Resume

Bryan Barnes

Digital Strategy and Marketing Technology Leader

Baltimore, MD · jbryanbarnes@gmail.com · linkedin.com/in/jbryanbarnes · jbryanbarnes.com

Summary

Rebuilt UMBC.edu from a link farm into a unified platform with 7,000+ posts and 300+ pages, led a CASE award-winning programs directory redesign (12,000+ apply clicks), and built a 13-tool AI Marketing Hub. Fifteen years leading digital for UMBC, the National Aquarium, and the Baltimore Orioles. Sets strategy with senior leadership and writes the code to deliver it.

Experience

Director of Digital Strategy

University of Maryland, Baltimore County (UMBC) · Remote

March 2019 – Present

  • Rebuilt UMBC.edu from a PHP link farm into a WordPress platform on Pantheon, migrating 19 legacy sites (7,000+ posts, 300+ pages); run the Multisite framework behind 500+ departmental sites
  • Designed, coded, and launched the Academic Programs Directory, replacing a 12,000-pixel table with faceted search: 12,277 apply clicks and 2,407 inquiries in nine months, 68% from organic search (CASE Circle of Excellence Silver, 2026)
  • Cut mobile LCP on the homepage from 11.2s to 3.8s by inlining critical content, deferring scripts, and purging unused CSS; UMBC.edu scores 100 on PageSpeed accessibility and 96% on Silktide
  • Built an internal Marketing Hub (Astro, 13 tools) for the marketing team: AI copywriter with style-guide enforcement, programmatic ad and video builders, and natural-language GA4 reporting via MCP server; in pilot ahead of full rollout
  • Building measurement infrastructure: server-side tagging on Stape connecting web, ad, and Salesforce data; cookie consent banner and preference center built with legal counsel

In-Game Coordinator

Baltimore Orioles (MLB) · Baltimore, MD

February 2018 – July 2019

  • Ran real-time in-game social for 3M+ followers on Facebook, Twitter, and Instagram: live graphics, directing a roving in-stands coordinator, and photographer content; stayed on part-time a second season at the team's request
  • Used engagement data with MLB to show that late-game pitcher posts during losses underperformed

Director of Digital

National Aquarium · Baltimore, MD

April 2013 – July 2017

  • Led digital for Maryland's largest tourist attraction: aqua.org, 5M annual visits, $10M annual e-commerce revenue
  • Led the replacement of the organization's Salesforce CRM and e-commerce platforms, delivered on time and on budget
  • Managed email, UX, and web specialists running campaigns across web, email, social, and paid media

Digital Marketing Manager

Maryland Dept. of Business and Economic Development · Baltimore, MD

January 2011 – April 2013

  • Built Maryland's tourism social presence from scratch: Facebook, Twitter (@TravelMD), Instagram (@VisitMaryland)
  • Ran the website and real-time social media command center for Star-Spangled Sailabration (2012), the War of 1812 bicentennial that drew an estimated 1M attendees
  • Led development of the Maryland Civil War Trails mobile app

Campaign Manager

The Leukemia & Lymphoma Society · Baltimore, MD

2008 – 2011

  • Beat the FY10 fundraising goal by 14.6%

Marketing Manager

One Eleven Records · Baltimore, MD

2004 – 2009

  • Ran campaigns for a 12-artist, Warner-distributed label; two artists upstreamed to Warner

Skills

Marketing Technology: Salesforce Marketing Cloud, Marketing automation, WordPress Multisite, Pantheon, Consent management

Analytics and SEO: GA4, Google Tag Manager, Server-side tagging (Stape), Core Web Vitals, Site architecture, A/B testing

Development and AI: Python, PHP, HTML/CSS, Astro, Tailwind, Flask, API integration, MCP servers, LLM tool development

Leadership: Digital transformation, Marketing operations, Governance, Vendor and budget management, Accessibility

Education

Bachelor of Arts, Philosophy

University of Maryland, College Park

Certifications

Google Analytics 4 Certification · Google Skillshop

Google Tag Manager Certification · Google Skillshop

Speaking

Accessibility in Digital Spaces · CASE District II Conference, New York (2023)