Martin A. Terbrack
**** **** *********, ****, ******** 48098, 248-***-**** (c), 248-***-**** (h), *********@*******.***
OBJECTIVE
To obtain an interactive marketing or IT leadership position responsible for driving strategy, implementation and
performance of a company’s online marketing activities including managing a digital team, stakeholder and vendor
relationships and / or overseeing a specific account, program, product, service, or group (e.g. strategy, search, social
media, mobile, display advertising, project management, design & development, email, CRM and web analytics).
SUMMARY OF QUALIFICATIONS
An experienced, highly motivated leader focused on enabling companies to communicate and conduct business
more effectively with their customers through online marketing and Internet-based applications.
Areas of expertise:
- Online marketing strategy, implementation and performance management with extensive expertise in search, E-
Commerce and Lead Generation business models
- Management of large web properties and campaign initiatives overseeing the design, development and
performance of online activities including paid and organic search, social, affiliate, contests and incentives, email
marketing, web analytics, and CRM components
- Account management, project management, business unit development, internet application product
development and integration experience
Proven senior project manager with a track record for managing project activity with the design, development and
quality assurance to deliver expected results on time and within budget using proven development life cycle
methodology.
Over 15 years of success working with business stakeholders to develop a comprehensive model for interacting
with their customers throughout the entire buying and ownership experience through online marketing and
Internet-based applications.
Dedicated customer advocate who continuously implements product, process, and service improvements based
on analyzing input from numerous channels including company business drivers, market research, benchmarking,
web site analytics, customer surveys, customer segmentation, usability studies, performance measurements,
return on investment, total cost analysis and knowledge of online marketing.
Strong record of delivering “gotta have” solutions that improve business capability and that are scalable, open
and maintainable.
CAREER HIGHLIGHTS
Chief Marketing Officer (CMO) / Founder of Digital Marketing, Inc. – principal owner and primary Digital Marketing
Strategy Consultant for start-up interactive advertising agency. Develops digital marketing road maps based on business
goals and audience online behavior and expertise in numerous online marketing tactics & technologies including:
search, social media, mobile, display advertising, project management, design & development, email, CRM and web
analytics
Director of eCommerce Strategy – provides strategic direction to over 100 eCommerce web site business owners to
increase revenue through web site enhancements and online marketing services as well as overseeing the growth of
Brand Labs capabilities, product portfolio and service offerings. Established Project Management Office to ensure
projects delivered on-time, within budget and high level of customer satisfaction.
eMarketing Strategy Consultant / Digital Business Development Manager at Marketing Associates – provided
eMarketing thought leadership working with account teams and clients to develop and launch interactive marketing
solutions.
IT Manager – responsible for managing a 35+ person IT marketing application development team comprised of both
onshore and offshore resources as well as the management of a on-site data center.
eCommerce Project Manager responsible for Pulte Homes consumer facing web sites, partnered with business
stakeholders to deliver a 50% increase in web site traffic and user registrations as well as a 300% increase in Internet
leads over the previous year. Web sites generated over 90 million page views, 9 million visits and contributed to 5% of
Sales.
Senior Project Manager for ChannelNet who worked with Ford Global Marketing business leads to manage the
development and launch of a Suite of Dealer eTool Applications that included the Dealer Connection Website Utility,
which is used by more than 5,000 Ford, Lincoln Mercury, Volvo, Land Rover and Jaguar dealers to manage their
dealership web sites.
In 1995 when many were not yet aware of the potential of the Internet, I developed an Interactive Business Unit at
Budco that achieved $500,000 in sales with a 48% profit margin and on-time launching of all major web sites.
LEADERSHIP QUALITIES
Character, integrity and vision - Passion for the Internet - Committed to providing right solution to customers’ needs
-
Strong application development methodology - Ability to bridge technical developers, management and customers
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Strategic planning and research and development expertise - Quality, process and measurement driven - Dedicated work
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ethic
- Sound management background - Proven business development history
PROFESSIONAL EXPERIENCE
Digital Marketing, Inc.
