Resume

Professional Profile

Forward-thinking digital professional with 20+ years of experience in web product management, search, data analysis, and web strategy.

  • Saved $4 million annually in diverted phone calls through Ask a Citizen
  • Pitched and granted $50K from the Innovation Fund to research the market viability of a new product, Advisor OnTap™
  • Recognized with “Credo Award” for Innovation, Q4 2018.
  • Optimized 100s of educational articles resulting in 50% (Fidelity Viewpoints) and 130% (Fidelity Learning Center) year-over-year SEO visitation growth, respectively.
  • Increased new account generation from Fidelity Viewpoint articles by 28% by spearheading landing page optimization tests.
  • Awarded 3 patents which measure search advertising effectiveness: 7,752,191 | 7,899,815 | 7,937,403
  • Served as a panelist at the Yext ONWARD18 conference on the topic, “How Digital Is Changing the Customer Journey in Financial Services.”

Experience

CVS HEALTH | Woonsocket, RI | May 2021 – Present
Senior Digital Advisor (Senior Product Manager) – Accounts
Mange the sign-in and accounts experience on cvs.com.

CITIZENS BANK | Dedham, MA | January 2016 – November 2020
Director of SEO and Product Manager of Ask a Citizen
Oversee SEO, onsite search, local search, and the “answer experience” by optimizing content, addressing content gaps, and directing website infrastructure projects in the agile development framework.

  • Pitched, directed development of, and operate Ask a Citizen, a site feature that answers customer questions, drives millions of visits, and saves millions of dollars by reducing call volume.
  • Directed website infrastructure projects in the agile development framework to improve content performance.
  • Launched and managed Yext Listings and Yext Answers (onsite search), doubling accuracy of onsite search engine results.
  • Managed SEO, onsite search, local search, and the “answer experience.”
  • Pitched and published new “Ask an Advisor” article series, a content initiative inspired by the money diary trend.
  • Informed senior leadership on SEO status and strategy and educate marketers on SEO best practices and change implications.
  • Directed efforts of SEO Analysts and interns.

FIDELITY INVESTMENTS | Boston, MA | May 2013 – December 2015
SEO Director
Conducted keyword research to identify 100s of content marketing gaps and presented the cases for implementation and optimized existing articles and product pages on fidelity.com

  • Increased non-branded page 1 keyword rankings by ~30% YOY.
  • Initiated the “Golden Goose” project, which resulted in an immediate 75% increase in SEO visits for a key article.
  • Wrote 4 articles published in Fidelity Viewpoints.
  • Pushed production of technical projects (e.g., XML site map, custom 404s, and more) from kick-off to implementation.
  • Managed priorities of two SEO agency consultants.

INQUIRO GROUP | Palo Alto, CA | October 2007 – January 2013
Director of Search Consulting and Product Manager, SEMLandscaper
Assisted the CEO in client management, B2B marketing, and product management functions.

  • Designed, launched, managed, marketed, and sold the SEMLandscaper, an online tool that provided insight on competition in search marketing. Functions also included pricing and competitive research.
  • Collected requirements from customers for custom projects, communicated those requirements to the engineering team, and managed the project from the client’s perspective to final delivery.
  • Managed data-oriented projects for Yahoo!: (1) designed and produced Excel-based weekly marketing dashboards distributed to c-level executives, (2) designed and directed production of online performance report for the Category Sales team, and (3) conducted information gathering interviews and evaluated team members of an analytics team.
  • Managed SEM bid optimization (algorithm-based) projects for multiple clients.
  • Wrote proposals and contracts for prospective clients.
  • Managed priorities of two SEO agency consultants.

YAHOO! | Sunnyvale, CA | June 2004 – March 2007
Manager, Marketing Insights
Produced insights on user segments using Yahoo!’s vast behavioral and demographic data, and delivered to the sales force, advertisers, and internal customers.

  • Provided SEM and SEO user level data insights to advertisers by leveraging Yahoo! search data. Insights typically involved share of voice, search sequence behavior, and competitive benchmarking.
  • Developed and implemented methodology that measures the impact of search advertisements on attitudes. Tests completed for the telco, auto, finance, and retail categories.
  • Collaborated with product managers and engineers to guide features and requirements on a product that associates graphical display advertising with relevant search activity.
  • Scoped and managed creation of the MRD for an advertiser data mart that will facilitate longitudinal analysis of ad campaign performance across industries and web page placement.

Education

CARNEGIE MELLON UNIVERSITY – Pittsburgh, PA
MBA

OCCIDENTAL COLLEGE – Los Angeles, CA
BA – Economics

Skills

  • SEO Tools (Google Search Console, BrightEdge, MOZ, SEMrush, etc.)
  • Microsoft Office
  • Agile Product Development
  • Adobe Analytics
  • Google Analytics
  • Vendor management
  • Yext Answers and Listings (Hitchhikers)
  • Ping pong, air hockey, and foosball
  • Softball (you’d want me on your team)