Sierra Trading Post was founded in Reno, Nv. in 1986. It began as a simple mail order company selling closeout and off-quality outdoor gear and clothing. Through a friend I got a job helping label and zip-code sort the first batch of catalogs. The need arose for picking, packing, and shipping orders; all of which I did for a few years after school and summer. After stints taking phone orders, processing returns, and doing retail; I eventually moved to Washington. In the mean time, Sierra Trading Post relocated to Cheyenne, Wy. where I reunited with the company in 1997.
In 1998 I got immersed in e-commerce; first designing then managing a fast growing Internet Retailer Top 100 website: SierraTradingPost.com. I oversaw the creation and continued growth of various channels including site design, photography, web marketing, email marketing, internal search, and site merchandising. I worked closely with software development, marketing, customer service, buying, merchandising, inventory control, fulfillment, and returns. I oversaw projects including third party content delivery and software integration. I acted as lead tester for all new development. E-commerce quickly became our main sales channel.
In 2007 I moved back to Washington and worked remotely as the SEO Specialist for Sierra Trading Post. I was responsible for all aspects of organic search and reporting. I defined all SEO specifications for category naming, on-page SEO, and new idea development. Organic sales grew every year and we successfully launched a new website with new URL structure without loss to SEO performance. In 2013 Sierra Trading Post was sold to the TJX Companies, Inc.
Near the end November of 2102 I started working for Nordstrom, in Seattle, as a SEO Project Manager. I worked with a small team collaborating on sitewide SEO strategies and development ideas. We also evangelized the importance of SEO company-wide and spread best practices. I was instrumental in developing ideas to improve overall SEO site performance. I created and maintained project specifications and worked closely with our development partners. Divisionally I was responsible for Shoes and Cosmetics which held the top 2 spots for the highest SEO growth by division for 2013.
In April of 2015 I was offered a position of E-Commerce manager for Cellars Wine Club. I was excited about the position as it would allow me to bring together all my knowledge and experience to maintain, update, and market an e-commerce website. The site had not been managed for several months. The affiliate channel was the only marketing. I would have a list of 25,000 email names to work with. The website also had a Google link penalty. I quickly got to work clearing up website issues, adding new content, implementing redirects, and learning the ins-and-outs of WooCommerce for WordPress. I optimized the site for SEO, set up paid search campaigns, and started a weekly email marketing program. I was successful in getting the Google penalty removed. I built a website for a sister company, www.SumerianBrewingCo.com and started work on a new version of the wine club site built with AbleCommerce. Though sales rose dramatically, the underlying financial foundation was not stable and I was let go in August of 2015.
In September I was offered my old position back at Nordstrom. Currently I manage the technical SEO. This included developing roadmaps, creating JIRA tickets, forecasting lift, testing releases, troubleshooting, weekly crawling, as well as developing new ideas for continued growth.
I design, develop, and maintain websites for artisans and small-businesses owned by friends and family. I also make etchings.
Specialties: SEO, Web Design, Online Marketing, HTML, CSS, WordPress, BrightEdge, Conductor, Botify, DeepCrawl, Screaming Frog, Google Search Console, Google Analytics, Excel, Powerpoint, and Photoshop.