Honest Weight – one of the largest co-ops – critically needed
immediate web marketing assistance after a restructuring.
I have been a dedicated part of my food co-op – Honest Weight – since 1988. We undertook a major, organizational restructuring that was completed in 2016. In August, I proposed the creation of the position of interim Director of Digital Marketing.
Because of my deep and long-term relationship and because I have owned Marden Consulting since 1999, this proposal was accepted and I assumed this director position.
This role required a complete development of the position – what its scope, responsibilities and job description would be in the context of what is best for digitally marketing Honest Weight.
This position was responsible for all digital marketing including:
» Web Development: Building the strategy, information architecture, site copy, web content marketing and planning, SEO, image management, all messaging and managing embedded tracking codes for different advertisers. The site is completely mobile responsive.
» ADA (Americans with Disabilities Act) Compliance: Marden developed the company’s new website, (which is still under development as of 1/17/2017,) to be fully ADA compliant. This allows handicapped web browsers to access their site and is a core to this company’s mission.
» eCommerce: Developed complete eCommerce marketing strategy and honing of platform to maximize usability and analytics sales tracking.
» Facebook Social Media Marketing: Creating all Facebook advertising campaigns including – creating demographic targets, determining geographical range, monitoring and honing campaign performance over time for each live campaign, correlating Facebook demographic data with the site’s Google Analytics demographic data to increase its validity and usefulness, and correlating all Facebook posts with existing and new landing pages.
» Digital Advertising: Developing and maintaining digital marketing accounts and relationships with several local media companies including The Times Union, Hearst Digital.
» Google Analytics: Monitoring, analyzing and reporting Analytics data for usage across all marketing including traditional media. This includes developing the brand’s most effective demographic targets, employing data to determine a new site renovation’s direction and empirical strategy and allowing for A-B testing for many components of the site to drive improvements.
» Digital and All Account Security: Developed proper, secure account management for all accounts including web marketing, registrar, digital purchasing and eCommerce.
» Google AdWords: Creating company’s complete Google digital PPC campaigns. Managing and analyzing to increase performance and ROI on this advertising spend.
» Competitive Domain Name Registration: A critical .COM version of our .COOP domain name was squatted on by another owner. This domain name was found, negotiated for a good price, was purchased and is now owned and pointed at HonestWeight.coop.
Because of my long-standing commitment to my co-op – and co-ops in general –
I would love to discuss your co-op’s digital needs for just a cup of coffee.
“I would recommend Jeff for a high level marketing position within your organization, as I am certain he will be as valuable an asset to your marketing efforts and team as he has been to ours.”
CFO, Honest Weight Food Co-op
“Using Marden Consulting was a great decision. Jeff helped us to plan everything and most importantly, making sure I understood the process every step of the way. He made what could have been a difficult project so easy. I am very happy with the final product. Thanks Jeff!”
Manager, Honest Weight Food Co-op