Résumé & Credentials



Founder & President at Identity Developments, LLC

Privately Held; Internet Marketing industry
2003 – Present

Founded the company and managed all aspects of the business including client management, business development, web design, and search engine optimization.

Wrote a monthly column called “Presence Pointers” (republished online at Instillery http://www.instillery.com/) for BusinessWatch Magazine.

SEO Manager at IBM iX

Public Company (IBM); Technology Company
June 2017 – October 2018
Contracted to support the iX division as they built out the SEO offering.

  • Keyword research
  • SEO site audits
  • Template and tool development
  • Monitoring the industry and informing the broader team of relevant news.

Director, Search Marketing at SilkRoad Technology

Privately Held; HR Software Industry
May 2012 – May 2016
Directing SilkRoad’s domestic and international SEO & Paid Search marketing efforts to drive traffic, customer acquisition and revenue.

Organic Search Performance:

  • 43% YOY site-wide organic traffic growth
  • 135% YOY key site section organic traffic growth
  • key site section % of all organic traffic = doubled
  • 111% increase in Google page-1 rankings
  • record for page-1 rankings on key terms

Paid Search Performance:
(first month managing program)

  • Record high leads
  • Record high leads/day
  • Record low cost/conv
  • 2nd lowest monthly spend at less than 80% of the budget

Development of robust reporting for general site analytics, SEO dashboard and tools, paid search tools, as well as departmental budgeting and financial ledger.

Assessing search marketing performance of all of SilkRoad’s web properties.

Assisting with social media and other marketing campaigns.

Director, Product Manager at Rio SEO / Covario

Privately Held; Internet industry
September 2011 – May 2012
Serving on the management team for Rio SEO, the new, dedicated software business unit of Covario, Inc. Aided in the development and rollout of the new brand and business unit.

Managing development of SEO SaaS products and new product development. Also involved with client consulting, business development, and M&A review.

Senior Manager, SEO at Covario

Privately Held; Internet industry
May 2010 – September 2011

Led Madison-based SEO Services team of SEO Strategists while leading strategic initiatives for key global brands. Assisted with department management including staffing, profitability, hiring, and training. Developed & refined SEO services’ methodologies & client deliverables.

Consulted with internal product development & marketing teams around product development & social media presence and strategy. Served on Key Managers & Directors group.

Senior Search Consultant at Covario

Privately Held; Internet industry
January 2010 – May 2010

Covario acquired Netconcepts (US) in January 2010. As Senior Search Consultant, developed and led SEO strategic consulting engagements with leading global brand clients. Developed & refined SEO services’ methodologies & client deliverables. Also assisted with pre-sales analysis & recommendations.

Lead Consultant & Natural Search Marketing Strategist at Netconcepts

Privately Held; Internet industry
May 2008 – January 2010

Served as Lead Consultant and Natural Search Marketing Strategist for Netconcepts, primarily responsible for the development of natural search marketing strategies and technical strategies for Netconcepts’ consulting and GravityStream clients. Also responsible for the development and innovation of natural search methodologies and Netconcepts’ organic search product offering.

As a thought leader, educate clients and staff, leading them on the natural search journey through training on detailed keyword research, technical site optimization, content optimization, link building, social media optimization, and a myriad of other SEO and natural search best practices. Also presented at the American Marketing Association’s annual Marketing Workshop and the renowned Brandworks University, as well as contributed to Multichannel Merchant, CNET’s blog network, Natural Search Blog, MarketingProfs, and as a member of SEOmoz’s SEO community.

Natural Search Consultant at Netconcepts

Privately Held; Internet industry
February 2008 – May 2008

Oversaw Natural Search Optimization engagements with leading-brand online retailers. Assisted clients in the development of best practice SEO strategies through keyword research, site assessment, and analysis to strengthen their search placement and overall web presence. Provided education and training to empower clients in managing their natural search marketing.

Natural Search Analyst at Netconcepts

Privately Held; Internet industry
October 2007 – February 2008

Analyzed top brand websites to define optimization opportunities and solutions, created client deliverables, and ensured client service levels were fulfilled. Contributed to natural search growth strategies, developed specific tactical recommendations to capitalize on natural search opportunities, served as the direct contact with leading client brands, managed engagement, and communicated program performance.

Natural Search Program Manager at Netconcepts

Privately Held; Internet industry
May 2007 – October 2007

Oversaw natural search optimization engagements, helped develop optimization program plans for top brands, managed the completion of initiatives, ensured client service levels were met, and created retention strategies.

Consumer Segment Manager at Newell Rubbermaid (Eldon / Newell Office Products Division)

Public Company (NWL); Consumer Goods industry
2002 – 2002

Led cross-functional new product development team within the office products industry. Focused on front-end identification of consumer problems and needs and the development of new product solutions within existing categories or through the creation of new product categories.

Product Manager at Newell Rubbermaid (Eldon / Newell Office Products Division)

Public Company (NWL); Consumer Goods industry
1999 – 2002

Managed Storage and Organization product category of office products through product line management and development and launch of new products.

Assisted in the development and launch of the New Product Development Process. Oversaw and performed consumer research.

Associate Product Manager at Newell Rubbermaid (Eldon / Newell Office Products Division)

Public Company (NWL); Consumer Goods industry
1998 – 1999

Managed the Back-To-School and Miscellaneous Office Supply product categories, featuring the industry-leading Spacemaker® line of school boxes. Responsible for new product development and product line management.

Managed licensed properties, led Back-To-School research, developed structural design for new school box pallet, and created new Back-To-School comprehensive, “sales presentation” brochures.

Senior Account Representative at Newell Rubbermaid (Eldon / Newell Office Products Division)

Public Company (NWL); Consumer Goods industry
1997 – 1998

Tracked and reported sales information at the divisional and corporate group levels. Prepared new item setups for key mass market accounts and assisted in planogram development.

National Sales Representative at Newell Rubbermaid (Levolor Home Fashions Division)

Public Company (NWL); Consumer Goods industry
1995 – 1997

Managed retail, national accounts territory within the home fashions/window furnishings industry. Developed Product Knowledge Training Manual and launched intensive product knowledge training programs.


Coe College

BA, Business Administration
1991 – 1995

Activities and Societies: Lambda Chi Alpha (Offices held: President, Vice-President), Resident Assistant.

Abroad study at the University of Nottingham, Nottingham, England, within the Department of Manufacturing Engineering & Operations Management, 1994 – 1995.

Lake Forest College

Business, Computer Science
1988 – 1989

Attended LFC for 1 semester, then took a little time off to try to figure out what I wanted to do when I grew up… turned out to be a work in progress.

Staples Invention Quest™ Semi-Finalist

Late in 2003, I entered some product concept ideas into a contest by Staples for new office products. There were over 8,000 entrants, out of which 100 were chosen as semi-finalists. One of my concepts was chosen, which I then presented to a small committee of Staples representatives and representatives of some design groups that were also involved with the contest.

Twelve finalists were chosen, however, mine, unfortunately, wasn’t one of them. It really was a great honor to be chosen even to make it to that level out of so many concepts and the concept is still under consideration. By the way, the final winner was the same guy who invented the Super Soaker™, so you can see that there were some big-league inventors involved in this competition.