Deven Swartz
Digital Marketing Specialist at Guilford Technical Community College- Claim this Profile
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Bio
Credentials
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Google Data Studio Certificate
Google Analytics AcademyApr, 2021- Oct, 2024 -
Google Tag Manager Certificate
Google Analytics AcademyApr, 2021- Oct, 2024 -
HubSpot Inbound Certification
HubSpotOct, 2021- Oct, 2024 -
SEMrush SEO Toolkit Certification
SemrushAug, 2021- Oct, 2024 -
Google Ads Display Certification
Google Digital Academy (Skillshop)Apr, 2021- Oct, 2024 -
Google Ads Measurement Certification
Google Digital Academy (Skillshop)Apr, 2021- Oct, 2024 -
Google Ads Search Certification
Google Digital Academy (Skillshop)Apr, 2021- Oct, 2024 -
Google Ads Video Certification
Google Digital Academy (Skillshop)Apr, 2021- Oct, 2024 -
Google Analytics Individual Qualification (GAIQ) Certification
Google Digital Academy (Skillshop)Apr, 2021- Oct, 2024
Experience
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Guilford Technical Community College
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United States
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Higher Education
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700 & Above Employee
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Digital Marketing Specialist
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Nov 2021 - Present
In newly created position, directly manage all aspects of a $20K+ internal budget for Google Ads (search, display & video), Meta Ads (Facebook & Instagram) and LinkedIn Ads. Coordinate with 3rd party vendors to manage larger-scale digital ad accounts ($30K+ budgets). Increased core brand SEM keyword clickthrough rate (CTR) by 83% YOY at an 89% lower cost per click (CPC) by rewriting and testing creative headlines and descriptions. Increased responsive display ad CTR by 150% YOY. After multiple successful posts, entrusted by the steward of an international band's brand to use their name, image and likeness without pre-approval. Organically reached 58% more people than total followers with GTCC's most successful Facebook post in four years (by a 52% margin). Administer all official social media accounts, including a LinkedIn page that has 3x more followers than Facebook and the 3rd most followers of the 58 North Carolina community colleges. Created 150+ graphics in first year for social media posts. Set up 20 custom-firing events and conversions, including vital application conversions, for Google Analytics 4 and Google Ads via Google Tag Manager. Research and organize data to present to marketing vice president which channels generate traffic and conversions and which are not worth investing time and money in. Create keyword research strategy report template in Google Looker Studio for 10+ program pages of focus as part of coordination with website administrator to optimize SEO content and user experience. Show less
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City of Winston-Salem
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United States
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Government Administration
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700 & Above Employee
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Web Content Coordinator - Website and Social Media Manager, Webmaster
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Dec 2016 - Mar 2021
Increased bill payment content performance by 400% by using focus group results, SEO data and "competition" analysis to develop strategy for the city's first "Service Shortcut" page, Pay Water Bill. Generated 270K+ views in a year, by far the website's most accessed internal page. Helped double the city's Facebook followers to become the most-followed among North Carolina's biggest cities. Reached 1.4M people through organic Facebook post. Identified and shared overposting trend that resulted in a sustained period of significantly reduced performance, causing marketing director to discuss strategy change with another department's supervisor, allowing numbers to return to normal. Advised department clients on strategy to maximize reach and minimize cost of social media ad campaigns. Recommended geotargeting and interest targeting, especially to more specialized departments. Used internal consumption data to recommend successful video strategy change. Developed presentation of digital marketing performance reports, including high performers, notable underperformers, important trends within the data and new features, during weekly staff meetings. Developed a one-sheeter persona of typical city social media follower for "best practices" strategy training presentations. Created persona by analyzing demographic data. Led management of product research and selection, content optimization, design and focus group testing for new city website solution. Maintained constant communication with lead project coordinator and web teams in all 30+ city departments during 9-month transition process, including 3 rounds of department-level consultations. Presented new website in city manager’s monthly meeting with all 30+ top-level department supervisors. Trained and technically supported 50+ independent web liaisons and nearly 200 social liaisons. Increased departments' website edits by 56%. Created library of 50+ generic graphics to increase social media content posting speed. Show less
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Hearst Television
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United States
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Broadcast Media Production and Distribution
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700 & Above Employee
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Digital Editor - Digital Content Producer
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May 2012 - Dec 2016
Used market-specific experience and identified station's unique strengths within the data to develop strategy that broke digital performance records--website, social media and mobile app--every year. Helped grow unique visitors by 44% and had two posts reach 1M+ people organically on Facebook. Produced weekly website and social performance reports, which included successes, new trends and atypical results such as surprising underperformers. Used real-time usage data to recommend strategy on when to send push notifications to tens of thousands of mobile app users. Recommended keeping live radar brand and dedicated video stream due to surprising digital performance and for its market-exclusive unique selling proposition. Consistently promoted television news product on website, social media and mobile app during "breaking news" as marketing strategy to increase viewership for higher revenue-generating product. Solely managed content production and website administration in final months following departures of digital media manager and social media producer. Created library of 100+ generic graphics to improve website and social media content posting speed, which could improve content performance. Coordinated with assignment desk and communicated with teams in the field to obtain the latest information for high-demand content. Handled tech support for users who couldn't access the website. Quickly learned new content management system tools to flawlessly produce high-traffic election coverage on second day of work. Show less
