Debra Paynter Resume
Debra Paynter
debra @ ipaynting . com
www.linkedin.com/in/debrapaynter
SUMMARY
Internet strategist with expertise in all phases of lead generation through conversion including 13 years in web analytics and search engine optimization, from requirements gathering through deployment into ongoing strategic project management. Demonstrated success in managing projects. Analyzed large complex data sets, working with both technical and non-technical colleagues and external clients, and maintaining enterprise platforms while implementing new strategies and functionality to meet enterprise needs. Passionate about problem solving and collaborating with team members to achieve desired results.
PROFESSIONAL EXPERIENCE
Synternet Strategies, Milwaukie, Oregon
2009 – 2010
Principal Consultant Internet Strategy
Currently volunteering services to a start-up online marketing company and overseeing all aspects of the strategic consulting services which includes: Online Campaign and Lead Generation (SEO/SEM) Strategies, Analytic/Data Management Strategies, Web Internal and External Governance and Analytic Standards Strategies, IA/Content Development Strategies, Integrated Website(s) Marketing Strategies, Social Media Strategies
Webtrends, Portland, Oregon
2008 – 2009
Strategic Business Analyst
Consultant in the Professional Services Department where I expanded my Webtrends product knowledge from both a vendor and software perspective. Worked with Fortune 500 companies and government agencies, gathered business requirements across diversified business channels to develop plans for both Governance of web process and Standards of metrics. Assisted clients in determining their business goals, converted those goals into a tagging/tracking/ reporting strategy, and applied the results to onsite optimization to successfully turn those goals into actionable results. Additionally assisted Webtrends marketing department with SEO and Social Media strategies
- Developed and presented to a large audience at the 2009 Webtrends Engage conference, “How do you measure success?”
- Developed and presented to a large government conference in 2009, “Driving Data to Action”
- Developed and presented online webinar in 2009 with 98% retention rate, “Using Webtrends for Site Redesign”, available on the Webtrends website
InFocus, Wilsonville, Oregon
2006 – 2008
Web Marketing Analyst/SEO and Online Campaign Strategist
Developed, implemented, deployed, tracked, and managed online marketing campaigns and strategies with a strong emphasis on SEO/SEM, social media and viral. Participated in website(s) development from inception through implementation and maintenance; updated and optimized online content to improve organic search indexing, rank and conversion. Monitored and reported on multiple websites; established dashboards for various decision makers and developed, managed and provided analysis with recommendations using multivariate testing plans focused on optimizing landing pages. Provided ongoing QA testing on existing and new websites. Lead vendor selection and management.
- Assisted in 2 upgrades for the Sitecore content management system and an upgrade on the ecommerce platform, providing vital insight for the development of the analytics and SEO strategy
- Completely renovated an out-dated legacy Webtrends software analytics platform through a tagging audit then designed the strategy and migration plan to upgrade from software to an On Demand environment significantly reducing overhead and management resources
- Upon taking over SEM management saved the company nearly 750k discontinuing a legacy management system which had received less than 1% ROI
- Implemented strategy that successfully increased from the 43 pages organically indexed in Google to over 3000 which drove a significant percent of ecommerce sales
- Implemented analytics for campaign tracking significantly increasing lead to conversion ratio from less than 1% to over 3%
- Conceived and implemented Email campaign tracking that increased conversions and expansion of customer base from less than 1% to over 3%
Weblink Strategies, Oregon City, Oregon
2001 – 2006
Business Co-Owner/ Director/Principal Internet Marketing Strategist
Sole online marketer for Educational Help, Inc. Gathered business requirements and analysed, developed, implemented and maintained all online marketing strategies. Provided all online customer service and established various communications platforms to respond to customers. Designed, implemented, tracked, and analysed online surveys, marketing and social media campaigns.
- Developed and maintained both informational and ecommerce websites where strong organic search strategies drove relevant leads to convert, starting from 0 and moving to 7%
Promotion Strategies, Salem, Oregon
2000 – 2008
Business Owner – Internet Strategist
Worked with dozens of clients over the years to help drive their online success; utilized analytics and SEO strategies. Responsible for the company’s marketing in addition to online marketing for clients. Frequently published, spoke at internet events and participated in online industry specific forums and newsgroups including 3 years as the moderator of the Linking Strategies and Content Management forums at Webmasterworld under the name of paynt. Actively edited for 3 years for the Open Directory Project.
Seventh Wave Marketing, Inc, Medford, Oregon
1997 – 2000
Search Engine Optimizer
EDUCATION
Computers, Business, Chemeketa Community College, Salem, Oregon
Economics, Political Science, SOSC, Ashland, Oregon
AWARDS and CERTIFICATIONS
- Webtrends Client Services Service Star Award
- Webtrends Technical Professionals Certification
- Webtrends Engineer Certification
TECHNICAL SKILLS
| Languages: | HTML, CSS, XML, JavaScript, PHP, Ajax, DHTML |
| Content Platforms: | WordPress, Sharepoint, Sitecore, various Wiki’s/Blog’s, Open Source, Enterprise Proprietary Platforms |
| Internet Infrastructure: | FTP, News Servers, Mail Servers, Shopping Carts |
| Analytic Platforms: | Webtrends, Google Analytics, Log-File Analysis, Coremetrics, Omniture, Analog, AWStats, Webalizer, Urchin, Tealeaf, Yahoo! Web Analytics, Internal Enterprise Proprietary Software |
| Database: | SQL querying for multiple databases, Enterprise Proprietary Database Platforms, Cognos |
| Office/Project Mgmt: | Microsoft Office through 2010, PowerPoint, Microsoft Project, Excel |
| Forum Moderation: | Open Directory Project, Webmasterworld |
| Additional Technologies: | W3C HTML/CSS Validation Tools, Keyword Selection Tools, Keyword Density Tools, Google Webmaster Tools, Yahoo Site Explorer, Webposition, PageRank, Sitemaps, Robots.txt, Graphic Editing Software, SalesForce |
| Web Servers: | Microsoft IIS |