SENIOR MARKETING AND ADVERTISING DIRECTOR WITH
EXTENSIVE B2C, B2B, SAAS AND E-COMMERCE EXPERIENCE
I have led
teams at three different high-volume online advertising start-ups from start to
over eight figures in annual sales. With thousands of campaigns in media and
email acquisition, retargeting, reactivation, CRM and more under my belt, I provide
sales and marketing support for B2B, B2C, SaaS, subscription and niche consumer
categories. I combine findings from behavioral marketing data with client-side
service and creative management for unique insights and innovation. My teams have
attracted and retained business that generate tens of millions of dollars a
year in revenue.
EXPERTISE
Advertising
● Retargeting, Acquisition & Reactivation
● Email, Social, Native & Programmatic
● Copywriting for Brand, Direct & SEO/SEM
● Art Direction
Marketing
● Strategic Positioning
● Agency Client Service
● Influential Presentations
● Brainstorming & Analytics
Management
● Team Leadership
● Project Management
● Vendor Negotiations
● Mentoring
EXPERIENCE
EXPERIENCE
MARKETING AND ADVERTISING DIRECTION, Hamilton, NJ • Founder - March 2015 -
M&AD is a free-lance agency servicing small companies and entrepreneurs
- M&AD delivers a wide range of marketing and online advertising services
- We offer a la carte service based on optimal practices, with a heavy focus on mobile-first execution
- To date, M&AD’s clients have included emerging players in programmatic, cloud services, crowdsourcing, legal and pharmaceutical, with a focus in lead generation through direct marketing and social media
Acted as in-house agency for clients while learning category-wide marketing practices
My Buys is a first party data provider that lets clients use deep data recommendations in ads, Web sites, and email.
- Led team from under $1 million in billing in 2011 to over $12.5 million in 2014
- Managed internal and external design and coding teams for online advertisements
- Completed up to 1,200 jobs a month, with copywriting and traffic management roles
- Helped land and retain dozens of top-tier (+$10K per month) clients, in direct and pitch calls, with senior sales personnel
- Reduced per capita job costs by over 50%, saving company over $95K in 2014, though process enhancements, contractor negotiations and process innovations
- Advised management on product enhancements for HTML5, mobile, native / content campaigns and more
- Delivered best-in-company deadline and throughput metrics (over 99.2% on time and error-free)
- Promoted from Director level in July 2012
Provided marketing support to hundreds of clients in third-party lead generation
Datran was an email provider for acquisition and monetization.
- Led in-house and external teams to produce hundreds of emails, ads, landing pages and more every month
- Drove over $265K in direct billing for creative, and millions in incremental gains from new winning controls
- Conducted dozens of client calls and consultations a year for high level clients and executives
- Tripled output and testing success rate during tenure
- Provided support for sales, marketing, business development, community publishing, and HR for three locations
- Saved the company over six figures in negotiations with providers, and by streamlining production
Drove affiliate marketing programs with marketing and lead generation materials for partners and white labels
Azoogle provided marketing services to a closed network of providers.
- Recruited by ex-manager to produce advertiser e-mails, banners and landing pages
- Increased response and conversion performance for dozens of properties, with average conversion lift over 25%
- Developed optimal practices around landing pages, emails and banner ads
CLARIA, Redwood City CA • Senior Marketing Communications Manager 2001 - 2006
Added over $10 million in billing through the development of optimal creative practices
Claria (fka Gator) was an adware provider, with targeted online ads delivered to over 100 million desktops at its height.
Claria (fka Gator) was an adware provider, with targeted online ads delivered to over 100 million desktops at its height.
- Led creative teams through three-year revenue rise of $4 to $14 to $40 million in annual revenue
- Generated over $10 million in incremental profits from client retention, performance gains and higher eCPM
- Created unique and highly successful online ads for over 1,300 clients, including over 80 in the Fortune 500
- Coordinated business development findings, market research and database analytics to educate clients
- Managed nine-person team while writing, editing and presenting optimization briefs to top-tier clients
- In tests, optimized art outperformed client and agency art over 85% of the time (average gain: 25%)
- Produced in-house print ads, white papers, press releases, e-mail newsletter ads and Web site copy
- Promoted from Marketing Communications Manager in June 2003
ENVIVE, Mountain View, CA • Direct Marketing Manager 2000
Lowered lead costs while improving quality through marketing communications re-branding program
A web site performance optimization company, Envive sold SAP-style SaaS to Fortune 1000 companies.
- Provided a results-driven direct marketing program, with new and more effective direct mail and e-mail
- Cut costs per lead by 60% with more effective marketing materials and vendor negotiations
- Envive lost funding during the dot-com crash, leading to full staff termination
HARMONY CENTRAL, Palo Alto • Direct Marketing Manager 1999–2000
Developed over 125,000 qualified leads for new brand launch through sweepstakes and content generation
Paul Allen backed Harmony Central, a musician content, commerce and community site, with a $15mm first round of funding. He then declined a 2nd round, leading to short tenure for all but the founders of the site.
- Generated and monetized site traffic through e-commerce newsletters, driving millions in sales
- Wrote and created promotional themes and contests, and also served as on-air talent for trade show Webcasts
DISC MAKERS, Pennsauken, NJ • Marketing Manager 1996 -1999
Led marketing re-branding that tripled growth, while protecting margin, for a high-end provider in a static market. Disc Makers is a custom media manufacturer.
- Upgraded marketing materials for multiple business lines, leading growth from $25 to $40mm a year
- Strategist and copywriter on Marketing plans, catalogs, newsletters, postcards and Web site copy
- Managed Direct Mail, Customer Satisfaction and Orientation, and a 4-person direct mail production team
PHILADELPHIA MUSIC CONFERENCE, Philadelphia PA • Publicity Director 1993 - 1996
Helped launch a 3-day, 4-night event with thousands of attendees and dozens of venues
PMC was a new all-genre independent annual event.
- As second-in-command to the founder, wrote directory, managed artists and media, evaluated talent, sold ads and more
- Event was profitable in its second year, and the founder sold it after the fourth year
EDUCATION
SYRACUSE UNIVERSITY, Syracuse NY 1987 - 1990
Graduated in three years with two majors while working full-time
Achieved dual major B.A. in Journalism and Political Science (3.33 GPA)
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