Tina Wilson Email & Phone Number

Canada

Vancouver, British Columbia, Canada

Regularly appears on behalf of Cardinal Path as a subject matter expert at Google CMO Academy. The client base at Cardinal Path is broad and diverse, from Fortune 500s to small local businesses, offering a depth of experience in many different types of SEO needs. Key focus is on enterprise level and e-commerce sites.

Vancouver, Canada Area

Personally optimized a large number of websites for successful ranking for highly competitive keywords. Worked very closely with web developers to customize CMSs that generated Search Engine friendly pages in large quantities. Managed spending and worked within budgets to deliver results. Personally oversaw content creation and marketing, link building and link profile analysis, social media strategy and execution, and brand management/lift initiatives. Set up, managed and reported on web analytics using a variety of analytics platforms including various APIs.Key Responsibilities & Accomplishments in this Role:• Cultivated a strong understanding of analytics, organic search, and competitive research methodology in all project work • Identified issues with site redesigns that had resulted in traffic losses, and quickly restored traffic to previous levels while encouraging high levels of ongoing organic growth• Identified when a site had been hit by any of the various algorithm updates; prepared and executed strategies to ensure recovery and insulate against future adverse impacts from algorithm changes based on what was known about previous updates• Analyzed and optimized hyper-local sites for highly competitive niche marketsAreas of Expertise:o SEO & Algorithm Change Managemento Social Media Strategy & Implementationo Reputation Management & Brand Buildingo Reviews Management & Acquisition Strategyo Digital Marketing Strategy & Managemento Content Development, Strategy & Promotiono Conversion Optimization & Usability Designo Offsite SEO Enhancement, Link Building & Citation Planningo Web Analytics Configuration, Analysis & Reporting o Google API Configuration & Set Upo Platform Specific SEO Troubleshooting (Drupal, Joomla, Wordpress, Proprietary CMS)o Enterprise Level & International SEOo Local Search Optimization & Google+ Managemento Online Journalism & Publishingo Project & Resource Management o Budget Forecasting & Maintenance

Vancouver, Canada Area

Responsible for leading Mediative’s Organic Search Practice and team. Demonstrated skills as an industry thought leader, using intimate knowledge of organic search management principles to develop innovative strategies to meet client objectives, driving exceptional results. Utilized a genuine passion for the search industry to drive the vision for the SEO practice and to train and motivate a growing team of talented search professionals. Maintained budgetary projections and project profitability while working with employed team members and outsourced partners.Key Responsibilities & Accomplishments in this Role:• Developed the strategic direction and methodologies of the Organic and Social Media practices, including the creation of deliverable templates and process guidelines• Adapted methodologies and process based on known and suspected changes in the search industry and search engine algorithms• Responsible for hiring and establishing culture within the Organic Practice group that was compatible with an emerging Mediative corporate culture• Blogging on SEO and SEO related issues for the organization• Regularly reviewed account performance and client satisfaction with project managers and team members within the Organic Practice area• Ensured that organic engagements were optimized and delivering the best results for clients • Delivered organic search plans to clients inclusive of the technical aspects, site design, content and social media requirements, to drive excellent organic results• Managed resource planning for future growth within the organic practice including the use of outsourcing partners

Vancouver, Canada Area

Supported the strategic development, and subsequent delivery and performance measurement of the Service Delivery Team (Organic & Paid Search) with particular emphasis in the areas of recruitment, retention, talent management, compensation, work force planning and succession planning. Was an effective team leader who ensured that the company had resourcing and training programs in place to facilitate optimal strategy execution and operational efficiency.Key Responsibilities & Accomplishments in this Role:• Set targets and goals for team members to accomplish, set and managed a bonus structure program, and monitored team performance and job satisfaction• Produced training programs and materials for new team members to ensure effective adherence to established SEO, SEM and SMO practices within the organization• Assigned team members to client projects, and coordinated with independent contractors and outsourcing partners to achieve results within profitability margins• In four months, was promoted to Director, Organic Practice (SEO & Social)

Vancouver, Canada Area

Brought value to clients through managing, planning and maintaining effective Digital Marketing campaigns and associated project teams, via an active understanding of the Digital Marketing industry. Responsible for the development and execution of plans that supported clients goals and strategies. Ensured delivery of services according to contract and on budget. Developed, implemented and maintained comprehensive and high level organic search engine optimization recommendations. Ensured that client site pages followed proper SEO guidelines with respect to coding and adherence to established copy/keyword best practices. Assisted in current or new client business development/proposals as needed. Trained, coached, and mentored new and existing team members. Facilitated effective change management during a corporate acquisition.Key Responsibilities & Accomplishments in this Role:• Similar to those of Manager, Service Delivery Team with greater autonomy• In five months, was promoted to Director, Resource Development & Training as part of the acquisition of Enquiro by Yellow Pages Group, and the corporate rebranding of Enquiro as Mediative Performance.

