Download Webmaster - Search WikiLeaks

R. Scott Gaston
1501 Quaker Ridge Drive
Austin, TX 78746
512-934-3777 / [email protected]
January 26, 2009
Human Resources Manager
700 Lavaca Street, Suite 900
Austin, TX 78701
Tel: +1 512.744.4300
RE: Webmaster
Dear Human Resources Manager:
As a highly-motivated strategic and tactical senior eCommerce marketing manager with the proven ability to define,
deliver, success measure and optimize the online experience and lead generation/conversion, the following is a brief list of
my qualifications as they relate to the Webmaster opportunity.
Your Requirement

Project management
experience.
My Qualifications



At Schwab, established business case and implemented strategic
initiative to retain Active Traders. Responsible for exempt staff and
vendors. Delivered over $20MM per year incremental revenue.
At Wells, online business manager for Home Equity web site including
the online application, public site and private site functionality.
Delivered over $33M per year in revenue.
Thoroughly familiar with effective, on-time and on-budget project
management and delivery in environments of changing priorities.

Expertise using Google Website
Optimizer and Google
Analytics.

Extensive use of Google Analytics and Omniture SiteCatalyst for web site
analysis, reporting and traffic/conversion optimization.

Understanding of website
design principles, especially as
they pertain to a publishing
business.

Successfully executed and implemented Active Trader, Home Equity and
B2B web sites leveraging extensive experience of effective design
principles, usability testing, creative agency management and on-going
success measurement and optimization.
At Wells, Increased page views 20% and improved conversion efficiency
to the online application 5%.
At Wells, developed the online application optimization enhancement
increasing client’s likelihood to board by 15%.



Comfort and familiarity with
Drupal or similar CMS systems




A visceral hatred for things that
are broken or not as good as
they should be and a consuming
desire to fix and improve


At Buildasign, designed and developed from scratch in-house CMS
system to optimize tracking, management and delivery of sign content
and designs.
At Wells, leveraged Documentum for updating content/links on Home
Equity web site.
Developed B2B/Investor website for reminder solutions software
business, BigDates.com.
At Wells, recognized need for a cohesive and strategic approach to
website development, content and the customer experience that
integrated all distribution channels and incorporated competitive
benchmark research; re-defined the customer experience, generated
more online applications and increased the conversion, or board, rate.
Increased page views 20% and improved conversion efficiency in the
online application by 5%.
At Schwab, defined market segment contribution to overall business and
championed that knowledge throughout company. Created first-ever web
site to consolidate Active Trader offering by leveraging a consensusdriven approach across Retail, Technology, Legal and Risk. Negotiated
top-level placement on web site, implemented site in eight weeks and
generated over 300 sales calls/per month with a 37% conversion rate.

An ability to translate
marketing gibberish for tech
people and techno babble for
business people





Experience in landing page
design and conversion testing




At Wells, as online business manager, implemented new web site, online
application, lead generation programs and promoted online/offline
integrated marketing approach, tracking and success measurement.
At Schwab, acted as key liaison between business owners and
eBrokerage technology teams on numerous project implementations.
Extensive experience with directing and implementing new capabilities
leveraging HTML/CSS in a .NET environment. Recent experience with
Agile Scrum Methodology for rapid implementation.
Wrote and managed delivery of Product Requirements Documents and
Functional Specifications for online and desktop functionality/products.
At Buildasign, established company first process on landing page design,
statistical success measurement and optimizing leading to a 5% increase
in conversions.
Implemented first online/offline integrated marketing campaign driving a
10x increase in jump page visits and generating $375M incremental
revenue per year.
At Schwab, led Active Trader online pricing/marketing strategy and
tactics and success measurement encompassing HTML/Rich media
email, banner ads, site messaging, jump pages, mini-sites and third-party
advertising. Implemented new public/private web sites enrolling 14M
“satisfied” new users in <6 months. Result: $1MM incremental revenue
per month and a 75% trade lift over original goal of 10%.
Extensive and intuitive knowledge of desktop software (including
Microsoft Office) and their integration with back-end and legacy
systems.

Familiarity with third-party
providers of relevant tools and
expertise and the ability to
manage them as part of larger
projects.

10+ years marketing, interfacing with vendors and creative agencies to
develop and deliver products including online and offline to generate
incremental revenue in addition to development and implementation of
new functionality.

An interest in geopolitics and
the publishing industry.

Developed and published online education modules, webinars and
content (including use of CMS) to Schwab and Wells Fargo web sites.
Domestic and international current events active reader and “political
impact analyst” since 6th grade.

I have attached a copy of my current resume for your review.
I would welcome the opportunity to meet with you and discuss the contributions I can make to your overall operational and
bottom-line success.
Thank you for you consideration. I look forward to speaking with you. Please call me on my cell 512-934-3777.
Sincerely,
R. Scott Gaston
512-934-3777
[email protected]
Enclosure