A global event company, Diversified Communications produces 20 icon B2B & B2C brands including: The Good Food & Wine Show; Australian Fitness Expo; Grand Designs LIVE; Fine Food Australia; Australasian Oil & Gas Expo & Conference; designEX to name a few.In 2012 my growth in the business was recognised and I was promoted to a more marketing orientated role in a newly created digital marketing team, while also maintaining the majority of my previous responsibilities.Working with the Digital and the Marketing team as a whole, I lead the strategy and deployment of all SEM and Social Media marketing activity. With accountability based on the show’s success, my main focus for the strategy is on acquisition and brand awareness. I also initiate post-show website user analysis and reporting which feed into future marketing activity, producing conversion optimisation tactics such as ABn split testing and landing page development.Responsibilities• Project managed the development of desktop, mobile and responsive designed websites• Managed and optimised Banner Display and SEM campaigns as a part of overall campaign activity including traditional and retargeting activity• Managed Social Media and Social Networking advert campaigns• Produced Website and Digital Marketing reports and generated insights that lead to business decisions• Lead regular website content and functionality workshops to improve user experience• Conducted ABn split testing activity to identify efficiencies in campaign and website performance• Developed website change-request workflow and managed contractor to complete requestsAchievements• Increased website conversion by 200%• Increased lead generation online by 350%• Increased digital conversion by 500% including SEO, SEM and Social Media/Networking activity• Decreased website development time by 20% by streamlining website design and layout• Project managed over 30 website developments• Lowered CPA on SEM campaigns by 50%

Responsibilities• Conducted Content Management System training workshops for over 15 stakeholders• Developed CMS reference handbook and online image manipulation guide for staff• Responsible for SEO across all websites• Produced custom build landing pages using HTML and CSS• Produced digital tracking process for all inbound activity and built Google Analytics custom reports to help marketing team report on ROI• Implemented Google Analytics to all websites as a business standard and trained marketing staff on how to understand and access reports• Project managed website development in coordination with broader marketing team• Managed stakeholder expectations and produced production timelines by coordinating website builds and content updates with available resourcing and budget• Developed website content plans for over 15 websites in conjunction with the marketing team• Domain name management including DNS setup and registration• Applied Google Adsense and Doubleclick placements to manage adverts and call to actionsAchievements• Reduced website maintenance costs by 80% during first year of employment• Project managed 20 website developments in a two year period• Maintained first SERP position for brand keyphrase, and first page ranking for primary ‘unbranded’ keyphrases• Introduced SEM marketing as a viable option for overall marketing mix

Responsibilities• Maintained website content and company intranet through the Content Management System • Produced and deployed company e-newsletter to staff and membership database• Manually entered membership forms into company database• Developed Microsoft Access database for onsite data collection• Contributed to website development by transplanting website content and quality testing