William C. Vela has over 15 years of experience in digital marketing, search engine marketing, pay-per-click advertising, and lead generation. He has held marketing roles at various companies where he developed and executed online marketing strategies, managed PPC campaigns, analyzed data and optimized initiatives. The document provides an overview of his work experience, roles, responsibilities, and technical skills in online and offline marketing.

1. William C. Vela
3100 Coral Springs Dr.
Coral Spring, FL 33065
wcvela@gmail.com - 954.451.9399
EXECUTIVE PROFILE
Bi-lingual Marketing professional over 15 years of experience emphasis in B2B, B2C, SEM-PPC, SEO, Email, Display
management & Content creation. (Lead generation, Landing Page, Analytics, CPA, CPC, Affiliate marketing) Developed
short & long term marketing strategies meeting specific business strategies solidifying positioning, while always keeping
company’s brand in mind. In-depth knowledge of online acquisition methodologies: device, demographics, location,
targeting, retention and re-marketing initiatives to achieve maximum customer value. (E-mail, Text msgs & Voice
Broadcast) Integration of offline & online strategies. Ability to translate consumer behavior & clicks into actionable
measurable initiatives. Using best of breed online tools: Coremetrics, Omniture, Webtrends, Clicktracks and raw Clickstream
log server reports. Multi-Channel: Strategies drive traffic driven sites. Utilizing: Print, Direct Mail, DRTV, Radio, PPC,
SEM, SEO, Media Buys, Email Marketing, Pay-Per Call, Affiliate marketing and Call Centers to maximize ROI.
EXPERIENCE
Independent Consulting July 2013 to Present
Lead Generation / Digital Marketing
Automotive PPC: Offleaseonly.com used Car PPC campaigns and pay per call campaigns – 37% Increase Calls & Leads
Medical Fertility PPC: NYC Fertility facility managed PPC campaigns & pay per call campaigns – Local Conversions 28%
National Network of Lawyers PPC: Managed PPC campaigns leads and pay per call campaigns – 120 Daily Pay Per Calls
HVAC: Repair Install & Appliance Repair: Managed PPC campaigns leads & pay per call campaigns – Up 29%
Intervisual Technology, Inc., Hollywood, FL June 2002 to 2013
InterVisual Technology internet consulting, e-web development, web design, business system integration and other business
solutions for B2B & B2C. InterVisual Technology provides solutions meeting business objectives through online &
traditional advertising formats. IVTG provides online branding, e-commerce lead generation systems, web site usability
studies, analytical reporting, recommendations and implementation of digital initiatives. SEO strategies, link strategies, PPC,
shopping feeds, landing pages, set-up and management, email strategies and management: In Tier I & II search engine
platforms: Google, Yahoo, Bing, Ask and AOL.
 Medical Supplies, Miami, FL Sept 2007 to June 2008
Search, Director of Development
Medical Supplies online sales of (Wheelchairs, Scooters, Portable Oxygen Devices) over 1000 items accessible to online
search consumers. SEO, Paid inclusion & Sponsored Ads – Tier I & Tier II - Shopping Feeds Recommended redesign and
creation of product relevancy & usability landing pages– redesign of online landing pages to generate sales additional sales,
acquired sales calls via voice broadcast “lead generation” using paid search initiatives. “PPC” and CPC solutions/ increasing
product sales, introduced membership and re-orders (Live chat installs Whoson, transactional emails, auto responders,
transactional emails, record message scripts, web callback forms) increased monthly revenue by 42%.
• Mentored, managed & supported all sales, customer service representatives tracked incoming sales, lead call
volume, form fill-out requests, sales and site visitors live chat.
• Provided post-online reporting for newly sold product roll-outs and existing site products.
• Researched keyword density and created, enhanced and managed all keyword campaigns.
• (Wordtracker) Google sandbox, Tools, & manual research. Raw log server files
• Performance reporting and analysis through the use of Clicktracks, Email Labs, iContact
• Maintained relationships with search vendors, affiliate networks, ad-networks and partners.
• Transitioned agency managed SEM programs to be managed by in-house team.

