Tom McCormack

Graduate Assistant

I help people find clarity, purpose, and direction in their lives. 

Do you feel like you're on a brink of a breakthrough? 

It’s time to go on a journey of self-discovery and transformation.  

Don't worry about where it will ultimately lead; the path will illuminate itself with each new step. The key is to start walking and to continue when the inevitable challenges arise. This is where I can help. 

I am a transformation, mindset and career coach, and I take a holistic/integrative approach to the work I do. I have been on a personal and professional journey myself over the past decade, and my purpose is to help others catalyze change in their lives and careers. 

I can help you become a more balanced, fulfilled, and effective professional, partner, and parent. 

This involves a range of techniques and must be tailored to the individual and circumstances. 

If you'd like to learn more, you can follow me here on LinkedIn, subscribe to my email newsletter, or send me a direct message.

Career Coach

I help job seekers with all aspects of the job search, including: 

‣ Establishing a vision and outlining a path to make it a reality
‣ Facilitating group workshops
‣ Developing relationships with tech experts
‣ Learning about tech trends and best practices
‣ Curating and sharing resources for practice and further learning
‣ Introducing concepts related to tech ethics
‣ Sourcing job leads
‣ Conducting mock interviews and providing feedback
‣ Consulting on negotiation of salary and other compensation
‣ Reviewing portfolios, LinkedIn profiles, and cover letters
‣ Advising on resume optimization for applicant tracking systems
‣ Establishing personalized networking strategies
‣ Inspiring ideas for content creation 
‣ Sharing methods for building community and participating in professional discourse
‣ Providing motivation and perspective to shift mindset

Algolia

-Oversee conversion optimization across the site – landing pages, main site, blogs, etc, to deliver on quarterly traffic and conversion targets through streamlined user journeys, on-page improvements, improved personalization, and other strategies.

-Lead testing and iteration: Ideate, develop and test ideas with A/B testing and personalization suite, and collaborate with Design and Marketing Operations teams to implement advanced testing. 

-Persona Management & Voice Consistency: Work with content and brand teams to maintain a consistent brand voice and messaging across the entire Algolia digital presence, ensuring alignment with key personas and target audiences.

-SEO: Develop and execute a comprehensive SEO strategy to drive traffic, engagement, and conversions.

Website Optimization Manager

Signifyd

Website strategy and growth, CRO and SEO for signifyd.com

• Define and lead execution of website strategy & growth roadmap
• Implement data driven website optimizations (CRO and A/B testing)
• SEO strategy ownership including on page, technical and content optimizations
• Lead and execute quarterly OKRs for company cross-functional stretch goals

➡️ Led the build of an optimized pricing page for Signifyd.com that drove web lead conversions at a rate 4.5X that of all other lead capture pages on the site
➡️ Optimized Signifyd Shopify App Store listing in Q4 2023, leading to 60%+ growth in app installs
➡️ Led 20% growth in organic traffic to Signifyd.com 2024 YTD

Senior Website Marketing Manager

Blast Analytics

-Consult on and execute web optimization strategies to improve conversion rates, AOV, LTV, etc and user experience for D2C and government clients like as ULTA, Soccer.com, Kia, Healthcare.gov, Medicare.gov, Wingstop, Abercrombie and more

-End-to-end ownership of client A/B testing programs including data-driven ideation, strategy, execution, analysis and reporting

-Collaborate with paid media, SEO, email and content teams to optimize conversion rates and user experiences across platforms and throughout the customer journey

-Leading client adoption of advanced CDP use cases and cross-platform personalization

-Leading client adoption of continuous product design through Voice of Customer and User Journey analyses

Senior Conversion Optimization Strategist

-Launched and grew in-house experimentation programs for clients via consulting on website experience, A/B testing, paid marketing and analytics

-Conducted full funnel heuristic analyses and user-experience audits 

-Improved user journeys and digital selling efforts through on-site optimization, personalization and off-site channels like email and paid media

-Managed product and testing roadmaps 

-Planned, Launched & Scaled digital growth campaigns

-Consulted on and implemented workflow automation strategies

-Built and customized websites and landing pages, using website builders, HTML, CSS and plugins

-Data analysis and reporting to inform optimization opportunities 

-Grew and led teams of 5+ across multiple clients at once

Digital Marketing & Website Optimization Manager

Conversion Fanatics

D2C E-commerce CRO analyses, audits and optimization roadmaps

A/B testing ideation and reporting

Website analytics to identify conversion optimization opportunities

CRO Analyst

Student Loan Hero

-Helped to grow and optimize revenue leading up to the company's $60M acquisition in July 2018

-Analyzed data and generated actionable insights to inform testing/personalization efforts

-Evaluated customer journeys, heuristics and KPI's across the website to improve customer experience and drive revenue  

-Website Optimization: Provided data driven recommendations for website optimizations, set up test design, and execute tests according to plan. Analyze results on ongoing basis to determine best action plan for continuous iteration

-Create and automate dashboards for key stakeholders based on team-defined KPIs

-Assist key stakeholders in discovering their own insights from the data across key digital analytics tools.  Provide quick answers to ad hoc requests and guidance for more complex business and data questions.

