VML, a WPP interactive agency, New York, NY Jan 2010-Present

Web Analyst, Optimization & Analytics

Roles:

  • Leads analytics practice for NY office consulting with global client roster, leading a remote analytics team, and supporting new business development
  • Works with client business and technical teams in APJ, EMEA, LatAm, and US regions to maintain a worldwide A/B and MVT landing page and registration form optimization program
  • Engineers and designs holistic digital reporting dashboards and scorecards overlaying multiple data sources (site analytics, social media, paid media, and CRM)
  • Establishes benchmarks and KPIs for digital marketing efforts and tracks performance
  • Creates testing strategies, implements tests, tracks results, and provides insights and recommendations
  • Consults with development teams and codes Javascript/jQuery to implement analytics tagging solutions
  • Supports internal media planning, social media, and strategy teams with data and insights

Results:

  • Integrated analytics group into the NY office through internal education and process development
  • Expanded scope of large analytics engagement by customizing solution for multiple client groups
  • Secured additional business from existing client by proposing new, integrated reporting solution
  • Created a standardized global SiteCatalyst tagging solution for multi-brand client
  • Recognized by WhichTestWon.com for Best B2B Landing Page test
  • Interviewed for and will appear in Social Media Metrics Secrets book by John Lovett

VML, a WPP interactive agency, Kansas City, MO May-Aug 2008 & May 2009-Dec 2010

Web Analytics Intern

  • Led analysis, executive-level reporting, implementation, and optimization for global client
  • Developed, documented, and quality assured test recipes for clients’ A/B testing and optimization
  • Worked directly with clients to ensure proper implementation of web analytics strategies and tools

TIG Global, Washington, DC Jan-May 2009

Web Marketing Analyst Intern

  • Wrote, reported, and optimized PPC advertisements for clients on Google, Yahoo, and MSN
  • Determined keywords clients should include in SEM campaigns to maximize return-on-ad-spend
  • Audited client websites to ensure SEO best practices and performed necessary adjustments

Care2, Washington, DC Apr 2007-May 2008 & Aug-Dec 2008

Editor-in-Chief, frogloop.com and Intern

  • Devised and implemented strategies for improving traffic on frogloop, Care2’s nonprofit online marketing blog, increasing readership from 8,800 to 27,000 monthly unique visitors
  • Managed team of interns to provide blog content and support internal sales teams