Katherine Watier
gplus.to/KatherineWatier- @kwatier - www.linkedin.com/in/katherinewatier
Creative online marketing professional with 16 years of communications experience and eight years of
experience creating and launching integrated marketing campaigns involving: SEO, PPC, social media,
mobile, direct mail, public relations, and web development. Past campaigns have driven over 1 million
visitors a month.
Skills
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SEO, PPC, Social Media, and Web
Analytics
Strategic product launch planning &
execution
Strategic email marketing
Marketing and brand management
Online marketing training
Mobile strategies
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Media planning and execution
New product development
Web development and usability
Sales and closing skills
Strategic partnership development
Cross-departmental project
management
Career Profile
VP, Online Strategy and Market Insights – Ketchum PR, Washington, DC
10/12-present
 Led Ketchum wide initiatives to use online and mobile analytics to demonstrate ROI for client
promotions.
 Created and executed online marketing and online analytics trainings for internal staff and clients.
 Led execution of online marketing and mobile strategies for clients including HHS Office of the
National Coordinator, Express Scripts, Gazprom, Hershey and Clorox.
 Managed a team of 7 online marketing staff.
 Managed regular internal newsletter that provides US and international SEO and social insights
for Ketchum staff.
VP, Social Media – Ketchum PR, Washington, DC
7/10-10/12
 Led in house training for staff on all online marketing tactics: SEO, paid online advertising, mobile
strategies, web measurement best practices, international search and social media.
 Developed and executed fully integrated online marketing campaigns for HHS’s Office of the
National Coordinator, Center for Medicaid and Medicare, the Russia Federation’s
ModernRussia.com.
 Provided online marketing training and online marketing strategic counsel to the following clients:
National Honey Board, Clorox, Conagra, CA Milk Advisory Board, University of San Francisco,
Families Fighting Flu, Kraft Mio, and Caris Life Sciences.
Director of Online Marketing - Environmental Working Group, Washington, DC
1/09 – 4/10
 Managed team of 4 employees, 8 unpaid interns, and outside web and print designers in a print,
email, web marketing and web development department.
 With 4 months of effort increased traffic to www.ewg.org by 85% in 2009.
 Created an online marketing plan that drove over 1 million visits to ewg.org in September ’09.
 Audited/fixed Google Analytics implementation, set KPIs, established monthly reporting process.
 Established team and web development processes, selected and implemented Central Desktop,
developed internal online marketing training programs.
 Reassessed server infrastructure, moved hosting & set plan to re-architect servers and conduct
load testing for greater stability.
 Developed plans to eliminate press clip scrapping, to eliminate duplicate content, and to redesign
the site to scale with traffic.
 Hired staff, created work plans, monitored yearly email fundraising calendar, managed execution
all online products.
 Personally managed all SEO, PPC and execution and set social media strategies.
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Katherine Watier
gplus.to/KatherineWatier- @kwatier - www.linkedin.com/in/katherinewatier
Online Marketing Consultant
1/08-7/10
 Provided SEO & social media audits, training and strategy sessions for SCORE, Ketchum PR,
Leadership Alexandria, Volunteer Alexandria, International Food and Information Council, GHI
International, TechLiterate, Westat, Cystic Fibrosis Foundation and others.
Director of Online Strategies -OMP Direct, Washington, DC
4/08 – 11/08
 Worked with OMP's president to develop online services offering and integrated marketing
analytics for their clients.
Director of Internet Marketing - Points of Light & Hands On Network, Washington, DC
9/07- 2/08
 Led the valuation of the merged organization’s 35+ web properties through analyzing domain
traffic, PageRank and number of inbound links
 Ran online marketing and web analytics webinars for Points of Light Foundation (POLF)
members.