Vancouver, Canada Area

Accountable for managing service delivery, in this case search marketing services, to multiple clients, promoting the continuous improvement of productivity, service quality and customer satisfaction. Responsible for resourcing projects, participating in the recruitment and hiring of new team members, and development of the performance standards and practices of the department. Continued to work as a Senior Search Marketing Strategist/Project Manager on key accounts, as well as offering sales support for renewal and new business across all accounts.Key Responsibilities & Accomplishments in this Role:• Resourced and coordinated new and existing project teams• Analyzed, recommended, approved and implemented strategies to improve organic search performance for all clients• Ensured that all SEO and SEM work was done to industry standards• Ensured that black-hat and grey-hat tactics were not used in organic search efforts• Managed and supported a team of highly skilled Search Marketing Strategists• Demonstrated superior knowledge of the Digital Marketing through active learning and direct involvement with thought leaders in the industry• In three months, was promoted to National Resource Manager

Vancouver, Canada Area

Responsible for creating, implementing, analyzing and reporting on the organic search strategies for a variety of clients, from US-based Fortune 500 organizations, to small and mid sized regional and local businesses in Canada. Worked directly with clients providing timely and accurate consultancy and reporting. Demonstrated a consistent ability to address client questions and provide well thought out answers/solutions, always thinking about how to better serve client needs and grow their businesses. Was an informal leader on the team, resulting in a very quick promotion to department manager and soon after, an executive-level Director.Key Responsibilities & Accomplishments in this Role:• Helped develop the strategic direction for new and existing clients• Performed keyword research, site audits and competitive analyses• Communicated regularly with Project Managers and clients on status, timeline, deliverables, performance reporting, and competitive intelligence analysis• In three months, was promoted to Manager, Service Delivery Team

Vancouver, Canada Area

Offered SEO consulting services to individual writers and editors transitioning from traditional print writing to new media; educating writers on the changing web and helping them adapt to the Web 2.0/blogosphere/social Internet. Edited freelance articles originally published in print for successful search engine placement on the web. Consulted on the development of a user interface systems for writers that would automatically direct them to write in an SEO friendly fashion, so that print journalists and writers could easily transition to publishing work online without the need for SEO specific training.Key Responsibilities & Accomplishments in this Role:• Performed hands-on optimization work, including: content updates, html code changes, site architecture audits, competitive analysis, and content and keyword research• Managed extensive analyses on keywords/keyword portfolios and competitive advantage across a diverse set of regional and niche websites• Developed social media plans and strategies for individual writers and organizations• Offered ongoing support in SEO, SEM, and SMO to classically trained, predominantly print, journalists

Vancouver, Canada Area

Reporting to the VP Content Development and the CEO, but closely collaborating with other Executive teams, was responsible for all channel strategy/execution relating to organic search performance and marketing. Owned the overall site structure and SEO strategy management, including the execution of content marketing campaigns and off site promotional efforts.Key Responsibilities & Accomplishments in this Role:• Identified and led the correction of weaknesses in site architecture, page interlinking, semantic mark up, and Drupal specific CMS issues that were inhibiting SEO• Spearheaded all off-page SEO plans, while developing and executing on-page policies to aid in the optimization of user-generated content• Attended to search engine algorithm changes , assuring that they were fully factored into overall search strategy• Executed and managed effective spam control methods that contributed to an increase in homepage Page Rank (browser bar) from 6 to 7 within a few months• Compiled stats reports, monitoring site analytics using Omniture, Google Analyticsand StatCounter, and used the data to troubleshoot issues and develop/plan content strategies as needed• Set up and managed the Google Webmasters and Google Analytics accounts• Engaged in interaction and heavy involvement with social media, establishing tracking of company social media efforts and determining KPIs for reporting purposes• Directed and implemented a search engine/web strategy that increased search placement of individual articles and pages, growing overall traffic (unique and pages views) by 122% (uniques) and 93% (page views) in less than a year• Played a key role in the acquisition of NowPublic.com by Clarity Digital Media

