Manager Marketing

ROI and LTV obsessed direct response marketer who loves the challenge of

engaging users online and enticing them to participate in various

activities such as taking surveys, downloading apps and making real time

purchases

Demonstrated success in:

. Developing and executing campaigns across display advertising, social

media, search engine and affiliate marketing; both on traditional and

mobile devices

. Identifying internal efficiencies and opportunities and rechanneling

those energies into scalable processes and procedures to positively

contribute to the health and development of the department and

company.

. Building strong teams through extensive education, and balancing

strengths while creating growth opportunities

DIGITAL PLATFORM EXPERIENCE

DFA, Atlas, Nanigans, Optimost, MediaMath T1, Math Clarity, DoubleClick

BidManager, Pubmatic, Rubicon, AdX, Impaqt, Turn, Invite Media, AdReady,

Tumri, Criteo, TellApart, DoubleVerify, Integral, Evidon, TRUSTe,

Convertro, VisualIQ, TagMan, Tealium, Omniture, webtrends, Nielsen,

Comscore, Moat, bluekai, Datalogix, LiveRamp, proximic, peer39, exelate,

quantcast, brilig, GDN, RightMedia, FBX, OpenX, pontiflex, inmobile,

MobileWalla, Jumptap, TapAd, Media Bank, TraffIQ, operative, apt, Matomy,

datran, TheUseful, Linkshare, adknowledge, Marchex, rocketfuel, ContextWeb,

AddThis, gigya, Facebook, Twitter

EXPERIENCE

MERKLE

SENIOR DIRECTOR DIGITAL OPTIMIZATION December 2012 - Present

. Built and managed an exceptional team of highly analytical ad

operations and optimization analysts. Optimization team functions

effortlessly across multiple DSPs and digital platforms to deliver

client budgets within performance goals, while always proposing

additional means to achieve cost savings, volume growth, use new media

channels to accomplish goals and grow business. Optimization team is

responsible for on boarding all clients, scaling performance, analyze

campaigns, forecasting, preparing proposals.

. Worked with client services to establish both internal and external

collateral to identify performance throughout the acquisition funnel,

and call out opportunities such as creative optimization, landing page

and conversion optimization.

. Defined infrastructure requirements in order to scale department

growth from $15MM annual revenue to a projected $85MM for close of

business 2013.

. Created process for pulling, organizing and analyzing campaign

performance; with measurable success through data visualization tools

such as Tableau.

. Established protocol for onboarding SSP partners, and private

marketplace deal IDs to compliment exchanges and programmatic based

digital buying.

SYNAPSE RESEARCH

CONSULTANT - ONLINE PANEL ACQUISITION April 2012 - December 2012

. Leverage experience in digital acquisition methodologies to build

panel of 150,000 active panelists (US, age 14+) in less than 6 months,

with average cost per double opt in of $0.98.

. Developed panel acquisition strategy, conversion funnel, and nurturing

campaigns to extend the usable life of each panelist.

. Established processes for measuring effectiveness of offsite marketing

initiatives, performing optimization tactics to increase the

effectiveness of each ad buy.

THE NIELSEN COMPANY

VP ONLINE PANEL ACQUISITION January 2008 - April 2012

. Developed a targeted acquisition strategy utilizing online behavioral

advertising, display, email, search and social marketing. Media buys

are designed to capture and engage panelists/customers with the

strongest usable life based on demographics, psychographics and online

behavior. Acquisition approach was built around the need to

identify, measure and match back the value of each customer/panelist,

and optimize each campaign opportunity for greatest possible ROI.

Model was easily replicated and executed for Spanish language users in

the United States as well as in the United Kingdom; soon to be rolled

out to Germany, France and Spain.

. Leading a team of six online acquisition managers and creative

developers to devise and execute on a half million dollar monthly

budget to yield engaged participants in the various Nielsen

communities such as Nielsen Online, Nielsen Mobile and RewardTV.com.

Team is constantly focused on individual growth and driving to make

the greatest possible contribution to the team to drive the business

forward.

. Responsible for all communication to senior executives for the status

of online panels in the United States where information must be

carefully tailored to the role of the executive so that the message is

accurate, clear and actionable for the stakeholders.

. Provide consulting to internal clients on technology infrastructure

including panel management solutions, email service providers, content

management solutions, and inventory and data exchanges.

. Working alongside senior management to advise on product design,

business development strategy and marketing efforts for upcoming

relaunch of Nielsen Mobile panel and Nielsen Digital Voice.

. Leveraged virtual currency as a platform to extend the reach of a

traditional online panel.

THE RIGHT MEDIA EXCHANGE (RMX), a Yahoo! Company

Senior Deployment Manager November 2005 - January 2008

. Established protocol for deployment of new partners onto the Right

Media Exchange, powered by Yahoo. Worked with sales through presale

to integrate client needs into a dynamic customized solution;

resulting in aggressive monthly and quarterly revenue recognition.

. Developed and operationalized the on boarding process so that it would

meet all key requirements, and deliver on key performance indicators,

but was flexible enough to meet the variety of needs each client

needed to resolve.

. Managed a team of four deployment managers for advertisers, publishers

and networks who provided strategic and tactical guidance and training

to agency personnel on new way of buying media. Embodied the role of

Coach and Mentor to recognize performance and establish individual and

team goals.

INSIGHTEXPRESS

Manager of Respondent Delivery, October 2002 - November 2005

. Responsible for acquisition tactics to grow online panel from 50,000

active survey participants exponentially. Worked with product

development teams to create internal tools to monitor the usable life

of a panelist and track the revenue generated from each media buy.

. Grew domestic acquisition budget to $100k per month, with a cost per

registration less than $1.

. Managed online media partners to provide targeted inventory, with a

focus on the need for post click participation in the Opinion Central

panel. Managed multiple contractors to develop online banners and

email creative to be used to drive the online participation of a

census representative online panel.

. Developed reporting for upper management on tactics used, spend and

measurement which served as educational and actionable. Monitored,

projected and responded to the in field needs of the organization to

ensure that timeline and budgetary commitments were never compromised.

CLARION MARKETING AND COMMUNICATIONS

Media Coordinator, September 1999 - October 2002

. Responsible for coordinating all postal list purchases for direct

marketing initiatives for advertisers such as AAA, South Western Bell,

Tauck Tours, KitchenAid, HotJobs.com, Travelers, and Cadillac. Tasks

included opening purchase orders, tracking files, auditing content, as

well as, invoicing for all list work.

. Drafted and executed data processing instructions for third party

vendor, such as Acxiom, responsible for implementation of Merge/Purge

process, segment coding, cell splits and NCOA. Drafted and executed

lettershop instructions for third party vendor responsible for

implementation of variable copy, and A/B creative testing.

EDUCATION

PACE UNIVERSITY, Dyson School of Science, Pleasantville, NY

Bachelors of Science May 1999

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