An authority on Search Engine Marketing and Search
Engine Architecture who has worked as an Industry Search
consulting for Google. A
world-class expert in natural/organic search
engine optimization tactics and tracking web metrics.
Specialist at deployment and/or management of websites
using third party analytic tools, e.g. Core metrics, Web
Trends, Google Analytics, etc. Competencies for
programming and coding in 15 different languages. Skill
sets in multiple coding and programming disciplines.
Creator and Developer of AUMMB. (Adaptive
User Marketing Modeling Behavior) Lead Generation System
which consist s of self-learning adaptive models that
are fine-tuned to deliver maximum yields. Started
career as a Navy FTM (missile programmer) and was
actually involved with the design team that developed
VMS programming at Digital Equipment, which evolved into
the forerunner of the Windows operating system that
dominates today’s world computer market.
Skill Set Summary
Current consulting practice is http://www.DirectorofSearch.com
Joint Venture Partner: Internet Marketing Gorillas
Sold Company June 2008
10 + years experience in an Internet environment
with 8 years SEO/SEM/SEA responsibilities.
Manages up to $350K monthly SEO/SEM budgets on top
tier search engines (Overture, Google, MSN, Yahoo,
Experience with paid search bid optimization and Web
Analytics tools like NetTracker, WebTrends, etc.
Top strategist & tactician with knowledge of latest
industry trends of major search engines and media
World class expert in natural/organic search engine
optimization tactics and tracking web metrics (http
headers, redirect, tracking pixels, etc.)
Quantitative skills include the ability to monitor
budgets, understand ROI and select relative data for
analyzing future marketing actions.
Strong knowledge of the search engine marketing
industry: media providers, tools, technologies,
Deep experience in performance mechanics of search
engine platforms: Google AdWords, Panama, adCenter,
13 Years of programming experience multiple
Experience with both B-to-C and B-to-B and a variety
of CPM, CPC, CPL and CPA campaigns.
Actually used as SEO/SEM consultant expert in
lawsuit defending Google.
Owns over $500,000 of self-built one-of-a-kind
technology used for SEM expertise at a higher scale
level than 99% of most professionals.
Slotted over 900 Top 10 search terms on over 150
International Search Engines including Google,
Yahoo, MSN, AOL, Ask, etc.
As part of a new Joint Venture firm called Internet
Marketing Gorillas, I developed a proprietary
technology titled AUMMB (Adaptive
User Marketing Modeling Behavior). The
technology is underpinned with skill sets and custom
built tools, technology and analysis over 5 years of
real-time development, expertise in the use of A/B
split testing and millions of dollars of actual
on-line advertising campaigns. The
models are self-learning
adaptive models fine-tuned to deliver maximum yields
with customized evaluation tools and unique
one-of-a-kind software that took thousands of man
hours to create. The net result is a hybrid SEO/SEM/SEA
technology which sold for 6 figures to investors.
Jupiter, FL 2000 – Current
leading SEO, SEM, Search Engine Architecture Firm
– Leveraged background in creatively devising,
programming, and coding expertise in Search Engine
Marketing and Architecture for multiple vertical
markets. Spent 7 years developing into one of the
world’s leading Search Engine Marketing
experts. The Directrorofsearch.com was founded by Robert
Henslee, who began his career as a software engineer at
Pratt & Whitney, Inc. programming the EEC & DEEC
(Electronic Engine Control) systems for the F-100 jet
engine used in F-16 aircrafts. He has launched many
large and small dot com enterprise's since and held many
significant technology positions.
Developed and implemented sophisticated testing programs
to improve site traffic, conversions, consumer visit
frequency, based on Self Adaptive Evaluation Models that
became the forerunner of AUMMB technology.
Served as Google lead consultant for Peachtree vs.
JG Wentworth trademark lawsuit when JG Wentworth
sued Peachtree claiming Peachtree used its Meta-Tag
keywords and its Adwords campaigns. Wentworth
claimed millions in lost sales. My role was to
determine how much (damage control) profit and
traffic was actually realized by Peachtree actions
over the course of the alleged illegal trademark
In articles written in InformationWeek and Search
Engine Watch, the lawsuit was referred to as a
landmark case. Gorilla Marketing became well-known
for successful efforts limiting the defendant’s
damages using SEM. Insiders believe Gorilla
Marketing’s specialized one-of-a-kind SEM
data/reports played a vital role in a victory for
Designed and built many proprietary
internet software applications
(including the now world
famous GorillaCV) which augments internet
marketing efforts as well as the design and
development of a number of client portals.
Devised and created routine and ad hoc reports and
analysis using mTab, SAS, Excel, SPSS, etc.
Deploys and manages 3rd-party website analytic tools,
e.g. Omniture, Coremetrics, WebTrends, Google Analytics,
Programs and codes in 15 different languages
Tracks, reviews, analyzes, and optimizes paid (PPC)
and organic (SEO) search engine marketing and banner
Guest speaker (internet marketing) on numerous
occasions for many fortune 500 companies such as
Collaborates closely with marketing and technical teams
to implement data-driven marketing strategies.
