W. Craig Tomlin

(805) 501-8612  |  wcraigtomlin@ gmail.com

Education:

Southern Methodist University, Dallas, Texas
Bachelor's Degree

Human Factors International, Fairfield, Iowa
Certified Usability Analyst

Technical Skills

Dreamweaver; HTML; Microsoft Word, Excel, PowerPoint, Project, Visio; Morae; Omniture; Photoshop

Professional Summary

Award-winning web customer experience leader with over 12 years experience creating and improving web sites and web applications for Fortune 100 firms.  Certified Usability Analyst responsible for enhancing the user experience while delivering increased web site sales, customer & business partner satisfaction and number of transactions.

• Direct customer experience improvement strategies and tactics for Fortune 100 companies
• Lead major web site development and redesign projects
• Produce usability tests; Certified Usability Analyst and member, Usability Professionals Association
• Created web direct marketing campaigns including media, SEM, email & social channels
• Manage direct reports, experienced at leading large (100+ member) virtual teams

Experience

TouchCommerce, Agoura Hills, California  9/2007 – Present

Director, Customer Experience

• Lead customer experience testing and optimization for TouchCommerce, a leading eCommerce live sales chat company.  Customer experience testing and subsequent improvements have increased interaction rates by as much as 24% and increased customer satisfaction scores for key clients to as much as 90%.
• Directed usability testing of the primary corporate application which enables Agents to have live chats with customers, the agent interface.  Improvements in the interface increased agent productivity by 20%, providing additional revenue to the company and improving employee satisfaction.
• Launching a new survey tool that will expand customer satisfaction and R&D survey capacity by 300%, and will enable the company to access detailed real-time reports for immediate analysis and action.

Countrywide Home Loans, Pasadena, California  2/2006 – 9/2007

Vice President, Internet Management

• Accomplished a major "first" for Countrywide by launching a web site, Creditdemystified.com completely built on a Blogger platform, with Search Engine Optimized tools and content included.  In less than six months the site; generated over $2,800,000 in loans, broke-even 50% faster than forecast, and ranked #1 on Google for a targeted search term one week after launch. 
• Lead the redesign of a Countrywide subsidiary web site, FullSpectrumLending.com.  Usability testing and Search Engine Optimization increased traffic flow by 50% and added several million dollars in incremental loans per year.
• Directed usability testing on new and existing Countrywide web properties.  Another "first" for Countrywide included using online usability testing software to increase speed of testing from several weeks to just 2 days, resulting in 90% decreased testing costs.
• Redesigned and launched an improved web site survey.  New survey saved $20,000 per month and can be instantly updated or modified based on business needs.

User Experience Consultant, Los Angeles, CA  5/2005 - 2/2006

Certified Usability Analyst

• Directed the usability testing and analysis of Disney Media Networks' new employee Portal.  The Portal services 16,000 employees, and enhancements will improve access by over 75% to critical tools such as the Employee Locator, SAP and more.
• Directed the usability testing of Zag.com's new auto purchasing web site.  Usability enhancements included modifying shopping navigation, re-organizing vehicle search and simplifying terminology.  Resulting enhancements may reduce search time and increase conversion by as much as 50%.

WellPoint Inc., Los Angeles, CA  6/1998 - 5/2005

New Media Manager

• Directed user experience programs for WellPoint, a $20 Billion managed healthcare company.  Subsidiaries include; Blue Cross of California, Blue Cross Blue Shield of GA, MO, WI & UniCare.
• Spearheaded web site usability study of the Blue Cross of California web site. Resulted in usability and performance enhancements that increased site usage by 50%.       
• Won 1st place awards from Web Marketing Association, Blue Cross Blue Shield Association and WWW Health Awards for user-centered design of a unique, customized marketing microsite targeting 19-30 year olds, Rightplanppo40.com . The microsite beat traffic and lead expectations by 176%.

Marsh & McLennan, Inc., Los Angeles, CA  6/1996 - 6/1998

Manager, Marketing Communications

• Managed and developed direct marketing communications in a fast-paced, multi-business-unit environment for a $10 Billion global professional services firm.
• Designed web-based marketing & retention programs to deliver advertising to target market while measuring response.  Web site paid for itself within one year.
• Created on-demand direct mail printing to achieve cost efficiencies and maintain brand identity.  System saved 75% in production time, & $250,000 in printing expenses.

Consultant, Los Angeles, CA 6/1992 - 6/1996 

Marketing Communications Consultant

• Produced marketing projects for Health Net, Mobil Oil, Princess Cruises, and Toyota.
• Directed high-tech/high-touch marketing communications projects for roll-out of new PPO products for Health Net.  PPO sales became major seller for the firm, growing by over 50% for the first year of sales.
• Generated savings of over $300,000 by developing electronic proposal libraries for Health Net.

Prudential Insurance Company, Woodland Hills, CA 8/1984 - 6/1992 

Producer, Marketing Communications

• Over seven years experience in writing, producing, directing and editing marketing communications for the largest insurance and financial company in America.

Blue Cross Blue Shield of Texas, Dallas, TX 3/1982 - 8/1984 

Communications Specialist

• Produced marketing communications programs for the Training and Sales divisions.