Marketing Sales

Larry L. Carillo

719-***-**** ************@*****.***

http://www.linkedin.com/in/larrycarillo

Summary

Online Marketing Professional seeking to utilize my strengths in the

areas of marketing, online community development, product management,

content marketing, Web technology, affiliate marketing, social media, and

interactive marketing experience to help raise awareness of your company

and grow your online community, revenue, and lead generation programs.

Qualifications and Areas of Expertise

. Development and execution of online marketing programs to build

revenue and community

. Direct marketing strategy, including targeting and segmentation

. Web and social media technologies, including monetization techniques

. Establishing best practices for online marketing

. Working with sales, web, and marketing teams to identify and launch

new business opportunities

. Management of direct reports

. Experience working in both BtoB and BtoC realms

. Exceptional leadership qualities

Employment

Online Marketing Manager 10/2011-Present

I3 Results, LLC

Main objectives and responsibilities:

. Lead generation for the higher education industry delivering thousands

of leads per month including lead nurturing programs

. P&L/forecasting

. Increased internal lead generation from 10% of leads generated

internally to over 70% of leads generated internally

. Turned business cash positive within 6 months of hire date

. Increased lead conversion from 1% to nearly 10% conversion rate across

all programs

. Supervision of marketing personnel

. Managed annual marketing budget of $400,000

. Responsible for overall strategy of email, social media, and online

marketing

. Implemented a content marketing strategy in order to increase lead

quality and conversion across online marketing channels

. Partnered with Brafton Content Marketing and Outbrain Content Network

for content generation and distribution

. Increased Facebook "Likes" from less than 50 to nearly 12,000 within 4

months of hire date and increased Facebook Edgerank

. Increased overall Twitter followers and number in Google+ circles

. Researched, developed, and implemented online marketing plans to grow

online community

. Maximized user engagement of current customers, and grew online

revenue channels

. SEO keyword analysis and strategy and management of PPC vendor,

Wordstream

. Established best practices for SEO/SEM, email marketing, and social

media programs

. Developed and analyzed metrics measuring audience size, level of

engagement and PPC, CPA, CPM, and CPC of online ad buys

. Implemented affiliate marketing through PepperJam Exchange and Google

Affiliate Network

. Strategy of SEM keyword buys on Google Adwords and Microsoft AdCenter

. PPC strategy and buys on Facebook's advertising platform

. Retargeting through Google Adwords and Retargeter.com

. Managed mobile web strategy for mobile site development and marketing

. Established and maintained vendor relationships

. Contract negotiation for content, CRM, and SEM solutions

. Worked with and assisted sales teams on new business development and

sales calls

. Attended and participated in the Online Marketing Summit in San Diego,

California in February 2012

Marketing Consultant 3/2009-10/2011

Fossil Creek Media, LLC

Main objectives and responsibilities:

. Setup, strategy, and management of marketing/online marketing

programs/plans for small businesses

. Conduct competitive market research

. Evaluate ROI of existing and future marketing programs

. Evaluation of business P&L

. Managed annual marketing budget of $1,500,000

. Setup and implementation of CRM and marketing automation programs

utilizing SalesForce, SugarCRM, and Marketo

. Setup, implementation, and strategy of email marketing and newsletter

programs utilizing MailChimp, Constant Contact, or Exact Target

. Setup, implementation, and strategy of landing page design in order to

increase conversion rates

. A/B testing of all online/email/marketing initiatives

. Product management of new customer product offerings

. Continually research, develop, and implement new marketing/online

marketing programs to grow community/customer base, maximize user

engagement of current customers, and grow direct marketing/online

revenue channels

. Established best practices for marketing/online marketing programs

. Developed and analyzed metrics measuring audience size, level of

engagement

. Strategy and implementation of PPC campaigns utilizing Google Adwords

. Analyzed CPA, CPM, and CPC of online ad buys to measure success of PPC

campaigns

. SEO keyword analysis and strategy

. Implemented customer retention programs

. Established and managed vendor relationships with direct mail, graphic

design, and web companies

. Contract negotiation

. Training of staff on marketing tools (HootSuite, Constant Contact,

MailChimp, Google Analytics, Google Adwords/Adsense, Twitter,

Facebook, SurveyMonkey)

Online Strategy Manager 6/2006-02/2009

Penton Media, Inc. (Windows IT Media division)

Main objectives and responsibilities:

