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Employment History
Expedia Inc (Expedia Worldwide)
July 2008 – April 2009
SEO Manager – Expedia.com
April 2009 – Present Day
SEO Manager – Americas
- SEO channel management for Expedia.com, Expedia.ca and Expedia.com.mx, representing 75% of global SEO transactions and over $1.2 billion in gross bookings.
- Developing and delivering a strategy for content, information architecture and external links.
- Pipeline product and project management for vendor and internal dev work.
- Daily heartbeat reporting.
- In depth performance and competitive analysis.
- Forecasting monthly channel performance and $1.6m yearly spend.
- Communicating channel performance to the executive leadership team.
- Managing a team of SEO specialists to deliver ongoing tactical SEO improvements and multi-variant tests.
Highlights
- Delivered additional 1.3m transactions in 2009, a YoY growth of 66%, outpacing Expedia.com growth by 52bps.
- Pioneered the development of a custom designed algorithmic internal linking system, which is now being adopted by Hotels.com
- Delivered an automated reporting system for keyword level tracking
- Delivered “Flights to Mars” for April Fools’ 2009, Expedia’s first viral social media campaign.
My position at Expedia is all about driving growth in traffic and transactions and it’s been a challenge which has taught me more about e-commerce, SEO and online marketing than I ever imagined. Coupled with the soft skills gained in a corporate environment it’s been invaluable to my career.
Expedia Inc (Expedia.co.uk)
May 2007 – June 2008
Search Engine Specialist
- Project managed the implementation of over half a million pages designed to liberate “uncrawlable” products on Expedia.co.uk.
- Monitored indexation, rankings and performed in-depth analysis to diagnose site issues.
- Developed Omniture powered reports to track SEO channel performance across EU.
- Benchmarked market reach from search via custom built reports utilizing Hitwise data.
- Web development and on-page optimization on the “daily page” architecture, to improve head term organic rankings.
- Analyzed the SEO strategies of key competitors to highlight areas of opportunity and competitor techniques.
- Developed and implemented Expedia’s first link building strategy.
This role was an enjoyable challenge which expanded my knowledge of search engine optimization far beyond expectations. My hard work helped to grow the % of traffic from the SEO channel to 20%+ (up from 12.9% in Jan 07)
JWI Ltd
July 2005 – April 2007
Head of E-Commerce / Web Developer
- Designed, built and developed the entire e- commerce site which embraced the “Web Architecture” approach to design by minimizing clicks to sale.
- Created highly profitable paid search campaigns across Google, Yahoo & MSN by utilizing a “beat the control” process with an extensive keyword inventory.
- Developed price comparison feeds.
- Developed unique, regularly updated content and built links via directories, link bait, link acquisition, blogs, splogs, forums etc.
- Optimized the site to capture long tail traffic for product specific search terms whilst building out pages to target head terms.
- Created a database driven CRM system to manage customer orders.
- Grew relationships with suppliers and numerous manufacturers to setup contract support and sales related rebates.
- Managed a small sales team to hit revenue targets.
Vossnet/Training Associates/Strode’s College
June 2003 - June 2005
Online Training Centre Manager
This varied and challenging sales driven role allowed me to utilize a multitude of skills. From day one I was charged with the task of increasing ROI from spiraling marketing costs. Online course sales were down and retention flailing. By developing new and improved marketing campaigns including Google Adwords, print based advertising and traditional mail shots, combined with the creation of MIS analysis and sales techniques, my team and I were able to increase course uptakes, improve retention, hit our KPI’s and drastically increase ROI leading to further funding allocation.
Overall this challenging role allowed me to draw upon the skills I gained during my formal education, developed key marketing skills and gave me the basis to move on to a more commercially driven role which furthered both myself and my knowledge of e-commerce.
Personal Details:
Please use the comment form below to contact me for details.
Education:
Training:
Summer 2009 – Principles of Genuine Leadership
Jan 2008 - Introduction to .net
Summer 2006 - Designing Actinic V8 Sites,
Maintaining E-Commerce Sites with Actinic V8
Summer 2005 - Developing EROL Online Stores
Higher & Further Education:
(HND & ND validated as BA equivalent by NYU)
Farnborough College of Technology
2001 – 2003
HND Graphic Design (Multimedia with Business)
Grade: Merit
1999 – 2001
ND Graphic Design (Multimedia with Business)
Grade: Distinction
Secondary Education:
1993 – 1998
Fernhill School, Farnborough, Hants UK
Art A
Business - A
English - A
English Lit - A
German - B
History - B
Mathematics - A
Science - A* A*
Key Skills:
- Highly advanced knowledge of SEO from “Blackhat” to “Whitehat” techniques.
- Highly advanced knowledge of search engines and their algorithms.
- Thorough knowledge of Google Adwords, YSM, MSA and PPC marketing (SEM) in general.
- Excellent with Omniture.
- Proficient with Hitwise.
- Excellent HTML & CSS coding skills.
- Advanced Adobe Photoshop user.
- Excellent with MS Excel, proficient with Office.
- Some knowledge of MySQL, PHP and CURL.
- Good copywriting skills.
- Outstanding SEO research skills.
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