Rob Woods CV

ROB WOODS

http://twitter.com/robdwoods

http://ca.linkedin.com/in/robwoods

An accomplished Online Marketer, with a proven ability to develop marketing strategies that deliver measurable results. Demonstrated success creating effective marketing programs and building brands in online media for B2C and B2B audiences. Strong management and leadership skills, with the ability to build and motivate teams. Adept at presenting and creating both internal and external networks. Created and implemented successful SEO, social media, and PR plans.

QUALIFICATION HIGHLIGHTS

 

Search Engine Optimization PPC & Display Advertising Conversion Optimization
Link Building Merchandising Strategy P & L Management
Content Creation & Promotion Website Development Team Leadership
Social Media Organizational Development Project Management

PROFESSIONAL EXPERIENCE

Rob Woods Consulting – Langley, BC

Owner                                                                                                       Sept 2010 – Present

Independent SEO and Social Marketing Consultant

Part time business providing SEO technical audits, content strategy, social media strategy, link auditing and e-commerce best practice recommendations.

  • Contractor consulting for one of the largest online marketing agencies in Canada
  • Achieved 25% organic traffic growth in first 3 months for primary client
  • Currently consulting for numerous small clients and sub-contract for several high profile SEOs/Agencies

 

Reinvent –  Vancouver, BC

Senior Marketing Manager                                                              Jan 2011 – Feb 2013

Domaining, Affiliate Marketing, Social Network, and E-Commerce Incubator

Reinvent is one of the largest owners of domain names in the world. They leverage the existing network of domains and test these ideas by moving our enormous volume of internet traffic towards site prototypes.

  • Increased organic search traffic by 45% year over year
  • Grew Facebook community from 500K to 1.3M in 3 months
  • BlackFriday.com was visited by 5% of the US population in one month
  • Secured and conducted over 50 newspaper, radio, and TV interviews in a single campaign
  • Conducted campaign resulting in 900,000 mobile app downloads in 30 days
  • Responsible for Inbound Marketing such as SEO, PR, content, email, social for all sites under the Reinvent umbrella including BlackFriday.com
  • Improved and rationalized low quality network of sites into a single high value sustainable site and successfully had sites removed from Google ranking penalty

 

BuildDirect.com – Vancouver, BC

Director – SEO, Content, & Social                                                          June 2009 – Jan 2011

BuildDirect is an online retailer/wholesaler of building supplies with revenues of $50M+

I was responsible for leading the strategy and execution of BuildDirect’s SEO, social, and content plans. I developed content strategy to relaunch and expand BuildDirect’s content offering and consulted with the executive team on overall marketing plan, site design, and merchandizing.

  • Grew organic search traffic 45% annually
  • Rebuilt highly dynamic large e-commerce site architecture to maximize link equity
  • Developed link building strategy resulting in 35% growth in backlinks in 12 months
  • Reduced cost per customer acquisition by 57% and increased new customer acquisitions by 49%
  • BuildDirect’s content strategy resulted in 1000’s of new backlinks and 1000’s of daily visits to the blog
  • Improved search rankings for top converting head terms from second to third page to top three and in many cases first position in Google and Bing
  • Grew social following to 3000+ Twitter followers with 1.2M+ YouTube views in 10 months

Director – Paid Marketing                                                                         June 2008 – June 2009

Responsible for all paid marketing initiatives including PPC, affiliate, display, content, shopping engine, and email marketing. Consulted on usability and web design for marketing team.

  • Managed PPC marketing campaigns with annual spend of $3M+ with positive ROI
  • Increased online marketing return 500% and reduced cost per acquisition by 50%
  • Developed and implemented affiliate program driving $2M+ in sales annually

 

Director – Merchandising                                                                              September 2006 – June 2008

Responsible for all aspects of product merchandizing and presentation, site search, navigation, and dynamic merchandizing on the website and managed a team of three merchandisers. Responsible for user experience on product related portion of BuilldDirect.com

  • Oversaw product merchandizing during growth from $25M to $32M in sales
  • Specified and implemented enterprise level site search, navigation, and merchandizing solution (Endeca)
  • Consulted on all aspects of web design and user experience
  • Trained new marketing hires on SEO and PPC marketing

 

Manager – Marketing & Merchandising                                              January 2002 – September 2006

Responsible for all aspects of marketing and product merchandizing. Consulted on product selection and created systems for efficient product selection, merchandizing, and promotion. Sole responsibility for SEO and all paid marketing activities (PPC, affiliate, CSE, display ads, print, direct mail)

  • Managed merchandizing and marketing as BuildDirect grew sales from $8M to $25M
  • Achieved first page rankings for 80% of targeted search terms in Google
  • Developed and implemented BuildDirect’s first PPC, SEO, affiliate, and CSE plans
  • Designed product portion for e-commerce site rebuild which continues to be used today
  • Grew online portion of sales from 5% to 35% of total sales

 

Manager – Merchandising                                                                 May 2000 – January 2002

  • Designed, tested, and implemented in-house CMS to successfully merchandize 100K+ skus
  • Oversaw all product merchandizing and marketing, growing annual sales from $0 to $8M
  • Created detailed product category taxonomy for all categories of building materials

 

Chapters Bookstores- Vancouver, BC

Operations Manager                                                         June 1998 – May 2000

Responsible for supervising all store operations, receiving, cash, human resources, P&L, maintenance and several merchandizing departments for the fifth largest bookstore in Canada.

 

Home Depot – Surrey, BC

Department Manager                                                       April 1994 – June 1998

Responsible for managing several different departments including merchandise departments and call centers.

 

EDUCATION

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Simon Fraser University – Bachelor of Business Administration

UBC Sauder School of Business – Management Communications
OTHER ACCOMPLISHMENTS & TRAINING

 

Speaking and Conference Presentations

BlueGlassX – Dec 2012 – How to Build a Large, Passionate Audience From Scratch with No Connections

SEM Meetup Vancouver – June 2011 – Tactical Social Media and Search Engine Optimization

IIMA Fusion Conference – May 2011 –SEO as Foundation to Social Sharing and Visibility

SMX (Search Marketing Expo) Toronto 2011 – Advisory Board

BCTIA Sales & Marketing Exec Roundtable – Nov 2010 – SEO & SEM

DMA Retail Marketing Conference 2010 – In-house SEO

ACCM (Annual Conference for Catalogs & MultiChannel Merchants) 2008 – Site Navigation & Merchandizing

Endeca Discover Conference 2008 – B2B Strategies

 

Conference Attendance

SearchFest – 2013

SMX (Search Marketing Expo) Advanced – 2007, 2008, 2010, 2011, 2012

Pubcon – 2009, 2010, 2011

Internet Retailer Conference – 2008

Endeca Discover Conference – 2007

Search Engine Strategies – 2004, 2005, 2006

Other Interests

Outdoors, hiking, camping, fly fishing, fly tying, BBQ, cooking, smoking (food), classic and antique cars, renovating, gardening

 

References Available Upon Request