Managed a team of Data Analysts and Engineers responsible for defining metrics, analysis, and building dashboards and summaries. Developed framework to partner with Sales Directors on analyzing client and prospect business problems and provide insights and recommendations. Increased sales revenue through framework by 80% YOY.Collaborated with internal and external stakeholders to develop thought leadership content pieces by providing insights on path to purchase behaviors and other online activities used for blog content, webinars and conference seminars.

Managed team of 5 Product Managers to develop product discovery strategy for search algorithm and product sequencing optimization and creation and contextualization of site navigation and content across multiple devices. Created an automated internal business dashboard and produced an ad-hoc analytics request process to support the Customer Experience Organization to leverage customer and website data to drive product roadmap. Defined SEO product strategy by establishing opportunity assessments, gathering inputs from internal and external stakeholders to outline concepts, overseeing the development of design solutions, and advocating concepts with Senior Executives. Increased top 10 rankings for retail terms by 131% YOY. Increased channel traffic by 7% and sales 121% YOY and improved site conversion by 12.5% YOY.

Managed organic search campaign and defined natural search marketing strategy with Vice Presidents of Product Management for both eHealthInsurance.com and PlanPrescriber.com. Identified target keyword list and increased organic search rankings through projects to optimize site architecture and server responses for search engines crawlers, and increased inbound links to websites. Doubled #1 rankings for “health insurance” terms.Increased Social Media presence by defining customer engagement and knowledge sharing strategies within Facebook and Twitter, optimize Youtube videos for increased visibility and provide avenues for visitors to share site content on various Social Media channels. Initiated projects to provide improved customer experience and increase conversion rate through redesign and creation of content pages and automatic distribution of blog content on main retail site. Increased traffic by 10% and submitted applications by 22% YOY.

Managed multimillion dollar budget across multiple Pottery Barn brands and collaborated with Senior Vice President of Marketing to define online marketing strategy. Directed third party agency to optimize paid search campaigns and launch new marketing programs including Yahoo’s RAIS.Ran match type testing across Google and Yahoo which decreased overall brand spend by 25% and improved return on ad spend by 20%. Coordinated with 3rd party agency to troubleshoot and improve strategy of PBteen bid strategy which resulted in reducing estimated costs by 7.1% while increasing estimated revenue by 21% YOY.Researched overall paid search queries to improve negative matching, optimize keyword bid and landing page strategy and expand keyword portfolio. Worked with Brand Vice Presidents to determine targeted paid and natural search target keyword list, optimize existing site pages for natural search optimization and support seasonal promotions through paid search.

Revised spend allocation and increased daily conversions for U.S. campaign by 62% while reducing cost per acquisitions by 26%. Collaborated with graphic designers and marketing managers to create new landing pages to increase registrations based on competitor analysis and existing site user behavior. Increased conversion rates by 25-60%. Consulted with client to improve natural search results ranking by performing comprehensive audits of Jaman and competitor sites to determine opportunities. Performed keyword analysis to determine targeted keyword base. Provided proposals for URL revisions for various sections of client site. Determined content arrangement for client sitemap. Presented findings and recommendations to Engineering and Marketing teams as well as upper management. Increased daily organic search traffic by 690%.Performed in depth customer demographic study in order to determine paying customer behavior. Provided recommendations on marketing spend allocation, marketing and merchandising strategies and content acquisitions plans which increased paid downloads by 50% quarter over quarter.Developed and maintained daily reports and present weekly presentations to upper management highlighting improvements and test trials for online marketing campaigns. Presented detailed analysis of test trials and provided strategic recommendations to upper management.

Managed multimillion dollar budget and collaborated with Director of Search Marketing to define search marketing strategy with aggressive ROI goals and manage ongoing communications with Search Agency, Google, Yahoo! Search Marketing Solutions and others to execute and optimize Pay Per Click (PPC) and Paid Inclusion programs, including optimizing XML data feeds, keyword buys, creative/promotional copy, landing pages, and maintenance.Developed new ROI methodology in determining the effectiveness of PPC Campaign that focused on both operational success metrics and strategic success that helped the company continually leverage data analysis and reporting and present data analysis findings to Executive Team. Increased acquisitions of longer term vacation packages by 100%.Led cross-departmental projects to ensure that Search Engine Marketing (SEM) is an integral part of the product development process. Collaborated with technology, project management, product operations, partner marketing, affiliate marketing, revenue management, editorial, design, multimedia, and user experience teams.Researched Search Industry and identified new market opportunities and serve as internal search expert, driving all communication between Travelocity’s domestic and international companies and Google, Yahoo!, MSN to ensure best practices are shared and leveraged globally. Developed and maintain Daily, Weekly and Monthly Information Briefings and that cover a wide range of company marketing metrics and develop 2nd level measurement and reporting in support of LOB operational review and decision-making.