Gonzo Schexnayder

Gonzo Schexnayder

Digital Strategy and Product Director

Chicago, Illinois (Greater Chicago Area)

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Gonzo Schexnayder's Overview

  • User Experience Manager / Web Producer at Cars.com
  • Consultant / Owner at Web by Gonzo
  • Managing Editor / Producer at BuzzFlash.com
  • Second City Conservatory

500+ connections

Gonzo Schexnayder's Summary

I lead digital product and content development and management, creating successful new strategies that are profitable and engage customers. I believe in kaizen and improvisation and I thrive on analytical and creative challenges, a focus on customer service and building great user experiences. I am a change agent, designing new efficiencies from existing products and workflows and introducing new products and practices in start-up, non-profit, and corporate environments.




Gonzo Schexnayder's Experience

Privately Held; 51-200 employees; Publishing industry

May 2008Present (6 years) Greater Chicago Area

National healthcare business news publisher, Chicago

• Lead digital strategy and product development to double-digit, YOY revenue growth.
• Lead responsive redesign, educating staff and advertisers on benefits of technology.
• Designed strategies and tactics that grew annual pageviews and uniques over 200%, to 10 MM and 3.3 MM, respectively.
• Led first usability study, used findings to re-imagine site architecture, navigation and content structure, simplify and expand advertising opportunities, and unify website designs. In 2012, ModernHealthcare.com won the ASHPE Gold Award, TABPI's Silver Tabbie for "Best b2b Website," and was a finalist for ASPBE's "B2B Web Site of the Year."
• Developed social media guidelines and successful strategies for Twitter, LinkedIn, and Facebook.
• Developed successful Digital Edition subscription with zero start-up costs, a highly profitable Amazon Kindle subscription product, and a mobile strategy that avoided expensive app development.
• Launched low-cost, white-label iOS and Android apps, extending our paid subscription strategy and providing single-sign on for digital subscribers.
• Built an online business directory that paid for itself in its first month.
• Developed webinar program with exceptional ROI, technical trainer for staff and clients, and represent Modern Healthcare as moderator on live presentations.
• Created first keyword-targeted advertising products, generating a 60% premium over traditional banner ad revenue and above-average click-thru rates for advertisers.
• Designed strategy and developed tools to improve the efficiency of digital ad serving.
• Launched first online video products, executive produced first video interviews, and organized advanced video editing and production training for editorial staff.
• Executive produced/edited first sponsored podcast.
• Developed first audience development marketing automation program.
• Trained editorial team on SEO and web content best practices.

Nonprofit; 1-10 employees; Nonprofit Organization Management industry

2006Present (8 years) Hollywood, IL

• Lead strategy to grow membership and participation in a century-old neighborhood association and the Hollywood House, a prairie-style building that was the first elementary school in the area and now serves as a meeting space for the local community.
• Manage website and outbound marketing strategies.
• Project managed redesign of logo, website, and newsletter.
• Organized three annual neighborhood summer picnics, featuring live bands, local restaurants, and kid-friendly events.
• Participate in and organize aspects of annual Pancake Breakfast, Neighborhood Flea Market and other local events.

User Experience Manager / Web Producer


Privately Held; 1001-5000 employees; Internet industry

January 2007May 2008 (1 year 5 months) Greater Chicago Area

Automotive information website, Chicago

• Product manager for consumer-facing products in the Buy and Research channels, including the Smart Target Price, Photo Compare, My Garage, NHTSA/IIHS safety data and Lead Conversion projects.
• Developed and promoted department-wide wiki to track intellectual property and led brainstorming sessions.
• Created and managed site analytics reports and analyzed results for actionable information.
• Assisted in usability tests, including guerrilla testing, focus group research, and interviews.
• Wrote business and functional requirements documents.

Consultant / Owner

Web by Gonzo

19992008 (9 years)

Independent website consultant and developer, Chicago and Los Angeles

• Developed site concepts, information architecture, search engine optimization and content strategies, e-mail marketing promotions, graphic design, and copy writing for small businesses.

Managing Editor / Producer


20012007 (6 years) Greater Chicago Area

Political news aggregation start-up, Chicago

• Redesigned and organized e-commerce efforts, integrating PayPal API for seamless, background credit card processing, resulting in 1000+% increase in revenue.
• Redeveloped website and content strategy, improving visitor sessions from 600k/month to 5 million/month.
• Project managed development of a proprietary database-driven e-commerce site, installation and integration of an open source content management tool (Drupal), site recoding for PHP/MySQL, and server migration from .Net to Linux.
• Managed part-time staffers, evaluated and hired freelance writers and secured third-party content.
• Wrote and designed original content, editorials and commentaries and edited site for style, grammar, tone, and voice.
• Recommended and implemented search engine optimization solutions, e-mail marketing systems, and content syndication strategies.
• Designed advertising banners and marketing graphics.

