Marketing Social Media

Andrea Berberich

*** ********* ***** • San Jose, California 95117

******.*****@*****.*** • 408-***-**** c

Integrated Digital Communications and Marketing

Program Management / Content Strategies / Lead Generation

Highly accomplished Digital Communications and Marketing Professional with strategic and hands-on experience developing, managing and executing successful programs in alignment with business objectives. Skilled in creating highly effective content and incorporating effective lead generation tactics to increase visits to all web properties. Talented at building and implementing sound content marketing strategies by leveraging a proficiency with identifying media opportunities and a strong analytical approach. Known for being an articulate communicator with proven success interacting with colleagues, senior management, and vendors. Key marketing strengths include:

B2B & B2C Digital & Social Initiatives

Digital Content Strategies & Optimization

Demand/Lead Generation Integration

SEO/Search Marketing & Strategies

ECM Integration & Digital Distribution

Introduction of new/advanced web technologies

SEO Copywriting, Editing, and Creation

Social Media & Mobile Integration

Web Presence Optimization (WPO) Evangelist

Analytics, Reporting & Dashboards

Professional Experience

Flex – San Jose, California

Digital Marketing, SEO, and Analytics (07/2015 to Present)

Managing all aspects of Web Presence and Operations, Digital Marketing activities & Engagement, SEO/Search, SEM & Analytics, Social Media Channels, Basic experience with HTML5, JavaScript & CSS; CMS: Drupal 7, WordPress, AEM, etc.

Tools: Pardot, BrightEdge, Google Apps, Atlassian Jira, Asana, Trello, Eloqua, Screaming Frog, SearchMetrics, CRM: SalesForce and Siebel

Selected Contributions:

Successful switched destination domain from https://www.flex.com to a naked domain https://flex.com, the term “Flex” & https://flex.com is now showing consistently on the 1st Google SERP globally. Doubled the numbers of visits and tripled the page views since the switch

Create and repurpose content for flex.com and microsites

Collaborate on Digital and SEO programs to incorporate them into Flex website properties

Integral part of the launch of the new domain flex.com website in Jan’17 that doubled the numbers of visits

Collaborate with agencies, partners, contractors and in-house team on content creation with various platforms and formats

Train content creators on content strategy (buyers’ journey) and content creation with SEO in mind, integrated marketing tools, social messaging and traditional marketing to build consistency throughout all channels

Manage analytics for websites and for social media channels

Piloted and measured Quora.com as an additional social media channel and concluded Quora was a solid option

Provide ongoing SEO on-and-off page optimization strategies and repurpose content for various assets and channels

Set optimization standards for web pages, social media channels, sales presentation, YouTube videos, images, and PDF files

Monitor Google, Bing/Yahoo, Yandex, Naver and Baidu search consoles, Google My Business, Google+ pages

Introduce advanced digital technologies: structured data, AMP, PWA, Voice Search and SERP-less Search

Stanford Health Care (SHC) – Stanford, California

Digital Marketing, Engagement, and Analytics (05/2014 to 07/2015)

Managed all aspects of optimization and lead gen. activities in Digital Mktg. and Engagement. Recommended and monitored implementation of web performance technologies. Provided extensive training for on-page and off-page optimization. Experience in HTML and AEM, BrightEdge, and ZoomRank; Analytics tools such as Google Analytics (GA) and Adobe Analytics.

Selected Contributions:

Managed day-to-day Web Presence Optimization (WPO), Lead Generation, Social Media, Mobile and Analytics

Worked with the tech and development team/agencies to integrate essential optimization goals into common sense technical release phases, which increased visits and engagement with the stanfordhealthcare.org website

SEO audits - worked with content and creative teams to integrate on-page SEO best practices

Recommended and integrated local search optimization (Google and Bing/Yahoo my business)

Initiated optimized campaigns by aligning keywords phrases with traditional marketing

VMware – Palo Alto, California

SEO Manager and Adobe Analytics (contract via Advantage) (8/2013 to 05/2014)

Integral in driving innovation and implementation of business-critical SEO improvements to VMware.com, communities.vmware.com and store.vmware.com.

