Digital Strategist, Digital Analyst, Digital Optimization

Patricia (Rochelle) Williams

*** ***** ******* #*

San Antonio, Texas 78212

727-***-**** (Cell)

*******************@*****.***

Objective

I am looking for a Digital Strategist position with a company that thrives on innovation, audience growth and retention, customer service, business KPI and revenue in an environment of collaboration, creativity and commitment to excellence.

Experience

Project Manager/Analyst: Contractor. Rackspace – June 2015-March 2016

Review, prepare, analyze and deliver actionable recommendations in via analytics and other tools in collaboration with Paid Media, e-commerce and internal stakeholders based on audience-focused behavioral targeting that lead to growth, expansion and retention of customers.

Digital Consultant: Specializing in Audience growth, development and analysis: April 2013-present

Review, analyze, consult and make recommendations to small and businesses on best practices, online marketing practices including SEO, web design and product placement to maximize and retain audience conversion.

HSN.com Digital Merchandising - Contract: Content Producer -October 2012-March 2013

In collaboration with HSN Electronics digital merchandising team and technology teams, responsibilities included real-time analytics analysis and recommendations to merchandisers, television and digital sales teams based on daily hourly sales conversion metrics, A/B testing to determine product placement and design on the hsn.com and mobile (mac and android-based) application websites. Audience evening and weekend targeting and recommendations including increased mobile presence resulted in 40 percent year-over-year increase in electronics digital sales.

Valpak, Senior Research Analyst – December 2011-June 2012

New digital position was tasked with overhauling existing Site Catalyst implementation, analysis and recommendations to the technology team with focus on compliance analysis and industry best during process of re-design of Valpak.com online site. Additionally I performed e-mail analysis to confirm e-mail recipients and prepared and presented recommendations to senior management and e-mail team. Other e-mail-related analysis included A/B testing plan to retain and increase e-mail clients. Analysis also included the preparation of spreadsheets, dashboards and competitive analysis with ComScore and other Valpak proprietary analysis tools.

Media General – 1997-2009

Florida Communications Group – Audience Specialist/Web Researcher, 2008-March 2009

Customized and analyzed Omniture real-time data analysis tools for behavioral targeting, forecasting and testing of real-time audience analytics to drive audience and revenue. Key business objectives included multivariate, segmented and strategic analysis of online audience to vice-presidents and corporate management.

Web Audience Specialist – TBO.com, 2005-2007

Experience includes local and corporate reporting of audience pathing, trending, SEO via Google AdWords, A/B and multivariate and competitive analysis, forecasting and recommendations to finance, editorial, marketing, sales, and operations.

Verticals/Features Producer – TBO.com, – 2002-2006

Project development of key verticals included careers, real estate, auto and creation and implementation of special multimedia packages.

Lead Breaking News Producer/Health Editor/Multimedia Producer, TBO.com, 1997-2002

Lead breaking news producer, coordinator, and award-winning writer and editor of multi-media online packages in partnership with The Tampa Tribune and WFLA, News Channel 8.

Education

Bachelor of Arts, English Literature, University of Illinois- Urbana-Champaign with minors in business, history and cinematography/film study.

Skills

Team-building, multimedia production, writing, editing, analytics and user behavior; audience segmentation and targeted analysis including Adobe Site Catalyst, Test & Target, Coremetrics, WebTrends, Google Analytics, ComScore, Nielsen Online and MS Office applications including PowerPoint and Excel.

Awards

Sigma Delta Chi Award: Society of Professional Journalists; Best of Online, Green Eyeshade Award; Society of American Journalists.

References

References are available upon request.

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