Charlene Iniguez

Current

Sr. Manager, Optimization at Perfect Market

Past

e-Marketing Manager at Webmetro
Sr. e-Marketing Analyst at Webmetro
Business Development, e-Marketing Consultant at Fuse Media, Inc

Online Marketing Manager at AllStarHealth.com
Marketing Manager at American Medical Aesthetics
Tech Support L2 Team Manager at eTelecare Global Solutions

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3 more...

Education

Ateneo de Manila University

Recommended

9 people have recommended Charlene

Connections

248 connections

Industry

Internet

Charlene Iniguez’s Summary

Charlene Iniguez currently manages a huge portfolio of clients that range from Fortune 500 to small and mid-size companies with her team at WebMetro. As the e-Marketing Manager, she is in charge of strategy, account audits and client relations. The account services her team provides, ranges from Paid Search, Search Engine Optimization, E-mail Marketing, Branding, Landing Page Optimization and Affiliate Marketing. She is personally committed to her clients success and metrics.

3 years of online marketing.
6 years of marketing.
3 years of call center / tech support experience
2 years of managing teams.

***Recently featured in Marketing Sherpa's Marketing Wisdom 2008. See my entry at #41

Charlene Iniguez’s Specialties:

Google Adwords Certified Specialist, Yahoo Search Marketing Ambassador, Google Website Optimizer

Charlene Iniguez’s Experience

Sr. Manager, Optimization

Perfect Market

(Internet industry)

September 2008 — Present (1 year 3 months)
e-Marketing Manager

Webmetro

(Privately Held; 11-50 employees; Internet industry)

March 2007 — September 2008 (1 year 7 months)

Leads cross-functional teams including PPC, SEO, Analytics, Web Design, Email, SSP and Shopping Portals.
Vertical Highlights:
Credit: increased customer acquisitions year over year by 20% through keyword expansion, landing page testing, conversion funnel optimization, creative testing, contextual ads & aggressive branding strategies.
Retail: Increased ROAS by 20% through site usability, keyword assist management, keyword positioning analysis, keyword funnel & search query analysis. Created an additional revenue source through an aggressive email campaign.
Wedding: Decreased Cost Per Lead by 40% and increased lead volume by 20% through geo-segmentation, keyword portfolio expansion and landing page a/b testing.
Education: Lowered Cost Per Lead by an average of 15% within 2 months through campaign optimization, multivariant testing and detailed phone call tracking. Increased organic traffic especially for general terms through site re-deployment & link building.
Sr. e-Marketing Analyst

Webmetro

(Privately Held; 11-50 employees; Internet industry)

March 2006 — February 2007 (1 year )

- Create, validate, question and execute the Digital Marketing Plans for a Paid Search Budget in excess of $3 Million / year with aggressive ROI or CPL goals.
- Day to day communication with client about past activities, results, current account status and future strategies to be implemented for continuous account improvement and growth.
- Implementing a comprehensive bid strategy for Top Tier search engines.
- Categorizing or re-categorizing keywords depending on account growth strategy for more efficient management.
- Using bid management tools as needed.
- Budget control.
- Running A/B tests for creatives.
- Day parting strategies as needed.
- Continuous keyword portfolio optimization, expansion and analysis.
- Landing page tests.
- Utilize tracking and analytics solutions available (Omniture, Google Analytics)
- Providing well-organized documentation of account history, strategies implemented and analysis
Business Development, e-Marketing Consultant

Fuse Media, Inc

(Marketing and Advertising industry)

July 2005 — January 2007 (1 year 7 months)

- Acquire clients for web and graphic design.
- Working with clients to asses their website development needs and develop a website that suits their budget.
- Search Engine Optimization consultant in keyword analysis, site re-creation, link building, directory and listings, meta tags, keyword density etc.
Online Marketing Manager

AllStarHealth.com

(Privately Held; 1-10 employees; Internet industry)

October 2005 — March 2006 (6 months)

- Increased site traffic, conversion rates and customer retention
- Pay Per Click Advertising (Adwords and Overture). PPC conversion rate increased from 6.36% for Aug 05 to 7.3% for Dec 05 and number of orders between Aug 05 and Jan 06 has doubled.
- E-mail Marketing calendar. Analyzing e-mail subscriber response for more targeted e-mail campaigns.
- Developing & optimizing marketing-specific landing pages.
- Researching & developing online promotions targeted at driving traffic to the company’s website.
- Pursue affiliate partnerships to generate more revenue for the site. The company’s affiliate program has grown from 0 to 60 members in 4 months without using affiliate networks and revenue increased by 50%
- Management of shopping portals performance. Weekly analysis of overall performance and product related performance for each comparison site.
- Manage organic rankings through site content optimization, link building and other related efforts.
Marketing Manager

American Medical Aesthetics

(Privately Held; 1-10 employees; Health, Wellness and Fitness industry)

November 2003 — August 2005 (1 year 10 months)

- Initiated, conceptualized, designed & implemented successful direct mail programs which had a 5% response rate from client base.
- Spearheaded & innovated the company’s most lucrative marketing program to date (Cosmetic Laser Soiree’s). Average ROI (using gross profit) per event of 7:1.
- Marketing activities include: print ads, client retention programs, PR events, press release, mass mailers & website development.
- Takes steps to maximize opportunities & coordinate efforts within the company for efficiencies in costs such as media buying, event planning, website development, media exposure etc.
- Designed the company’s media kit, business cards, CDs and other promotional materials.
- Ensure on-time and on-budget performance of the company’s business strategies.
- Company events (Christmas Party, Medical Aesthetician Educational Program, Location Openings etc.)
- Initiated & organized the complete computerization of the company’s patient database using ACT and QuickBooks.
Tech Support L2 Team Manager

eTelecare Global Solutions

(Public Company; 10,001 or more employees; Outsourcing/Offshoring industry)

November 2002 — July 2003 (9 months)

- Responsible for a group of 10 to 15 Level 2 Technical Support Representatives whose main function was to serve as a technical support group for the level 1 agents handling Dell computer hardware related calls.
- Weekly inter-personal, team and program performance analysis sessions to discuss their performance, goals and action plans.
- Designs and conducts team-building events, which foster camaraderie and friendship among team members and in relation to other employees in the different levels of the companies organization.
- Manages real time client service levels and is involved in creating reports and analyzing data to recommend more efficient changes to current structure.
- Spearheads, the analysis and breakdown current program practices in relation to the clients wants and needs to ensure the meeting and exceeding of client expectations at all times.

Charlene Iniguez’s Education

Ateneo de Manila University

BS , Management of Communications and Technology , 1996 — 2000

Activities and Societies:

International Business Association, Amnesty International, Swimming Varsity, Bowling Varsity, CTK Concert Promotions, Kythe Inc.

Additional Information

Charlene Iniguez’s Interests:

Surfing, Snowboarding, Soccer, Yoga, Martial Arts, Fast Cars, Books, Computers, Gadgets.

Charlene Iniguez’s Groups:

Pasadena Soccer Meetup Group, Reading To Kids Los Angeles, Taller San Jose GED Adult Ed Math Teacher / Volunteer

Online Marketing, Web Analytics, and E-commerce Group -- WebAnalysts.Info
Online Advertising Professionals
Ateneo de Manila University Alumni
Ladies Who Launch
Social Media Today
"Online Advertising" | MMORPG & MMO GAMES INDUSTRY
Searchnomics
PubCon
Perfect Market, Inc - past and current employees
Sales and Marketing Professionals Promoting HighTech and Technology in Los Angeles and its Vicinity
Social Media