Quality Assurance Marketing

Dawn Kesterson

**** *** ****** ( Wyandotte, Michigan 48192 734-***-**** (

abh615@r.postjobfree.com

Decisive, analytically minded professional with proven record of success

delivering creative, digital media solutions, with special expertise

utilizing technologies to support building and maintaining highly

productive client relationships. Adept strategist with strong knowledge of

Internet marketplace trends, technologies, and strategies, skilled in

gathering and dissecting analytics to support, develop and evaluate

effective promotional programs and campaigns. Effective communicator able

to access and comprehend key data points and translate technical terms and

processes into an easy to understand presentation.

Core competencies include:

Project Management / Implementation Market Research &

Data for Strategic & Tactical Marketing Statistical Reporting

Cost Reduction & Avoidance Marketing Analysis /

Web Analytics / Tools / Efficiency Process Optimization

Social Networking/Facebook/Twitter/LinkedIn eCommerce Merchandising

Email & Direct Mail

Retail & Hotel Management Experience Campaigns

Professional Experience

Freelance Writer March 2010 - Present

Examiner, Detroit, MI

Freelance writer for local community colleges

WEB ANALYST, 2007 - June 2009

SUBURBAN MOBILE AUTHORITY FOR REGIONAL TRANSPORTATION, Detroit, Michigan

Administer and managed Web site presentation, content and functionality to

ensure ease of use, efficient operation, and optimal productivity. Design

and implement improvements, streamline efficiency, monitor performance, and

maintain Web site in conjunction with colleagues. Identify and implement

initiatives in revenue growth and cost savings, including development,

measurement, and analysis of projects. Monitor and correct website errors.

Analyze site traffic patterns to identify ways to ensure quality customer

experience and increase interaction and feedback. Compile and analyze key

metrics, measuring and reporting results, continually looking for

optimization opportunities.

Selected accomplishments:

. Saved $800,000 and created more user-friendly environment through

recommendation and utilization of Google Transit software.

. Initiated and implemented use of Google Analytics to track page views

and traffic patterns and generate feedback to for Web content

modification to better meet customer needs.

. Enhanced overall Web site traffic by 19% in two months through design

enhancements that increased functionality.

. Incorporated marketing campaigns for local and seasonal events which

drove increased Web traffic on news and information pages 87% and

created increases in ridership.

WEB CONTENT MANAGER, 2006 - 2007

RAE'S GIFT SHOPPE, Wyandotte, Michigan

Manage digital media merchandise pages and update content with new

products. Monitored links and Web pages for functionality and made

corrections. Monitored all site activity using Google Analytics to drive

traffic and to increase sales and ROI.

WEB CONTENT ADMINISTRATOR, INTERNET MARKETING, 2001 - 2006

MARKETING ASSISTANT, 1999 - 2001

PUBLIC RELATIONS ASSISTANT, 1997 - 1999

AUTO CLUB GROUP, Dearborn, Michigan

Promoted through series of progressively responsible interactive marketing

positions and charged with oversight, management, and maintenance of daily

interaction and quality assurance for public Web site and intranet, serving

members and staff in five states. Designed, coded, and collaborated with

cross-functional teams to create and launch Web site from conception

through testing and quality assurance. Produced and coded email promotions

to stimulate and drive new and existing member traffic. Utilized Webtrends

to track traffic patterns, site activity and gather statistical data to

study and determine effectiveness of marketing campaigns. Reviewed,

compiled and prepared results from consumer surveys. Formulated solutions

and devised effective alternatives to improve future campaigns. Presented

recommendations for change to other departments and senior management.

Selected accomplishments:

. Improved ease of us and enhanced overall look and feel of travel Web

site to ensure maximum functionality and quality of customer

experience.

. As Marketing Assistant, Provided member support, tracked and

troubleshot direct mail campaigns, generated statistical data to

support sales and marketing representatives and developed marketing

pages for Intranet.

. As Public Relations Assistant created and maintained databases and

mailings lists, conducted research for writers, and worked weekends in

broadcasting, providing analytics on traffic and special events.

Education & Credentials

Web Development - Henry Ford Community College, Dearborn, MI (NWLB)

Henry Ford Continuing Education Course

- Top SEO Rankings

MBA in Marketing - Baker College, Flint, Michigan (2007)

BBA in Business Management - Northwood University, Saginaw, Michigan (2002)

Professional Development Coursework

Courses in HTML, CSS, Photoshop, MS Access - Henry Ford Community College,

Dearborn Heights, Michigan (2004)

Affiliations

International Webmasters Association, Member (2007)

Technical Proficiencies

Languages: HTML, CSS, JavaScript

Graphics: Photoshop, Flash

Tools: Dreamweaver, Microsoft Front Page and Office Suite

(Excel, Word, Outlook, PowerPoint)

Analytic: Google, WebTrends

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