L I N D S E Y A N D E R S O N 138 Belknap Street � Concord, Massachusetts 01742 (978) 505-0162 � LindseyA@alum.mit.edu � @LindseyA75 http://www.linkedin.com/in/LindseyCAnderson

Global B2C and B2B Digital Marketing and eCommerce

S U M M A R Y A highly skilled and creative eCommerce and digital marketing manager, who formulates innovative strategies to increase revenues and generate leads. Drives web traffic and manages the conversion funnel. Able to achieve objectives through outstanding interpersonal skills, builds cohesive teams and fosters close working relationships with vendors and partners. Adept at benchmarking and defining Key Performance Indicators. Experienced in taking websites, other digital media, and eMarketing campaigns from concept to launch. Strategic Planning Customer Experience Conversion Funnel Search Engine Optimization (SEO) Search Engine Marketing (SEM) Social Media Team Leadership Merchandising

Web Analytics Customer Service Product Management Internet Marketing and Research On-Line and Off-Line Sales Sales Support Advertising and Branding Budgeting

Project Planning and Execution Internet Technologies Entrepreneurship, Start-Ups, and Turnarounds Key Performance Indicators (KPIs) Content Management

E X P E R I E N C E UNDERWRITERS LABORATORIES (UL), Canton, Massachusetts Global Internet Marketing Manager 2010-2013 Formulated and implemented digital strategies, including SEO, SEM, PPC, social media, e-mail, re-architecting Website, content management, and website functional enhancements. Defined and implemented KPIs.

• Rebranded Specialized Technology Resources Inc. (STR) global websites from STR to UL-STR after UL acquired STR. • Drafted strategic plan for migrating UL-STR to UL, including definition of roles and level of effort. • Improved SEO, with 50% of tracked key words ranking on first page of Google SERP. • Utilized Google Adwords to generate 6.5% of page views. • Increased page views by 45% in one year. • Achieved HubSpot Marketing Grade 12% higher than nearest competitor. • Re-architected site, increasing page views for Responsible Sourcing business unit by 25% in one month.

MONSTER, Maynard, Massachusetts eCommerce Project Manager 2007-2010 Directed designers in defining global B2B eCommerce interfaces, including User Interface and Information Architecture, and then managed developers in implementing interfaces. Implemented eCommerce technologies, such as Monster’s homegrown personalization and merchandising technology. Led cross-functional, international teams of 5 to 25.

• Drove success with on-time launch of joint web experience between Monster and HireRight. Wrote white paper on integration, including waterfall versus agile.

• Launched redesign of Monster’s Resource Center across 23 language and country combinations while integrating new Stellent Content Management System. Improved conversions 133%.

ATG (now Oracle), Cambridge, Massachusetts eCommerce Product Marketing Strategy Consultant (Contractor) 2006-2007 Developed strategy that focused on B2B as well as B2C. ATG needed deeper penetration of its eCommerce engine into the Consumer Product Manufacturing segment. Created a PowerPoint presentation for ATG’s national sales meeting. Documented eCommerce best practices, based on Forrester and Gartner research. Wrote white paper on Managing Channel Conflict, researched SaaS competitors, and prioritized target accounts in salesforce.com. This was a short-term engagement.

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PUMA, Westford, Massachusetts eCommerce Manager 2005-2006

Directed PUMA’s North American eCommerce operations across seven distinct web storefronts, including merchandising, marketing, customer service, order processing, technology, and web development.

• Managed bottom line. Managed conversion funnel to increase eCommerce revenue by 8%. o Managed affiliate marketing, which accounted for 12% of sales. o Established merchandising baselines and measured performance against those baselines. Achieved revenue

increase of 3%. o Directed internal design group in developing e-mail campaigns and promotions. Increased revenues by 1%. o Created e-mail campaigns tied to sales-tax holidays, achieving revenue increase by 2% per state.

• Designed, developed, and launched discount website. Developed landing page system to drive traffic to site. • Implemented customer surveys to develop customer relationships and repeat business. • Negotiated $250,000 license for new eCommerce platform and $140,000 license for credit card processing. • Strengthened skills sets and improved morale of team of nine. • Implemented PCI compliance and Vertex. Managed Web analytics. • Managed vendors that included NaviSite (Web hosting), MotionPoint (Spanish and French translations), Genuine

Interactive, Amazon, and BorderFree (Canada). • Developed joint eCommerce strategies with PUMA Europe.

SYBASE (now SAP), Concord, Massachusetts eCommerce Product Manager 2000-2005

Partnered as key contributor in the full life cycle development of a multimillion-dollar web project: strategy à design à usability à functional specifications à content development à testing à launch à training à enhancements.

• Drafted strategic plan for eCommerce site and worked closely with consultants to fine-tune the strategy that turned around failing eCommerce site, increasing revenues by 500% in six months.

• Increased reseller revenue 500% in three months through sales force incentive plan. • Conducted site usability research, including test that averted major design flaws before any HTML had been written.

E D U C A T I O N MIT SLOAN SCHOOL OF MANAGEMENT, Cambridge, Massachusetts, M.S., Management (MBA) CORNELL UNIVERSITY, Ithaca, New York, B.S., Industrial and Labor Relations P R O F E S S I O N A L D E V E L O P M E N T

Harvard University: Completed six graduate courses in Information Systems and eCommerce and Strategic Communication. Customer Relationship Management Conference: CRM Master Plan Track ATG Classes: Exploring ATG Technology and Managing ATG Commerce HubSpot Certified Inbound Marketing Professional with Honors Distinction. Covers SEO, blogs, and social media.

A F F I L I A T I O N MIT Sloan Boston Alumni Association, Board of Directors Contributed to increasing the Association’s bank account 100 fold in 6 years.

T E C H N I C A L S K I L L S C++, Java, Commerce Server, ClearCommerce, Vertex, Visio, JavaScript, SQL, ColdFusion, Dreamweaver, Microsoft Project, Illustrator, PhotoShop, Sagent, Business Objects, Siebel, Stellent CMS, SharePoint, Rational ClearQuest, NetGenesis, Web Side Story, Omniture, Google Analytics, AdWords, and Webmaster Tools, Moz, Empirix, hybris, TeamSite, and RightNow. Taught classes in HTML and applications.