Work Experience

Work with all groups within Walt Disney Parks and Resorts Online using Adobe Target to A/B, A/B/C, Multivariate, and Machine Learning tests.

• Optimized use of existing A/B testing platform (Adobe Target) and support the new platform transitions to Machine Learning (Analytics For Target)
• Set standards and processes for experimentation on the web and mobile apps.
• Partner with product managers, analysts, and data scientists to ensure tests are designed and analyzed properly.
• Define and implement a data-driven process for proposing, prioritizing, and scheduling campaigns.
• Act as the controller to avoid test collisions and ensure the validity of results.
• Lead the Machine Learning Testing team and meet with relevant stakeholders on a regular cadence.
• Evangelize experimentation to the organization and educate stakeholders on key concepts.
• Establish experimentation program success metrics and monitor the performance of the program over time.
• Work with the web analytics team to foster a culture of data-driven decision-making across e-commerce that encourages validating or disproving assumptions about how we believe customers may react to various site experience scenarios.
• Ensures the alignment, buy-in, and support of diverse stakeholders by building and maintaining trusting relationships with internal customers and senior management.
• Multivariate Testing (MVT): Unlike traditional A/B testing where you compare two versions of a single element, MVT allows you to test multiple elements simultaneously. For example, you can test different combinations of headlines, images, and call-to-action buttons in a single experiment, which can help you identify the optimal combination of elements for maximum performance.
• Sequential Testing: Instead of testing variations simultaneously, sequential testing involves testing variations one after another in a specific sequence. This can help you identify the impact of changes over time and understand how different variations perform in different stages of a campaign or user journey.
• Bandit Testing: Bandit testing is a more sophisticated approach that dynamically allocates traffic to the winning variation based on its performance. It uses algorithms to continuously adapt the traffic allocation, allowing you to optimize your experiment in real time and minimize the amount of traffic wasted on underperforming variations.
• Personalization Testing: Personalization testing involves creating tailored experiences for different segments of your audience. By serving customized content or experiences to different segments based on their characteristics or behavior, you can test which variations resonate best with each segment and optimize your campaigns accordingly.
• Bayesian A/B Testing: Bayesian A/B testing is a statistical approach that uses Bayesian inference to update your prior knowledge with the results of your experiment. This allows you to continuously refine your experiment as data is collected, resulting in faster convergence and more accurate results, especially when dealing with smaller sample sizes.
• Contextual Bandit Testing: Contextual bandit testing takes personalization to the next level by dynamically adapting the variations based on the context of the user. For example, it can take into account the user’s location, device type, or browsing behavior to serve the most relevant variation. This can lead to more sophisticated and effective optimization strategies.
• Advanced Analytics: Beyond simple conversion rate metrics, advanced analytics techniques such as funnel analysis, cohort analysis, or segment analysis can provide deeper insights into how different variations impact user behavior at different stages of the customer journey. This can help you understand the broader impact of your A/B tests and make data-driven decisions.

Created Advanced Analytics Dashboards and Workspaces to track, analyze and optimize the execution of all Company testing initiatives.  These Dashboards include tracking A/B, Multivariate, AI-powered Machine Learning including Auto Allocate, Auto Target (“One Click Personalization”), and Automated Personalization (“Offers”).

These Dashboards were created using:

• Adobe Analytics (A4T)
• Google Data Studio (now Looker Studio)
• R-Studio
• Tableau
• Power BI

Some advanced segmentation and used based on outcomes by User Journey -these include:

• First and last touch attribution models
• Advanced User Attributes (length of stay, party size, booking window, time lag)
• Advanced Alerts on Data Anomalies, Spikes and concerning trends.

