Lance C. Braun

acql6w@r.postjobfree.com

414-***-****

LinkedIn Website

Professional Summary

I have proven results in all aspects of strategic product and brand marketing, eCommerce, website development, project management, web marketing, sales support and social media. I also offer experience in digital content creation, strategies and management, graphic design, staff management, budgeting and planning.

Core Competencies

Developing, facilitating and execution of strategic marketing plans

Digital project management

Defining, implementing and managing ecommerce best practices

Social media development and implementation

Content creation, curation and management

Staff management and development

Search Engine Marketing and Optimization

Defining and design of digital user experience

Paid Search – Pay-Per-Click, social and remarketing

Copywriting for diverse vertical markets

Defining and reporting website metrics

Trade show support

Graphic design for print, online and video

Sales training and education

Email campaign creation and reporting

Online branding

BMO Harris Bank – Milwaukee, WI April, 2014 – October, 2014

Digital Optimization Manager (Contract)

Responsible for developing and implementing the architectural approach and merchandising of the customer experience across assigned digital channels (.com, mobile, social and email) to maximize value for the customer, cross-sell products and improve conversion rates.

Provide thought leadership on paid digital optimization strategies.

Work extensively with key line of business product marketing managers to identify, plan and implement product marketing campaigns across public and customer-facing websites.

Write business charters and project management documentation for timelines, deliverables, milestones and resource allocation. Developed launch playbooks for product releases.

Managed resources and launches of customer-facing digital projects from inception to completion.

Create wireframes for redesign of customer-facing pages.

Work with internal developer resources to implement Adobe Target application to create targeted advertising across the BMO Harris Online Banking portal to introduce and sell new products based on customer personas.

Provide performance reporting of campaigns to stakeholders using Adobe Marketing Cloud.

Brady Corporation – Milwaukee, WI September, 2013 – February, 2014

PPC/Paid Media Specialist (Contract).

Highly quantitative, results oriented, driven and creative - managed day-to-day and long-term global strategies for Brady Corporation pay-per-click, banner and paid media search campaigns.

Provided thought leadership on paid digital advertising.

Managed annual media budget of $450k and targeted monthly goals for spend, revenue and key performance metrics.

Set global strategic direction for paid search/digital advertising.

Collaborated with domestic and international marketing managers.

Worked within Agile project management environment to ensure timely delivery of projects.

Wrote and tested creative ad copy across multiple pay-per-click and remarketing platforms.

Conducted extensive keyword research incorporating multivariate testing.

Worked with other digital and marketing functions to ensure all activity was complementary.

Monitored keyword bids and adjustment of search media campaigns across multiple sites.

Increased ad click-throughs by 7% and landing page conversions by 11%.

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GE Healthcare – Pewaukee, WI May, 2013 – September, 2013

World’s largest Fortune 500 manufacturer of medical devices.

Educational Content Manager (Contract)

Managed the acquisition, production and development of educational video content for new biomedical community web portal. Worked with modality advisory boards, working directly with Field and Online Engineers, Subject Matter Experts and marketing and training personnel to develop new content. Also responsible for development, design and testing of educational content pages.

Worked extensively with Advisory Board members and in-house video production team to develop and produce educational content appropriate for biomedical community members. This in-house development reduced the development cycle by two weeks per episode.

Wrote process documentation to efficiently guide offshore development team’s work, so completed work consistently met strict legal, regulatory and branding guidelines, reducing workflow errors by 32%.

Created audio podcasts with Subject Matter Experts in-house, reducing development costs by $1,700 per episode.

Proactively managed offshore team developers to ensure audio and video content repurposed to the site met strict technical specification guidelines.

Rapidly designed and prototyped new content pages, reducing development time by 65%.

Ellsworth Adhesives – Germantown, WI June, 2007 – October, 2012

Manager – Global Web Services

Department manager with four direct reports managing corporate and LLC websites – defining best ecommerce practices, SEO, Pay-Per-Click advertising, social media channels, graphic design, web content creation and management, product pricing, inventory management, web platform migrations and maintenance for twenty-two websites, worldwide. Also responsible for department budgeting, trade show support, brand management and advertising program implementation.

Served as client-side project manager to transition corporate website to new content management system and hosting providers, from beginning to end, including: requirement gathering, taxonomy and design revisions, resource planning and proposals, development, testing, process documentation, deployment and maintenance. This conversion resulted in improved visitor experience, search engine results page positions, by five average, and increased sales by 88%.

Increased online sales from $100,000 to $3.75MM annually, over a five-year period.

Initiated online quote, catalog and product request sample forms and landing page strategies, increasing conversions and new leads generated by website by 80% over the last three years.

Built social media program including Ellsworth blogs, corporate presence on Facebook, Twitter Pinterest and LinkedIn, YouTube channels and iTunes improving search rankings and creating higher brand visibility. YouTube traffic increased 86%, podcast downloads increased 90%, Facebook traffic 90% and Twitter followers increased 94% over the last two years.

Worked with external programmers to resove online cart reliability issues and implement abandoned cart reports, providing opportunity for internal customer service staff to recover previously-lost cart transactions. Combined improvements increased online sales, on average, an additional $5,000 per week.

Introduced Google AdWord and remarketing campaigns, increasing unique visitor traffic by 85%.

Initiate email marketing program to communicate new products, corporate news and website offerings. Sales as a result of email blasts resulted in, on average $4,500 per broadcast.

Incorporate Google Analytics to better understand detailed metrics of site traffic, including pay-per-click and banner ad results, landing page strategies, conversions, keyword analysis and brand penetration.

Utilize proactive search engine optimization strategies such as XML sitemap submissions and online product feeds to Google, Bing and Yahoo increasing individual SKU visibility by 80%.

Created or curated and managed content across corporate and all LLC websites, for landing and product pages, blogs, social media, audio podcasts and online video.

Collaborated with internal and external resources to develop lead capture process from websites into custom CRM.

Implement rolling search engine optimization audits for all web properties to identify areas not in compliance with World Wide Web Consortium standards to improve search rankings, on average, five positions.

Led strategic reviews to benchmark/analyze current solutions vs. competition in order to develop transformational strategies and roadmaps to drive the development of industry-leading eCommerce solutions and services.

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Previous Positions Held:

Cascio Interstate Music – New Berlin, WI April, 2006 – November, 2006

Director of Marketing/eCommerce

Bruno Independent Living Aids, Oconomowoc, WI August, 2001 – April, 2006

Manager – Graphic Services/Webmaster

Education

University of Wisconsin – Milwaukee Milwaukee Area Technical College

Bachelors of Arts in Mass Communication Certificate in Desktop Publishing/Computer Graphics

Applications

Microsoft Office Suite Microsoft SharePoint Microsoft Expression Web Adobe Creative Suite – Photoshop, InDesign, Illustrator, Dreamweaver, Premiere, Flash, Acrobat Adobe Marketing Suite Final Cut Pro Ektron CMS400 Content Management System WordPress Quark Xpress SurveyPro SEOMoz SpyFu Google Analytics Hubspot Google AdWords and Bing pay-per-click campaign creation and management tools Atlassian JIRA (Agile) Versed in HTML, CSS, JavaScript, XML and Active Server Pages Experienced in Agile/Scrum project management environment

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