Manager Sales

TINA ALEXANDER

** **** **** ****** ? New York, NY 10024

646-***-**** cell ? ********@*****.***

SUMMARY

Passionate, consumer-driven business leader with 10+ years of

entrepreneurial experience and a track record of creating innovative,

successful products in fast-paced environments across multiple geographies

and with varying methodologies and business models (e-commerce,

subscription, and advertising).

Experienced in product strategy, planning, online marketing, new product

launches, social media, web analytics, usability, project management,

product lifecycle management, strategic partnerships, internationalization,

search engine optimization, video, mobile web, email, agile, and consumer

research.

EXPERIENCE

03/08-present WALL STREET JOURNAL DIGITAL NETWORK, New York, NY. Senior

Product Manager, WSJ

Direct product development for WSJ.com, attracting 30M+ monthly

unique visitors, including over 1 million paid subscribers, and

generating over $200M.

. Create innovative strategic initiatives to drive revenue

while delighting and engaging users, focusing on advertising,

subscription, and partner revenue.

. Expand, redesign, and optimize content and tools for both

online and mobile consumption, driving 12M incremental

visitors in 2 years. Key projects include the launch of

Greater New York, WSJ. Magazine, and the Asia and Europe

editions.

. Lead five capabilities cross-functional teams, including

search, blogs, and community, to deliver enhancements such as

real-time news, live blogging, and video chat.

. Streamline team structure and processes to increase project

velocity, foster better communication, and improve ROI,

leading to 300% more project releases.

. Drive Social Media initiatives resulting in 5x increase in

social referral traffic and 45% growth in blogs engagement.

Facebook is now our fourth largest referrer.

. Partner with business development team to introduce new

experiences, ranging from Foursquare tips and Facebook

Connect to Property Search and ticket sales.

. Launched and developed go-to-market plan for the Journal

Community, a content-driven social network with membership

exceeding 175k, growing at 3% per month.

11/06-02/08 WEIGHTWATCHERS.COM, New York, NY. Product Development

Manager

Managed the main subscriber tool, the Plan Manager, for the

industry-leading diet and fitness website, serving over 3M

monthly users.

. Developed the vision, strategy, and roadmap for a data-base-

driven tracking tool that features calculators, videos,

recipes, and guides in seven countries (US, UK, CA, DE, AU,

FR, NE) in multiple languages.

. Led extensive customized market research (customer

satisfaction surveys, usability tests, and focus groups) to

shape the product to delight our target personas and user

segments, resulting in 13% increase in top-box satisfaction

scores.

. Researched new product initiatives, including an overhaul of

our site search engine, creating an SEO game plan, building a

Blackberry application, and proposing a European SMS

strategy. Spearheaded RFP process, conducted break-even

analyses, and delivered extensive documentation (MRDs and

PRDs).

. Presented quarterly and annual plans to C-level management.

10/05-11/06 AMAZON.COM, Seattle, WA. Merchant Product Manager

Managed $50+ million third party Home & Garden businesses that

served over 1 million customers for the world's e-Commerce

leader.

. Increased total category revenue through actively managing

key accounts and identifying both gainers and underperformers

to improve product assortment, merchandising, pricing, and

promotions.

. Spearheaded site functional enhancements to improve the

shopping experience, such as customization/personalization,

nominated day delivery, zip-code-based shipping, and

attribute based navigation (including site-wide Shop by Style

functionality).

. Drove awareness of new categories, such as the Pet Supplies

store through email campaigns, site merchandising, keyword

bidding, affiliate programs, and cross-promotions, fostering

the fastest growing third party sales category at over 200%

YoY.

. Crafted themed and merchant-based direct marketing email

campaign, generating over $500,000 incremental sales,

including the "Your New Home" Furniture & Decor monthly

awareness-based campaign.

Summer 2004 THE COCA-COLA COMPANY, Houston, TX Brand Management MBA

Intern

Devised Bacardi Mixers alternative channel strategy to expand

national distribution and increase volume sales, including

consumer solution bundle pack for Target.

. Analyzed retail targets based on size of opportunity, fit

with consumer target, and ability to profitably serve them

(P&L); and retailers' requirements (e.g. product, package,

margin, supply chain, slotting, etc.)

06/95-10/03 SPECIAL EVENTS PRODUCER, New York, NY

Brainstormed, researched and executed event themes for

Manhattan venues and East Coast non-profit and arts

organizations. Events ranged from downtown nightlife and the

international tour of Porgy & Bess to a "Fringe candidates"

media buyers meeting for Comedy Central and a Mary Kaye dog-

show fashion fundraiser in the Hamptons

EDUCATION

DUKE UNIVERSITY, Fuqua School of Business, Durham, NC

Master of Business Administration, May 2005. Appointed Chair, Diversity

Committee of the MBAA. TA: Product Management. Participant, educational

travel programs in East Asia and India.

STOCKHOLM SCHOOL OF ECONOMICS, Stockholm, Sweden

Courses in B2B Marketing, International Marketing; Travel to Estonia,

Russia, Denmark, and Finland, 2004

COLUMBIA UNIVERSITY, Columbia College, New York, NY

Bachelor of Arts, Women's Studies with Political Science concentration,

May 1995. GPA: 3.6. Awarded Columbia College Gold Leadership Medal, 1995;

Awarded Silver Leadership Medal, 1994. Dean's List.

Contact this candidate