1. Schema Markup: Used structured data markup to help search engines understand the content and context of the web pages. By adding schema markup to the websites, I provided additional information to search engines, such as product details, reviews, recipes, events, and more. This enhanced the appearance of our search results and improve the visibility of your website in search engine results pages (SERPs).
2. Accelerated Mobile Pages (AMP): Using the open-source framework to create web pages that load quickly on mobile devices. By optimizing all web pages for AMP, I improved the mobile experience of all websites, reduced bounce rates, and improve your search rankings on mobile search results.
3. International SEO: Since Disney’s website caters to multiple countries and languages, international SEO was necessary to improve global search visibility. This included using hreflang tags to indicate language and regional targeting, optimizing content for local search intent, and leveraging country-specific domain names or subdirectories.
4. Content Gap Analysis: I identified gaps in all websites’ content compared to our competitors and created new content to fill those gaps. By analyzing the keywords and topics that our competitors rank for but Disney does not, I identified opportunities to create valuable content that helped to improve search rankings and attract more organic traffic.
5. Log File Analysis: By analyzing the log files we gained insights into how search engine bots crawl and index all websites. This helped us to identify crawl errors, indexation issues, and opportunities for optimization, such as identifying pages that are frequently crawled or pages that are not being crawled at all.
6. Voice Search Optimization: With the increasing popularity of voice assistants and voice search, optimizing for voice search chad become paramount. This involved creating conversational content, targeting long-tail keywords that align with voice search queries, and optimizing for featured snippets, as voice assistants often rely on featured snippets for providing answers.
7. User Experience (UX) Optimization: Optimizing the website’s UX had a significant impact on our search rankings. This involved optimizing page load times, improving mobile responsiveness, enhancing navigation and site structure, and creating engaging and user-friendly content that keeps visitors on all sites longer.

Worked with the stakeholders, Copywriters, graphics Design, and management of each site to implement an SEO plan for:

• Disney World
• Disneyland Paris
• Disneyland
• Disney Wedding
• Disney Meetings
• Disney Cruise
• The Disney Institute
• Disney Gifts

I worked on optimizing both desktop and Mobile using a responsive design for all sites with a ‘Mobile First’ perspective.

• Worked with development teams to optimize all Landing Pages including Disney Special Offers
• Optimization of Hotel and Cruise sites based on extremely competitive targeted Keywords.
• Sitemap creation and tracking metrics, title page optimization, keyword optimization including referrals, link popularity, rankings, and saturation.
• I advise our internal staff, and client web developers, designers, and copywriters in the optimization of all copy on new pages for all Disney Properties.
• Daily research of search engine algorithm updates and site corrections based on these updates.
• I am comfortable presenting to clients, serving as the day-to-day client contact, and educating them about SEM strategies and efforts.
• I stay abreast of trends in SEM, PPC, and SEO (Spam, Helpful, Product Review Updates) and consistently seek new opportunities and ways to enhance/improve SEM results

