Keith Schilling

About

Demand generation growth manager with broad experience in all aspects of online marketing. Focused on Paid Media, SEO, and Content Syndication. Certified in Google Analytics and Google Ads Search (formerly Google Adwords).

Experience

• Director of Digital Marketing · New Pig Corporation03-01-2024 – 02-01-2025

  Led digital performance marketing strategy for New Pig’s eCommerce business, overseeing SEO, paid media, CRO, and lifecycle marketing to drive revenue growth. Owned customer acquisition and retention strategy, optimizing digital channels including Google Ads, SEO, email, and social media to improve cost efficiency and ROAS. Developed SEO-driven content strategy, enhancing product discoverability and category page rankings, leading to a significant increase in organic revenue. Spearheaded CRO (Conversion Rate Optimization) initiatives, leveraging A/B testing, heatmaps, and user behavior analysis to refine checkout flows, landing pages, and UX/UI design. Managed $4M+ in annual digital advertising budgets, reducing Customer Acquisition Cost (CAC) by 20% while improving conversion rates across digital campaigns. Developed predictive analytics dashboards in GA4 and Looker Studio, tracking KPIs such as organic traffic growth, conversion rates, LTV, and customer retention. Launched a personalized remarketing program, leading to a 40% increase in abandoned cart recovery rates. Led and developed a team of three direct reports, optimizing workflows and enhancing overall marketing performance. Key Wins & Metrics Reduced CAC by 8% while increasing ROAS by 2.5X through better targeting , ad strategy, and budget allocation. Drove 65% more non-branded organic traffic by optimizing product descriptions, metadata, and structured data for search engines. Enhanced checkout conversion rates by 12% with UX enhancements and CRO-focused optimizations.

• Senior Digital Marketing Manager · Certinia02-01-2021 – 03-01-2024

  Orchestrated end-to-end paid media campaigns, encompassing creation, execution, and optimization, incorporating rigorous A/B testing methodologies. Directed the conception and execution of Linkedin Paid Social Ads campaigns, with a specialized focus on Account-Based Marketing (ABM) campaign management using the 6Sense platform. Spearheaded comprehensive SEO initiatives, encompassing technical SEO enhancements, content strategy development, and strategic guidance.. Educated product marketing managers, copywriters, and web developers on SEO best practices, resulting in improved organic visibility and site performance. Collaborated closely with the MOPS (Marketing Operations) team to refine lead scoring methodologies, align sales funnels, and target accounts effectively for Account-Based Marketing (ABM) initiatives, ensuring precision in targeting and maximizing conversion rates. Conducted in-depth metric analysis utilizing platforms such as GA4, Lookerstudio, and Tableau, providing actionable insights and data- driven recommendations to executives and product marketing managers. Partnered with the sales team and Business Development Representatives (BDRs) to strategically target accounts within specific regions, including North America (NAM), Europe, Middle East, and Africa (EMEA), and Asia-Pacific (APAC). Key Metrics and Wins Reduced Cost Per Lead (CPL) by 56% – Decreased CPL from $125 to $55 within 9 months through targeted paid media optimizations. Increased SQLs by 35% – Improved lead quality and engagement through ABM, LinkedIn Paid, and Google Ads campaigns. Drove significant organic growth in non-branded terms by over 45% from YoY 2023/2024 – Led by technical SEO enhancements, content strategy development, and improving internal linking structure.

• Senior SEO Manager · IBM01-01-2015 – 02-01-2021

  IBM is a global technology and consulting firm, specializing in AI, cloud computing, and enterprise software solutions. Led digital strategy planning, execution, and measurement for multiple business units, such as IBM Developer Marketing, IBM Watson, Watson Health, and Watson IoT. Provide branding and digital marketing strategy and execution on new offerings within the organic channel. Performed Technical SEO audits and created strategies and prioritizations of projects; ie. web architecture, pagespeed insights, schema markup, canonicalization, CSS, JS, and more. Utilized various platforms and tools such as SEMrush, Ahrefs, GSC for organic strategy based on analysis of metrics and data. Content Strategy – worked with writers on our SEO keyword repository, set forth content strategy and calendar. Trained and educated content writers on best practices of SEO through monthly lunch & learns. Analytics - Track, measure, and report on organic growth through multiple analytics systems to executives. UX/UI – Helped lead design strategies for higher conversion based around heatmap analysis (HotJar) for organic traffic and organic landing pages. Worked within agile team of developers, designers, content writers/editors on a daily basis. Conducted campaign analysis, measurement, and reporting via Google Analytics and Google Data Studio to measure KPIs set forth by executive management Key Metrics and Wins Increased organic traffic by 45% across IBM Developer Cloud and Watson AI by implementing enterprise-level SEO strategies, including technical optimizations, content restructuring, and schema markup implementation. Optimized global (International SEO) search presence, driving a 50% increase in international organic sessions by improving multi- language SEO strategies and hreflang implementation across IBM’s global domains. Expanded high-intent keyword rankings, increasing non-branded search traffic by 60% through content gap analysis and on-page SEO enhancements. Reduced cra

Education

• Methodist UniversityBachelor of Science, Business

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