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Katherine Watier Ong

@kwatier - ​www.linkedin.com/in/katherinewatier
202-930-1744 ​https://wostrategies.com/

Creative online marketing professional with 21 years of communications experience and 14 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.

Career Profile
Owner, ​WO Strategies LLC wostrategies.com ​7/15-present
● Provide digital marketing strategy, SEO audits and implementation, marketing automation/CRO
audits and training for a wide range of clients including NOAA Fisheries; National Cancer
Institute, HHS Office of the National Coordinator, Rollcall, Razoo, The Story Exchange, WATT Ag
Media, INK Communications, Legends of Learning and others.
● Client results include:
o Cancer.gov: 79% increase in total number of clinical trial related keywords based on
recommended SEO technical change
o American College of Cardiology: A SEO technical recommendations was implemented in
March 2019, result in ranking for 40k additional keywords one month later.

VP, Online Strategy and Market Insights – ​Ketchum, Washington, DC 10/12-7/15


● Led the online strategy team of 8 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.
● 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 (HealthIT.gov),
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 social media customer service strategy, process/protocols and social media customer service
team for NY State Health Benefit Exchange (NYStateofHealth.ny.gov).
● 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.
● Personally conducted SEO, competitor, and Google Analytics audits; managed process to
implement SEO technical and content fixes; audited and cleaned up Google Analytics accounts.
● 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.
● .Created social media promotion strategies, reviewed content, created ongoing content strategies
as well as online metrics analysis reporting process for the team and reports for clients.
● Honored to be ​Top 40+ Digital Strategist in Marketing for 2014

VP, Social Media ​– Ketchum, Washington, DC 7/10-10/12


● Developed and executed fully integrated online marketing plans for the Center for Medicaid and
Medicare, the Russia Federation’s ModernRussia.com.
● 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.
● 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.

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.

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Katherine Watier Ong
@kwatier - ​www.linkedin.com/in/katherinewatier
202-930-1744 h ​ ttps://wostrategies.com/

● 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.

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, social media 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


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

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.

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Katherine Watier Ong
@kwatier - ​www.linkedin.com/in/katherinewatier
202-930-1744 h ​ ttps://wostrategies.com/

Computer Expertise
Languages: ​HTML, CSS, RegEx.

Software: ​Radian 6, Sysomos, Brandwatch, Hootsuite, Buffer, Desk.com, Buzzstream, Buzzsumo,


Crazyegg, SEMRush, Ahrefs, Screaming Frog, Deepcrawl, Moz, BrightLocal, Google Analytics, Google
Data Studio, Google Tag Manager, Adobe SiteCatalyst, Web Trends, Salesforce, Base Camp, Central
Desktop, Active Collab, Drupal, Wordpress, Adobe Creative Suite, Microsoft Office and various other
office applications.

Public Speaking and Trainings Conducted


Keynote or workshop speaker at: ​Voice Summit (2018), 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
M.A. Georgetown University
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


Thesis: (1999) An Evaluation of 4-H’s Teen Programming. Hampshire College: Amherst, MA

Awards/Affiliations
Coordinator of the DC/VA/MD Search Marketing Meetup events. ​Featured on ​Forbes​’ Outstanding
Women in Analytics list. ​Honored with the establishment of the Katherine Watier Green Award.