Alana Sparemberger
Verified Expert in Marketing
Marketing Expert
Rio de Janeiro - State of Rio de Janeiro, Brazil
Toptal member since October 28, 2024
Alana is a digital marketing expert with 10+ years of experience in website content management and digital user experience. She has strong expertise in CMS, web analytics, web accessibility, content QA, and on-page SEO. Alana has worked with companies like Toptal and UnitedHealth Group, driving SEO and multilingual website projects that boost traffic and conversions through strategic content localization, optimization, and high-quality, engaging user experiences.
Project Highlights
Expertise
- Content Management Systems (CMS)
- HTML
- On-page SEO
- Quality Assurance (QA)
- Sitecore
- Web Accessibility
- Web Analytics
- WordPress
Work Experience
Senior Website Manager, Team Lead
Toptal, LLC
- Managed stakeholders from project intake to completion, ensuring content handoff best practices were in place, processes followed, publishing needs met, and content delivered according to business goals.
- Prioritized work for the website production team based on resource availability and business priorities. Projects varied from SEO tactical implementations to new page development and launches.
- Partnered with engineering teams on the prioritization of new components and templates to support website projects aligned with the business strategy, bridging communications between technical and non-technical teams.
Senior Website Manager
Toptal, LLC
- Executed projects and experiments to maintain and expand the company website through landing page creation and optimization while collaborating with growth, product, SEO, UX writing, product design, and marketing strategy teams.
- Improved web content in collaboration with the SEO team to increase traffic, enhance search engine rankings, and optimize pages for organic search to increase conversion and revenue.
- Audited website pages for responsive experiences, ensuring components and pages were optimized and met accessibility requirements for different breakpoints: desktop, mobile, and tablet. Conducted content QA and simple HTML/CSS code fixes.
- Monitored website performance through web analytics tools such as Google Analytics, Google Search Console, Siteimprove, and Ahrefs.
Senior Digital Experience Strategist
UnitedHealth Group
- Served as a website experience subject-matter expert managing a global, multilingual website to continuously enhance the user experience and generate higher conversion on a 2+ million sessions-per-month website.
- Engaged as a key team member driving the full website CMS migration from Sitecore to WordPress—including plug-in migrations and a complete website restructure—partnering with development teams and vendors for a successful transition.
- Monitored user behavior and website metrics to predict needs, develop innovative solutions, and test, validate, and optimize the website accordingly using Google Analytics and Siteimprove heatmaps.
- Contributed to implementing best practices in compliance with Web Content Accessibility Guidelines (WCAG) 2.
- Implemented and monitored A/B testing and personalization projects for personas- and behavior-based personalization.
- Executed email-related projects for email marketing, journeys, and automation in Salesforce Marketing Cloud.
- Collaborated with external vendors on compliance with GDPR, LGPD, and CCPA requirements.
Content and Social Media Manager
Feeling Interiores
- Managed the digital experience across website, emails, and social media channels for an interior design company, generating and publishing content, engaging with the audience on social networks, and monitoring results.
- Identified the target audience and created a multichannel brand strategy.
- Executed content production, creative and other multimedia assets selection, and content disclosure on website, blog, and social media networks, including Facebook and Instagram.
- Handled website content management through LocomotiveCMS and email marketing campaign activation through Mailchimp.
- Performed impact analysis of blogs, website content, and social network publications for content optimization.
Event Coordination Analyst
International Statistical Institute
- Partnered with the global ISI team to organize the biennial event hosted in Brazil in 2015. Owned overall event project management, interfacing with national and international suppliers and vendors.
- Managed website content in Joomla for event agenda updates and promotional landing page creation.
- Oversaw the international leads database and email marketing.
- Coordinated and participated in promotional activities at international events, including ones held in Boston, USA, and Firenze, Italy.
- Reviewed and approved promotional materials and translated informational brochures into English and Portuguese.
Project History
Fully Localized Portuguese Website Launch
Grew brand awareness and recognition for the umbrella company in Brazil, contributing to the healthcare company's global strategy. Boosted website traffic and search engine rankings, reduced bounce rates, and increased time on page and conversion.
