William C. Vela
3420 NW 89TH TER
HOLLYWOOD, FL 33024
wcvela@gmail.com
M - FL: 954-756-1805 – M - NY: 347-727-9020
EXECUTIVE PROFILE
I am a Bi-lingual Marketing professional with over 15 years of experience with an emphasis in B2B, B2C, sem, seo, lead
generation, CPA, CPC, Affiliate marketing, email marketing and e-commerce driven environments. I've developed both
short-term marketing strategies to meet specific business growth objectives & long-term strategies to solidify positioning.
Always keeping the development of the company’s brand in mind. In-depth knowledge, understanding of search acquisition,
target retention and re-marketing. Ability to achieve the maximum value from each customer. Implemented successful
offline and online creative strategies and initiatives extracted or derived from “click-stream” web-based analytical
measurable reports. The ability to translate consumer behavior and actions into actionable measurable business objectives.
Using today's best of breed online tools: Coremetrics, Omniture, Webtrends, Clicktracks and raw Clickstream reports. I’ve
used my extensive multi-industry experience to recommend and develop executable online & offline integrated strategies to
drive traffic to web sites. Utilizing Print, Direct Mail, Direct Response TV, Radio, PPC, SEM, SEO, Media Buys, Email
Marketing, Pay-Per Call, Affiliate marketing and Call Centers to maximize ROI.
SEM EXPERIENCE
InterVisual Technology, Inc., Hollywood, FL
Search Marketing Director, June 2002 to Present
InterVisual Technology provides internet consulting, e-web development, web design, complete business systems integration
and many other business consulting solutions for B2B & B2C. Additionally InterVisual provides solutions that meet
business objectives through online and traditional advertising formats. IVTG provides online branding, lead generation
systems, usability studies, analytical reporting, recommendations and implementation of digital initiatives, configuration of
interactive marketing reporting tools. Search engine optimization strategies, linking strategies, pay-per click, landing pages,
set-up and management, paid inclusion set-up and management, email strategies and management: In Tier I & II search
engine platforms: Google, Yahoo, Bing, Ask, AOL.
Medical Supplies, Miami, FL
Search, Director of Development, Sept 2007 to June 2008
Online e-Commerce Medical Supplies online sales (Wheelchairs, Scooters, Portable Oxygen Devices) over 1000 items
accessible to online search consumers. SEO, Paid inclusion & Sponsored Ads – Tier I & Tier II - Shopping Feeds
Recommended redesign and creation of product relevancy & usability – redesign of online landing pages to generate sales,
sales calls via voice broadcast “lead generation” using paid search initiatives. Increasing product sales, membership and reorders (Live chat installations, Whoson, transactional emails, auto responders, record message scripts, web callback forms)
by 50%.
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Mentored, managed & supported all sales and customer service representatives by tracking all incoming sales, lead
call volume, form fill-out requests and site visitors live chat.
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Provided post-online reporting for newly sold product roll-outs and existing site products.
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Researched keyword density and created, enhanced and managed all keyword campaigns.
(Wordtracker) Google sandbox, Tools, & manual research. Raw log server files
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Provided performance reporting and analysis through the use of Clicktracks, Email Labs, iContact
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Maintained working relationships with search vendors, affiliate networks, adnetworks and partners.
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Transitioned agency managed SEM programs to be managed by in-house team.
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Hired, directed & built an Internet advertising team, platforms and applications.
StevcoGroup, Oakland Park, FL
Search, Director of Development, Aug 2005 to Aug 2007
Created an in-house online marketing department which supported all online web properties which included Mortgage,
Financial, Realty, Software & Education.
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Planned, designed, created, strategically executed & launched all online campaign initiatives specific to
company products
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Directed and supported programmers, web designers, graphic designers, product managers with all customer
acquisitions, deadlines and schedules
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Tracked all conversions from chat, pay per call, voice broadcast, direct mail, newsprint, display ads,
commercials and web call back forms.
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Rolled-out scheduling for new and existing product inclusion for all the in-house companies. Mortgage, Credit
Repair, custom internal CRM software, Title, Real Estate and Loan Processing
•
Managed set up ran industry analysis of keywords and click-stream, using Word-tracker, Keyword Discovery,
Clickstream Reports, and Raw Log server files.
