Customer Service Sales

Doug Prather

**** ****** ** . **** ****, NY *****

H: 410-***-**** . **********@*****.***

OVERVIEW:

Accomplished, senior marketing professional with over 15 years experience

in direct-to- consumer and on-line marketing within multi-channel

organizations. Encompassing web site development, pay per click, e-mail,

affiliate and organic marketing, DRTV, media planning & buying,

database/CRM-marketing, with the ability and skill set to provide creative,

innovative, enthusiastic and forward-thinking leadership in a team

environment. Focused on achieving continuous, improved business

performance.

2012-present: New Vitality-Farmingdale, NY

A leading direct response company offering health and wellness products for

the past 20 years. The flagship brands are Ageless Male and Super Beta

Prostate.

Director, Ecommerce

Manage all aspects of the New Vitality online business and online strategy.

. PPC

. SEO

. Affiliate

. Email

. Display/retargeting

. Social media

. Web site development

. Media/web site optimization

. Coordination of online media with DRTV efforts

. Built over 40 microsites

2002-2012: Sandviks HOP, Inc.-Danbury, CT

A leading provider of branded, supplemental educational content and

solutions for over 20 years, serving both the consumer and educational

markets with respected product brands such as Hooked on Phonics .

Director, Acquisition Marketing (2010-2012)

Manage all aspects of Hooked on Phonics direct business with overall P&L

accountability.

. Increased direct to consumer business profitability by 25% by reducing

media rates and optimizing campaigns.

. Relaunch of DRTV business by creating new infomercial, managing media

agency, setting up DRTV microsite, and managing call center.

. Set up outbound telemarketing business, including technology, scripting,

and training.

. Rolled out DR radio program by managing media agency, setting up call

centers, creating scripting, and creating radio microsite. This effort

has lead to a doubling of direct sales to date.

. Improved PPC program profitability by 20%.

. Improved social media presence by increasing Facebook followers by 5x via

Facebook advertising and word of mouth and increasing YouTube views by

4x.

. Integrate existing Hooked on Phonics business unit into Sandvik,

including media, fulfillment center, web sites, and database.

. Testing DRTV for Dr. Seuss book club.

Senior Director of Ecommerce (2006-2010)

Manage all aspects of the ecommerce business with overall P&L

accountability working collaboratively with all functional areas to ensure

key metrics are met and customer satisfaction remains high.

. Drove the development and implementation of media strategies that

resulted in improved efficiency and accelerated sales growth and

profitability which led to a 60% increase in online sales while still

maintaining profitability

. Developed, implemented and launched two new e-commerce websites for both

consumer and institutional businesses resulting in a 2X lift in

conversion.

. Optimized pay per click search engine marketing program by refining

biding strategy, increasing number of keywords, expanding to site

retargeting, and incorporating video search.

. Doubled affiliate program by expanding to daily deal sites.

. Refined email program by creating cascade email series and dynamic

content emails.

. Successfully launched new digital content and corporate websites.

. Increased organic search revenue by more than 50% as a result of

strategic SEO efforts.

. Launched Hooked on Phonics blog.

. Devised reporting mechanisms which allows for accurate and timely

accounting of all business activity

. Launched installment billing payment option.

. Hired DRTV agency and set up scripting for both telemarketing and

customer service call centers.

Doug Prather Page 2

Director, Marketing Planning and Analysis (2004-2006)

. Created all company performance reporting by media channel with key

performance metrics. Also created first company sales performance report

for historical performance by media channel with key performance metrics.

. Created finance reporting including revenue by media, returns analysis,

and bad debt analysis

. Created and maintained marketing offer tracking codes for order

fulfillment and customer billing

Manager, Marketing Planning and Analysis (2002-2004)

. Responsible for the launch of the Hooked on Phonics catalog, E-Mail

efforts and eBay campaigns which are currently core revenue drivers.

. Created multi-channel contact strategy coordinating outbound

telemarketing, email, and direct mail.

. Responsible for the creation of the yearly marketing budget by media

channel. This includes weekly spending, calls, orders, revenue, leads,

returns, product mix, payment type, and key performance metrics

. Created and maintained marketing database by consolidating all leads and

buyers into one customer table with full history of the customer,

creating and maintaining all e-mail and direct mail promotion history,

inbound call history, media spending history, sweepstakes winners

history, campaign history for print, PIP, e-mail, DRTV, online, and

purchased lead programs.

1996-2002 Central Purchasing, Inc.-Camarillo, CA

One of the country's largest tool and equipment catalog retailers, Harbor

Freight Tools offers more than 7,000 tools and equipment items, including

products marketed under such brands as Central Machinery, Chicago

Electric, DeWalt, Makita, Pittsburgh, and Stanley.

Circulation Manager

. Selection of mailing lists for all direct mail campaigns for the Harbor

Freight Tools catalog using RFM and modeling techniques. Yearly

circulation: 65 million names from house file (1,000,000 0-12 mo buyers)

and third-party lists.

. Managing printers, including Quebecor World and Quad Graphics

. Creation of marketing performance reporting for direct mail campaigns and

online campaigns. This includes segmentation reporting by mailing for

house names and third-party lists

. Creation of customer cluster mapping reporting for new retail store site

selection

. Updating marketing database and creating GUIs for database access

. Launched company eBay business

. Ad hoc reporting

EDUCATION: B.S. Management Science, University Of California, San Diego,

1995

SOFTWARE: MS SQL Server, MS Access, MS Office, SPSS, ESRI ArcView, Seagate

Crystal Reports, AMSS

AWARDS:

2009 MITX Award: Best Education and Learning Web site

2009 Horizon Interactive Award: Silver eCommerce Web site

2009 Web Award: Education Category Standard of Excellence

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