Vancouver, Canada Area

Job entailed duties similar to that of the Deputy News Director, only in a more senior position. Made core content decisions ensuring proper coverage of trending stories and breaking news. Trained the content team on web writing, keyword research and basic SEO for journalists; including the ongoing development of training material and SEO guidelines for staff writers, interns and community members. Interviewed, hired and managed interns and content team members including; scheduling, vacation planning, performance evaluations and payroll.Key Responsibilities & Accomplishments in this Role:• Managing a team of 20+ highly skilled journalists and journalism interns• Planned a robust paid intern program on an $85,000 per year budget, consistently coming in at least 10% below target each month• Helped develop a page views based revenue model for monetizing the site content as well as incentivizing user-generated content writers to publish to the site• In five months, was promoted to Director of SEO & Search Marketing

Vancouver, Canada Area

Responsible for editing and writing original web copy; analyzing, reviewing and directing content changes, and making changes to the web site so that it was properly optimized for search engines. Was also responsible for editing and reviewing team articles, keyword analysis and identifying proper keywords for SEO implementation. Created and delivered SEO training for all team members, while managing a paid Intern program. Worked closely with company Executives and topic Editors to develop a successful crowdsourced news site. Maintaining an editorial calendar and monitoring staff adherence to AP and CP standards was an integral part of the job.Key Responsibilities & Accomplishments in this Role:• Community management and building via direct interaction with user-generated content producers, Flickr photographers and Twitter users• Assisting in setting and maintaining an active editorial calendar for both paid editorial staff and volunteer journalists• Managed schedules, vacations and shift coverage to ensure 24/7 news reporting• Led the SEO training for all staff and volunteer journalists• Managed trending and seasonal topics online via Twitter, Google Trends, Google Insights and various micro-blogging networks to grow traffic and user retention/loyalty• Ensured adherence to AP and CP editorial standards• Was promoted to News Director after eight months when the previous News Director accepted a position as the head of the CBC Digital Desk

Whistler, Bc, Canada

Developed and implemented Tourism Whistler's 2010 Olympics Social Media Strategy, driving brand awareness, generating inbound traffic, and maintaining a dialog with both current and potential consumers. This role coordinated with the internal Marketing and PR teams, ensuring consistency in messaging and voice while cultivating a fledgling social media presence.Key Responsibilities & Accomplishments in this Role:• Planned and executed daily interactions across Facebook, Twitter and Flickr using social tools such as Hootsuite and SocialOomph• Coordinated prompt responses to questions, comments and criticisms across social platforms• Increased Fan and Follower bases and reported on social specific KPIs like; reach, amplification and interactions• Provided key input into the further development of an ongoing and sustainable social media presence, being mindful of internal budget and staffing constraints• Rapidly grew Twitter and Facebook presences leading up to the 2010 Winter Olympics• Helped to facilitate and secure C-suite buy in of a then emerging marketing strategy

Responsible for creating and maintaining site content; writing product, book, and music reviews; manually evaluating sites for inclusion in the About.com directory; and managing highly active teen communities, for a variety of niche sites on the About.com network. I acted as a Guide/Editor, Contributor, and SEO Content Editor for several topical sites, including: Days of Our Lives, The Young & The Restless, Internet for Kids, Teen Music, and Teen Advice. Worked with a network wide Editorial Calendar to produce content, and produced complimentary site specific Editorial Calendars. Worked with a custom CMS to publish content and manage site architecture. Adhered to SEO guidelines, producing content following AP and internal editorial standards.Key Responsibilities & Accomplishments in this Role:• Manually vetting external sites for inclusion in the About.com directory• Managed and maintained active online communities for kids and teens, (Chat Rooms and Forums) for Internet for Kids, Teen Music, and Teen Advice• Conceptualized, planned, and executed contests to increase user loyalty and grow traffic, while complying with COPPA (Child Online Privacy Protection Act) regulations• Drafted and published regular site newsletters, maintaining and growing mailing lists while monitoring and improving on open rates • Creating and building all site content, including the creation of a quiz javascript that is still in use on multiple sites in the network today• Was with the company through two major acquisitions: Primedia Publishing and The New York Times; and worked with both organizations to integrate website efforts with their respective print publications• Grew traffic on all sites month-over-month, and year-over-year; in many cases placing within the Top 20 fastest growing sites on the network• Best traffic growth performance was with Teen Advice while acting as an SEO Editor for the Guide, where we saw year-over-year growth of more than 180% for two years in a row

Diploma, Accounting

o Partial completion (on hold)

Education record

High School Diploma

Education record