About Nathan Erb
Content strategist and web analyst specializing in A/B testing, content management, information architecture, marketing, copywriting, SEO, QA/System testing, and UX.
With over 17 years of experience with an industry leading sales and service insurance website, I’ve collaborated with developers, marketers, and designers to innovate and manage large-scale projects to deliver awesome user experiences.
Professional Experience
Penn State
University
Information Science and Technology
Bachelor of Science, 2002 - 2006
Corporation for National and Community Service
AmeriCorps Internship
May - August 2005
GEICO
Senior Software Analyst, Content Strategy
August 2006 - December 2023
Projects and Skills
A/B Testing
Created and managed a robust iterative experimentation program to increase KPIs across geico.com and the GEICO Mobile app by launching over one hundred new tests annually. Increased quote starters and conversion from 10% up to 100% on high volume product pages.
Expertise: Experiment Proposal Briefs, AI/ML (Persado), Adobe Target, Adobe Analytics, Google Analytics, Optimizely, Figma, Canva
SEO
Using SEO best practices, keyword research, and developing monthly reports, I worked with an external SEO vendor to ensure GEICO ranked at the top of organic search rankings for key phrases. Networked with over 300 local agent offices to optimize individual pages for long-tail local search terms.
Expertise: Keyword optimization, Semrush, Moz, Google Search Console, SiteImprove, Accessibility
Content Strategy and Information Architecture
As part of GEICO’s Design Kit transformation, I led the initiative to develop content guidelines and voice and tone branding. These guidelines resulted in 100% buy in across all digital applications to ensure consistency. Led 10 full website redesigns to validate/reimagine the IA based on user research.
Expertise: Editorial Calendars, Content Governance, Card Sorting, Tree Testing, Navigation Design, User Testing
Email and Content Marketing
Contributed weekly articles for the GEICO Living content marketing blog, optimized for SEO, and monitored analytics. Managed the content lineup for the monthly email newsletter sent to over 10 million policyholders.
Expertise: Content Marketing, Email Marketing, Wordpress, Adobe Analytics
Content Management Systems
Developed requirements and use cases to develop an in-house Content Management System used across geico.com and other applications. This improved our process to allow daily production releases and let content creators across the organization update web properties within 24 hours.
Project Management and Quality Assurance
Expert knowledge of project management and tracking tools. Efficiently used these tools for both creating internal user stories and test plans as well as tracking projects with outside vendors. Developed detailed test plans to ensure 100% website uptime and reducing bug fixes.
Expertise: JIRA, AzureDevOps, Confluence, Sharepoint, Workfront, Trello, BrowserStack, UserTesting
Awards and Recognition
- Best Practices - GEICO Mobile - Webby Awards, 2022
- Best Web Experience, #1 Insurance Site - Keynova, 2016 - 2021
- Insurance Standard of Excellence – GEICO.com – Web Marketing Association, 2016 - 2021
- Internet Advertising Competition - Best Mobile Application and Best of Show Mobile Web, 2021
- #1 Career Website (USA) – Potential Park, 2017
Get in Touch
PHONE
(724) 724-601-7555