Benjamin E Burns

Current Position
eCommerce Marketing Manager, Hotel SEO Program - Marriott International Headquarters - Bethesda MD

• Support regional eCommerce activities in alignment with Regional and Corporate strategy. Responsibilities include management of deliverables against defined Search Engine Optimization (SEO) service level offering for both managed and franchised hotels.
  
• SEO program managed at the corporate level. Includes day to day interaction with hotels to ensure effective implementation of program. responsible for entire portfolio of hotels and brands simultaneously.
  
• Will research and select targeted keyword phrases for multiple pages of each hotel website on Marriott.com.
  
• Perform initial, and as well as monthly, rank checking audits to assess changes in hotel's visibility against strategic keywords.
  
• Manage submission and renewal process for hotel website within online directories.
  
• Identify and negotiate placement of links to the marriott.com hotel website from local travel, hospitality, attraction or other appropriate sites.
  
• Coordinate with regional sales offices or Director of Marketing to create and distribute optimized press releases to online media outlets.
  
• Assured that marriott.com hotel website copy and metadata are fully optimized to maximize traffic from search engines.
  
• Maintained frequent, active engagement with corporate eCommerce to ensure alignment, pull-through, and 2-way communication about the status, performance, opportunities and issues related to SEO programs and initiatives.
  
• Provided quarterly tracking, analysis, and reporting on the effectiveness of the SEO program for each hotel.
  
• Monitor competitive SEO activity and provide reports quarterly to assess hotel's visibility against strategic keywords compared to a defined competitive set.

• Developed, implemented, and managed domestic and international Fortune 500 companies to small local businesses SEM/SEO strategies with all major and niche search engines to increase customer acquisition and conversion through paid and organic listings
• Administered SEM best practices through collaborative work with Marketing, Design, Programming, and Operations Managers.
• Took ownership of projects and was accountable to the ultimate success of each project / campaign
• Evaluate effectiveness of all search engine marketing programs, drew conclusions and developed recommendations based on results in a timely basis.
• Managed all project budgets and remain accountable for them.
• Used quantitative skills including the ability to monitor budgets understand return on investment and select relative data for analyzing future action.
• Monitored performance on search marketing campaign and placement performances.
  Provide metric reporting, ROI analysis, project prioritization, and project status reports for all SEM and SEO activities
• Interpret clients objectives/goals and achieved them through successful SEO strategies
  Worked in tandem with internal departments to meet and exceed the clients goals
  Teach and mentor SEO Specialists and clients , created and implemented a timeline to manage all SEO projects
• Completed technical site analysis, keyword research, and link analysis
  Presented and justify SEO strategies to clients
• Implemented and managed all top Pay Per Click engines i.e. adwords, adcenter, yahoo marketing and ASK and launched Pay Per Call campaigns for selective clients

November 2005 – April 2006 Hachette Filipacchi Medias New York, NY
Search Manager

• Developing an integrated Search Engine positioning strategy
• Day-to-day management & development of Pay-Per-Click (PPC) bidding using management tools and a clear Return on Investment (ROI) strategy
• Responsible for bottom line of paid search and organic search efforts
• Development and management of ethical free search engine positioning, detailed reporting of search engine traffic, positioning and overall performance.
• Develop and implement quality link popularity programs
• Monitor trends in the search engine industry
• Managed web analytics reporting and optimizing

July 2005 – November 2005 Grand Light New Haven, CT
SEM/SEO Consultant

• Compiled daily/weekly/monthly reports on creative performance, keyword performance, search engine performance and return on investment.
• Created, implemented, tracked, analyzed and optimized keyword campaigns across multiple search engines especially on Google, Overture and eBay.
• Suggested and performed changes to keyword status, site architecture, landing pages and bidding strategies.
• Set up Link Building, Developed specific data feeds for shopping engines
• Established forecasts, baselines and success metrics and performed in-depth quantitative analyses of search marketing results
• Day-to-day management and implementation of organic search engine marketing strategies to achieve traffic and marketing objectives and maximized ROI and Conversion Rates through
• Analyzed web site performance and trends, and click stream path analysis activity through developed Web Traffic Reports
  

November 2003 – June 2005 S&T US LLC Madison, CT
SEO

for an international web publishing company based in the United Kingdom, New Zealand and the United States

• Performed keyword analysis through Overture and Wordtracker both for the USA and UK market
• Created optimized search engine friendly HTML code (W3C standards)
• Performed keyword analysis for search traffic volumes and competition through Adwords, Overture, Wordtracker and Adsense
• Created specific meta tags for individual search terms
• Developed search engine friendly page layout & link architecture
• Analyzed site ranking (SERPS) and modification through WebPosition and SEO tactics
• Determined when to make changes in code structure, file name and layout of sites
• Continually monitored, test, revised and updated HTML code
• Reviewed copy to assure search engine friendly guidelines
• Kept up with algorithmic changes in search engines to provide the latest optimization
• Developed instructional manuals for specific tasks for staff members
• Communicated and implemented affiliate programs such as Espotting UK and Findwhat (MIVA), Commission junction, and Link Share in the US

Education:
Bachelors of Arts, Communications/Marketing
University of Tampa, Tampa, FL - 2003

Computer Skills: