Geoff Lyman

Design Thinking

Creative problem-solving and future-focused thinking

MarTech/Automation

Maximizing efficiency and scale with marketing technology

Team Leadership

Building high-performing cross-functional teams

Analytics & Strategy

Data-driven approach to optimize marketing performance

Feb 2026 - Present

Director of Strategy

SmartAcre

Lead client strategy for a B2B digital marketing agency across content, brand, growth, web, demand generation, revenue operations, and go-to-market engineering.

• Client Strategy
• Content & Brand
• Growth Marketing
• RevOps & GTM Engineering

Apr 2021 - June 2025

Manager, Digital Experiences

The Hershey Company

Oversaw digital marketing operations, global web operations, and development with Agile methodologies. Set vision for technical architecture across websites, customer data platform (CDP), and marketing automation platforms. Led enterprise digital accessibility initiatives and spearheaded AEM Cloud migration for 15+ global sites.

• Digital Strategy
• Accessibility (WCAG 2.1)
• AEM Cloud
• Marketing Automation

Oct 2019 - Mar 2021

Digital Strategy & Operations Manager

Frontline Education

Built and led a digital team across inbound, email, web, search, and ops for high-growth B2B SaaS. Scaled digital engine supporting $1B+ exit. Drove 300% pipeline growth through optimized lead generation, SEO, paid search, and CRO initiatives.

• Lead Generation
• SEO/SEM
• Marketing Operations
• Conversion Optimization

Apr 2018 - Oct 2019

Web/SEO Strategist

Frontline Education

Led website strategy and roadmap for design, performance optimization, CRO, and lead generation. Doubled MQL-to-opportunity conversion rates with AI chatbot implementation. Grew organic traffic by 400% through technical and on-page SEO tactics.

• SEO
• Conversion Optimization
• UX Design
• A/B Testing

Sep 2014 - Apr 2018

Web/Interactive Designer/Developer

Frontline Education

Improved site page speed by 3s, doubled organic search visibility, and increased conversions by 12% via WordPress migration, SEO enhancements, structured data, and re-architecture. Led web design and brand identity for K–12 education sites.

• WordPress
• Web Development
• UX Design
• SEO

5 Ways to Make Your Vibe Coded App Look Like a Human Designed It

Practical ways to improve your app’s user experience, avoid common AI design pitfalls, and stand out from the sea of sameness.

The Three T’s In Action: Truth, Trust, and Transparency in a Price Increase Email?

How a 10% price increase actually made me trust a company more.

Truth: The Foundation of Faith-led Marketing

Why speaking what is real is the first step to marketing that honors God.

What marketing operations systems do you specialize in and how do they drive growth?

I work across CRM, marketing automation (Marketo, Hubspot), analytics (GA4, Hotjar, GSC, etc.), and CMS ecosystems to connect data, content, and conversion. My focus is on building systems that scale and extracting maximum ROI from minimum investment. When operations run smoothly, teams spend less time fixing problems and more time creating impact.

How do you integrate UX, web development, and SEO to deliver measurable results?

I treat every digital touchpoint as part of one ecosystem. A strong UX keeps people engaged, a clean codebase ensures speed and accessibility, and data-driven SEO brings the right audience to the door. The result is a site that looks good, loads fast, and converts, but most importantly, serves the person on the other end.

How do you approach MarTech stack design and tool selection to avoid "tool sprawl"?

I start with strategy, not software. Every tool must serve a purpose, integrate cleanly, and deliver measurable ROI. I prefer lean, composable stacks that empower teams to move fast without creating technical debt.

What is your strategy for first-party data collection, privacy compliance (GDPR/CCPA), and ethical marketing?

Transparency builds trust. I help brands implement privacy-first frameworks that honor user consent, keep data secure, and still allow for smart personalization. Ethical marketing isn't just good compliance, it's good business.

How do you prepare for new search ecosystems (voice, visual, generative AI) in your SEO / AEO / GEO approach?

Search is evolving into answers. I optimize content so it's machine-readable, structured, and credible, ready for AI assistants and generative engines. The goal isn't to "game" algorithms, but to be the most trustworthy, useful source wherever people (or machines) look for help.

Can you share examples of how you leveraged automation or AI (in a realistic, transparent way) to improve marketing efficiency?

I've used automation to streamline reporting, campaign QA, and content deployment, saving hours every week. With AI, I focus on assistive workflows like content optimization, tagging, or schema generation that make teams faster without removing human creativity.

How do you align brand building and performance marketing in a single strategy?

Both matter. Brand builds credibility; performance drives results. I create full-funnel frameworks where awareness feeds demand and data from performance loops back into brand insight. That's how you grow sustainably instead of chasing short-term clicks.

What key metrics do you use to measure success in digital marketing beyond traditional KPIs?

I look at engagement depth, lifetime value, and brand trust indicators, not just traffic or conversions. Measurement should tell the story of real impact, not vanity metrics.

How do you ensure the customer experience across web, mobile, and other channels is seamless, personalized, and engaging?

It starts with understanding the user journey. I map every interaction, then connect data across systems so experiences feel consistent. Whether someone's on a phone, laptop, or speaking to a chatbot, the best personalization meets people where they are.

How do your faith-led values shape the way you design digital marketing and operations?

My faith keeps me grounded in integrity and service. I believe marketing can be both effective and ethical by telling the truth, building trust, and being transparent. You can read more about this perspective in my publication, The Faith-led Marketer.