Katherine Watier Ong

gplus.to/KatherineWatier- @kwatier - www.linkedin.com/in/katherinewatier www.watier.org/katherine
Creative online marketing professional with 17 years of communications experience and 10 years of
experience creating and launching integrated marketing campaigns involving: SEO, SEM, social media,
and mobile tactics. Past campaigns have driven over 1.2 million visitors a month.

Skills




Leading online marketing teams
SEO, PPC, social media, mobile
Web and social analytics
Strategic product launch planning &
execution
Cross-departmental project
management





Online marketing training
Usability assessments and CRO
New product development
Sales and closing skills
Strategic partnership development

Career Profile
Owner, Taproot Digital LLC -taprootdigitalllc.com
7/15-present
 Provide digital marketing strategy, SEO audits and implementation, marketing automation/CRO
audits and training for a wide range of clients.
VP, Online Strategy and Market Insights – Ketchum, Washington, DC
10/12-7/15
 Led the online strategy team which developed online marketing strategies (SEO, online paid,
social media, mobile) for Ketchum clients globally which generated over $1.6 million for the
company in 2014.
 Personally conducted SEO, competitor, and Google Analytics audits; managed process to
implement SEO technical and content fixes; personally created filters and segments to ensure
clean data collection in Google Analytics. Delivered work largely remotely for the last year.
 Created outreach strategies. Led the team in link building outreach, researched link prospects,
evaluated link lists and email templates; developed online relationships with link prospects for
various clients.
 Developed and led execution of online marketing and mobile strategies for the award winning
HHS Office of the National Coordinator “Putting the I in Health IT” campaign, which won 23
separate awards.
 Led execution of US online marketing strategy for ONC/HHS, Cleveland Clinic, Express Scripts,
Gazprom, GMOAnswers.com, Hershey, Skyonic, ACC, HP, Sarah Cannon, and Clorox.
 Led Ketchum wide initiatives to use online and mobile analytics to demonstrate ROI for client
promotion, created usability testing plans to improve landing pages and inform web redesigns.
 Led social media customer service strategy, process/protocols and social media customer service
team for NY Heath Benefit Exchange (NYStateofHealth.ny.gov).
 Led, trained and managed a team of 8 online marketing staff.
 Created social media promotion strategies, reviewed content, created ongoing content strategies.
 Created online metrics analysis reporting process for the team and reports for clients.
 Created and executed online marketing and online analytics trainings for internal staff and clients.
VP, Social Media – Ketchum, Washington, DC
7/10-10/12
 Led in house training for staff on all online marketing tactics: SEO, paid online advertising, mobile
strategies, web measurement best practices, international search and social media.
 Created and executed the digital strategy for HHS’s Office of the
National Coordinator’s Putting the I in Health IT campaign and HealthIT.gov.
 Developed and executed fully integrated online marketing plans for Center for Medicaid and
Medicare, the Russia Federation’s ModernRussia.com.

1

Katherine Watier Ong
gplus.to/KatherineWatier- @kwatier - www.linkedin.com/in/katherinewatier www.watier.org/katherine

Provided online marketing training and online marketing strategic counsel to the following clients:
National Honey Board, Clorox, Conagra, CA Milk Advisory Board, University of San Francisco,
Families Fighting Flu, Kraft Mio, and Caris Life Sciences.

Director of Online Marketing - Environmental Working Group, Washington, DC
1/09 – 4/10
 Managed team of 4 employees, 8 unpaid interns, and outside web and print designers in a print,
email, web marketing and web development department.
 With 4 months of effort increased traffic to www.ewg.org by 85% in 2009.
 Created an online marketing plan that drove over 1 million visits to ewg.org in September ’09.
 Audited/fixed Google Analytics implementation, set KPIs, established monthly reporting process.
 Established team and web development processes, selected and implemented Central Desktop,
developed internal online marketing training programs.
 Reassessed server infrastructure, moved hosting & set plan to re-architect servers and conduct
load testing for greater stability.
 Developed plans to eliminate press clip scrapping, to eliminate duplicate content, and to redesign
the site to scale with traffic.
 Hired staff, created work plans, monitored yearly email fundraising calendar, managed execution
all online products.
 Personally managed all SEO, PPC and execution and set social media strategies.
Online Marketing Consultant
1/08-7/10
 Provided SEO & social media audits, training and strategy sessions for SCORE, Ketchum PR,
Leadership Alexandria, Volunteer Alexandria, International Food and Information Council, GHI
International, TechLiterate, Westat, Cystic Fibrosis Foundation and others.
Director of Online Strategies -OMP Direct, Washington, DC
4/08 – 11/08
 Worked with OMP's president to develop online services offering and integrated marketing
analytics for their clients.
Director of Internet Marketing - Points of Light & Hands On Network, Washington, DC
9/07- 2/08
 Led the valuation of the merged organization’s 35+ web properties through analyzing domain
traffic, PageRank and number of inbound links
 Ran online marketing and web analytics webinars for Points of Light Foundation (POLF)
members.
Director of Marketing & Sales, 1-800-Volunteer.org - POLF, Washington, DC
11/04-9/07
 Created and executed SEO and SEM strategy for 1-800-Volunteer.org and HelpinDisaster.org
including: link building, Web 2.0 strategy, establishment of web analytics tracking (Omniture),
customer online marketing and web analytic training, and developed online partnerships which
led to a 100% increase in traffic year over year.
 Developed and executed the 1-800-Volunteer.org sales strategy & process resulting in market
dominance in 3 years.
 Created communications strategy, $350,000 budget and plan for 1-800-Volunteer.org and
HelpinDisaster.org including: brand development, search engine optimization and marketing, viral
marketing, user marketing training and tools, national and local press strategy and marketing
collateral.
 Assisted in product feature selection and testing, and market positioning of 1-800-Volunteer.org.
 Established local and national press strategy for 1-800-Volunteer.org and HelpinDisaster.org.
Marketing Communications Manager - Utilities Telecom Council, Washington DC

