Digital Maketing

Other

Results-oriented Digital and Website Marketing Manager with 10+ years of experience
driving B2B and B2C marketing strategies for global enterprises. Expertise in SEO, SEM,
and digital advertising, achieving a 76% YoY increase in web leads at Zayo. Skilled in
cross-functional collaboration, team leadership, and data-driven optimization to
enhance user engagement and site efficiency.

As the Digital & Website Marketing Manager at Zayo, I lead the strategic direction of our
digital marketing efforts for a $2.5 billion company, orchestrating the management of all global digital properties. My role involves overseeing site strategy, including technical
infrastructure and front-end publishing, to ensure alignment with our digital marketing
objectives. With a portfolio of diverse web properties, I make sure we have coherence and peak performance across our platforms to amplify our digital reach.

Central to my responsibilities is the development and execution of comprehensive
digital paid search strategies. I strategically allocate budgets and leverage cutting-edge
tools and technologies to optimize our campaigns, driving targeted traffic and maximizing ROI.

Key Achievements:

Exceeded web lead benchmarks by 76.76% YoY in 2023.
Expanded paid search marketing (Google and Microsoft), generating over onethird of all web leads within six months.
Implemented comprehensive SEO strategies (technical and content), making
organic traffic the top referral source within six months.
Integrated advanced digital tools to improve engagement, site accessibility, and overall lead capture efficiency.


Achieved a 20% increase in site efficiency and a 15% reduction in bounce rate through strategic optimizations.


Tools Used:
SEO Tools: Google Search Console, SEMRush, Ahrefs
Analytics Platforms: Google Analytics 4, Looker Studio, CrazyEgg
Content Management Systems: WordPress, WPEngine
Marketing Platforms: Salesforce, Pardot, Drift, Google Ads, Microsoft Advertising
Design Tools: Adobe Illustrator, Photoship, InDesign, Figma
Project Management Tools: Asana, Trello

Digital AND Website Marketing Manager

As Senior Web Manager at ENA by Zayo, I led web marketing initiatives for our SaaS and
B2B websites, boosting customer satisfaction and online engagement. Specializing in
front-end content publishing, SEO strategy, technical optimizations, UI/UX design, and strategic maintenance, I consistently enhanced web properties by aligning strategies with business objectives and collaborating with cross-functional teams.

Key Achievements:

Led a major redesign of product pages, improving messaging, design, and usability, resulting in a significant increase in leads and engagement.
Developed and implemented an organic traffic roadmap, addressing technical and content gaps, leading to substantial improvements in organic search
performance.
Established and enforced website brand standards, ensuring a consistent and cohesive visual identity across all online properties.
Created KPI dashboards and set OKRs for all site metrics, enabling
comprehensive performance tracking and data-driven decision-making.
Designed and launched a new suite of compelling landing pages, optimized for segmented audiences, events, and lead generation.


Tools Used:

SEO Tools: Ahrefs, SEMrush, Screaming Frog, Google Search Console
Analytics Platforms: Google Analytics, Looker Studio, CrazyEgg
Content Management Systems: WordPress, Sharepoint, Citrix Podio
Design Tools: Adobe Illustrator, Photoshop, InDesign, XD


Brand, Design & Digital Marketing Advisor
Swish Creative Studio, San Francisco Bay Area

Senior Web Manager ENA by Zayo

I crafted compelling brand
narratives and visual identities for diverse clients, ensuring alignment with their values and market positioning.

Leading strategic design initiatives spanning branding, web design and development,
digital advertising, and multimedia content creation, I advised clients on digital
marketing strategies, leveraging data-driven insights to drive growth. I delivered
integrated solutions that exceeded client expectations, providing expertise in user
experience (UX) and user interface (UI) design for intuitive and engaging digital
experiences across platforms.

Key Achievements:

Orchestrated a comprehensive rebranding initiative for a leading data
warehousing startup, resulting in a 40% increase in brand recognition and a 25%
uplift in customer engagement metrics.
Spearheaded the design and launch of a new website for a boutique fashion
brick-and-mortar, achieving a 50% increase in online sales and a 30%
improvement in website conversion rates.
Developed and executed targeted digital marketing campaigns for a video
production agency, increasing website traffic by 60% and boosting lead
generation by 45% within six months.
Implemented data-driven optimization strategies for a solar company, leading to a 20% reduction in bounce rate and a 15% increase in average session duration,
enhancing overall website engagement and user experience.


Tools Used:

SEO Tools: SEMrush, Ahrefs, Google Search Console, Google Keyword Planner,
Moz


Analytics Platforms: Google Analytics, Looker, Adobe Analytics, Tableau, PowerBI
Content Management Systems: WordPress, Webflow, Drupal, Magento,
Contentful, Zoho, HubSpot, Squarespace, Wix, Shopify, Joomla
Design Tools: Adobe Illustrator, Photoshop, InDesign, XD, Canva, Sketch, Figma
Marketing Platforms: Google Ads, LinkedIn Ads, Meta/Facebook Ads, Instagram
Ads, Stackadapt, Simpli.fi, Amazon DSP, The Trade Desk


Global Sales and Support

Brand Design AND Digital Marketing Advisor

During my tenure at Surftech, I supported global sales efforts, including a network of
400+ dealers and customers. My responsibilities included helping drive sales, nurturing
customer relationships, and providing comprehensive support in areas such as order
management, forecasting, and claims resolution. I conducted market research to identify trends and opportunities and managed accounts with a focus on delivering
seamless customer experiences.


Played a pivotal role at Surftech, driving sales growth and cultivating robust
customer relationships within a global network of 400+ dealers and customers.
Provided proactive support across all sales and customer service aspects,
including order placement, forecasting, claims resolution, and ensuring timely
deliveries to meet customer expectations.
Conducted regular market research and analysis to identify emerging trends,
competitor activities, and potential growth opportunities.
Developed and implemented sales strategies tailored to different geographical
regions, taking into account cultural nuances and market dynamics.
Managed international accounts, addressing inquiries, resolving issues, and ensuring a seamless customer experience across diverse regions and time
zones.
Coordinated cross-functional collaboration between sales, marketing, logistics, and product development teams to streamline processes and maximize
efficiency.


Key Achievements:

Exceeded team sales goals consistently, contributing to revenue generation
ranging between $3M-$8.5M during tenure.


Served as the primary inside support for brand sales representatives, furnishing
them with crucial resources, sales data, and logistical assistance to enhance
their external sales endeavors.
Collaborated effectively to secure Surftech boards and products at REI through
strategic sales initiatives and proficient communication with key stakeholders.

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Led the development and execution of social media strategies at KimstaffHR to enhance brand visibility, engage with target audiences, and drive talent
acquisition efforts.
Reported directly to the Chief Marketing Officer (CMO), leveraging a deep
understanding of social platforms to curate compelling content, manage
accounts, and monitor performance metrics to optimize campaign effectiveness.
Collaborated with internal stakeholders, including marketing, sales, and human
resources teams, to align social media efforts with overall company objectives and campaigns.
Conducted regular social media audits and competitor analysis to identify trends,
opportunities, and areas for improvement.
Utilized social media management tools and analytics platforms to track
performance, analyze data, and generate insights for optimizing content and strategy.

Social Media Manager

Find out detailed information about Casey Mastrianna, Digital Maketing in Atlanta, Georgia

Casey Mastrianna: Digital Maketing in Atlanta, Georgia

Casey Mastrianna

University of California

Cabrillo College