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AaronOrner_Resume

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I started my career editing and developing CGI for TV and film. How did I become an award winning brand, ma...

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“Creative Solutionist” best sums my 15 plus year career. In the 90’s, I dreamed of motion design and CG...

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Over the course of my career, I’ve had the pleasure to work with some of the best professionals in their
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  1. 1. resume summary I started my career editing and developing CGI for TV and film. How did I become an award winning brand, marketing and UX strategist? The resume will give you part of the story, but you only get the whole story in person. I look forward to discussing my experience and learning more about your needs. WORK EXPERIENCE (20+ YEARS) Sr. User Experience Researcher, Team Lead Austin Texas 2014 – Present Sr. Brand, Marketing and UX Consultant, Contract Austin, Texas 2010 – Present UX Researcher, W.W Grainger, Inc. Digital Strategist (Contract), Tocquigny Marketing Director (Contract), Life Life Screening Marketing Director (Contract), Levenson & Hill Director Digital Strategy, Y&R Austin / SicolaMartin Austin, Texas 2010 – 2012 President / Founder, Interverz, LLC. Dallas, Texas 2006 – 2010 Account Director, InSite Interactive Dallas, Texas 2005 – 2007 Director of Interactive, Euro RSCG Dallas, Texas 2001 – 2005 Digital Creative Director, TMP Worldwide Dallas, Texas 1999 – 2001 Associate Creative Director, eLynx, LLC. Cincinnati, Ohio 1997 – 1999 Assistant Editor, PPS, LLC. Cincinnati, Ohio 1996 – 1997 Assistant Editor, Orner & Warren Studio Dallas, Texas 1995 – 1996 HONORS & AWARDS 2011 Telly Award – Story Writing, Creative Concept, Digital Strategy Frozen Ghost Vodka Commercial “Teaser” | 2010 – 2011 2006 Horizon Award – Creative and Usability Empire Today Website | 2006 – 2007 EDUCATION ACA College of Design Cincinnati, Ohio Associate Degree of Applied Science in Graphic Design / Computer Science 1999 SKILLS Leadership, Strategy, P&L Development/Management, Analytics, Business Development, Contract Negotiation, Data Analysis, Operations Management, Online Advertising, Creative Writing, Creative Strategy, Creative Concept Design, Information Architecture, Marketing Research, Usability, Department Management, Restaurant Marketing, Retail Marketing, E-commerce, Digital Strategy, B2B Marketing, Digital Marketing, Online Retail, Online Gaming, Adobe Creative Suite, PHP, MySQL, HTML 5, Javascript, Flash, CSS2, CSS3, Joomla!, WordPress, Drupal, HubSpot, Salesforce.com
 Aaron Orner Marketing Strategy | Creative | UX | Communications Austin, Texas Area | Marketing and Advertising Current W.W. Grainger / Sr. User Experience Researcher, Team Lead Previous Y&R Austin / SicolaMartin, Interverz LLC, InSite Interactive Education ACA College of Design me@aaronorner.com 512.222.8371 (mobile) aaronorner.com
  2. 2. profile background “Creative Solutionist” best sums my 15 plus year career. In the 90’s, I dreamed of motion design and CGI Academy Awards gracing the mantel, but the Internet boom changed everything. It was the new wild west. Unclaimed territory and endless possibilities, an exciting time for an entrepreneurial spirit. My motion design background provided an unique advantage as marketing shifted from physical design to user design. Since making the shift, my focus has been user experience and integrated marketing. I take a “big picture” approach to improving the effectiveness of my Client's marketing and UX strategies. I draw on my deep expertise, unique industry perspective, and comprehensive methodology to create fully- accountable marketing technology solutions. With diverse consultancy, agency, and client experience across major verticals, I understand the opportunities and dynamics of UX strategies and integrated marketing. I started my career editing and developing CGI for TV and film. How did I become an award winning UX and marketing strategist? The resume will give you part of the story, but you only get the whole story in person. I look forward to discussing my experience and learning more about your needs. national brand experience I’ve developed a set of respected best practices that help create successful UX and marketing strategies for leading brands like Pizza Hut, Foot Locker, Dell, and more. If you haven’t already, I invite you to browse my case study showcase at aaronorner.com/showcase/. Aaron Orner Marketing Strategy | Creative | UX | Communications