I'm currently Director of SEO at Microsoft.com and responsible for building and managing scope to drive traffic and revenue for Microsoft Store, a $2.5B+ global ecommerce business reaching consumers in over 200 markets. Before joining Microsoft, I happily spent my past 25+ years in web marketing cultivating my knowledge of SEO to drive direction, execution and measurable results. My career began as a web designer and I've held SEO leadership and analytics roles at digital performance agencies iProspect, MRM-McCann and Team Detroit. I've been very fortunate to have created SEO-centric strategies for some of world’s best-known brands across channels such as health care, automotive, consumer electronics, hospitality, retail, financial, publishing and more.

Microsoft

SEO Director, Digital Stores

Period: 2017 - Present
Network: Microsoft

  • Direct and manage team of SEOs, analysts, agency partners, vendors and more to build and sustain a holistic, impactful international SEO program for 200+ countries
  • Define SEO requirements, tasks, and roadmaps for executing overarching Microsoft SEO strategy
  • Analyze complex data sets to identify opportunities, forecast results and implement strategies (achieved +108% of goal for e-commerce SEO growth in first year in role)
  • Create data-driven business cases for investment in SEO to drive network adoption and implementation
  • Work closely with C-Suite, Leadership, General Managers, Sr. Leaders, Cross-Group Partners, Marketing, Site Operations, Engineering, SEM, Analytics and Creative teams to evangelize SEO alignment

iProspect

Regional SEO Director, West

Period: 2015 - 2017
Network: Dentsu Aegis

  • Directed iProspect’s West Coast SEO department and oversee domestic and international delivery for iProspect’s Fortune 500 client accounts
  • Resourceful regional manager responsible for SEO book of business
  • Adept at process improvement and delivery excellence
  • Skilled negotiator (domestic and international contractors, vendors, external partners, tools etc.)
  • Experience crafting pitches, upsells, renewals, contracts and SOWs
  • Lead SEO team of 35 Associates, Leads and Managers (onsite and remote)
  • Strong cross-channel skill in Content Marketing, SEM, Social, Apps and more

iProspect

SEO Manager

Period: 2013 - 2015
Network: Dentsu Aegis

  • Devised systematic plans for new launches, redesigns, refreshes, take downs, expiring content and migrations
  • Managed team of 15 SEO Specialists and Leads to instill delivery excellence across network

iProspect

Sr. SEO Strategist

Period: 2012 - 2013
Network: Dentsu Aegis

  • Oversaw domestic and international SEO teams to drive successful enterprise level delivery and implementation
  • Collaborated with content marketing team to drive inbound promotion to client sites

MRM/McCann-Erikson

Sr. SEO Analyst

Period: 2011 - 2012
Network: Interpublic

  • Responsible for direction, execution and coordination of holistic SEO strategy and results
  • Delivered empirical search and social thought leadership to clients and agency partners

Team Detroit/GTB

Search Marketing Strategist

Period: 2009 - 2011
Network: WPP

  • Developed recommendations for on-page ranking factors, duplicate content issues, URL optimization, page redirects and domain name considerations
  • Performed extensive keyword research and utilized data to write and deploy custom on-page optimization for brand sites, landing pages, campaigns, reveals and promotional initiatives

Argus Shops

Web Designer & Marketing Director

Period: 1996 - 2009
Network: Freelancer

  • Designed, managed and deployed twelve successful e-comm stores with a final market value of $1.5M
  • Provided SEM, SEO, email and web design services to a variety of local small businesses
  • Show All
  • Auto
  • Tech
  • Hospitality
  • E-Comm
  • Healthcare
  • Telecomm
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Deep familiarity with analytics, web ranking and keyword research tools such as Adobe Analytics, Google Analytics, Google Search Console, Google AdWords, BrightEdge, Conductor, SEOMoz, Advanced Web Ranking, SEMRush, DeepCrawl, SEORadar, Majestic SEO and more. Have hands-on experience with web design, SEM, CMS setup, app store optimization and content development. Possess vast knowledge of web design standards (HTML, CSS, JavaScript, RWD and XML).

Columbia College - Chicago, Illinois

Marketing Communications

If you have a career opportunity you would like to discuss, please connect with me @ linkedin.com/in/serenapeterson. Resume is available upon request.