• Custom Dimensions and Metrics: Custom dimensions and metrics allow us to track and analyze data beyond the default dimensions and metrics provided by Google Analytics. Created custom dimensions to capture additional data, such as user demographics, content categories, or product attributes, and custom metrics to track specific goals or performance indicators unique to your business. This helped to gain deeper insights into user behavior and segment your data for more meaningful analysis.
• Enhanced E-commerce Tracking: Enhanced E-commerce tracking is a powerful feature in Google Analytics that provides detailed insights into online sales performance. The setup tracks product impressions, clicks, and conversions, as well as captures data related to product refunds, promotions, and coupons. This gives an understanding of the effectiveness of all e-commerce strategies, optimizing product offerings, and improving the user experience.
• Custom Channel Groupings: Custom channel groupings allow us to categorize your traffic sources into custom groups based on your marketing strategy or business objectives. For example, I created custom channel groupings to group various social media platforms, paid advertising channels, or email campaigns into meaningful categories. This helped analyze and optimize the performance of all marketing channels more effectively.
• Advanced Segmentation: Created complex segments based on multiple dimensions, metrics, and conditions. These segments help to analyze specific user behaviors, such as logged-in vs not logged-in, new vs. returning visitors, high-value customers, or users who abandoned shopping carts. Advanced segmentation also provides valuable insights into different user segments and helps to optimize website and marketing strategies accordingly.
• Custom Alerts: Set up notifications in Google Analytics based on specific events or conditions. For example, set up alerts to be notified when there is a sudden drop in website traffic, an increase in bounce rate, or a change in conversion rate. Custom alerts can help you proactively identify and address potential issues or opportunities in your website performance or even marketing campaigns (wrong link sent out on an email campaign which drives 404’s).
• Content Grouping: Grouped website content into meaningful categories, such as product pages, blog posts, or landing pages. This helped me to analyze the performance of different content categories, understand user engagement, and optimize the content strategy based on data-driven insights.
• Custom Reports and Dashboards: Custom reports and dashboards allow for personalized visualizations of all data in Google Analytics and all external data (even offline data). Created custom reports to focus on specific metrics or dimensions, and custom dashboards to display multiple reports in a single view. This helped me to quickly access and share the most relevant data with each team or stakeholder.
• Worked as part of a technical engineering team for analytic framework implementations (Adobe Analytics, Adobe Target, Adobe DTM)
• Designed and developed technical tagging requirements for all campaigns for web, mobile, and app platforms
• Developed and performed code modifications, testing, and deployment when appropriate
• Enhance requirements for digital data layers within Client Tag Management solutions (Google Tag Manager, Adobe Dynamic Tag Manager)
• Wrote custom scripting, JavaScript, jquery, or other coding languages in web environments and tag management tools to accommodate custom tracking requirements including Event and Campaign Tracking
• Ensured that code is implemented in order to track across various digital properties including cross-domain tracking
• Created and documented data standards and processes as appropriate including the creation and maintenance of a Solution Design document
• Assisted in the diagnosis of web analytic and client-side issues as they arise in the tagging of the web, mobile pages, and native apps
• Created advanced Analytics Views for each department and business unit
• Created Analytics Dashboards (Top level Website stats)(Demographics & technology)(Site Section Dashboards)(acquisition & Conversion)
• Created Data Layers for Call to Action Driver Components, Navigation & footer, and Events-engagement i.e. accordion Clicks, Conversion Fallout report including Custom Reports, Widgets, and Profiles
• I am certified with Google and Adobe Analytics.  I strongly believe that AdWords without Analytics is like a fridge without a door, it may keep things cold but you are throwing away money.

• Extensive knowledge of SEO, including implementing an SEO plan for many successful campaigns – for both desktop and Mobile, this included Facebook and Google advertising landing page optimization, and optimization for local search (mobile).
• A web development background and site architecture knowledge give me a unique understanding of SEO and SEM, including sitemap creation and tracking metrics, title page optimization, and keyword optimization including referrals, link popularity, rankings, and saturation.
• Advise all stakeholders, web developers, designers, and copywriters, in the production of all Campaigns conducive to producing high search engine rankings.
• Responsible for all aspects of SEM including SEO, and PPCs that improve clients’ visibility with search engines as well as meet their Return on Investment goals.
• Daily research of search engine algorithms and provide analyses for clients and/or internal team members utilizing industry software to monitor clients’ search engine rankings, and perform keyword research using tools such as Keyword Explorer from Moz, Ahrefs, Raven, SpyFu, WordTracker, Keyword Max and Web Position Gold.
• Very Comfortable presenting to clients, serving as the day-to-day client contact, and educating stakeholders about SEM strategies and efforts.
• I stay abreast of trends in SEM, PPC, and SEO (post Panda & Penguin) and consistently seek new opportunities and ways to enhance/improve SEM results.

• With Visa, KPMG, and Gatorade I have worked on high-impact national marketing campaigns – which consistently generated new revenue streams and achieved improved performance in targeted market segments.
• This includes planning and budgeting for search engine optimization, new media, email, and web-based marketing.

