Experience

Tory Gray LLC is a digital marketing & SEO consultancy.

Tory Gray LLC is a digital marketing & SEO consultancy.

Digital Strategy & SEO Consultant – Tory Gray LLC
Feb 2016 – Current

Now taking on digital marketing strategy & SEO consulting clients. Find my existing clients as well as my service offerings.

Additionally, I'm Google AdWords Search, Shopping & Analytics Certified.

Revolar is an IOT consumer electronics startup focused on a mission to create a safer world through facilitating communication when and it's needed. Help is - literally - a button press away.

Revolar is an IOT consumer electronics startup focused on a mission to create a safer world through facilitating communication when and it's needed. Help is - literally - a button press away.

Director of Digital Marketing – Revolar, Inc.
Apr 2016 – Feb 2017

Responsibilities:

  • Hired & led ecommerce and digital marketing teams
  • Scaled ecommerce sales through product ownership/optimization of Revolar.com and Amazon.com/.ca
  • Built & implemented digital marketing strategy, overseeing channel implementation & optimization
  • Owner of Revolar.com SEO
Craftsy is a consumer web startup that helps creative enthusiasts get better at what they love to do through digital (online educational videos) and physical (kits & supplies) ecommerce offerings, as well as free inspirational content.

Craftsy is a consumer web startup that helps creative enthusiasts get better at what they love to do through digital (online educational videos) and physical (kits & supplies) ecommerce offerings, as well as free inspirational content.

Craftsy
May 2012 – Feb 2016 

Product Manager, Growth
Oct 2014 – Feb 2016

Responsibilities:

  • Led engineering efforts against acquiring & activating new users
  • Identified new growth initiative and project opportunities, including forecasting projects’ ROI
  • Prioritized and shopped the growth team roadmap with input from business, marketing & engineering stakeholders
  • Coordinated FE, BE, UX & DB resources in an agile environment, including daily project management and QA
  • Ran & analyzed conversion optimization tests against key pages using Optimizely and internal A/B testing software
  • Authored documentation of user flows, data structures, admin tools & more
  • Analyzed & communicated project results against goal metrics using the appropriate data source – our internal PostgreSQL database, Optimizely, Google Analytics, etc.

Key projects / results:

  • Improved technical SEO implementation of physical product offerings (kits & supplies)
    • 163% increase in traffic (unique visitors) to these site sections QOQ
  • Optimized registration signup pages to be more contextual & increase conversions
    • 4-6% increase in registrations across non-transactional and transactional signup flows, respectively
  • Coordinated the implementation of site tracking for a key knowledge gap: blog performance

Marketing Manager, Organic Channel Lead
May 2013 – Oct 2014

Responsibilities:

  • Orchestrated the setup of the new Organic department within marketing
  • Coordinated with engineering for the initial organic channel tracking setup & data benchmarks
  • Headed goal setting, strategy & implementation within organic channels
  • Scaled the implementation of our SEO strategy across the organization
  • Hired & led organic team

Results:

  • 136% increase in organic search traffic YOY (5.3mm to 12.6mm unique visitors)
  • 74,000+ incremental registrations from SEO traffic
  • 19.8% registration-to-buyer conversion rate
  • $20 higher eLTV for SEO buyers vs. average buyers

Product Manager, SEO (Technical Site Optimization)
May 2012 – May 2013

Responsibilities:

  • Launched new channel for Craftsy: SEO
  • Optimized the website for technical and strategic SEO improvements based on data from Google Analytics, Moz account, and internal database (ongoing)
  • Gained organizational buy-in for search engine optimization work, including creating & shopping the SEO roadmap
  • Coordinated engineering efforts against projects on the roadmap (from kickoff through QA & go-live)
  • Conducted SEO keyword research & authored our keyword targeting strategy

Results:

  • 271% increase in organic search traffic YOY (1.4mm to 5.3mm unique visitors)
Fusionbox is an open source web development & SEO agency based in Denver, Colorado

Fusionbox is an open source web development & SEO agency based in Denver, Colorado

Internet Marketing Strategist – Fusionbox
Aug 2010 – May 2012

Responsibilities:

  • Advised & managed SEO & PPC clients (as account & project manager, and marketing consultant)
  • Managed SEO & PPC teams
  • Coordinated with engineers and web project managers for SEO site setup & ongoing optimization
  • Created digital marketing strategies, including SEO & SEM for lead generation and ecommerce sites
  • Analyzed & improved SEO strategies and implementations through ongoing testing and refinement
  • Composed & presented client and community outreach SEO presentations, for sales and educational purposes
  • Authored & edited content, including sales copy, blog posts, guest blog posts, ad copy & how-to guides

Results:

  • 20-50% increase in SEO traffic month-over-month, resulting in a 272% increase in SEO traffic over 6 months
  • 30% increase in website conversions month-over-month
  • 44% increase in conversions from SEO traffic
Magnetic was a .NET web development agency with an internet marketing department; based in Tampa, Florida. It has since been acquired by Bridgeline Digital.

Magnetic was a .NET web development agency with an internet marketing department; based in Tampa, Florida. It has since been acquired by Bridgeline Digital.

Internet Marketing Specialist – Magnetic, now Brideline Digital
Aug 2008 – Aug 2010                                                                          

Responsibilities:

  • Advised internal and external marketing clients (as account manager & marketing consultant) & reported on results
  • Developed & executed marketing campaigns, including SEO, SEM, SMM and public relations
  • Managed PPC campaigns and shopping portal feeds with all major engines
  • Executed blogging efforts, including writing, editing and promoting blog posts

Results:

  • Awarded “Innovator of the Quarter” for efforts in establishing social media monitoring services
  • 12-15% average cost reduction on paid advertising campaigns - while increasing conversions
  • 22% average increase in website traffic from social marketing, SEO and customer engagement efforts
  • 225 new products added to site from 7 newly established manufacturer relationships