Donna Viola has over 15 years of experience in digital marketing, analytics, and project management. She currently works as a Senior Digital Analyst at Pace Communications, where she manages web and digital analytics across various clients. Previously, she held positions at American Express Global Business Travel and American Express, where she performed tasks such as managing marketing websites, digital campaigns, analytics reporting, and project implementation. Viola has expertise in analytics tools like Google Analytics, SQL, and Python. She holds a Master's degree in Business Administration.

1. Donna M Viola
1 Old Mill Road Cell (336) 558-3095
Sewell,NJ 08080 donna.m.viola@gmail.com
Digital Marketing Project Manager
PROFESSIONAL SUMMARY:
Skilled Digital Marketing Analyst/Managerknown for working across multiple teams to deliver goal driven projects and
willingness to assist in any area. Displays a wide range of knowledge across many areas of the business:technology,
marketing, compliance, digital enhancements, project management, business travel,analytics and reporting.
PROFESSIONAL EXPERIENCE:
Pace Communications - Greensboro, NC 2015-Present
Sr. Digital Analyst
• Manage and implement all web and digital analytics across a diverse, blue chip client-base partnership.
• Assist in leading an emerging analytic department within the content agency.
• Steer data-driven insights on visitor behavior by analyzing website data on traffic patterns,navigation behavior, and content
engagement.
• Manage and clean data to measure website performance and build, maintain dashboards and monthly/quarterly reports.
• Manage implementation of analytics for new campaigns and new clients.
• Creatively think of new analytic experiments and analysis to lead projects.
• Identify content opportunities to support mission goals and key performance indicators.
• Create easy-to-understand reports that highlight performance and trends for digital initiatives.
• Serve as liaison to client’s technology staff and partners with respect to improving the efficiency of implementations, usage
and performance for Pace properties.
• Proactively identify opportunities and make recommendations to improve website effectiveness by drilling into website data in
order to improve engagement and performance.
• Perform and manage A/B testing for a variety of clients and projects, acting as a liaison between the account and development
teams.
• Produced/maintained analytics using distinguished tools such as: SiteCatalyst, Google Analytics, R-Scripting, SAS, SQL, and
Python.
American Express Global Business Travel – Greensboro, NC 2013-2014
Digital Marketing Analyst/Manager
• Managed 25 Global Business Travel Websites to ensure proper compliance, legal and content accuracy exceeding the goal of
3K leads per year with over 400K Wins for 2014.
• Managed the GBT digital channel management, Pay-Per-Click Marketing, Paid Search Channel tracking, Acquisition
Performance and GBT Leads/Wins reporting to identify enhancement opportunities within new prospect targeting increasing
productivity by 10%.
• Utilized Google Analytics to contourdigital strategies to increase online activity. – track Travel Managers online activity
navigations to determine which location on the Marketing site I should develop appealing verbiage around products and tools
to aid in increasing site productivity.
• Presented monthly customized dashboards/reports displaying performance metrics revealing critical trends,enhancement
opportunities,and providing valuable information to Clients and new travel management prospects increasing the click through
rate by 15%.
• Developed and managed Pay-Per-Click strategies within the Global marketing sites for Business Travel.
• Developed, managed and tracked the Search Engine Optimization for the Global Business Travel marketing sites.
• Accomplished digital projects for GBT site enhancements and 3rd Party marketing campaigns such as, Joint Venture Transition
updates,new GBT events marketing, continuous website improvements, etc.
• Domain Host (iQuanti) relationship manager via phone/LiveMeeting.
• Produced/maintained US and international analytics using distinguished tools such as: Eloqua, Salesforce, Google Analytics,
and Google Adwords.
American Express - Greensboro, NC 2011-2013
Membership Rewards Project Manager
• Managed MR Operations reporting and analysis on key metrics, track trends, gaps and identifying enhancement opportunities
for IMR processing.
• Upheld MR related CATs to ensure all servicing aspects of the issues are properly communicated and documented for CCP
reference.

