WE SN E R C. M I CH E L
Sr. Digital Marketing Manager
D E TA ILS
CHICAGO, IL United States
260-6WE-SNER-
SK ILLS
SEO
SEM
Email Marketing
Web Analytics
Multi-Variant Testing
PPC/CPC
Social Media Marketing
Digital Marketing Strategy
Traffic Growth
LA N GUA GE S
English
CHICAGO, IL , UNITED STATES
260-6WE-SNER /-
P RO F I L E
Strategic Digital Marketing enthusiast and Content Manager with over 9 years of B2B & B2C
Digital marketing (acquisition and performance based marketing). Excellent skills in
increasing conversion and traffic through various A/B testing though SEO/SEM/Social and
various other channels. Recently moved to Chicago from NYC.
E MP L O Y ME N T H I S T O RY
Digital
jmgjmMarketing Manager at NuRide Transportation, New York
August 2016 – Current
I plan and execute all web, SEO/SEM, marketing database, email, social media and display
advertising campaigns. Other duties include but not limited to:
Design, build and maintain their social media presence
I am responsible for measuring and report performance of all digital marketing campaigns
and assess against goals (ROI and KPIs) via Google Analytics
I identify trends and insights and optimize spend and performance based on the insights
Brainstorm new and creative growth strategies, through various channels to reach the
RIGHT audience
Plan, execute and measure experiments and conversion tests via split A/B testing and multivariant testing
Collaborate with internal teams to create landing pages and optimize user experience with
HTML, CSS & Javascript
Utilize strong analytical ability to evaluate end-to-end customer experience across multiple
channels and customer touch points
Instrument conversion points and optimize user funnels
Collaborate with agencies and other vendor partners
Evaluate emerging technologies. Provide thought leadership and perspective for adoption
where appropriate
Worked with 17 clients under NuRide Transportation umbrella.
Global Digital Marketing Manager at L'ORéal USA, Designer Fragrances &
Cosmetic Co., New York
November 2015 – August 2016
Matrix, L’ORéal -I work in Global Marketing Division working with nearly 37 different countries
as they prepare for their product launches which includes a redesigned responsive website as
well as a new launched iOS and Android app “Matrix Color Lounge”.
For the website, I am responsible for all content changes (made with SiteCore CMS) on what is
currently the parent/ master site template that other markets use.
I use Google Analytics, Tap Clicks, Tableau & Flurry to provide useful data on current users
behaviors and report monthly KPIs reports to all 35 markets for both web and mobile app
usages.
In preparation for market transitions, I work on 302 and 301 URL redirects to ensure visitors
following inbound links/back links from 3rd party websites are redirects user to the latest URL
path.
In the global digital marketing team I provide insights on current Paid/Display /Social/Organic
traffic. I also provide assistance in SEO management ensuring the proper use of keywords to
generate traffic from proper audience to ensure higher engagement and conversation rates.
Digital Content Manager at Hiscox Insurance, New York
February 2014 – June 2015
Responsible for all consumer facing content across online channels including our transactional
website, blog, mobile site, and email platforms.
Responsibilities:
Content creation and management – implement all content updates and testing, build out
pages for SEO updating customer facing pages on via CMS tool or HTML/CSS, updates and
expansion of mobile site, WordPress development of new partner pages, management of
microsites, and add/maintain marketing tracking tags across the site.
User Experience and tracking KPI’s with Google Analytics
Ensure all creative work is ‘on brand’ and integrated with other communications.
Worked with Google Analytics to track visitor behavior.
WordPress management for blog plug-ins.
Worked with JavaScript to develop and implement ideas from Marketing team.
Worked with Social Media content.
Worked with Photoshop and other Adobe products to create and implement rich content for
website as well as marketing creatives.
Worked with Maximizer and its implementation for user experience optimization through
multiple A/B testing.
Worked on Hiscox proprietary CMS, Backbase CMS & WordPress for front-end development
and design (HTML/CSS).
Worked on all XML sitemaps updates.
Worked on all XML based 302 redirects.
Worked with IT & Marketing department for back-end and implementation of codes & UTMs.
Digital Marketing Manager at MediaPlanet
June 2013 – December 2013
Responsible for all traffic growth to multiple campaigns for MediaPlanet. Using online marketing
tactics with traffic drivers such as Outbrain, I was able to decrease monthly spend and increase
profit margins greatly on a PPC basis. I solely handled nearly 70 different client campaigns per
quarter, with unique visitors ranging from 10,000-150,000 per campaign.