2.  Stevco Group, Oakland Park, FL Aug 2005 to Aug 2007
Search, Director of Development
Built and managed the in-house interactive marketing department. Which supported company’s online web properties:
Real Estate, Mortgage, Financial, Title, BPO Services, Software & Education. Set-Up all Campaign Management
• Planned, designed, created and executed & launched online campaign initiatives
• Directed programmers, web designers, graphic designers, product managers with, deadlines and schedules
• Conversions chat, pay per call - Ingenio, voice broadcast, display ads, commercials and web call back forms.
• Ad-scheduling for in-house Mortgage, Credit Repair, custom CRM software, Title, Real Estate and Loan Processing
• Analysis of keywords and click-stream, using competition SERP Google Trends, Adwords, Bing, Word-tracker,
Keyword Discovery, Clickstream Reports, and Raw Log server files.
• Report analysis of conversions and behavior. 'acquired keyword data” segmented and streamlined user profiles:
enabled analysis of CPA, multi-variant testing.
• Maintained relationships with search vendors, email, affiliates, ad networks & partners.
• Directed, built and managed in house Internet advertising team of 23 people.
• Hired interactive media positions, developers, web designers and graphic artists.
 Virtual High School, Hollywood, FL April 2003 to May2005
Search, Director of Development
Virtual High School is a distance learning online High School committed to offering opportunities for a quality college
preparatory education that is accessible to students any time-any place online. Virtual High School of Excellence is a
nationally accredited online private school, which is accredited by the National Private Schools Accreditation Alliance and
CITA SACS CASI.
• Developed, created, implemented online paid search campaigns initiatives for all schools
• Online diploma programs e.g. Grade level 6-12, Adult HSEQV and individual classes on various SEM Platforms
e.g. Google, Yahoo, MSN, Tier I, Tier II and all Display Ads.
• Supported product managers with client reporting and program measurement.
• Set up all keyword campaigns through keyword analysis.
• Provided performance reporting and analysis.
• Maintained appropriate and responsive working relationships with large SEM reps (Diamond Account Reps), as
well as other search vendor’s teams assigned to the account.
• Search engine marketing functions, processes, trends within the search engine landscape, i.e., Keyword Ad ranking,
bid ranking, Day-Parting, Tracking, AB testing, Multi-Variant testing. Worked with various departments.
• Reconciled and tracked SEM contracts and billing monthly or as needed.
• Managed a growing Internet advertising team of 17 members.
• Hired of all qualified online candidates for all search and interactive media positions.
 University Alliance - Bisk Education, Tampa, FL Feb 2003 to May2003
Search, Director of Development
Bisk Education, Inc. largest exclusive e-learning provider “LMS”. Together with its educational providers; Villanova
University, Tulane University, University of South Florida, Regis University, Saint Leo University, Jacksonville University,
Florida Institute of Technology, The University of Scranton, Nova Southeastern University and Notre Dame, Bisk makes
available an extensive array of the most in-demand degrees and certificate programs for working professionals. The total
enrollments in these programs exceed 550,000. I restructured and managed paid listings on all bidding platforms, oversaw
and implemented daily keyword management for eleven universities and online accounting legacy products on all search
engine marketing platforms managing campaigns and budgets in excess of 10 million dollars.
• PPC initiatives tier I & II search engines and Pop-ups CPV, Contextual and Behavioral marketing efforts.
• Third-party project management software and core reporting applications helped define methodologies, services,
needed man-hours and delegation of implementation increasing lead generation
• Tracking measurement tools for reporting and accounting purposes e.g. Atlas, Atlas Search, Web Trends 7, URL
Tracking & Appending - Reporting GGL - OV conversion codes, product source codes, form fill-out conversion rate
for Goggle, Overture, FindWhat, Enhance, Metrics Direct. Goggle - Agency Status Level Advertising Accounts,
Overture - Diamond Accounts - Overture Paid Inclusion.
• Analyzed campaign metrics, ROI metrics, optimization, program specifics, including creative, ads and positioning.

3. • Implementation management of SEM - ROI Tracking software URL appending creation and url redirect platform
launched processes and procedures to further enhance conversion levels for web search visitors.
• Managed SEM vendor relationships, interacted with search engine/vendor contact for insertions orders, ad serving
contracts, financial terms, service levels and additional design duties.