Austin, Texas Area | Marketing and Advertising Current W.W. Grainger / Sr. User Experience Researcher, Team Lead Previous Y&R Austin / SicolaMartin, Interverz LLC, InSite Interactive Education ACA College of Design me@aaronorner.com 512.222.8371 (mobile) aaronorner.com SEO ‣ BMC Software ‣ McCoy’s Building Supply ‣ Phunware ‣ Empire Today Web Analytics ‣ DELL ‣ McCoy’s Building Supply ‣ Empire Today Social ‣ Church’s Chicken ‣ DELL UX Strategy ‣ Pizza Hut ‣ Foot Locker ‣ Empire Today ‣ Sybase (an SAP Company) ‣ Cisco Marketing Technology ‣ Pizza Hut ‣ BMC Software ‣ DELL ‣ Empire Today ‣ Sybase (an SAP Company) Communication Strategy ‣ McCoy’s Building Supply ‣ Empire Today ‣ Pizza Hut ‣ Foot Locker Mobile ‣ Sybase (an SAP Company) ‣ DELL ‣ Pizza Hut Sales Automation ‣ DELL ‣ Empire Today Resume – Aaron Orner "1
  3. 3. references Over the course of my career, I’ve had the pleasure to work with some of the best professionals in their industries. They are highly respected among their peers and I’m honored to call them all friends. "My experience working with Aaron was exceptional. He has an outstanding ability to collaborate with multiple parties to drive positive business outcomes. He is detailed oriented and embraces complexity. Just as important, Aaron's positivity makes him a pleasure to work with." September 4, 2016 Peter Warren, Director, User Experience – W.W. Grainger "I had the opportunity and privilege to partner with Aaron Orner on multiple User Experience projects over the past couple of years. There's a lot of great things that I can say about him but what sticks out to me the most is how thorough he is with his analysis. He's dedicated, detail-oriented, and highly analytical with the ability to influence at all levels of the organization. At the same time, he's very good at listening to business partners and finding common ground to move efforts forward while strengthening those partnerships." August 31, 2016 Aaron King, Manager, Product Management Operations – W.W. Grainger "Aaron is a great partner in helping to establish connections across key business areas of e-commerce; UX customer research and online merchandising. With UX research newly embedded in our category optimization process, Aaron also had to educate business partners who previously had little interaction with UX. Aaron is always willing to take the extra time to explain his research and he seamlessly adapts his readouts to the audiences level of understanding. Aaron was thorough in the projects we worked on together- from establishing a clear objective and communicating expectations" August 18, 2016 Alice Maher, Online Category Merchandising Manager – W.W. Grainger "Aaron has that rare combination of technical expertise and conceptual chops. He brought our concept to life for our client's website and even invented some really cool features that fit the whole idea perfectly. Plus, he's a great guy to work with." November 9, 2011 Richard Graves, Senior Vice President/Creative Director – Levenson Group "Aaron came in to help us on a number of projects, but his expertise, personality and delivery extended his stay for several months. The last project, which at one point had well over 15 people on it, needed a day- to-day lead for all Web & HTML work. Aaron stepped up to the plate, although he was a Consultant. He rolled up his sleeves and made sure the entire team was organized, focused and delivered in several mini iterations with minimum errors. That was all in addition to his own assignment/tasks. A natural leader with a depth of knowledge, combined with business savvy." November 17, 2011 Ahmad al-As'ad, Sr. Director of Digital – Targetbase "I depend on Aaron to guide my campaign efforts here at SAP through the complex world of digital marketing. Aaron is truly a technology pioneer and has helped us design our first ever mobile microsite amidst the ever-evolving platform choices on today's mobile devices. Aaron is extremely patient and is always eager to be a technology mentor. I highly recommend him for any development team where you need the smartest guy around!" November 15, 2011 Russ Novy, Director of Marketing – Sybase, an SAP Company Resume – Aaron Orner "2
  4. 4. “Aaron is an expert at developing creative online marketing strategies that morph into revenue generating activities. He is a natural born leader who is savvy in all things technical and can communicate information clearly and concisely to executives at various levels. Always the consummate professional, Aaron delivers projects on-time and within budget. He’s become a very important part of my virtual advisor team.” 