Selected Contributions:

Performed ad-hoc SEO audits for all vmware.com websites

Managed webmaster tools such as Google, Bing/Yahoo, Naver and Yandex

Educated BUs on how to do keyword research, discovery and competitive analysis

Trained Intl. Web Managers to integrate SEO best practices and Social Media into language websites

Developed SEO integration into launch process and created SEO on-page guidelines

Tracked, reported and analyzed SEO Performance on a monthly/quarterly and annual basis

Worked with the Web IT, Web Producers and Interactive Team to integrate innovative metadata for future search engine algorithm adaptability such as structured data with schema.org guidelines, Open Graph, authorship, etc.

Managed SEO related projects and programs for vmware.com sites

Managed and setup dashboards on BrightEdge and Adobe Analytics

Cisco – San Jose, California

Senior SEO/Search and Google and Adobe Analytics Specialist (contract via TEKsystems Inc.) ( 4/2012 to 8/13)

Recommended SEO/SEARCH strategies and best practice to Cisco business units (BUs) such as Collaboration, TelePresence, Data Center, Video, Security, Wireless, and Borderless Network for companywide marketing campaigns and website updates Selected Contributions:

Improved overall PageRank for Cisco domain by recommending basic SEO strategies and training web personnel and content contributors in SEO best practices to “think SEO” when creating marketing strategies and updating content

Performed daily SEO editing, SEO copy-writing, and advised on SEO content marketing and brand awareness

Recommended SEO Mobile, SEO Mobile editing and created Mobile meta description

Emphasized social media and mobile technology integration (Responsive Web Design) with semantic web in mind

Introduced new web methods, such as snippets, microformats, Google merchant accounts, etc.

Consulted on the AEM (Adobe Experience Manager) implementation efforts and assisted in creating use cases.

Assisted with content migration strategies, website architecture flexibility, automation, cost reduction, and ease of use

Google, Inc. – Mountain View, California

Language Expert and Google Apps Specialist (contract) (6/2010 to 04/2012)

Collaborated with Maps Engineering team to troubleshoot proprietary Google Map tools; analyzed the newest version of the tool to identify variances and functions of different versions. Interfaced extensively with senior leadership to discuss ongoing training; tested AI (Artificial Intelligence) and ML (Machine Learning) technologies on propriety Google Map tool

Avago Technologies, a Broadcom Limited Company – San Jose, California

Senior Digital Marketing, Lead Gen. and Analytics (1/2005 to 3/2008)

Oversaw diverse online marketing activities, including managing websites, marketing program launches, site upgrades, and improvements; planned and coordinated all project phases, ensuring timely completion of deliverables. Compiled and evaluated key web analytics; managed Search Engine Optimization (SEO) and Search Engine Marketing (SEM) activities. Delivered training sessions and support regarding online marketing. Developed training materials for new applications and existing CMS system. Supervised four direct reports. Served as a proactive member of the Data Privacy Council and Brand Governance Committee

Selected Contributions:

Established and maintained relationships with third party vendors, including vertical search engines and search

Key role in developing and enhancing look and feel of the website, allowing engineers to locate business-critical information quickly, and to dramatically improve visibility through organic search by recommending SEO strategies

Championed SEO/SEM initiatives, including email campaigns, website cross marketing, channel marketing, landing pages, webinars, press releases, PPC on vertical/general search engines, and surveys

Altera Corporation (now part of Intel) – San Jose, California

Senior Digital Marketing and Project Lead 3/1999 to 12/2004)

Managed project planning, monitored schedules, and ensured on-time completion of deliverables. Coordinated content management workflows and product releases in collaboration with content owners based globally throughout the US, UK, Japan, and China; ensured adherence to corporate design standards. Devised new document processes and procedures related to use of TeamSite (CMS), and developed comprehensive optimization training programs for all content contributors

Volunteering

Digital Marketing consulting (including Optimization Audits)

DealAcceleration.com – San Jose, California; (11/2015 to Present)

Peerlyst.com – San Francisco, California; (6/2013 to 6/2014)

Education and Credentials

Master of Science in Nutrition Clayton College – Birmingham, Alabama

Bachelor of Art in Education Fachakademie Für Sozialpädagogik – Germany

Professional Development and Training

BrightEdge Professional Certificate ~ Social Media Certificate Program ~ Technical Communications Certificate ~ Web Authoring / Multimedia Certificate

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