Lela D.

Experience

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  1Password

  Director, Digital Web Experience

  Nov 2022 - Feb 2026

  • Led the AI-informed platform strategy, Contentful Personalization and Fullstory journey orchestration proof of concept to deliver context-aware experiences while complying with security requirements.
  • Successfully facilitated CRO and A/B testing pipelines to optimize acquisition experiences continuously, resulting in a 9% uplift in session-to-signup rates and 89% YoY.
  • Improved web capabilities for scalable design system, content editing, and publishing through a migration to Contentful CMS, enabling a full-site redesign, B2B-first strategy, and page-level optimization.
  • Partnered with data science and analytics to introduce funnel dashboards and journey diagnostics that guided data-driven roadmap decisions and prioritization.
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  Career Karma

  Group Product Manager

  Jan 2022 - Dec 2022

  • Led product vision, strategy, roadmap, and team responsible for Career Karma’s portfolio of logged-out digital properties. Managed a team of 3 product and optimization managers.
  • Guided product direction and execution in an agile SCRUM environment for Product, Engineering, Design, Analytics, and Marketing by translating the vision and strategy into a roadmap with well-defined milestones to grow user acquisition and revenue.
  • Drove feature definition and content testing to build a growth loop, increasing user acquisition attributed to the digital community.
  • Led product discovery with Design to improve the digital experience for logged-out user journeys. The new UI would make it easier for users to find the information they need to take the next step towards registering as a Career Karma member and accepting a match with a training program.
  • Drove product development and ran a/b tests to acquire net new users through the logged-out user journeys.
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  Dropbox

  Head of Web Experience

  Jan 2019 - Dec 2021

  • Led Dropbox website operations and top of funnel marketing web experiences. Managed a team of 10 SEO specialists, web operations, and web experience producers and partnered closely with Engineering and Design.
  • Led end-to-end deployment of Adobe Experience Manager (AEM) with capabilities and CMS template designs that supported Marketing’s B2B lead gen and B2C self serve campaigns and experiments. Reduced time to launch campaigns and experiments from months to days, gaining CMO recognition.
  • Collaborated with the Head of Product Design and Product Management to set direction for a new universal navigation UI. Built and tested new version with Product, Design, and Engineering. New UI gave users more content across the buyer journey without impacting revenue and was scaled across the rest of the website.
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  Dropbox

  SEO Lead

  Jan 2016 - Dec 2019

  • Created strategy and managed all aspects of SEO including the creation of the program from the ground up, hiring, agency selection, on-going development of high performing SEO talent.
  • Partnered with influencer marketing agency SuperFly to develop an influencer marketing campaign that generated more 1M in incremental traffic and more awareness of Dropbox’s value props for businesses and consumers.
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  Apple

  SEO Program Manager, Apple Retail Online (Americas)

  Jan 2014 - Dec 2016

  • Drove SEO strategy and built new website features for all Apple online stores across the Americas, the highest revenue driving region. Managed SEO agency of 2 people and prioritized work for 3 engineers.
  • Co-led the Apple Online Store migration (from store.apple.com to www.apple.com/store). Planned roadmap, ensured SEO UAT and proper indexing by Google. Drove 50% traffic online 3 months after migration.
  • Created automation process for page titles, meta descriptions, and redirects for the entire organization covering requests for thousands of pages. Wrote the product requirements (PRDs), prioritized work with Engineering, and built logic for new CMS UI that reduced implementation time from 5 to 1 day.
  • Audited Apple Watch launch, wrote requirements for optimizations, and partnered with Engineering to make changes. Generated SEO-friendly URLs by adding SEO tokens so each new product model and configuration could be discovered in Google, generating ~$90K/week in incremental revenue.
  • Convinced Product Management leadership not to EOL the Apple Online Store Q&A by conducting analysis on traffic and revenue vs. overhead costs. Ultimately preserving hundreds of millions in revenue and contributed significantly to doubling revenue growth across SEO program.
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  FRWD@Bain

  Senior Analyst - Engagement

  Jan 2012 - Dec 2014

  • Partnered closely with clients (e.g. General Mills and Deluxe) to identify opportunities, implement solutions and provide thought leadership across digital marketing best practices.
  • Created a data-driven content strategy with Head of Media, creating new methodology, coaching client teams on methodology, ultimately driving 70% more organic traffic vs. editorial content.
  • Served as client lead for Deluxe (B2B company), growing organic traffic by 400% with only 12% increase in cost.
  • Managed $100K in paid marketing budget for client Wagner and Regis. Strategized keyword targeting, managed CPC performance and reporting, partnered with design to create ads/videos, and generated conversions at a lower cost.
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  FindLaw

  SEO Diagnostics and Strategic Accounts Team Lead

  Jan 2010 - Dec 2012

  • Promoted to manage both the SEO diagnostics team and the strategic accounts team of 16 people. Coverage spanned the management and retention of $7M+ of annualized revenue.
  • Created a system to manage a backlog of 300+ tickets, ultimately turning the team around to exceed SLAs and production goals.
  • Built data-driven culture by partnering with analytics to create dashboards for the team (engagement, conversion, CPL, ROI) and coaching the team on forecasting search traffic and monitoring against targets for clients.
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  FindLaw, part of Thomson Reuters

  Senior SEO Strategist

  Jan 2007 - Dec 2010

  • Led strategy for and retained 5 of FindLaw’s highest spending accounts.
  • Increased relevant search traffic and improved rankings through diverse SEO tactics.
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  ArcStone

  Account Executive / Internet Marketing Manager

  Dec 2004 - Dec 2007

  ArcStone is a web development agency specializing in WordPress, marketing, and accessible web development.

  • Built digital marketing program that became a new revenue stream for the organization.