• Omniture Case Study on Belo Interactive Media

• Web Analytics Association
• Omniture Client Advisory Board (CAB) for Discover

Dedicated and results-oriented web marketing and analytics professional with more than nine years of experience including consulting, research & analysis, marketing, project management, systems implementation and entrepreneurship. Adept at performing market analyses and identifying audience behaviors and motivations. Success facilitated through technical expertise, well-developed written and oral communication skills, and education in human behavior and business strategy.

• Online Marketing Management
• Web Analytics
• Search Engine Marketing (SEM)
• Search Engine Optimization (SEO)
• Email Marketing
• Marketing Research & Analysis
• Statistics and Forecasting
• Database Design & Reporting
• Project Management
• System Implementation
• Vendor Management
• Presentations/Oral & Written Communication

• Omniture SiteCatalyst
• Omniture Discover 2.5
• Red Dot Content Management
• Google Adwords
• Google Analytics
• Vtrenz
• Tacoda
• Salesforce.com
• SQL/MySQL
• Dreamweaver (HTML)
• JavaScript
• MS Office/Access/Project

Baltimore, MD and Allen, TX
2006 - Present
Sr. Manager of Web Marketing Strategy

As Manager of Web Marketing Strategy at Ciena, I plan and direct Web Marketing strategies that establish, enhance and protect the brand; increase consumer awareness; and maximize market share by driving user traffic and lead capture. Responsible for Ciena’s paid and organic search marketing programs, web analytics, marketing CRM and social media efforts. I work with the Ciena Experiential Marketing and Programs teams to develop comprehensive Marketing programs leveraging online channels. Manage content, image, and multimedia asset creation and oversees development and implementation. Develop a scalable, modularized, and robust web infrastructure for Ciena.com and supporting applications to meet the requirements of various business groups. Well-versed in online and community best practices, usability standards, the role Flash, video and emerging technologies like HTML5 play in a successful web experience, the specifics of A/B testing and multi-variant testing to ensure metrics-based decision making practices and the role mobile devices will play in the future of the web.

• Led the Web Marketing team during Ciena’s acquisition of Nortel’s Metro Ethernet Networks division
• Managed a team of two web managers and multiple contractors
• Automated weekly Web-based lead management reporting system
• Integrated online activity intelligence into lead management system (SalesForce.com)
• Created a model to monetize the value of lead generation activity on Ciena.com
• Sourced and implemented a new internal search solution that yielded 27% increase in search efficiency and 6% increase in online registrations
• Optimized search landing pages to increase conversion rate by 15%
• Lead strategy for redesign and rebranding of Ciena.com
• Developed strategy for online lead generation through search engine marketing (SEM) and search engine optimization (SEO) efforts with 25% conversion rates

Dallas, Texas
2004 - 2006
Interactive Audience Analyst

Responsible for understanding the online audiences and competitive environment of Belo’s Web properties. Oversaw the monthly preparation and distribution of Key Performance Indicator (KPI) reports. Conducted in-depth research of online trends, visitation, traffic, audience behavior, and competitive standing, as well as evaluating relevant research resources, conducting audience surveys, and developing statistical models to predict Web site traffic and identify key marketing opportunities.

Plano, Texas
1998-2004
Procurement Analyst (Business Systems Analyst)

Supported global purchasing operations through database development, design and maintenance, as well as Web site and transaction system management. Analyzed supply base and corporate spending for policy compliance and automation opportunities.

Lubbock, Texas
1997-2001
Owner/Freelance Designer

Founded a firm dedicated to serving the web development needs of small business and individuals in Texas.

• Developed pricing and marketing strategy
• Consulted and advised clients on internet needs
• Negotiated web design and hosting contracts with clients
• Designed layout and wrote HTML code for client web sites

• Master of Business Administration (MBA) – University of Texas at Arlington (2004)
• Bachelor of Arts in Psychology (BA) – Texas Tech University (2000)