Troy, Michigan (4/10 to Present) Internet address: www.digitalmarketingresources.com
Digital Marketing, Inc. is a privately owned Online Marketing Agency / Consultancy start-up offering website design,
development and a variety of online marketing services.
Digital Marketing Strategy Consultant, CMO & Founder
Responsibilities
Developing client’s online marketing strategy including 12 and 24 month roadmaps using a proven approach that is
focused on business objectives, online audience behavior, performance optimization as well as expertise in numerous
digital marketing tactics and technologies including: display advertising, paid search marketing, organic search (SEO),
social media (Facebook, Twitter, YouTube), and Analytics (Google / Omniture)
Growing Digital Marketing, Inc.’s capabilities, products portfolio and service offerings
Manage Display Advertising, Pay-Per-Click and Web Analytics Business Units
Develop and present Online Marketing Strategy presentations & proposals, scope and estimate projects and manage
project plans and freelance network
Designing websites and display ads, setup & management of Pay-Per-Click programs including keyword research and bid
management
Brand Labs
Rochester Hills, Michigan (9/08 to 3/10) Internet address: www.brandlabs.us
Brand Labs is a privately owned E-Commerce Agency (start-up) offering website design, development and interactive
marketing services
Director of eMarketing Strategy – Brand Labs
Responsibilities
Develop client’s online marketing strategy to increase revenue through eCommerce web site improvements and online
marketing services including organic search (SEO), paid search (PPC), affiliate marketing, social media (Facebook,
Twitter), and Google Analytics
Growing Brand Labs capabilities, product portfolio and service offerings
Provide Project Management Leadership establishing bi-weekly status meeting to set priorities with project management
team, line managers and account executives.
Oversee management of sales opportunity pipeline by product and business line including direct sales to key accounts
Develop and present online marketing strategy presentations, scope and estimate projects, develop proposals and
project plans
Major Success
Implemented an organization structure, established a project management office and offsite freelance development
network
Increased the average monthly number of sites sold, average order size and revenue per site by over 25%
Cultivated partnerships with other online service providers to provide new service offerings (e.g. Google, Volusion,
PowerReviews)
Developed one of the 1st Mobile i-phone eCommerce Applications
Marketing Associates
Bloomfield Hills, Michigan (10/06 to 8/08) Internet address: www.marketingassociates.com
Marketing Associates is a 40 year old privately held marketing services company; core competencies include market
research, strategic planning, program administration, sales incentives & promotion their largest clients are Ford Motor
Company & DuPont.
eMarketing Strategist / Digital Business Development Manager – Marketing Associates
Responsibilities
Support Sales teams providing eMarketing consultation to clients. Areas of expertise include: eCommerce application
development, website analytics, email marketing, contests and incentives, search engine marketing, lead generation and
CRM.
Major Success
Client Engagement and Product Launch Management of Chrysler’s Enterprise Lead Management System which provides
leads from brand sites and buys leads from numerous 3rd party websites and lead providers, then improves them
(validation, scoring, enrichment) prior to delivering them to 25+ Dealers Lead Management or CRM Tools.
Developed Search Engine Marketing and Lead Generation Strategy for numerous DuPont products which include B2B
paid search campaigns that drive traffic to targeted landing pages and delivery into Sales Force CRM. This program
leverages Omniture SiteCatalyst Web Analytics and DART to track conversion and multivariate testing of landing pages
to improve campaign performance.
Rolled out a Web Analytics Service offering including development of an implementation planning guide for Omniture
Site Catalyst, initial implementations of Omniture Catalyst and Data Warehouse included the Ford College and Mobility
Motoring programs.
IT Manager – Marketing Associates
Responsibilities
Manage IT organization comprised of onshore and offshore application development teams as well as a data center
system engineering team.
Oversee operational project delivery, providing leadership to project managers and technical leads to establish priorities
and manage risks
Major Success
Providing direction to business stakeholders, account teams, project managers and development leads to successfully
launch and manage eCommerce applications.
Coordinated with agencies to launch the Ford Vehicles Interactive Showroom, Lincoln Dreams social networking and Ford
Auto shows web sites.
