Summary
Overview
Work History
Skills
Certification
Timeline
Generic

Rudy Metra

Chicago,IL

Summary

Seasoned product and growth professional with over thirteen years of experience in analytics, digital implementation, and e-commerce, dedicated to driving revenue and exceeding goals through innovative product development. Expertise includes digital product management, technical integrations, and data-driven analytics, with a proven track record of leveraging analytical strengths, leadership capabilities, and technical aptitude in code, APIs, and tech stacks. Strong leader and problem-solver committed to streamlining operations, reducing costs, and enhancing organizational efficiency by bridging technical and executive stakeholders. Recognized for independent decision-making, sound judgment, and fostering collaborative environments that deliver scalable products and sustainable growth.

Overview

16
16
years of professional experience
1
1
Certification

Work History

Sr. Manager - Website Strategy

TruGreen
02.2024 - Current
  • Brought on to improve website conversion performance, but quickly expanded scope to lead enterprise-wide digital transformation across web, app, analytics, and ecommerce systems. Blend strategic thinking with hands-on execution and strong cross-functional collaboration.
  • Led a complete redesign and rebuild of the corporate website, creating a modern foundation for testing, scalability, and conversion optimization.
  • Overhauled landing page infrastructure supporting multimillion-dollar paid media campaigns, enabling faster deployment and experimentation.
  • Drove significant improvements in organic performance: +15% leads, +24% sales, and +2% lift in average plan cost year-over-year despite declining search demand.
  • Spearheaded redesign of the consumer-facing mobile app to improve utility, engagement, and retention.
  • Implemented Google Cloud integration to connect offline/internal sales data for use in predictive modeling and paid media bidding logic; pilot PMAX activation yielded notable performance gains.
  • Redefined ecommerce flow and supported rollout of new plan offerings to improve clarity and uptake.
  • Developed local microsites for 200+ branches to enhance regional visibility and SEO performance.
  • Planned and delivered high-impact digital features including a referral program, in-house chat bot, and third-party tech integrations.
  • Own day-to-day website management and provide organization-wide support; serve as primary partner to IT and lead the governance request process for marketing.
  • Mentor and manage one direct report, supporting development across analytics, Martech, and stakeholder engagement.
  • Managed large-scale projects and introduced new systems, tools, and processes to achieve challenging objectives.

Product Growth Manager

Vokal
03.2021 - 02.2024
  • Built long lasting partnerships with clients such as Culligan Water, Colony Hardware, ForeverCar, Owens Corning, and Dover.
  • Coordinated efforts between stakeholders, designers, and development teams to stand up new products for clients leading to an 80% client retention rate and increased portfolio size for Vokal.
  • Met or exceeded performance expectations for projects with KPI goals.
  • As the designated project lead for Vokal's largest clients, I spearheaded cross-functional teams, fostering a collaborative environment that led to high-quality deliverables and client satisfaction.
  • Managed a diverse project portfolio, including a successful end-to-end website development, new feature development, optimization of customer acquisition, market penetration & viability assessments, website redesign, SEO optimization, analytics implementation, and new product offerings.
  • Proactively immersed in client organizations, identifying and addressing their unique challenges, which led to the development of a customized growth and product strategy.
  • Excelled in client communication and relationship management, consistently receiving positive feedback for transparency and adaptability in dynamic project environments.

Digital Marketing Manager

Tide Cleaners
02.2019 - 03.2021
  • Primarily led digital marketing activities for the locker delivery segment, strategically driving customer engagement, retention, and acquisition.
  • Developed and maintained triggered email campaigns for both new and lapsed customers, significantly improving retention rates.
  • Achieved a 50% revenue increase year-over-year by expanding Google My Business campaigns for over 100 storefronts.
  • Managed the entire portfolio of Google AdWords campaigns for 100+ stores, effectively allocating budgets and optimizing for performance.
  • Drove a 100% conversion increase at a 65% cost increase through Google Ads, by implementing a novel budgeting/targeting strategy for our franchisee stores.
  • Developed and executed paid social media campaigns, enhancing the online presence and audience reach.
  • Played a key role in consolidating and relaunching multiple websites into a single brand.
  • Increased organic traffic by 30% through the development and implementation of an effective organic content strategy.

Ecommerce Project Manager/Analyst

TSI
08.2016 - 02.2019
  • Concept, develop and launch www.RocketReceivables.com to create a new business line for TSI.
  • Built and maintained reporting dashboards, forecasting models, and P&L reports.
  • Developed and managed budgeted marketing campaigns including SEM, display, social, and video.
  • Organic traffic saw a 52% increase quarter-over-quarter and 638% increase year-over-year through the development of an SEO focused content strategy.

Ecommerce Analyst

Sourcebooks
02.2015 - 08.2016
  • Built analytics dashboards, A/B testing, Marketing analysis, and other data driven analyses using tools such as Google Analytics, Optimizely, IBM Silverpop, and Usertesting.
  • Create automated email trigger campaigns for re-engagement, shopping abandonment, and targeted marketing.

Business Ecommerce Manager

Fanatics
11.2009 - 06.2014
  • Aligned marketing efforts between multiple domains such as Social Media, Mobile, SEO, Paid Search, Direct Mail, TV, and Radio.
  • Provided in-depth analyses of performance using in-house reporting suites, Omniture, and Google Analytics for clients and our executive team.
  • Maintained and developed relationships with our entire NBA client portfolio.

Skills

  • Expert at blending creative and analytical thinking for problem-solving and strategy development
  • Proficient with backend systems (Google Tag Manager, marketing pixels, HTML, Search Console), and knowledgeable in code, APIs, and tech stacks
  • Skilled at bridging the gap between technical, executive, and marketing stakeholders, ensuring effective communication and collaboration
  • Comprehensive understanding of digital marketing strategies and tools
  • High adaptability and quick learning agility in fast-paced environments

Certification

  • Google Ads Certification
  • Google Analytics Certification
  • Top 5% Google Ads Skills Assessment (LinkedIn)

Timeline

Sr. Manager - Website Strategy

TruGreen
02.2024 - Current

Product Growth Manager

Vokal
03.2021 - 02.2024

Digital Marketing Manager

Tide Cleaners
02.2019 - 03.2021

Ecommerce Project Manager/Analyst

TSI
08.2016 - 02.2019

Ecommerce Analyst

Sourcebooks
02.2015 - 08.2016

Business Ecommerce Manager

Fanatics
11.2009 - 06.2014

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