Objective
To obtain a senior Marketing leadership role that innovates and improves the online customer experience for a company that values the Internet as a critical e-commerce and communication channel.


Experience
 7/2006 - Present
Sr. Manager, Website Marketing
RSC Equipment Rental, Inc. Scottsdale, AZ
  • Maintain and develop strategy for corporate marketing website RSCrental.com
  • Leading redesign effort to redevelop site information architecture and content categorization addressing both usability and customer experience-related issues.
  • Manage national and regional email campaigns, online promotions, banner placement and sales-related online campaign efforts.
  • Developed templated email marketing system to allow for Regional Marketing Specialists to create and manage local email campaigns.
  • Responsible for Search Engine Optimization (SEO) and Search Engine Marketing (SEM) campaign activities.
  • Designed, built and manage employee portal/intranet solution incorporating new features: company directory, RSS feeds (industry-related news, company-related news, press releases and more), discussion boards, regionally-based weather feeds, corporate blogging system, internal dynamic FAQ and content management system.
  • Redeveloped internal marketing website focused on Net Promoter Score (NPS) which guides sales force in determining how customers rate service and satisfaction.
  • Launched virtual catalogs to highlight rental, retail (tools & supplies) and GSA-specific equipment extending tracking and up-sell opportunities.
  • Implemented and manage investor relations website in conjunction with Thomson-Reuters.
  • Implemented Google Analytics while managing weekly analytics reports highlighting traffic, campaign activity and keyword or referrer sources.
  • Reduced Marketing department's annual spend by leading development team to replace existing store locator solution with Google-based proximity maps for over 470 branches.
  • Integrated safety training videos through RSCrental.com enabling online safety training compliance manageable by customers and/or job sites.
  • Designed and led implementation of campaign tracking module within ERP system to monitor campaign effectiveness at the store-level.
  • Using WordPress as a content management and publishing system, designed and built rscmakingtracks.com to provide blogging and additional content beyond the printed customer magazine Making Tracks.
  • Developing social media strategy via networks such as Facebook, Twitter.



 1/2006 -  6/2006
Sr. Business Analyst III
Blue Cross Blue Shield of AZ Phoenix, AZ
  • Managed and processed daily service requests from various business units to update and modify public portal sites.
  • Assisted with front-end site maintenance for redesign migration
  • Project lead for various ongoing system updates and third-party vendor software integration. Provided high-level resource capacity estimates for project and maintenance-based site development work.



 9/2001 -  1/2006
Manager Website Marketing, jetblue.com
JetBlue Airways Forest Hills, NY
  • Oversaw four-person production team responsible for web production, design, email campaigns, online search marketing and analytics.
  • Maintained front-end and all related content and designs for jetblue.com website including requirement gathering, wire-framing, mockup and development coordination for all applications released on site. Responsible for application development and enhancement including Skylights (booking engine), Online Flight Check-in, Online change, Kana IQ knowledgebase (dynamic FAQ), JetBlue Getaways, DIRECTV® program guide, In-flight Entertainment application, e-cards, online contests, SuperFly sale fares and more.
  • Established standards for site maintenance and enhancements through creation of style guide, wire-frames and proof of concept methodology.
  • Managed key relationships with primary business partners (Expedia, Hertz, EzRez, Navitaire, HUGE Inc., etc.) and numerous companywide departments to enhance and develop current and forthcoming products.
  • Introduced merchandising opportunities to up-sell and cross-sell complementary products (hotels, car rentals, etc).
  • Initiated usability studies to evaluate jetblue.com's relevance and efficiency while researching current customer site interaction and visitor trends.
  • Designed and ran new interactive campaigns centered around Omniture SiteCatalyst analytics while simultaneously integrating new technologies and applications to enhance user experience on jetblue.com from revenue generating, cost-saving and support-related aspects. Defined Key Performance Indicators for jetblue.com to further refine purchase and traffic patterns to help inform website usability, revenue management and planning initiatives.
  • Co-developed TrueBlue (JetBlue's Flight Gratitude / frequent flyer program), CompanyBlue (corporate sales), shopBlue (brand merchandise) and JetBlue Getaways (vacation packaging) products.



 3/2000 -  7/2001
Web Production Manager
MarsMusic.com New York, NY
  • Leader of 3-5 person workgroup handling daily updates, and all creation and design aspects of website.
  • Spearheaded 2 independent site redesigns, contributing to multi-million dollar, quadrupled online sales growth.
  • Constructed production guide and worked with application developers to create automated tools to handle scheduled site maintenance.
  • Hired contractors on as needed basis to supplement production team.
  • Coordinated efforts with Marketing staff to maintain and efficiently produce new content and features for site.



 4/2001 -  5/2005
Freelance consultant
Various White Plains, NY
  • ESPN Sportspoll.com
    • Created and designed site for marketing firm (Taylor Nelson SOFRES Intersearch) joint venture with ESPN
      • intro mockup viewable at http://www.grebdlog.com/sp
      • site mockup viewable at http://www.grebdlog.com/sp/home.shtml
    • Ensured load times would be minimal while still graphically appealing.
    • Developed publishing system to allow employees to publish content to the site.
    • Wrote, recorded and performed original music as well as scripted and animated Flash intro sequence.
  • Noah's Ark Project
    • Donated services to redesign and implement content management for ailing non-profit pet adoption website
    • Implemented content management solution and database for handling animal inventory allowing site administrator to add, delete and modify pet listings.
    • Introduced additional marketing opportunities to improve current reach, site traffic and means to obtain increased donations and additional, incremental revenue to support the agency.
      • Developed CafePress.com storefront
      • Designed, promoted and sold merchandise (t-shirts, magnets, buttons, etc)



 6/1999 -  3/2000
Website Production Coordinator
TheStreet.com New York, NY
  • Production Associate responsible for creating, maintaining and updating static HTML site content and dynamic content via XML publishing system.
  • Assisted editors and writers with graphical content for their online stories
  • Produced HTML, graphics and rich media (charts, tables, tiles, etc.) daily for high volume newsroom.



 2/1999 -  6/1999
Customer Service Representative
TheStreet.com New York, NY
  • Customer Service web site help desk and technical support advisor responsible for handling heavy volume phone calls and email responses regarding web site functionality and access.
  • Maintained and updated user accounts daily, assisting in promotional telemarketing (inbound and outbound) and customer support systems.
  • Liaison and coordinator for online investment game host. Tracked statistics, traffic, and dealt with issues arising from site downtime or errors.
  • Responsible for separately managing online communication/e-mail for former Hedge Fund Manager and current CNBC personality, Jim Cramer.


Education
 5/1998
Bachelor's Degree, Music Business
New York University New York, NY


Skills
 Advanced
Web Technologies/Software
HTML/XHTML, JavaScript, XML, PHP, ASP, SQL, MySQL, WordPress, Google Analytics


Software
Adobe Photoshop CS3, Adobe Illustrator CS3, Adobe Acrobat Professional, Dreamweaver, Homesite 5.5+, Microsoft Office Suite, Microsoft Windows Server 2003, IIS 6.0


 Intermediate/Basic
Web Technologies/Software
AJAX, VBScript


Software
SQL Server 2005, Adobe Flash, Omniture SiteCatalyst


Awards
 9/2005
Search Marketing Silver Award for "Blue Search"
Interactive Advertising Bureau (IAB) MIXX Awards New York, NY


References
Furnished upon request.