Manager Marketing
Resume:
SHERRY
WIEDERSPAN
***** *. ******** **., ******, CO. 80016
******@**********.***
https:/www.linkedin.com/in/swiederspan
SUMMARY
Since 2006, I’ve been an active Certified Adwords Professional and Google Partner. I’ve been marketing localized campaigns for clients nationally and internationally with platforms like Google Adwords, Google Analytics, Bing, Yahoo, LinkedIn, Facebook and YouTube. I take great satisfaction in working hard with clients to obtain their goals.
EDUCATION
Google Adwords Certified Professional & Partner
Florida Dept of Business Profession Marketing
Grant MacEwan University Information Technology
SKILLS AND TECHNOLOGY
Google Partner certified in:
Google Analytics Individual Qualification
Google Ads Search Advertising
Google Ads Mobile Advertising
Google Ads Video Advertising
Google Ads Shopping Advertising
Google Ads Display Advertising
Auditing search accounts
SEM Platform Experience:
Google Adwords
Google Analytics
Bing
Gemini-Yahoo
Paid social advertising:
Facebook/Instagram
SEM design, development, A/B testing and day-to-day optimization
SEM Google Display Networking and Remarketing
SEM Budget forecasting, pacing and planning
Agency level experience
Strong analytical and reporting skills
Tools:
MS Office; Excel Pivot Tables; Power BI
Hubspot
Silverpop
Basecamp
SpyFu & MOZ
Unbounce & Wordpress
Bid Management tools
Manage relationships with search engine representatives and staying up-to-date with industry search trends
EXPERIENCE
MANAGER/PARTNER, SEARCH ENGINE MARKETING Reach Digital Marketing
JANUARY 2001 – TO PRESENT
As a freelance contractor and partner at Reach Digital, I’ve helped several clients grow their online presence through paid digital marketing. The paid media spend I managed annually, ranged from $100k to $12M. A complete list of my clients and job descriptions follow.
Search Engine Marketing Manager American Sentinel University http://www.americansentinel.edu/
FEBRUARY 2013 TO FEBRUARY 2018
American Sentinel University (ASU) is a leading for-profit online university focusing on Nursing degrees. My goal was to obtain quality web leads for their enrollment program. To better understand the universities goals and objectives, I analyzed their degree programs and audited the existing paid search accounts. I collaborated closely with the marketing team, researched competitor websites and utilized keyword tools to help with the design and development of an online paid search and social marketing program. The campaigns were launched in Google, Bing, Yahoo, LinkedIn, YouTube and Facebook. The day-to-day management included all strategic and technical aspects of the program. Website and campaigns were A/B tested frequently using Unbounce and Google Experiments. Analyzed competitor keywords & positions using Spyfu along with user queries to help obtain better qualified leads and search engine optimization positions and frequency – MOZ was also used for meta additions. Optimized display-based advertising through the Google Display and third-party networks, including remarketing and audience segmentation. Bidding optimization techniques were used to meet budget and lead goals. Weekly meetings with the marketing team and director involved reporting and communicating the learnings and applications. Created custom reports with Excel pivot tables and Power BI using data from Search Engines API, Google Analytics and Silverpop digital marketing platform for CRM data. Reports included projections and in-depth analysis of keywords, ad text and landing pages. Manage bi-weekly meetings and relationships with Google, Bing and Yahoo representatives. YOY the marketing program helped decrease enrollment costs by 70% and grew enrollment rates by 200%.
Manager, Digital Marketing Healthcare Learning Innovations https://healthcarelearninginnovations.com/educational-simulations/
DECEMBER 2016 TO JUNE 2018
Healthcare Learning Innovations (HLI) builds innovative learning environments for nursing faculties and healthcare clinics. The marketing objective was to gain brand exposure and awareness of their simulated online software tool to selected audiences like nursing and healthcare educators. A new paid search marketing plan was designed and launched in Google, Bing, LinkedIn, Facebook and Youtube. Day-to-day management included continuous optimization with landing page/ad/keyword testing, remarketing, competitor research identifying keyword opportunities, improving SEO frequency and bidding optimization to help aid in lead growth. Hubspot was used as the marketing automation platform and CRM. Weekly meetings with HLI’s marketing manager and president included detailed reports and communicating results and recommendations for improvements. Quarterly, leads are increasing by approximately 50%.
