Rob Fredley Email & Phone Number

Washington, Dc, Us

Hired to develop and lead APA's center for digital strategy and services—a new operational unit designed to unify the firm's digital strategy and drive value against key revenue and mission indicators. Reporting into the CIO and CCO, built and led a cross-functional team of 30+ professionals charged with digital channel operations—managing a portfolio of over 100 websites, social media channels, mobile apps, and digital products. Since hired, this team has improved cross-product key indicators consistently quarter over quarter driving incredible organizational value:- Established four-pillar digital strategy to improve and intentionally manage a consistent cross-product UX resulting in a 147% increase to over 5 million monthly active users.- Built new teams focused on design, video, compliance, analytics, UX/accessibility, social media while moving to an agile framework (scrum) for product management increasing product quality and team efficiency while lowering corporate risk profile.- Adopted OKR model for goal setting and accountability. Established major/minor tracks to encourage cross skilling. Resulted in much clearer alignment of individual/team/organizational outcomes and fewer skill gaps.- Realigned content strategy with search data to drive a 12,300% increase of backlinks (+185 million) to our products creating a virtuous cycle leading to an 11% increase in domain authority.- Implemented cross product taxonomy, aligned content/product schema, and surfaced additional microdata elements which drove a 429% improvement in top search results in google. APA now scores a top 3 result for over 108,000 organic keywords with a 33% increase in product engagement.- Established tighter cross channel posting schedule with learning loop to increase social media following 1,501% to 1.9 million followers while increasing in-channel engagement by 130%.

College Park, Md, Us

Washington, Dc, Us

The Embassy Series is a Washington DC based non-profit established to unite people through musical diplomacy. Our mission is to foster a greater sense of common humanity through the international language of music by showcasing the very best of each culture in each nation’s symbolic home in Washington.As CMO I worked with the board and led the marketing committee to continue to build the Embassy Series brand as a premium, yet accessible event management organization. Our concert series routinely sells out while providing an outlet for up-and-coming musicians, and creating a social and diplomatic bridge between cultures in a rich and entertaining way.

Reston, Va, Us

We started Virid to address an opportunity to provide digital transformation and internet consulting services in the wide-open SMB market. Over the years we refined our focus and found our niche as an ecommerce platform and bespoke digital solution agency. Our first platform client was Barneys New York and our experience hosting/managing Tory Burch's website that first time she went on Oprah was transformative. Strategic business planning, established corporate goals and KPIs Co-led efforts in M&A, funding, growth strategy development.Financial analysis, planning, projections, and budgeting.Subject matter expert and speaker for ecommerce industry events, publicationsPartner identification and strategic relationship buildingBusiness development and product/solution pitch engagement leadMarket identification, segmentation, product market fit, product vision.Product portfolio oversight

Reston, Va, Us

Digital transformation consulting for retailers-fulfilment operations, web/mobile UX, merchandising, digital asset workflow and management Brought 4 successful products from concept to marketMarket analysis, product positioning, and pricing analysisSocial media strategy and implementationLed brand and strategy consultant for all new clientsLed ecommerce website redesigns for more than 15 brandsEmployed design thinking methodologies to drive scoping, process design, and interaction specificationsDeveloped, managed, and evolved front-end web development practice through radical technology shifts

Reston, Va, Us

Co-Founded company as Creative Principal. Built and managed award-winning creative services team. Designed production methodologies around industry best practices-evolved to include aspects of agile & lean as they became more commonIdentified program level KPIs, measured effectiveness of program output by these indicators and adjusted as necessaryUser experience (UX) design leadership

One of the leading digital business consultancies of the dot com boom, USWeb/CKS helped the Fortune 1000 adopt internet based technology solutions to dramatically shift their business operations and compete on the digital playing field. • Lead branding and digital transformation consultant.• Design and development of original ecommerce, consumer marketing, and B2B web sites• Client roster included US Airways, Royal Caribbean, Wingspan Bank, Dick’s Sporting Goods, and more

Us

An early success story in the nascent digital transformation space, Proxicom was a pioneering internet strategy consulting and custom IT development company. We defined how businesses embraced the internet and our clients were household names. • Lead branding and digital transformation consultant.• Web based system and online application design, functional specification, and UX modeling• Design of BMW’s first international web based dealer financing system• Information architecture and UX design of Merrill Lynch’s first online debt trading application• Client roster included BMW, Saab, Merrill Lynch, MCI, Bell Atlantic, Hubbell, Intel, Calphalon, CNBC, Grolier, IRS, GE, and more.

Mba, Executive

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