RESUME

                                  katie@katietowler.com      ∙      Carmel, IN 46033  

Providing strategic ability, team leadership, and technical skills in all aspects of Search Engine Optimization (SEO) and Search Engine Marketing (SEM).  Proven ability to increase traffic, leads, and revenue through organic and paid digital marketing channels.  Able to effectively lead digital marketing teams, as well as manage relationships with third party marketing vendors.

Comprehensive SEM Strategies | Organic Search Engine Optimization | Pay Per Click Advertising |

Growing Ecommerce | Data Analytics | ROI Focus

ABACUSNEXT, San Diego, CA (Remote) 

2021 – Present

Digital Marketing Manager

• Established KPIs for paid advertising programs, including Cost per Marketing Qualified Lead (MQL), conversion rate, etc.
• Overhauled underperforming paid advertising campaigns and launched new campaigns to increase efficiency and scale for growth. Achieved 173% growth in Marketing Qualified Leads within first 4 months, without an increase in monthly budget, and 52% decrease in cost per MQL.
• Manage relationships with third party vendors focusing on SEO, PPC, content creation, design, and CPL advertising.

TOWLER MARKETING LLC, Indianapolis, IN 

2018 – Present

Ecommerce / Digital Marketing Consultant

•  Offering freelance digital marketing consultations for startups. Audit the brand’s SEO foundation, current advertising efforts, and technical SEO status. Provide initial content optimization of the brand’s website, followed by a well-rounded, multichannel marketing plan for future SEM efforts.
• Industries serviced: Wedding/fashion photography, Early childhood at-home learning packs and sensory play kit subscriptions, Nursery and online houseplant sales, etc.

CREATIVE CONVERTING (division of Hoffmaster Group, Inc.), Indianapolis, IN 

2012 – 2020

Product Marketing Manager, NFL and Collegiate Brands, 2015 – 2020

• Utilized ecommerce abilities to offer fresh perspective and optimize product development processes.
• Focused on developing improved product development processes to improve ecommerce relationships with customers such as Walmart, Target, Sam’s Club, and Amazon resulting in increased ecommerce sales and profitability.  
• Managed sports licensing relationships with the NFL and universities.
• Developed new products from concept, sourcing, and quoting, to design, production and marketing launch.
• Created and analyzed P&Ls to ensure new product launches met profitability benchmarks.
• Maintained digital marketing certifications and current best practices in the SEO/SEM industry.
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Ecommerce Marketing Manager, 2012 – 2015

• Party Pail was purchased by Creative Converting.
• Led ecommerce efforts, managing 5 direct reports, including specialists in PPC, merchandising, social media, and content creation; managed third-party vendor relationships such as content writers, online bloggers, and influencers; additional dotted line management relationships with design and photography departments relating to ecommerce needs.
• Brought DTC ecommerce strategy to an organization that was previously exclusively B2B.
• Introduced corporate B2B ecommerce, building our own B2B website and growing revenue through other ecommerce customers, such as Amazon.
• Launched Napkins.com, a B2B website targeting small businesses, which grew to $1.5M in gross revenue in its first year.

PARTY PAIL, Seattle, WA 

2010 – 2012

Marketing Director

• Helped President of a small e-commerce business to grow and position it for purchase/acquisition. Achieved business sale goal in under 2 years. 
• Developed and maintained all SEO and digital marketing channels/strategies, including organic search engine optimization, PPC campaigns, email marketing, comparison shopping engine listings, and various new marketing initiatives for all 6 websites.
• Increased annual gross revenue of this small start up from $1.5M in 2009 to $7M in 2012.
• Achieved strong ROI (7x in some channels) on an ad spend of $30K-60K monthly.
• Managed multiple external agencies as support for our in-house SEM efforts. 

WEB.COM SEARCH AGENCY (formerly Submitawebsite), Scottsdale, AZ  

2006 – 2010

Account Manager, 2009 – 2010

• Developed and managed custom SEO strategies for clients, including developing on-page keyword and content strategies, creating link-building packages, technical SEO audits and recommendations, and assisting clients through various other components of optimization.

Project Manager Custom Link Building, 2008 – 2009

• Launched the Custom Link Building department at Web.com Search Agency.  Created procedures and quality standards for department work.  Trained and oversaw all department employees.
• Developed training course material for 8 direct reports and saw a 100% increase in remote team’s productivity after a 2-day training session using the new training materials.

SEO Copywriter and Editor, 2006 – 2008

• Wrote and edited content for all clients' websites, adhering to SEO best practices and user's best interests. 
• Managed daily workflow of content team.

University of California, Santa Barbara

2006 B.A., English

Google Ads Search Certified through 6/2022

Google Ads Display Certified through 6/2022

Google Analytics Individual Qualification Certified through 9/2021

HubSpot Marketing Software Certified through 2/2023