Stephan ‘Woo’ Cude
Sr. Technical SEO Manager

Sierra Trading Post

SEO Specialist

2007 – Nov 2012

  • Defined and wrote specs for URL, metadata, & on-page SEO requirements for new CMS
  • Rewrote the entire URL structure/subfolders with SEO & crawlability on top of mind
  • Created the search taxonomy department and managed search query optimization
  • Worked with buying and creative teams to build online buying guides
  • Worked with web development, copywriters, and web marketing team
  • Built reporting dashboards for stakeholders using Google Analytics to present weekly/monthly business performance on visits, revenue, average orders and customer behavior such as bounce rate, time on site

E-Commerce Marketing Manager

2002 – 2007

  • Led the creation of the online marketing department – hired and managed a team of 15 web designers, web marketers and web operations specialists and grew online sales to more than $200 million annually
  • Wrote specifications for new website features and enhancements and worked cross-functionally with UX, design and programming team for implementation
  • Led the strategy for growing the email list, including email targeting, segmentation, and deliverability
  • Oversaw implementation of Google Checkout, PayPal, and Bill Me Later
  • Helped develop & train customer service representatives to handle web related customer issues. Ran weekly meetings to maintain positive customer satisfaction scores

Web Design & Marketing Manager

1998 – 2002

  • Designed Sierra Trading Post’s first website including homepage, department pages, product pages and led the growth of the e-commerce channel to the #1 revenue driving channel in less than 2 years
  • Conceived concept and workflow for in-house product photos without models
  • Worked with external programming vendor to integrate backend legacy systems including product info, inventory controls, customer registration, & order processing
  • Responsible for early web marketing initiatives by creating and optimizing digital ads through affiliate partners and search engines
  • Launched first email marketing program and grew to over 1 million opt-in emails
  • Started first email customer service correspondence which eventually led to a 24-hour chat & email

Import Manager / Assistant Buyer

1997 – 1998

  • Manage and coordinate with foreign suppliers and import company to determine tariffs, shipping costs, date of shipment, and date of arrival
  • Order and distribute product samples from suppliers for product illustrator and copy writers
  • Manage variations between supplier invoice and receiving for under-shipments and over-shipments

Customer Service, Returns, Retail, Fulfillment

  • Began career with Sierra Trading Post in the warehouse packing and shipping orders.Later worked with customer service processing mail orders, taking phone orders, customer assistance, and return processing. Help setup and operate first retail space in the corner of the warehouse, later managing the retail store