Hello Sketchers.

My name is Geoff Graham.

I’d like to submit my application for your
Sr. Ecommerce Analyst position.

Here is why I should be on your team.

I Always Get Results

Thanks to analytics software, it’s never been easier to get more information than you could ever want to know about your website: unique pageviews, bounce rates, time spent on site, recency and number of visits to purchase among many, many other variables. Toss in custom segments and the list only gets bigger!

I’ve always believed that good business decisions are the result of having excellent data at your fingertips. While it’s easy to click a couple buttons to pump out a report on the number of hits your website got this month, it may not be the right information you need to unlock key insights that lead to real improvements on your website. That’s why it’s crucial to define key metrics that align with the business objectives of your site. Properly refined data will always lead to a better understanding of what is and is not working on your site.

I’ve dedicated the last five years of my career to learning and developing the skills of a solid Web Analyst. What sets me apart from other analysts is my ability to measure more than simple site data. Rather than focusing on hits, I know how to properly track and report metrics on everything from affiliates and online ads to email campaigns and offline activity. Plus, I’ve been able to apply my analytics chops to the footwear industry while working for Vans Shoes.

Sound good? Jump to the contact details.

My Skills, Visualized

Web Analytics Reporting

CMS

Code

Design

Email

Projects

Social Networking

Advanced segments, custom reports, goal tracking, loyalty,
campaign tracking, measuring online impact on offline behavior.

Magento, ExpressionEngine, WordPress

HTML5, CSS3, JavaScript

Photoshop, Illustrator, InDesign

Silverpop, Campaign Monitor, Constant Contact

Basecamp, Highrise

Twitter (up to 6,000 followers), Facebook ( up to 14,000 fans), Flickr, YouTube

Sound good? Jump to the contact details.

I Have Awesome Work Experience

2008 –

The Foursquare Church, Web Manager

Foursquare brought me in to figure out a strategy for building a strong and loyal online audience. Since joining the team, I’ve grown online traffic (30% year-over-year) and visitor recency (72% visit again within next day), while helping Foursquare define goals for Foursuqare.org and defined the KPIs to measure them effectively.

  • Grew email subscriber lists (150%) and segmented them into specific groups for targeted, relevant campaigns.
  • Redeveloped and redesigned Foursquare.org, transforming it from a static site into a dynamic online magazine and resource center that is updated on a daily schedule.
  • Implemented a loyalty program aimed at increasing site membership.
  • Ran contests on Facebook and Twitter that doubled our social network following and increased referrals to Foursquare.org by 20%.
  • Developed a campaign for tracking offline conversions using QR codes and dynamically-generated PDFs.

2007 – 2008

Vans Shoes, Ecommerce Merchandising Manager

My role was to develop a more effective strategy for organizing products online. I not only increased sales in previosly underperforming categories, but improved the online store’s product release cycle.

  • Improved overall conversions, page depth and time on site through new merchandising solutions, including cross-promotional tools, search refinements, featured search results and product zoom.
  • Developed optimized landing pages for paid search terms that maximized PPC campaigns for targeted terms.
  • Multivariate and A/B testing to increase conversion rates on key product pages.
  • Led a reorganization of all products in our back-end system, which  increased sales estimated at $120,000.
  • Oversaw all online content, phototography and affiliate networks (Linkshare).

2006 – 2007

Pacific Life, Internet Marketing Specialist

Specialist who oversaw content and design for the Pacific Life annuities and mutual funds websites and its business intranet site. My responsibility was to keep fresh content posted to the sites and find new ways for enhance user experience through design and technology.

  • Total redesign of the site’s top landing pages. My designs resulted in 20% fewer exits, 25% more time spent on the site and fewer calls to customer service.
  • Converted informational content into fully merchandised product pages that allowed visitors to create a customized package of downloadable informational materials.
  • Fine-tuned Pacific Life’s email templates and subject lines by running split A/B tests to determine the most effective design and content. My recommendations resulted in a sharp increase in open (10%) and clicks-through rate (20%).
  • Designed and oversaw development of a Flash application that improved visitor engagement.

2005 – 2006

Bob Siemon Designs, Marketing Specialist

Specialist who oversaw internal and external communications for the brand. My responsibility was to be the voice of the company, and to ensure that everything we said, printed, posted or broadcast was true and consistent to style.

  • Merchandising the online store, organizing all products into categories and collections.
  • Copywriting for all online products, landing pages and email campaigns.
  • Created a quarterly sales presentation used to help set priorities for the company’s offsite sales team and inform them with the latest industry trends.
  • Wrote and distributed press releases for all major product releases. I established excellent working relationships with many industry reporters and earned regular product placement.
  • Extensive research on retail trends, keeping the company’s retail calendar up to date.

 

Sound good? Jump to the contact details.

Vital Stats & Education


Name

Age

Phone

Email

Twitter

Geoff Graham

Thirty

562.507.1133

geoff@geoffgraham.me

@geoffreygraham

Education

2010 – 2011

Market Motive
Certified Practitioner, Web Analytics and SEO

1999 – 2003

University of Puget Sound
BA International Economics

Did you miss my email? Here it is again.