Treasury Wine Estates is a multi-brand and multi-region wine company. I worked with the DTC business in the US to connect the consumer experience across its physical tasting room, website, subscription and phone sales channels. I was responsible for the functional roadmap for marketing and eCommerce DTC.

Kristi Hyson's #1 goal was to increase the quality of her leads. In a highly competitive real estate marketing, Kristi Hyson knew that their current service provider was not providing the quality of leads she knew could be attained from Google Ads. She wanted to see a more engaged user by way of a higher click-through rate (CTR), a decrease in her CPC (cost-per-click) and an increase in conversions along with the conversion rate.

NCI did not have an SEO strategy or staff, but it also had 150 subdomains run by different departments and on different CMS systems. Additionally, Google had recently rolled out its symptom panels. As a result, even its expert written content was not ranking for its ideal terms, and its cancer clinical trials section of its site was not ranking for the vast majority of cancer clinical trial keywords.

Develop this start-up brand online and attract a new audience to their events.