Rand Fishkin

Founder/Wizard of Moz

SparkToro CEO. Author of Lost & Founder. Feminist. I love underdogs, cooking, & helping people do better marketing

I'm the cofounder and CEO of three companies: SparkToro, software that makes audience research accessible to everyone, indie game maker Snackbar Studio, and the vastly superior alternative to Google Alerts: Alertmouse. I'm also the author of Lost and Founder: (2018), prev founded & led Moz (2001-17) and am a frequent keynote speaker on marketing and entrepreneurship topics. But, I'm probably best known as the amateur chef husband of renowned author, Geraldine DeRuiter.

Cofounder & CEO

I co-founded SparkToro (with Casey Henry) to enable high quality audience research for marketers, PR folks, entrepreneurs, and product builders without the need for expensive, time-consuming, inaccurate surveys or impossible-to-scale manual research.

NEW research: https://lnkd.in/gY7nVmC4

Search happens everywhere. Not just Google, ChatGPT, and Bing. Our latest project with Datos, A Semrush Company analyzed search on 41 major websites via their desktop panel and found that if you broaden the definition of search, Google is 73%, not 90%+. And ChatGPT is 3.2%, well behind several players rarely mentioned in the conversation.

And, if billions of searches are taking place on dozens of sites, not just "traditional" and "AI tools," maybe SEO should be bigger than those two categories as well ¯\_(ツ)_/¯

Cofounder of SparkToro, Alertmouse, & Snackbar Studio. Author of Lost & Founder. Feminist. I love underdogs, cooking, & helping people do better marketing

Datos: ChatGPT is ~3% of desktop web search
SimilarWeb: ChatGPT is ~3% of desktop + mobile search
New report (that went viral on LinkedIn): ChatGPT is A WHOPPING 20%+ of search!

There's no honor in assuming you're right and they're wrong without investigation. So... I investigated 🕵️‍♀️👇

p.s. Simon Kemp noted below that I made an error in my video - using the US mobile app numbers rather than global ones from Similarweb. The other inaccuracies pointed out still stand, but this was a mistake on my part and I apologize.

Vetstream Ltd

Building digital tools for veterinary professionals to simplify their work. I guide the vision and strategy for these tools, focusing on making animal healthcare better. I oversee the entire process, from initial ideas and understanding user needs, to building, launching, and improving the products.

Key Responsibilities and Achievements:

    Product Planning: Developed and managed a plan for product features, focusing on what users need and what's happening in the market.
    AI Guidance & Project Leadership: Helped guide the AI strategy and managed the technical side of integrating AI, making sure the AI and development teams worked together smoothly.
    API Management: Managed the creation of connections (APIs) to allow our tools to work with other services.
    Automated Workflows: Created automated processes using AI to help staff work more efficiently.
    User-Focused Design: Conducted user research and testing to make sure our tools are easy and intuitive to use.
    Data-Driven Improvements: Used user data to find ways to improve our products.
    Vetlexicon.com Management: Managed and improved Vetlexicon.com to keep its content accurate and useful.
    Website Maintenance: Maintained and optimized the Vetlexicon.com website (WordPress) to keep it running smoothly.
    Marketing System Management: Managed the technical setup of our marketing system (HubSpot) to improve marketing and customer relations.

I'm focused on creating practical tools that solve real problems for vets. I enjoy working with teams to build products that make a difference.

Technical Lead (Maternity Cover)

Reflect Digital

Here to help clients think bigger. Looking after their needs, their projects - that it's on time and within budget. Also helping the rest of the growth team to do the same.

Growth Marketing Director

Schwa

Words have power. More than that, the choice of words can move mountains or be a damp plop in an even damper ocean of plop. Schwa (now Definition) is a communications agency that helps businesses choose the right words to communicate meaningfully and impactfully with their teams, employees, and customers. 

I helped organise events, created content, built partnerships and amplified Schwa's profile and services.

