About
Digital marketing experience:
SEO Manager
Aug. 2017 to present
Identified and presented opportunities and threats, designed tools and processes, and worked with stakeholders to help grow the business through organic search.
Managing Editor
Jan. 2014 to Aug. 2017
Led digital marketing copywriting team producing content for ecommerce sites, blogs, call center outreach and emails in support of the overall business strategy.
Copywriter
July 2006 to Jan. 2014
Worked with a wide range of stakeholders to develop print and digital marketing assets while laying the foundation for clarity and consistency in communication.
Certifications
- Moz Academy Technical SEO
- Google Analytics for Beginners (April 21, 2024)
- Advanced Google Analytics (July 5, 2024)
- Google Analytics for Power Users (July 6, 2024)
- Google Ads Display (July 9, 2022)
- Google Ads Shopping (July 9, 2022)
- Google Ads Search (July 13, 2022)
SEO project experience
On-page and off-page optimization. Bug troubleshooting, reporting and testing. Click-through rate optimization. Keyword and trends research and tracking. Google My Business, Apple Maps and local listings optimization. Online reputation management. Product specifications research and implementation. Product image (Scene7) optimization. Copywriting and editorial style guides. Proofreading and editing. Email segmentation strategy, email subject line and content writing and testing.
2021
Highlighted opportunities with undervalued transactional search concepts for discontinued products. Expanded business understanding by reformatting weekly performance reporting. Strengthened product build process with child product visibility concept. Resolved duplicate local listing issues via plus code search. Identified critical bot server discrepancies (templates appearing blank on bot servers). Expanded developer use of Google Search Console for testing and change verification. Enhanced content structure by improving HTML literacy for copywriters (previously relied on broken WYSIWYG). Built a content scoring tool to help writers deliver helpful, thorough, original content. Connected creative teams with IT resources to enhance processes, workflows and capabilities. Trained new SEO team members on enterprise systems, processes and procedures. Delivered category URL slugs for automated facet completion research. Performed troubleshooting for permanently out-of-stock product schema markup (product schema requires offer, aggregate offer or aggregate rating to pass validation).
2020
Diagnosed critical technical SEO opportunities on new responsive templates. Core web vitals research, planning and ticketing, as well as measurement and reporting procedures. Resurfaced organic growth strategy for lessons, rentals and repairs services. Responsive website redesign requirements and UAT. Product family linking configuration proof of concept.
2019
Improved working relationship with developers. Diagnosed and summarized server response issues. Implemented successful proof of concept for configurable product family interlinking. Website absorption using a combination of .htaccess configuration, regex and manual 301 redirect mapping, Google Search Console change of address. Multiple blog migrations.
2018
Researched and developed organic growth strategy for lessons, rentals and repairs services. Diagnosed and summarized Omniture channel attribution issues. Completed model and series facet data backfill for top product categories. Content strategy and calendar. Blog article outlines and creative briefs.
2017
First year as SEO manager. Worked both as managing editor and SEO manager for two months while a replacement was sought. Founded close working relationship with copywriters. Worked with developers to expand front-end toolset to include URL writing and cache break, page title, description and H1, breadcrumbs and internal linking control. URL, breadcrumb, and internal linking strategy and implementation. Outlined plan to improve facet navigation, increase information fill rates and automate product specifications.
2016
Last full year a managing editor. Created product specifications template process to deliver consistent, complete information based on assortment planning studies and team product knowledge. Outlined the need for table and image formatting within product page main content. Lobbied for inclusion of manufacturer documents (PDF manuals, instructions and start-up guides) on product pages. Presented a thesaurus concept to document and integrate the full glossary of musical instrument terms.
