Digital Marketer & SEO Manager, Content Strategist, Developer & Designer – Timbuk2 Inc.
I worked as a SEO Analyst, Digital Marketer, and Content Developer at Timbuk2.com, a B2C eComm-based maker of backpacks, outdoor gear and luggage. I was responsible for identifying audiences and capturing new business opportunities, expanding the reach of the eCommerce site. My job included auditing and then optimizing the site for SEO, implementing search-engine friendly changes to the User Interface and User Experience. I developed and posted web-based SEO (and SEM) improvements in a J2EE/Java Stack, writing HTML, JavaScript, and CSS. Leveraging competitive intelligence, data analytics, and market trends, extracting insights then performing A/B test & learn, I helped expand the reach of the brand into new demographics, and helped widen the sales opportunities for these niche-oriented products. I identified and prioritized audience segments and targeted messaging to demographics, devices, user personas, time of year and seasonal sales events.
Working closely with the Marketing Director, I also implemented content strategy innovations vs. KPIs that measurably improved ROI, and improved affiliate relationships. I collaborated with an in-house blogger to help promote user interest and increase engagement. I posted SEO-friendly content, performed copywriting and editing, in addition to web page coding. I identified top trending, hot content areas in this niche, improved messaging, and implemented email and paid ad campaign optimizations that increased brand recognition and market share.
I performed site-wide SEO audits, optimized and customized Google Analytics reports for the VP of Marketing, and built a company-wide program that improved organic search traffic, conversions, and revenues over 20% year over year. I mentored development and marketing teams to use SEO best practices, coded SEO enhancements to hundreds of SERPs and landing pages, and optimized UI-UX content for search engines.
I identified quality link opportunities, expanded backlinks, improved page rankings, optimized SEO for local, on-page, off-page, targeting both mobile and desktop. I achieved higher rankings, greater traffic, CTR, and conversions for hundreds of keywords. I also automated complex data scraping and analysis tasks using Link Sleuth, Ahrefs, Screaming Frog, and was able to expand user visits by over 25%, leveraging customers from top competitors on mission-critical keywords.
I helped establish the company as #1 in its select market niche, enabling Timbuk2 to leapfrog over many popular and deep-pocketed competitors, including Amazon and Beyond.com. I worked with back-end engineers to increase the total number of Google indexed pages, from 220K to 700K, and improved global organic search rankings. I performed data scraping, site crawls, comprehensive audits using Oncrawl and Screaming Frog, and generated XML sitemaps.
Finally, I increased CTR, time on site, total number of user sessions, and stickiness of omnichannel campaign messaging. I coordinated on-page SEO with active social media postings and key promotional B2C email campaigns, which lifted campaign performance and consistently expanded brand reach, increasing eComm revenues.