Here's some highlights: 
•	Organised Schwa’s presence at three conferences gaining ~£35k for the business
•	Improved visibility and content of schwa.consulting, raising pageviews by 15%, ranked on page 1 for ‘tone of voice agency’ search term
•	Produced monthly newsletter and grew audience by 20%
•	Grew social audience from 600 followers to 1938 on LinkedIn

Marketing Manager

London Sport

Mentoring Cohort 3 of the Sports Tech Hub accelerator programme for 2019. Taking their marketing and brands to the next level so they can help people get more active.

Sports Tech Hub Mentor

GMPriority Pharma

On a mission to develop the most effective supplement brands in the world. My role is to create bold opportunities carve out new pathways for liposomal supplements and build partnerships to create a strong legacy. 

To do this I will be: 
Creating and improving brands
Creating go to market strategies 
building out effective digital funnels 
Creating ads
Creating communities
And most importantly help people feel healthier

Head of Marketing and Sales

detoxpeople

A portfolio of Neutraceutical brands for nutritionists and everyone who cares about their health. With over 4000 products this suite of brands caters for most supplement needs. 

My job is to improve the user experience and grow the ecommerce stores for Your health basket, Nature's Fix, Why the Face and Supplement Warehouse.

The Good Marketing Company

I ran my branding agency for the health and wellness industry for four years. I wanted to bring empathy, tact, and transparency and stop the overcompeting. Hopefully, I did that. 

Here are some highlights:
Partnered with clients including NHS, Purearth, Welltodo, Pfizer, Britannia Pharmaceuticals, Arkeo, Moki, and Essex Boot Camp.
Generated £12M+ for clients over 4 years, including a £106K gain in sales in December 2020 for Moki from a £3.8K ad investment.
Generated £115k in revenue and over 30k social followers for Three Sisters Farm in 8 months.
Collaborated with Britannia Pharmaceuticals to redefine the brand, update the website, and develop a unique media and marketing strategy, resulting in a 38% sales increase and leading to an acquisition.
Created the brand identity, website, marketing strategy, and social content for Arkeo, gaining 3,500 subscribers to the beta launch and over 50k page views.
Won the Transform Awards in the category of ‘Best visual identity from the lifestyle and wellbeing sector’ for my work on Arkeo.

This was the approach I took with every client: 

1. BRAND: Market your position with clarity and confidence so you have no competition and speak to those who care.

2. STRATEGY: Connect your brand to something tangible, plan campaigns for the year, and engage correctly.

3. OPTIMISATION: Improve and highlight growth opportunities. We will optimise your site, follow-up process, reporting, analytics, content planning, and distribution.

4. CLAIMS AND ETHICAL STANDING: Detail what you can and can’t say and provide your audience with reasons to trust you.

5. DIGITAL PROWESS: Create content to keep you 'top of mind' while building authority and credibility, and have systems to automate as much as possible.

6. CONVERSION: Turn your marketing efforts into sales. Move the conversation from the initial click to the purchase.

Chief Marketing Strategist | Founder

Sensiia

Planned and implemented effective strategies for marketing execution, as well as perform re-branding of DuoFertility. Drove and execute B2B trade platforms for listing Duofertility on Boots and Amazon websites. Created long lasting affiliate relationships and supporting assets to re-sell Duofertility through strategic clinical partners. Conducted market research to lead team members in an efficient way to develop new products.  Secured 15 editorial mentions and articles for DuoFertility in  2017  by performing press outreach, journalist relationship and PR reporting.

