Marketing Manager

DIONISIOS FAVATAS

**** *********** ***, **, #***, Washington, DC 20008

202-***-**** ********@*****.*** http://about.me/favatas @diofavatas

PROFESSIONAL SUMMARY

Industry recognized ideation leader in the Digital Communications space, firmly positioned at the crossroads of technology

and communications, specialized in the Marketing, Communications and Public Relations arenas.

PROFESSIONAL HIGHLIGHTS

• Conceptualized award winning digital programs for TMP Worldwide – Advertising Age's “Top 30 Agencies List” in

2007 and the 14th largest digital agency in the U.S – to rebuild the firm’s DC digital operations.

• Crafted a 12-month change management strategy to shift more of Cosmopolitan UK's content production and

advertising revenues from traditional print to a socially integrated online media platform, alongside developing and

deploying smart media applications for tablets and smartphones, to reverse declining circulation in the U.K.

• Award winner of the Market Research Society’s (MRS) 2008 Award for Best Masters Dissertation, for an

innovative multi-channel social marketing study that produced evidence to broadcasters, government, and brands,

to substantiate, syndicate, and extend Livity Ltd.'s Dubplate Drama project in the UK – and now internationally.

• Educated the general public of counterfeit medicines entering the U.S. supply chain. Conceptualized and

produced a digital strategy to address this need for the top five PhRMA companies, yielding a recalibration of their

social influence within the safe medicines debate from the bottom 10 to the top two.

• Served as a strategic advisor to Washington Post Newsweek Interactive (WPNI) to develop digital circulation

platforms and a multi-faceted bid-based advertising cost structure to reverse declining print circulation and

revenue losses.

• Re-architected the digital marketing and advertising apparatus for Strayer University – the third largest for-profit

University system in U.S.

• Conceived and launched Strayer University’s first ever formal university-wide social media strategy and social

networking policy. Program’s success repositioned Strayer as an elite and progressive learning institution for

working adults.

PROFESSIONAL EXPERIENCE

NEWDAY FINANCIAL, LLC dba NEWDAY USA, FULTON, MD (01/2013 TO PRESENT)

Director of Social Media

Brought on to develop and formalize the company's digital, social media and communications strategies. Core

responsibilities include managing corporate communications, public relations, and digital marketing and recruitment

efforts. Deeply integrated with the NewDay USA Foundation, the philanthropic arm of NewDay USA, with responsibilities

spanning from managing philanthropic events, public relations and core messaging and branding initiatives.

Achievements / Engagements:

• Initiated and currently managing a full-scale interactive website and advertising rebrand for the entire Chrysalis

Holdings, LLC portfolio of companies, to coincide with the rollout of formal communications strategies, and

scheduled for deployment in October, 2013.

• Laid the groundwork for NewDay USA’s social media strategies for marketing communications, public relations,

recruiting and philanthropic efforts by establishing core social networks, analytics and ROI platforms. These

efforts have generated 150,000+ impressions, with an average PTAT of 1,087 per post, and over 2,500 social

referrals to NewDayUSA.com.

• Currently prototyping the first-ever NewDay USA mobile application built on the principals of financial literacy and

financial planning and slated for roll-out in Q1, 2014.

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• Secured and planned the first “Washing of the Wall” of 2013 at the Vietnam Veterans Memorial to coincide with a

planned check-handing ceremony on the East Knoll of the Mall for NewDay USA Foundation’s $1m donation to

build “The Education Center at the Wall.” Secured media coverage and pickups of the event from media outlets

such as WTOP, The Wall Street Journal, MarketWatch, among others.

• Secured and planned the arrival of The Wall That Heals – a half-scale replica of the Vietnam Veterans Memorial

Wall – to our Corporate Headquarters in Fulton, MD. The display and surrounding events brought out several

hundred people within the community as well as generated media pickups from WJZ-CBS and others, while

generating over 10,000 impressions, likes and views across multiple social media channels.

