Work With High Performing Talent On Demand
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Work With High Performing Talent On Demand
Work With Talent
Demand Generation Specialist
Rob Salerno
Worked for Cigna and The Hartford.
Rob Salerno is a digital marketing executive with over ten years' omnichannel (SEO, PPC, display, mobile, social, etc.) strategy and management experience with D2C demand generation and marketing automation expertise. He has onboarded the Adobe Marketing Cloud, conversion rate optimization, growth hacking, marketing automation, CRM, lead demand generation, and SEO practices while building digital KPI dashboards and products (web, chat, phone, direct mail) conversion, for the likes of Aetna Medicare, Comcast, Cigna IFP, Christie's, and Sonova. At The Hartford, he has reached #1 SEO organic rank for highly competitive keywords such as workers' compensation insurance, general liability insurance, and small business insurance.
Rob is Available for Projects
Work with RobEmployment Highlights
Director, Digital Marketing
The Hartford
February 2017 - Present (7 years 3 months)
Digital Marketing Consultant
Aetna
July 2016 - December 2016 (6 months)
Director, Digital Marketing
Sonova
April 2014 - November 2015 (1 year 8 months)
Director, Digital Marketing
Cigna
July 2012 - April 2014 (1 year 10 months)
Education Highlights
BM, Music Business Management
Berklee College of Music
May 2001 - December 2002 (1 year 8 months)
MBA, Corp Strategy
University of Pittsburgh
July 1999 - April 2001 (1 year 10 months)
MSc, Management of Information System (MS-MIS)
University of Pittsbrugh
July 1999 - April 2001 (1 year 10 months)
BA, History
University of Pittsburgh
August 1988 - June 1992 (3 years 11 months)
Portfolio
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Resume
Director, Digital Marketing
The Hartford
February 2017 - Present (7 years 3 months)
- Managed the 2017-2019 SEO strategy and marketing automation for TheHartford.com for both small commercial and personal lines, including keyword research, quotes/organic leads, and mobile (AMP) for driving 67% YoY growth for entrances and 40% YoY growth for Quote Starts.
- Oversaw the Salesforce marketing cloud messaging and top of the funnel prospecting strategy including Salesforce and Einstein user journey, email drip, and retargeting programs.
- Reached #1 SEO organic rank for highly competitive keywords such as workers' compensation insurance, general liability insurance, and small business insurance.
Digital Marketing Consultant
Aetna
July 2016 - December 2016 (6 months)
- Led the launch of AetnaMedicare.com's RSVP tool designed for driving medicare prospect lead generation to medicare seminar events across the country. Over 10MM RSVP direct mail prospects were targeted and converted 10% omnichannel and marketing automation leads into enrollments.
- Managed the message by market digital strategy for over 500 US counties across Aetna's premium plan product mix; implemented Google zip code targeting at the county level and led A/B testing strategies across the conversion funnel.
Director, Digital Marketing
Sonova
April 2014 - November 2015 (1 year 8 months)
- Produced $15MM of lead demand generation business across all Sonova North America brands from a $3MM budget by optimizing the paid media conversion funnels which resulted in an average of 7,000 leads per month, lead to appointment rate of 12%, close rate of 45%, lead to sale rate of 5% (average of 350 sales per month with an ASP of $4,400 per sale).
- Led Sonova North America’s lead scoring, lead routing and marketing automation strategy using Pardot (HearingPlanet) and Adobe Campaign (Phonak/Lyric) to improve click/lead conversion rates to 7% (average of 100,000 clicks per 7,000 leads per month) including reinquiry and email lead nurturing.
- Managed four direct reports by function (email, digital marketing, graphic design, and business intelligence) and built Sonova’s KPI digital standard measurement capabilities which provided a holistic view of conversion by channel.
- Improved PPC ad copy click-thru rates 1% from 5.5% to 6.5% using PPC A/B copy testing and lead capture conversion from 6% to 7% through landing page optimization techniques.
- Launched Sonova’s first digital multi-cultural PPC project for HearingPlanet.com entry into the US Spanish market.
- Led the email nurturing and drip campaigns through MS Dynamics CRM (JitterBit) using Salesforce Pardot and later Adobe Campaign; lifted open rates by 10% for autoresponders (50% open rate), CTR by 3% (up to 27%) and 2% calls (133 calls) on a 95% delivery rate (6650 averaged delivered per month); for lead nurturing, lifted open rates by 10% (30% open rate on 60,000 delivered) and 5% CTR that resulted in 150 added calls per month and $33,000 per month incremental from email.
- Led the SEO content and measurement digital KPI dashboard using BrightEdge and lifted the conversion rate of lead generation from organic traffic by 1% (over 1MM unique visitors); sourced and wrote the agency RFIs and RFPs for the new HearingPlanet.com (launched July 2016).
- Managed Sonova North America’s social media lead generation campaigns using Twitter, Facebook, and YouTube; drove leads from pre-roll video targeted by zip code and improved HP Facebook likes from 1,000 to over 5,000.
Director, Digital Marketing
Cigna
July 2012 - April 2014 (1 year 10 months)
- Turned a $10MM dollar PPC budget into an IFP prospects direct-to-consumer insurance quotes and application campaign which resulted in a 10% lift through A/B ad copy testing, negative keywords, call extensions and optimization on Cigna.com; improved CTRs by 1% to 7%, reduced CPCs by $2 for non-brand keywords.
- Led the RFP and on-boarding of Cigna’s multi-variate testing and optimization campaigns, including WebTrends Optimize and BrightEdge which drove 5% lift (clicks/lead conversion rate).
- Increased online membership by 5% in 2012 through segmentation strategies in SEO, PPC, and email marketing automation and nurturing using Unica (now called IBM email optimization).
Director, Digital Marketing
Comcast
July 2009 - January 2012 (2 years 7 months)
- Managed $25MM PPC budget for xfinity.com and xfinitytv.com that resulted in a 8% (20,000 per month) click/lead conversion rate on 250,000 clicks per month through keyword research, bid management, and landing page optimization.
- Used BrightEdge to lift search conversions by 10% through content marketing strategies, video optimization, and RSS.
- Led the onboarding of Adobe Target, Omniture Consulting, and testing strategy for xfinity.com and xfinitytv.com as well as the XfinityTV mobile app; managed a cross-functional team of 20 people.
- Managed the testing optimization roadmap, which delivered the testing protocol (A/B, multi-variate, split) test projections, forecasts and increased conversion rate of Xfinity subscribers by 3%, engagement by 1.50 and media lift by 5%.
- Leveraged financial analysis, traffic projections, executive reporting to optimize SEO and SEM strategy including tags, API Feeds, mobile deep-links, and keywords) to deliver 7% lift in UVs YoY.
Senior Manager, SEO & Web Analytics
Christie's Auction House
October 2007 - January 2009 (1 year 4 months)
- Brought Omniture Site Catalyst and managed the migration from IBM core metrics for Christies.com and led the initial tagging effort.
- Developed the KPI web analytics dashboard for Christies.com and SEO organic search strategy.
- Optimized both on-page and off-page organic SEO results for Christies.com.
Education
BM, Music Business Management
Berklee College of Music
May 2001 - December 2002 (1 year 8 months)
MBA, Corp Strategy
University of Pittsburgh
July 1999 - April 2001 (1 year 10 months)
MSc, Management of Information System (MS-MIS)
University of Pittsbrugh
July 1999 - April 2001 (1 year 10 months)
BA, History
University of Pittsburgh
August 1988 - June 1992 (3 years 11 months)