Summary
Overview
Work History
Education
Skills
Websites
Software
Work Availability
Quote
Additional Information
Interests
Timeline
Generic
Stela Yordanova

Stela Yordanova

Aurora,CO

Summary

ACCOMPLISHED CANDIDATE FOR WEB STRATEGY DIRECTOR

Driving significant results through the analysis and improvement of website performance

Experienced Web Strategy Leader with expertise building and leading effective strategies that deliver world-class website and digital experience to improve visitor engagement, conversions and search engine performance to increase sales and revenue. Leads the development of marketing plans, strategies, and content that improve both visitor traffic as well as conversions to sales. With Salary.com, redesigned CTAs and lead generation functionalities to spark a greater than 200% increase in monthly lead volume. A demonstrated record of success establishing strong and effective web marketing and performance strategies in a series of roles with Salary.com, Avid Demand, Greenlight Digital, and other corporations.

Overview

15
15
years of professional experience
3
3
Languages

Work History

Senior Website Marketing Manager

Salary.com
01.2021 - Current
  • Leads vision, strategy, and execution for all facets of B2B website marketing, with a focus on driving lead generation, optimizing conversions, and building content to position the company as a trusted thought leader and subject matter expert in compensation intelligence
  • Coordinates with web development and design teams to build mockups, perform CRO testing, and implement new landing pages and website functionality
  • Supervises two marketing associates and interns
  • Outstanding results, delivering a greater than 200% increase in monthly lead volume by collaborating with the Vice President of Marketing to introduce new functionalities on the website
  • Supports customer acquisition and demand generations campaigns aimed to educated prospects about product demos and free trials
  • Innovates and publishes new content providing insight into trends in pay equity and compensation, and launched a podcast series on these and other topics
  • Skyrocketed traffic to the business section of the website from 70,000 visits to 150,000
  • Proactively identifying, optimizing and solving web performance issues
  • Established a framework for business intelligence and analytics, championing the adoption of Google Analytics and Google Tag Manager to provide insight into website visitor engagement, visit duration, and conversions
  • Identifies trends and patterns that support evidence-based decisions on ways to improve the customer experience
  • Defined a web performance reporting framework with KPIs for the site and using them to drive website design and optimization decisions
  • Introduced policies, procedures, and best practices for project management that has reduced delivery cycles by several weeks, enabling developers and design teams to prioritize tasks and work more efficiently
  • Partners closely with cross-functional teams (design, development, product marketing) to ensure accurate timing, capabilities, and execution of one-off and ongoing website projects and campaigns
  • Continuously contributing to evaluating, maintaining, and integrating new website and marketing technology
  • Owns and executes strategic landing page implementation and updates, including data measurement and conversion tracking
  • Regularly researches and tests visitor website experience, develop detailed strategic documentation including competitive analysis, website roadmaps and campaign planning
  • Owns, analyzes and communicates website performance and digital marketing campaign results including key performance metrics on a monthly and quarterly basis
  • Analyzes page performance and visitor behavior on landing pages to identify areas of improvement with Google Analytics, Adobe Analytics and HotJar
  • Oversees the day-to-day management of Salary.com website, including content planning, development, design and overall website health
  • Actively collaborates with various departments and teams, including design, content, development and product marketing, to ensure an aligned approach to Salary.com website digital strategies
  • Facilitates communication and integration among teams to optimize results.
  • Streamlined processes within the marketing department for more efficient project management and resource allocation.
  • Organized successful trade show exhibits, showcasing products or services effectively to potential customers or partners.
  • Researched developing trends to stay updated with new ideas and marketing practices.
  • Developed and implemented marketing strategies to use for launches, rebranding campaigns and promotions.

