Wilton Arellano

SEO Consultant

Opus Training

Growth Lead

WJGM

Growth Marketing Consultant

Gather

➔ Embedded inside IBM as a Digital Strategist supporting website optimization, paid media management, and digital experience programs across two lines of business (Automation, Watson Health) and the IBM news and thought leadership platform (IBM Think).

➔ Led paid media operations and vendor management for IBM Watson Health across paid search, paid social, content syndication, and direct media buys, supporting a $1M+ annual budget. Managed RFPs, agency interviews, and proposal review for new vendor onboarding.

➔ Managed Watson Health paid search performance supporting six enterprise health solutions. Identified optimization opportunities across keywords, ad copy, and landing pages with deep-dive audits. Worked with product teams (product marketing, editorial, SEO)  to re-allocate paid search budget.

➔ Coordinated with copywriters, web developers, and visual designers on website page launches and optimizations across IBM.com using performance data (page analytics, heat maps, screen recordings) and sales pipeline contribution from target account engagement on key pages. 

➔ Managed A/B testing programs using Optimizely across key Watson Health pages, leading to 15%+ improvement in key conversion actions. Tests were prioritized based on Google Analytics, HotJar, and IBM Analytics. Launched website personalization to customize content, increasing pages per visit and engaged traffic volume to key pages from target organic search terms. 

➔ Launched content personalization project for IBM Think to allow for agile content testing using a centralized content hub across dozens of products using hundreds of assets. Content assets and web page modules were personalized to referral traffic source and website behavior.

Digital Strategist, Enterprise B2B

Resilia

➔ Managed demand generation, product marketing, and community marketing functions with a $600,000+ annual marketing budget across three lines of business. Oversaw media buying plans, marketing tech stack, content production, online event production, and performance tracking.

➔ Generated 25%+ quarter-over-quarter revenue growth with demand generation campaigns across LinkedIn, Meta, Google, and Bing. Managed message testing with A/B tests to refine value proposition and positioning for a new enterprise product. LinkedIn demand generation campaigns generated $1.3M+ in enterprise sales pipeline within 7 weeks of launch.

➔ Acquired 2,500+ SMB clients for the Nonprofit Formation and Nonprofit Platform LMS product with Google and Meta Ads, webinars, and grant programs designed with the capacity-building team. 

➔ Recruited and coordinated designer and videographer contractors to publish website updates, optimization, content production, and branding guidelines. Published seven in-depth research reports, six nonprofit case studies, three enterprise case studies, and 3 product videos. 

➔ Managed the entire marketing technology stack and implemented analytics tracking and marketing automation. The technology stack included a CMS (Squarespace), CRM and email marketing (HubSpot), landing pages (Unbounce, Landbot), videos (Wistia, Bonjoro), analytics (Google Analytics, Hotjar, Google Tag Manager), and live chat (Intercom).

➔ Worked with product, design, and developer teams to measure and optimize product usage and onboarding for nonprofit and funder users. Structured user onboarding journey with automated in-app messaging and email automation triggers from HubSpot. Collaborated with the customer success team to increase LMS feature adoption with live chat, email, and in-app messaging.

Head of Demand Generation

General Assembly

Worked with the General Assembly Marketing Standards Board as a subject matter expert. Authored assessment questions for the Certified Marketer Level 1 assessment that tests understanding of five key areas of marketing: 

(1) Customer insights 
(2) Creative development 
(3) Channels and execution 
(4) Metrics and analytics 
(5) Marketing technology

Certified Marketer Assessment Author

Ladder.io

Managed strategy development, execution, and account management of a 10-person growth strategy team for a 40+ active client portfolio.

Growth Strategy Director

→ Owned strategy and execution of client accounts ranging from startups to Fortune 1000.
→ Collaborated with designers, developers and analysts to execute growth strategies.

Senior Growth Strategist

Startup Institute

Digital Marketing Instructor

Northstar Research Partners

Research Analyst

Teaching and curriculum development of a 10-week course covering key digital marketing channels and strategies.

Digital Marketer in Residence

Forrester Research

Customer Insights Research Associate

Current Clients: CoW Protocol (Crypto, DEX), Common Room (B2B, SaaS), Iovate (eCommerce, Health Supplements), Mantra Health (B2B, Digital Health), WEVE Acceleration (Startup Accelerator)

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