DIGITAL MARKETING STRATEGIST

GAF ROOFING
2019 - 2020 (18 months)

• Measured B2C (Homeowner) and B2B (Contractor) behaviors and optimized digital paid (PPC, Display, Email) and organic (SEO, Content, Social) channel KPIs using tools like GA, GTM, Data Studios, Tableau, Hotjar, and Optimize

• Decreased PPC Cost per Conv. 24% by testing and implementing new mobile UX and cross-device remarketing

• Contributed 10% of Homeowner leads (Q2 2020) via AB test of CTAs based on intent to purchase

• Collaborated with Content and Analytics SMEs to monitor digital SOV and adjust Media and Content

GAF Roofing | SEM Efficiency

Decreasing Cost/Conv. and increasing CVR drastically in just 1 month through funnel-based tracking and testing.

“It’s been great working with James. He provided the team with guidance on improving SEO, yielding measurable positive results. James also equipped our team with Analytics dashboards that provided key visibility into our user funnel, and identified successes and challenges. In particular, James stepped up in the weeks prior to a major web release; he helped our Development team with tagging and privacy/security measures.” - Brian Coss, Sr. Business Analyst

SR. DIGITAL ACCOUNT MANAGER

DIRECT AGENTS | BRIDGE MARKETING
2016 - 2017 (18 months)

• Audited communications and formalized protocols for sales and client management; designed ad specs, benchmark guidelines, and case studies

• Integrated omnichannel metrics into dashboard for Mederma; AB tested Email delivery times and increased CTR 42%

• Reengaged Scholastic customers with targeted PPC ads + product LPs; decreased CPC 50% / increased ROAS 420%

• Expanded PPC for CoachUSA into Canada (ROAS +200%); won bid for website SEO/UX

Mederma | Digital Brand Lift

Drove B2B awareness of Mederma by achieving an in-view rate +13% industry avg and improving CTR 75%

“James was the digital marketing strategist on our account. His analyses of our banner ad creative, targeting and scheduling were always insightful, and his clear, concrete recommendations delivered substantial improvements in our CTR. Moreover, his dedication and personal service were exceptional. A pleasure to work with, James gets my highest recommendation.” - Fred Shamlian, Client

DIGITAL MARKETING MANAGER

NORTHSTAR TRAVEL MEDIA
2015 (10 months)

• Oversaw marketing activity for the Northstar Meetings Group of trade publications: Succcessful Meetings, INCENTIVE, Meetings & Conventions

• Deployed customer survey to provide effective schedule, facilitate more relevant Content for Webcasts, and launch new archive (+300% ROI for B2B sponsors)

• Assessed data to develop CRM segments, update UX, and AB test Email and LP copy and design assets used for recruitment for 16 national events (CTR +40%)

• Managed cross-channel (print, email, event, advertorial) sponsorships; maintained strict brand adherence and QA

Successful Meetings | Content

Assessed Analytics and ExactTarget data to develop CRM segments and AB test copy for Email and LP (CTR +40%).

“I have had the pleasure of working with James while he was filling in here at Northstar Travel Media for one of our team members out on maternity leave. He is a pleasure to work with. His positive and can-do attitude are great and he was always very responsive to website updates on our 16 events that he worked on - - no small feat. He is also very quick to pick-up the pieces that he can based on the knowledge he'd gained from previous positions and offers insight to the team when appropriate.” - Angela Cox, Director of Events

DIGITAL ACCOUNT EXECUTIVE

THE LAVIDGE AGENCY
2013 - 2014 (10 months)

• Forecasted hours for resources weekly to identify gaps and procure freelancers; used JIRA to manage projects, submit requests for features/fixes/functionality

• Achieved +20% CVR for CableONE by launching Mobile-friendly eCommerce shopping cart (+90% click-to-cart CTR), new product pages, and updated UX

• Planned and managed website development projects, from UX through content maintenance via various CMS

• Promoted the Tour of Homes and Food Truck Experience for Vistancia, a Sunbelt Holdings home development, via Social, Paid Media, Email, and PR

• Exceeded whitepaper download CVR for a lead-driven campaign for HP and Intel by targeting qualified B2B traffic via PPC, Display, and IT-leading Email sponsorships

CableONE | eCommerce Web UX

Achieved +75% CVR for CableONE by launching mobile-friendly UX and checkout; supported with $1m Digital Media plan - PPC, Display, Social (+60% revenue YOY).

“I worked with James for several months on a project that was very challenging to manage. He did a great job communicating the clients needs to me, as well as communicating the design recommendations to the client. In spite of the complexity of the project and the obvious frustrations, James was always chipper and a pleasure to work with.” - Austin Baker, Freelancer

ACCOUNT EXECUTIVE

OFF MADISON AVE
2011 - 2013 (24 months)

• Analyzed behavior via GA, ExactTarget, etc.; divided Cox Media's database of business owners and deployed vertical-focused PPC, increasing CVR 90%

• Increased CTR and CVR +100% for VisitArizona’s national Media (Rich Media, Mobile, Video) campaign; strategized, executed, and managed cross-channel creative and website assets targeting specific phases of travel planning

• Earned $256 per marketing dollar invested in FY14 Spring Training; innovative preseason Social campaign generated buzz, inclusive of influencer outreach and earned media

• Led stakeholder interviews and brand workshop for Alliance Residential, one of the nation's largest homebuilders; translated findings into visual guidelines for new website

• Managed cross-channel SOWs and leads via Salesforce (+50% sales wins Q1/Q2); wrote and designed Templates, Case Studies, and Sales content for new database

VisitArizona | Omnichannel Strategy

Designed, trafficked, and optimized PPC, Display, and Content assets for VisitArizona’s national campaign (Rich Media, Mobile, Video).

“From the start, it was clear James was smart, detail-oriented, and exhibited a clear and robust knowledge of interactive marketing - from details that make up the digital space, to the more global picture of how certain content influences consumers in the purchase funnel. At all times, James maintained a level of professionalism with AOT, and managed to present himself with a smile. “ - Rebekah Bell, Client (VisitArizona/AOT)