CHLOPAK LEONARD SCHECHTER AND ASSOCIATES, INC., WASHINGTON, DC (06/2010 TO 12/2012)

Managing Director of Digital Media

Designed and built out firm’s first formal digital practice. Responsibilities included developing a strategic roadmap for

knowledge and revenue growth, staffing the digital team, creating agency relationships with media outlets such as Google,

Microsoft, Facebook, and others. Constructing and implementing social media strategies and weaving them into public

affairs, crisis management, international relations, and grassroots advocacy programs to meet client objectives.

Achievements / Engagements:

• Client – PhRMA: Conducted a multi-target social media analysis to conceive an expansive social media strategy

on the threats of counterfeit medicines, targeting vulnerable groups such as parents. Within two months of

execution, successfully increased Twitter followers by 349%, while tripling the engagement factor to 867%.

Increased Facebook interactions by 405%, and bit.ly clicks by 1839%. Campaigns’ efforts crowdsourced a large

grassroots apparatus, while exponentially increasing PhRMA’s social influence – in the safe medicines debate.

• Client – Sherry Council of America: Implemented a robust organic digital plan to increase awareness and change

the perception of Sherry wines among millennials. Performed a comprehensive social media analysis to define

strategic and tactical elements of the “Secret Sherry Society” campaign. Increased the Sherry Council’s Web

presence by 370%, Twitter following by 182%, and Facebook “Likes” by 19%, in one month.

STRAYER UNIVERSITY, LORTON, VA (05/2009 TO 05/2010)

Interactive Marketing Manager

Re-architected the digital advertising and marketing communications team, adding specialists in areas such as lead

generation, new media, and search-based media planning and buying. Developed a social media platform to reach out to

prospective students, current students, and alumni. Launched the University’s first ever social media strategy and social

networking guidelines. Led with a focus on utilizing Best Practices for the Web, creating two-way dialogs with users via

social ecosystems, while improving projection models, reporting and conversion rates.

Achievements / Engagements:

• Managed an 8-figure Digital budget with support from a 3-person team.

• Initiated an ROI-based media planning strategy for developing quarterly budgets, measuring lead generation

against conversion rates, honing in on lifecycle criteria – from impressions to inquiries to enrollments – while

adjusting budgetary spending against such benchmarks.

• Launched Strayer’s first comprehensive social media strategy, generating a Facebook following of 3,200+, 600+

Twitter followers and 3,700+ total views on YouTube within the first month of inception.

• Reduced duplicate inquiries by 25%, while increasing conversion rates by over 1% through various channel

modifications, while developing projection models to ensure benchmarks were consistently met.

CRANFIELD UNIVERSITY, CRANFIELD SCHOOL OF MANAGEMENT, UK (2007 TO 2009)

MS, Business Administration and Strategic Marketing

TMP WORLDWIDE, MCLEAN, VA (11/2004 TO 09/2007)

Director of Strategic Partnerships (06/2006 TO 09/2007)

Sought out by management to drive digital product innovation that met the needs of vendors through revenue-share

agreements, while fully complying with corporate objectives. Developed and maintained national and global strategic

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partnerships between TMP Worldwide and new media platforms such as LinkedIn, MySpace, Indeed.com and others,

while incorporating social networking tools into TMP’s product mix.

DIONISIOS FAVATAS PAGE THREE

Achievements / Engagements:

• Generated industry alliances by creating two-way integrations with TMP’s media distribution platform, such as

winning a sole-source contract with ADP to integrate TMP’s VIPeR platform with ADP human resources engine.

• Fueled a pipeline of more than $1M in incremental revenues by negotiating and finalizing partnerships with third

party technology vendors such as ADP, Brassring, Indeed.com, and SimplyHired, among others.

Senior Interactive Strategist (11/2004 TO 06/2006)

Key player in TMP’s reemergence as a digital advertising and communications leader. Acted as TMP’s interactive subject

matter expert, driving cutting-edge Web 2.0 strategies for clients such as AOL, CIA, IRS, T-Mobile USA, and others.

