AdAge 40 Under 40 - CEO at Growth Skills - Fractional CMO - Search Engine Land SEO Innovation Landy Award Winner - 2022 U.S Search Best Campaign Winner - 2nd Degree Black Belt - Bare Knuckle Karate Champion

I’m a performance driven Growth Marketing expert. I help brands acquire customers and increase their value over time. I have a deep speciality in SEO & Content Marketing. I made AdAge's 40 under 40 for innovating in these areas. I'm a self taught marketer so I can talk theory but also do hands on execution. 

Philosophy: There are only two relationships in Nature. Symbiotic and parasitic. Humans and corporations can chose to be either. I’ve chosen to grow and nurture symbiotic relationships with friends, family, coworkers and clients. I also help connect people who I know would thrive together. 

Kyokushin Karate: I’m a bare knuckle Kyokushin Karate champion. I equate bare knuckle Karate to growing a start up. You have to embrace the suck, be fearless and stare the problem in front of you right in the eyes and solve it. I’ve learned that martial arts has very little to do with kicking and punching but everything to do with life.

Specialties: Business and Team Growth, SEO Management, SEO, Search Engine Optimization, Search Engine Marketing, SEO Product Development, Social Media Marketing, PPC, Website Development, Video Editing, Video Production, Project Management, Partnerships, Negotiation, Sales, Content Marketing, Email Marketing, PR, Brand Building, Brand Positioning

Lavall Chichester

I'm speaking Digiday  Digiday Media Buying Summit Monday, March 2nd 2026.    My topic: Navigating the zero-click frontier towards an integrated search practice: 🎓 

In this session, we’ll unpack the shift to zero-click search environments and the emergence of Generative Engine Optimization (GEO). Discover what’s actually affecting sales and search performance, what to do about it, and how it might affect paid media.

I hope to meet you IRL there.

#aio #geo #aeo #seo #chatpt #cladue #perplexity #llms #searchengineoptimization #asnwerengineoptimization #ppc #googleads #digitalemdia

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🥋 I'm Lavall EVP of SEO & AI Optimization at BarkleyOKRP & MissionOne Media. 
I’m a second degree Black Belt, Bareknuckle Karate Champion and do Full Contact Growth Marketing for my clients.
💰 My posts will help you increase search rankings, brand awareness and revenue using Growth Marketing. 
🎓 My posts will help you Learn How to Learn to grow your career and business.

Liked this post? Want to see more?
🔔 Ring it on my Profile
🔝 Connect with me

AdAge 40 Under 40 - EVP, BarkleyOKRP & MissionOne Media - Search Engine Land SEO Innovation Landy Award Winner - 2nd Degree Black Belt - Bare Knuckle Karate Champion

ChatGPT has invested heavily in SEO & Content Marketing. 💸 
I did an analysis for Search Engine Land of ChatGPTs SEO & Content marketing efforts and potential ROI. I showed how Perplexity and Claude are also using SEO, but not doing it as well as they could. ☠️ 

The Summary: 🎓 
-ChatGPT built a brand and amazing product. They cash in on that with 45 million searches for “ChatGPT” for their brand name.
-They built SEO into their user generated content creating content that drive traffic and conversions at scale
-Perplexity and Claude mess up basic SEO. Basic SEO works and should never be overlooked.

Read my article at the link below and watch the video in this post.

I hope you copy what ChatGPT is doing and take it to the bank. I’m rooting for you. 🥋 

#contentmarketing #seo #chatpt #cladue #perplexity #searchengineoptimization 

——————————
🥋 I'm Lavall EVP of SEO & AI Optimization at BarkleyOKRP & MissionOne Media. 
I’m a second degree Black Belt, Bareknuckle Karate Champion and do Full Contact Growth Marketing for my clients.
💰 My posts will help you increase search rankings, brand awareness and revenue using Growth Marketing. 
🎓 My posts will help you Learn How to Learn to grow your career and business.

Liked this post? Want to see more?
🔔 Ring it on my Profile
🔝 Connect with me

Great day one. Don’t burn your house down with AI. 🥋

”What I say about AI is, it's very much like fire – it can be used to cook food or to burn your house down," Chichester said onstage during the session. Digiday

The Digiday Media Buying Summit kicked off today in Nashville, TN 🤠 Here's a recap of Day One ... 

➡️ In our 'The view from the top' session, Ralph Pardo of Omnicom Media joined Michael Burgi to discuss how the media unit is moving forward armed with Acxiom, as well dealing with fee pressures, AI acceleration, consolidation and evolving client expectations.

