Michael de Beer
Digital Marking Manager
Orlando,FL
Summary
Self-motivated Marketing expert with 24 years of proven leadership, organizational and customer relations skills. Independently solves problems and keeps teams on task to handle diverse business requirements with a history retaining clients and talented staff.
In the paste 24 years I have driven to Serve as a leader for digital marketing excellence via Optimization (specializing in Conversion Rate Optimization), Analysis, A/B testing often being the bridge between business partners and senior leadership.
Worked with Universal Studios, Disney, Nissan, Pepsi, Visa and many STM companies to optimize their Digital content and strategy based on past web analytics and future market trends, growing their brand presence in the digital space.
20 years’ experience working on web applications and Digital Marketing campaigns with theDigiblender (my company), including SEO and SEM, Social Media Marketing, Email Marketing and Content Marketing solution based on data driven decision making.
Well versed in analyzing and reviewing data with all stakeholders – from explaining the importance of social signals to developing a market segmentation strategy based on User Jouneys, demographics, cross-brand Keywords and web experience (mobile or desktop).
Overview
24
24
years of professional experience
Work History
Yield & Optimization Manager
Disney Worldwide
Orlando, Florida
05.2013 - Current
- Advised all groups within Walt Disney Parks and Resorts Online, including Disneyworld, Disneyland, Disney Hong Kong, Disney Paris, Disney Weddings, Disney Meetings, Disney Cruise Line and The Disney Institute to improve their brand objectives and ROI through improved conversation rates, higher amplification rates and greater growth across all channels
- Have run over 100 A/B tests in order to help our business partners make data-driven decisions, optimizing their marketing efforts, continuously improve their strategies, personalize experiences, and enhance the user experience. I
- Increased customer satisfaction, and improved ROI for businesses all Disney sites using Multivariate Testing, Sequential Testing, Bandit Testing, Personalization Testing
- Building on what they have and growing brand presence in the digital space including emerging digital platforms and technologies like Disney Plus and Mobile Optimization
- Using Disney’s website management platform analyzed key data and metrics from Omniture, Analytics, Google’s Web Master Tools and YouTube and Facebook Insights to improve marketing performance, channel growth and to recognize trends and or issues facing all aspects for their Digital footprint
- Based on historic data analysis, ongoing site optimization, and weekly monitoring of all site metrics and Internet marketing projects the test was a great success and showed significant improvement in the CTR of all the Bloggers that participated in the test and Machine Learning Campaigns.
- From website optimization, Blogging, increasing Social Engagement Rates and working on their Mobile presence
- Ran weekly meetings with The Disney Institute, Disney Meetings and Disney Weddings to help plan, execute and analyze all optimization results with ongoing weekly reports
- Work with developers, project managers and cross-discipline team members to implement Digital Marketing and SEO best practices on all projects going forward
- Represented Digital Marketing findings to all stakeholders in cross-company and cross-departmental meetings and work sessions.
- Self-motivated, with a strong sense of personal responsibility.
- Managed time efficiently in order to complete all tasks within deadlines.
Digital Marketing Manager
TheDigiBlender.com
01.2000 - Current
- Full service consulting company for Small to Medium businesses on every aspect of their Digital Marketing footprint includes Website Development, Email Marketing, SEO, Social Channels Marketing and Social Channel Listing
- Work with your teams to figure out where they are and where they want to be and what the best way to get them there. From a full Digital Path for current and new customers to find them online.
- Manage all online marketing opportunities including optimizing all web properties utilizing their Social Media footprint and implementing SEO and SEM packages with an end goal of affordable lead generation and real-time and post campaign Data analysis
- Build custom Analytics Dashboards utilizing Data Lakes to creating truly Holistic monthly progress reports based in a constantly changing digital landscapes. Tracking metrics such as Engagement Rate, Funnel Penetration, Channel optimization, Campaign ROI (online and offline), A/B Test outcomes and Brand
- Expert in Adobe Analytics, GA4, BrightEdge and Conductor Natural Search Optimization platform leveraging the platform to measure and predict SEO performance based on Keyword analysis of the geo-targeted markets including analysis of all competitors in the market
- Manager of e-mail campaigns for many Businesses improving Open, Engagement and ultimately conversion by segmenting and micro-targeting users based on deliberate Content A/B testing
- Creator and manager of Facebook campaigns, AdWords campaigns and CRM campaigns with a focus on bring the data into the Data lake and then using all data - are the KeyWords which perform will in SEO being targeted in AdWords and Content Marketing efforts.