Site Editor


Public Company; 201-500 employees; Automotive industry

20012001 (less than a year)

National multi-brand online car buying service, Los Angeles

• Developed a low-cost, consumer research tool by organizing and aggregating internal resources, increasing overall site traffic by 30%.
• Conceived and developed an automated testimonial collection system, increasing positive customer comments by 450%.
• Evaluated and hired freelance writers and secured third-party content.



Privately Held; 201-500 employees; Publishing industry

19992000 (1 year) Greater Los Angeles Area

Automotive information website, Los Angeles

• Wrote two to four consumer-focused, AP-style news stories per day, a biweekly satire column, features, editorials, and reviews for print and online.
• Participated in and wrote commentary for auto test drives, including a Super Luxury comparison and Long-Term Test Drives.
• Developed a news clipping service for internal distribution, increasing employee competitiveness in the industry.

Co-Founder / Co-Producer / Writer / Actor

Broad Shoulders Productions

December 1995October 1999 (3 years 11 months) Chicago / Los Angeles

Theatrical production company, Chicago and Los Angeles

• Co-managed theater company, with an emphasis on facilities management and financial records maintenance.
• Co-produced/co-wrote ten live theatrical productions and twelve video shorts.
• Designed, developed and managed company web site.
• Coordinated publicity efforts, garnering multiple reviews in local papers.

Nonprofit; 201-500 employees; Real Estate industry

19941999 (5 years)

National trade association representing real estate professionals, Chicago

• Developed Lotus Approach relational database, reporting tools, and front-end user interface for 30,000+ membership records, increasing data integrity and customer satisfaction.
• Led web site development and data update system for online membership directory.
• Designed marketing materials supporting an 18-month, 400% membership growth.
• Managed the production and distribution of 800-page membership directory.
• Copywriter/designer for Designation Awareness Campaign.

Government Agency; 10,001+ employees; XXXX; Military industry

19861994 (8 years)

• Human Intelligence Collection Specialist/French (97E), 415th Military Intelligence Battalion.
• Distinguished Honor Graduate at Quartermaster School in Ft. Lee, VA.
• Awarded General Excellence Medal, National Defense Service Medal, and Army Component Achievement Medal.

Gonzo Schexnayder's Organizations

  • Mensa

    • 2001 to Present

    • 1995 to Present
  • Interactive Advertising Bureau

    Member, Performance Advertising Committee & Native Advertising Task Force
    • February 2009 to Present

    Previously a member of the IAB Search Committee.

Gonzo Schexnayder's Publications

  • 2000 Subaru Legacy Road Test

    • Edmunds.com
    • January 1, 1999

    A review I wrote of the 2000 Subaru Legacy. The story of the Racer X-wannabe is true and it still makes me laugh.

Gonzo Schexnayder's Certifications

  • CPR, First Aid, and AED Certified

    • Red Cross
    • November 2012 to November 2014

Gonzo Schexnayder's Education

Louisiana State University and Agricultural and Mechanical College

Bachelor of Arts in Journalism, Journalism-Advertising


Activities and Societies: Dean's List, Student Media, Phi Kappa Theta

Defense Language Institute



Monterey Peninsula College



Second City Conservatory



Gonzo Schexnayder's Honors and Awards

  • Top 10 - "B2B Web Site of the Year"

    American Society of Business Publication Editors
    • July 2013

    Awarded for ModernHealthcare.com

  • Silver Award for Best B2B Website

    Trade Association Business Publications International
    • July 2013

    Awarded for ModernHealthcare.com

  • Silver Award for Best Website

    American Society of Healthcare Publication Editors
    • May 2013

    Awarded for ModernHealthcare.com

  • Silver Award for Best B2B Website

    Trade Association Business Publications International
    • July 2012

    Awarded for ModernHealthcare.com

  • Finalist for Best B2B Website of the Year

    American Society of Business Publication Editors
    • July 2012

    Awarded for ModernHealthcare.com

  • Gold Award for Best Website

    American Society of Healthcare Publication Editors
    • May 2012

    Awarded for ModernHealthcare.com

Gonzo Schexnayder's Skills & Expertise

  1. Generating Revenue
  2. Growing Revenue
  3. Product Development
  4. Product Management
  5. Digital Strategy
  6. Product Strategy
  7. Social Media
  8. Website Development
  9. Content Strategy
  10. Web Analytics
  11. SEO
  12. User Experience
  13. HTML
  14. CSS
  15. Web Architecture
  16. Usability Testing
  17. Digital Media
  18. Social Media Marketing
  19. Online Marketing
  20. SEM
  21. Google Analytics
  22. Content Management
  23. Information Architecture
  24. E-commerce
  25. Mobile
  26. Blogging
  27. Lead Generation
  28. Web Content Management
  29. Marketing Automation
  30. Digital Audio
  31. Digital Video
  32. Voice Acting
  33. Innovation Development
  34. Email Marketing
  35. Advertising
  36. Content Development
  37. Web Content
  38. Analytics
  39. Web Design
  40. Strategy
  41. Editorial
  42. Magazines
  43. Marketing
  44. Start-ups
  45. Video
  46. Copywriting

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