Resume

SUMMARY OF QUALIFICATIONS

Over ten years of digital marketing and communications expertise with an emphasis on data-driven strategies. Exemplary analytical skills aimed at improving performance metrics and process efficiency within the online education vertical. Comprehensive knowledge of Search Engine and Social Media Optimization (SEO/SMO). Thorough understanding of activity theory, CMS integration, connected learning, course development, design thinking, informal learning, needs assessment, qualitative research, technology integration, and workplace training.

PROFESSIONAL EXPERIENCE

The Pennsylvania State University. June 2013 – Present

Marketing Strategy Specialist
July 2016 – Present: Support the needs of Outreach and Online Education websites by analyzing performance metrics and user behavior to evaluate and inform university-wide growth initiatives. Document day-to-day processes and coach stakeholders on Web Team capabilities and offerings. Research, build, and optimize paid search & display campaigns for 150+ Penn State World Campus degree and certificate programs in Google Ads. Create in-house content for Penn State World Campus social media properties, quantify interactions and collaborate with brand stakeholders to shape future content strategy. Explore and implement new technology-driven initiatives to enhance productivity.

Web & Search Analyst
June 2013 – July 2016: Utilize web analytics data to establish baselines, coordinate site-wide initiatives, and inform marketing strategy in order to improve prospect site performance with respect to new online degree and certificate enrollment goals. Conduct in-depth keyword research to facilitate on-going SEO projects to obtain higher organic rankings over time. Employ bid automation and multivariate testing to lower average cost-per-acquisition (CPA) with respect to brand and program budgets. Increase the pool of qualified applicants for Penn State World Campus degrees and certificates through evaluation of lead quality and measuring effectiveness of new ad formats through Google and Microsoft Ad platforms.

Solid Cactus/Web.com Inc. January 2008 – June 2013

PPC Supervisor
September 2010 – June 2013: Maintain communication with dedicated Google and Yahoo! search representatives. Conduct training sessions for new products and features. Implement department-wide PPC growth initiatives. Hire and develop entry level talent. Manage online marketing for PGA TOUR partners, and other top tier SEM clients.

Senior PPC Manager
January 2009 – September 2010: Drive strategy for accounts spending +$10k/month on Google, Yahoo! and Bing. Oversee multivariate testing to improve ad and landing page engagement. Expand brand awareness with display network targeting, trademark bidding and remarketing. Install conversion tracking and Google Analytics scripts.

PPC Manager
January 2008 – January 2009: Responsible for keyword research, ad creation, bid management, and client reporting. Recommend site optimizations that increase impact and performance of site traffic. Contribute to the company blog. Conduct account evaluations for prospective clients. Presenter at Solid Cactus’ bi-annual Boot Camp, an in-house eCommerce training event.

TECHNICAL SKILLS

Experience working with Angel, Canvas, Google Classroom, and web development through the WordPress CMS platform. Skilled in UX writing and content mapping. Certified Google Partner in Google Ads & Analytics. Social media marketing management through Facebook, Instagram, LinkedIn, Pinterest, Twitter, and YouTube through native and third party interfaces, including Hootsuite and Buffer. Proficient in Adobe Creative Cloud, Google Drive, Microsoft Office, Apple Final Cut Pro. Implementation and interpretation of data generated through Google Analytics and Search Console.

EDUCATION

The Pennsylvania State University, August 2014 to August 2017
M.Ed. Learning, Design and Technology (formerly Instructional Systems)

Bloomsburg University of Pennsylvania, August 2002 to May 2007
B.A. Mass Communications – Advertising, Public Relations, and TV Production