Resume

Jonathan Poston M.E.
Digital Marketing Leadership

EXPERIENCE


Income Store, Lancaster, PA - E-commerce Marketing Lead (SEO Manager Focus)

September 2017 - Current


Key​ ​Responsibilities​ ​&​ ​Accountabilities

• Identify keywords that attract our target audience.

• Oversee the writing of content that covers SEO-optimized topics/keywords, and publish that content when it is written.

•  Regularly (at least once a week) monitor key metrics on my sites, including but not limited to overall traffic, conversion rates, and SEO rankings.

•  Work with our outreach teams to get content mentioned and promoted.

•  Occasionally, personally do outreach to get our content mentioned and promoted.

•  Stay on the cutting edge of current SEO trends and strategies, particularly as it relates to e-commerce SEO.

•  Implement changes to the design or other UX elements of my websites in order to improve user engagement metrics.

•  Hire and manage contracted workers to help me with projects on an as-needed basis.

Key​ ​Performance​ ​Indicators

•  On-page engagement (time on page, clicks to Add To Cart, etc)

•  Conversion rates (blog post to product page, product page to cart, cart to completed checkout/purchase)

•  SEO position rankings of new content I get published or existing content I tweak

•  Performance of those who report directly to me

Summary

As an E-commerce Marketing Lead, I am responsible for creating the vision and direction for e-commerce websites in our network, and implementing marketing plans for those sites. This involves both high-level visionary ideas as well as very practical day-to-day tasks to get work done. I regularly track and report on various metrics on the sites I manage (i.e. www.99centrazor.com  & www.weddingbandsforboth.com  )  


AmericanMusical.com, New York City area - Senior SEO Manager

February 2017 - September 2017


AmericanMusical.com, an IR 500 company,  is currently the #5 ranked music focused e-commerce store in the USA and has over 8 major product categories (guitars, keyboards, drums, DJ, live sound, bass, etc.) , 13,000 SKUs, and over 25,000 site pages.

Responsibilities

• Ecommerce Management:
100% oversight of SEO related resources (content, social, technical, data science & research).

• Developer Interaction
Leading developers to resolve technical errors, and to carry out major projects, like http to https transition (which was done without traffic loss).

• Leadership:
P&L and ROI Responsibilities
Directing a team of content writers, graphic designer,  developers / analysts,  researchers / outreach specialists, etc .

Key Achievements:

• Revenue Growth: Increased monthly Organic SEO revenue by 20%; 28% for non-brand equity searches.

• Organic Traffic: Increased organic traffic by 85% on select brand story pages, 100% on select category pages, and up to 28% on select product pages (using limited resources).

• Content Marketing: managed production of over 100 pages of custom content, 500-1000 words, plus graphics.

Senior SEO Manager / Consultant

December 2013 - Current

• Leading SEO campaigns for numerous marketing agencies and clients including White Coat, Textivia, Pro Expressions Group. Heavy focus in ecommerce, medical - healthcare (surgeon groups, dentists, urgent care franchises, hospital systems, etc.), brick & mortar retail, manufacturing, higher education, and mobile apps.
• Direct content, dev, graphic design, sales for all SEO related deliverables.
• High ranking % on Google, increased traffic month over month across 95% of sites.

Warren Wilson College, Asheville NC — Business Professor

July 2012 - December 2013

• Taught: Marketing, Leadership, Management, Project Management, etc.

• Managed department budget & staff.

• Conferences: Attendee: Predictive Analytics Data Science Summit, Chicago IL; Key speakers from LinkedIn, Google, Riot Games.

• Highlights: 75 guest speakers to classes, led international penetration research for large sports e-store (China/Australia/Canada).

FastPivot.com, Asheville NC Director of Social Media

2010 -2012

• Ecommerce agency, used by: World Soccer Shop, 3M, Everlast, etc.

• Primary objective: creating and implementing social strategies for national brand clients.

• Directed full-stack marketing campaigns across multiple channels.

COMPETENCIES  


BrightEdge
WordPress / Yoast
Ahrefs / SEM Rush / Raven  Moz / Majestic / SEO Profiler
Screaming Frog
Google Analytics
Search Metrics
Keyword Research / Planner
Site url structuring
Pageload & Mobile testing
Local SEO / Google MyBusiness
On-Page SEO / Off-Page SEO
Technical SEO / SEO Audits
Html / CSS / Javascript
Google Console
Bing Webmaster Tools
Google Algorithm updates
Htaccess / 301 redirects
Robots.txt / XML sitemaps
Structured Data / Schema

CERTIFICATIONS

Google Analytics (Google Analytics individual qualification exam passed), Certification Dates: Dec 2017 – Jun 2019 Google Adwords Certified, Certification Date: Dec 2017 – Dec 2018

RECENT COURSEWORK

Business Data Online Metrics - Grade: A+ - Fall 2017 Graduate Course w/ East Tennessee State University Digital Marketing Master's Program


EDUCATION

W.C.U. 2007 - M.E.; Entrepreneurship | 4.0 gpa

F.M.U. 1998 - B.S;, Psychology major, Philosophy minor.

Comments