Purna Virji is the Online Marketing Manager at Stroll – an ecommerce company in the education vertical – where she heads up the search marketing efforts, integrating direct response marketing tactics into digital marketing. Purna’s core areas of focus in-house are: Paid Search, Display/Banners, SEO, Social Media, Direct Response Marketing and Web Analytics. Purna also focuses on customer lifetime value optimization strategies such as Customer Retention Marketing. She worked at an agency for several years before going in-house over two years ago. She is a contributor at Search Engine Watch and has spoken at events such as the SEOmoz in Philadelphia SearchChurch event and at SMX East 2012.