Lauren Freeland
SEO | Strategy | Marketing | eCommerce | Advertising | Leadership | Development | Design

INTJ with over 12 years of experience working in diverse environments. Accomplished in SEO, strategic marketing, advertising, short- & long-term business planning, graphic/web design, client and partner management, operations, project management, and P&L responsibility.

  • Entrepreneurial professional with proven leadership managing diverse teams and cross-functional communications while providing motivation and executing strategic vision
  • Ability to play multiple roles with broad range of both analytical and creative skills in marketing, business development, strategic planning, website development/optimization and graphic design
  • Technically competent with both existing and emerging platforms
  • Innate business strategist capable of developing and implementing plans that demand attention to detail and strong long-term vision
Selected Accomplishments
  • Increased page 1 keywords by over 2000% in less than 3 years. Resulted in a 44% average increase in incremental revenue year over year
  • Built over 200 sites and managed multiple site restructuring projects—domain moves, URL restructuring, ecommerce re-categorization—with an immediate increase in ranked keywords
  • Designed online campaigns for national clients—not limited to: McDonalds, Comcast, BP, Pontiac, Chevrolet, Red Baron, Leinenkugel’s, and Arby’s—along with over 200 local clients; maintained an average click thru rate, twice national average
  • Organized WordCamp MSP (2010)—a globally recognized, technology conference—which included 35 nationwide speakers covering 5 tracks with over 400 attendees, $9k in tickets sales and $23k in additional sponsorship revenue
Recent Experience
Apartment Advisors Madrid
2018-Present
Director of Digital Strategy

Built the digital platform and developed a long-term marketing strategy for a growing company in Madrid, Spain. Worked with key-stakeholders to identify areas of opportunity and negotiated with 3rd party vendors to implement strategic vision. 

  • Increased organic visibility by 100%
  • Worked with team to grow the business through local partnerships
  • Trained team on CMS, SEO, content and digital best practices
  • Created social media response protocol
  • Working to re-brand company
Gopher Sport
2014-2018
Head of eCommerce Content | eCommerce Content Manager | Web Marketing Content Expert

Managed a team to improve SEO, Content and Social Media strategies for a former catalog company. Initiated multiple site restructuring projects—domain moves, URL restructuring, eCommerce re-categorization, etc. Developed tools to streamline projects and increase efficiency while reducing costs.

  • Developed multifaceted, persona based SEO content strategy targeting each stage of the buying cycle
  • Increased page 1 keywords by over 2000% in less than 3 years. Resulted in a 44% average increase in incremental revenue year over year
  • Conducted keyword research using BrightEdge, Google Search Console/Analytics and other industry tools
  • Worked with internal teams to increase backlinks organically through webinars, blogs and news articles
  • Trained content, marketing and senior management teams on SEO best practices and internal strategy
  • Performed technical SEO audits, keyword research and mapping, and assess link building opportunities
  • Performed competitor SEO research including keyword gap analysis to identify areas of content opportunity and potential new product offerings
  • Created, managed and grew social media presence on Facebook, Instagram, Twitter, Google+ and YouTube for multiple business units
  • Developed automated reports to monitor campaign progress and overall SEO health
  • Researched search engine trends, algorithm updates and ranking factors, as well as monitored Google patent applications to identify and plan for possible future industry changes
Art of Rogue
2011-2014
President

Founded a marketing firm that offers small business owners a simple, yet comprehensive marketing solution. Created the firm’s business plan, strategic vision and brand from the ground up. Directed, trained and developed a highly talented team of Account Executives, Social Media Strategists and marketing professionals, along with an extensive network of sub-contractors. Managed every aspect of business operations from revenue forecasting and budget setting to legal requirements and vendor negotiations.