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Performed reporting analysis of conversions and behavior. Then segmented and streamlined user profiles thus
enabling analysis of cost per acquisition, margin targets vs ROI measurements and revenue.
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Maintained working relationships with search vendors, email, affiliates, ad networks & partners.
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Directed, Built and managed a growing in house Internet advertising team of 23 people.
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Hired all online interactive media positions, developers, web designers and graphic artists.
Virtual High School, Hollywood, FL
Search, Director of Development, April 2003 to May2005
Virtual High School is a distance learning online High School committed to offering opportunities for a quality college
preparatory education that is accessible to students any time-any place online. Virtual High School of Excellence is a
nationally accredited private school, which is accredited by the National Private Schools Accreditation Alliance.
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Developed, created, implemented all online paid search campaigns initiatives for all specific
online high school diploma programs e.g. Full grade level 9-12, Adult HSEQV and individual
classes on various SEM Platforms e.g. Google, Yahoo, MSN, Tier I, Tier II and all Display Ads.
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Supported product managers with client reporting and program measurement.
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Managed implemented and set up all keyword campaigns through keyword analysis.
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Provided performance reporting and analysis.
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Maintained appropriate and responsive working relationships with large SEM reps (Diamond Account Reps), as
well as other search vendor’s teams assigned to the account.
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Researched search engine marketing functions, processes, trends and online marketing strategies within the search
engine landscape, i.e., Keyword Ad ranking, bid ranking, Day-Parting, Tracking, AB testing, Multi-Variant testing
and working with various departments within directional marketing verticals.
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Reconciled and tracked SEM contracts and billing monthly or as needed.
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Assisted in managing a growing Internet advertising team of 17 members.
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Assisted in the hiring of all qualified online candidates for all search and interactive media positions.
University Alliance - Bisk Education, Tampa, FL
Search, Director of Development, Feb 2003 to May2003
Bisk Education, Inc. is the nation’s largest exclusive e-learning provider “LMS”. Together with its educational partners;
Villanova University, Tulane University, University of South Florida, Regis University, Saint Leo University, Jacksonville
University, Florida Institute of Technology, The University of Scranton, Nova Southeastern University and Notre Dame,
Bisk makes available online an extensive array of the most in-demand degrees and certificate programs for working
professionals. Total enrollments in these programs exceed 150,000. I restructured and managed all Paid listings on all
bidding search engine platforms, oversaw and implemented all daily keyword management for eleven universities and all
online accounting legacy products on all search engine marketing platforms managing campaigns and budgets in excess of 7
million dollars.
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In addition to the PPC initiatives I combined new second tier search engines and Pop-ups CPV, Desktop Contextual
Advertising and Behavioral marketing efforts.
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In-house and third-party project management software and core reporting applications which defined methodologies,
services, needed man-hours and delegation of implementation to increase lead generation for the different
universities their respective degrees and certificates.
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Implemented and managed tracking and measurement tools for reporting and accounting purposes e.g. Atlas, Atlas
Search, Web Trends 7, Overture’s - Marketing Console tracking url’s, URL Tracking & Appending - Reporting
GGL - OV conversion codes, product source codes, form fill-out conversion rate for Goggle, Overture, FindWhat,
Enhance, Metrics Direct. Goggle - Agency Status Level Advertising Accounts, Overture - Diamond Accounts Overture Paid Inclusion.
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Responsible for analyzing campaign metrics, including ROI metrics, optimization of campaigns for all universities
and program specific components, including creative, ads and positioning.
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Implementation and management of SEM - ROI Tracking software URL appending creation and url redirect
platform and it’s development. launch processes and procedures to further enhance conversion service levels for
interested web search visitors.
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Managed search engine and SEM vendor relationships, interacting with search engine/vendor contact for Insertions
Orders, ad serving contracts, financial terms, service levels and additional design duties.
Contractors Exam School, Miami, FL
Director, Business Development, July 2002 to Dec 2002
Contractors Exam School is one of South Florida’s largest providers of Continuing Education for the Construction industry in
Florida. They have over 5 offices throughout the state of Florida and have trained over 100,000 contractors. CES has been in
business for over thirty years and has been providing the programs to help candidates pass county and state license exams.
