Gwendolyn Kestrel

12910 SE 258th St., Kent, WA 98030 | (253) 335-1813 | gk@gkestrel.com


Experience


Content Program Manager | MIcrosoft (ExcelL) | October 2018 – June 2020


  • Process daily Trending on Bing spikes and assigned events and identify top spiking queries
  • Curate Bing content for holidays and major events, using data analysis to determine high-value queriesEvaluate the resulting Bing search-results pages, take actions to optimize these search results on Bing through writing, editing, and curating content. Document these improvements in a daily report. Measure results.
  • Document and improve processes


Digital Marketing Manager | eBay (Mindlance) | March 2017 – October 2018


  • Manage the PartnerNetwork.eBay.com website: page design, content management and creation, and SEO (strategic and technical, on-page and off-site)
  • Write and edit text for the new eBay Partner Network (EPN) Help Center, optimize for SEO
  • Manage social media, posting and responding to queries on Disqus, Facebook, Twitter, and LinkedIn
  • Analyze customer needs and plan for new content on EPN’s online help center and blog articles
  • Establish processes for website updates and help center article approvals.
  • Align educational resources to publishers at different lifecycle stages through topics like SEO, Content Strategy, Website UX, leveraging social channels, technical/tools support
  • Tools Used: Microsoft Project, Disqus, SquareSpace, Google Analytics, Google Search Console, Google Keyword Planner, Google Tag Manager, Moz, Salesforce (inc. Knowledge, Communities, and Pardot), Adobe Photoshop


Marketing & SEO | Visual Studio (Wimmer Solutions) | August 2016 – january 2017


  • Manage SEO during platform transition. Increased DA from 82 to 87.
  • Establish and review key metrics across the full website to access the effectiveness of SEO strategy
  • Competitive site analysis to increase the effectiveness of on-page optimization
  • Develop, document, and implement SEO strategy, both on-site and off-siteWrite, test, and optimization ad copy and meta data
  • Communicate to team and management on project development, timelines, and results​
  • Tools Used: WordPress, Yoast, Google Analytics, Google Search Console, Google Keyword Planner, Google Trends, Bing Webmaster Tools, Yandex Webmaster Tools, Moz, BrightEdge, and more.


Marketing Digital Analyst | SEOWorks | January 2016 – August 2016


  • Analyze, plan, and execute SEO including link building, brand referral, research and analysis of link building and implementing onsite SEO best practices for multiple websites. Clients include Doxy.Me, LoveThatPet, and the Crowne Plaza Adelaide
  • Manage Social Media (FaceBook, Twitter, Linked-In, blogs, and more) presence for select clients
  • Outreach to journalists as clients’ PR representative, promote brand image, and build relationships
  • Tools Used: Google Analytics, Marketo, and Moz Tools to measure success of campaigns


Marketing Manager | TechniTrader | April 2015 – August 2015


  • SEO (WordPress Yoast) and SEM (Google AdWords, Yahoo! Gemini, Bing Ads). Wrote SEO descriptions, optimized for focus keywords, monitored SEO performance on Goggle, Yahoo!, Bing, and Yandex)
  • Promote and manage online and in-person events such as promotional webinars and trade show booths
  • Write press releases and promote new course offerings
  • Created and implemented customer acquisition marketing plan including Linked-In, Facebook, and Click-to-Call ads which generated a 32% increase in high-quality leads.
  • adWords and Bing PPC campaigns for both desktop and mobile.  Gemini mobile campaigns.
  • Tools Used: WordPress, Google Analytics, HubSpot, Marketo, iContact, and more.


Partnered Operations Program Manager | Microsoft Corporation | 2012 – April 2015


  • Analyzed quality metrics, identify trends, propose and implement solutions
  • Wrote Microsoft Advertising Blog Entries, Podcast Scripts, and advertiser-facing communications
  • Partnered with Media Specialists and advertisers to optimize SEM campaigns, consult on Quality Score, consult on SEO
  • Utilized business intelligence to reduce the cost to serve
  • Improved processes, including establishing pilot programs, testing, and revising


Escalation Specialist (Lead) | Microsoft Corporation | 2008 - 2012


  • Led a team of ten Escalation Specialists
  • Managed a variety of projects from charter stage to post-mortem
  • Documented workflows and processes. Refined existing or created processes as needed.
  • Created and managed SME area content including internal community message boards, SharePoint sites, Camtasia video trainings
  • Analyzed advertising performance and policy compliance for broad Search Engine Marketing, affiliate campaigns, publisher advertising, display advertising, and in-game ads
  • Vendor management
  • Utilized business intelligence analytics to drive down editorial cost-to-serve against PPC campaigns
  • Provided proactive editorial consultations to ensure relevant, high-quality, and in-policy advertisements on Microsoft adCenter/Bing Ads across multiple web properties and partner sites
  • Studied surveys, market research, and industry. Reported trends to senior management and provided training for my department for new best practices and potential improvements


Contractor/Consultant | Microsoft, WizKids, and Others | 2007 - 2008


  • Contracted for Microsoft adCenter/Bing Ads through Volt: Wrote, edited, and updated communications and editorial policy. Planned, designed, and implement new department SharePoint
  • Consultant for WizKids Games: Reviewed and recommended improvements for editorial processes and procedures. Wrote and edited press releases, promotional materials, and game components
  • Taught Game Design Processes course as Adjunct Faculty at ITT Tech, Tukwila campus


Education


Coursework


  • AWS Fundamentals: Going Cloud-Native by Amazon Web Services Instructor Allen Goldberg through Coursera.org (April 2020,  Verified Certificate)
  • Search Engine Optimization Fundamentals from University of California, Davis, Prof. Rebekah May through Coursera.org (September 2016, Verified Certificate)
  • Introduction to Search Engine Optimization from University of California, Davis, Prof. Rebekah May through Coursera.org (September 2016, Verified Certificate)
  • Digital Analytics for Marketing Professionals: Marketing Analytics in Practice and Digital Analytics for Marketing Professionals: Marketing Analytics in Theory from University of Illinois at Urbana-Champaign, Prof. Kevin Hartman through Coursera.org (July 2015, Verified Certificate)
  • Digital Analytics for Marketing Professionals: Marketing Analytics in Theory from University of Illinois at Urbana-Champaign, Prof. Kevin Hartman through Coursera.org (June 2015, Verified Certificate)
  • Marketing in a Digital World from University of Illinois at Urbana-Champaign, Prof. Aric Rindfleisch through Coursera.org (May 2015, Verified Certificate)
  • Advertising and Society from Duke University, Prof. William M. O’Barr through Coursera.org (April 2015, Verified Certificate)
  • Understanding Media by Understanding Google from Northwestern University, Prof. Owen R. Youngman through Coursera.org (October 2013, Verified Certificate)
  • Gamification from Wharton School of Business, University of Pennsylvania, Prof. Ken Werbach, through Coursera.org (June 2013, Verified Certificate)
  • Microinequities by Stephen Young through Microsoft, Inc. (Spring 2013)


M.B.A. | University of Phoenix


  • Marketing, communications, and negotiations
  • Accounting, P&L, ROI analysis, and budgeting
  • Management skills


M.A. | Wright State University


  • Major: English
  • Emphasis: Writing and Editing


B.A. | Wright State University


  • Major: English, Graduated Summa Cum Laude
  • Emphasis: Writing and Editing