Resume

SCRUM Alliance Certified SCRUM Product Owner ScrumMaster_Logo_Seal

Karen Theresa Lewis (Nee Heslop) CV & Resume

Key Achievements

  • Growth of digital capability within the business by building a UX and FrontEnd Development team allowing us to
    execute on building prototypes from customer lead research and Human Centred Design activity to deliver a
    better user experience (MetLife)
  • Development of digital utility at an enterprise level to aid user experience around claims and lifestyle protection
    (MetLife)
  • Second globally to launch modernised website to allow for digital transformation (MetLife)
  • Delivery and leading the Enterprise Digital strategy and Digital Transformation program (TAL)
  • Managing the launch of a digital acquisition model via the website, development of a new digital brand that
    meets WC3 AA standards (TAL)
  • Development of content strategy for “Voice for Life” blog increased UV’s to 80K, creation of enterprise digital
    roadmap to align the business on digital activity and best practice (TAL)
  • Building the SEO business and securing $800,000 in new revenue in 6 months and creating an award winning
    business (Columbus)
  • Development of online purchase journey for life insurance product using UX best practice and analytics for test
    and learn and ongoing optimisation (TAL)

Skill Base

I am an ambitious individual who is passionate about digital marketing and have over 14 years experience in the field. I have an excellent understanding and appreciation for technical capabilities and coding with superb commercial awareness. I have the ability to communicate comfortable and competently with technical and non technical staff.

  • Search Engine Optimisation
  • Pay Per Click Management – SEM
  • UX and CX
  • Digital Strategy
  • Content Strategy and syndication
  • Social Media Optimisation
  • TDSearchware Bid Management
  • Google Adwords Editor
  • Affiliate Marketing
  • Offline Marketing and link building strategy
  • Content Management Systems (CMS) Sitecore, WordPress, Adobe
  • Editorial/copy text research and production for websites/ad creative
  • Web Development (PHP MySQL), HTML & JavaScript
  • AGILE and SCRUM
  • Adobe Photoshop and Illustrator
  • Macromedia Flash and Dreamweaver
  • Social Marketing

Qualifications

Undergraduate Degree – June 2003
BA (Hons) Interactive Media – 2:1

 

A Levels – June 1999
Sociology – B
English Literature – D
Information Technology – D

 

GCSE’s June 1997
Computer Studies – A*
Drama – A
English language – B
English Literature – B
Co-ordinated Science (Dual Award) – B
Co-ordinated Science (Dual Award) – B
Geography – B
IT/Business Studies – C
Home Economics (Food) – C
Religious Education (Short Course) – C

Professional Qualifications

Works Experience

Employsure – Head of Digital

Oct 2016 – Date
Responsible for 65% of company revenue through Digital Marketing channels while driving Digital Strategy and disruption


MetLife – Head of Digital 

Feb 2016 – Oct 2016
Responsible for creating and expanding digital capability throughout the business as well as feeding into the Innovation framework and customer research strategy
Responsible for the creation and analysis of customer journeys from prospecting, re-marketing, customer retention and loyalty
Providing ongoing digital consultation and support to the business to allow us to move to a customer centric, digitally enabled business
Translating business challenges and priorities into digital strategy and connecting to tactical execution and implementation
Implementation of analytics strategy to allow of better conversion rates with A/B and MVT testing
Building and maintaining key stakeholder relationships both internally and externally (locally and globally)
Working closely with internal and external partners to develop digital and data elated marketing strategies to ensure initiative effectiveness and maximise ROI
Development of retail channel online
Development of ominchannel experience
Development and growth of digital capability including the growth of a team from one to 5 with the inclusion of UX and FrontEnd capability


TAL – Senior Manager Mobile & Web Development (Part of Dai-ichi Life Group)

Apr 2014 – Jan 2016
Responsible for developing, implementing and reporting on the TAL.com.au website and the TAL group websites as well as contributing and implementing the Enterprise Digital Strategy for TAL.com.au.

Managing the evolution of TAL.com.au to ensure the best user experience and digital best practice are incorporated at all times through out the entire project life cycle.

Actively managing and overseeing digital strategy including content and search marketing to ensure greater viability as well as monitoring onsite conversion and continual testing to improve conversion rates and increase return on investment.