2. Donna M Viola
1 Old Mill Road Cell (336) 558-3095
Sewell,NJ 08080 donna.m.viola@gmail.com
• Performed operational tasks by assisting with CM escalations through research and provide explanation of issue, with
recommendation for service recovery.
• Liaison between technology and Membership Reward Partners to ensure a timely and accurate resolution to
system/Cardmember processing issues.
• Back-up for Membership Rewards Internal Bonus Point Promotion setups created via the Mainframe for Marketing.
• Retained the MicroStrategy ID Validation process and USMR Sensitive Screens access certification to help reduce risk to
American Express.
American Express - Greensboro, NC 2008-2011
Digital Marketing Project Manager
• Managed/supported digital enhancement projects to drive the adoption of online activity while increasing paperless enrollment
rates for all Card products to over 8M users.
• Presented monthly customized dashboards/reports displaying performance metrics revealing critical trends,enhancement
opportunities, providing valuable information to Clients
• Finalized projects consisting of –Paperless Interstitial, EZ Activation, acquiring new third party relationships, Online Statement
enhancements and paperless marketing campaigns.
• Instituted $2.6M in Paperless re-engineering saves by launching an online Paperless Interstitial.
• Client (CheckFree/Fiserv) relationship manager via phone/LiveMeeting with 601K new enrollees during tenure.
• Managed the Statement Delivery Option flows in multiple online areas to ensure they are the optimized to drive enrollment and
in compliance with all Policies and Procedures.
• Worked with creative agencies such as: Digitas, Space 150 & iStudio (third party marketing vendors)on template layouts for
online redesign projects and marketing campaigns.
• Developed social media tweets on Twitter marketing the American Express website and tools.
• Produced a monthly re-engineering save of $250K by developing the EZ Activation Pilot.
• Performed operational tasks by assisting with Cardmember escalations through research and provided explanation of issue,
with recommendation for service recovery for over 3k MR Cardmembers.
• Analyzed & identified critical trends in monthly reports.
• Online paperless reporting by multiple channels utilizing Omniture, Checks & Balances, Alerts, and third party reporting tools.
• Online Statement activity including third party advertising, Marketing, and Online Card Activation utilizing Omniture
SiteCatalyst, VoCM website, and CMO reports.
• Administered testing and implementation of new Card Product launches on the Online Statement with condensed timelines.
• Evaluated complaint tracking/MYCA dashboard data to identify potential online enhancements increasing Cardmember
activity.
American Express - Greensboro, NC 2006–2008
Business Systems Analyst / Test Lead
• Created Test Plans, Test Conditions, & Test Scripts for assigned online enhancement projects followed by executing UAT
testing.
• Performed intensive Mainframe and Web (MYCA, SSP) User Acceptance Testing uncovering hundreds ofdesign/build issues.
• Analyzed, planned, risk assessed and managed technical processing and test executions for User Acceptance and
Implementation test phases.
• Coached four international team members in the creation of Test Plans, Test Conditions, Test Scripts, and executing/debugging
of automation scripts.
• Utilized a variety of testing tools, such as Quality Center and Quick Test Pro.
• Researched and analyzed requirements resulting from systemcreation or enhancements.
• Effectively communicated impacts, potential issues,and test planning approaches to project team in condensed timeline.
American Express Global Network Services- Phoenix, AZ 2004–2006
Business Analyst
• Primary System Administrator for GNS Applications (OpsNet, ExtraNet, InfoNet and FraudNet) and Dispute Resolution
Committee lead.
• Performed dispute resolution rulings for Issuers/Acquirers for Cardmembers/Merchants questioning a charge on their
American Express Card.
• Executed intensive GNS Online Web Service UAT Testing - analyzed and tested in E1-E3 Environment.

3. Donna M Viola
1 Old Mill Road Cell (336) 558-3095
Sewell,NJ 08080 donna.m.viola@gmail.com
• Provided support to GNS Partners/Employees for new GNS applicant access and password issues.
• Delivered quality support to POM’s for Partner issues and concerns.
• Participated in the GNS Online phase I & II internet development project.
• Analyzed and tested new CST Application (ExtraNet) in Phase I development and online features prior to production.
APPLICATION KNOWLEDGE:
MS Word ’07, Excel ’07, Power Point ’07, Outlook ’07, Access ’07, Publisher ’07, Project, Visio ’05, Axiom, Ariba Buyer,
AESP, ManageNow, Checks & Balances, Sharepoint, ODCT – Surelink, The Square_Sandbox, PORT, NPGR Dbase,
Quality Center, vendorreporting tool (Client Connect), Eloqua, Salesforce, Google Adwords,Google Analytics ,Omniture
Site Catalyst, Google Tag Manager.
EDUCATION:
THE UNIVERSITY OF PHOENIX - Graduate Program
Master’s Degree in Business Administration Program – Complete
THE PENNSYLVANIA STATE UNIVERSITY, State College, PA
Bachelor of Science Degree in Health Policy & Administration