"The pace requires us to constantly evaluate. The service will change; the models will change. We’re going to have to stay quite nimble for the next 18 months," Pardo said onstage during the session. 

➡️ In our 'Navigating the zero-click frontier towards an integrated search practice' session, Lavall Chichester of BarkleyOKRP & MissionOne Media chatted with Sam Bradley about the shift to zero-click search environments and the emergence of Generative Engine Optimization (GEO), as well as what’s actually affecting sales and search performance, what to do about it, and how it might affect paid media.

"What I say about AI is, it's very much like fire – it can be used to cook food or to burn your house down," Chichester said onstage during the session. 

➡️ In our 'Have we reached peak retail media?' session, Jared Belsky of Acadia examined whether we’ve seen the retail media wave crest, and what might hold back further investment growth in this area – and how agentic and AI developments might alter strategies.

"There is friction, but here's why I'm not negative. This is the shape of [retail media] today. This is a better friction than the old friction," Belsky said onstage during the session. 

➡️ In our 'Transparency and independent strategy' session, Kaitlyn Mcinnis of CROSSMEDIA joined James Cooper to discuss how to use AI for media orchestration without surrendering the transparency that independent agencies are built upon.

"I think as marketers, we're overestimating AI as a feature and underestimating the trust factor with consumers," Mcinnis said onstage during the session.

I had the pleasure of speaking at Digiday Media Summit last week. The conference was amazing. I met some brilliant people. ❤️‍🔥 

My quote "AI, is like fire. It can be used to cook food, or burn your house down." Resonated with the audience because of how real it is. 🔥 

Three real examples of AI burning your brands house down: 🧑‍🚒 
- Media: You use AI to pump out creatives on social and AI granny shows up and creeps your customers out. You got off easy with 1st degree burns. But damage to your brand was done because people documented the sightings.
-GEO: You buy that shiny new GEO/AEO monitoring platform and you realize it's useless. Worse you chase synthetic prompts to rank for things on ChatGPT that still won't drive traffic and revenue to your site. AI gives you 2nd degree burns.
-SEO/Content: Use AI to write and pump out articles that work in the beginning but then tank your organic search performance and it takes a year at least to recover. AI gives you 3rd degree burns.

The most insightful thing I noticed at the conference was the AI fatigue. 
To a lot of the agency folks AI seemed to be this heavy blanket they were
carrying around in the middle of a desert. It get it. AI is every where and overwhleming.

However, now is the time to learn and embrace it beyond the simple prompting.
There are people vibe coding multi-million dollar SaaS products right now.
AI is a life changing gift and most of us are getting paid to learn it.

Shake it off. Get your reps in with the AI tools and do the work to level up.
In, a year you will be glad that you did. If you need help, reach out. I'm rooting for you. 👏 


#digidaymediasummit #business #careeradvice   #ai #seo #sem  
#contentmarketing #seo #chatpt #cladue #perplexity #searchengineoptimization 

——————————
🥋 I'm Lavall EVP of SEO & AI Optimization at BarkleyOKRP & MissionOne Media. 
I’m a second degree Black Belt, Bareknuckle Karate Champion and do Full Contact Growth Marketing for my clients.
💰 My posts will help you increase search rankings, brand awareness and revenue using Growth Marketing. 
🎓 My posts will help you Learn How to Learn to grow your career and business.

Liked this post? Want to see more?
🔔 Ring it on my Profile
🔝 Connect with me

Most people sleep on Bing for website traffic and revenue. I highly recommend you change that. Bing Web Masters Tools even gives you customer service. They fix issues and actually reply. Google and Google Search Console has a lot to learn from them. My client had a problem, I summited the ticket, it got a reply and a fix. Fixed in under two weeks. Bravo. 👏 

#bing #google #bingvsgoogle #contentmarketing #seo 

——————————
🥋 I'm Lavall EVP of SEO & AI Optimization at BarkleyOKRP & MissionOne Media. 
I’m a second degree Black Belt, Bareknuckle Karate Champion and do Full Contact Growth Marketing for my clients.
💰 My posts will help you increase search rankings, brand awareness and revenue using Growth Marketing. 
🎓 My posts will help you Learn How to Learn to grow your career and business.