Developed a performance and availability monitoring program for all B2C applications, as well as coordinated with
agencies to launch the Ford Vehicles Interactive Showroom, Lincoln Dreams social networking and Ford Auto shows web
sites.
Pulte Homes
Bloomfield Hills, Michigan (05/05 to 9/06) Internet address: www.pulte.com
In 2005, Pulte Homes was a Fortune 150 company with operations in 27 states, delivered 45,630 homes and revenues of
$14.7 billion
eCommerce Project Manager – Pulte Homes
Information Systems Project Manager responsible for Pulte Homes consumer facing web sites, including www.pulte.com,
www.delwebb.com, www.divosta.com, as well as corresponding content management systems used by over 50 business
stakeholders and community editors. Web sites generated over 90 million page views, 9 million visits and contributed to
5% of Sales in 2005
Responsibilities
Managing project activity with the design, development, quality assurance, support and training to ensure expected
results of project deliverables for business leads from sales and marketing, corporate communications, investor
relations, careers, mortgage and various integration partners in accordance with development life cycle methodology.
Directing a high performing team composed of business process analysts, systems analysts, designers, developers, and
quality assurance analysts to deliver projects on-time and within budget including: business, creative, functional, and
technical specifications as well as managing project plans, budgets and resources.
Major Success
Implemented a new release management process to ensure predictable enhancement releases delivered on time and
under budget with high 1st time quality. Resulted in 28 consecutive on-time launches.
Oversaw numerous projects that required “Buy vs. Build” decisions from the initial RFP process, through total cost of
ownership analysis and contract negotiations, to the final application integration or development. These projects
enabled me to grow more knowledgeable in the following areas: streaming media, content management systems,
search engine optimization, website analytics, application performance monitoring, and portal technologies.
Spearheaded the development of an eBusiness steering committee to drive a common strategic direction, to assess
value and to align business goals to IS strategies that deliver business growth. Establishment of a national review of
opportunities enables IS to maintain on-going prioritization and ranking of all website projects across business
stakeholders.
Partnered with the business to deliver on key performance indicators: a 50% increase in traffic and registrations as well
as over a 300% increase in Internet leads over previous year.
ChannelNet
Dearborn, Michigan (10/98 to 5/05) Internet address: www.channelnet.com
ChannelNet is a privately held Internet application development company with estimated revenue of $20 million in 2005;
major client Ford Motor Company. The Dearborn office’s professional services group consulted with Ford to develop a
comprehensive model for interacting with consumers throughout the entire buying and ownership experience, primary
application was the Dealer Connection Web site Utility, which was used by more than 5000 Ford, Lincoln Mercury, Volvo,
Land Rover and Jaguar dealers to manage their web sites.
Ford Dealer eTools Senior Project Manager - ChannelNet
Ensure flawless launch of Dealer eTools products and services working with project stakeholders to develop and implement
a comprehensive project plan that includes product strategy, design, development, testing and deployment.
Launch plans place high level of emphasis integrating e-dealer training and support deliverables into each product release
to assure successful institutionalization of application.
Responsibilities
Managed project activity with the design, development, quality assurance, support and training to ensure expected
results of project deliverables with Ford Global Marketing business leads for Ford, Lincoln Mercury Volvo, Land Rover,
Jaguar brands and integration partners in accordance with development life cycle methodology.
Acted as dealer advocate proposing product, service and support improvements based on analyzing dealer input from
numerous feedback channels including dealer visits, product satisfaction surveys, call center metrics, usability studies,
product pilots, and market research as well as other brand, dealer and consumer inputs.
Managed the development of project documentation including business, creative, functional, and technical
specifications as well as managing project plans, budgets and resources.
Major Success
Flawless launch of Dealer Connection Web sites to Land Rover and Jaguar Dealers.
Development of a Dealer Connection Suite of Products and Services application implementation planning guide
designed to assist project managers in gathering all requirements for new Ford brands to successfully launch
applications.
