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Arnold Haven Website
Arnold Haven Website
in Content Strategy, Design, Growth, SEO, Short Term Rentals
Toy Story Drop
Toy Story Drop
in Affiliate Marketing, ASO, Branding, Design, Mobile Gaming, SEO
Crowd Cow Holiday Ads
Crowd Cow Holiday Ads
in Ads, Filming, Video Editing, Video Prodcution, Writing
App Install Growth
App Install Growth
in ASO, Content Strategy, Development, Growth Marketing, Programmatic SEO, SEO, Way.com
BEANBOX Unboxing Video
BEANBOX Unboxing Video
in Video Editing, Video Production
What I Do
Data Driven Digital Marketer and Storyteller
An analytical imagination makes me a dynamic strategist and content creator; my marketing campaigns have yielded significant growth in lead gen funnels, new customer e-commerce sales and increasing new app installs. I’ve been lucky enough to have grown two separate a16z Marketplace 100 companies before they were marketplace 100 companies.
Marketing 90%
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Technical 85%
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Video 80%
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Data 75%
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Marketing Strategy
Marketing strategy is built on a foundation of market research. I've worked with many leaders and product owners that made assumptions and generalized consumer's desires which ultimately alienated large segments of consumers in both marketing messages and in product development. The data eventually showed this and we would pivot.
Content Strategy
If you're not considering audience in your marketing, you're wasting your time and money. If you want marketing creative to perform, you need to be thinking about what do you want the audience to think, to feel and to do when they experience your content. Do you even know who your audience is and what they like?
Personas
Personas should be built around qualitative and quantitative data, not just one or the other. Once defined, a marketer should pair the personas with other data. Personas with blinders on can cause generalization. There are threads of common interests that transcend generations, social groups, etc, and if you can identify those threads, that is your sweet spot for marketing comms.
Growth Marketing
If its a digital performance marketing channel, I've probably either lead the channel strategy at a start up or collaborated with others on the strategy. SEO, SEM, ASO, affiliate marketing, email marketing, social media, and video production to name a few.
Dynamic Data Content
Sometimes referred to as programmatic SEO, dynamic data content is the process of leveraging API data and SEO optimized landing page templates to scale content production. I've done this successfully at two companies. Google "gas prices in %state%" and see where Way.com ranks for an example.
STORYTELLING
It's not enough to know the rules; it's not even enough to know when to break the rules. The Hero's Journey, Freytag's Pyramid, and Aristotle's three-act structure are only guardrails. A storyteller is only as good as his or her imagination.
Video Production
I've written scripts, crafted casting calls, found actors, directed, ran the camera and edited videos as a freelancer and in house for two startups. I'm not an animator though.
Analytics
Most of my career has been spent in growth marketing fields, which means Google Analytics, keyword research tools, and A/B testing platforms like VWO have always been assets to my success.
CMS
I've scaled content with Wordpress, Adobe Experience Manager, and Contentful, all at different companies. Each platform has its own learning curve, but the concept and application of them in marketing hold similarities.
EXPERieNCE
I have over 12+ years experience growing companies
WAY

I lead organic search and affiliate growth strategy and manage a team of SEO strategists that helped grow Way into a two-time a16z Marketplace 100 company. My day to day includes testing, segmenting data, training my team, and collaborating with SEM, content, PR, product and engineering teams.

Achievements:
– I grew 150K organic users a month to 1.5 mil+ organic users a month.
– Increased organic app installs by 1000+ more per month
– Built a backlink strategy around content and PR that Improved domain authority from 54 to 69
– Increased organic insurance traffic by 7000% and organic leads by 2400%
– Increased organic parking traffic by 600% and revenue by 100%
– Increased organic car wash traffic by 900% and revenue by 400%
– Increased organic search/web refer app installs by 100%
– Increased affiliate revenue by 145%

CROWD COW

I led SEO growth and video production efforts that helped grow Crowd Cow into a16z Marketplace 100 company. My day to day ranged from building content strategies, segmenting data, filming content, editing videos, building landing pages and writing content.

Achievements:
I started with roughly 20K organic users a month and grew it to 110k+ a month
I improved Youtube traffic and subs by 100% YoY through how to video content
My creative variants decreased cost per view of Facebook ads by 30% through improving sharability and engagement of video creative
New customer sales from organic search was last of all marketing channels when I started and I turned it into the 2nd largest new customer acquisition funnel by the time I left accounting for thousands of new customers every month.

BIG FISH GAMES

I built SEO and ASO strategies. My day to day ranged from working on landing pages, growing the blog traffic, and crafting organic game launch strategies to drive organic app installs. Over the course of two plus years, my work drove millions of monthly organic site traffic, hundreds of thousands organic installs that led to millions of in-game app purchases through the website and app stores.

Achievements:
Improved organic traffic by 50% YoY
Improved app store visits by 100% YoY
Improved app installs by 35% YoY

CDK GLOBAL

Local SEO for automotive dealers using a combination of keyword targeted content, business and directory listing management, backlink profile auditing and social media content creation. SEO tools used within company include Majestic, Google Analytics, Google Search Console, Screaming Frog, Yext (business listings), Moz Local and more.

Successes – Managed and led SEO strategy for 22 accounts, showing increases in traffic and sales leads. Content creation team lead. Social Media blog writer – write about 50 or so blogs a month. Content tool manager. Improved content creation workflows and efficiencies. Cross team collaborator with marketing/communications team and content product teams. Proven to create engaging content and to increase organic consumer traffic and convert that traffic into leads for local dealership websites and CDK b2b projects.