Liked this post? Want to see more?
🔔 Ring it on my Profile
🔝 Connect with me

Google’s Universal Commerce Protocol changes the game for e-commerce brands. Nelson Sarco who leads SEO and AI Optimization delivery for us explains it. Read his article on Search Engine Land and learn what brands need to do to use it. #seo #geo #ecommerce #google

Digital Marketing Leader 🔹 Collaborative Problem-Solver 🔹 Effective Player-Coach 🔹 Technology Enthusiast 🔹 Motivated Self-Starter

Most commerce leaders are still thinking in terms of channels.
Search. Paid media. Marketplaces. Owned channels.

Google’s Universal Commerce Protocol forces a different question: What happens when the “channel” is an AI agent making decisions on behalf of your customer?

If that question makes you pause, it should.

In my latest Search Engine Land article, I unpack what this shift means for enterprise growth, commerce, SEO, and AI leaders. Link below.

#AICommerce #UCP #AgenticCommerce #DigitalStrategy #SEO

Kaiser Permanente

Effectively supported strategic marketing initiative development and execution by masterfully collaborating and effectively utilizing cross-departmental initiatives fueling success. Skilled in delivering high quality and customer satisfaction (acquiring and retaining), resolving business problems, improving efficiency, and enhancing the organization’s bottom line.

* Developed, implemented, and analyzed search-related advertising customer retention strategies; provided customer needs assessment and recommendations; developed segment-specific programs and content to reduce attrition and increase revenue.
* Created a Life Cycle management initiative resulting in statistically significant increases in cross-sell product adoption and reduced attrition, 6 points and 4 points, respectively. Implemented through email and outbound telemarketing.
* Responsible for content within Overture’s Resource Center. Increased unique visitors to the site by 90% in the first half of 2004 through enhancement of educational content and site redesign.
* Instituted monthly revenue-generating New and Existing Customer Workshops across the U.S.; attendees’ revenue growth of four points, and a reduction in attrition versus the control group.
* Developed the first-ever ongoing company Winback program, generating revenue of $3 million in 2003 and $9 million in 2004.

Marketing Project Manager | Marketing Consultant

Adconion Media Group

Define and implement internal and external product communications, enhance internal product training processes and best practices, write market research studies to gain insight about the competitive landscape, and develop collateral and other material that optimally positions the advantages of Adconion's products in the marketplace.

Product Marketing Manager

DRAFTFCB

Responsible for the planning and successful execution of Kaiser Permanente’s (HMO) integrated lead generation direct marketing programs for 2 business lines: Individual and Family and Small Business (utilizing search, online, direct mail, print).
• Led cross-functional teams (from both the agency and client side) in the successful implementation of Kaiser Permanente’s primary 2007 initiative - a self-service Marketing Web Portal with the objective of improving lead conversions.
• Researched and created competitive analyses; wrote out-of-scope Point-of-Views and business estimates/proposals.
• Provided superior client support to key managers in their day-to-day activities as well as providing strategic consultation.
• Led 2 direct reports.

Account Supervisor

The Kern Organization

Manager responsible for the strategy and efficient execution of the direct marketing programs for the agency’s largest high-tech client, a global enterprise software applications provider.
• Primary client and internal point of contact on over $2 million in direct marketing programs; response rates ranged from 1 to 17 percent.
• Reviewed and approved all aspects of integrated direct marketing campaigns including concepts, copy, layout, desktop publishing, printing proofs and media plans and recommendations.
• Wrote clear, concise creative briefs and statements of work that served as the launch documents for all projects.
• Directed the daily activities of agency staff, including project and production managers and creative, to ensure superior performance and service.
• Maintained day-to-day relationship with client managers ensuring on schedule delivery and budget for every program.

Overture / Yahoo

Developed, implemented and analyzed search related advertising customer retention strategies; provided customer needs assessment and recommendations; developed segment specific programs and content to reduce attrition and increase revenue.
• Created Life Cycle management initiative resulting in statistically significant increases in cross-sell product adoption and reduced attrition, 6 points and 4 points, respectively. Implemented through email and outbound telemarketing.
• Responsible for content within Overture’s Resource Center. Increased unique visitors to site by 90% in first half of 2004 through enhancement of educational content and site redesign.
• Instituted monthly revenue generating New and Existing Customer Workshops across the U.S.; attendees’ revenue growth of four points, as well as a reduction in attrition versus control group.  
• Developed first-ever on-going company Winback program, generating revenue of $3 million in 2003 and $9 million in 2004.

Sr. Marketing Manager, Retention & Development

Deutsch, Inc.

