MICHAEL D. LARSEN
SKILLS & EXPERTISE
●Extensive On-Page/Off-Page Optimization Expertise
●Strong Technical SEO Skills
●Excellent Keyword Research Skills
●Extensive Experience utilizing Google Analytics
●Deep Understanding of Analytics and Data Driven SEO
●Excellent Copywriting Skills
●Excellent HTML and CSS Coding Skills
●5+ Years Managing Successful Google/Bing PPC Campaigns
●Social Media, Newsletter and Email Campaign Management
7+ Years Experience as an Enterprise Level SEO Specialist
Utah Addiction Centers Eagle Mountain, Utah
Digital Marketing Director October 2013- Present
●Lead business development and the origination of acquisition strategy through digital marketing efforts for Utah Addiction Centers resulting in $0-$3M revenue growth in 5 years with 90%+ growth attributed to digital media.
●Oversee cumulative acquisition and brand strategy on behalf of UAC inclusive of all multi-channel Digital (affiliate/search/social/SEO/content) Business Development.
●Lead annual pre-event plans, status of programs, post program recaps, budgets, demand/fulfillment forecasts, attribution, ROI, and cumulative digital analytics.
●Head all marketing research in demographics and psychographics for business development and established the brand, web marketing, and patient base engagement.
●Lead and oversee all brand and acquisition channel based digital planning/buying/optimization strategy on behalf of Utah Addiction Centers
●Manage Utah Addiction Centers associated brand agencies on behalf of various digital/marketing channels.
●Own all call-tracking, landing page, and campaign optimization and strategy
Purch Media Salt Lake City, Utah
SEO Manager August 2010- September 2013
●Lead, implement, and optimize company SEO while managing the effectiveness of SEO and marketing programs in terms of traffic.
●Developed, managed, and grew internal brand site traffic space.com and lifescience.com as SEO and social media manager.
●Increased Space.com followers by 816% and Facebook followers by 1566% through optimizing content and engagement strategy.
●Effectively led and optimized keyword research strategy and directed content recommendations with content team.
●Implemented white hat SEO practices including but not limited to keyword analysis, on-page optimization, off page optimization using tools such as word tracker, keyword discovery, Google keyword tools, meta tags optimization, page headings, page content optimization, image optimization, hyperlink optimization, new service page creation, XML sitemap creation and submission, robots file creation/optimization.
Sensory Sweep Salt Lake City, Utah
Producer August 2007- January 2009
●Direct and lead strategy on behalf of all RFP submissions and new business development partnerships across multi-channel tactics
●Lead daily scrum meetings with internal development teams
●Direct design and technical teams and oversee brainstorming design phase/technical specification and subsequent writing of design specification
●Develop and maintain project plan and schedule (MS Project)
●Research review and write competitive analysis for all major competitive products in each category
●Work with team leads to ensure all phases of production from concept through testing and submissions are completed successfully
●Direct and oversee product testing and participate as a steering committee member to review and critique all projects
●Responsibility for corporate and product website SEO/SEM activities and campaigns
Targa Media Salt Lake City, Utah SEO/SEM Campaign Specialist November 2005-August 2007
●Provided top 10 results placement for client portfolios
●Obtain 1st page search results for top 25 -50 competitive key phrases per portfolio
●Research and identify key PPC campaign opportunities- launch, monitor and adapt PPC campaigns based on ROI and changing market trends
●Create relevant optimized content for all campaigns, including landing and product pages, newsletter, press releases, articles, social media, print campaigns, etc.
●Monitor, analyze and report all valuable metrics and statistical performance data-recommended changes to campaign strategies based on performance data
LMD LTD. Salt Lake City, Utah Marketing Agency SEO Campaign Manager June 2002- November 2005
Electronic Arts – EA Sports Vancouver, BC Canada Line Producer- FIFA Franchise October 1997- March 2002
Lead designer and head of production for EA SPORTS FIFA Soccer, the #1 selling interactive sports title in the world.
Disney Interactive Burbank, CA Senior Producer April 1995- April 1997
As a senior Producer, I provided creative direction and training to Producers and Designers and managed Game Break franchise. I also directed the design concept and overall game-play designs for these titles as well as an original IP Concept entitled Moonlight Princess which was a Japan Only release collaboration between Disney Interactive and Sega of Japan.
Sega of America Redwood City, CA Senior Producer January 1993- March 1995
The Learning Company Fremont, CA Senior Producer November 1990- January 1993
Planned, managed and directed a large multi-disciplinary development team to successfully complete the first simultaneous cross platform development of both PC and Macintosh versions of 3 separate game titles, saving the company development costs of more than $500,000.00 per title and resulting in a 30% increase in sales due to simultaneous launch of all platforms.
Sierra On-Line Oakhurst, CA Lead Application Programmer May 1988- October 1990
●Application Programmer on Space Quest 4, Police Quest 3, Leisure Suit Larry
●Lead application programmer on Police Quest 1