Certified Careers Institute

SEO Program Manager at Fresenius Medical Care North America

Boston, Massachusetts, United States

Fresenius Medical Care North America

SEO Program Manager

School Family Media, WRENTHAM, MA                                                                      10/2017 – 4/2020
MARKETING MANAGER - TEACHERLISTS
Product Marketing Manager - Focus on product marketing for the TeacherLists platform. Responsible for all SEO optimizations of core marketing pages as well as all blog content. Research and advise the content team on trending education topics using tools such as Google Trends, Brandwatch and HootSuite. Worked with design group to produce materials for direct mail, infographics, social media and web content. Managed social media marketing for Twitter, Facebook and Instagram, creating organic content as well as boosted posts and ads. Implemented a Facebook Messenger Chatbot and programmed various comment guards and chatblasts.  Project lead for identifying ADA compliance requirements, selecting an ADA compliance vendor, and managing the relationship with the engineering group. Attended national education industry conferences as the company representative.

Client Management – Primary lead on developing a remarketing service for retailers and CPG brand partners, to access the TeacherLists audience. Worked closely with outside marketing agency to develop and identify segmented audiences and impression projections. Worked directly with the sales team to identify display ad specifications and developed collateral to communicate effectively with prospects. Responsible for client communication and campaign management for the duration of all remarketing campaigns.

Key Accomplishments:
- Increased organic traffic to school supply list pages by 150%
- Increased remarketing revenue 500% from May 2018 to September 2019
- Implemented and trained staff on Hootsuite and Brandwatch platforms
- Successfully implemented a profitable new source of revenue through Google Remarketing
- Responsible for ensuring all school supply lists were ADA compliant

TeacherLists

Marketing Manager

Digital Marketing Manager – Responsible for all digital marketing initiatives. Create and deploy Email Marketing campaigns, including graphic design, UTM tagging and content generation. Primary author of all website content, including online videos and photography, graphic design, banner generation and social media integration. In charge of all Social Media accounts, content and social engagement across various platforms. Maintained an integrated Zoho CRM system for lead and customer tracking for sales staff. Trained all sales staff on proper Zoho usage and created internal documentation for training purposes. Manage external SEM agency by tracking all KPI’s, managing monthly budgets and directing landing page A/B testing initiatives. Manage multiple vendors and coordinate and attend industry trade shows. Responsible for all company SEO efforts for 2 web properties.

Sales Manager – Responsible for management of all sales staff including issue resolution, pipeline management and ongoing sales training. In charge of staff reviews and all employee management in coordination with Human Resources. Establish pipeline system for lead tracking and assist with closing difficult sales. Coordinate with laboratory staff to identify client processing issues and cryo-preservation documentation and tracking.

Key Accomplishments:
- Worked with Cell-Biologists to launch WebEx webinars for remote presentations to industry leaders
- Coordinated with Compliance Director to ensure all FDA and AABB procedures are adhered to and all required corporate documentation is compliant.
- Streamline offline marketing initiatives. Analyzed past initiatives using Google Analytics to determine positive ROI channels while eliminating poor performing publications.
- Conducted extensive research to identify qualified Hospital/OBGYN partnerships for Cord Blood educational opportunities, as well as assisting  with national Dental Office partnerships for <a href="http://ndpl.net">ndpl.net</a> Stem Cell education.

New England Cryogenics/ New England Cord Blood Bank

Sales & Marketing Manager

Product Merchandising Manager – In charge of product merchandising, working directly with buyer and merchandising groups to define and implement site merchandising strategies. Responsible for all product updates and batch integration for 3 online apparel sites. Developed new merchandising opportunities by creating specialized categories for “mix and match” and “buy more save more” product groups.
SEO Content Manager – Created both on-page and META content for all new products through batch integration. Worked directly with Creative teams to implement category and page header banners and home page creative to drive targeted traffic to key content groups. Implemented product ranking strategies for on-site search optimization and tracked all key metrics utilizing Google Analytics.

Key Accomplishments:
- Launched Google Shopping program by working with external SEM agency and IT team to produce optimized data feeds in compliance with Google Shopping policies.
- Implemented site tagging and applied for Google Trusted Store status.
- Increased on-site product offerings utilizing site facets and expanded categorization groupings. Optimized all site content to engage buyers through their journey and increase conversion rates.

Distinctive Apparel Inc.

Digital Marketing Manager

Manage 3 Ecommerce Stores using BigCommerce CMS. Responsible for all inventory management, product updates, product content creation and all online marketing efforts. Produce unique, detailed content for products and categories for SEO optimizations. Create all graphics for Carousels and Banners and optimized all CMS Templates. Responsible for managing SEM agency, including all monthly KPI reporting, budget management and marketing calendars.
Key Accomplishments:
- Increased online Conversion Rates from an average of 1.6% to an average of 2.8% by developing new product content and images, as well as revamping product templates to highlight Call To Action segments.
- Created and implemented appropriate shipping policies to maximize profit margins and increased overall AOV by 22%. Performed extensive competitive analysis to determine optimal price points and competitive shipping thresholds.
- Managed SEM Agency by establishing appropriate monthly budgets for PPC campaigns and Google Shopping. Established appropriate KPI thresholds and approved all Ad copy.
- Successfully achieved Google Trusted Store status for corporate site.
- Responsible for all email marketing and monthly newsletter creation using Constant Contact. Created product graphics, call to action buttons and UTM tagging for all campaigns.
- Created and maintained Google Analytics dashboards to track various campaign metrics for senior management.
- Implemented on-site Review system using Yotpo and integrated product and store reviews with Social Media channels. Moderated on-site Q&A sections and engaged past customers to foster unique, customer-generated content.
- Identified the need for Fraud Prevention and implemented Signifyd Fraud Prevention solutions across 3 stores. Flagged potential fraudulent orders and performed research to determine if orders with low quality scores were valid.
- Assisted Warehouse Management in implementing optimal inventory thresholds.

US Tool & Fastener LLC

Ecommerce Manager

Manage Comparison Shopping channels for national retail clients in coordination with SEM, SEO and PPC teams. Optimize product catalogs and produced data feeds for Comparison Shopping engines, Google Product Listing Ads, Google Shopping, Amazon Product Ads and Affiliate Networks. Responsible for all KPI management and reporting, budget and bid management and direct client reporting. Assist sales staff with on-site technical sales support and authored trade show presentations and seminars.

Key Accomplishments:
- Spearhead the Agency transition for all clients from Google Shopping to Google Product Listing Ads. Converted all clients to new platform and taxonomy and integrated Merchant Center accounts with Google Adwords accounts. Established URL tracking parameters and Adwords-specific columns to all data feeds for compliance. Worked directly with Google to ensure compliance.
- Recommend and implement POS surveys to identify marketing opportunities based on careful analysis of results for multiple clients. Author client-specific POS and fulfillment surveys working with Bizrate, Reseller Ratings and others to manage customer service feedback and track results.
- Create technical materials for Trade Show presentations and present material to attendees. Author Power Point presentations and Industry White Papers and presented materials at industry Trade Shows to a diverse audience to engage agency prospects and educate attendees on specific Google Shopping campaign changes.
- Work with PPC teams to identify and optimize top-performing categories and keywords. Perform extensive data analysis to identify top performing categories and products and made bid recommendations to PPC Teams to maximize ROI. Ongoing adjustments based on seasonality and evolving business requirements.

Matthew Condon