 March 14, 2012 Shan Davis, Director of Global Marketing – FreightWatch “Aaron provided expertise and great direction in assisting our web team in defining and setting up an improved Google Analytics strategy. He brought a high level of expertise that helped us define and begin to execute an improved SEO strategy as well. He was a pleasure to work with.” June 15, 2012 Dan Stauffer, V.P. Marketing and Real Estate – McCoy’s Corporation “Aaron is a wonderful consultant for various projects. He helped us with SEO, SEM, Google Analytics and Multi-Channel Marketing. He brings terrific ideas to the table with a thought out plan on how to execute them. He's fun to work with and always available for questions after the project is done.” June 15, 2012 Susan Lee, Digital Creative Director – McCoy’s Corporation “Aaron is very knowledgeable in the areas of SEO, website analytics and general digital strategy. He is a tremendous resource and our Marketing group has some great actionable data because of his efforts. We highly recommend Aaron and will enjoy working with him again in the future.” July 27, 2012 Stephanie Thames, Digital Marketing and Public Relations Specialist – McCoy’s Corporation “Aaron supported the Dell GCC Account in a Digital Strategist capacity. He provided a comprehensive digital strategy for our marketing campaigns via Sicola Martin. Aaron was innovative, extremely creative and brought new ideas to live for our campaign. An example of his work can be seen in the portal module framework or as we call it the iframe. Aaron's work as part of the Sicola Martin team was very valuable and he was key in designing a solution that leveraged Dell's partner direct portal, while appropriately extending the marketing team's flexibility and capabilities. Aaron is always quick to help us resolve any last minute challenges that come up with a smile.” April 17, 2012 Kala Ranganathan, Director, Global Channel Marketing – DELL PartnerDirect “I have been fortunate enough in my life to work with the best of the best throughout the agency industry. Aaron is without a doubt one of those people that naturally shines. I have leveraged Aaron’s skills over a variety of different projects and I was always impressed by not only his unique creativeness on each campaign but his ability to constantly think outside the box, producing results far beyond my expectations. Aaron is extremely easy to work with, very professional and always on time. I highly recommend Aaron and look forward to seeing all the new projects that come his way.” August 21, 2012 Aundrea Grumbo, GCC Social Media – DELL PartnerDirect “I had the pleasure of working with Aaron while launching a new website, and he could not have made it a more fantastic experience. His diverse knowledge of usability research and website best practices led to a fantastic end-product. His client management style is easy going, but he always delivers in a timely manner.” January 18, 2008 Andrea Maconachy, Sr. Director of Strategy and Communications, Marketing – All Campus
 Resume – Aaron Orner "3
  5. 5. work experience Sr. User Experience Researcher, W.W. Grainger Austin, Texas | 2014 - Present Working as Team Lead, built the taxonomy research and development practice in-house. Coordinated cross-functional teams to identify and solve taxonomy challenges in the Grainger.com website. Leveraged crowdsourcing, qualitative interviews and subject matter experts to improve the taxonomy’s findability rate. UX & Marketing Consultant, Independent Austin, Texas | 2010 - Present As an independent consultant, my skills include marketing plan development, brand development, creative development, user experience, campaign optimization, search engine optimization, technical leadership, online media, and web analytics. I've lead teams to award winning work and proven ROI. Aaron Orner Marketing Strategy | Creative | UX | Communications Austin, Texas Area | Marketing and Advertising Current W.W. Grainger / Sr. User Experience Researcher, Team Lead Previous Y&R Austin / SicolaMartin, Interverz LLC, InSite Interactive Education ACA College of Design me@aaronorner.com 512.222.8371 (mobile) aaronorner.com Responsibilities / Skill Set ‣ Lead UX research and develop teams ‣ Lead cross-functional teams ‣ Conduct usability studies ‣ Analytics strategy ‣ Metric strategy ‣ Develop and implemented new process ‣ Managed executive communications and goals ‣ Ownership of Grainger.com taxonomy Clients / Accomplishments ‣ 2015 WOW the Customer Award ‣ Improved product findability by 20% ‣ Developed crowdsourced tree testing ‣ Built the UX Taxonomy team and practice ‣ Managed $1.2 MM annual research budget Responsibilities / Skill Set ‣ Concept and write commercials ‣ Design and develop websites ‣ Conduct usability studies ‣ Analytics strategy ‣ Metric strategy ‣ Manage SEO initiatives ‣ Produce corporate videos ‣ Sales Automation Clients / Accomplishments ‣ Levenson Group ‣ Church’s Chicken ‣ Frozen Ghost Vodka ‣ Targetbase ‣ McCoy’s Building Supply ‣ RoadOne IntermodaLogtics ‣ Stone Hill Winery ‣ Phunware Resume – Aaron Orner "4