• As an Analytics Administrator for TBWA-toronto.com, Visa.ca, Nissan.ca, and all TBWA clients, I collaborated with the Analytics team and reviewed website elements and actions that were relevant to desired outcomes on Client Campaigns. I created solutions to capture and measure eCommerce Key Performance Indicators (KPIs).
• I created or utilized 3rd party Javascript tracking snippets to be placed on Client websites and Mobile apps for tracking on-site Return on Investment (ROI) driven by advertising campaigns such as Google AdWords, Bing, Facebook, Demand Side Platforms, DoubleClick Campaign Manager floodlights, etc.
• I was certified with Google Analytics and was working on my AdWords certification. I strongly believed that AdWords without Analytics was like a fridge without a door, it may keep things cold but you are throwing away money.
• I worked with all internal and external stakeholders at TBWA, Visa Canada, and Nissan Canada to define business objectives and KPIs in order to design and define reporting metrics and create dashboards tailored to the needs of each business department.
• I identified all reporting requirements, monitored the reporting implementation, and evaluated all post-launch metrics.
• I set up Conversion Funnels and Goals for all campaigns and new applications before launch. For some of our campaigns, these funnels helped us produce a 20% lift in conversion within 2 weeks of making changes based on the Analytics data (in French and English).
• In the case of Visa.ca, I created a full website, email, and campaign tracking scheme to improve data collection and campaign optimization across all channels.
• I worked with departments on a weekly basis to measure ROI, check Bounce Rate and Exit Pages on keywords to see if the keywords lived up to expectations, and implemented improvements where needed.
• I also created and utilized all Analytics tools to measure every aspect of a campaign, including heat maps, Multi-Channel Funnels, Multivariate Testing, link click-through analysis, web trends, etc.
• I created custom dashboards of appropriate KPIs that allowed senior management to quickly identify unsuccessful programs and either eliminate or alter them. These dashboards were also used to aid clients in understanding the needs of their users and tailoring their service to fit these often-changing needs.
• This included the creation of Social Media Dashboards, Mobile Dashboards, Campaign Dashboards, and more.

• As difficult as it is sometimes to gain the internal support needed to get analytic ideas and projects implemented I have become well-versed in the ability to logically translate and disseminate analytical insights to non-analytical stakeholders constructing custom, insightful, easy-to-understand, and highly visual analytic displays and dashboards.
• I served as a web Analytics advocate, striving to improve my skills and capabilities within the web metrics space, as well as pushing knowledge to all the larger teams I have worked with.

• Worked with the development teams to implement an SEO plan for Visa.ca and Visainfinite.ca.
• Optimized both desktop and Mobile using a responsive design for VisaPerks, Visainfinite, and visa.ca/small-business.
• Worked with development teams to optimize all Landing Pages including visa.ca/visaperks/tim-Hortons/ and visa.ca/visaperks/win-with-visa-debit/index.jsp for all Facebook/Google PPC campaigns, e-mail, television, radio, and print.
• Optimization of Nissan Showroom for local search (mobile) worked with web developers, designers, and copywriters, and also worked with the Nissan team to educate and give technical support to all Nissan dealers nationwide.
• Sitemap creation and tracking metrics, title page optimization, keyword optimization including referrals, link popularity, rankings, and saturation.
• I advised our internal staff, client web developers, designers, and copywriters in the production of all Visa Canada properties conducive to producing high search engine rankings.
• Daily research of search engine algorithms and provide analyses for clients and/or internal team members utilizing industry software to monitor clients’ search engine rankings, and perform keyword research using tools such as WordTracker, Keyword Max, and Web Position Gold.
• I became very comfortable presenting to clients, serving as the day-to-day client contact, and educating them about SEM strategies and efforts.
• Visaperks PageViews saw an 80% increase in organic search and visa infinite saw a doubling of organic search results.
• I stay abreast of trends in SEM, PPC, and SEO (post Panda & Penguin) and consistently seek new opportunities and ways to enhance/improve SEM results.

