Cheryl Burke
Eliot,ME
Summary
Strategic and results-oriented Senior Marketing Manager with over 15 years of experience developing, managing, and implementing effective marketing strategies. Skilled in leveraging data-driven insights to create effective campaigns. Adept at driving online visibility, increasing organic traffic, and optimizing paid search campaigns to meet business objectives.
Overview
2026
2026
years of professional experience
Work History
Senior Manager SEO, SEM, and Media Buying
AICPA
2025 - Current
- Developed and executed a holistic strategy across SEO, SEM, and paid social media to distribute content to increase organic traffic and keyword rankings, increase competitive share of voice, and maximize ROI
- Developed AI-driven content strategy to increase visibility in AI Overviews
- Developed reporting using actionable data-driven insights
- Managed large-scale projects and introduced new systems, tools, and processes to achieve challenging objectives.
- Mentored junior staff members for skill development and career progression within the organization.
Manager, SEO
AICPA
2024 - 2025
- Developed a comprehensive SEO strategy across multiple websites
- Developed corporate SEO best practices across all brand websites
- Completed comprehensive competitive SEO analysis to understand share of voice and competitive landscape
Search Marketing Manager
New Balance
01.2022 - 01.2023
- Executed SEM and SEO strategies across the US, Canada, and Joe's New Balance Outlet, resulting in significant revenue and traffic growth
- Drove a +47% YOY traffic increase and +60% revenue increase during the critical Thanksgiving weekend
- Achieved a 28% YOY revenue increase within the first three months
- Turned around Google Shopping performance from a 0.5 ROAS in Dec 2021 to a 4.6 ROAS in Dec 2022
- Analyzed market trends to identify new opportunities, adjusting marketing plans accordingly for maximum effectiveness.
- Increased brand awareness by developing and implementing strategic marketing campaigns.
- Managed budgets, allocating funds strategically towards high-impact initiatives that supported overall business goals.
SEO Manager
New Balance
01.2019 - 01.2022
- Orchestrated the organic search strategy for US and Canada, generating a +100% YOY organic search revenue increase in 2020 for NBUS
- Launched 7 SEO-optimized websites in multiple countries within 10 months, enhancing global online presence
- Defined and led the global technical SEO roadmap, driving efficiency and international organic search visibility
- Exceeded a 5-year goal of $52 million in organic revenue two years ahead of schedule in 2021, generating $57 million, and further increased revenue to $81 million in 2022
Associate Manager, Search Engine Optimization
New Balance
01.2017 - 01.2019
- Developed and executed New Balance's first comprehensive SEO strategy, laying the foundation for future growth
- Collaborated with cross-functional departments to define and implement growth strategies, resulting in 2018 growth: +23% organic traffic, +22% organic revenue, +17% page 1 keyword rankings, and +15% running shoe keywords on page 1
Digital Content Manager
Wolverine Worldwide
01.2015 - 01.2017
- Managed omnichannel content strategies for multiple Wolverine children's brands, optimizing brand positioning and marketing reach
- Collaborated with marketing and design teams to develop and plan site content, layout, and style.
- Developed and executed a successful SEO strategy for Stride Rite, leading to increased organic visibility and revenue
- Launched a website redesign in July 2016, enhancing user experience and brand image
- Oversaw digital marketing strategies to support promotional calendars, driving sales and customer engagement
Senior Content Marketing Strategist
Brafton
01.2015 - 01.2015
- Managed a portfolio of 30+ specialized clients, delivering tailored and high-impact content marketing strategies
- Designed custom multi-faceted content marketing campaigns, including editorial content, video, infographics, and social media, resulting in increased client satisfaction and success
Content Marketing Strategist
Brafton
01.2013 - 01.2015
- Managed a diverse portfolio of 30+ clients, providing innovative and results-driven content marketing strategies
- Offered ongoing SEO consultation, improving client website rankings and online visibility
- Liaised with production teams and clients to ensure seamless delivery, execution, and measurement of content
Marketing Manager
Unispace
01.2012 - 01.2013
- Executed RFPs for interior design projects across the Eastern US
- Tracked lead generation metrics, analyzed targets, progress, and success rates
- Developed digital initiatives, including content marketing, email marketing, newsletters, and lead generation
- Wrote and distributed press releases through various media outlets, increasing brand awareness and market presence
Marketing Communications Specialist
Babcock Power
01.2008 - 01.2011
- Developed and implemented a full-funnel marketing strategy for conservational power services, driving brand recognition and revenue growth
- Pioneered the company's first SEO strategy, boosting organic search visibility
- Managed corporate website content, ensuring a consistent and impactful brand image
- Wrote and distributed 30+ press releases annually, generating media coverage and enhancing the company's reputation
- Organized and managed 30+ corporate events per year, including trade shows, conferences, and networking events, fostering valuable industry connections
Marketing Assistant
Babcock Power
01.2007 - 01.2008
- Collaborated on the development of a redesigned corporate website, improving user experience and brand image
- Wrote compelling copy for corporate literature and direct mail, engaging potential clients and partners
- Managed 30+ corporate events annually, including trade shows, conferences, and networking events, enhancing the company's industry presence
- Acted as the primary point of contact for outside vendors, ensuring seamless coordination and execution of marketing campaigns
Education
Bachelor of Science (B.S.) in Marketing - Marketing
Bryant University
Skills
- Strategic planning
- Cross-functional collaboration
- Data-driven decision making
- Data analytics
- Project Management
- Budget oversight
- On-page optimization
- Technical optimization
- Keyword research
- Competitive analysis
- Google Analytics
- Google Search Console
- Adobe Analytics
- Semrush
- Siteimprove
- Accuranker
- Salesforce Commerce Cloud (Demandware)
Awards
Most Dedicated Member, Bryant Marketing Association
Timeline
Search Marketing Manager
New Balance
01.2022 - 01.2023
SEO Manager
New Balance
01.2019 - 01.2022
Associate Manager, Search Engine Optimization
New Balance
01.2017 - 01.2019
Digital Content Manager
Wolverine Worldwide
01.2015 - 01.2017
Senior Content Marketing Strategist
Brafton
01.2015 - 01.2015
Content Marketing Strategist
Brafton
01.2013 - 01.2015
Marketing Manager
Unispace
01.2012 - 01.2013
Marketing Communications Specialist
Babcock Power
01.2008 - 01.2011
Marketing Assistant
Babcock Power
01.2007 - 01.2008
Senior Manager SEO, SEM, and Media Buying
AICPA
2025 - Current
Manager, SEO
AICPA
2024 - 2025
Bachelor of Science (B.S.) in Marketing - Marketing
Bryant University
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