TLDR
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Proven Digital Marketing Expertise: Over a decade of orchestrating cross-channel campaigns that consistently surpass KPIs and drive sustained revenue growth.
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E-commerce & D2C Champion: Delivered major online sales boosts through strategic product launches, optimized user experiences, and streamlined checkout processes.
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Data-Driven SEO & Analytics: Employed robust analytics frameworks and A/B testing to enhance user journeys, improve organic visibility, and lift conversions.
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Programmatic & Media Buying Specialist: Maximized brand impact and ROI by collaborating with DSPs and executing multi-platform campaigns beyond standard ad channels.
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Strategic Brand Positioning: Steered market research and product-level planning to unify brand narratives, attract new audiences, and expand market share.
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Innovation in AI & Automation: Deployed AI-driven solutions (including API endpoints for programmatic SEO) to optimize workflows and deliver measurable performance gains.
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Cut My Teeth in Traditional Marketing: Well-versed in brand partnerships, tradeshows, and lead generation for brand expansion.
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Team Captain & Technical Project Leader: Led cross-functional teams, aligning executive vision with tactical execution, consistently meeting deadlines and staying on budget.
Husband, Dad, Hard Worker - Specializing in D2C eCommerce // Enterprise SEO // Digital Brand Positioning // Strategic Digital Marketing
Email:
(It's a Mouth Full)
"Lah-fair-e-uhr"
Phone:
WHERE I'VE CRUSHED IT
SEO & CRO Experience in Enterprise-Level Settings
Building robust eCommerce operations from the ground up has been a key focus in my career. I’ve driven substantial increases in organic traffic and conversions by implementing advanced SEO frameworks, leveraging technical optimizations, and refining user flows through CRO best practices. Currently, at Target Sports USA, I lead site-wide SEO audits, on-page optimization, and ongoing A/B testing initiatives—consistently boosting visibility and optimizing the user journey.
Paid Media & Programmatic Success Across the Board
I’ve planned and executed strategic media buys across multiple channels, including third-party DSPs, to amplify brand reach and drive revenue. In one campaign, we generated an incremental lift of over $450,000 in a single day by combining targeted audience segmentation with timely promotional efforts. Today, I continue to optimize paid search, display, and social campaigns, ensuring that budgets are allocated for maximum return on ad spend (ROAS).
Trackable E-commerce Growth & Market Expansion
From shaping product listings at scale to deploying advanced Amazon A+ content, I’ve delivered measurable sales gains—like a 47% accessory sales increase—by tailoring messages to resonate with key buyer segments. At Target Sports USA, I work directly with the C-Suite to develop and implement end-to-end eCommerce strategy, overseeing everything from conversion-focused landing pages to global template updates, driving sustained growth and market share gains.
ACTUAL EXAMPLES OF SUCCESS
ECOMM SEO TOOL TO EXPEDITE
IN-DEPTH PRODUCT DESCRIPTIONS
BATCH PYTHON SCRIPT FOR ADVANCED PLP CONTENT CREATION
USING SKILLS THAT MATTER
WHAT PEOPLE ARE SAYING
JP is a rockstar! Incredibly proactive, driven individual and always willing to go the extra mile. He's been instumental in department leadership. Best of all - he knows what he's talking about. Truly an SEO guru. Working with JP has been great!
Donovan Morrison
Main Event Digital
We saw immediate improvements with our implementations and now our team is better suited to execute in the future. Great team member and a positive attitude make it fun to work with him, too.
Greg Rhoades
Leviton Mfg.
JP was great to work with during my time at VS. He lead the client relationship with impactful and strategic SEO initiatives, and always approached every meeting with the with a deep understanding of our business and SEO needs.
Steve Szuter
Victoria's Secret
JP was one of the most thorough and thoughtful people I have worked with. We collaborated on the client account Imprivata Health Care IT Security and worked on strategy and client relations together.
Amul Bham
Skechers
JP is as upstanding and hard-working as they come! I had the pleasure of working with JP during my time at Absorb Software. He led the way in identifying key SEO strategies to take our authoritative position in the SERP (and the market) to the next level.
Katie Leahy
Absorb LMS
It was an amazing experience to work with Jon-Paul. His positive energy, strategic insights and expertise always gave our clients and our team the confidence that positive results were going to happen. Thanks for all of your work JP!
Paul Pita
Brand Coach
RELEVANT EXPERIENCE
2024 - PRESENT
TARGET SPORTS USA
Director of Marketing, Associate
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Global Template Overhauls for SEO, UX, and CRO: Led the redesign of the blog, category listing pages (CLPs), and product detail pages (PDPs), implementing scalable SEO frameworks that increased organic impressions by 40% and clicks by 25% QoQ while improving UX and conversion rates.
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Programmatic DSP Partnerships: Secured DSP partnerships for a sensitive vertical, launching campaigns that generated 1,500+ conversions and $450,000+ in revenue from a $15.5k media spend.
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Automation & Innovation: Developed custom tools and Python scripts to automate SEO tasks, reducing product description time by 81%, enabling scalable optimizations across thousands of SKUs.
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Content SEO & Blog Strategy: Built a new blog site with optimized templates and created content that increased search visibility for high-value, non-branded queries like "best ammo websites," driving more qualified traffic to key pages.
