Kendall Carpenter
Houston,Texas
Summary
Results-driven web strategist with a proven track record at IBM, specializing in conversion rate optimization and SEO. Successfully developed data-driven web experiences that enhanced user engagement and increased conversions. Proficient in A/B testing and cross-functional collaboration, leveraging analytics to deliver actionable insights and create impactful web experiences.
Overview
4
4
years of professional experience
Work History
Lead Web Strategist, Campaign Experiences
IBM
Houston, TX
01.2024 - Current
- Lead global web strategy for traffic from paid media channels like Dynamic Creative Optimization (DCO) banners, native ads, paid social and out-of-home advertising
- Collaborate cross-functionally to design, build, and globalize data-driven campaign landing pages that engage paid audiences and drive conversion
- Develop audience-first personalization strategies to deliver relevant content to the right audiences
- Use heat map data from Medallia DXA and funnel data from Google and Adobe Analytics to identify and optimize areas of friction in the user journey
Worldwide Digital Strategist, IBM Automation
IBM
Austin, TX
07.2021 - 01.2024
- Developed global product web experiences to drive conversions through trial and demo sign-ups
- Created an SEO strategy using Ahrefs and Clearscope, optimizing 50+ landing pages and achieving top 10 search rankings
- Conducted A/B testing to personalize experiences for repeat visitors, boosting conversion rates
- Refreshed a key product experience with insights from competitive analysis, Google Analytics, and Medallia DXA, resulting in a 1.65% increase in conversion and a 6.6% decrease in bounce rate
Worldwide Digital Strategist, IBM Cloud
IBM
Austin, TX
01.2021 - 07.2021
- Collaborated with cross-functional teams to optimize the organic web experience, focusing on product benefits, client stories, and business partner information
- Ensured SEO optimization for improved visibility and rankings
- Delivered monthly reports on KPIs, user behavior, and actionable insights
Campaign Manager
IBM
Austin, TX
10.2020 - 12.2020
- Collaborated with product marketing and sales teams to develop and implement a go-to-market strategy leveraging organic campaign tactics
- Conducted audience research to define and build an ideal customer profile
- Partnered with sales to create a list of target clients
- Created executive presentations to communicate campaign strategy and progress
Education
Bachelor of Science - Marketing - Analytics And Consulting
Texas A&M University
College Station, TX05-2020
Skills
- Conversion rate optimization
- A/B testing and personalization strategy
- Search engine optimization (SEO)
- Adobe Analytics
- Google Analytics
- Medallia DXA
- Verbal and written communication
- Microsoft Office
- Cross-functional collaboration
- Project management
- Data analysis
- User journey optimization
- Adobe Experience Manager
- Campaign management
Timeline
Lead Web Strategist, Campaign Experiences
IBM
01.2024 - Current
Worldwide Digital Strategist, IBM Automation
IBM
07.2021 - 01.2024
Worldwide Digital Strategist, IBM Cloud
IBM
01.2021 - 07.2021
Campaign Manager
IBM
10.2020 - 12.2020
Bachelor of Science - Marketing - Analytics And Consulting
Texas A&M University
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