Patrick Patterson

Educational Institution; 51-200 employees; Higher Education industry

November 2009 – July 2010 (9 months)

As a member of EDMC Online Higher Education marketing department, the Search Manager is responsible for leading and executing search engine strategy for all OHE brands. This position entails development & management of search marketing plans, keyword campaigns, SEO, search inclusion and interactive advertising programs; negotiating contracts, monitoring results and making necessary adjustments in order to generate high-quality, cost-effective student inquiries.

• Direct and coordinate multiple “cross-platform” projects while working within established deadlines.
• Develop and implement strategy for Internet advertising campaigns designed to increase web site visitors, generate quality student inquiries, and strengthen all EDMC online brands.
• Manage and administer EDMC brands’ online budgets.
• Ensure accuracy (BPC compliance) and quality of all electronic advertising and marketing creative.
• Develops a collaborative relationship with EDMC to assure online marketing initiatives are in sync with EDMC philosophies and procedures.
• Adhere to budget constraints and adjustments while continuing to increase inquiries and web site traffic through the respective EDMC brands’ online marketing campaigns.
• Remain current with and possess a thorough understanding of available online advertising, SEO and marketing vehicles as well as measurement tools.
• Analyzes current procedures and processes to assure optimal utilization of web-based and email marketing initiatives.
• Monitor/track results of online marketing vehicles purchased.

Public Company; 10,001+ employees; EDMC; Education Management industry

February 2009 – December 2009 (11 months)

• Analyze Web traffic using Omniture, Google Analytics, and other data collecting sources to support the analytic needs of the business
• Lead driving core insights from the data to suggest, create and execute multivariate or a/b/c tests that drive fundamental improvements to the site experience
• Develop and implement data strategy across multiple “listening posts” (websites, surveys, testing, CRM systems, market research etc) to provide a comprehensive view of students, faculty, and prospects across the online web experience
• Work with the Web Strategies team to identify gaps in the data capture strategy and implement enhancements Improve and document processes for gathering metrics and data analysis

Public Company; 10,001+ employees; EDMC; Education Management industry

August 2007 – February 2009 (1 year 7 months)

• Ownership for operational results of recruitment websites. Personally manage and drive daily performance of metrics against internal requirements as well as competitive positioning
• Web strategy development including ensuring the brand experience by combining the convenience of on-line education with the experience of a top traditional school and making it come to life through our recruitment websites to support a consistent web-based end to end student experience. Creates web environments to support the student recruitment goals and provide automation that supports growth and scale to the organization.
• Provide leadership on web solutions development for the OHE organization. Develop and manage scope, resources and project plans to deliver appropriate web solutions.
• Partner with OHE Marketing organization to implement marketing strategies.

December 2005 – August 2007 (1 year 9 months)

Recruit new students to meet new student plan. Develop and maintain positive relationships with students. Provide creative solutions to complicated admissions problems. Contribute to a positive results driven professional work environment.

Along with the duties of Assistant Director of Admissions, the Associate Director of Admissions, also serves as a job knowledge expert, trainer, and mentor for new hire and veteran ADAs.

August 2003 – December 2005 (2 years 5 months)

Creating and fully developing company network infrastructure and e-commerce website. Responsible for the content and publication of said website by coordinating, designing, and monitoring electronic publications for distribution over worldwide networks. Developing and implementing strategies to improve group marketing.