Search Engine Manager/Analyst Genesee Academy
JANUARY 2015 TO FEBRUARY 2017
Genesee Academy is the only National certifying entity for the Data Vault Modeling approach. They provide world class training for Data Warehouse Business Intelligence (DWBI). Beyond storing data, they focus on data integration, defining data through information models. An impressive client list includes top names such as: Volvo, Microsoft, Fortis, H&M, ING and Nespresso. Genesee approached us with their mission to establish a unique and specialized presence on the web for their award-winning DWBI solution while effectively promoting it to their target demographic classes. We created mobile/PC responsive websites using branding elements and a fresh dynamic modern appearance. We rolled-out a custom SEO/SEM strategy with tightly constructed PPC campaigns to capture the most qualified demographic leads using Google Adwords & Bing platforms. Localized global campaigns were launched in Stockholm, Berlin, Dusseldorf, Munich, Oslo, Helsinki, London, Rome, Wellington NZ, Brisbane, Sydney, Melbourne, Belgium, Amsterdam, Poland. Our marketing efforts supplied classroom students and aided in the growth of their on-line school.
Search Engine Marketing Manager Van Education Center http://www.vaned.com/
OCTOBER 2014 – NOVEMBER 2015
VanEd school delivers high-end quality online courses and training for Real Estate Licensing and Continuing Education. Since 1997 they have licensed over 28,000 students and 48,000 continuing education students.
I helped provide resources necessary to attract and retain students in an increasingly competitive digital environment.
An extensive Keyword research was conducted to ensure only meaningful search phrases were being targeted. Efforts included paid search campaigns, content marketing, display advertising, mobile advertising and retargeting using Google Adwords, Bing and Yahoo platforms.
ROI was increased from 50% in Q1-2014 to over 300% in Q3-2015. Monthly leads increased by 239% and cost per lead decreased by 235%.
Search Engine Marketing Manager Career Education Corporation http://www.careered.com/
SEPTEMBER 2008 – DECEMBER 2013
CareerEd (CEC) is an educational services company providing degree programs. The universities of the Career Education family include American InterContinental University (AIU), Colorado Technical University (CTU), Le Cordon Bleu College of Culinary Arts (LCB), Sanford-Brown and other campuses. I managed LCB, CTU and Sanford Brown paid search campaigns.
Managed all strategic and technical aspects of the paid search engine marketing for 13 Le Cordon Bleu campus’s, Colorado Technical University and Sanford Brown. We designed and launched aggressive lead generating paid search campaigns in in accordance with CEC’s strict legal guideline policies, budget and cost per lead goals. Trained and led a team of junior analysts responsible for assisting on the account.
YOY leads increased by approximately 30% per year.
Search Engine Marketing Manager Netquote
http://www.netquote.com/
JUNE 2001 – AUGUST 2004
On-line lead generation company that partners with Insurance agents and connects with users offering the insurance industry’s largest agent network. Insurance areas targeted are Auto, Home, Renters, Business, Life, Health and Group. It’s the most visited insurance shopping site on the web. I Managed the Affiliate Program and all SEM Channels (Google, MSN & Yahoo). An aggressive paid search campaign structure was launched focusing on high quality traffic at a significant return on investment. Continuous refinements generated hundreds of leads daily. The growth during this period led up to NetQuote’s acquisition in 2004 by a group of outside investors. The company had grown from a small business to one of the most recognized internet-based companies at the time of its public sale at $100 million. The successful acquisition consideration was based on budget, leads and CPC goal deliverables.
VOLUNTEER EXPERIENCE
PTO President Cherry Creek School District, Creekside Elementary
May 2008 – May 2010
Responsible for all Committees, finances, fundraising, meetings, parent council and school liaison.
Troop Leader Girl Scouts of Colorado Troop 2699
May 2007 – Present
Responsible for all troop planning, recruiting, finances, fundraising, events, awards and programs.
PTCO Secretary Cherry Creek School District, Grandview High School PTO
May 2016 – Present.
Responsible for all PTO meeting minutes, maintaining and training new members on the digital filing system Google Site and Google Docs.
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