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SEO & CRO Execution: Delivered a 40-page technical SEO audit and implemented forward-thinking on-page frameworks that boosted rankings and improved conversion metrics across product and landing pages.
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Team Leadership & Training: Facilitated cross-department training on SEO, content workflows, and catalog management, empowering the team to own and sustain ongoing initiatives with documented processes.
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Unified Paid & Organic Strategy: Integrated paid media and SEO efforts to drive traffic to optimized landing pages, improving user journeys and conversions across channels.
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Performance Reporting & Insights: Created dashboards in Google Looker Studio and GSC, tracking key metrics and reporting a 100% increase in non-brand keyword rankings, sustaining growth beyond seasonal trends.
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Project Management & Roadmapping: Created and managed quarterly digital roadmaps, aligning SEO, CRO, and paid media projects with business goals. Led cross-functional teams to deliver projects on time, meeting performance benchmarks and deadlines.
2018 - PRESENT
Burning the midnight oil to make dreams come true
INDEPENDENT CONSULTANT WORK
Freelance Clients
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(Other clients that wish to remain anonymous)
Interagency Partnerships
Main Event Digital (1099)
[https://www.maineventdigital.com]
(Agency partnership - freelance via MED)
Primacy (1099)
[https://theprimacy.com]
(Agency partnership - freelance via Primacy)
2023 - 2024
Senior Manager, SEO & Paid Media
TOTALLY PROMOTIONAL
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Spearheaded the development and execution of a comprehensive digital advertising strategy, achieving significant improvements in online presence and ROI.
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Directed (and executed) SEO and paid search strategies, including oversight of SEO specialists and expansion into new advertising channels such as paid social, display, and Amazon.
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Conducted key SEO audits and collaborated with the UX team to optimize conversion rates, boosting website performance.
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Formulated strategic quarterly goals and roadmaps, positioning Totally Promotional for sustained digital growth.
2021 - 2022
Senior Manager, SEO
DIGITAS NORTH AMERICA
(Absorb LMS)
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SEO ROI forecasting for lifts in SQLs/MQLs that drove internal buy-in for SEO ops to be approved
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Developed a content cluster site architecture approach for high-value landing pages that increased SQL’s by 15% QoQ (Informed by Organic trend analysis then amplified via Paid Search once created)
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Contributed to 45.7% page 1 kw lift from content strategy implementation (249 to 363 Sep 21 to Dec 21)
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Increased landing page score for Google Ads campaigns that drove down CPA by avg of 15%
(Victoria's Secret LB)
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Organic Search customer journey recommendations and SEO ROI forecasting
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Organic Search persona building to inform category page content recommendations
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Category landing page content to boost earned share of voice
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Technical SEO audits and project planning with Dev/ IT resources to increase site visibility/ indexability
2014 - 2021
Director, Marketing and Ecommerce
NDZ PERFORMANCE
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Drove brand relationships to develop new products as well as cross-brand digital marketing campaigns
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Hired and trained company's"front of house" marketing and ecommerce operations team
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Increased organic position 1-3 (top of page 1) keyword rankings 3019.49% (from 59 to 1794 from 1/2018 to 3/2022)
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Increased organic traffic by 295% (2022 vs 2018)
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Increased organic channel revenue by 233% as a result of ongoing SEO efforts (2022 vs 2018)
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Owned monthly and quarterly reporting KPIs and informed strategy for multiple channels (SEO, Email, Social, Affiliate, Amazon,eBay, Retail site)
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Email segmentation of 135k subscribers and constructed drip campaigns that increased avg open rate of 41% (up from 29%) and avg CTOR of ~25% (up from 18%)
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Created a B2B program from scratch utilizing HubSpot CRM and Sales for over 70k MQL's countrywide from public ATF databases and qualified on an individual level
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Informed and managed strategy to increase Amazon MarketPlace sales by 47% (sep 1 2022 - jan 2 2023 vs the same period last year) utilizing A+ content, Amazon PPC techniques, and consolidated listing strategies to drive Amazon SEO
EDUCATION & ADVANCED CERTIFICATIONS
ACTIVE
Multiple Certifications
AMAZON MARKETING SERVICES (AMS)
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Certified in Sponsored Ads
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Comfortable creating, optimizing, and reporting on multi-channel AMS campaigns
ACTIVE
Multiple Certifications
STACKADAPT DSP (Programmatic Media Buying)
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Advanced 3rd party analytics for granular targeting
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B2B firmographic targeting (think: "gun store owners" being shown display ads)
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Media buying for display ads on sites like Fox News, Mashable, and more
ACTIVE
GOOGLE ADS / GOOGLE ANALYTICS
Multiple Certifications
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Certified in GA4
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Certified in Google Looker Studio (data visualization)
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Certified in Google Ads (Search, Display, PMax, Shopping)
ACTIVE
Multiple Certifications
HUBSPOT
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Certified in Inbound Marketing
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Extensive training and use of CMS for inbound marketing for B2B lead gen programs (CRM marketing)
2010 - 2014
BFA, Design
NEW ENGLAND COLLEGE
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Went to school for art
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Got out doing advanced web analytics
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Make it make sense, but I love my discipline and this industry