Managed and executed integrated marketing Demand Generation communication programs for J.D. Edwards, a B2B enterprise software company.  Supervised the execution of direct mail, email, Internet, and print advertising.
• Participated in revitalizing the J.D. Edwards brand by developing new product positioning; managed timelines and served as day-to-day liaison with client.
• Responsible for $6 million in marketing programs, which led to response rates over 4 percent.
• Consulted on new business: Client DirecTV.

Independent Consultant

DIRECTV

Directed planning, development, and execution of Business-to-Consumer proactive customer retention strategies using financial, transactional, demographic and behavioral metrics to lessen churn and increase customer satisfaction.
• Managed a budget of $20 million with three direct reports.
• Grew customers on recurring payment option by 50% over 12 months.
• Redesigned company’s “movers” program for customers with a 600% increase in responders.
• Directed multi-channel (internet, TV, Direct Mail) loyalty and retention programs with a 3.5% impact on churn (customer base of 6M).
• Managed multiple vendor relationships and established new strategic partnerships

Director, Customer Loyalty & Retention

FedEx

Managed planning, development, and execution of Business-to-Business integrated marketing communications strategies using demographic, behavioral and lifetime value metrics.
• Received prestigious FedEx 5 Star Award (top 1% of Marketing employees); sole 1999 recipient in marketing organization
• Created, developed and implemented database-marketing programs across the entire customer life cycle: activation, optimization, loyalty and retention.  Utilized multiple communication channels, such as direct mail, telemarketing, Internet and email; managed budget of $1 million.
• Analyzed, measured, and reported results (ROI, volume, and yield) of integrated marketing programs generating $43 million in incremental revenue that accomplished a 34:1 return on investment.
• Successfully led and justified Customer Care pilot program (FedEx OneCall) targeting the company’s “top customers” generating $13 million incremental revenue.

Sr. Segment Leader

Responsible for leading cross-functional teams in implementing International and Domestic new products and product enhancements. Provided project management and product positioning strategy. 
• Led team of more than 100 members in implementing technology application (utilizing Internet, fax, and overnight letter), which saved the company $2.3 million annually and delivered improved customer satisfaction.
• Launched international product generating $2.1 million in incremental revenue.
• Led select team in implementation and launch of test product; acquired and managed marketing funds.
• Analyzed market usage and operational studies resulting in a feature selection recommendation that was presented to and accepted by CEO.
• Analyzed target customer behavior, which resulted in product expansion recommendations to executive management.

Senior Marketing Analyst

United States Army

Led and motivated various Active Duty military aviation organizations.
• Led 21 aviation personnel during air combat operations in Iraq during Operation Desert Shield/Storm.
• Improved operational efficiency by analysis of expenditures that improved performance readiness.
• Managed coordination and promotion of international and domestic public relations exhibitions.
• Used operational modeling software packages to trend, forecast and schedule aircraft maintenance to improve asset utilization.
• Managed budget of approximately $2 million over 24 months; responsible for $100 million worth of aviation equipment.

Officer - Rank of Major

Hello - my name is John and as an experienced marketing professional, I excel at uniting diverse teams to execute successful initiatives, from website updates to Out of Home (OOH) creative campaigns. My unique ability to foster collaboration across departments and entire agencies drives efficiency, accountability, and impactful digital campaigns. With a proven track record in enhancing customer satisfaction and resolving business challenges, I consistently deliver high-quality results that boost organizational success.

🔹 Pioneered Kaiser Permanente's first-ever SEO practice, significantly improving KP's first-page Search Engine Results Page presence
🔹 Spearheaded website redesign projects resulting in substantial traffic growth and improved user experience.
🔹 Successfully led integrated marketing campaigns for major clients, achieving exceptional results and client satisfaction.

Areas of expertise:
🚀 Project Management
🤝 Cross-Functional Leadership
📊 Analytics and Optimization
💡 Strategic Partnerships
📣 Direct/Digital Marketing

Other Notable Highlights:

🔹 Led high-profile initiatives such as the 2024 Tournament of Roses engagement, earning accolades for outstanding creativity and execution.
🔹 Awarded the FedEx 5-Star Marketing Award 
🔹 Excelled in roles at prestigious firms like, DraftFCB, DIRECTV, and the US Army

Let's connect to explore how my hands-on tactical approach can elevate your next project.

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Lavall Chichester

John Gutierrez

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John Gutierrez

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