Joey Herzberg
Georgia, U.S.
706.627.7850
joeyherz@comcast.net
I create customer centric digital experiences using my diverse background in website design and development while adhering to UX best practices. My passion for the optimal user experience starts with quantitative metrics where I enjoy delving into data to understand how visitors are interacting with the website. Researching analytics data allows me to find opportunities to enhance the user experience and ultimately improve upon key metrics that are critical to the business. Through A/B testing I can experiment with new ideas and concepts using measurable data to validate my hypothesis. This process has allowed me to find creative solutions for business problems through impactful recommendations which improves engagement and drives conversions.
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- JANUARY 2021 - PRESENT
- AMAZON WEB SERVICES (AWS) | REMOTE
- Sr. Website Optimization Manager
- Own the website testing strategy to align with business objectives, driving account creations and product adoptions.
- Spearhead A/B testing and conversion rate optimization (CRO) initiatives, increasing test velocity by 68% and improving conversions through data-driven insights.
- Led iterative testing of product detail page template redesign, significantly increasing signup rate by 2.8%, hero CTR by 21%, and average scroll depth by 170%.
- Led SEO optimizations, improving organic visibility through technical SEO improvements, on-page enhancements, and content alignment.
- Optimized PPC landing pages in collaboration with Acquisition and Search teams to align paid traffic with website experience.
- Developed executive-level dashboards to track website performance, presenting key insights to leadership.
- Utilized the following technology:
Adobe Analytics | Adobe Target | Adobe Experience Manager | Google Search Console | seoClarity- MAY 2015 - DECEMBER 2020
- TAXSLAYER | AUGUSTA, GA
- Web Design / Optimization Manager - UX Team
- Led website optimization and conversion rate improvements, increasing form completions by 37% and new account creations by 10% through data-driven strategies and collaboration across teams.
- Enhanced the user journey by implementing personalized, data-driven strategies, resulting in a 28% increase in homepage CTR and improved engagement metrics.
- Contributed to a 34% increase in account creations by adding personalized CTAs to the refund calculator screen, based on user research and customer segment analysis.
- Created end-to-end analytics dashboards and executive-level reports on channel performance, presenting key findings and actionable insights in weekly syncs with the CMO and Head of Digital.
- Championed technical SEO improvements, including internal linking strategies and metadata optimization, driving a 34% increase in organic account creations and overall site visibility.
- Launched personalized homepage hero messaging, increasing CTR by 28% through close collaboration with UX, product teams, and leveraging advanced targeting techniques.
- Utilized the following technology:
Google Search Console | Google Tag Manager | Optimizely
Adobe Analytics | Google Analytics | Hotjar
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- JANUARY 2011 - MAY 2015
- TAXSLAYER | AUGUSTA, GA
- Senior Web Designer - Marketing Team
Designed, coded and deployed SEO friendly webpages on the marketing website. Launched company blog, micro-sites and landing pages to stimulate organic growth and appeal for TaxSlayer’s product offerings. Conducted rigorous QA processes to ensure compliant code that is free of bugs and defects.
- Utilized the following technology:
HTML | CSS | jQuery | Visual Studio | Gulp-NPM
ASP.NET MVC | Sass | Octopus Deploy | Google Search Console
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- JULY 2007 - JANUARY 2011
- RHODES FINANCIAL SERVICES | EVANS, GA
- Senior Web Designer - Marketing Team
Served as the graphic design professional, responsible for creating all in-house marketing assets including postcards, magazine ads and website graphics. Assisted in creating assets that resulted in award winning marketing campaigns.
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- SEPTEMBER 2014
- SOUTHERN NEW HAMPSHIRE UNIVERSITY
- Bachelors of Fine Arts in Graphic Design
- DECEMBER 2011
- AUGUSTA TECHNICAL COLLEGE
- Associates of Applied Sciences in Printing & Graphic Design
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- AUGUST 2020
- NIELSEN NORMAN GROUP
- UX certificate with a specialty in UX Research
- JUNE 2020
- OPTIMIZELY
- Certified User: Experimentation Evangelist Level 1
- JUNE 2020
- OPTIMIZELY
- Certified User: Data Geek Level 1
- FEBRUARY 2018
- GOOGLE ANALYTICS
- Advanced Data Analytics Certificate
- MAY 2017
- FEDERAL AVIATION ADMINISTRATION
- Part 107 Small Unmanned Aircraft Systems (Drone) Pilot