. P&L/forecasting responsibility for online and email programs

. Supervision of eMedia personnel

. Managed custo

. mer acquisition channels of email and online

. Conducted market research to ensure online programs followed industry

best practices

. Increased overall email and web revenue through online programs using

Web 2.0 mediums such as: SEO/SEM, blogs, forums, webcasts, RSS, email

marketing/newsletters, and social media tools

. Continually researched, developed, and implemented online marketing

plans to grow online community, maximized user engagement of current

customers, and grew online revenue channels

. SEO keyword analysis and strategy

. Established best practices for SEO/SEM, Email Marketing, and Social

Media programs

. A/B testing of all online/email/marketing initiatives

. Developed and analyzed metrics measuring audience size, level of

engagement and PPC, CPA, CPM, and CPC of online ad buys

. Product management of new ecommerce product offerings (webcasts,

blogs, exclusive/subscriber content clubs, email newsletters,

magazine/digital magazines, and ebooks/books)

. Worked with and managed cross-functional teams to establish a

centralized email marketing database to allow for targeting and

relevant messaging of email messages, and to ensure customers receive

an optimal amount of email marketing messages on a per day, per week,

and per month basis

. Worked with the UK/EMEA offices to set a customer acquisition strategy

for our international business

. Developed customer loyalty/retention programs

. Established and maintained vendor relationships with companies such as

Omniture, Google, WhatCounts, InfoUSA (YesMail, Walter Karl), Vibrant

Media, and DoubleClick to provide the best reporting and

implementation of online products

. Contract negotiation

. Worked with and assisted sales teams on new business development and

sales calls

. Implemented Microsoft Dynamics CRM for Sales Team to automate and

improve the sales

. process

. Ensured compliance with CAN-SPAM and current anti-spam practices

. Safe Harbor Compliance across online programs

. Tradeshow and event management

Marketing Manager 1/ 2001-

3/2005

Front Range Internet, Inc. (FRII)

Main objectives and responsibilities:

. Brought new products and services to market for new and existing

customers to maximize revenue via online/offline channels

. Developed marketing programs to promote FRII products and services

. Established FRII monthly email newsletter program to engage current

customers

. Developed and implemented email marketing programs for FRII internal

database in order to maximize profit from current customers

. Worked closely with sales and web development teams to ensure product

placement on company Web site followed online marketing best practices

. Worked to establish FRII brand as leading Internet Service Provider.

. Product development of anti-spam solution

. Tradeshow and event management

Education

Colorado State University

Bachelor of Arts in Liberal Arts with an emphasis in Communication and

Public Affairs

Front Range Community College

Associate of Applied Science with an emphasis in Computer Information

Systems

Technical Skills

. Microsoft Office products, including Word, Excel, PowerPoint, Access,

and Project

. Adobe products, including Dreamweaver, Acrobat, Illustrator, and

Photoshop

. Experience working with blogging systems and Content Management

Systems such as WordPress, TypePad, Drupal, and DotNetNuke.

. Solid understanding of Web coding techniques XHTML/CSS

. Solid understanding of Web 2.0 technologies

. General understanding of MySQL and PHP

. Experience working with Webcast technologies (On24 and WebEx)

. Expert knowledge of social media programs: Twitter, Facebook, YouTube,

HootSuite, Flickr, Digg, Reddit, StumbleUpon, Delicious

. Email Service Provider management and experience working with:

WhatCounts, YesMail, MailChimp, Exact Target, and Constant Contact

. Management and experience working with the following web analytics

programs: Omniture, KISSMEtrics, and Google Analytics

. Solid understanding of CRM systems, Salesforce, Microsoft CRM, and

SugarCRM

. Expert knowledge of SEM keyword buys, techniques and strategy.

. Marketing Automation experience working with and implementing

campaigns in both Marketo and Eloqua

. Mobile web marketing through AdLeads and Google Adwords

. Affiliate marketing experience utilizing PepperJam Exchange and Google

Affiliate Network

. Ad retargeting through Google AdWords, Fetchback, and Retargeter.com

References

Business

Amy Lewis, Content Strategy Consultant, i3Results, LLC, 970-376-

2336, ******@*********.***

Katie Birmingham, Marketing Manager, TechSmith, 517-***-****,

********@*******.***

Geoff Smith, VP of Marketing, Epsilon, ******@*******.***

Personal

Aislinn Kottwitz, 970-***-****, ***************@*****.***

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