BRIAN S. ALPERT

• Search Engine Marketing (SEO / PPC / SEM) Analyst / Program Manager
• Web Analytics Analyst / Strategist
• Internet Marketing / Social Media Strategist
• Online Content Development Specialist

Highly experienced Internet Marketer with thirteen years experience in Search Engine Marketing (SEM), web analytics, social media, Internet content development and website management. Seasoned, results-focused team leader and program manager; professionally-experienced writer and editor; deep experience in large and small enterprises in B2B, B2C and agency-side venues.

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RECENT PROFESSIONAL EXPERIENCE

Smithsonian Institution (June 2010 – Present)

WEB ANALYTICS AND SEARCH ENGINE OPTIMIZATION (SEO) ANALYST

• Devised and launched a review and assessment of Smithsonian’s current practices and capabilities vis a vis web analytics and organic search engine optimization
• Forthcoming recommendations to be presented to Smithsonian staff and management, Fall 2010

Texas Instruments Incorporated (1999 – May, 2010)

WORLDWIDE SEARCH ENGINE MARKETING MANAGER (2006 – 2010)

• Created and managed TI's first comprehensive, roadmapped SEM program
• Led team and developed requirements driving organic search engine optimization, paid search (PPC) and TI.com onsite search
• Led twelve-member “Search Topic Team” to drive cross-business, search-related efforts (e.g., TI.com Product Tree SEO optimization) (2005-2009)
• Negotiated multi-million-dollar contracts with SEM agencies (2007, 2008)
• Directed implementation of, and managed ongoing $3M budget PPC campaign (2008)
• Ramped-up and provided ongoing management oversight for $3M budget PPC campaign (2009)
• Developed and led SEM training to 200+ TI’ers across all business groups
• Led projects to improve onsite search; registered gains in key onsite search metrics (e.g., conversions from search)
• Highly informed perspective of current capabilities and industry trends honed from ten years of participation in state-of-the-art web team, and working alongside industry luminaries and thought leaders.
• TI's E2E Community blogger (sole contributor; search-related topics)

RECENT RESULTS

• Increased worldwide YoY SEO share 29% YoY at a time when most competitors lost share (2009)
• Achieved many first-time top organic placements in ultra-competitive environment
• Achieved findability increases from 72% to 515% for numerous sets of “long-tail” terms
• Paid Search YoY results include:
  • 83% reduction in average cost-per-click (CPC)
  • 82% reduction in average cost-per-action (CPA)
  • 62% increase in traffic
• Onsite Search YoY results include:
  • 80% improvement in Engagement Rate
  • 23% improvement in Engagement Minutes
  • 11% improvement in User Satisfaction
  • 10% improvement in Click-Through-Rate

WEB ANALYTICS MANAGEMENT (2006 – 2010)

• Member of TI “Metrics Topic Team” driving web analytics issues
• Omniture HBX enterprise web analytics toolset “power user”
• Key contributor to TI.com tagging and Content Group labeling standards
• Designed and implemented TI.com Search Analytics dashboard
• Performed regular, ongoing analysis to improve search performance based on actionable data
• Optimized website’s keyword search functionality based on trended data
• Led implementation of “Social Search” technology resulting in measurable improvements
• Led TI’s acquisition and implementation of Hitwise competitive analysis software
• Designed dashboards and implemented custom tracking for search and social media related analysis

OTHER EXPERIENCE

• Created and managed first TI's paid search advertising campaign (2002)
• Performed needs analysis and successfully proposed campaign expansion (2007)
• SEM Certifications
  • Member - Search Engine Marketing Professionals Organization (SEMPO)
  • Completed SEMPO Insider's Guide to SEM
  • Completed SEMPO Advanced SEO
• Analytics / Statistical Analysis: experienced with Enterprise-class web analytics tools to measure and analyze program impact and adjust
  • Compete.com
  • Google Analytics/Keyword/Insights/Webmaster/SBKT/Trends
  • Hitwise
  • Keyword Discovery
  • Omniture HBX
  • SEMRush
  • SEOBook Suite
  • SEOmoz Suite
  • Wordtracker

INTERNET MARKETING MANAGER (1999 - 2005)

• Created and managed a wide range of content development and Internet Marketing programs
  • Produced and maintained TI Broadband Solutions website
  • Developed, edited and published award-winning permission-based email newsletter
  • Evaluated and recommended online sponsorships
  • Produced web and traditional advertising campaigns and content (web banners, print, customer case studies, magazine articles)
  • Produced Webcast Seminar

Telogy Networks, Incorporated (1997 - 1999)

SENIOR MANAGER INTERNET MARKETING

• Created and managed award-winning, multi-faceted Internet Marketing program
• Designed dashboards and tracked website, SEO and PPC performance ongoing
• Grew website traffic by 5400% over three-year period
• Achieved top SEO placements for key search terms (Voice over IP, VoIP-related)
• Created and managed permission-based 3K subscriber email newsletter
• Quoted in Internet Marketing textbook and trade publications
• Tradeshow speaker on Search Engine Optimization techniques

Awards

• Public Relations Society of America (PRSA): Bronze Anvil Award of Commendation for the category of "multimedia communications newsletters" - TI ‘Broadband Focus’ email newsletter (2004)
• Web Marketing Association 'Standard of Excellence' Award: Telogy.com website: (1999)
• Received numerous MCI Internal awards

ADDITIONAL PROFESSIONAL EXPERIENCE

Member, University of Virginia Technology Certificate Advisory Board (1998)

Potomac Interactive Corporation (1996 - 1997)

Internet Project Manager / Business Development Specialist

• Developed leads, wrote proposals and closed sales of internet-related products and services
• Designed websites and led teams of developers performing website and database design
• Managed client relationships ongoing
  

MCI Telecommunications Corp. (1992 - 1996)

Manager Consumer Mass Markets Information Services

• Managed team of six editors, designers and information delivery specialists
• Team managed eleven diverse communication tools with annual budget exceeding $1M

Freelance Writer (1991 to 1994)

• Anti-Defamation League of B'nai Brith: speechwriter (1994)
• American Association of Retired Persons: speechwriter (1992)
• Modern Drummer magazine: columnist/product reviewer (1991-1994)

Touring Musician (1979 to 1990)

Self-employment as a full-time touring musician instilled strong motivational skills and demanded the fullest use of my imagination. These critical job skills gained in a competitive, performance-oriented industry, complement a lifelong creative sensibility. Musical accomplishments include performing with musical legends Mose Allison and Danny Gatton, and on award-winning recordings.

Education

University of Virginia; Charlottesville, Virginia

• Bachelor of Arts with Distinction

Links

Brian Alpert's LinkedIn profile
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