Responsibilities include:
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Lead the advertising marketing efforts to support revenue and growth (Print, Radio, TV & Online)
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Implemented online initiatives for new growth media audience implementing strategies.
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Recommended and maximized revenue streams for existing and new products, including new customer
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Newly acquired and retention of customers, up-sells and reorders email marketing campaigns, recommend and
suggest new product specific web sites, affiliate relationships, advertising
and sponsorships, - PPC campaign program implementation and development.
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Development of search marketing strategies, goals, budget, and revenue objectives.
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Execution and Management of search campaigns, and meeting the companies ROI and
allocated product budgeted requirements.
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On-going campaign monitoring and making necessary bid adjustments, ad creation and landing
page modifications to improve performance based on metrics
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Success was based on client approval and review of product program performance (Revenue)
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Made recommendations for new keyword and new ad copy tests to owners.
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Maintained monthly reports and informed status, trends and new keyword conversions.
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Evaluated results and identified areas requiring optimization further modifications.
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Rolled- out new search marketing initiatives based on analysis of campaign results.
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Defined business processes for fulfilling company's search marketing solution.
The-eCorporation.com, Inc., Hollywood, FL
VP Director, Business Development, March 2000 to June 2002
An e-solution consulting provider for small to large businesses; e.g. Web Design, Hosting,
E-commerce, Traditional Marketing, Premium Search Engine Marketing solutions and Pay per click initiatives. Responsible
for Internet marketing projects that included email marketing, affiliate programs, advertising, viral marketing, contests, emetrics, opt-in email, pay-per-click, keyword positioning, SEM – Yahoo and installed base marketing. Develop
comprehensive and competitive keyword lists for search engine marketing campaigns for various SEO initiatives for small
and large businesses. Researched competitor web sites and verticals to implement and integrate offline advertising and
strategic initiatives which supported the development of client keyword lists. Developed and maintained a database of
millions of keywords which could be used for future search engine marketing campaigns. Utilize viral marketing programs
to increase traffic and sign-ups for Web site services and solutions. Manage quality of the team’s customer service and work
production.
Accumulate and update marketplace intelligence for new product marketing launches. Implemented and modified all
activities for achieving the CEO directives. I establish and maintained profitable effective relationships and open
communication with numerous partners and departments. I managed the creation and updated all internal production
tracking and workflow. Assessed and developed technical, tactical, strategic plans, systems definitions and feasibility
determinations. I was responsible for ensuring resources were effectively deployed to meet stakeholder’s requirements for all
new programs, enhancements, ongoing maintenance and support of existing programs and systems. Developed short and
long term product/service roadmaps based on the feedback from our strategic partners.
Ensure effective control of marketing results to ensure achievement of marketing objectives within designated budgets.
Develop Internet marketing and sales tools for the sales force to utilize in securing new business.
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Inside Sales – Out Side sales of web site development for businesses discuss implementation and initiatives
needed for integration of online marketing strategies, budgets, and objectives.
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Consulted prospective clients regarding implementation of business initiatives, ROI and budgets required to
accelerate business inquires and increase revenue.
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On-going campaign monitoring and making all necessary adjustments to improve campaign performance based
results and metrics
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Client meetings and presentations to acquire new and maintain existing clients.
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Review of initiated programs efforts and client campaign performance
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Weekly and Bi-weekly recommendations for new direct mail, direct response TV campaign launches
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Presented all monthly reports to inform the status and key developments.