Senior Digital Marketing Manager, Website Analytics

Avid Demand
01.2015 - 01.2021
  • Hired into a key client-facing role dedicated to overseeing website marketing and measurement to companies across multiple industries in order to optimize conversion rates
  • Examined client websites to identify opportunities for improvements using site tagging, data analytics, and testing
  • Leveraged the use of Google Analytics, Google Tag Manager, Engagio, Terminus, and other applications to improve website performance for clients that included Forrester SiriusDecisions, LiveRamp, CyberScout, BP Logix, and Zenoss
  • Directly responsible for securing $25,000 in additional revenue by leveraging Google Analytics to offer website measurement services to clients
  • Implemented and configured data analytics for client websites that bolstered their ROI by as much as 20%
  • Worked on several website migration projects from start to successful completion, overseeing design mockups, site structure and hierarchy, search engine optimization and conversion optimization
  • Orchestrated and executed projects for three major clients to redesign and rebuild their websites, improving the ability to navigate and discover information, resulting in 25% to 40% in traffic increases as well as a 10% increase in lead engagement
  • Developed SEO content strategies for clients, including one project that ranked the client's site as the top result in Google
  • Helped clients to achieve and maintain compliance with privacy laws and regulations, such as GDPR and CCPA, by using Google Tag Manager to implement consent management platforms on their sites
  • Played a key role in B2B clients website strategy, driving leads and sales through strategic website optimization
  • Demonstrated a growth-oriented mindset, leveraging data and insights to inform recommendations and drive results
  • Utilized Adobe Analytics and Google Analytics to enhance website performance and user experiences.
  • Improved page content, keyword relevancy, and branding to achieve search engine optimization goals.
  • Developed and executed A/B testing strategies to optimize campaign performance.
  • Analyzed competitor pages to locate backlink and keyword opportunities.

Consultant

Freelance Digital Marketing Consultant
01.2013 - 01.2015
  • Served as a trusted advisor and subject matter expert, providing guidance and direction to companies on ways to optimize their digital marketing initiatives
  • Defined and implemented measurement plans to track conversions and other website data using Google Analytics and Google Tag Manager, often including the redesign and relaunch of entire sites
  • Advised clients on topics for blog posts based on research into the top-performing keywords, leading client sites to rank on the first page of Google search results.

Website Analytics and SEO Manager

Greenlight Digital
01.2012 - 01.2013
  • Executed a scope of responsibilities that include working with clients to measure website engagement, technical SEO audits, keyword research, and content audits
  • Applied the use of Google Analytics to identify opportunities for digital marketing, content development, and SEO to improve website performance
  • Worked with key e-Commerce companies that included Top Shop, Next, Selfridges, Travel Supermarket, and Money Supermarket.
  • Performed in-depth analysis of new client sites.
  • Coordinated with design and media teams to develop high-quality creative assets.
  • Collaborated with cross-functional teams to develop integrated digital marketing campaigns that aligned with overall business objectives.
  • Wrote and distributed press releases to increase brand visibility.
  • Managed a team of content creators to ensure timely production of high-quality, optimized materials.

Education

Master of Arts Degree in Arts and Media -

London South Bank University

Master of Arts Degree in Media and Advertising -

University of Veliko Tarnovo

Bachelor of Arts Degree in Linguistics (English and Arabic) -

University of Veliko Tarnovo

Skills

  • Website Marketing Executive and Strategist
  • Improving Lead Generation
  • Skilled in Website Analytics Analysis and Improvement
  • Managing Content Development / Thought Leadership
  • Working cross-functionally to project manage developers and UX designers

Software

Google Analytics

Salesforce

Adobe

HotJar

Unbounce

Work Availability

monday
tuesday
wednesday
thursday
friday
saturday
sunday
morning
afternoon
evening
swipe to browse

Quote

Everybody gets so much information all day long that they lose their common sense.
Gertrude Stein

Additional Information

I like to tell stories with data that inform and inspire!

Interests

Data journalism

Photography

Skincare

Fashion

Timeline

Senior Website Marketing Manager

Salary.com
01.2021 - Current

Senior Digital Marketing Manager, Website Analytics

Avid Demand
01.2015 - 01.2021

Consultant

Freelance Digital Marketing Consultant
01.2013 - 01.2015

Website Analytics and SEO Manager

Greenlight Digital
01.2012 - 01.2013

Master of Arts Degree in Arts and Media -

London South Bank University

Master of Arts Degree in Media and Advertising -

University of Veliko Tarnovo

Bachelor of Arts Degree in Linguistics (English and Arabic) -

University of Veliko Tarnovo

Similar Profiles

CREATE PROFILE
Stela Yordanova