•	Set up of email automation for marketing and customer service, reduced manual customer service email production by 80%.
•	Implementation of CRM Automation to automate lead generation and customer follow up.
•	Successful listing and partnership with Boots.com and Amazon.com, Amazon.co.uk.
•	Management of the customer journey life cycle.
•	Management and implementation of advertising and marketing campaigns across the following channels: Facebook, PPC, Adwords, email, increasing traffic to the site by an average of 700% over 6 months. 
•	       Increased sales from August 2016 to present by 210%.
•	       Project management and front end build of new Duofertility.com website.
•	New website copy optimising websites for mobile, SEO and a US audience.
•	Part of the senior leadership team to manage marketing output against business goals and provide regular reports to board members and investors.
•	Writing and implementing a marketing strategy.
•	Developing and running marketing campaigns within an integrated CRM system.
•	Story and blog creation to increase website traffic and brand authority.
•	Creation and implementation of cross-channel marketing automation tools increasing leads by 35% on average.
•	Administering customer service webchat increasing leads by 66%.
•	Adhering to medical device regulatory standards.
•	       Created and fostered 5 key affiliate partnerships, gaining $100,000 in revenue.

Head of Marketing DuoFertility

ProCo

	Management of the digital department
	Manage all cross media campaigns inclusive of: email, social media, affiliate marketing, sms, search channels
	Build internal process maps to include: Initial scope, build, key marketing success barometers, testing and analytics dashboards. 
	Build, implement and manage web to print solutions
	Supply quality control reports
	Built, implemented and configured custom automated web to print workflows
	Use of Jira and Basecamp to implement agile development processes 
	Plan and schedule marketing activity for clients
	Present detailed analytics reports to measure client campaign success
	Maintain timings on all projects to ensure team capacity is equal to project budget
	Training internal staff on Direct Smile
	Supporting the sales team with technical questions
	Presenting technical solutions in pitch meetings

Head of Digital and Cross Channel Marketing

21:12 Communications

Development of cross-channel and multi-disciplinary advertising campaigns, hand coded apps, websites and tablet adverts and simple clean, easy to use experiences.

	Managing a team of developers, designer and account managers
	Ensuring projects are built on time and on budget
	Highlighting and changing processes to maximise efficiencies
	Developing core strategies for clients inclusive of Marketing, PR and online reputation management
	Maintaining a high standard in both functionality and realisation of designs of applications
	Keeping up to date with the latest technologies and feeding back to the team
	Attending meetings and pitches to represent and articulate the company’s ideas
	Manage large scale marketing and advertising campaigns including multi-channel approaches
	Design analytical maps and feedback to client’s campaign, website and advertising successes
	Writing technical specifications and outlining detailed tech plans 
	Advising account directors and senior staff in a technical capacity
	Working on projects using front and back end languages to help project completion
	Performing appraisals and performance assessment of development team
	Nurturing career development and setting goals for development team
	Manage agile development process
	Use Jira continuous integration 
	Server administration and domain management 
	Database and site management (MySql)

Head of Development and Client Strategy

With an 20 year squiggly marketing career under my belt, I've conquered most marketing jobs: SEO, PPC, Email, Automation, Branding and Content. In the latter half of my career, I've been struck by the impact of brands in marketing. You can tell a slightly different story, change the packaging a bit, and then you've got a winner on your hands. The psychology and movements behind all of it make me feel hopeful. If we were to harness this for something other than simple profit-making, isn't that something worth doing?

I am sure that's the power of proper brand work. And that's what I aspire to do with every company I work with and work for.

Aside from all that here are some highlights: 

- Won a Transform award for identity, strategy and brand work for the mental fitness app Arkeo.
- Founded The Good Marketing Company, generating over £12M in revenue for healthcare clients like NHS, Purearth, Welltodo, Pfizer, and Britannia Pharmaceuticals over four years.
- Spearheaded the vibrant rebrand of Duofertility, resulting in a 30% surge in subscriptions within six months and expanding their retail presence at Boots and Amazon.

And this is what I'm good at: 
Brand Strategy & Development | Community Building | Integrated Marketing Communications
Visual Identity & Brand Guidelines | Public Relations | Brand Health Metrics
Team Leadership & Empowerment | Product Launch Strategy | Employer Branding

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