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

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

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

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

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