Ashley McCann-Torres

• Serve as the strategic point of contact for the web experience, managing and optimizing U.S and international sites.
• Execute integrated digital marketing campaigns, including email, paid media, SEO, and organic social initiatives.
• Manage content updates on the Allegro website to increase engagement.
• Track and report on campaign performance using tools like Google Analytics and Hubspot.
• Coordinate with internal stakeholders and external vendors to ensure alignment on digital initiatives.
• Assist in A/B testing and optimization strategies for paid and organic campaigns.
• Own and drive our content strategy to the next level, ensuring alignment with business goals and audience needs.

• Build, optimize and author U.S and two other foreign web and mobile web pages in Sitecore.
• Produce HTML and CSS code for a range of projects.
• Create URL structure and apply SEO best practices, creating and updating SEO content, as well as creating translation jobs.
• Triage incoming tickets in the Jira backlog from internal Marketing team and stakeholders, prioritizing tasks based on urgency and impact on project timelines.
• Attend kickoff meetings with marketing campaign managers regarding campaigns to provide suggestions and ensure optimization of landing pages, enhancement of the user experience journey, and webpage workflow process.
• Collaborate with cross-functional teams to define project requirements and establish clear objectives.
• Develop and document workflow processes in Confluence to streamline project management and enhance team productivity.
• Generate monthly JIRA reports and Life Cycle reports from Google Analytics (GA4) upon request.
• Perform unit testing of developer’s new code to verify the functionality of components and ensuring it works as expected in the testing environment server.

• Collaborated within the ScrumMaster community, worked closely with product owner, content team, developers, designers, and QA team, to maintain U.S and seven foreign GoTo.com web
• Managed translations and imported into Sitecore, and made sure pages were ADA compliant.
• Facilitated the content intake and workflow process to ensure all content is in good order prior to populating in Sitecore.
• Continuously seek opportunities to improve processes and drive the web team to create their own
• Ensured efficiency and quality for website updates for both content and functionality implementations with new components built, making sure it follows brand

Key contributions

• GoTo Rebrand - Revamped pages to follow the new GoTo branding style guidelines from LogMeIn styles.
• GoTo Migration - Rebuilt and launched over 300+ English and foreign pages from GoToMeeting.com to GoTo.com. Capturing translations and documenting to be on track of deadline with SEO and design team.

• Oversaw PTC.com webpages using HTML practices in Sitecore in response to JIRA and SmartSheet requests from
• Managed the JIRA and Smartsheet queue and assigned tickets within the web team, providing SLA times to stakeholders and the web
• Took lead with the support of the team to maintain and manage the DXO (Digital Experience Optimization) Hub page to provide users the ability to use, share and view up-to-date wireframes and request templates for stakeholders to
• Attended kick-off meetings to speak with marketers regarding a page being built, discuss the user experience, page-flow, gated or non-gated assets, and
• Enforced style and branding guidelines with stakeholders to ensure consistent presentation. Worked alongside with teams to ensure style guide components are accurately represented across

Key Contributions

• Sitecore and DAM integration: Created a project plan and took lead on with this project, working alongside with the DX team and web developers to clean-up the media library in Sitecore for the preparation to transition to the AEM digital asset management (DAM).
• AEM DAM URL Structure: Created the anatomy of a URL and naming convention for images and

• Worked with the Healthcare and Law Enforcement Marketing divisions to maintain and build pages from approved layouts by stakeholders in Adobe Experience Manager and Cvent.
• Created graphic imagery in Photoshop, ensuring high-quality graphics standards and brand
• Collaborated with other teams to develop a strategy that enables a great user experience.
• Experienced with running digital campaigns with specific goals (landing page A/B tests) and reporting on results and
• Performed QA on all assets prior to go live, identifying and troubleshooting issues &
• Hands-on experience with key tools such as Adobe Target, Adobe Experience Manager, Hootsuite, Terminus, CVent, Eloqua (HTML coding), and

Key Contributions

• Revamped Email Marketing - Led the effort to build layouts of Nuance's email campaigns and newsletters in Eloqua to deliver quality, reduce redundancy and engagement to our audience.

• Assisted the Director of Audience Engagement to implement Symphony NH’s multi-channel marketing plan. Which included: email marketing, social media marketing, content creation, blogging, and website management.
• Created and published content using Hootsuite, Mailchimp, and Squarespace. Scheduled and published social media and web content. Drafted, distributed, and pitched new releases, media alerts and other stories.
• Updated and maintained social media presence on a weekly basis and made recommendations to increase engagement.
• Salesforce/PatronManager - Collected, managed, and reported on data related to physical and marketing performance.