Qinones McFarland

Adjunct Professor, Business Analyst, Digital Marketer (PPC, SEO, & SEM), & Graphic Designer

Resume

WORK EXPERIENCE

Adjunct Professor

Siena College School of Liberal Arts Albany NY – Aug. 2016 – Present

Courses:

  • MRKT 212 – Marketing
  • MRKT 330 – Business-to-Business Marketing and Purchasing
  • MRKT 342 – Service Marketing
  • Utilize a variety of technologies and instructional methodologies to keep classes fresh and engaging.
  • Work with individual students to improve understanding and course grades.
  • Help students develop talent through a range of exercises readings and discussions.

 

IT – Business Analyst – Digital Commerce

Golub Corp. – B2C – Albany, NY – Dec. 2015 to Present

  • Lead requirements gathering efforts and conduct Joint Application Design (JAD) sessions, focus groups and personal interviews to capture business and technical requirements.
  • Document the complex areas of the project using integrated analysis and modeling techniques.
  • Work with staff to develop, review, and gain approval of business, data, technical, and quality requirements.
  • Act as a liaison with project stakeholders as needed;
  • Develop use cases.
  • Develop and/or modify functional and/or design specifications, technical writing, and documentation.
  • Assist in the design of web pages and user interfaces;
  • Assist the Project Manager in managing product scope through requirement change requests and tractability.
  • Assist in the determination of risks, issues, and other planning items as required by the project.

 

Marketing Consultant

Qinones Designs – B2B & B2C Consultant Firm – Albany, NY – 2010 to 2015

  • Develop strategic customer targeted marketing campaigns.
  • Perform competitive analysis to evaluate product capabilities, pricing, promotion, distribution.
  • Executing retail merchandising & promotional marketing/advertising plans.
  • Create Company logos.
  • Create Company websites.

 

Digital Marketing Manager

PicPixa – B2C Consumer Products – Buffalo, NY – May 2014 to February 2015

  • Managed a $200K annual PPC, SEO, SEM, and Vender budget.
  • Designing and implementing multi-channel marketing initiatives including, email, SEO, SEM, PR, & affiliate relationships (LivingSocial, Yelp).
  • Measured and evaluated performance of all marketing campaigns (Facebook, SEO, & PPC), against desired goals (ROI & KPIs).
  • Collaborated with the executive team on a weekly basis to develop, evaluate and initiate new growth strategies.
  • Utilized strong analytical skill to assess budgets and deadlines, across multiple channels and customer touch points.

Marketing, Communication Specialist

GP:50 – B2B Manufactures Industrial, Oil, Gas, & Aerospace – Grand Island, NY – October 2011 to April 2014

  • Managed a $100K annual Marketing/Trade Show budget.
  • Tracked and developed all marketing and communications (Website, Social Media, Print, Trade shows, and E-mail Marketing).
  • Produced sales presentations, multimedia kits and provided vital marketing analytic & demographics.
  • Initiated a successful SEO and SEM campaign to increase the website’s visibility and drive sales traffic.
  • Designed several multi-media marketing campaigns for trade shows and seasonal promotions.

 

Bankruptcy Mortgage Specialist (Contractual)

Bank of America – Amherst, NY – November 2010 to November 2011

  • Collections professional Bankruptcy Mortgage Specialist coordinated the assignment of small claims legal accounts, bankruptcy accounts, deceased member’s accounts, and delinquent mortgages.

 

Marketing, Communication Specialist

Meritain Health – B2B Health Insurance Company – Amherst, NY – February 2009 to August 2010

  • Managed a $500K annual print budget.
  • Directed brand management, PR, media relations, corporate positioning, and product launches, advertising, sales collateral, and trade show marketing.
  • Developed and launched integrated, multi-channel print, catalog, web and direct marketing campaigns that propelled sales, and awareness.
  • Performed ongoing customer/market research and demographic profiling to identify and capitalize on the unmet market need ahead of the curve.
  • Established, developed, and managed social media networks (Facebook, & Twitter).

Graphic Designer/Production Artist

New Era Cap – B2C Consumer Apparel – Buffalo, NY – June 2005 to September 2008

  • Designed catalog system was standardizing all the MLB logos within the company.
  • Developed Standardized the spec documentation process used by the factories in Asia.
  • Created and updated specification cards (Cap Designs) and PDFs per customers’ orders.
  • Communicated directly with partners in the UK, and China to identify areas of concern and develop solutions daily.

EDUCATION

Certificate: Project Management Professional (PMP® Exam Prep)

Certificate: Essentials of Project Management

Villanova University – July – Aug. 2017

Master of Business Administration (MBA)

D’Youville College – May 2010

Bachelor of Fine Arts in Graphic Design

Daemen College – May 2003