Tracy L Smith Email & Phone Number

New York, Us

Digital Marketing & Analytics Consulting

Hanover, Md, Us

Consultant engagement for Ford Direct focusing on Martech strategy and solution architecture for the Ford and Lincoln sites. Moved to Ford as AEM Architect to support growth. Lead project to convert AEM Classic UI Components to Touch UI for all technology stacks  Identified performance issues and recommended remediation for both SEO and page performance.  Developed strategy to align internal content management system working concurrently with AEM’s content fragments for future headless environment state.

Hanover, Md, Us

Consultant engagement for Elanco focusing on solution architecture for Digital Experience platforms, Acquisition and Data Management for Elanco Animal Health.  Lead Elanco’s digital acquisition team to migrate and decommission of Bayer Animal Health websites, mobile apps and digital applications consisting of 300 websites and 4 large database properties. Delivered a week early.  Lead the engagement for selection of a new CMS platform creating a digital architecture of platforms for gap analysis, functional needs, and cost effectiveness.  Developed solution design reference, lead implementation and process of Google Analytics standardizing across all properties.  Design of consumer data warehouse flow and schema for integration to digital platforms for segmentation, personalization, marketing insights, security, and platform performance Strategy for new portfolio websites architecture, domain strategy and SEO for integration of acquired business products

Dublin 2, Dublin, Ie

Business leader focused on solution architecture, project execution and support for the enterprise Adobe Platforms working with business and technology stakeholders.  Globally Supported 32 brands and marketing teams  Execution of strategic projects to increase digital engagement and revenue  Responsible for execution, management and budget for Adobe AEM, Analytics, Campaign and Hosting Platforms  Completed Adobe AEM upgrade from 5.6 to 6.3 in 9 months  Managed technical delivery of custom development, integrations, and data migration elements of AEM implementation Created SDR, re-implemented and trained marketing teams on Adobe Analytics across all sites reducing management while increasing business engagement of metrics.  Implemented One Trust cookie management across within 30 days, developed GDPR removal process working with legal.  Implemented Adobe Campaign and Magento eCommerce Platforms  Architected Upgrade AEM code bases to align with 6.5 technical release starting with GitHub structure through to production deployment. Supported Acquisition of 5 businesses and establishment of their websites within Adobe Platforms  Designed and executed process utilizing PIM to automate deployment of sites and product pages. Reducing time to market in half.  Managed and expanded team from 2 engineers to a team of 8, establishing a team in India

Dublin 2, Dublin, Ie

Denver, Co, Us

Leader focused on strategies and products to increase consumer engagement and membership.  Lead efforts to offer free membership tier and deployed in 3 months  30% increase in search and reviews working with product & engineering  Implemented strategic partnerships and tools to enhance membership benefits

Denver, Co, Us

Marketing focused conversion optimization, A/B testing and campaign working across all channels (Print, Digital and TV) to derive the intended outcomes and increase paid membership.  Increased paid memberships 35%  Increased eCommerce Sales 20%  Improved SEO, PPC and Display performance to reduce cost of acquisition  Reduced vendor operating expenses by $350K annually

New York, Ny, Us

Digital lead and product manager for Auto Finance manufacturer partners successfully managing and launching critical partner projects.  70% increase in volume through application optimization and redesign  Designed UX/Flow and created integration plan for white label dealer site application. 85% increase response rate on targeted campaigns  Enhanced deployment of web analytics and reporting  SEO/PPC Campaign Optimization through platform and content approach  Digital forecasting and budgeting

Indianapolis, In, Us

Digital analyst and strategy development to increase engagement and orders while reducing cart abandonment.  Developed, Implemented and managed Adobe Analytics (Omniture) to include imported sales and customer service data to provide full ecommerce picture of site and sales performance.  150% increase engagement utilizing UX, navigation and information architecture design on ATG 45% order increase through cart redesign and optimization  Improved SEO / link building for paid and organic search  Architect for first mobile site deployment

Indianapolis, In, Us

Director and developer responsible for growth, development and management of the organization’s website, online store, analytics and registration systems increasing online sales and member engagement while reducing operational costs.

Web design business and leader in local area introducing businesses on use of the web for consumer engagement. Full service organization offering web programming/development, ecommerce, graphic design, photography, marketing and editorial services to meet clients’ business objectives.

Marketing, Networking, Computer Sciences

Fine And Studio Arts