Manager Marketing

Richard J. Scalise

*** *********** ****. * ****** Island, N.Y. 10312 v (Home) 718-***-****

v (Mobile) 917-***-**** v (Email) ***********@*****.***

(LinkedIn)www.linkedin.com/in/richardscalise

SUMMARY: OVER 14 YEARS OF AUDIENCE DEVELOPMENT MARKETING EXPERIENCE AND AM

RESPONSIBLE FOR THE DEVELOPMENT OF AUDIENCE GROWTH FOR ONLINE, DIGITAL,

NEWSLETTER, PRINT AND PAID CONVERSIONS. THIS IS ACHIEVED THROUGH VARIOUS

PROMOTIONAL MARKETING CAMPAIGNS INCLUDING EMAIL, SEM, SOCIAL MEDIA, DIRECT

MAIL AND TELEMARKETING. EXPERIENCE IN DEVELOPING, PREPARING AND MANAGING

AUDIENCE DEVELOPMENT MARKETING PLANS AND BUDGETS.

EXPERIENCE

SOURCEMEDIA, NEW YORK 02/03 -

PRESENT

Audience Development Manager

. Manage online, digital, newsletter and print audience for the

Mortgage, Banking and Technology community.

. Develop and execute all promotional marketing campaigns around

online, digital, newsletter and print, including email, web-based,

social media, direct mail and telemarketing to maximize subscription

order conversion. This resulted in an increase of the mortgage group

newsletter subscriber file by 37%, an increase of 48K leads across 4

newsletters in 2012.

. Manage paid audience retention and development efforts. Roll-out

programs to increase paid subscribers, maximize the retention of

active subscriber base, improve credit pay-up, reactivate inactive

subscribers, and improve the lifetime value. This resulted in an

increase of paid audience on the Credit Union Journal by 8% in 2012,

bringing in an additional $40,900 in revenue.

. Evaluate effectiveness and cost of all promotional marketing

campaigns (online, digital, newsletter and print).

. Track and evaluate conversion levels for all campaigns.

. Responsible for customer data management including understanding

audience demographics, behavior, buying preference.

. Work with Audience Development Director and Publisher to define

goals for online, digital, newsletter and print audience, highlight

audience reach and show each product's competitive advantage.

. Develop, prepare and manage audience development plans and

budgets.

. Work with design, tech, and product teams to develop effective

messaging and creative for email, landing pages, and registration

flows.

. Work with List Manager to acquire prospect lists.

. Prepare weekly/monthly metric reports for online, digital,

newsletter and print.

. Maintain all audience records for products and fulfill all

requests for data/metrics on these products.

. File all BPA audit statements and act as liaison to audit

bureaus, retaining and preparing all documentation for audits.

VNU Business Publications USA, New York 01/99 - 08/02

Circulation Director (07/01 - 08/02)

Associate Circulation Director (05/00 - 07/01)

Circulation Manager (01/99-04/00)

. Managed marketing plans for five publications.

. Prepared annual budgets and forecasts.

. Reviewed market trends and identify their impact on the current

subscriber base, acquisition cost and marketing.

. Reviewed competitive products to identify changes in strategy

and/or new product launches.

. Analyzed and assess publications competitive situation providing

competitive analyses and reports to the sales staff, attend and

present at annual sales meetings and sales calls.

. Negotiated terms and pricing with vendors for best cost

efficiency.

. Maximized the use of the Internet and e-mail as a marketing tool

and data collection vehicle for subscriptions.

. Explored innovative web-based partnerships.

. Managed a staff of 2.

. Responsible for executing marketing plans and assisting

Circulation Director in setting strategies and goals.

. Coordinated and execute monthly marketing efforts for five trade

magazines.

. Coordinated creative pieces by gathering input from the

Circulation Director, Publisher and Editor.

. Identified and recommended subscriber referral lists to

Circulation Director, Publisher and Editor.

. Created weekly status reports that tracked responses from

marketing efforts.

. Reviewed, reconciled and approved invoices for weekly payment.

. Tracked expenses to ensure they were within established budgets.

. Reconciled monthly financial statements.

Education

ST. JOHN'S UNIVERSITY BACHELOR OF SCIENCE IN MARKETING, SEPTEMBER

1991

Associate in Accounting, May 1989

Skills

MICROSOFT EXCEL, POWERPOINT, WORD, FRONTPAGE, GOOGLE ANALYTICS, EXACT

TARGET, YESMAIL, IPRODUCTION, BASECAMP, EXCELLENT COMMUNICATION AND PROBLEM

SOLVING SKILLS.

Activities

KNIGHTS OF COLUMBUS, VOLUNTEER COACH FOR A CHARITY YOUTH FLAG FOOTBALL

LEAGUE.

References furnished upon request.

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