Luisa Worrell Email & Phone Number

• Organized marketing events including reserving event registrations, coordinating travel and lodging, ensuring cost-effective and efficient equipment transportation, planning marketing collateral, working with various.
• Designed marketing collateral and promotional products for business development uses
• Created concept of operations (CONOPS) for all events
• Oversaw the creation of quarterly internal and external newsletters
• Managed website content and design updates
• Supported the creation of an annual marketing plan and strategy

• Developed and copy-edited high-quality content, including standard operating procedures (SOPs), articles, presentations, website content, and guidebooks
• Ensured consistency in messaging, tone, and branding across all materials to maintain a cohesive brand image
• Collaborated with subject matter experts (SMEs) including project integrators, technical project managers, and principals to gather content requirements to ensure content alignment
• Translated technical information into user-friendly materials catered to various audiences
• Crafted branding style guide, communications quality control plan, and writing process SOPs.
• Created content that can be used to communicate complex and technical information more easily

• Spearheaded new brand launch in 7 months which included strategy development, recruitment, digital platform builds, product development and manufacturing, and marketing and sales
• Worked closely with CEO and CFO to development implement business strategy
• Oversaw application submissions including hemp processor, dealer, grower, and commercial kitchen licenses.
• Found and built partnerships with contract manufacturers, marketing agencies, brand ambassadors, and wholesale suppliers
• Developed and implemented a marketing strategy that leveraged local television, radio, programmatic advertising, influencer campaigns, brand ambassador programs, content and SEO tactics and local events
• Managed internal staff and consultants with limited, inconsistent funding available

• Increased organic page views by 35% and decreased bounce rates by 15% for target page
• Managed optimization of Google PPC ads and SEO
• Assisted with crafting new website content strategy focused on lead generation and worked closely with project managers, content writers, designers, and developers to execute in 2.5 months

Chesapeake, Virginia

• Grew users from paid search by 165% while keeping costs flat** Increased conversions from paid search campaigns by 250%
• Oversaw all digital marketing efforts including SEO, paid search, email marketing, and content marketing for social channels and blog
• Reported directly to the Chief Operations Officer and regularly communicated with key shareholders
• Developed and begin implementation of digital marketing plan focusing on immediate and long terms wins

Greater Los Angeles Area

• Grew natural search revenue by 24% YoY for all Parks and Resorts sites, outpacing total sites growth** Increased local search traffic by 1.8X and revenue by 2.5X YoY** Reached top 3 position for all target keywords in.
• Led all SEO strategy and execution for Disney Parks and Resorts segment as well as ABC OTV and Disney Movies Anywhere / Movies Anywhere as part of the Disney Search Center of Excellence
• Launched dynamic XML sitemaps. Initiative was stalled for 3 years prior.
• Launched new content for Parks and Resorts experiences including fireworks, character dining and parades. Was able to secure funding for new content initiatives.
• Spearheaded partnerships with Yext (local search management), Yelp, and Searchmetrics (SEO platform)
• Acknowledged for team unity and improving morale

San Francisco Bay Area

• Grew organic traffic by 38% YoY for ApartmentGuide.com, Rent.com, and Rentals.com combined
• Oversaw all SEO efforts for all RentPath sites (Apartment Guide Rent.com, Rentals.com, RentalHouses.com, NewHomeGuide.com, Lovely, and RentPath.com)
• Defined SEO organization and built internal team of SEO experts
• Collaborated with marketing, engineering, and corporate development teams to define short-term and long-term strategies for Apartment Guide and Rent.com
• Engaged external agency to perform comprehensive SEO audit to validate approach and find gaps
• Worked closely with internal teams and external agencies to expose degraded tabbed content and further enhanced search results pages with local imagery and renter-specific content – improving averaging ranking by 24%.

Bethesda, MD

• Consistently exceeded all visibility, room nights, and revenue yearly goals ** Annual revenue from natural search more than doubled since 2010 Overview
• Developed and implemented strategy for Marriott.com and 13 in-language global sites supporting multiple countries around the globe
• Created a team structure that aligns with strategy and web development product line structure to facilitate SEO integration
• Managed over 20 vendor resources within 4 continents; negotiating annual agreements and overseeing SEO vendor selection
• Cultivated and managed relationships with key stakeholders within the organization including Brands, Marriott Rewards, PR/communications, web development, and global leadersOn-site Optimization
• Led and oversaw of the development of dynamically created, optimized destination and theme pages; creating millions of optimized pages used for SEO and other digital acquisition efforts

Bethesda, MD

Norfolk, Virginia Area

• Top Rankings in Google include: job fairs, hourly jobs, job listings, office jobs, Pepsi jobs, and Miami jobs ** Created efficiencies that enabled 1.4M growth in traffic and conversions YoY utilizing less investment.
• Conceptualized and helped the web development team execute projects for increased traffic
• Spearheaded the creation of multiple content management systems for web content
• Wrote and edited web content utilizing SEO strategies including keyphrase density and relevance
• Regularly performed site architecture updates including meta tag, heading, alt tag, and URL changes
• Created guidelines documents: SEO for developers and job and job fair posting optimization

Virginia Beach, VA

• Worked hand in hand with multiple clients
• Conceptualized strategies for optimization
• Worked with company web teams for implementation
• Provided monthly ranking reports and created goals for benchmarking
• Oversaw multiple paid search campaigns leveraging Google Adwords and Yahoo Sponsored Search
• Was certified as a Google Advertising Professional