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 partner organizations, and other logistics details• 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• Managed organic social media presence, engaging with users to strengthen relationships• Regularly analyzed social media performance and optimized content to support goals and key performance indicators (KPIs)

• 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• Obtained security clearance at the Secret level.

• 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• Managed operating budget and regularly reviewed monthly financials

** 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 Google Play and iTunes• 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% for target terms• Spearheaded content creation pilots to test earning links. Examples include Neighborhood Finder Tools, locally curated city guides, and interactive Washington DC rent trends blog

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• Oversaw the implementation of technical optimization elements including the creation of XML sitemaps, canonical tags, href lang tags, and redirect management• Oversaw optimization of mobile websites and responsive design implementationLocal Search • Oversaw local syndication of property-level data for all Marriott properties; includes submission to Google and relevant syndication partnersContent Marketing/Social Search • Developed strategies based on content marketing to amplify social sharing• Developed a social search strategy based for the top SEO influential social networking platforms• Created and managed a destination-focused Google+ profile, Tumblr site, and travel blogSEO Evangelization • Infused SEO within key areas of the organization including web development and PR/Communications through evangelization based on education and goal alignment• Coordinated and implemented SEO training sessions to key stakeholders within the organization • Managed creation of various guidelines, process flows, and POVs

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 Search Engine Optimization• 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• Developed link building strategies that included blogs, partnerships, article distribution, press releases, and YouTube• Gave multiple presentations about SEO to educate a print focused sales team Marketing• Oversaw multiple PPC accounts including Google Adwords and Yahoo Sponsored Search• Managed the allocation of multi-million dollars • Consistently tested landing pages, ad copy, geo-targeting, and keywords• Negotiated and managed distribution of job postings for increased traffic• Initiated multiple partnerships to increase traffic and conversions Web Analytics• Benchmarked KPIs using Omniture Site Catalyst, HBX, Webtrends, and Google Analytics• Created competitive analysis reports utilizing comScore, Hitwise, and Compete.com• Implemented Omniture Site Catalyst tracking to monitor various metrics

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