Achievements / Engagements:

• Derived and crafted digital strategies that led to TMP’s DC office winning numerous industry awards (e.g., SHRM,

Addy, Webby, etc.), for clients such as AOL, CIA, IRS, and others.

• Liaised existing TMP clients’ on reallocating advertising dollars into higher value, integrated traditional-digital

strategies, subsequently leading the DC office from the red to the black by generating more than $1M in NET

digital revenue in 2005.

• Fueled the DC office’s recognition as the leading contributor to digital program growth in both 2005 and 2006.

GRASSROOTS ENTERPRISE, INC., WASHINGTON, DC (07/2002 TO 10/2004)

Client Manager

Analyzed and evolved digital public relations and public affairs strategies. Led the transformation of firm from a startup

into a stable and growing business. Advanced the interests of clients promoting alternative energy, heart disease, stroke

prevention and human rights advocacy programs, such as the American Heart Association, the National Biodiesel Board

and Pacific Gas & Electric.

Achievements / Engagements:

• Client – American Heart Association: Dramatically improved public awareness of heart disease and stroke – the

number one killer of women and children – by launching online social outreach programs surrounding “Women’s

Heart Day” and the “Research Saves Lives” campaign. Program elements included viral and social sharing features,

eliciting “survivor story” submissions, and initiating blog and message forum outreach programs. Subsequently, grew the

association’s online constituent base eight fold (from 5,000 to more than 40,000).

• Client – Pacific Gas & Electric: Improved communications with its pensioners and employees in the wake of a

bankruptcy filing. Proactively mitigated crises by creating microsites that dispersed stakeholder driven information

to targeted audiences, facilitating two-way dialogues, ultimately altering negative sentiment towards PG&E into

positive sentiment over the course of the campaign.

FAVATAS.COM, WASHINGTON, DC (02/2001 TO 07/2002)

Chief Interactive Strategist

Served as lead strategist and digital ideation leader. Conceptualized the development of marketing materials, websites,

multimedia, and communications strategies for non-profits and SMEs, such as e-Gov, Blue Light Ventures, and BIDEV,

growing subscriber lists, harvesting surrogates, and fostering calls-to-action by as much as 100% annually.

Achievements / Engagements:

• Client – Blue Light Ventures: Developed one of the first Flash-based interactive gaming exhibitions in preparation

for Macworld Expo, 2001.

• Client – BIDEV, Inc.: Created a comprehensive digital marketing kit by conceiving the first full-motion digicards

with a built-in knowledge base and walk-through tutorials.

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EDUCATION

MS, Strategic Marketing (2009)

Cranfield School of Management

Cranfield University, UK, GPA: 3.83

BS, Business Administration – International Business and Finance; Minor Information Systems (2001)

E. Philip Saunders College of Business

Rochester Institute of Technology, GPA: 3.60

AFFILIATIONS AND MEMBERSHIPS

• •

American Marketing Association (AMA) New Media Community of Practice

• •

Association of Strategic Marketing (ASM) Online Marketing Professionals

• •

Brand Experience & Activation Group Social Media Today

• •

Cranfield Management Association (CMA) Social Media University Online

• •

Digital East Community The Testing Group

• •

Direct Marketing Association (DMA) ThoseinMedia

• •

Future of Social Media eMarketing Association Network

• •

Media Professionals Worldwide Twitter innovators

HONORS AND ACHIEVEMENTS

• Alpha Sigma Lambda Honors Society

• Class President, MS in Strategic Marketing (Cranfield University)

• Co-Founder, Favatas Endowed Lecture Series (Rochester Institute of Technology)

• Market Research Society's (MRS) 2008 Master's Thesis Award

• National Golden Key Honors Society

• Phi Sigma Pi Honors Society

• President, International Business Group (Rochester Institute of Technology)

• President, Strategic Marketing Alumni Association (Cranfield University)

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