Antonio, Texas, Us

• Concepted and wrote integrated campaigns• Acted as interim traffic manager• Served as creative lead on several major pitches

• Wrote and designed a whole range of materials for clients, including stationary system, trade show signage, brochures, executive profiles, etc. • Helped develop brand identity and key messaging for Lynxs Group, a joint venture between Lynxs Holdings and General Electric. Integrated GE's Ecomagination push into the core messaging, mission, etc. of Lynxs Group.• Wrote press releases and other public relations materials• Assisted with media relations • Helped manage PR events, including professional conferences and entertainment performances

• Wrote for public relations and marketing campaigns• Supported basic design needs when necessary