Katherine Watier Ong

@kwatier - www.linkedin.com/in/katherinewatier
202-930-1744 https://wostrategies.com/

Creative senior online marketing professional. Twenty- three years in the communications space with 17
years of experience creating and launching integrated marketing campaigns involving: SEO, SEM, social
media, and mobile and voice search tactics.

Career Profile
Owner, WO Strategies LLC wostrategies.com 7/15-present
● Provide digital marketing benchmark/assessments, digital marketing strategy and measurement,
digital marketing training, voice search and video SEO strategy, coaching, and implementation for
clients.
● Clients include National Academies of Science, American Society for Microbiology, NOAA
Fisheries, National Cancer Institute, HHS Office of the National Coordinator, American College of
Cardiology, American Society for Microbiology, Rollcall, Razoo, The Story Exchange, WATTAg
Media, INK Communications, Legends of Learning, Halifax Group, and others.
● Client results include:
o PNAS.org: Assisted with web platform migration (mapping 150M backlinks) that resulted
in NO traffic loss, and an increase of 17K keywords on Google page one.
o Cancer.gov: 79% increase in the total number of clinical trial-related keywords based on
recommended SEO technical change. 300% growth over the last 3 years.
o American College of Cardiology: SEO technical recommendations were implemented
in March 2019, resulting in ranking for 40k additional keywords one month later.
o Legends of Learning: SEO recommendations increased organic traffic by 5K in one
month.

VP, Online Strategy and Market Insights – Ketchum, Washington, DC 10/12-7/15

● Led the online strategy team of eight which developed online marketing strategies (SEO, online
paid, social media, mobile) for Ketchum clients globally which generated over $1.6 million for the
company in 2014.
● Developed and led the execution of online marketing and mobile strategies for the award-winning
HHS Office of the National Coordinator “Putting the I in Health IT” campaign (HealthIT.gov),
which won 23 separate awards.
● Led execution of US online marketing strategy for ONC/HHS, Cleveland Clinic, Express Scripts,
Gazprom, GMOAnswers.com, Hershey, Skyonic, ACC, HP, Sarah Cannon, and Clorox.
● Led social media customer service strategy, process/protocols and social media customer service
team for NY State Health Benefit Exchange (NYStateofHealth.ny.gov).
● Led Ketchum wide initiatives to use online and mobile analytics to demonstrate ROI for client
promotion, created usability testing plans to improve landing pages and inform web redesigns.
● Personally conducted SEO, competitor, and Google Analytics audits; managed process to
implement SEO technical and content fixes; audited and cleaned up Google Analytics accounts.
● Created outreach strategies. Led the team in link building outreach, researched link prospects,
evaluated link lists and email templates; developed online relationships with link prospects for
various clients.
● Created social media promotion and ongoing content strategies, reviewed content, as well as
online metrics analysis reporting process for the team and reports for clients.
● Recognized as one of the Top 40+ Digital Strategists in Marketing for 2014

VP, Social Media – Ketchum, Washington, DC 7/10-10/12

● Developed and executed a fully integrated online marketing plans for the Center for Medicaid and
Medicare, as well as the Russian Federation’s ModernRussia.com.
● Provided online marketing training and online marketing strategic counsel to the following clients:
National Honey Board, Clorox, Conagra, CA Milk Advisory Board, University of San Francisco,
Families Fighting Flu, Kraft Mio, and Caris Life Sciences.
● Led in house training for staff on all online marketing tactics: SEO, paid online advertising, mobile
strategies, web measurement best practices, international search, and social media.

1
 Katherine Watier Ong
@kwatier - www.linkedin.com/in/katherinewatier
202-930-1744 https://wostrategies.com/

Director of Online Marketing - Environmental Working Group, Washington, DC 1/09 – 4/10

● Managed team of 4 employees, 8 unpaid interns, and outside web and print designers in a print,
email, and web marketing and development department.
● With 4 months of effort, increased traffic to www.ewg.org by 85% in 2009.
● Created an online marketing plan that drove over 1 million visits to ewg.org in September ’09.
● Audited/fixed Google Analytics implementation, set KPIs, established a monthly reporting
process.
● Established team and web development processes, selected and implemented Central Desktop,
developed internal online marketing training programs.
● Reassessed server infrastructure, moved the hosting & set plan to re-architect servers and
conduct load testing for greater stability.
● Developed plans to eliminate press clip scrapping, to eliminate duplicate content, and to redesign
the site to scale with traffic.
● Hired staff, created work plans, monitored yearly email fundraising calendar, managed execution
all online products.

Online Marketing Consultant 1/08-7/10

● Provided SEO & social media audits, training, and strategy sessions for SCORE, Ketchum PR,
Leadership Alexandria, Volunteer Alexandria, International Food and Information Council, GHI
International, TechLiterate, Westat, Cystic Fibrosis Foundation and others.

Computer Expertise
HTML, CSS, RegEx, Radian 6, Sysomos, Brandwatch, Hootsuite, Buffer, Desk.com, Buzzstream,
Buzzsumo, Crazyegg, SEMRush, Ahrefs, Screaming Frog, Deepcrawl, Moz, BrightLocal, BigQuery,
Google Analytics, Google Data Studio, Google Tag Manager, Adobe SiteCatalyst, Salesforce, Trello, Jira,
Base Camp, Central Desktop, Active Collab, Drupal, Wordpress, Adobe Creative Suite, Microsoft Office,
and various other office applications.

Public Speaking and Training Conducted

Keynote or workshop speaker at: Brighton SEO (2020), Voice Summit (2018-2020), OMS San Diego
(2013), SES Chicago (2012), EXL Pharma Conference (2012), DC Digital Capital Week (2011), and
Online Marketing Institute. HHS ONC’s Annual Conference (2010-2011), PRSA Nonprofit day (2010),
American Marketing Association (2009), FL Governor’s Hurricane Conference (2006), Northwest Network
Conference (2008), National Conference on Volunteering and Service (2005 & 2006), Delaware
Volunteerism Conference (2008), Democracy in Action Conference (2008), & NTEN Conference (2008).

Education
M.A. Georgetown University
Thesis: Marketing Wearable Computers: An Assessment of Early Consumer Adopters’ Feelings
and Attitudes toward Wearable Computers. Georgetown University, Washington, DC

B.A. Hampshire College

Thesis: An Evaluation of 4-H’s Teen Programming. Hampshire College: Amherst, MA

Awards/Affiliations
Featured in Human of Analytics and Forbes’ Outstanding Women in Analytics list. Participant in the
Donovan House roundtable discussion on PR’s involvement in Wikipedia.