Marketing and Communications Director,
2010 - Present
Contributed communications and Internet marketing strategy plus hands-on management of more than 2000 cycling products in four online shops. As part of the SEO efforts, wrote and edited content for products, landing pages, e-newsletter, and blogs, including Commute by Bike.
Represented Bike Shop Hub and Commute by Bike at Interbike (industry trade show), National Bike Summit (advocacy conference), and in media interviews.
Researched trends in stakeholder interests and behavior using Web and newsletter analytics, affiliate purchase data, AdWords, and banner clickthrough data (to name only a few).
Doubled the Web traffic and audience of Commute by Bike within a year of becoming the editor and principal writer (to more than 240,000 pageviews and 86,000 visitors per month).
Managed multiple accounts on social networking platforms, including Twitter, Facebook, Google+, YouTube, and Tumblr, creating original posts, and reposting relevant content from other users.
Wrote and published a monthly newsletter promoting cycling accessories, and bike advocacy.
Wrote content and commentary for multiple cycling blogs, including Commute by Bike, Utility Cycling, and Bike Trailer Blog. More than 500 articles and posts so far.
Proofread and copyedited submissions from guest bloggers prior to publication.
Recruited new content contributors with engaging voices and topics. These contributors were responsible for some of the most popular content in the site's history.
Lobbied Congress for Federal support for biking and walking programs and infrastructure.
Launched Bike Tech Shop, an online store for "cycling with circuitry." Selected product lines, created all initial product listings, landing pages, and taxonomy.
Developed and managed data feeds submitting optimized product information into comparison shopping engines (such as Google Shopping) and affiliate networks (such as ShareASale).
Filmed, edited, and published Internet videos for Bike Shop Hub and Commute by Bike.
Developed and managed a Kickstarter project for an innovative bike cargo trailer. Created all content, images, scripting and video for the project. Managed communication with backers and media.
Wrote hundreds of original product descriptions for cycling accessories sold online. Researched product specifications and features, and often prepared product images for publication.
Managed thousands of products in a user-friendly taxonomy within OS Commerce. Wrote engaging category descriptions for brands as well as "Shop by Category" pages.
Developed the Bike Shop Hub affiliate program which grew from scratch to more than 700 active affiliates earning commissions on sales.
Created banner ads for content display networks (e.g. Google). Collaborated with a graphic artist, or I created the banners myself.
Colloborated with software developer to create multiple new features for an e-commerce platform (a highly-modified version of OS Commerce. Improved front-end user experience, administration tools.
Grew the number of Bike Shop Hub Facebook likes by 900% within one year.
Started the @Commute_by_Bike Twitter account from scratch, and grew to more than 1800 organic users in less than two years.