Some clients include of the following companies (Just to name a few):
Carnival Cruises, Ernest & Young, University Of Cincinnati, Discover, Homes.com, HBC, Adobe,
Ingram Content Group, Skype, Houghton Mifflin, Microso /Bing, Mercedes (CANADA), Sonic-Care,
NovoCure, Blue Shield, Verizon, Hiscox
Used Google Analytics to track KPI’s and would perform multiple A/B tests to ensure we
were engaging the right audience. I not only handled media purchases and also created
SEO plans for the international company.
Created content for multiple A/B testing to ensure we were reaching the right demography
which would yield higher engagement as well as conversation.
Worked on social media platforms to engage target market, as well as increase activity
within current social media subscribers.
Digital Marketing Manager at CommerceCapitalAdvance.com,
Philadelphia
December 2012 – December 2013
Commerce Capital Advance is a merchant-funding firm, which provides advances for companies
looking to expansion, and human capital growth.
Redesigned their original HTML site (commercecapitaladvance.com/old), into a HTML5/CSS3
website (commercecapitaladvance.com/). I also created a mobile version of the website which
can be accessed by visiting m.commercecapitaladvance.com with auto-redirection based on the
visitor’s browser. Using my working knowledge of CMS, I created a WordPress blog which can be
accessed via blog.commercecapitaladvance.com. I installed a chat service as well as
implemented email marketing so ware for email campaigns that I manage. As a freelancer I
also work on all online marketing strategies. Results were leads increased over 60% and costs
were kept low!
Responsibilities:
Handled Keyword Analysis, and Competitive Analysis
Facebook/Google Ad Campaign, Search Engine Marketing Management (CPC, CPL, CPM)
Content Management/SEO Implementation (HTML5)
Chat So ware installation and management on Linux CentOS Based Server
Google Analytics for A/B testing (Email, Campaigns, Affiliate Marketing, SEM, SEO & Social
Media)
Created content for consumer facing web pages and well as creative for ad copy.
Digital Marketing Manager at MarketGID Inc, NEW YORK
August 2010 – December 2012
MGID.com is the largest audience development platform in the world and unites thousands of
websites. Reported directly to the Vice President as well as Board of Directors, My role as Digital
Marketing Manager included but not limited to display advertising (CPC/CPA/CPM), Content
creation Management, Web development Web Analytics, Social media marketing and social
media management, Email/Database Marketing, as well as project management.
Accomplishments:
Help increase traffic from 900K monthly uniques to 13.1 million per month ( Most visits came
via Social Media management!)
Hired staff to manage different aspects of Search Engine Marketing as well as SEO.
Built webpages (HTML & CSS) and content for A/B Testing with Google Analytics Support
Created social media tools with API implementation for further audience reach.
Managed Affiliate Marketing (Commission Junction) campaigns
Successfully increased their US advertiser based up to 60% in less than 9 months. Within this
timeframe, managed to create a system, which is currently being used throughout all
international offices (London, Ukraine, China, Kiev, NYC and LA Office) with a reach of over
500 staff employees.
Responsibilities:
Created all content for all advertisements whether CPM or CPC on our platform to ensure proper
branding of our website. Targeting was based on location, however I am very familiar with
Contextual Targeting and Behavioral Targeting.
Digital Marketing Manager at CheaperthanPECO.com, Philadelphia, PA
April 2008 – August 2010
CheaperThanPECO.com is a web-based tool that allows residential and commercial property
owners to find cheaper electricity alternatives.
Oversaw the Internet Marketing campaigns. Used Analytics to study internet user behaviors and
used this data to support new pages and increase linking to these pages to increase advertising
revenue in less viewed pages. During this period, created a plan, which included launch
partnerships with companies in near space to help increase visibility of our services, which
resulted in increasing their (web) traffic up to 200%. Through the use of SEM and SEO which
includes outgoing as well as back links to and from high PR websites, we witnessed a change in
website traffic and quality receptive leads.
Responsibilities:
Handled Market Research (Google Analytics, Complete.com, Alexa).
Designed and Implementing their website and logo.
Created Website page content, Branding and Implementation with the use of Dreamweaver,
Adobe Flash and Illustrator with FTP (FileZilla) for uploading to server, which I also
managed.
Assisted VP with marketing strategies through the use of Social Media.
Researched, located and became members of target online market communities ranging
from small online communities to membership of Tri-State Area Chambers of Commerce.
Established Communities and maintaining online communities through blogging and
content management.
Used Salesforce to create and manage target leads for database/email marketing.
E D U CA T I O N
Temple University Fox School of Business, Philadelphia, PA
August 2004 – March 2008
Degree: BA