Director of Marketing & Sales, 1-800-Volunteer.org - POLF, Washington, DC
11/04-9/07
 Created SEO and SEM strategy for 1-800-Volunteer.org and HelpinDisaster.org including: link
building, Web 2.0 strategy, establishment of web analytics tracking (Omniture), customer online
marketing and web analytic training, and developed online partnerships.
 Created communications strategy, $350,000 budget and plan for 1-800-Volunteer.org and
HelpinDisaster.org including: brand development, search engine optimization and marketing, viral
marketing, user marketing training and tools, national and local press strategy and marketing
collateral.
 Developed and executed the 1-800-Volunteer.org sales strategy & process resulting in market
dominance in 3 years.
 Assisted in product feature selection and testing, and market positioning of 1-800-Volunteer.org.
 Established local and national press strategy for 1-800-Volunteer.org and HelpinDisaster.org.
Marketing Communications Manager - Utilities Telecom Council, Washington DC
5/04-10/04
 Developed print and online marketing strategies and materials for UTC’s corporate verticals:
research, spectrum services and membership sales.
Field Manager - National Youth Service Day - Youth Service America, Washington DC
11/02- 5/04
 Managed and provided media relations support for 50 lead agencies resulting in over 320 million
media hits; coverage from Los Angeles Times to Washington Post to Miami Herald and all major
network TV affiliates.
Business Development /Tech Consultant - Barquin International, Washington, DC
7/01-10/02
 Led redesign strategy, development, usability testing, and SEO/SEM strategy and web analytics
for www.barquin.com and www.idf-co.com.
 Wrote a website usability analysis for USDA’s REEIS System, and redesigned the online
datawarehousing system’s navigation and design using Oracle Portals.
Computer Expertise
Languages: HTML, CSS. Software: Adobe Creative Suite, Microsoft Office, Salesforce, Wordtracker,
Keyword Discovery, Radian 6, Google Analytics, Omniture, Central Desktop, and various other office
applications.
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Katherine Watier
gplus.to/KatherineWatier- @kwatier - www.linkedin.com/in/katherinewatier
Training and Public Speaking
Created and presented customized online marketing training classes for: Westat, GHI International,
International Food Information Council, Cystic Fibrosis Foundation, Joy of Motion Dance Centers,
Volunteer Alexandria and Leadership Alexandria.
Keynote or workshop speaker at: SES Chicago (2012), EXL Pharma Conference (2012), DC Digital
Capital Week (2011), HHS ONC’s Annual Conference (2010 & 2011), PRSA Nonprofit day (2010),
American Marketing Association (2009), FL Governor’s Hurricane Conference (2006), Northwest Network
Conference (2008), National Conference on Volunteering and Service (2005 & 2006), Delaware
Volunteerism Conference (2008), Democracy in Action Conference (2008), and NTEN Conference
(2008).
Education & Training
Online Marketing Training & Certifications: Adwords Advanced Account and Conversion Optimization
(2010), Inbound Marketing Certification (2009), Market Motive Web Analytics Certification class (2009),
Bruce Clay SEO Toolset Training (2008).
Conferences: SMX Advanced and International Search Summit (2011, 2010), SMX East (2010), Search
Engine Strategies NYC (2009), Epik One Google Analytics Advanced Technical Implementation Training
(2009), Graphing Social Patterns East (2008), New Organizing Institute, Personal Democracy Forum
(2008); Search Engine Strategies Chicago (2006)
M.A. Georgetown University
9/00-5/03
Thesis: (2003) Marketing Wearable Computers: An Assessment of Early Consumer Adopters’ Feelings
and Attitudes toward Wearable Computers. Georgetown University, Washington, DC
B.A. Hampshire College
Thesis: (1999) An Evaluation of 4-H’s Teen Programming. Hampshire College: Amherst, MA
9/94-5/99
Awards/Affiliations
Member of SEOMoz, D.C. Web Women. Former member of SEMPO, Web Analytics Association, PRSA
and AFP. Honored with the establishment of the Katherine Watier Environmental Award.
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