As the Head of Customer Acquisition at Zinnia, I oversee the D2C marketplace division, Policygenius, driving growth through innovative, customer-first acquisition strategies. My role involves overseeing and developing a team, optimizing key digital channels—including SEO, SEM, Content Marketing, and partnerships—to deliver scalable, sustainable growth in the highly competitive direct-to-consumer space. By leveraging data-driven insights, cutting-edge technology, and AI-powered solutions, I focus on creating personalized experiences that engage customers, build trust, and drive conversions.

As Head of SEO, I'm the visionary that takes the channel where we need to go, actioning on feedback along the way.

I play many roles on behalf of my team, clients, company and self. My responsibilities are diverse and often change on the need. I consider myself a service leader who loves to support the team when headwinds occur, solve cool SEO problems, share my knowledge and celebrate together. There aren't enough characters to fully explain my role responsibilities - a few highlights include: - Reversed downward channel profitability trend into sustained growth: revenue, client mix and headcount.- Recruit, mentor and retain team of seasoned professionals and new graduates.- Participate, lead and concept new business pitches, developing the materials, delivering the presentation and negotiating the scope of work - as part of a team, solo, in person and remote - Scaled the SEO channel from 13M URLs under management to 60M+ in less than two years. Channel manages 36 domains under 17 brands seeing 1.5 billion impressions. I think that's cool. - Ongoing, executive relationships across client mix to help guide team and maximize value.- Conceptualize and develop new digital tools, training programs, products and services. - P&L owner, multiple direct reports, dotted lines across multiple channels and lines of business. - Support team of senior company leaders.- I lost count of how many speaking engagements I've done, probably should have documented that.- Smile and have a little fun.- SEO Center of Excellence or COE - responsible for the vision, roadmap and action for advancing SEO for the company's clients, company and team.

- Built customized Search Engine Optimization strategy for Hertz, Dollar, and Thrifty rental car business in the face of deteriorating eCommerce performance. Responsible for driving over $150M in channel revenue growth.- Implemented data backed ‘anywhere a search box’ strategy to stem brand erosion using Web 1.0 technology stack. Optimized vendor choice and resource use, developed standard operating procedures, counseled executive team on evolving digital trends.- Increased SEO revenue by 66% with 9% YoY decrease in budget. Implemented SEO strategy based on five pillars: Site Health, Experience, Content, Localization, and Amplification.Remediated legacy Google link penalties that were causing $40M revenue loss by foundational repair of backlinks.- Created award-winning content marketing process, bridging business units and channels. Content optimized to each channel for maximum reach with particular focus on location, and amplified with social media influencers with a $86 ROAS.- Brought brand vision to life, enhanced the reach and resurrection of product and discount offerings via content marketing, landing page optimization, outreach, and influencer marketing.- Demonstrated expertise working in a team environment with senior leadership, HR, IT, Sales, and direct reports to see the end result of their work; strong belief in learning from each other. - Deployed SEO governance and work standardization for global digital marketing to enable better decision making, ensure alignment with company strategy, and speed time to market.- Keynote and Industry speaker on SEO tactics and strategies: SMX West, Search Insiders Summit, AMPlify, Engage, Clickz.- Content Marketing awards for Hertz and Dollar from: Travelers Weekly (3X), The Shorty Awards, Content Marketing Association.

- Created and implemented data-informed marketing vision, strategy, and multi-year road map for SEO, Social Media Marketing, and Content Marketing for agency clients. Focused on close relationships to solve real business problems through optimizing marketing mix based on target customer behaviors across Customer Decision Journey. - Grew department profitability with a compound annual growth rate of 44% over three years. Defined direction and road map for SEO, Paid and Organic Social Media, Content Marketing, and technical teams.- Increased client retention through enhanced reporting and communication processes.- Provided technical website audits, server log analysis, implementation and analysis for diverse set of b2b, b2c and eCommerce client roster; developed business strategy and analysis for all agency SEO and SMM clients.- Employed search marketing tactics to increase visibility and engagement with content products and services informed by brand goals, business needs, and individual KPI mix. - Provided search engine recovery for both Penguin and Panda penalties; provided mobile, international and local SEO expertise, developed reporting standardization and A/B testing. - Wrote proposals, case studies, sales presentations, and technical SOP documents; actively involved with winning and retaining business, advancing the agency into new verticals.- Increased employee retention by providing growth opportunities, road maps, and 360 feedback process. - Delivered presentations at SMX East, SMX Milan, SMX Advanced, AMPlify, NYU, WordCamp NYC and Mid-Hudson Digital Marketers. Blogger at Search Engine Journal with work featured in digital and print.

The AccelFoods mentor program is designed to connect food-focused businesses with professionals who can provide numerous support services to help them grow. Focusing on Search Engine Optimization, we consult companies on how they can make their website more effective and use SEO best practices to increase the amount of traffic they're able to earn.http://accelfoods.com/mentors/jason-white/

- Responsible for SEO, SEM, Email Marketing, Content, Social Media for five brands across multiple verticals. - Developed automated responder delivering price quotes to customers within minutes, increasing company profits across brands. - Applied data-informed content marketing strategy via numerous company blogs, PR, and industry publications.- Managed $250K Search Engine Marketing spend delivering $42 ROAS.- Developed unique strategies for competing in-house brands limiting brand cannibalism and maximizing available reach.

Chair, Professional Development Committee and Communications CommitteeMember, Executive CommitteeMaintained social media outlets - Facebook and Twitter.Organized member events.

• Responsible for business marketing: website search engine optimization, pay per click marketing social media, print and radio ad buys. • Accountable for day-to-day operations, strategic planning, office management, sales and consumer relations. • Established systems, structures and procedures • Managed and produce mobile marketing campaigns, corporate events and event logistics. • Trained and educated new employees on existing systems and procedures. • Maintained inventory

• Consistently performed as the top salesperson with sales over $250,000 annually. • Cultivated a strong, loyal client base. • Headed SEO efforts specifically focusing on Local Search Optimization.• Maintained company blog, including taking and editing photos and writing copy.• Digital reputation management • Ebay & Craigslist sales