Dalton Uhing

Business Growth & Market Positioning

• Contributed to dealership becoming the #1 Sylvan dealer in the United States by unit volume
• Developed localized SEO dominance strategy targeting Milwaukee, Waukesha, and regional marine markets
• Built brand authority through structured content strategy, lake guides, buyer guides, and event marketing
• Increased organic search rates by over 300% over a 2 year span.

Digital Marketing & Paid Media

• Develop and execute Google Ads and Meta Ads campaigns with advanced keyword clustering, negative keyword filtration, and demographic targeting
• Reduced wasted spend through search intent filtering and high-intent ad structuring
• Implemented GA4 event tracking with consent-aware deployment
• Managed conversion optimization through landing page refinements and UX improvements

Technical Web Implementation

• Customized DealerSpike CMS through direct HTML/CSS/JS edits
• Built responsive UI improvements (navigation adjustments, collapsible search behaviors, modal optimization)
• Improved Core Web Vitals through image compression, asset control, and structural cleanup
• Implemented advanced tracking and structured data enhancements

SEO & Content Strategy

• Wrote and optimized long-form SEO content (750+ word structured blog posts)
• Built metadata strategy adhering to strict character limits for CTR optimization
• Developed structured internal linking architecture
• Optimized alt-text and image SEO strategy
• Created seasonal campaigns tied to search intent (winter buying, boat shows, service timing)

Operations & Systems

• Evaluated on-premise and cloud-based infrastructure solutions
• Researched, assessed, and implemented Nextcloud self-hosting systems
• Integrating VPN and file hosting solutions for secure internal operations
• Integrated marketing analytics into broader operational decision-making

• Directed daily bar operations in high-traffic entertainment settings including tournaments, private bookings, and large-scale public events
• Recruited, interviewed, onboarded, trained, and retained high-performance bartending teams in competitive labor markets
• Built structured training programs emphasizing upselling, product knowledge, responsible service, and guest engagement
• Developed staffing forecasts using traffic patterns and sales data to optimize labor cost percentages
• Led under pressure during peak-volume nights while maintaining speed, accuracy, and hospitality standards
• Implemented conflict resolution procedures to preserve a controlled and professional environment in high-energy atmospheres

• Designed beverage menus featuring craft cocktails, draft programs, seasonal promotions, and high-margin specialty drinks aligned with venue demographics
• Executed event-driven promotions tied to sports, entertainment partnerships, and seasonal traffic spikes (including collaboration with Wisconsin Herd and EAA events)
• Monitored and improved margins through cost-of-goods management, portion control enforcement, and performance benchmarking
• Managed company financial allocation for procurement, equipment upgrades, and promotional initiatives
• Delivered measurable improvements in revenue and guest satisfaction through open-ended operational mandates

• Regulated beverage inventory through strategic ordering, vendor negotiations, and weekly shrinkage tracking
• Negotiated with liquor distributors, beer representatives, and equipment suppliers to secure favorable pricing and promotional support
• Implemented strict cash handling procedures, POS accuracy audits, and nightly reconciliation processes
• Adjusted ordering strategies dynamically to mitigate spoilage and overstock during unpredictable demand cycles

• Maintained full compliance with Wisconsin alcohol laws, age verification protocols, and local health department regulations
• Enforced sanitation and presentation standards consistent with premium entertainment venues
• Implemented evolving state and local COVID mandates including occupancy limits, distancing requirements, and bar-top restrictions
• Adjust inventory ordering strategies to reduce spoilage and overstock during unpredictable traffic patterns

• Coordinated service with kitchen operations, arcade floor management, private event teams, and group booking coordinators to ensure guest satisfaction
• Rapidly restructured bar layouts and service flow to accommodate distancing mandates without sacrificing service speed
• Oversaw maintenance of draft systems, refrigeration, bar equipment, ice cream machines, and glassware; coordinated preventative maintenance and repairs
• Managed phased shutdown and reopening strategies during regulatory disruptions

• Safely handled full kegs (150+ lbs with assistance), bulk inventory deliveries, and large product movements
• Maintained operational endurance during extended service periods and high-intensity event environments