CHRISTINE YEE

Content Marketing. Writing. Social Media. SEO. Digital PR

SEO Director, FusionZONE Automotive

April 2016 to July 2016

• Monitored the latest trends in SEO and worked to integrate best practices recommended by top experts within the context of client car dealership sites

• Generated SEO strategies to meet the SERP grading requirements defined by Toyota's evaluation team.

• Worked with SEO analyst on research and analytic projects to pinpoint causes of organic traffic drops and recommend solutions for addressing them.

• Used Google Analytics and SEM Rush to identify relevant data for troubleshooting and making the best recommendations for addressing them

• Implemented strategies with minimal resources

• Collaborated with backend technology specialists on new development initiatives like specialized content subdomains and the on-page optimization of dynamic areas of the site. 

• Performed custom analysis and formal replies to refute poor optimization claims made by competitor SEO companies addressed to clients

• Introduced the use of simple (no-coding) schema markup to highlight key offerings made by dealer site pages. 

• Generated a safe and effective backlinking strategy ( including indexation steps )  consisting of high domain and page authority sites, a natural mix of do-follow and no-follow links, 

• Provided documented processes on specific content types to enable writers to efficiently create highly informative content based on compiled researched facts. This was intended to better educate users and align with the preferences of Google's Rank Brain algorithm for high quality answers to search queries. 

• Drafted regular documents and daily requested reports to update the team on progress as well as the rationale for using specific best practices, recommended by top SEO experts.

• Created SEO questionnaire given to clients to supply writers with details needed to create specific (non-generic) content about the dealership's offerings and how they differentiate themselves above similar service providers. 

• Identified high priority ranking factors to focus on within the scope of client SEO strategies. 

Independent Sites (August 2015 - present)

Developing content for three niche personal interest sites in beauty, home inspiration and self development

FINE TOUCH DERMATOLOGY/ DERM HAIR CLINIC SEO, Social Media and Digital PR Specialist

September 2011 to August 2015

• Mastered a working knowledge of the clinic's offerings, technology and differential advantage within their field. Leveraged this information while constantly researching new facts, news etc to generate educational and strategic content for niche social media communities pertinent to cosmetic procedures and the hair transplant industry (e.g. Real Self, Hair Transplant Network, international hair transplant sites throughout various countries

• Enabled clinic to achieve recognition for high quality contributions to Real Self, winning the Real Self Award in 2012 and 2013

• Generated social media content, publication calendars and spreadsheets to showcase original content from the clinic as well as curated content for outreach with influencers (including beauty bloggers, Meltwater journalists, etc.), scheduled content and interacted with users across general social media platforms. Maintained and developed accounts on Facebook, Twitter, Google Plus, Pinterest, Instagram.

• Managed web developer and occasional writers to fulfill objectives across various projects assigned by company owner.

• Increased overall visits to the FTD site by 413.71%, unique visits by 461.70% and page views by 202.59% within a seventeen month period following start date in September 2011

• Increased overall visits to Derm Hair Clinic by 25.53%, unique visits by 29.14% and page views by 19.67% (comparing current 5 month period to last year)

• Developed cost effective Facebook strategy to build audience (of potential patients) from 1600 fans to 42,924 fans between May 2013 to Octover 2013

• Develop PR outreach correspondence through Meltwater software that clearly communicates newsworthy innovations developed by Derm Hair Clinic’s to leading journalists of mainstream magazines, newspapers, television and radio stations

• Optimized content, including text, images and video with keywords (e.g. primary, LSI's, long tail) and information rich meta content (e.g. alt text, image title attribute)

• Optimized internal link structure (on site initiative) to create a relevant hierarchy of topic categories

PINAGENCY Social Media Management of AMI Clubwear

March 2012-June2012

AMI Clubwear

• Developed visually compelling Facebook presence which increased Facebook engagement from about 5,000 people talking about the page to over 18,000 people in a month’s time with a consistent level of performance. This enhanced the reach of the social sponsored story ads, which allowed the page to grow from 301K in March to 326.5K at the end of May

• Improved Facebook engagement from about 5,000 people talking about the page to over 18,000 people in a month’s time with a consistent level of performance. This enhanced the reach of the social sponsored story ads, which allowed the page to grow from 301K in March to 326.5K at the end of May

• Curated Pinterest material for Facebook placement which resulted in six occasions that received viral status (according to the brand’s PPC team) averaging between 2k-5k likes within the same day that they were posted

• Managed 3 week Pinterest contest that enabled the brand to procure over 300 user generated pins featuring AMI products

• Managed of AMI’s Pinterest account led to grow overall followers from 200-600 where each individual board has over 1000 followers. Total followers on individual boards grew from about 4800 to over 24,000 fans

• Doubled the rate of organic engagement on AMI’s Twitter account from about 15 to 30+ weekly responses from fans within a two week period, encouraging followers to create and share instagrams of their purchases (receive about 5-7 per month). Developed a contest to enhance further creation and sharing of these images.

• Utilized Twitter and general outreach to develop relations with bloggers to create about 2-3 unique pieces of content related to AMI per month.

• Managed a small offshore team of 2-3 individuals to help provide support for AMI’s social media accounts

• Provide a rate of about 15 posts per week for the company’s Twitter and Facebook accounts.

