Melanie Phung

SEO, content development, online marketing, photography

Résumé


What I do: Search engine optimization (SEO), content development, online marketing and social media.

 

The secret of joy in work is contained in one word: excellence. To know how to do something well is to enjoy it.
-Pearl Buck

Experience

PUBLIC BROADCASTING SERVICE (PBS), Crystal City, VA
Director, New Media, April 2010 – present

  • Serve as in-house SEO and content strategist for PBS’ online properties; Responsible for defining best practices and product requirements across multiple web properties.
  • Deliver training via webinars and blog posts, and provide producer-specific SEO consulting for beloved PBS brands such as Masterpiece, NOVA and others.
  • Prioritize and drive UX and SEO improvements across pbs.org sites and products, including feature and requirements definitions.
  • Provide ongoing data and metrics analysis to help web producers and other decision makers capitalize on promotions opportunities. Track traffic and engagement stats and make data-driven editorial decisions.
  • Previously, manged editorial calendar and daily content updates to homepage; wrote promotions to drive visitors to high-priority content.

RED ENGINE DIGITAL, McLean, VA
Director, SEO and Internet Strategy, February 2009 – April 2010

  • Launched and ran day-to-day social media campaign for CARE, growing audience reach and earning kudos for social media engagement during Haiti crisis (See DMNews: CARE Reaches Donors by Joining Search, Social)
  • Provided search engine optimization services to a variety of nonprofit and association clients; grew organic search traffic for target keyword groups by over 300%

NEW MEDIA STRATEGIES, Arlington, VA
Sr. Manager, Search Engine Optimization, January 2008 – February 2009

  • Partnered with client services teams to incorporate SEO into ongoing social media campaigns
  • Consulted on consumer-facing social media strategies utilizing communities like Twitter, Digg, StumbleUpon, Flickr and other Web 2.0 platforms
  • Coached internal social media teams on content development tactics for blogs

INPHONIC, INC (Wirefly.com), Washington, DC
Sr. Manager, Search Engine Optimization, May 2005 – January 2008

  • Launched SEO program for InPhonic’s largest e-commerce Web site, Wirefly. Directed on-site, off-site and technical aspects of SEO strategy, including multiple microsites.
  • Managed staff of full-time copywriters and SEO marketers engaged in content creation, competitive research, social media optimization, etc.
  • Responsible for driving sales in the highly profitable organic search sales channel
  • Initiated a successful online reputation management (ORM) campaign

U.S. CHAMBER OF COMMERCE, Washington, DC
Electronic Content Editor, July 2002 – May 2005

  • Maintained editorial and technical quality assurance for online communications, including newsletters and corporate Web site
  • Produced in-house style guides and training materials, and educated authors on best practices
  • Created original content for Web site and flagship e-mail newsletter, as well as edited content of affiliated electronic publications
  • Ghostwrote weekly commentary bylined by U.S. Chamber president and CEO, and reported on legislative news
  • managed setup and technical production of all electronic newsletters and other communications using broadcast e-mail program
  • In coordination with the Art and IT departments, created and implemented HTML templates and standards

TELECOMMUNICATIONS INDUSTRY ASSOCIATION (TIA), Arlington, VA 
Manager, Publications, April 2000 – July 2002

  • Managed editing, copy writing, production, distribution and content sharing agreements of online and traditional publications, as well as marketing collateral
  • Researched and wrote feature articles to support TIA positions and promote the association’s visibility
  • Coordinated content portion of award-winning Web site redesign Maintained quality control of e-mail marketing campaign, Web site content and print promotions
  • Led promotion of 300-page market review publication — including developing marketing plan, coordinating public relations efforts and managing distribution channels
  • Edited and produced annual reports, including award-winning Standards & Technology Annual Report (STAR)

 

 

EDUCATION and DISTINCTIONS

GEORGETOWN UNIVERSITY, Washington, DC
Graduate School of Foreign Service
M.A. German and European Studies
Center for German and European Studies Merit Scholarship

SANTA CLARA UNIVERSITY, Santa Clara, CA
B.S. Political Science Magna cum laude
Phi Beta Kappa
Shallo Prize for achievement in Political Science
Study abroad merit scholar, Humboldt Universität zu Berlin, Germany