Maria T.

Umanos
2616 west cortland, chicago, IL 60647 phone. 312.203.2006 email. mia.umanos@gmail.com

CAREER SUCCESSES
Overhauled Siren Interactive’s metrics reporting and
developed the first Web Analytics Program from the
ground up. Includes training and counseling a team of
five employees; designing basic performance dashboards;
and preparing quarterly reports for presentation to clients
Aided in the design and conduction of user research
including participatory design, usability studies, and
collaging
Managed the re-branding of a twenty-year-old healthcare
company: includes concept creation, re-design of
marketing collateral, re-purposing of website and creation
of online/web marketing strategy
Developed Accelerated University, an educational
program that simultaneously created market exposure,
and a completely new referral source, generated revenue,
and served as a recruiting initiative

Increased the budgets for my current accounts by 60-
100%, managing nearly one million dollars of client work
for Siren Interactive
Designed the foundation of a process that now run Siren
Interactive’s Web Program Management service
Recipient of the Healthcare Businesswomen’s
Association’s Rising Star Award
Tenacious media pitching and a strong ability to recognize
a news-worthy story has produced segments on television
and radio programs in local and national markets
including CNN, NPR, WGN, ESPN and NBC
Early journalist career lead to freelance pieces for local
periodicals, including Chicago Journal, Chicago Parent,
UR Magazine and Velocity Magazine

WORK EXPERIENCE
Siren Interactive, Account Manager/Web Analytics Team Lead June 2007 – Present
• Design marketing strategies that leverage full use of the web to achieve client goals. Includes basic
strategic knowledge of Search Engine Marketing, Social Media, Online Video, Landing Page
Optimization, Linking Strategies, E-mail Marketing, and Behavioral Targeting
• Specialize in Web Analytics and prepare a system for measuring the success of each tactic; includes
creating Key Performance Indicators for all accounts, regular metrics reporting, and coordination
with multiple IT departments
• Monitor the performance of multiple accounts; researching Bounce Rates, Brand Site Share,
Conversions, etc.
• Create and deliver quarterly performance presentations to the client teams; includes behavioral,
conversion, and competitive analysis
• Conduct web analytics research as needed to aid Business Development in pitching to potential
and existing customers; occasionally participates in the actual presentation
• Select, manage and review research vendors such as, WebTrends, Compete, ClickTale,
Nielsen Buzz Metrics, Manhattan Research, etc.
• Assist the Creative Director in conducting additional primary research including, card sorts,
usability studies, user preference testing, media co-creation, journaling, etc.
• Manage the day-to-day communication between the agency and the client, setting proper
expectations both in-house and client-facing
• Periodically prepare training seminars/webinars for client education
• Represent Siren Interactive at most professional association events

Creative Circle, Freelance February 2007 – June 2007

• Worked as a freelance manager within Creative Circle’s clients to find a position in an agency setting
Maria T. Umanos
2616 west cortland avenue, chicago, IL 60616 phone. 312.203.2006 email. mia.umanos@gmail.com

WORK EXPERIENCE, (continued)

Accelerated Rehabilitation Centers, Public Relations Manager February 2006 – February 2007
• Collaborated with Industrial Relationships and Business Development to ensure effective integration
of strategy, planning and execution of corporate initiatives with the rest of the marketing mix.
• Developed and implemented measurable PR strategies to maximize visibility and market awareness
and ensure message consistency
• Created and managed speaker and awards programs that define Accelerated’s vision
• Coordinated basic internal communications program to promote use of PR content within other
areas of the company
• Evaluated and strategized Accelerated’s charity and sponsorship efforts
• Fostered collaborative relationships with satellite Office Managers and Marketers to stay abreast of
local and regional media relations needs and newsworthy activities
• Cultivated relationships with reporters and editors in key markets and pitched stories
• Developed news releases, fact sheets, talking points for media interviews
• Responded to media inquiries, oversee distribution of materials to media, and schedule media
interviews
• Created and maintained editorial calendars for targeted publications
• Planned, executed, and managed advertising campaigns
• Managed the creation of all marketing collateral
• Developed a baseline media kit

McCabe and Associates, Publicist/Media Consultant June 2004 – February 2006

• Authored press releases, media advisories and profiles for a variety of clients, including Grotefeld
and Denenberg, Bo Jackson, Robert Elder, and Kurt Elling
• Managed client’s interview schedule, and coach clients on public speaking and message crafting
• Pitched stories to local and national media
• Protect client’s image or message during a publicity crisis

Art Into Action, Co-Founder/Chair November 2001 – June 2004

• Incorporated non-profit organization with one partner
• Composed press releases and acted as liaison between press and organization
• Planned fundraising and cultural events
• Organized performances and art exhibits from Chicago artists including, Kurt Elling, Marc Smith,
Jon Langford, Tony Fitzpatrick, WNEP Theater, and many others
• Worked with representatives from Rock the Vote, League of Women Voters, Community Resource
Network, and other action-oriented organizations in the city
• Focused on sociopolitical issues and public dialogue among the artistic and creative community

EDUCATION
Columbia College / Chicago, IL
2004 BA – Arts, Entertainment, and Media Management, Minor - Journalism , 3.8 Dean’s List
University of British Columbia / British Columbia
Currently pursuing the only Certificate of Web Analytics available.

PROFESSIONAL ASSOCIATIONS
Web Analytics Association
Healthcare Businesswomen’s Association