2012 – WUBS

Michael (MJ) AllenMichael J. (MJ) Allen
Contact | Michael (MJ) Allen Linkedin Profile LinkedIn
Mar 19

As Global Digital Marketing Manager, Ecommerce, I led the global digital marketing strategy across strategy integration, technology and assets, data and analytics, channel strategy (paid/owned/earned) and governance.

I led and executed a customer-centric web and channel strategy aligned to business metrics against the customer journey  (demand gen., lead gen., retention, loyalty) performance for 15 global multi-language web properties. The performance netted +90% CPA ($85 to $8) improvements across paid media (native, display, ppc), tripled traffic over 3-fold (25K to +90K) and increased TOFU lead gen. from 8% to 24%. I also led in a coaching / mentor role to global cross-functional team (NA, EMEA and APAC).

In this role I delivered: customer segmentation (quantitative and qualitative), value prop definition and messaging, mobile-first responsive website (mobile, tablet, desktop), customer-centric content strategy (+300 artifacts), organic search strategy, MarTech selection and implementation of a new content management solution (CMS – Ektron + Composite C1), data and analytics strategy (Adobe Omniture/ Site Catalyst) and Google Analytics) and reporting and marketing automation integration (Oracle’s Eloqua) and CRM (SalesForce).