- Using Google and Adobe Tag Manager to track all aspects of User Interaction across all platforms and devices.
- Utilize Analytics to vigorously track and analyze all client data, including all analytics schemes, funnels, goals, customer journeys, A/B testing and using attribution models to fully attribute success based on modeling rather than first or last touch.
- Looking beyond simple conversion rate metrics using advanced analytics techniques such as funnel analysis, cohort analysis, or segment analysis which provide deeper insights into how different Site or App visitors impact user behavior at different stages of the customer journey.
- Understanding the broader impact of A/B tests and making data-driven decisions.
- All online targeted marketing campaigns pushing traffic to specially created and tested landing pages for different devices, User segments and site behaviour analytics to maximize Lead generation, ROI and revenue generation.
- Managed team engaged in ongoing product optimization, account management and ad placement.
- Increased customer engagement through social media optimization.
- Tracked and capitalized on emerging industry trends to boost campaign performance.
- Drove cross-functional collaboration with focus on quality service delivery.
- Developed and implemented successful digital marketing campaigns to drive customer engagement and increase brand awareness.
- Led and managed talented teams to plan and implement project tasks meeting timelines and exceeding expectations.
Senior Web Analyst
Universal Orlando Resort
Orlando, Florida
04.2014 - 12.2015
- Adobe Optimization and Analytics focused, Working as the lead Analytics, Target and Audience Manager implementation specialist I moved Universal from an outdated implementation to the latest Appmeasurement.js, Marketing Cloud ID Service (for cross device tracking) and away from s_code, Target classic and visitor ID syncing to improve mBox load times, cross device cookie tracking and using Omniture for more accurate reporting
- I served as the primary contact between marketing and the technical development teams to implement, test, monitor and report all Analytics, Target and Audience Manager that often extend across social, web, mobile, online advertising, search and apps
- I ensured all testing specifications and implementation requirements are met to accurately measure results in both Adobe Test & Target and Omniture often using advanced segmentation to better understand the conversion results and to get a better understanding of the true measure for statistical confidence
- I worked with other data management, analytic, technology and business groups within the enterprise to ensure that the data needed was actuate, comparing Target and Analytics data to database sales and Revenue data using SKU’s
- With a very strong comprehension of A/B testing methodologies and optimization fundamentals, I work with all stakeholders in campaign planning, strategic execution, setting and achieving KPIs and performance reporting
- I use advanced web analytics methodologies to track audiences, campaigns, and conversion segmentation and performance data
- Working with all teams to design optimization plans and strategies to gain insight into visitor behavior and to increase conversion rate.
Online Marketing Analyst
TBWA
Toronto
07.2010 - Current
- Collaborated with internal departments at TBWA (creative and media departments), external agencies (Google and Facebook), clients (Nissan, Visa, Gatorade and KPMG), and with other creative agencies on both local and national campaigns
- Integral in all aspects of clients’ online marketing campaigns including managing their SEO/SEM initiatives, email and internet-based marketing campaigns and social media channels, reviewing all key performance data
- Worked with our development team to optimize client’s web presence including optimizing websites, microsites and landing pages for all campaigns using A/B testing
- Was Lead Google Analytics Data Analyst for Nissan, KPMG, Gatorade and Visa on all KPIs for their marketing campaigns, including creating all Analytics Schemes, Funnels, Goals and Dashboards
- Working with Creative Teams, TBWA Marketing Directors, The Director of Technology and the Nissan marketing teams with focus on continued improvement leading to a dramatic increase in not only Shares/RTs and Likes of Nissan’s 2013 product line but also an eighty percent increase in page and video engagement and a significant increase in channel growth
- Created monthly reports analyzing Digital Performance across all channels (using the BrightEdge Platform), advertising campaigns via funnels and goal conversions in Google Analytics and Social Media campaign using Insights
- Lead monthly and quarterly meetings with all stakeholders to review analysis of KPI and ROI data.