 Contractors Exam School, Miami, FL July 2002 to Dec 2002
Director, Business Development
Contractors Exam School is one of South Florida’s largest providers of Continuing Education for the Construction industry in
Florida. They had over 5 offices throughout the state of Florida and have trained over 150,000 contractors. CES has been in
business for over thirty years and has been providing programs to help candidates pass county and state license exams.
Responsibilities include:
• Led advertising marketing efforts to support revenue and growth (Print, Radio, TV & Online)
• Online initiatives to grow media audience implemented strategies.
• Maximized revenue streams for existing and new products, including new customer
• Retention, up-sells and reorders, email marketing campaigns, recommended new product specific web sites,
affiliate relationships, - PPC campaign program implementation and development.
• Development of search marketing strategies, goals, budget, and revenue objectives.
• Management of search campaigns, meeting companies ROI and product budget requirements.
• Bid adjustments, ad creation and landing page modifications improving performance
• Client approval and review of product program performance (Revenue)
• Made recommendations for new keyword and new ad copy tests to owners.
• Maintained monthly reports and informed status, trends and new keyword conversions.
• Evaluated results and identified areas requiring optimization further modifications.
• Rolled- out new search marketing initiatives based on analysis of campaign results.
• Defined business processes for fulfilling company's search marketing solution.
The-eCorporation.com, Inc., Hollywood, FL March 2000 to June 2002
VP Director, Business Development
An e-solution consulting provider for small to large businesses; e.g. Web Design, Hosting, E-commerce, Traditional
Marketing, Premium Search Engine Marketing solutions and Pay per click initiatives. Responsible for Internet marketing
projects that included email marketing, affiliate programs, advertising, viral marketing, contests, e-metrics, opt-in email, pay-
per-click, keyword positioning, SEM – Yahoo and installed base marketing. Develop comprehensive and competitive
keyword lists for search engine marketing campaigns for various SEO initiatives for small and large businesses. Researched
competitor web sites and verticals to implement and integrate offline advertising and strategic initiatives which supported the
development of client keyword lists. Developed and maintained a database of millions of keywords which could be used for
future search engine marketing campaigns. Utilize viral marketing programs to increase traffic and sign-ups for Web site
services and solutions.
Manage quality of the team’s customer service and work production. Accumulate and update marketplace intelligence for
new product marketing launches. Implemented and modified all activities for achieving the CEO directives. I establish and
maintained profitable effective relationships and open communication with numerous partners and departments. I managed
the creation and updated all internal production tracking and workflow. Assessed and developed technical, tactical, strategic
plans, systems definitions and feasibility determinations. I was responsible for ensuring resources were effectively deployed
to meet stakeholder’s requirements for all new programs, enhancements, ongoing maintenance and support of existing
programs and systems. Developed short and long term product/service roadmaps based on the feedback from our strategic
partners. Ensure effective control of marketing results to ensure achievement of marketing objectives within designated
budgets. Develop Internet marketing and sales tools for the sales force to utilize in securing new business.
• Inside Sales – Out Side sales of web site development for businesses discuss implementation and initiatives needed
for integration of online marketing strategies, budgets, and objectives.
• Consulted prospective clients regarding implementation of business initiatives, ROI and budgets required to
accelerate business inquires and increase revenue.
• Campaign monitoring made adjustments to improve campaign performance based on metrics
• Client meetings and presentations to acquire new and maintain existing clients.
• Review of initiated programs efforts and client campaign performance
• Recommendations for new direct mail, direct response TV campaign launches

4. • Presented all monthly reports to inform the status and key developments.
World Wide Web Institute, Inc. Ft. Lauderdale, FL Oct 1998 to Feb 2000
Online Director of Marketing
WWWI was the first global pioneer of B2B web site development and marketing solutions to small and large businesses.