  • Researched local and national industry standards/trends to develop an effective pricing modal  
  • Worked with AE’s to create proposals, trained AE’s in effective, product specific sales tactics and, when necessary, attended sales meetings to negotiate and close new business—resulted in an 82% company-wide closing rate  
  • Identified and researched prospective clients to assist AE’s in client acquisition which helped AE’s exceed sales goals by 14%   
  • Designed, developed and implemented strategic campaigns—increased client RIO and client retention rates  
  • Regularly met/communicated with clients regarding campaign analysis and to explore the possibility of additional engagements; maximized per client revenue streams  
  • Commissioned in-house research on marketing and advertising practices of local small to midsize companies to identify industry trends and optimize client acquisition  
  • Negotiated with 3rd party vendors to reduce operating costs by 42%    
Barker Hedges/Digital Tiki
2009 - 2011
Marketing Manager

Managed PR, marketing and advertising strategies for a growing real estate firm. Brought on to re-brand and re-launch the firm’s core brands as part of a new strategic marketing plan and commissioned the development of several other brands. Developed non-traditional marketing techniques to exceed management goals under budget.

  • Leveraged effective design concepts and strategic content to develop a sales kit for agents which increased individual lead-to-sale conversion rates by an average of 34%  
  • Expanded the team’s reach by introducing a 2-part local access TV show/appearance, a weekly radio show on 107.9 FM and numerous targeted real estate websites  
  • Developed a highly complex, custom CRM application/company intranet to simplify lead/sales management, automate internal reporting and streamline internal/external communication  
  • Identified, analyzed and implemented non-traditional revenue streams and possible event marketing opportunities which strengthened brand recognition and increased overall market share  
  • Organized WordCamp MSP (2010)—a globally recognized technology conference—which included 35 nationwide speakers covering 5 tracks, over 400 attendees, $9k in tickets sales and $23k in additional sponsorship revenue  
  • Designed and implemented 8 additional brand concepts with revenue potential; including Digital Tiki, which I was made a co-owner of in 2010    
FOX9
2007-2009
Interactive Sales

Contributed to the overall growth and success of the internet sales department by assisting Account Executives and Web Sales Manager in proposal development, availability forecasting, campaign reporting, creative development and client management. Gained a thorough understanding of online advertising, including: revenue models, IAB standards, metrics, sales and pricing strategies and ad trafficking.

  • Created roughly 200 digital advertising campaigns (including in-page/expanding banner ads, rich media peelbacks, email blasts and microsites) for local and national clients—increased our average click thru rate to nearly twice the national average  
  • Provided design input/layouts for station pages (including In the Kitchen with FOX9, WeekendBuzz.tv, FantasyVictory.com, the award winning myFOXhockey.com and the newly redesigned myFOX9.com)
  • Managed online (at at times print) elements for station initiatives like the Battle of the Bands, One Tank Trips and WeekendBuzz.tv—provided update briefs to internal departments and/or delegate tasks
  • Designed and managed viral marketing components for station initiatives
  • Communicated with clients regarding campaign objectives & performance; when needed, offered creative and placement solutions for maximizing client’s ROI
  • Researched and recommended new online initiatives
  • Built web sales proposals with impressions and CPM/CPD rates—worked with Account Executives to build custom campaigns which increased proposal-to-sale conversion rate
  • Managed inventory and incoming orders—acted as liaison between station and centralized traffic department
  • Performed monthly/yearly audits—worked with Finance Manager to resolve unpaid invoices
  • Worked on station’s online strategic planning and marketing committees
  • Developed internal and external forms to streamline the online transaction process
  • Developed forecasting, inventory management, and campaign performance reports to optimize existing analytics
  • Selected as station's Employee of the Month after nomination by the VP of News - March 2009
  • Chaired “The C.R.E.W.” (Committee Responsible for an Enjoyable Workplace)
Optimal Advantage
2006-2006
Administrative Office Assistant

Assisted senior management in tasks required for a successful start-up.

  • Created an on-line contact database using Business Contact Manager
  • Organized a trade journal library and developed a user-friendly catalogue
  • Assisted Senior Executives on various projects

 

Education
Minnesota State University, Mankato
2002-2006
Major in Industrial/Organizational Psychology | Minor in Technical Communication
Portfolio
Strategic Planning
eCommerce
SEO
Process Development
Consumer Insights
General Marketing
Advertising
Graphic Design
Front-end Web Development
Back-end Web Development
Leadership
Business Development
Social Media
Data Analysis
SEM
Email Marketing
Content Development
Event Planning
Branding
PR