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FOX8 WGHP
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United States
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Broadcast Media Production and Distribution
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1 - 100 Employee
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Web Content Producer
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Sep 2010 - May 2012
Helped increase web home page performance by 30% by using A/B headline testing, real-time data, story order rearrangement, SEO data and other strategy development. Used strategic timing to post Scotty McCreery content that ended up on Google News' front page immediately after an early "American Idol" appearance, generating tens of thousands of views within an hour. Often communicated with assignment editors to confirm information that could make digital content perform better. Used "start local and stay local", which later became the entire station's slogan, as a social media marketing tactic to promote the morning news. Made strategy recommendation to senior web producer to keep growing brand of MyFOX8.com prominent on redesigned website. Coordinated with another web content producer to cover fast-moving breaking news of a plane crash, helping to earn the entire news team a regional Emmy nomination. Show less
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The Denver Post
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United States
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Book and Periodical Publishing
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200 - 300 Employee
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Intern
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Jun 2010 - Sep 2010
Increased performance of DenverPost.com by sharing links on official social platforms with customized headlines, status text and perspectives. Researched and presented competitive analysis reports that were used to help relaunch music blog and develop strategy focus for moms website. Increased performance of DenverPost.com by sharing links on official social platforms with customized headlines, status text and perspectives. Researched and presented competitive analysis reports that were used to help relaunch music blog and develop strategy focus for moms website.
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Marshall University
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United States
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Higher Education
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700 & Above Employee
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Online Director
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Jan 2006 - Jun 2010
For college radio station WMUL. After noticing trend in usage data, changed content strategy that resulted in website performance increases of 31% and 26% in consecutive years, including 100K+ page views in one year. Communicated with administrators of opposing teams' official websites, plus unofficial fan pages and message boards, to expand marketing of WMUL's free live streams of Marshall sporting events. Manually parsed and analyzed Windows Media logs to report data during weekly director's meetings on most-listened to streams, almost always sporting events. Made last-minute recommendation for a live, dual-remote talkback to promote men's basketball live stream during women's basketball game on radio (both games were played simultaneously). Developed website user manual for online directors who followed me. Built site from scratch that was managed by me and others for nearly 10 years. Earned best promo nominations for two station marketing creative pieces. Show less
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Ryan Seacrest Productions
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United States
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Media Production
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1 - 100 Employee
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Intern
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Sep 2009 - Nov 2009
Cold-called several hundred people and posted flyers in several stores as part of recruitment marketing for a "Cook-A-Thon" that aired in front of a national audience during ABC reality show "Jamie Oliver's Food Revolution." Cold-called several hundred people and posted flyers in several stores as part of recruitment marketing for a "Cook-A-Thon" that aired in front of a national audience during ABC reality show "Jamie Oliver's Food Revolution."
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Campbell University
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United States
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Higher Education
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700 & Above Employee
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Studio Host
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Aug 2008 - Nov 2009
Solely managed production of up to 12 minutes of live commercial airtime three times per football game. Scoured official team and major media sources for scores, statistics and storylines for up to 40 local, conference and nationally-ranked teams. Potentially reached up to 700K listeners during the pregame, halftime and postgame shows. Constantly communicated with studio and play-by-play announcer to coordinate airtime and technical remote connections. Solely managed production of up to 12 minutes of live commercial airtime three times per football game. Scoured official team and major media sources for scores, statistics and storylines for up to 40 local, conference and nationally-ranked teams. Potentially reached up to 700K listeners during the pregame, halftime and postgame shows. Constantly communicated with studio and play-by-play announcer to coordinate airtime and technical remote connections.
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Education
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Marshall University
Bachelor’s Degree, Broadcast Journalism
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