- Reviewed marketing department's monthly analysis of customer acquisition data and campaign performance and made recommendations for improvement.
- Monitored user behavior and lead generation.
- Increased brand awareness through targeted initiatives.
Web Developer/Database admin
Marketvision Real Estate Corp
Toronto
04.2008 - 01.2010
- Jira-like task management system manager
- Salesforce CMS Manager
- Organizational, Administrative and Time Management Experience
- Managed Oracle database with 50 tables and more than 40 000 rows creating daily, weekly and monthly reports
- Manage all aspects of digital applications including development, e-mail, back-up and database management
- Managed data from over 30 buildings
Education
Adobe Test and Target Training - undefined
Adobe Analytics
Reports & Analytics Implementation (advanced) Adobe/Omniture SiteCatalyst (Processing Rules Certified) Google Analytics Certified Oracle SQL training Oracle DBA training - Database Administration & Management Microsoft Visual Basic for Databases, Microsoft Visual Basic 6.0, C - undefined
Diploma - Advanced Chinese
Intermediate Business Chinese, Advanced Chinese Characters, Influence of Taoism in China today.
resume@michaeldebeer.com
Page 5 of 4
Skills
Conversion Rate Optimization
undefinedAdditional Information
- I am a Digital Marketing professional with a background in leading marketing campaigns for innovative brands, agencies, and local businesses. From delivering strategic and tactical analysis that help drive business operations, multi-channel integration and overall business strategy based on trusted data segmentation with a drive to continually innovate using technology, segmentation and presentation. I use both Adobe and Google tools for reporting to develop data-driven hypotheses to design, plan, launch campaigns that help answer often complicated business questions and objectives. Work with other data management, analytic, technology and business groups within the enterprise to ensure that the data needed is available for analysis. As a consultant I am responsible for taking complicated data and compiling reports using a consistent voice across all campaigns and analysis to integrate and manage the compilation and dissemination of regular (e.g. weekly, monthly, quarterly, etc.) reports on performance and overall campaigns. With all projects I am responsible for launching and leading, I use a full spectrum of tools including Analytics tagging using DTM and GTM, A/B Testing using Adobe Target and Google Optimize, Analytics reporting using Site Catalyst and Google Analytics 360. All of these projects are a team effort, working through strategy and critical partnerships with, user experience and design teams, development and database teams and non-technical stakeholders to understand how data can complement a design-centric decision process and focus. I have created process documentation for all upstream and downstream teams; including detailed project plans, multiple UAT test plans, extensive change migration, content management and ongoing communication plans to gain full adoption of both product and new processes. As an implementation specialist I work with all stakeholders to clarify campaign requirements and oversee accurate implementation of data tracking. My responsibilities include facilitating the establishment of consistent reporting standards, templates and data visualizations using Excel, PowerPoint and Tableau presentation applications for all campaigns. With a development background (one I keep up using HTML5, CSS3) I am keenly aware of all the latest technical developments with regard to Internet Marketing and Digital in general, just please don’t ask me to explain Bitcoin. I look forward to the opportunity to discuss my candidacy with you. I may be reached by e-mail at resume@michaeldebeer.com or by phone at 407-962-5094.
Timeline
Senior Web Analyst - Universal Orlando Resort
04.2014 - 12.2015
Yield & Optimization Manager - Disney Worldwide
05.2013 - Current
Online Marketing Analyst - TBWA
07.2010 - Current
Web Developer/Database admin - Marketvision Real Estate Corp
04.2008 - 01.2010
Digital Marketing Manager - TheDigiBlender.com
01.2000 - Current
- Adobe Test and Target Training,
National Cheng Kung University - Reports & Analytics Implementation (advanced)
Adobe/Omniture SiteCatalyst (Processing Rules Certified)
Google Analytics Certified
Oracle SQL training
Oracle DBA training - Database Administration & Management
Microsoft Visual Basic for Databases, Microsoft Visual Basic 6.0, C,
- Diploma, Advanced Chinese
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