The project focused on launching a fully localized version of the company’s website in Brazilian Portuguese, specifically designed for the Brazilian market, following business acquisitions by an American company.
KEY COMPONENTS
• Developing and managing a second language within the CMS, ensuring accurate content translations and localization went correctly through a 3rd-party translation system while integrated with the CMS.
• Tailoring the content to fit the services offered in this region, including modifying assets, testimonials, case studies, and other relevant content.
• Dedicating significant efforts to implementing localized SEO strategies such as language-specific URLs, meta tags, and rigorous data measurement practices.
• Integrating various plug-ins and systems in Portuguese to enhance user experience and maintain consistency throughout the website.
Complete CMS Migration
Drove the full migration, enabling easier website management and quicker go-to-market for updates and new content while reducing costs. The cleaned-up, restructured site improved search engine rankings, site speed, and the overall user experience.
I served as a key member in the full website CMS migration from Sitecore to WordPress, which encompassed several critical phases:
PREMIGRATION
The project began with an extensive website audit, data review, and competitor analysis to clean, restructure, and optimize the new website. We carefully reviewed the system and plugin integrations and established the timeline, resources, and contingency measures to ensure a smooth transition.
MIGRATION
During this phase, we transferred content, databases, design elements, and other relevant data to the new platform. Collaboration with the development team and vendors was essential for a successful transition. This included migrating all plugins and ensuring system integrations were effectively handled. This phase also demanded extensive project management to oversee scope and timelines. We implemented SEO updates—including revising internal links to align with the new URL structure and optimizing tags and metadata. We also configured Google Analytics and Google Search Console to ensure proper tracking and performance monitoring.
POSTMIGRATION
Following the migration, we analyzed data and implemented postmigration optimizations to enhance the website’s performance and user experience.
Persona-based Website Experiences
Leveraged personalized experiences tailored to personas, significantly enhancing user engagement and conversion rates on the website. The tailored content and user flows decreased bounce rates and improved search engine rankings.
We implemented user-centered website experiences by identifying target audiences and creating corresponding personas. This process involved thoroughly analyzing the company’s target audience’s demographic factors, such as age, education, and gender; psychographic elements, including goals, tasks, and motivation; and web experience and platform usage across desktop, tablet, and mobile.
With the established personas, we developed dedicated user flows, personalized content tailored in format and length, page designs, and SEO strategies based on specific search behaviors, resonating with each persona. We launched and closely monitored various user experiences to evaluate performance, enabling ongoing user experience optimization.
Education
Master's Degree in Strategic Marketing
Universidade do Sul de Santa Catarina - Florianópolis, SC, Brazil
Bachelor's Degree in Advertising and Marketing
Universidade do Sul de Santa Catarina - Florianópolis, SC, Brazil
Certifications
Salesforce Marketing Cloud Email Specialist
Salesforce
Google Analytics Certification
Google Analytics Academy
Skills
Core
Landing Pages, On-page SEO, Web Accessibility, Digital Marketing, Marketing Strategy, Branding, SEO Tools, Email Marketing, Agile, Social Media Management, Community Management, Search Engine Optimization (SEO), Content Strategy, Conversion Rate Optimization (CRO)
Platforms & Tools
Content Management Systems (CMS), Google Analytics, Adobe Photoshop, Salesforce Marketing Cloud, Asana, Ahrefs, Mailchimp
Technical
HTML
Other
Sitecore, Content Update, WordPress, Web Analytics, Quality Assurance (QA), Sitemaps, Market Research, Advertising, Paid Media, Photoshop CC, People Management, Stakeholder Management, Backlog Management, Jira, Data Privacy, Content Localization, Adobe Workfront, Website Migration, Multilingual SEO, Website Audits, Website Redesign, General Data Protection Regulation (GDPR), California Consumer Privacy Act (CCPA), Facebook, Instagram, Customer Relationship Management (CRM), Web Content, Project Management, Event Planning, Event Management, User Experience (UX), Translation, System Integration, Communication, Vendor Management, Content Management, Cross-functional Collaboration, Data Analysis, Website Design, User Personas, Personalization, Website CMS, Website Optimization
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