JILL COLELLO

Tarentum, PA ***** ad1tpc@r.postjobfree.com 610-***-****

https://www.linkedin.com/in/jill-colello-6664a86/

Executive Level Summary

Highly innovative, technical, and strategic e-Commerce marketing professional with extensive years of experience in B2C digital merchandising and marketing, web analytics, and online customer experience. Excels in business growth and innovation, market research, strategic planning, content management, and customer relations. Brings invaluable experience steering marketing strategies and ad campaigns in diverse industries and a variety of digital channels including website, mobile, and email. Excellent communicator with expertise in building and solidifying professional relationships with existing and potential customers, colleagues, and stakeholders.

CORE COMPETENCIES

Digital Marketing

Taxonomy

Content Marketing

Site Merchandising

SEO & Paid Search

Vendor Management

HubSpot

e-Commerce

Google Analytics

Adobe Analytics

Coremetrics Digital Analytics

Adobe Experience Manager

Sitecore

MS Office

Business Analysis

B2C Marketing & Sales

Market Research & Trends

Data Analytics & Reporting

User Experience

Strategic Planning & Execution

Project Management

PROFESSIONAL EXPERIENCE

Shopping Policy Analyst, Google (Contract) April 2020 - Present

Manage SEO, onsite search and merchandising of Google Shopping.

Responsible for quality assurance of vendors and merchandise within Google Shopping.

Review content and sites for policy compliance

Collaborate with cross-functional teams to enhance Google tools

Responsible for merchandising product across multiple categories

Digital Content Manager, BarkelyREI (Contract) September 2019 - April 2020

Collaborated with many stakeholders to secure content, images, and develop website redesign. Ensured full website migration utilizing Kentico CMS.

Migrated, edited, and selected templates for website content.

Ensured quality review, image optimization, SEO and alt image tag creation

Executed a marketing campaign for the launch of the new site including email, an onsite blog explaining the new

functionality, changes in hierarchy and addressing FAQs.

Digital Marketing Consultant, Project Management Institute (Contract) January 2019 - September 2019

Identified pain points and obstacles for workflows inside marketing. Partnered with cross-functional teams to build new streams of process.

Created a strategic digital marketing plan for certifications, online learning, and membership programs.

Developed multiple digital marketing campaigns to support on-site summits, and webinars. Campaigns focused on success stories of customers who has taken courses and/or became certified thru PMI.

Collaborated with stakeholders to identify strengths and weaknesses in organic traffic, email campaigns, social, and paid search.

Planned and executed A/B and multi-variant test plans for website pages and email campaigns, focusing on segmentation of our target audiences.

Presented detailed plans of recommendations to upper level management for projected KPIs.

Senior eBusiness Analyst, AAA Alliance November 2015 - January 2019

Managed all online content for Automotive, Financial Services, Distribution, and Driver’s Services and managed five distinct subdomains with regional content, URLs, and tracking thru Sitecore. Merchandised all products and services under the AAA membership upselling and cross selling across multiple business lines.

Created strategic content plans for a merger of two AAA clubs and simultaneously redesigning a new website in Sitecore. Audited existing content, and created new and relevant content for articles, images, blog postings, videos, forms, and surveys. Designed and built landing pages with relevant tagging, ensuring a consistent brand experience across all business lines. Instituted a new SEO strategy to match redesign efforts.

Performed and evaluated A/B and multi-variant tests; provided recommendations regarding content, applications, and the user experience based on results.

Provided business lines including executive leadership with monthly metrics, evaluated and reported on traffic trends, utilizing WebTrends and Omniture. Provided analysis and recommendations based on reporting.

Identified process improvement opportunities on existent metrics in partnership with internal teams.

Nurtured business relationships with marketing and email teams, third-party partners, and account managers to deliver premium online service/experiences.

eCommerce Category Marketing Manager, QVC, Inc., eCommerce June 2004 - November 2015

Created and implemented marketing strategies for existing customer base and possible acquisitions thru all available digital channels including website, mobile, and email for hard goods categories. Designed, executed, and maintained campaigns with sophisticated website calendars for home, kitchen, and electronics category promotional pages, utilizing segmentation capabilities when applicable. Supervised, mentored, and developed a team of 3 eCommerce associates.

Observed findings and modified marketing campaigns as needed for desired results in the customer selling cycle, engagement, conversion, customer acquisition, and sales dollars.

Supervised the selection of thousands of products for web content including copy, hook, and imagery.

Communicated with internal stakeholders to determine digital marketing business requirements, priorities, and define key performance indicators.

Compared metrics against benchmarks/goals to review the success of past/current marketing efforts and promotions.

Collaborated with cross-functional teams such as creative, web production, online marketing, user experience, and customer service to improve the customer’s online experience.

Leveraged promotions to all available marketing channels (homepage, mobile, email, social, paid search, and tablet).

Drove online engagement in social platforms with the use of blogs, promotions, sweepstakes, and brand-driven content.

Reported and presented successes and failures to leadership team frequently. Utilized data to strategize and plan for future marketing efforts.

Senior Metadata & Taxonomy Administrator, QVC, Inc. August 2000 - June 2004

Researched/collected product metadata for faceted navigation on QVC.com, corporate reporting, and other systems.

Analyzed and recommended metadata schemes to best serve both internal and external customers based on business needs and trends.

Optimized on-site search, cross-category online specialty shops, and overall user experience.

EDUCATION

Master of Business Administration Degree (M.B.A.) - Concentration in Marketing Management

Wilmington University

Bachelor of Science Degree (B.S.) - Business Management

University of Phoenix

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