5/04-10/04

2

Katherine Watier Ong
gplus.to/KatherineWatier- @kwatier - www.linkedin.com/in/katherinewatier www.watier.org/katherine

Developed print and online marketing strategies and materials for UTC’s corporate verticals:
research, spectrum services and membership sales.

Field Manager - National Youth Service Day - Youth Service America, Washington DC
11/02- 5/04
 Managed and provided media relations support for 50 lead agencies resulting in over 320 million
media hits; coverage from Los Angeles Times to Washington Post to Miami Herald and all major
network TV affiliates.
Business Development /Tech Consultant - Barquin International, Washington, DC
7/01-10/02
 Led redesign strategy, development, usability testing, and SEO/SEM strategy and web analytics
for www.barquin.com and www.idf-co.com.
 Wrote a website usability analysis for USDA’s REEIS System, and redesigned the online
datawarehousing system’s navigation and design using Oracle Portals.

Computer Expertise
Languages: HTML, CSS, RegEx. Software: Wordtracker, Keyword Discovery, Google Adwords keyword
tool, Radian 6, Sysomos, Brandwatch, Hootsuite, Buffer, Desk.com, Buzzstream, SEMRush, Screaming
Frog, Moz tools, Google Analytics, Site Catalyst, Web Trends, Salesforce, Base Camp, Central Desktop,
Active Collab, Drupal, Wordpress, Adobe Creative Suite, Microsoft Office and various other office
applications.

Training and Public Speaking
Keynote or workshop speaker at: Online Marketing Institute professor (2013-2014), OMS San Diego
(2013), SES Chicago (2012), EXL Pharma Conference (2012), DC Digital Capital Week (2011), HHS
ONC’s Annual Conference (2010 & 2011), PRSA Nonprofit day (2010), American Marketing Association
(2009), FL Governor’s Hurricane Conference (2006), Northwest Network Conference (2008), National
Conference on Volunteering and Service (2005 & 2006), Delaware Volunteerism Conference (2008),
Democracy in Action Conference (2008), and NTEN Conference (2008).

Education & Training
Online Marketing Training & Certifications:
 Hubspot Inbound Marketing Certification
(2015)
 Hootsuite (2013)
 Google Analytics Mobile App Analytics
Fundamentals (2014)
 Google Analytics Ecommerce Analytics
(2014)
 Google Analytics Platform Principles
(2014)






Google Analytics Digital Analytics
Fundamentals (2013)
Adwords Advanced Account and
Conversion Optimization (2010)
Inbound Marketing Certification (2009)
Market Motive Web Analytics
Certification class (2009)
Epik One Google Analytics Advanced
Technical Implementation (2009)
Bruce Clay SEO Toolset Training (2008).

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M.A. Georgetown University
9/00-5/03
Thesis: (2003) Marketing Wearable Computers: An Assessment of Early Consumer Adopters’
Feelings
and Attitudes toward Wearable Computers. Georgetown University, Washington, DC

B.A. Hampshire College
9/94-5/99
Thesis: (1999) An Evaluation of 4-H’s Teen Programming. Hampshire College: Amherst, MA


Awards/Affiliations

Member of Moz, D.C. Web Women, SEMPO. Past coordinator of the DC/VA/MD Search
Marketing Meetup events. Former member of Digital Analytics Association, PRSA and AFP.
Honored with the establishment of the Katherine Watier Green Award.

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