World Wide Web Institute, Inc. Ft. Lauderdale, FL
Online Director of Marketing, October 1998 - February 2000
WWWI was the first global pioneer of B2B web site development and marketing solutions to small and large businesses. I
assisted in designing a marketing program that contributed to an increase in revenue from $2.5 million to $17.5 million in the
first 18 months and helped take the company public. I managed multiple online marketing programs simultaneously in four
countries (USA, CANADA, South America, Australia) resulting in six consecutive quarters of growth. These marketing
activities resulted in the acquisition of 16,000 web sites and 500,300 email users in only18 months. I recommended and
created up-grade programs targeting existing customers. The programs were so successful we created an upgrade department
in all four countries adding additional services and products. I routinely optimized all advertising campaigns by adjusting
creative, copy, web site content, opt-in email creative’s to reduce cost per acquisition by 47%. I developed, managed,
promoted relationship marketing initiatives with ISP’s to create affiliate programs that exceeded goals resulting in1,500
affiliates and 8,000 additional global web sites. We ensured market share and profitability of products by adding new
services. I assisted senior management to develop products and services that which met customer needs
and WWWI’s financial goals. In addition I reviewed product categories, identifying vendors, conducting product
evaluations, business case studies, architectural structuring, executing and negotiating agreements, developing and executed
marketing plans and programs, both short and long range, to ensure the growth and expansion of the company products
and/or services on a global scale in different offices. I scheduled and developed communication and rollout strategies;
program and market initiatives, for corporate, satellite and international offices. Our Fort Lauderdale office was responsible
for evaluating market response for all advertising programs, and product packaging, branding to ensure the timely adjustment
of marketing strategies and plans to meet the changing online market landscape
and competitive conditions.
The timely Implementation of changes in basic structure and organization of the marketing departments ensured the effective
fulfillment of objectives assigned to it. I was responsible for implementing marketing initiatives for international corporate
offices located in Australia, Brazil, and Canada. I developed and maintained a sound comprehensive view of company's
primary competitors. I prepared marketing reports for CEO and the Senior Staff, monthly, outlining the organizations
marketing efforts. The Fort Lauderdale office managed the Internet advertising campaigns, including banner ad campaigns,
web site sponsorships, e-newsletters, and stand-alone emails and shared. I developed Link exchanges campaigns with
relevant network of B2B global ISP web sites and obtained listings in major online directories and country specific search
engines. I was responsible for the production policies and procedures for the company’s US and foreign production offices in
four countries.
Lens Express, Inc., Ft. Lauderdale, FL
Director of Marketing, November 1992 - January 1996
America’s first contact lenses distributor; helped develop and create a successful diverse marketing plan,
still being used today by several companies. I managed Print and TV marketing budgets exceeding 13 million dollars. As a
result Lens Express achieved desired marketing objectives and goals, the company grew at a rate of 22-33% each year for
three consecutive years. I was responsible for implementation of additional revenue departments that reached out to global
markets to include online services (“CompuServe-Text Based E-commerce”, “America Online – Marketplace”, Prodigy,
GNN and our own ecommerce web site). This new frontier doubled prospects through the development of effective
integrated targeted online marketing campaigns. I managed one of the first online reverse direct marketing campaigns
integrating direct mail and television. I conceptualized, created and developed, launched and managed a corporate ecommerce website (www.lensexpress.com) which streamlined the sales process and globally expanded the company’s
marketing reach.
Therefore, reducing costs and improving prospects' product knowledge. I developed the company's overall Internet
marketing strategy. In addition I designed, created, and deployed trade-show booths that the company used as branding tool
to participate in trade-shows across the United States. My team utilized an arsenal of print magazine insertions, TV, email
broadcasting, e-newsletters, email incentives, and the emailing to our existing customer database of seven million. I planned,
implemented, and managed all advertising, public relations initiatives, activities including: branding, media planning, media
buying, copy-writing, customer membership, discount club, press release distribution, advertising, co-marketing, publicity,
trade-show, and television commercials with Lynda Carter. Launched corporate and consumer newsletter which allowed
customer feedback channels; and created ongoing dialogue between customers and prospects.
Marketing Design Concepts, Miami, FL
Marketing Executive, November 1991 – November 1992
Crescent Publishing, New York, NY
Art Director, November 1987 – November 1991
Hanover Direct, New York, NY
Art Director, January 1985 – October 1987
EDUCATION
School of Visual Arts, New York, New York
B.FA Marketing, 1987
TECHNICAL SKILLS: MAC and PC Operating System Environments, Photoshop, Quark, Illustrator, Dreamweaver,
FrontPage, Atlas DMT, Atlas Search, Web Trends 7 on Demand, Clicktracks, Wordtracker
REFERENCES AVAILABLE UPON REQUEST