  6. 6. Director Digital Strategy, Y&R Austin / SicolaMartin Austin, Texas | 2010 - 2012 Responsible for managing multiple simultaneous projects while overseeing the interactive production team. Lead recommendations for interactive vehicles (website development, rich media advertising, email marketing, mobile marketing, etc.). Responsible for success measurement, ongoing analytics and analysis. President, Interverz, LLC. Dallas, Texas | 2006 - 2010 Interverz is a variable data publishing service developed by Alan Sproat and myself. We launched Interverz in 2006. We designed the solution around our extensive experience in the marketing and advertising industry. My primary roles are develop marketing and sales strategies, oversee operations, and market awareness. Responsibilities / Skill Set ‣ Web Site Content / Design - ensure content is accurate; test ways to improve customer experience and conversions through design and content; track applications per Unique Visitor, application start rate, application completion rate as key metrics to improve ‣ Optimize site position in organic and paid search with content and technical improvements ‣ Apply strong analytic skills and business understanding to a wide range of industries ‣ Conduct research and analysis identifying issues ‣ Map business and brand vision leveraging industry dynamics related to projects ‣ Develop and present critical business thinking selling strategy, overall capabilities to clients. ‣ Serve as an account team partner in aligning marketing productivity with a client’s broader business goals and objectives Clients / Accomplishments ‣ Dell, Inc. - Designed marketing communication framework for global channel network. Enables Dell to send channel partners marketing/sales communications with an integrated user experience. ‣ Sybase, an SAP Company - Designed mobile strategy leveraging online media and mobile enabled websites and landing pages ‣ FreightWatch International - Designed the user experience and sales automation strategy for FWI’s 2012 website. ‣ BMC Software - Identified SEO and usability challenges on the bmc.com site. Developed recommendations to overcome the challenges and improve the website’s overall performance. Responsibilities / Skill Set ‣ Develop a strategic plan to advance the company's mission and objectives and to promote revenue, profitability, and growth as an organization. ‣ Oversee company operations to insure production efficiency, quality, service, and cost- effective management of resources. ‣ Plan, develop, and implement strategies for generating resources and/or revenues for the company. ‣ Approve company operational procedures, policies, and standards. ‣ Review activity reports and financial statements to determine progress and status in attaining objectives and revise objectives and plans in accordance with current conditions. ‣ Developed web analytics reporting strategy Clients / Accomplishments ‣ Created and lead $1.2M national product launch ‣ Closed $1.8M Visa, Inc. account Resume – Aaron Orner "5
  7. 7. Account Director, InSite Interactive Dallas, Texas | 2005 - 2007 As the Account Director, I designed & executed strategies for corporate and consumer brands like Virbac Pharmaceuticals, BNSF Railway, Trinity Healthforce Learning, and Empire Today. The strategies leverage email campaigns, website communication, SEO, etc. As the Usability Specialist, my role mostly centered around lab-based studies, statistical analyst, and solution presentation. Responsible for success measurement and ongoing analytics reporting and analysis. Director of Interactive, Euro RSCG Dallas, Texas | 2001 – 2005 The primary role was to turn consumer insights into marketing/business strategies, and develop fact-based strategic insights that effectively communicate the value of ideas and approach to both clients and prospects. I also developed and presented critical business thinking that sells strategy and overall capabilities to clients and prospects like Rent-A-Center, Footaction, Foot Locker, Pizza Hut, Church’s Chicken, etc. Working with a large team, I served as an account team partner in aligning marketing productivity with a client’s broader business goals and objectives. Responsibilities / Skill Set ‣ Web Site Content / Design - test user experience and conversions through design and content ‣ Search Engine Marketing - optimize site organic position and paid search rankings through content and page optimization; create and update dashboard metrics forecasting traffic. ‣ Work with multiple departments to develop, refine and execute Internet marketing programs ‣ Work with Business Analysts reporting results, conduct analysis and identify opportunities ‣ Provide Usability Analysis through Heuristic evaluations, lab studies, and focus groups. ‣ Apply analytic skills and business understanding to a wide range of tasks as they arise ‣ Conduct research and analysis of business situations, issues and problems Clients / Accomplishments ‣ Virbac Pharmaceuticals – Developed $1.2 million Internet marketing plan/strategy for 2006. ‣ BNSF Railway – Performed a successful Heuristic Usability analysis for nationwide intranet system and online price quoting system. ‣ Trinity Healthforce Learning – Developed $1.6 million Internet marketing strategy for 2006. Responsibilities / Skill