• 14 years of experience building websites from concept to delivery using HTML5, PHP, DHTML, XML, MySQL, CSS3, JavaScript, Ajax, jQuery, Ajax libraries, and yes, even FLASH.
• Many of the applications I’ve built have embedded dynamically created content – Google Maps API integration, Picassa and Flickr API integration (remember those), and more recently Twitter API integration.  Some applications have Digital certificates ( SSL) and Paypal integration.
• More than 10 years of experience creating databases both online and locally using MongoDB, XML, JSON, Oracle, SQL, MySQL, PostgreSQL, and yes, even Access.
• Experienced with domain registration, DNS management, Server Hosting, and setup, configuring domain mail exchange (MX)records, CNAME records, and migrating email to use the Gmail API including POP/IMAP, forwarding, auto-responses, etc.
• Designed and built custom micro-sites and custom landing pages to improve SEO, & campaign conversion rates.

• Utilized Social Networks like Facebook (visa has over 3 million members), Twitter, and Google Plus to grow the Visa Canada, KPMG, and Gatorade brands.
• Our Visa Olympics campaign was one of the most successful Olympics with regard to social metrics it has ever had (see infographic)
  For Gatorade’s Facebook campaign, we utilized the Facebook API using a fan-gate to grow.
• For Visa Buddy Media was used to create and track all Facebook.com/Visa content (from photo galleries to surveys).
• A full believer in practicing relationship marketing to provide a more satisfying exchange for both buyer and seller.

• At TBWA, we utilized sophisticated customer analytics and worked closely with online merchandisers to develop segmented, highly targeted, and personalized direct marketing communications to optimize customer relationships.
• We were experienced with sometimes complicated tasks of internal and external relationship management.
• We managed the email deployment team, spanning strategy, coding and configuration, optimization of existing creative, quality assurance (QA), targeting, contact cadence, data monitoring, scheduling, tracking, and deployment while ensuring that client’s needs and goals were consistently met for all monthly and new campaigns.
• We performed quality assurance testing for rendering across multiple email clients and ISPs (Outlook, Gmail, and Hotmail, including mobile) to deliver brand messages.
• We performed spam and deliverability testing and analyzed campaign results, making recommendations based on campaign performance insights in terms of opt-outs and bounce counts, and ensured email list hygiene best practices were in place.
• We managed email relationship marketing programs that nurtured leads and generated performance above all client benchmarks.
• All campaigns for Visa and Gatorade were created using Mailchimp.

• Learn which terms and phrases to target with SEO. predict shifts in demand, respond to changing market conditions, and produce the products, services, and content that web searchers are already actively seeking.
• Keyword Effectiveness Index (KEI) = number of times a keyword has appeared in scraped data compared with the number of competing Web pages, which points to which keywords would be most effective for your search engine marketing campaign.
• Used Keyword analysis to find new markets, and optimize spend for keywords- based on keyword search count, total pages the keyword appears on.  This discovery will also affect which keywords to use regarding Website SEO, i.e. keywords in title & anchor pages.
• Optimize Spend: Distribute more of the budget to successful keywords and eliminate wasteful spending on those that aren’t producing results.
• Keyword performance guides – give recommendations on optimizing areas that have the biggest impact on the bottom line.
• Increase Conversions: Identifying and focusing on well-converting keywords is good for conversion rate optimization and return on investment (ROI)

• Use Competitive Keyword analysis to report on competitiveness of particular keywords (how many other Web pages have been optimized with those keywords in mind) and how many people have actually searched for those keywords in the past 24 hours at each of the major engines.
• Competitors’ keyword analysis via Meta tag analysis to give insight into competitors and how they rank for terms they consider important.

• Because these Keywords catch people later in the buying/conversion cycle and therefore have a greater conversion rate and therefore a greater return on investment (ROI) I would give a detailed report on these Keywords.
• Expanded all long tail efforts and discovery for more specific keyword queries and corresponding warm leads.

