Greg Picarello

About Greg Picarello

Strategic digital marketing and web experience leader with 15+ years driving enterprise web strategy, content governance, SEO, and customer-centric digital experiences. Proven ability to scale and lead high‑performing teams, modernize digital ecosystems, and partner across complex, regulated organizations to deliver measurable business outcomes. Deep expertise in web strategy, content operations, SEO/AEO, accessibility, analytics, and MarTech integrations.Core Competencies• Enterprise Web & Content Strategy• Content Operations & Governance• SEO / AEO Strategy & Technical SEO• Team Leadership & Organizational Design• Digital Experience Optimization (CRO, UX/UI)• Accessibility & Compliance (WCAG, regulated industries)• CMS Management (Kentico, Sitecore; familiar with AEM)• AI Enabled Content Operations & Efficiency Tools• Analytics, Tagging & Performance Measurement• Cross Functional Leadership (Marketing, Product, Tech)• Vendor/Agency Management• Personalization Strategy & Full Funnel Journeys• Digital Strategy & Roadmapping• Team Leadership & Talent Development• Web & Email Channel Management• MarTech Optimization & Integrations• Agile Delivery & Product Ownership• Conversion Rate Optimization (CRO)• Analytics, Tagging & Data Governance• Customer Journey & Lifecycle Marketing• Vendor, Agency & Stakeholder Management

Experience

1. Manager, Web & Email Marketing

   Aon

   Jan 2022 — Present · Fort Washington, PA, US

   Lead and develop a team of senior web and email strategists responsible for enterprise digital experience across 25+ websites and 100+ automated customer journeys. Drive web strategy, content governance, SEO, and MarTech transformation supporting growth and customer servicing outcomes.Leadership & Team Development• Manage hiring, coaching, performance, and refining operating models for a team of 3–6 senior specialists.• Foster a culture of innovation, collaboration, and accountability aligned with enterprise goals.• Lead cross functional engagement models with Marketing, Product, IT, Analytics, and Operations.Web Strategy, Governance & Experience Optimization• Own enterprise web channel strategy—content standards, UX, accessibility, governance, and operational workflows.• Lead roadmap definition and prioritization across 25+ customer facing websites.• Partner with business units to support operational marketing campaigns, strategic initiatives, and content needs.• Implement governance frameworks including content QA, accessibility requirements, compliance, and publishing workflows.SEO / AEO & Performance Optimization (CRO)• Oversee SEO/AEO/GEO roadmap, technical enhancements, structured data, and content optimization.• Lead analytics strategy including GA4 migration, tagging rebuild, and KPI framework development.• Use A/B testing (VWO) to improve user experience, engagement, and micro conversion performance.Technology & AI Enabled Enhancements• CMS owner responsible for user stories, backlog management, and digital experience improvements.• Integrate Salesforce Marketing and Sales Cloud via APIs to automate workflows and reduce manual work.• Deploy advanced tools including Yext (site search), Ceros (interactive content), OneTrust (compliance), VWO (testing).• Evaluate and implement AI powered tools to enhance content development and experience delivery.

Education

• Syracuse University

  BA, Philosophy & History

• Syracuse University - Martin J. Whitman School of Management

  MBA, Marketing Management

Skills

• Social Media Marketing
• Web Analytics
• Ppc
• Direct Marketing
• Database Marketing
• Analytics
• Sem
• Web Development
• SEO
• Google Analytics
• Cms
• Html
• Interactive Marketing
• Email Marketing
• Digital Marketing
• Interactive Development