Resume – Online Marketing

susan.mcelhenney@gmail.com, 512 825 7871

Expertise: Online Marketing: SEO & Analytics

Client relationship management & account strategy to reach goals profitably & grow account.
Competitor and keyword research to identify best search terms, find online competition, and analyze website to optimize for SEO and SEM.
Information architecture and copywriting for accurate prospect education and improved search engine visibility. Includes landing page development and IA for new sites.
Conversion path analysis, including identifying purchaser persona, personality types, and content to place as conversion beacons to draw purchasers in to site.
Web analytics to report success and guide course corrections. Specifically, articulating exact goals for websites, defining conversion funnels, setting tracking code, pulling baseline measurements, generating and presenting reports, and using analytics to find opportunities and test theories.
Selected results:
- Improving Google ranks and related website traffic counts for search terms that produce desired client goals (traffic, leads, sales);
- Identifying previously unknown online competition;
- Client account renewals & expansion.

Work History

SEO Expert Services

(September 2009-present – susan.mcelhenney.com)

Organic search optimization and conversion path analysis services for individual clients including a nonprofit addiction treatment center, an organic makeup online retailer, and a sports car parts online retailer.

Director of Account Management
(March 2009 to September 2009 – Nehmedia)

Account Manager for HomeAway online marketing & search engine optimization consulting services and SaaS relationship. Specific results included bringing multiple acquired brand sites on to enterprise SEO SaaS to support integrated SEO strategies and scenario analytics across brands. Worked with client contacts to address day-to-day needs, including hands-on SEO tactics, and to facilitate account growth. Client reported high satisfaction and renewed contract relationships.

Online Marketing Strategy, SEO & Analytics
(Jan 2007 to March 2009 – RefreshWeb)

Competitor and keyword research, IA + sitemaps driven by keyword clusters for best SEO for new sites, SEO copywriting and tagging, standard copywriting, and web analytics for site evaluation, ROI success reports and course adjustments.

(Work History Continued After Tools & Communities, and Awards & Education, Sections below)

Tools & Communities

Basecamp, Wordpress, Excel, PowerPoint, Access, Google Analytics, Hitslink, Google Webmaster Tools, Yahoo Site Explorer, Google Keyword Tool, WordTracker, Keyword Discovery, FriendFeed, Facebook,

Twitter and Twitter search tools, iGoogle widgets, Photoshop, Illustrator, Dreamweaver

Education, Awards, & Service

Bachelors of Arts in English, University of TX at Austin, 1987 (Anthropology minor) and MBA courses (Finance, Statistics, Organizational Management, Negotiation, Accounting)
“Ask Me” Expert for “SEM for SMB” Austin Conference – 2008
Presenter on Search Engine Visibility for Business and Balance Group – 2008
Presenter, Crossroad’s Conference for Nonprofits – 2004, 2005, 2006
Presenter, Alliance for Nonprofit Management Conference 2004
Winner, Greenlight’s Nonny Award for Fundraising Event – 2006
Board of Directors (Chair 2004) Johnson-Long Dance Company
Leadership Texas professional development program class of 1998

Additional Work History

Strategy & Management Consultant for Nonprofits

(2004 – Dec 2006 – Austin Public Library Foundation, YouthLaunch, and Consulting)

Executive Director, Austin Public Library Foundation, (Feb 06 – Aug 06), and Executive Director, YouthLaunch, Inc. (Apr. 05-Dec 05). Interim ED responsible for organizational leadership, strategy, and compliance during 6-month Executive Director transition, search, and placement.
Consultant Expert / Facilitator. Clients included Safeplace, Hospice Austin, Mother’s Milk Bank of Austin, Austin Voices for Youth in Education, Zeal Marketing, City of Highland Village, McCallum Fine Arts Academy,

Director of Nonprofit Consulting Services, and Consultant

(2003 to 2004 – Greenlights for Nonprofit Success, a 501(c) 3 incorporated to provide consulting, convening, and collaboration support to increase the capacity of central Texas nonprofits.)

Directed consulting division operations, including pitching, scoping, staffing, tracking, evaluating, and invoicing projects. Planning retreats, and “how-to” plan workshops.

Business Development & Proposal Strategy

(1997 to 2003 – BAE SYSTEMS (formerly Tracor) is a global aerospace and engineering contractor)

Marketing lead for capture and proposal strategy; group consulting revenue increased 100 percent, including increase in follow-on engagements. Responsible for reviewing sources (legislation, lobbyists, contacts, and agency IT operating plans) to identify system development opportunities.

Common Sense Communications

(1995 to 1997) Common Sense Communications was a sole-proprietorship consulting practice for Nonprofits and Government.)

Facilitation and management of strategic planning processes, and retreats.
Clients included Texas Tech University System, Texas Department of Health, Texas Health and Human Services Commission, Texas Council on Family Violence, Employees Retirement System, Tracor Applied Sciences, Inc. (now BAE SYSTEMS).

Strategic Planning and Research, Texas Workers’ Comp Insurance Fund

(1992 – 1994) TWCIF is a state-chartered provider of workers’ compensation insurance coverage.)

Strategic planning, budgeting, and research functions while the Fund grew from 50 to 1000 employees and from $50 million in annual revenue to over $650 million.

Consulting Services Lead, Ray Associates, Inc (1990 – 1992)
An Austin, TX, provider of human resources consulting to political subdivisions in Texas