I designed an online marketing strategy that increased revenue from $2.5 million to $17.5 million in the first 18 months and
helped take the company public. I managed multiple online marketing programs simultaneously in four countries
(USA, CANADA, South America, Australia) resulting in six consecutive quarters of growth. These marketing activities
resulted in the acquisition of 16,000 web sites and 500,300 email users in only18 months. I implemented and created
up-grade programs targeting new and existing customers. The programs successfully increased revenue immediately in four
countries adding additional services and products. I routinely optimized all advertising campaigns by adjusting creative,
copy, web site content; opt-in email curative’s to reduce cost per acquisition by 47%. I developed relationship marketing
initiatives with ISP’s. The creation of affiliate programs exceeding goals resulting in 1,100 affiliates and 4,000 additional
niche global web sites. I assisted senior management to develop products and services that which met customer needs.
I reviewed product categories, identifying vendors, conducting product evaluations, business case studies, architectural
structuring, executing and negotiating agreements, developing and executed marketing plans and programs, both short and
long range, to ensure the growth and expansion of the company products and/or services on a global scale in different offices.
(e.g. SEO and Paid Search for existing clients)
I scheduled and developed communication and rollout strategies; program and market initiatives, for corporate, satellite and
international offices. Our Fort Lauderdale offices were responsible for evaluating market response for all advertising
programs, and product packaging, branding to ensure the timely adjustment of marketing strategies designed to meet the
changing online market landscape and competitive conditions. The timely Implementation of changes in basic structure and
organization of the marketing departments ensured the effective fulfillment of objectives assigned to it. I was responsible for
implementing marketing initiatives for international corporate offices located in Australia, Brazil, and Canada. I developed
and maintained a sound comprehensive view of company's primary competitors. I prepared marketing reports for CEO and
the Senior Staff, monthly, outlining the organizations marketing efforts. The Fort Lauderdale office managed the Internet
advertising campaigns, including banner ad campaigns, web site sponsorships, e-newsletters, and stand-alone emails and
shared. I developed Link exchanges campaigns with relevant network of B2B global ISP web sites and obtained listings in
major online directories and country specific search engines. I was responsible for the production policies and procedures for
the company’s US and foreign production offices in four countries.
Lens Express, Inc., Ft. Lauderdale, FL Nov 1992 to Jan 1996
Director of Marketing
America’s first contact lens distributor; helped develop and create a successful diverse marketing plan, still being used today
by several companies. (e.g. 1800PETMEDS) I managed Print, Radio, TV and online marketing budgets exceeding
17 million. As a result Lens Express achieved desired marketing objectives and goals, the company grew at a rate of 25-37%
each year for three consecutive years. I was responsible for implementation of additional revenue departments that reached
out to global markets including online services (“CompuServe-Text Based E-commerce”, “America Online – Marketplace”,
Prodigy, GNN and our own ecommerce web site). This new frontier quadrupled prospects and new customers.
Developed effective integrated targeted campaigns. The first online reverse direct marketing campaigns integrating direct
mail, television and radio. I conceptualized, created and developed, launched and managed a corporate e-commerce website
(www.lensexpress.com) streamlined sales process and global expansion.
The marketing team reduced costs and improved new customer acquisition. I developed the company's overall Internet
marketing strategy. Designed, created, and deployed trade-show booths that the company used as branding tool to participate
in trade-shows across the United States. My team utilized an arsenal of print magazine insertions, TV, Radio, email
broadcasting, e-newsletters, email incentives, and the emailing to existing customer database of over eight million.
I planned, implemented, and managed all advertising, public relations initiatives, activities including: branding, media
planning, media buying, copy-writing, customer membership, discount club, press release distribution, advertising, radio
co-marketing, publicity, trade-show and commercials with Lynda Carter. Launched corporate and consumer newsletter which
allowed customer feedback channels; and created ongoing dialogue between customers and prospects.
EDUCATION
School of Visual Arts, New York, New York - B.FA Marketing, 1987
TECHNICAL SKILLS

5. MAC & PC Operating Environments, Photoshop, Quark, Illustrator, Dreamweaver, Atlas DMT, Atlas Search, Web Trends
on Demand, Clicktracks, Familiar with PHP and ASP programming initiatives. Marin Software, Kenshoo & Ominture

6. MAC & PC Operating Environments, Photoshop, Quark, Illustrator, Dreamweaver, Atlas DMT, Atlas Search, Web Trends
on Demand, Clicktracks, Familiar with PHP and ASP programming initiatives. Marin Software, Kenshoo & Ominture