W Craig Tomlin Resume

(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, Excel, HTML, Morae, Omniture, Photoshop, PowerPoint, Project, Visio, Word

Professional Summary

Award-winning online marketing leader. Generate millions of dollars in B2B and B2C website revenue for start-ups, small businesses and Fortune 100 companies since 1996. Specialize in generating a complete eCommerce marketing & sales experience that starts at branding & awareness (advertising), optimizes continuously via testing (A/B split, multivariate, Google Analytics, Omniture), and ends at completed order forms (usability).

• Direct creation and deployment of email, online media, SEO, SEM and customized marketing microsites
• Optimize web site development and redesign projects to maximize SEO, leads and sales
• Produce usability tests, Certified Usability Analyst and member, Usability Professionals Association
• P/L responsibility, manage direct reports, experience leading large (100+ member) teams

Experience

TouchCommerce, Agoura Hills, California 9/2007 – 7/2009

Director, User Experience

• Led program and product optimizations for major clients including AT&T, DirecTV, Sprint and more for a leading eCommerce live sales chat company. Improvements increased conversion by 50%.
• Directed A/B and multivariate testing of campaigns including copy, graphics, position, timing, etc. Resulting optimizations increased lead gen by as much as 60%, adding several Million dollars to revenue.
• Launched a new survey tool that expanded customer satisfaction and R&D survey capacity by 300% and enabled instant access to 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 microsite, Creditdemystified.com completely built on a WordPress blog 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.
• Led the redesign of a Countrywide subsidiary web site, FullSpectrumLending.com. Usability testing and Search Engine Optimization increased conversion by 50% and added several million dollars in incremental loans per year.
• Directed optimization 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 could be instantly updated or modified based on business needs.

Usability Consultant, Los Angeles, CA 5/2005 – 2/2006

Certified Usability Analyst

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

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

New Media Manager

• Directed online marketing 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 redesign of the Blue Cross of California web site. Improvements 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 Billion dollar global professional services firm.
• Designed web-based marketing and 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.

W Craig Tomlin Awards, Articles and Memberships

• Member, Usability Professionals Association.
• Article, June 2005, “Certified Usability Analyst of the Month, ” Human Factors International
• Award, May 2005: “BC Life & Health Insurance Company: Reaching the Uninsured, ” Best Insurance Online Campaign, IAC, Web Marketing Association.
• Award, April 2005: “BC Life & Health Insurance Company: Reaching the Uninsured, ” Best of Blue, Top Award, Internet/Intranet, Blue Cross Blue Shield Association.
• Award, March 2005: “BC Life & Health Insurance Company: Reaching the Uninsured, ” Bronze award, Web Site, World Wide Web Health Awards 2004.
• Award, March 2005: “Blue Cross of California Large Group Marketing Site, ” Merit award, Web Site, World Wide Web Health Awards 2004.