Managed on-time launch of Sales Point 5.5 to Ford, Lincoln Mercury and Volvo dealers. Sales Point is a dealer lead
management tool that accepts leads from over 100 different lead providers and has over 10,000 users in dealerships
Inca Computer Company
Bloomfield Hills, Michigan (1/98 to 7/98)
Inca Computer Company was a start-up service oriented computer retailer.
Senior Manager of Web Services - Inca
Managed the development of Internet products and services to be sold through Inca's Retail and Business Services Division
channels.
Major Success
Delivery of "i-maker", a cutting edge web site development tool that is completely internet based and features a word
processing-like (Java) editor, which enables users to update content without knowledge of HTML.
Corporate Website Build to Order eCommerce Application to configure and sell computers as well as other products and
services.
Budco
Detroit, Michigan (6/95 to 1/98) Internet address: www.budco.com
Budco is a Detroit based marketing services company with $30 million in annual revenue
Internet Strategist / Business Unit Manager - Budco
Built a profitable Internet business unit that developed large corporate Intranet sites for numerous Detroit area
corporations including Ford Motor Company, Chrysler Corporation and Hiram Walker.
Major Success
Development of Interactive Business Unit that achieved $500,000 sales with a 48% profit margin and on-time launching
of all major Web sites
EDUCATION
DeVry Institute of Technology Columbus, Ohio
Bachelor of Science Degree in Computer Science for Business
Daily Review of Interactive Marketing and Technology Research Reports, Case Studies and White Papers -
each morning, I spend 15 - 30 minutes scanning numerous channels news, research and articles to stay abreast of changes
in Online Marketing and IT from sources such as Forrester, Marketing Sherpa, eMarketer and others as well participate in
discussion groups, blogs and conversing with industry leaders on Twitter.
Project Management Training Institute PMP Certification Course - Focused on integration management, scope
management, time management, cost management, quality management, human resource management, risk
management, communications management, procurement management and professional responsibility.
Omniture Web Analytics Courses – Attended several Site Catalyst user training courses as well completed all online
training modules. Coordinated development of advance course (Omniture: Site Catalyst, Discover, Test & Target) for various
groups with in Marketing Associates.
7 Habits for Highly Effective People - Pulte IS leadership team participated in 5 workshops on Steven Covey’s
leadership principles
Oakland University - Web Application Development Courses reviewed: ASP, VB Script, DHTML, CSS, JavaScript, PHP with
SQL database servers and IIS web servers.
University of Michigan, School of Information - The Design, Implementation, and Management of Complex Web Sites,
Course reviewed: Advanced usage of HTML, JavaScript, Perl, and Web Server Integration
Experience with several Software Development Lifecycles: Agile, RUP, RAD, JAD & Waterfall
Software Competencies Include: Adobe CS4 Application Suite: Photoshop, Illustrator, Dreamweaver Microsoft: Project,
Visio, Word, Excel
Online Courses Completed Include: Adobe CS4 Application Suite: Photoshop, Illustrator, Dreamweaver, Fireworks,
Flash, Premiere, After Effects, Sound Booth (Podcasting) and web programming with XHTML, CSS and JavaScript
Certified Google Advertising Professional – requirements include passing GAP exam and verification of client paid
search program management
ASSOCIATIONS AND INTERESTS
LinkedIn Memberships: 313Digital, Automotive Digital Marketing, Chief Marketing Officer Network, Customer Intelligence
and Insight, eMarketing Association, Online Advertising Professionals and Web Analytics Professionals
313digital Marketing Association – featured presenter at “Digital Marketing 101 Boot camp” mentoring program for
advertising agency professionals
10+ years experience as a Husband, Father, Foster Parent and Youth Hockey Coach
Website: http://www.digitalmarketingresources.com
Professional References: http://www.linkedin.com/in/martyterbrack Twitter: digitalmarketng YouTube: c2bdigitalmarketing
Additional Resources: Portfolio: http://tinyurl.com/25hb3zc, Biography: http://tinyurl.com/ohvsee, and Digital Resource Guide:
http://tinyurl.com/yczykbv