EXPERIENCE - STUDEO

Director of Web Strategy

Charged with creating the strategic and structural foundation of all sites and online initiatives. See the vision through completion making sure everything is “On Strategy”.

Lead the discovery and definition (planning) phases of web development and contribute to the design and development phases.

Discovery Phase Responsibilities:
    Determine site objectives and audience segments
    Determine site main messaging and supporting points
    Assess existing site and marketing materials
    Assess competitive sites and positioning
    Analyze web analytics or conduct data mining
    Gather further insight (focus groups, staff interviews, web surveys, card sorting exercises, usability testing)

Definition Phase Responsibilities:
    Establish site strategies and tactics
    Determine creative guidelines and direction
    Determine technical limitations and functional design
    Determine type and volume of content
    Establish site architecture including navigation
    Draft wireframes including real estate prioritization
    Determine domain name(s)
    Determine hosting, web analytics package
    Determine success metrics (benchmarks)
    Recommend search engine optimization plan

Using cutting edge trends and technologies, recommend strategies and tactics to increase my clients' awareness, visibility, recall, understanding, preference, consideration, trust and purchase

Advise clients on marketing issues including audience segmentation and growth areas, product development and new brand creation

Consult with clients regarding their corporate digital strategy or online business plan including logistics, fulfillment and impact on brand

Internationalize, globalize and localize sites based on long-term needs

Serve as team leader

Implement and refine interactive workflow and process

Assist production team with cost estimates, schedules and timelines

Collaborate with creative department, contribute to concepting

Integrate tightly with offline materials (print, outdoor, broadcast, packaging)

Assess effectiveness of traffic-driving efforts (SEO, SEM, email, banners, sponsorships, affiliate programs)

Throughout process serve as user advocate, strategy guardian and quality assurance

Particular focus on online product merchandising and increasing conversion

Clients include: NordicTrack, ProForm, Gold's Gym, InFocus, CCI, Kaplan, Omniture, Stampin' Up!, WiLife, Little Giant Ladders, Womens Art Center


Contact Jen