As an Associate Vice President of Digital Marketing at Southern New Hampshire University, I lead a team of 10+ digital marketers, optimizing digital strategies to drive hundreds of thousands of new student leads annually. My expertise lies in managing multi-million dollar digital acquisition budgets across Paid Search, Affiliates, Display, Video, Influencer, and emerging channels, consistently delivering high ROI while aligning strategies with long-term business goals. A key member of the Marketing Leadership Team, I help shape the university’s overall marketing strategy, with a focus on data-driven acquisition and the adoption of advanced digital ad technologies like AI and machine learning. My role involves collaborating with cross-functional teams, negotiating with external partners, and spearheading business development initiatives to unlock new market opportunities and drive growth.I’m passionate about exploring new digital channels, expanding partnerships, and leveraging cutting-edge technologies to stay ahead of industry trends. Additionally, I co-lead conversion rate optimization initiatives, ensuring that digital marketing investments yield the maximum return. Throughout my career, I have been committed to building high-performing, innovative teams that achieve exceptional results.

Southern New Hampshire University is a private, nonprofit, accredited institution with more than 3,000 on campus students, over 170,000 online students, making it one of the fastest growing universities in the nation.

Shared P&L responsibilities and overall operations of growing $150 Million+ eCommerce division and IR top 200 company. Reported directly to CEO from 2014-2015. Accountable for all digital marketing growth initiatives, and divisional profitability performance. - In charge of forecasting and budgeting all aspects of digital internet marketing- Transformed team performance and culture via coaching, attrition, and new hiring- Increase traffic and customer acquisition, retention and engagement via SEO, paid search, affiliates, partnerships, email, third party marketplaces ( Amazon ), paid social ( Facebook, Instagram, Twitter, YouTube), display & remarketing ( GDN, TellApart|Twitter, Criteo), group buying marketing, mobile marketing, package insert program, as well as other emerging media outlets both digital and direct. -Drive revenue through strategic partnerships. Nurturing third party relationships and networking in order to drive best results from vendors. Skilled and deliberate negotiation of all contracts and pricing. -Develop and implement effective search optimization strategies including Paid Search/PPC Management for Adwords and Adcenter. Creating efficient digital marketing campaigns utilizing current SEM tactics.-Successfully transitioned to new Google Shopping/PLA Campaigns and increased revenue by 118%, while maintaining cost. -SEO Management and strategy: Improve optimal SEO rankings through technical web site enhancements, linking strategies, copy/metadata optimization,and internal process improvement, writing and testing, and landing page optimization.-Fosters a team atmosphere with collaborative marketing projects; serving as key company contact for internal teams.-Keep up to date on latest trends and eCommerce technological advances-Constantly review and monitor competitive sites for best practices and other opportunities that will improve store performance-Key member of the Culture Club - improving daily life for Brookstone employees

Managed internet marketing initiatives for 12 retail sites. Highlights include:Executed shopping comparison site program for free sites including: Google Product Search, Frogit, The Find, Oodle, Bing ShoppingTested techniques to improve Google Product Search, including implementing new required specificationsStarted paid search program from scratch, achieved increased visibility and maximized revenue potential using new extension features like product, offer, social, and location extensionsImplemented Retargeting program with third party and Google to retain new and repeat customersUsed Googe Anaytics and other Keyword tools to identify major keywords and moved rankings to top pages and positionsResearched and implemented best SEO practices and changes after "Panda" and the constant changes in Google's algorithm.SEO practices were followed and tested on two Ecommerce platforms, including meta data, alt tags, site maps, Canonical URLS, directory file names, text to code ratio, etc. and keeping up to date on new SEO strategies and changes. Social Media: Continue to use innovative and new Social Media tactics including blogging, Facebook, Twitter, Pintrest, Google+ one, Linkedin, Manta, etc.. Affiliates: Implemented affiliate program with limited budget; produce all creative ads and links as well as foster and maintain affiliate relationships for placements and opportunitiesEmail Marketing: Design and execute all emails including list management, deployment, testingMarketplaces: Launched in the marketplace space with Amazon, Sears, helping increasing revenue channels.

CSE: Launched CSE program with 9 major CSEs, while averaging 25% A/S for total program.Fostered relationships with CSE managers to gain placements and exposure on CSE sitesTested many techniques to improve Googlebase, and improve revenue over 100% in a yearPaid Search: Increased revenue 150% YOY, while maintaining combined 10% A/SImplemented Google Retargeting program to increase revenue and exposureHelped grow active keyword list from 5,600 to 15,000 in 1 yearSEO: Implemented SEO techniques to maximize search engine visibility and generate 105% more in revenue YOYUsed Coremetrics, Googe Anaytics and other Keyword tools to identify major keywords and moved rankings to top pages and positionsWorked with IT team on new website platform transition to insure best SEO practices were followed including 301 redirects, meta data, alt tags, site maps, footer links, Canonical URLS, directory file names, text to code ratio, and more. Video SEO techniques to gain exposure in the video space.Social Media: Created and maintained company blog for SEO tactics, brand awareness and incremental ad revenue. Created and maintained Facebook page, grew fans to 1,500, tested Facebook advertising, Used FBML and other FB programs to add custom tabs. Participated in Facebook casestudy to improve social media efforts. Affiliates: Took on affiliate manager role and was able to increase revenue by 210% in 2 monthsEmail Marketing: Took on email manager role and increased customer file list by 10% in 2 months, as well as generating 22% more revenue. Marketplaces: Launched in the marketplace space with Amazon, Ebay and Sears increasing revenue channels. Partnerships: Worked with vendors on a variety of partnership opportunities including but not limited to: Entertainment Book, DailyDeal Sites, EGift Card Sites, Banner Ads.Advertising: Google TV, Display AdsAlso helped launch start-up Shareabill for same VC group doing all:•Paid Search Advertising •Social Media •Organic Search

In charge of managing all PPC campaigns, including reporting, creating keywords and text/image ads as well as executing continuous tests to identify top creative treatments, and bidding techniques for Google Yahoo, MSN, and ASK platforms. Implemented conversion tracking strategy to ensure profitability of all bid terms. Grew Adwords keyword list from 50 to 4000, while maintaining a flat A/S ratio. Improved organic search presence to maximize visibility using standard and new SEM and SEO techniques. Identified and implemented opportunities outside the search arena that improve site visibility, traffic and sales, including shopping engines, affiliates, and other partnerships. Insured maximum visibility into new search technology via implementation of social media and web 2.0 techniques. Established relationships with third party platforms including Amazon, Ebay, Ioffer, etc. to increase revenue and a broader customer base. Responsible for all aspects of e marketing and e commerce initiatives including, design, testing, delivery, analysis, budgeting, and best practices for all e-mail campaigns. As well as creating new email partnership opportunities through the use of webserts. Increased e-mail sales over 1000% in less than a year while growing the e-mail house file from 40,000 to 370,000. Strong experience with analyzing all marketing efforts using Google Analytics and Coremetrics, while staying within budget. Experienced as a supervisor to part-time data entry employees and interns. Worked with CEO and vice-president of marketing in a variety of other multi-channel marketing-related activities.

Spearheaded the company's PPC program from scratch for Adwords, Sponsored Search, MSN and ASK. Executed SEO techniques to gain visibility with the SERPs using organic and safe link building methods. Developed and maintained company blog as well as social media sites, and utilizing Google Adsense and Affiliate program to generate revenue. Acted as a liaison for partners and agents. Grew website traffic by more than 700% in 4 months.