Independent

• Urgent Content: (client project) Alliance for Family Entertainment, Adobe (Subscription Diaries)

• Nicole Niche Public Relations

• Neoganda: projects- Fox Home Entertainment (e.g. Gulliver Travels Digital Facebook game), iMedia Connection competition,. Fair Game motion picture site.

• (music band, under management department)

• Lottogopher (lottery community site)

• LauraWil Intercultural

• Revere Jewels

• MATRIXX Digital Advertising: (client project- SuperValu)

Misc: Wrote viral article for Social Media Today (2010) which made the editor’s choice list and received 7000+ views & 60+ tweets in one month. Invited by the West Hollywood Chamber of Commerce event to speak as a guest on social media and professional networking, leveraging tools such as LinkedIn.

Start Ups and Entrepreneurs: Provide strategic and basic social media guidance for small businesses, start ups and entrepreneurs to create and maintain campaigns. Help clients save time and focus on their core business needs by providing itemized, prescheduled content posts for their social distribution channels, leading to an average engagement increase of 40-60%. Currently developing an online course to educate individuals on how to integrate applied behavioral theories within the scope of their social media initiatives and overall marketing efforts.

FABRIC INTERACTIVE April 2009 to January 2010

Social Media Manager

• Developed Fabric’s social media department from ground up to include five dynamic social media campaigns from inception to completion through solid project & client management practices, ensuring timely delivery of milestones and deadlines.

• Developed brand strategy, identity and organic traffic growth for Dogasaur.com, an interactive campaign for IKEA and three campaigns for local physicians in the beauty industry

• Achieved an increase in unique visits of 1404.04% within a three month time frame (Dogasaur), while growing the membership base from 200- 3,000 in a period of 6 months

• Quantitatively increased overall interest in clients’ online ads, as reflected through an increase in CTR from 0.71% to 2.0% within the cosmetic procedures vertical.

• Managed client relationships through meetings, Basecamp correspondence and monthly progress reports

• Worked closely with the design and development team to ensure that interactive projects aligned with social objectives.

• Coordinated partner marketing for shared content resource opportunities that would expand the audience network to benefit both brands.

• Designed a charity campaign concept for canine welfare that was promoted by Gorilla Nation for sponsorship from companies like Walmart, Iams and Target

• Organized, developed and managed Fabric’s 6 member internship team for Easy to Assemble, IKEA’s branded entertainment campaign, and established performance goals to support the webisode’s plan for cultivating organic engagement through blog posts and social sharing sites (e.g. Stumble Upon, Digg, Reddit, Propeller, Yahoo Buzz etc.).

• Managed online community which consisted of about 3,000 members with the objective of increasing page views. Implemented monthly contests, newsletters highlighting existing members on the site, and assigned interns to provide structured, yet personalized and measurable engagement with influential members.

• Formulated structure and feedback questions for user feedback surveys on content topics

• Revitalized existing content on client sites to meet SEO standards & continuously optimized PPC campaigns through keyword phrase research.

• Leveraged the existing blog feature on the site as a cost effective tool to increase overall page views by about 20% on top of the existing PPC and SEO initiatives,

• Coordinated marketing relations with bloggers and leading niche influencers (e.g. Animal Planet & Halo Foods) and acquired new opportunities for revenue through ad placements, enhancing overall brand status and recognition.

• Negotiated media opportunity for clients (medical cosmetic procedure specialists) to appear on a local Iranian television network for the purpose of targeting new patients whose beauty needs directly match the offerings provided by these medical specialists.

PRINGO INC. (enterprise level social network platform development) 2007-2009

Operations and Project Coordinator, Internal Research and Writing Support

• Collaborated with COO on a change management initiative to formalize new project development processes (i.e. kick off/discovery phase, requirements gathering, design, HTML markup, custom coding, QA and customer service)

• Worked closely with high level management team and senior project managers to document project scope, development progress and client needs.

• Managed client service help system

• Ensured the actualization of finished deliverables by design and development team members.

• Communicated regularly with clients to address their technical development requests

• Worked to level set overall client expectations to match the time resources of the development department.

• Started and completed project initiative to formalize the technical requirements gathering process along with client management needs (e.g. process for implementing change request documents)

• Provided technical writing support to documents platform features, code elements and educational material to enable client self sufficiency with the backend panel.

• Wrote corporate white paper on social networking as an extension of academic research

• Managed development of a green innovation and medical information demo site, ensuring client satisfaction and timely adherence to deadlines

• Coordinated research and messaging between the product and sales/business development department, enabling them to present highly customized solutions for the needs of individual prospective clients

• Worked with business development department on lead generation projects

FISH 2000 (2004-2006)

Owner of business following father’s passing

• Worked with website developer to create a website for the business and extend brand identity online

• Managed Adwords campaign to target specific needs of aquarium enthusiasts

• Wrote content for newsletters to update customers about upcoming sales & provide advice to solve and address specific issues in the upkeep of their aquatic ecosystems

• Managed and developed email lists of existing and new customers.

UCLA Bachelor of Science, Psychobiology 2000 Student Alumni Association, internship at ADD Marketing and Stephanie Simon Management, UCLA academic fundraising ($100,000+)