Resume

Avelle | Bag Borrow or Steal
Web Analyst – reporting to VP Direct Marketing
Seattle, WA
Oct 08 – April 10

• Responsible for the planning and execution of the web measurement strategy at a leading fashion retail site.
• Build, maintain and interpret all website performance reporting (on-site, acquisition and email, social media). Meet with executive team weekly to communicate trends/new discoveries and make multi-objective optimization recommendations.
• Perform segmented funnel analysis to uncover and troubleshoot visitor roadblocks. Interpret complex data sets to discover the micro and macro events contributing to optimal buying behavior.
• Make A/B and MVT testing suggestions. Identify success metrics, conduct pre/post-test analysis and present results.
• Manage and implement new data requirements. Monitor tag integrity as the site evolves and adjust tracking accordingly.
• Perform on-site, SEO/ SEM keyword performance analysis. Research new keyword opportunities.
• Combine various data sets to gain insight into NPS trends and perform cohort analysis to compare/evaluate customer behavior. Leverage multiple data sources to create segmented and relevant email campaigns for Avelle members.

International Data Group (IDG) – Computerworld.com, CIO.com, InfoWorld.com, CSOonline.com, ITWorld.com
Web Analyst – reporting to Director Audience Development
Framingham, MA
Jan 08 – Oct 08

• Identified, analyzed and communicated actionable data based on metrics and KPIs (i.e., reach, acquisition, conversion and retention) across five technology media websites.
• Oversaw creation of, and reviewed, monthly traffic/conversion dashboard reports, for distribution to key stakeholders across three business units. Evolved KPIs and reporting based on changing business goals.
• Assisted with defining and prioritizing tracking requirements for new and existing products, including three site redesigns. Collected and tested data, confirmed accuracy and communicated gaps in data capture. Coordinated work efforts with design and development teams to implement tracking solutions. Analyzed pre/post effectiveness.
• Conducted segmented path and conversion analysis and reported on the sequence of events that drove optimal business results. Presented recommendations to business leaders across IDG, on how to improve customer interaction processes.
• Forecasted traffic performance on new products and site functionality. Performed ROI analysis of site elements.
• Investigated performance of new/ existing social media marketing efforts and performed brand monitoring experiments.
• Tracked effectiveness of interactive marketing campaigns and campaign elements. Conducted A/B and MVT experiments on landing pages, paid search and email campaigns.
• Created awareness on web analytics capabilities by continually educating business users on how-to gather and utilize web data in the decision making process. User base included editorial, sales, marketing and research.
• Advised design and editorial teams on SEO keyword selection and optimization strategies and best practices.

Web Marketing Coordinator – reporting to Director Audience Development
Aug 06 – Jan 08

• Worked to increase size and retention of five IT media websites through the development, deployment and optimization of interactive online marketing campaigns and website analysis.
• Built and maintained customizable dashboard reports for distribution to stakeholders across multiple product-lines/ BUs.
• Created and executed e-mail marketing campaigns including list segmentation, copywriting and tracking. Gathered and reviewed performance metrics across mailings and optimized portfolio.
• Created, managed and optimized search engine marketing campaigns across brands. Responsible for budget management.
• Performed A/B and MVT experimentation on landing pages, email and paid search campaigns. Analyzed results to determine best mix of marketing delivery to increase conversion. Optimized and communicated results.
• Developed and executed promo plans for product launches. (i.e., two social networking sites and a tech blog network).
• Evaluated competitor share of visits and keywords, functionality and content. Analyzed results to find patterns, communicated recommendations and performed optimization accordingly.
• Conducted training sessions for editorial and sales teams, on how to use Omniture to gather data.
• Stay current with web analytics tools/trends to identify opportunities for growth in capabilities.

General Catalyst Partners VC
Marketing Consultant – reporting to Managing Partner
Cambridge, MA
Mar 06 – Jan 07

• Worked with mobile marketing and social networking start-ups to provide web marketing recommendations on product development, positioning, target market, pricing and competition based on research conducted online.
• Conducted focus groups to better understand consumer perceptions.

Caprice Incorporated
Boston, MA
Marketing and Events Coordinator – reporting to General Manager
Jun 04 – Jan 06

• Designed and coordinated the development of a new company website including SEO and web analytics implementation, and site/search engine link maintenance.
• Gathered and analyzed web analytics data to drive site optimization suggestions. Coordinated print and interactive web marketing strategies, including creation and optimization of PPC and display campaigns through Google Adwords.
• Improved client communications through the development of a CRM database to automate methods for client contact.
• Managed client relationships throughout the event planning process (i.e., production of timelines, PR materials, and budgeting for proposals). Coordinated private functions for local/ national celebrities and politicians. (i.e., DNC affiliates, Prince, Aerosmith). Developed and distributed press releases for special events.

TechTarget
Internet Marketing Assistant – Client Consulting – reporting to Senior Group Manager, Marketing Analytics
Needham, MA
Jan 04 – Jun 04

• Managed internet marketing communications to existing and future site visitors, performed copywriting and creative reviews for e-mail and e-Newsletter sponsorships.
• Gathered lead gen campaign and site metrics through Hitbox for client campaigns and created PowerPoint presentations to be presented to clients (i.e., Microsoft, IBM, Unisys, and Sysco).  Assisted with lead segmentation.

Computer Skills

Omniture SiteCatalyst & Discover, Google Analytics, Exact Target, WebTrends, Radian6, Visible Measures, Visible Technologies (TruPulse & TruVoice), Lyris, DoubleClick/Dart, PPC Applications (i.e., Google Adwords, Yahoo! Sponsored Search), Lead Management System 1.4, Atlas Accipiter AdManager, Accela, TargitMail, CheetahMail, Hitbox, SPSS, MS Office, PhotoShop, Other web analytics tools (i.e., ClearSpring, Adify), HTML, JavaScript

Education

Northeastern University – B.S. International Business and Marketing
Dec 03