Evaluates, recommends and implements new analytics
tools. Assists in defining criteria for measuring
campaign and new project success criteria, key
performance indicators, ROI and SWOT analyses.Develops
and shares insights and other improvements resulting
from unique search tools and proprietary software.
CHILDREN’S HEROES – HEROES, Inc.
(post merger name), Grass Valley, CA
An innovative medium size firm founded to create the
most unique “ahead of its time” consumer/merchant
loyalty marketing system
Chief Technical Officer
- A world class loyalty expert and Pioneer in the field
of writing loyalty software. Many specs of merchant
loyalty card code can be traced back to the concepts
developed by Bob in the mid-90s.
Reported to Chris Hutcherson , CEO who is a current
partner in Internet Marketing Gorillas, LLC and who
co-authored the marketing business model and Portal.
Wrote, coded, and programmed and entire suite of
consumer and merchant loyalty marketing software.
Responsible for the overall system design, project
implementation development, marketing and launch of
a very large co-located site.
Company merged with $20,000,000 revenue public
company in 2000 year with $7,000,000 in venture
Authored all investor venture capital technical
FREQUENT FRIENDS, INC. ,
A firm started from a small staff to build to a 600,000
loyalty consumer data base using proprietary personally
President and CEO
– Built a merchant/consumer loyalty software platform
from scratch and personally sold the merchant base on
acceptance of the card.
Wrote, developed and programmed frequent dining card
for local merchants in Southeastern United States.
Program developed into a $1.5 million business with
600,000 users and hundreds of merchants. This
technology was way before its time and was a
forerunner of many U.S. Merchant Loyalty Cards.
CELLULAR ONE/AT&T TECHNOLOGIES,
West Palm Beach, FL
of the nation’s leading cellular networks
Digital Network Systems Manager
- Hired as a technical computer-programming expert.
Further developed unique skill sets of pattern
recognition and the ability to assess and program
solutions to improve the capabilities of network
Responsible for the operation of the corporate
digital network and all related computers, switching
and cell tower equipment. This included the support
and interfacing of the CBIS telephone billing
DIGITAL EQUIPMENT CORPORATION,
The pioneer company in the conversion of big iron
pre-1970’s computers to the minicomputer revolution that
occurred during the past 30 years.
Chief Operations Manager of MIS & Instructor of VMS
– Hired because of unique ability to design and write
software applications in a time where that skill set was
Served on the design team that developed VMS
programming at Digital Equipment, which evolved into
the forerunner of the Windows operating system
today. In charge of the micro coding, much of which
still lives inside Windows today.
Began the process of developing unique programming
applications, which manifested itself in a software
application mindset that was the beginning of
eventual preparation for expertise in Internet
Marketing and Search Engine Marketing.
Managed Operations in a technical environment that
was literally changing the world on a daily basis
with the movement to smaller computers.
Taught programming of new emerging technologies and
actually created “on the fly” learning applications
that became part of the processes for running small
Designed and wrote countless business applications &
network systems for MIS Corporate Digital Equipment
PRATT & WHITNEY AIRCRAFT CORPORATION,
North Palm Beach, FL 1976–1982
leading jet aircraft engine manufacturer
Scientific/Statistical Software Design Engineer
– Hired to design software packages for Jet Engines.
Programmed the EEC Electronic Engine Control system
for the F-100 engines in the F-15 & F-16 Aircraft
Duties included jet engine operational software
management for flight envelope.
Designed and wrote several engine airframe
simulation software packages for EEC engine
evaluations & test cell operation and certification.
UNITED STATES NAVY,
The United States of America Armed Forces
Weapons Fire Control Systems Programmer
– Trained as a missile computer programmer.
FTM ( Missile Fire Control Programmer)
Worked with breadboards, software/hardware
interfaces, programmed special purpose processors
mostly assembly language and can use any test
equipment – Duties included maintaining missile fire
Bachelor of Computer Science
Atlantic College, Boynton Beach, FL
Google Search Engine Management and Design Classes (7
Microsoft – Robot technology seminars (approx 18+ to
Seiman’s Technology Corporation – AT&T Cell Site &
Switch Operation programming
Digital Equipment – OS/2 Programming
IBM Network File Systems
IBM NCP File Structures
PS2 Networking Diagnostics and Programming
Digital Equipment – Micro-channel Internals
Digital Equipment – OS/2 LAN Manager
US Navy – VAX 1, 2 and 3 Inter Masters
Digital Equipment – Assembly Language Programming VAX –
Digital Equipment – VAX – VMS – VAX – VMS – Scheduling
Digital Equipment – VAX –VMS System
Digital Equipment – VAX – VMS Device Driver
Digital Equipment – VAX – VMS Operating Systems
Digital Equipment – VAX – Programming VMS N VAX-11
Digital Equipment – Advanced RSX – 11M Operator
US Navy – FTMSA (Fire Control Masters
Pratt & Whitney Aircraft – 3 years (Jet engine
Weapons Direction & Targeting Systems
USN Missile Fire Control School - Graduated in top 2%