Set ‣ Apply strong analytic skills and business understanding to a wide range of industries ‣ Develop fact-based strategic insights that effectively communicate the value of ideas and approach to both clients and prospects. ‣ Map business and brand vision and leverage interactive industry dynamics as it relates to project deliverables ‣ Develop and present critical business thinking that sells strategy and overall capabilities to clients and prospects. ‣ Serve as an account team partner in aligning marketing productivity with a client’s broader business goals and objectives Clients / Accomplishments ‣ Strategies developed an incremental $40 million for Rent-A-Center. ‣ Designed a strategic plan that generated 120% site traffic increase, 30% store traffic increase, and produced an estimated $100 million incremental ROI for Footaction. ‣ Developed a measurement method to improve the Footaction loyalty program initiatives. ‣ Created the Internet Marketing Department in September 2001 with no existing Client base. By January 2004, the department billing estimated $1.2 million. Resume – Aaron Orner "6
  8. 8. Digital Creative Director, TMP Worldwide Dallas, Texas | 2000 – 2001 As Creative Director I drove creative strategy with multiple teams developing quality creative solutions meeting clients business objectives. Demonstrated a deep understanding of user research, Content strategy, Copywriting, Design, Front-end development. Played a key leadership role working with Account, Strategic Planning, Media, Technology and Business Development to shape new opportunities by expanding current client relationships or forging new ones. Associate Creative Director, eLynx, LLC. Cincinnati, Ohio | 1997 – 2000 As Associate Creative Director, I was responsible for the development and execution of creative concepts for leading-edge Marketing and Web solutions. Demonstrated a deep understanding of user-centered research, copywriting interactive development and content strategy with core strengths in design and communications. Played an active role in shaping new opportunities, by expanding current client relationship or forging new ones. Responsibilities / Skill Set ‣ Concept and manage Creative product ‣ Manage creative teams and tracks of work ‣ Lead and direct creative team to completion ‣ Apply brand identity systems, typography, photography, color and other ingredients appropriately to create innovative visual solutions that meet business and user needs ‣ Visualize, design and conceptualize UX ‣ Create visual prototypes or screens ‣ Extend existing visual systems/brand guidelines across all mediums with moderate design changes or interpretation ‣ Quality assurance of creative deliverables ‣ Delegate day-to-day responsibility to other Designers, Art Directors, Senior Art Directors, Writers and Interactive Developers Responsibilities / Skill Set ‣ Concept, develop and manage a ‘best in class’ Creative product ‣ Manage creative teams ‣ Translate marketing objectives into creative strategies, present and sell to client ‣ Lead and direct creative team to completion ‣ Planning and estimation for complex projects ‣ Risk/issue management and resolution ‣ Experienced developing needs assessment, scope of project and cost models for creative services and contributing to managing P&L ‣ Attract, recruit and retain creative talent to grow the creative capability Clients / Accomplishments ‣ Developed B2B marketing plan. ‣ Strategies increased service sales by 32%. ‣ Designed Bekins Moving web site. ‣ Developed internal project management system for creative concepts. ‣ Designed Midas Go Ravin micro site. ‣ Developed Midas marketing site. Resume – Aaron Orner "7
  9. 9. Assistant Editor, PPS, LLC. Cincinnati, Ohio | 1996 – 1997 Responsible for all aspects of media production – video editing, 3D/motion graphics design, visual effects, sound design and mixing, color correction, and encoding. As Assistant Editor, I assisted with the setup and filming of on-location and off-site video productions: interviews, motion capture sessions, commercial shoots, b-roll, etc. Responsibilities / Skill Set ‣ Excellent multi-tasking and self-management skills, and also able to take direction. ‣ Advanced knowledge of A/V compression formats and codecs, along with experience using encoding software.  ‣ Expert knowledge of On-Line and Off-line editing systems ‣ Composited 2D/3D motion graphics design. ‣ 3D animation design. Assistant Editor, Orner & Warren Studio Dallas, Texas | 1995 – 1996 As Assistant Editor, I assisted Producers and Editors to create, publish, surface and shared content produced by the Studio. Assisted with the setup and filming of on-location and off-site video productions: interviews, motion capture sessions, commercial shoots, b-roll, etc. Responsibilities / Skill Set ‣ Excellent multi-tasking and self-management skills, and also able to take direction. ‣ Advanced knowledge of A/V compression formats and codecs, along with experience using encoding software.  ‣ Expert knowledge of On-Line and Off-line editing systems ‣ Composited 2D/3D motion graphics design. ‣ 3D animation design. Resume – Aaron Orner "8

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