Sales Marketing
Resume:
Bill Hazelton
West Hills, CA 91307
Email: ****.********@*****.***
Profile
Passionate and highly driven digital marketing professional with over 16 years of driving growth in all aspects of digital marketing (paid & organic search, display & social media, wired & mobile marketing)
Extensive knowledge, hands-on experience, and exceptional team leadership in managing best-in-class search engine optimization (SEO), pay-per-click search management (SEM), content marketing, display (desktop and mobile) advertising, conversion optimization and web analytics
As an innovative thinker, a do-more-with-less attitude and an ability to deliver results in challenging environments, Bill has delivered on high performance online marketing strategies by setting concise goals with clearly defined objectives and timelines, and operating with a ‘no excuses’ level of accountability
Highly effective working directly with C-level executives in both B2C and B2B environments, across industries and business functions, ranging from IT and Finance to Operations and Marketing
Engaging communicator and comfortable presenting to executive management, outside vendors and internal departments to coordinate overall efforts and strategy
Professional Experience
Spirecast, Inc.
Managing Director: 2011 - Present
Developed highly profitable customer acquisition and performance marketing campaign strategies in e-commerce, financial, automotive, real estate, healthcare & entertainment verticals
Planned and implemented highly engaging social media marketing campaigns on social media platforms including Facebook, Twitter, Google+, Instagram and YouTube
Organized and managed online media buying in paid search, retargeting, RTB & DSP display, social media and native advertising channels utilizing 3rd party platforms such as Acquisio, Qwaya and TradeDesk for campaign management
Developed, implemented and managed highly successful SEO campaigns, requiring exceptional team leadership skills and deep technical knowledge of organic SEO that generated a wide variety of 1st page Google rankings in highly competitive industries
Organized and presented critical web analytics KPI data with customized dashboards and ad-hoc reporting from analytics service providers such as Google Analytics, SiteCatalyst and Omniture to help inform and drive decision-making
Extensive conversion rate optimization planning, design and implementation using A/B and multivariate testing to dramatically improve conversion rates
Directed content marketing strategy and outreach for paid, owned and earned media channels, which included hiring, training and managing a team of editors and writers
Increase Visibility
VP Search Marketing Services: 2009-2011
Wide range of digital marketing account responsibilities that included SEO technical consulting and strategic planning for multiple Fortune 1000 companies, resulting in 1st page rankings for clients such as Farmers Insurance, Home Depot and the U.S. Department of Health
Created, implemented and managed both organic and paid search account portfolio of 25+ clients, developing on-page optimization strategies and extensive keyword research plans
Developed effective strategic and tactical social media marketing initiatives to establish and maintain client presence on social media platforms such as Facebook, Twitter and YouTube, including online reputation management plans to monitor brand-related conversations
Managed relationships with external SEO product and service providers, including budgets, master service agreements and creative brief process
Evangelized, trained and supervised the sales team on the latest search tools, software applications, industry trends and SEO best practices
Responsible for web analytics reporting and analysis, which included Omniture, Google Analytics and WebTrends, providing actionable insights on behavioral metrics and recommendations to improve user experience and desired outcomes for customers
Optimum Interactive
VP Online Marketing: 2004 – 2009
Grew total company revenue to $3.7 million in total advertising and affiliate revenue
Responsible for a multitude of e-commerce, web design and online marketing duties for both client and in-house web site properties, including link building, lead generation and social media marketing
Managed email marketing strategy and campaign implementation utilizing 3rd party platforms MailChimp and aWeber, resulting in a 348% increase in online sales, 427% increase in customer awareness and significant re-engagement of inactive customers
Advanced link building planning and execution resulting in dozens of highly impactful one-way editorial links for both client and in-house web sites
Managed Google, Yahoo, MSN pay-per-click campaigns for dozens of search campaigns in a wide variety of industry sectors including personal finance, software, education and e-commerce totaling well over $1MM in paid monthly search spend
Fastclick.com
Director of Sales, Southwest: 2004
Surpassed quarterly sales quota targets for both display and PPC advertising products in 2004
Sold and managed highly successful performance-based advertising campaigns for advertisers such as Tickle.com, Jackpot.com and Full Tilt Poker
Used Fastclick’s proprietary technology to improve client’s campaign performance and grow average client account revenue by 30% month over month
Part of the sales team that participated in highly successful IPO in late 2004
Excite.com/iWon.com
Sales Manager, Southwest: 2003-2004
Responsible for managing and selling online display advertising account base in the Southwest for both direct and agency accounts including Ameriquest, LowerMyBills.com, and Homestore.com
Easily surpassed quarterly sales quota of $300K in every sales quarter
Grew quarterly revenue from $170K to over $300K and expanded total client account base by 205%
About.com
Senior Account Executive / Sales Manager, Southwest: 2000-2003
Responsible for sales and management of online display advertising that included such clients as Toyota, Hyundai, Hilton Hotels and Autobytel.com
Consistently outperformed year-over-year and quarterly sales targets
Played a significant role in the creation, launch and successful roll out of a new About.com “Autos” channel targeted directly at large Southern California-based automotive manufacturers
One of the first About.com account executives to sell About.com’s innovative PPC offering “Sprinks”, a product sold to Google in late 2002, evolving into their existing AdSense product
24/7 Real Media
Account Executive: 1999-2000
Responsible for selling the nation’s largest network of online newspapers including such sites as Boston.com, LATimes.com, DallasNews.com and WashingtonPost.com
Represented other branded properties such as GolfOnline.com, Internet Broadcasting Systems and Money.net for sponsorship and display advertising
Packaged one of the first multi-site integrated sponsorships which combined 17 different newspaper and branded media properties within the Real Media network
Part of the team that opened the first Los Angeles sales office for Real Media in early 2000
BSA Advertising
Account Executive: 1997-1999
Responsible for selling recruitment advertising products and services to BSA clients in Southern California for clients that included Toyota, Sony, Farmers Insurance and Boeing
Exceeded both offline and online sales quota for advertising sales in every quarter employed, exceeding targeted sales by an average of 23% each quarter
Responsible for internet strategy, online media and account planning for entire BSA client list in Los Angeles
Planned, built and sold the very first online media plans for BSA in 1999
Education
Bachelor of Science, Marketing
California State University, Northridge
Cum Laude
Professional Development
UC Irvine, Extension
Data Science & Predictive Analytics Certificate Program (ongoing)
Completed Coursework:
– Introduction to Predictive Analytics
– Big Data Analytics
– Business Intelligence & Data Warehouse
Technical Skills
– Google Analytics Certified Professional (GAIQ)
– Google AdWords Certified Professional
– Up to date with current web and SEO trends and technologies
– Extensive experience with Google Tag Manager, Google Webmaster Tools and Bing Webmaster Tools
– Extensive experience with CMS systems including Wordpress, Joomla, TypePad and E-Commerce platforms
Volusion, Shopify and Magento
– Experience with project management & CRM software such as Basecamp, Podio, SalesForce, InfusionSoft
– Software: Microsoft Office, Excel (pivot tables & vlookups), PowerPoint and Word
– Coding: Familiar with various scripting languages (HTML, XHTML, CSS, PHP)
Additional Skills
– Project and team management experience
– Advanced proficiency in online research, data collection and analysis
– Advanced writing, editing and proofreading skills
– Accustomed to multi-tasking and deadline-driven environment
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