• Wordtracker’s Basic Keyword Demand
• SEMrush
• Google AdWords’ Keyword Tool
• Google Insights for Search
• Google Trends Keyword Demand Prediction
• Microsoft Advertising Intelligence

• Create a list of Negative Keywords to use on all campaigns to reduce the unwanted clicks and to increase ROI, Negative keywords plays a vital role and increases the CTR and Quality Score.
• Create a list of phrases to target a client base looking for something we do not offer.
• Do an Analysis on all Music Lists, Book Lists, Movie Lists and Geography Lists that may correspond with your keywords.

• Driving the design, implementation and management of analytics tracking and targeting systems on the Universal Parks and Resorts websites and mobile Apps.  Managed full testing and targeting technology stacks.
• Collaborated with partners across the organization to understand stakeholder needs, define the vision and drive capabilities that measure and test guest behavior in our digital space.
• Actively managed the product roadmap, frequently communicating priority and progress with partners and leadership. Ensure the roadmap is tightly integrated with the rest of the Sales and Marketing, Marketing Operations, Business Intelligence, Web and Mobile product development teams through constant collaboration with channel and product peers.
• Partnered with the Advanced Analytics, Business Intelligence, Personalization, Media, and Digital Guest Transformation departments to design implementations, taxonomy and capabilities to support strategic and tactical execution of Company initiatives.
• Partnered with Universal Parks Technology to implement appropriate code sets on Websites, Mobile Apps and additional future digital target or capture platforms.
• Responsible for managing a team of Analysts, Developers and Operational support team to implement and operationalize the various digital tracking and targeting platforms including Adobe (Analytics, Audience Manager, Target, Launch, DTM) and IBM technologies (Marketing Cloud, Mobile Marketing Cloud), as well as, additional technologies as needed by Universal Parks and Resorts.

• 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 ensure 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 work with other data management, analytic, technology and business groups within the enterprise to ensure that the data needed is 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, 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.

With a comprehensive site redesign for drmousa.com with the keyword optimization on “Orthokeratology Toronto” and “Ortho-K Toronto” the site saw an increase of almost 200% from organic search.

The York Eglinton Festival saw a spike of almost 5 thousand pageviews a day the week leading up to the festival, with a  with number one Google ranking for Eglinton Festivals and Toronto Eglinton Festivals.

Performed Social Media SWOT Analysis for all clients with recommendations on site improvements and social optimization.

I have 14 years experience building websites from concept to delivery using HTML5, PHP, DHTML, XML, MySQL, CSS3, JavaScript, Ajax, jQuery and Ajax libraries and yes, even FLASH.

My first site for Lerado in China was built using notepad and Netscape Communicator (1996).  Since then  I’ve designed more than 30 sites from the ground up and collaborated on more sites than I can count.

I work with all internal and external stakeholders at TBWA, Visa Canada, Nissan Canada and Thedigiblender clients to define business objectives and KPI’s in order to design and define reporting metrics and creating dashboards, tailored to the needs of each business department.

Analytics Administrator for all theDigiblender.ca clients( all 14 clients)

I (1)Identify all reporting requirements, (2)monitor the reporting implementation and (3)evaluate all post-launch metrics.

For all my clients I have integrated social media metrics and landing page tracking.

I have also designed and built custom micro-sites and custom landing pages to improve SEO, & campaign conversion rates.

I work with clients on a quarterly bases to measure ROI, check Bounce Rate and Exit Pages on keywords to see if the keywords lived up to expectation and implement improvements where needed.

Create custom dashboards of appropriate KPI’s that allowing senior management to quickly identify unsuccessful programs and either eliminate or alter them. These dashboards are also used to aid clients in understanding the needs of their users and tailoring their service to fit these, often changing needs.

This includes the creation of Social Media Dashboards, Mobile Dashboards, Campaign Dashboards etc.

As difficult as it is sometimes to gain the internal support needed to get analytic ideas and projects implemented I have become well versed in the ability to logically translate and disseminate analytical insights to non-analytical stakeholders constructing custom, insightful, easy-to-understand, and highly visual analytic displays and dashboards.

I serve as a web Analytics advocate, striving to improve my skills and capabilities within the web metrics space, as well as pushing knowledge to all the larger teams I have worked with.