Columbus – Experience & Operations Director – Digital Marketing firm based in Australia – (Part of Aegis Media)

Jan 2013 – Apr 2014
Overseeing a team of 55 nationally across Australia in terms of Strategy, Operations and learning and development

Duties:

  • Responsible for overseeing the day-to-day operation and management including workflow, resource allocation and ongoing learning and development.
  • Managing the SEO team and liaising with the Social & SEM team on all projects
  • Owner of SEO digital strategy across the business
  • Facilitating internal process and training as well as contribute to new business pitches, strategy and resource planning
  • Master knowledge of client’s business, competition and latest industry news and trends.
  • Actively contribute to company initiatives, processes and roll-outs
  • Identify new revenue opportunities within existing accounts, and actively grow accounts and client spends

Clients – Woolworths, Woolworths Insurance, Network Ten, Stocklands, Peugeot, Citroen, Citibank


Reprise Media – SEO Team Leader – Digital Marketing firm based in Sydney, Australia – (Part of MediaBrands – IPG)

Sep 2011 – Dec 2012
A strong focus on SEO strategy, process and fixing inefficiencies within the SEO team.
  • Managing the SEO team and liaise with the Social & SEM teams on all projects
  • Accounts reconciliation and assessing revenue targets
  • Project manage key SEO and client accounts in conjunction with project manager
  • Master knowledge of client’s business, competition and latest industry and trends.
  • Aid in the development of best practice documentation for search engine strategies
  • Identify new revenue opportunities within existing accounts, and actively grow accounts and client spends
  • Work with clients and SEO Director to uncover business needs, identify areas of opportunity to increase account growth
  • Managing an SEO team of 17 across Brisbane, Melbourne and Sydney
Skills and tools used – AWR, Google Insights, Search Engine Optimisation, Excel, content optimisation, article and press release submissions, link building, blogger engagement, Project Management, Social Media Optimisation, MajesticSEO, Google Webmaster tools, Video optimisation, PDF optimisation, Google Analytics, SEO strategies and project planning, Omniture Site Catylist, Google Analytics

Clients  – 
Travel IndoChina, Travelworld, iSelect, Bunnings, Coles, Kia, Hyundai, Magshop

Outrider – SEO Consultant – Digital Marketing firm based in Sydney, Australia – (Part of Group M a WPP company)

Dec 2010 – Sep 2011
Duties:

  • To manage large SEO projects for blue chip clients
  • Consulting on numerous clients from well known Australian brands
  • Preparing search engine audit documentation on clients websites
  • Make recommendations to clients on how they can improve their organic listings and traffic
  • Liaising with clients, internal account management and technical staff to ensure campaigns are managed effectively
Skills and tools used – Google Insights, Radian6, Search Engine Optimisation, Excel, content optimisation, article and press release submissions, link building, Social Media Optimisation, MajesticSEO, Google Webmaster tools, GTMetrix, Video optimisation, PDF optimisation, Google Analytics, ZapSearch tracking, SEO strategies and project planning.Clients – Rams, Landrover, Blackmores, Bigpond

Internet Marketing Manager/Project Manager – Finance Lead Generation Company in Leeds, UK

Mar 2010 – Dec 2010
Duties – In my role as Project Manager it was my responsibility to author and implement business wide internet marketing strategies in order to increase Natural Search results, PPC ROI and find innovative ways of increasing traffic to specially developed lead generation websites for financial products. I reported directly to the Managing Director.

Skills used – Adwords Editor, Yahoo Search Marketing, MSN Adcentre, Bid Management, Google Webmastertools, Google Analytics, Social Networking, worked with XHTML, HTML, affiliate marketing, WordPress, Excel for reporting and modelling


Head of SEO – Digital Agency in Newcastle, UK

Jul 2009 – Mar 2010
Duties – Within my role as Head of SEO I was working for clients as part of an agency to optimise, manage and develop their online marketing strategies via Search Engine Optimisation. I managed a department of 15 people which included Designers, Web Developers and SEO Juniors.

