Nathan Borchelt

About Nathan Borchelt

Goal-oriented online product manager, content specialist, editor, writer, and…

Experience

1. Senior Product Manager, Travel and Caregiving

   AARP

   Nov 2017 — Present

   Direct the digital experience for the Travel and Caregiving branches of AARP.org, the world’s largest member organization, including ideation, user testing and prototypes, taxonomy development, data analysis, and user-centric personalized experiences. • Manage a close-knit team of front- and back-end developers as well as quality assurance and design resources following traditional Agile Management philosophies to introduce iterative features across the organization’s website. • Lead the partnership with Expedia to generate affiliate revenue of more than $1 million a year. • Generated 50 percent increases in organic traffic to key editorial Travel content to increase revenue and long-tail user conversion into members. • Created a user experience that dynamically delivers geo-specific resources and content to help caregivers better navigate their responsibilities. • Oversaw the construction of a taxonomy-driven Get Help experience that generates a list of articles and resources that align with a caregiver’s particular circumstance, leveraging that data to deliver a better customer experience, enhance content’s insights, and address the needs of the digital caregiving audience, which saw a 50 percent engagement, leading to a 42 percent increase in click-through rates to relevant content as well as increases to site registration, repeat visits, and membership joins. • Curated and implemented a detailed taxonomy project across the organization, implemented into the Adobe AEM Content Management System, to provide tools that deliver scalable, personalized solutions to all aspects of the digital experience. • Develop features that leverage business logic to meet the site user where they are to better-generate engagement and repeat visits by surfacing curated promotions that relate to the user’s needs.

Skills

• Marketing Communications
• Jira
• Google Analytics
• Agile Web Development
• Seomoz
• SEO
• Editing
• Word Press
• Project Management
• Photography
• Basic Html
• Online Media Management
• Managing Cpc, Cpa, and Cpm Relationships.
• Agile Methodolgy
• Wordpress
• Photoshop
• Product Management
• Microsoft Office
• Ap & Chicago Styles
• Google Webmaster Tools
• Outdoor Retailer Attendee
• SEO Optimization
• Copy Editing
• Mla Style
• Stellent Content Management Systems
• Writing
• Online Advertising