Years Experience Marketing
Resume:
Z ane R ath w ick
Ladera Ranch, CA 92694
****.********@*****.***
P rofessional Summa ry
** ***** ********** ******** *** aspects of building, maintaining and promoting web sites.
I have had the unique opportunity to gain experience in both IT and Marketing, and am
able to communicate effectively with either group. On the IT side, I have managed site
l aunches, re-launches, acquisitions and integrations. On the marketing side, I have several
years experience profitably managing $10 million+ PPC accounts, as well as optimizing
SEO to drive incremental t raffic.
Experience
Autobytel, I nc Jan 2009 - Oct 2010
Vice President IT Development
Responsible for overseeing all facets of development from architecture to implementation.
G roups managed included Web Development, Contracts and Billing, Reporting, Search
A nalytics and Lead Routing. Technologies managed include ColdFusion, ASP, C#, MSSQL,
Delphi and Crystal Reports.
Key Accomplishments:
• Replatformed MyRide.com which led to an immediate annual savings of $650,000
• Relaunched Autobytel.com with a new look and new functionality
• Launched iControl which allowed real-t ime control of lead mix as well as ROI
reporting
• Implemented Quality Advantage System for our leads product
• Launched AutoPilot buying service
• Developed PPC t racking and reporting system which led to a 10x increase in leads at
a h igh ROI
• Developed page-view and lead reporting system which allowed us to tune t raffic and
reduce expenses while increasing advertising ROI
• Built a new car configurator
• Created a video-search site utilizing YouTube API
• In tegrated other social content utilizing Facebook, Flickr, Twit ter and other APIs
• In tegrated new third-party data providers including Autodata, Kelley Blue Book and
E dmunds
• Developed SEO content mat rix and meta-tag administration system
• Built custom architecture to allow for SEO-friendly URL schema
K elley Blue Book May 2007 - Jan 2009
Director, Online Marketing
Managed teams for both paid and natural search for the kbb.com web site.
Key Accomplishments:
• Managed an $8 million PPC budget
• Developed PPC t racking, reporting and bidding system that more than t r ipled t raffic
w hile moving from a negative ROI to a highly positive one
• Implemented site-wide changes that led the site from less than 100 pages listed on
Google to several million
• Doubled natural search t raffic in a declining automotive market
• In tegrated social media services such as Twit ter, Facebook and YouTube
• Worked with the editorial department to develop a content release calendar to
maximize our presence online, particularly around t imely events such as auto shows
and vehicle launches
Local.com Oct 2006 - May 2007
Sr. Director, Online Marketing
Managed teams for both paid and natural search for the local.com web site.
Key Accomplishments:
• Managed a $10 million PPC budget
• Developed PPC t racking and reporting system that showed that the current vendor
was losing money for the company, and quickly brought PPC management in-house
• Built a bidding system that helped increased PPC t raffic tenfold while moving from
a negative ROI to a positive one
• Implemented site-wide changes that doubled natural search t raffic while increasing
advertising ROI by focusing on the most important keywords and geographies
Autobytel, I nc. Jan 2005 - Oct 2006
Sr. Director, Online Marketing
Created a new department responsible for overseeing all aspects of paid and natural search.
M anaged a team of SEO and PPC experts as well as a dedicated team of developers
responsible for implementation.
Key Accomplishments:
• Managed a $12 million PPC budget
• Developed "Black Condor", a cutting-edge real-time bidding and reporting engine
w hich led to an annual gross profit of $6 million
• Generated over 65,000 leads per month
• Drove over 50% of monthly advertising page views
• Created a dynamic landing page system that generated self-optimized pages based
u pon the keywords searched
A utobytel, I nc. Mar 1998 - Jan 2005
Director, IT Development
Responsible for overseeing all facets of development from architecture to implementation.
G roups managed included Web Development, Contracts and Billing, Reporting, Dealer
CRM Tools and Lead Routing. Technologies managed include ColdFusion, ASP, C#,
M SSQL, Delphi and Crystal Reports.
Key Accomplishments:
• Developed yield management system which resulted in an immediate addition of $5
m illion to the bottom line
• Named inventor on online auction patent #7219080
• Sole inventor on pending patent for "Dynamic Content Placement"
• Oversaw integration of multiple acquisitions
• Developed what have become industry-standard tools for the online automotive
sector
• Implemented template-based site architecture that drove the core Autobytel web
p roperties as well as hundreds of custom affiliate co-brands
I mation/3M Corp Jun 1997 - Mar 1998
Lead Developer
Responsible for designing and developing their next-generation Raster Image Processor
(RIP). Technologies managed include Delphi and C++.
Key Accomplishments:
• Took a project that was already a year late and over budget and rebooted it
• Within six months the project was functionally complete, and within nine months it
was launch-ready
Education
California State University, Fresno
BS, Marketing 1990
Resources
ht tp://www.google.com/patents?vid=USPAT7219080
ht tp://www.globenewswire.com/newsroom/news.html?d=157573
ht tp://www.autobytel.com/images/newsletters/march/pdfs/zane.pdf
ht tp://directmag.com/searchline/Autobytel_search_marketing/
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