Skills used – Adwords Editor, Yahoo Search Marketing, MSN Adcentre, Bid Management, Google Webmastertools, Google Analytics, worked with XHTML, HTML, MySql databases, affiliate marketing, Red Hat, LAMP, Excel for reporting and modelling


Search Engine Optimiser (contractor) – Specialist Insurance company in York, UK

Jan 2009 – Jul 2009
Duties – My role was to plan and implement Pay Per Click campaigns to help enhance brand and product awareness. I prepared analytical reports and used bid management tools to optimise PPC campaigns. I was working with Affiliate networks to ensure relationships were maintained and the latest offers where promoted effectively. I actively monitored Search Engine ranking in the likes of Google, MSN and Yahoo to help maintain high search engine rankings and built and managed off site link building strategies. I created and submitted regular SEO recommendation documents to the Web Development for implementation and often ran internal training for those who wanted to learn more about SEO and PPC strategies within the development team.

Skills used – Adwords Editor, Yahoo Search Marketing, MSN Adcentre, Bid Management, Google Webtools, Google Analytics, worked with XHTML, HTML, MySql databases, affiliate marketing, Red Hat, LAMP, Excel for reporting and modelling


Search Manager – Media buying agency based in Leeds, UK

Oct 2007 – Dec 2008
Duties – It was my responsibility to plan and implement Pay Per Click campaigns for blue chip clients. I was in charge of managing monthly budgets and working with media plans to ensure targets were achieved. Analytics software and bid management tools were used to optimise campaigns.

Skills used – Adwords Editor, Yahoo Search Marketing, MSN Adcentre, Bid Management (manual and TD Searchware), Atlas, worked with XHTML, HTML, MySql databases, affiliate marketing, Excel for reporting and modelling

Clients – DVLA, Ancestry, Safestyle, Maplin, APS, DFS, PremiereLine, Airline Network


Online Marketing Manager – Web development agency based in Stockton, UK

Aug 2005 – Oct 2007
Duties – I was responsible for the project management of client’s web projects and ensure sign off as well as managing their online marketing strategies to improve their return on investment. I implemented and managed PPC campaigns as well as running SEO analysis and recommendations for review by the client and implementation by the development team.

Skills used – Adwords Editor, Bid Management (manual), content management systems, writing project briefs and training documentation, providing client training on new systems, writing press releases and managing in-house advertising, writing web content and ad creative, writing and delivering presentations and seminars, website testing, Excel for reporting and modelling, worked with PHP, MySql, JavaScript, HTML, CSS, LAMP environments, Google and Ebay API’s.

Clients – National Numbers, IQMS, Charles Clinkards, TheITJobBoard


Client Account Manager -Web design and marketing company based in Middlesbrough, UK

Jul 2003 – Jul 2005
Duties – Part of my role was the project management of new client’s websites and their SEO marketing campaigns (mainly small to medium enterprises). I managed a small web development and SEO team in India consisting of three people.

Skills used – Google Adwords bid management, Yahoo search marketing, Adobe Fireworks, Adobe Photoshop, Macromedia Dreamweaver, Actinic 8, Macromedia Flash, worked with HTML, Javascript, ASP, PHP, content management systems.

Clients – Norton Finance, Spa Cosmetics, Athas Solicitors, Springs Health Clubs


Junior Web Developer – Web design and PR company based in Darlington, UK

Nov 2001 – Sep 2002
Duties – To create, build and maintain client’s sites as well as liasing with clients and offering training and support. Bid management using Overture. Search Engine Optimisation via web design/development.

Skills used – Macromedia Dreamweaver, Adobe Photoshop, Microsoft Office, worked with MySql, PHP, HTML, Javascript.

Clients – Co-op Travel, Ironworld, SG Petch, Natural Interventions


Marketing Brand Manager – National Student Marketing company working in West Yorkshire, UK

Sep 2000 – May 2001
Duties- Organising student based events to promote various clients. Getting product feedback from fellow students. Attending Fresher’s Fairs to promote items.

Clients – Pot Noodle, Virgin Mobile


Merchandiser and Field Marketer – National IT representative agency working in the North East region, UK

Aug 1998 – Jul 2001
Duties – IT agency work which involved taking part in promotions for clients, selling and demonstrating their products to the public. Getting involved in road shows and training managers on new products. Being a dedicated representation for Hewlett Packard.

Clients – Hewlett Packard, Dyson, Sky, Microsoft, Logitech and Orange

Referees

Available on request