Search Engine Optimization in Panama
Curriculum Vitae

MONA SUTHERLAND

Panama City, Panama

Cell (507) 6400-4044

monamsutherland@yahoo.com

EMPLOYMENT HISTORY

-Zed, Panama City, Panama

  • Media Manager for Zed Latin America
  • October 2010 – Present
  • Build, implement, oversee and optimize Media Strategies for Zed Latin America.
    • Build and implement the most efficient Media Strategy for achieving given B2B2C Media objectives.
    • Drive media performance as a major contributor for the total profitability of B2B activity.
    • Guarantee efficient management of approved media budgets; whether generating maximum number of subscriptions at the minimum cost (CPS) or achieving other given objectives at the lowest cost.
    • Establish media procedures that guarantee the achievement of maximum cost efficiency in Media.
    • Setup the minimum budget and recruitment for the success of B2B2C Media actions.
    • Control the current budget of B2B2C Media actions.
    • Design the analysis (procedure, tools and parameters) of media performance for the benefit of the departments (i.e. Operations) involved in the global B2B project.
    • Establish optimal working processes and effectively collaborate with other departments/actions (i.e. Bulk) to optimize media results (i.e. Production of creatives).
    • Mediate between the project manager and the partner/operator (Media Department), demonstrating Zed’s expertise in media placement as playing a significant role in the success of B2B actions.
    • Evaluate media proposals regarding B2B2C actions by Zed countries and partners.
    • Thorough verification of steps/procedures involved in the subscription process and liaising with relevant departments (i.e. Technology) to ensure that media needs are successfully fulfilled.
    • Guarantying that local media planners or partners (i.e. Operator) deliver the best planning (i.e. programs, day parts) and negotiating to meet objectives: request to review plans until they reach our media expectations.
    • Daily analysis of media results, as well as drawing useful conclusions.
    • Continuously demonstrating the cost effectiveness of media to management team and board. Otherwise, explaining the conclusions and re-actions to be taken to improve the results.
    • Consultancy and assessment of potential B2B projects, involving media and market analysis of the country.
    • Analysis of the Market: track competitive market spend of B2B2C actions and analyze Zed’s spend performance vs. market norms on a monthly basis.
    • Didactic of media presence for B2B actions to local Zed.
    • Selection of local media agencies.
    • Local negotiations with media agencies and media owners.

-E-Magine, S.A., Panama City, Panama

  • Internet Marketing Project Manager (for 100+ web properties), Affiliate Manager
  • March 2009 – October 2010
  • As Internet Marketing Project Manager -
    • Create, implement & oversee all online marketing strategies for E-Magine’s online properties (100+), including search engine optimization, paid search marketing campaigns and social media optimization.
    • Manage teams of designers, programmers and writers located in offices in the Philippines, Panama and Austria to successfully realize these strategies.
  • As Affiliate Manager – Daily affiliate management, including:
    • Monitor affiliate activity, analyze performance, identify areas of improvement, and recommend ways to increase affiliate-generated revenues.
    • Recruit new affiliates, joint venture partners, and strategic partners.
    • Oversee the development and distribution of marketing and sales tools.
    • Establish channels of communication to ensure all affiliates and joint venture partners have access to marketing tools, and to develop custom marketing material as required.

-Generation Traffic Inc., Panama City, Panama

  • Webmistress, Internet Marketer (SEO & PPC), Writer / Editor
  • February 2008 – March 2009
  • Webmaster Magazine
    • Write articles
    • Edit magazine
    • Maintain website and online forum
  • 123Resourcing
    • Copy Writer
  • Island Gathering / Panama Summit Events
    • Event Coordinator

-University of Louisville, Panama City, Panama

  • Professor
  • January 2008 – May 2008
  • Prepare and lead Operations Management college-level course

-WSI Panama, Panama City, Panama

  • Search Marketing Specialist
  • August 2006 – July 2007
  • Manage Pay-Per-Click campaigns in Google, Yahoo and MSN search engines. (English, Spanish and Portuguese)
    • Help clients with meeting ROI expectations by performing ad copy testing and keyword analysis.
    • Analyze and assess the performance of campaigns and translate quantitative and qualitative data into recommendations and plans for revising the campaign strategy.
    • Implement successful bidding strategies and effective keyword management.
    • Continually monitor, revise, and optimize ad text as necessary.
    • Communicate regularly with clients on status, timeline, budget, deliverables, performance reporting, and competitive intelligence analysis.
    • Create, categorize and refine keyword lists to create a comprehensive campaign that drives qualified visitors to client sites.
    • Stay current on Pay-Per-Click industry and trends.
  • Manage Search Engine Optimization campaigns. (English, Spanish and Portuguese)
    • Manage organic optimization projects from strategy through implementation.
    • Analyze customer Web sites and provide technical and marketing focused strategies for search engine improvement.
    • Perform technical site analysis, competitive/keyword research, and link analysis.
    • Write articles to improve effectiveness of site content.
    • Create and deliver written recommendations for SEO performance improvements.
    • Manage day-to-day client relationships through face-to-face meetings, frequent conference calls, and presentations.
    • Stay current with Search Engine Optimization industry and trends
  • Manage clients’ Google Analytics accounts. (English and Spanish)
    • Perform detailed site analysis and provide performance reports and recommendations, including ROI analysis, detailed examination of marketing program statistics, and analysis of web traffic and navigation statistics.
    • Use analytics data to optimize poor performing client website components including content and site architecture.
    • Guide clients through the analytics implementation process.
    • Provide continuous client follow-up and ensure prompt and proper resolution of technical challenges.
    • Provide personalized training for individuals and groups and present public and custom training seminars.
    • Assist clients with understanding reports.
    • Document support issues and solutions to a shared knowledge base.
    • Stay current on analytics industry and trends.

- Children’s Institute Inc., South County Facility, Torrance, CA

  • Senior Research Assistant for Project Stable Home and Family Connections
  • February 2005 – June 2005
  • Manage research databases, perform data analyses, assist in the development of reports/presentations/articles, act as liaison between project staff and program evaluators, aid in monitoring client mental health, supervise and train interns.

-Department of Psychology, UCLA, Los Angeles, CA

  • Research assistant
  • February 2004 – April 2005
  • Analyzed child and adolescent therapy sessions, data entry

-Children’s Institute Inc., South County Facility, Torrance, CA

  • Research Fellow for Project Stable Home and Family Connections
  • July 2004 – February 2005
  • Data collection/entry/analysis, assisted in the development of reports/presentations/articles, conducted literature reviews, supervised and trained interns.

EDUCATION

University of Louisville

Masters of Business Administration, December 2007

Valedictorian

University of California, Los Angeles  (UCLA)

Bachelor of Arts in Psychology, June 2004

Summa Cum Laude

SEMINARS

Medios Sociales: La nueva herramienta de mercadeo (Social Media: The new marketing tool)
June 17, 2011
Panama City, Panama

SKILLS/INTERESTS

  • Internet Marketing: Maintain personal sites and blog in order to experiment and implement cutting edge SEO strategies.
  • Languages: Spanish – Speak, read, and write fluently; Portuguese – Advanced knowledge; Russian – Learning.
  • Studied abroad in Spain 3 different times, lived abroad in Argentina and currently in Panama.
  • HTML, WordPress, Joomla, phpBB, vBulletin, Adobe Dream Weaver, Microsoft Word, Excel, Power Point

REFERENCES

  • Available upon request.