Rob Ashby Email & Phone Number

Kirkland, Wa

Directed a team of engineers, designers, search engine optimization managers, content developers, content marketers, instructional designers, community managers, and associated vendor teams in the development of GoDaddy marketing and content services.• Grew GoDaddy’s SEO program from 800 keywords under management to over 330,000 keywords under management. Result launched several content and product assisted content projects to boost organic referral to the largest inbound marketing channel to GoDaddy, by volume.• Developed business case, funding, platform selection, and subsequent build out of GoDaddy Community. Community reached critical mass in less than 12 months, six months ahead of forecast with an FTE budget of 1 FTE. Awarded “Top Line Business Titan” for program’s bottom line business results with over 78% of referred traffic from organic SEO. Currently delivering 500K unique visitors/month, all from a February 2016 launch date.• Launched GoDaddy’s first global video program. Designed for international deployment, first year results delivered over 110 new product videos with average Youtube placement, 70% completion rates, at second position across 10 languages – accomplished with 1 FTE. Results tripled product activation over standard web activation rates.• Directed the architecture of personalized self-support services for GoDaddy including a new content engine for 100,000 hand created and machine translated web pages across 40 markets and 30 languages.• Worked with Microsoft, Amazon, and Google in the development of GoDaddy’s first customer facing chatbot program including business case, funding and development program including platform selection, overseeing authoring strategy, and driving architectural integration with GoDaddy. Recently interviewed as part of NPR piece on chatbot personality criteria.

Directed 85 content publishers, BI analysts, site managers, designers, and business development managers to deliver Office.com + connected state services in Microsoft Office for >300MM Microsoft Office users per month worldwide with >20% YOY growth.• Awarded “Thought Leadership Award” by Microsoft Office Division for work done to extend third party web services into the Microsoft Office client.• Reengineered content development across 50 content developers to align to agile development cycles.• Developed video and training discipline at Office for key assistance vehicles in the Office 2013 release cycle. Ensured partner development with key Learning Management Systems (LMS) to distribute content outside of Microsoft and into the enterprise.• Redesigned site experience for conversion to purchase resulting in 20% conversion to online purchase and 34MM referrals to Office trial. Overall DTI+SEO traffic contributed 54% of overall online purchase.• Developed search engine optimization best practices for implementation on Office.com. Referrals up 172% YOY. Best practice leveraged by Microsoft.com for global deployment. • Responsible for forecasting and managing $10MM annual budget for product development.• Launched partner program to incorporate third party services in Office. Ensured the development of over 45 partnerships and their corresponding third party apps for the new Office Store launched with Office 2013.

Redmond, Wa

Managed a team of ten to develop site wide success metrics, business development projects, advertising and feature partnerships, and site instrumentation and reporting across 50 markets.• Ensured the development of a new analytics platform for Office 2010 to support site services including the automation of over 125 reports and 5 scorecards spanning stakeholder audiences for the Office system.• Partnered with MS Research for the integration of an A/B and MVT testing platform as part of Office.com redesign process. • Developed forecasting process to ensure that future site features ideas were evaluated against KPI for ROI estimation as part of prioritization. Best practice nominated for the 2008 Microsoft Engineering Excellence Award.• Managed Office Online’s worldwide site advertising business introducing two new advertising products in FY08.

Bellevue, Wa

Directed Search Engine Marketing (SEM), Optimization (SEO), and Email Marketing strategy and tactical delivery for Expedia.com:• Responsible for operating budget of $70MM+, increased profitability through SEM Channel by >40% YOY.• Insourced Expedia SEM Search engine marketing program from agency management. Insourcing project included development of a robust reporting suite for Expedia, creation of an in-house team, and creation of new vendor relationships to automate SEM marketing program functionality where appropriate.• Evolved Search Engine Optimization channel doubling monthly transactions in organic channel within three months.• Directed the planning and development of the Affinity Marketing channel to develop online marketing websites targeted to customer niches. Sites included www.cruises.net, www.hipcityhotels.com, www.vacationdeprecation.com, (now redirected to Expedia.com), and www.vacations.net. • Directed email marketing efforts in 2006 as interim director of that marketing channel. Implemented scorecard metrics system and launched new marketing email initiatives during my tenure.• Developed strategic relationship with Google, Yahoo, and MSN Search/Live. As a result, met in Mt. View, Sunnyvale, and Redmond program management to collaborate on tools and features.• Developed relationship with supply partners such as Alaska Airlines and Marriott to negotiate a collaborative relationship in search engine marketing.

Redmond, Wa

• Authored the original specification for innovative feedback platform to create a customer feedback loop between site management, content development and Office customers. Tool and process subsequently won a Bill Gates Chairman’s award for Engineering Excellence in 2004.• Managed a team of four to analyze and report on customer behavior for Office Online and Office 2003.• Led a 20-person cross-Microsoft leadership team to define search features as well search indexing requirements for all Microsoft content. • Drove changes to content and site navigation based on analysis of customer behavior including search queries from external and internal search engines. Subsequent improvements included better application centric UI as well as introduction of “best bets” and metadata weighting features to direct customers to the most appropriate content.• Worked with MSN Search editorial team and MSCOM editorial team to introduce search Adwords for placement of Office Online content in their search return sets. • Optimized and evolved search relevance on Office Online and client search through a search annotation strategy customized for each type of content (help article, template, third party add-ins, downloads).• Developed and specified search and feedback clustering prototypes to provide proof of concept for a feature development on Office Online.• Specified the build infrastructure for Office web and client search as well as the search management utility used to facilitate the building of relevant and accurate navigation to Office content for all Office products and Office Online domestic and international market.• Collaborated with Program Management on development of a metrics infrastructure to support manual and automated metrics reporting and scorecards for search and content quantity.

Fremont, Ca

• Planned and developed corporate website including sales and marketing content.• Spectral chemist creating analytical methods for gas monitor software.

Alameda, Ca

Technical Communications Professional Certificate, Technical Communication

Bachelor Of Science, Chemistry