-Collaborate with development team to highlight requirements for tool/technology implementation (placing tags on the site, data capture requirements, etc.)

Sr. Digital Optimization Analyst

Barkley

Top Accomplishments:
-Instituted comprehensive scoring model for illustrating performance at a high level in monthly reports
-Conceptualized and designed new Executive Summary offering 
-Clients I have worked with include: Cargill Turkey, Children's Health, Anheuser-Bush, Miller's Alehouse, TAKE5, Spirit Airlines, Eurostar, Meritage Homes, White River Marine Group and more. 

Responsibilities:
-Consult with clients to understand measurement needs, and guide them on how to best look at and use their data
-Create performance maps and measurement plans, associating goals with measurement requirements and identifying KPIs and other important metrics. 
-Build dashboards, reports and scorecards using Bime and Tableau that address client questions and needs with appropriate and easily-digested visualizations
-Assisted marketing and product teams with optimizing ad campaigns, website experience and SEO efforts
-Conduct monthly, quarterly and year-end analyses, identify key insights, and provide data-driven recommendations 
-Present analysis findings and scorecards/reports to clients at regular intervals
-Provide clients with website tracking and tagging set-up, troubleshooting and support through Google Tag Manager
-Contribute data knowledge to the Barkley blog
-Work collaboratively with members of the social, PR, media, email marketing and account management teams
-Offer data integrity and reporting basics training to members of other teams in the agency

Business Intelligence Analyst

eSolutions, Inc.

Manage content on all social media channels
Compile, analyze and interpret marketing data using hubspot and social analytics tools
Manage registration and marketing strategy for 40+ trade shows each year
Coordinate advertisements through Google Adwords
Organize direct mailing campaigns
Collaborate on and maintain website content
Perform other department duties as needed

Marketing Coordinator

Real Equity Management

As a social media analyst I am assigned to promote and manage the social presence of the Brookside Brand. I work with a team to:

-Market the Brookside brand to current and potential residents using tools such as:
     - Google Adwords
     - Facebook and Twitter Advertisements

-Contact and meet with local business to arrange deals exclusively for our residents. 

-Brainstorm, plan and execute promotional contests, giveaways and events for our residents. 

-Use Hootsuite to manage Twitter, Facebook, Instagram and Pinterest

-Use Analytics tools such as SimplyMeasured and Google Analytics to:
      - Measure the reach and effectiveness of individual campaigns 
      - Maintain a competitive edge in the market
      - Set, monitor and reach specific goals for the brand
-Set KPI's and report on goals and progress toward benchmarks to senior leadership monthly

Social Media Analyst

Vector Marketing

Top Earning Sales Rep Two Quarters in a Row for my Region
Created and managed brand/product awareness and image through digital marketing
Cultivated and maintained relationships with clients and potential clients
Grew customer base through networking to set and keep my own appointments
Presented and performed live demonstrations of product to customers
Arranged payment and delivery of product to customers

Sales Representative

With a passion for growth-led website strategy, I specialize in transforming digital experiences that drive measurable impact. I lead strategic website optimizations, SEO initiatives, and user-centric design that together power exceptional online experiences. My expertise spans conversion rate optimization (CRO), SEO strategy, and UX insights, leveraging data analytics, usability testing, and A/B experimentation to drive results.

Notable Accomplishments:

➡️ Led the build of an optimized pricing page for Signifyd.com (B2B Saas) that drove web lead conversions at a rate 4.5X that of all other lead capture pages on the site

➡️ Redesign Strategy on Healthcare.gov: Led experimentation for a major site redesign, resulting in millions of user account creations and plan enrollments in 2022.

➡️ Revenue-Boosting Experimentation: Partnered with soccer.com to enhance mobile checkout flow, achieving a 2.2% lift in checkouts and generating an additional $2.3M from just one targeted experiment.

➡️ Cost-Saving Analytics for a Banking Client: Prevented a costly site change, saving $14M in potential revenue loss by first testing and optimizing the customer experience.

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Tom McCormack

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