Arbor Memorial
SEO & Lead Generation
2014 - 2016
Turning campaigns into leads across 100+ locations
Arbor Memorial, Canada's largest provider of funeral and cemetery services, operates over 100 branch locations across the country, each needing strong local visibility to reach consumers researching pre-paid funeral plans or looking for their nearest location.
Arbor Memorial, Canada's largest provider of funeral and cemetery services, operates over 100 branch locations across the country, each needing strong local visibility to reach consumers researching pre-paid funeral plans or looking for their nearest location.
I joined in 2014 to project manage a full web redesign and site rearchitecture, moving the corporate site and 100+ branch sites to a new CMS and under a single domain. To preserve rankings during the transition and avoid duplicate content, I led the SEO strategy behind the new structure: branch sites housed local details, while the corporate site carried shared content such as company information, a blog, and downloadable resources. This work, along with ongoing SEO efforts, increased sessions from organic search by 13% and traffic by 16.79%.
I joined in 2014 to project manage a full web redesign and site rearchitecture, moving the corporate site and 100+ branch sites to a new CMS and under a single domain. To preserve rankings during the transition and avoid duplicate content, I led the SEO strategy behind the new structure: branch sites housed local details, while the corporate site carried shared content such as company information, a blog, and downloadable resources. This work, along with ongoing SEO efforts, increased sessions from organic search by 13% and traffic by 16.79%.
I managed over $250K in digital campaign budgets across SEM, display, video, retargeting, and programmatic channels, directing multiple agencies and staying closely involved in optimizing content, bids, and campaign strategy based on performance. I also built campaign landing pages in HubSpot with embedded lead-generation forms. Together, this work drove an 80% increase in leads from online channels.
I managed over $250K in digital campaign budgets across SEM, display, video, retargeting, and programmatic channels, directing multiple agencies and staying closely involved in optimizing content, bids, and campaign strategy based on performance. I also built campaign landing pages in HubSpot with embedded lead-generation forms. Together, this work drove an 80% increase in leads from online channels.
I worked with the CRM team and oversaw the integration of the lead-generation web forms with Google Tag Manager and Dynamics CRM, resulting in more accurate attribution of sales by lead source (organic search, PPC, social, or email). This gave us visibility into which campaigns were performing best, so we could continually refine our strategy and budget allocation.
I worked with the CRM team and oversaw the integration of the lead-generation web forms with Google Tag Manager and Dynamics CRM, resulting in more accurate attribution of sales by lead source (organic search, PPC, social, or email). This gave us visibility into which campaigns were performing best, so we could continually refine our strategy and budget allocation.
Arbor Memorial's Downloadable Resources
Arbor Memorial's Blog
Arbor Memorial's Lead Generation Forms
Arbor Memorial
2014 to 2016
Consolidating 100+ sites and growing online leads 80%
Canada's largest funeral and cemetery provider ran over 100 branch locations, all needing visibility for people researching pre-paid plans or looking for their nearest location. But with each location on its own separate site, maintaining consistency and brand alignment was difficult, and duplicate content across them was hurting search rankings. I joined in 2014 to project-manage the consolidation, migration, and SEO strategy that would fix it.
Canada's largest funeral and cemetery provider ran over 100 branch locations, all needing visibility for people researching pre-paid plans or looking for their nearest location. But with each location on its own separate site, maintaining consistency and brand alignment was difficult, and duplicate content across them was hurting search rankings. I joined in 2014 to project-manage the consolidation, migration, and SEO strategy that would fix it.
Leading the re-architecture and SEO strategy. I oversaw the move of the corporate site and 100+ bilingual branch sites onto a single domain and CMS (Crownpeak), and led the SEO strategy behind the new structure: branch sites carried local detail, the corporate site carried key content such as company information, the blog, and downloadable resources, shared across locations. I worked with design and development vendors on navigation and templates, trained the marketing team on the new CMS, and project-managed the internal build to hit the launch date. Ongoing content and SEO optimization followed the migration.
Leading the re-architecture and SEO strategy. I oversaw the move of the corporate site and 100+ bilingual branch sites onto a single domain and CMS (Crownpeak), and led the SEO strategy behind the new structure: branch sites carried local detail, the corporate site carried key content such as company information, the blog, and downloadable resources, shared across locations. I worked with design and development vendors on navigation and templates, trained the marketing team on the new CMS, and project-managed the internal build to hit the launch date. Ongoing content and SEO optimization followed the migration.
Shared content, including the blog, lived on the corporate site
Media and budget. I managed over $250K in digital campaign budgets across SEM, display, video, retargeting, and programmatic, directing multiple agencies and staying hands-on with content, bids, and campaign strategy based on performance. I built campaign landing pages and lead-generation forms in HubSpot.
Media and budget. I managed over $250K in digital campaign budgets across SEM, display, video, retargeting, and programmatic, directing multiple agencies and staying hands-on with content, bids, and campaign strategy based on performance. I built campaign landing pages and lead-generation forms in HubSpot.
Campaign landing pages and lead-generation forms, built in HubSpot
Closing the loop on attribution. I worked with the CRM team to integrate the web forms with Google Tag Manager and Dynamics CRM, so submissions routed to local sales teams and could be attributed to the channel that generated them. That gave us visibility into organic, PPC, social, and email performance all the way through to actual sales, not just clicks and views. It's what let us keep refining strategy and budget allocation with precision.
Closing the loop on attribution. I worked with the CRM team to integrate the web forms with Google Tag Manager and Dynamics CRM, so submissions routed to local sales teams and could be attributed to the channel that generated them. That gave us visibility into organic, PPC, social, and email performance all the way through to actual sales, not just clicks and views. It's what let us keep refining strategy and budget allocation with precision.
Results: sessions from organic search up 13%, overall traffic up 17%, an 80% increase in leads from online channels, and a much clearer read on each channel's true ROI.
Results: sessions from organic search up 13%, overall traffic up 17%, an 80% increase in leads from online channels, and a much clearer read on each channel's true ROI.
Why this matters for Heart and Stroke: organic rankings, on-site findability, paid media planning, agency direction, budget ownership, and reporting that ties channel spend to outcomes, all in one program.
Crownpeak
Hubspot
Google Tag Manager
Dynamics CRM
Google Ads
SEM Rush
