Customer Service Sales

Kathleen Morford

** *** ****** *****

Pittsburg, CA 94565

C:(415) 359-

3469

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

SUMMARY

Digital marketing and business development expert with 13 years

industry experience.

W O R K E X P E R I E N C E

GUBA & SVG Technology, Inc.

San Francisco, CA

Vice President of Marketing

2005-Current

Responsible for overall traffic growth of GUBA's various

online properties through Affiliate Marketing, PR, Private

Labels, Processor Acquisition, Media Buys, Convention

Presence, ROI Driven Promotions, Newsletters, BBS Presence,

USENET integration, and Building Strategic Alliances.

. Increased Revenue

. Rebills doubled in my 1st Quarter of employment

. Launched Android and iPhone content portals - monetize

mobile traffic

. Launched & Managed Webmaster programs

. Launched & Managed Pay sites (1:600 Success Ratio)

. Self-Started Direct Mail Discounts to Ex-Members (1:80

Success Ratio)

. Media Buys - Selling both CPM and pre-paid spots to

Advertisers

. Reorganized USENET Navigation and paired with premium

content to boost customer retention to 6+ month average

. Acquired free HD content from various studios and

promoted via upsells for 50/50 revshare split

. Strategic Alliances

. The WB Network & Sony - Premium Content Channels

. LiveDoor - Monetizing Japanese Traffic

. VICE - White Label

. Operational Savvy

. Structured a partnerships with ASACP, ICRA & FSC

. Liaison between all departments

. Managed layoff transitions

. Currently managing 4 employees - I play to each

individual's strong points and communicate effectively

for personal growth

. Work closely with our attorneys

. Finance

. Sourced merchant accounts (offshore and US based)

. Negotiated 2% merchant account rates based on high order

volume and historically low charge-backs

. Oversee receiving hold-backs on time every 6 months

. Acquired ability to process JCB, Amex, Switch, Delta,

Maestro, Bleue Visa, Discover, and Diners Club cards (in

addition to the typical MC and Visa)

. Lead monthly strategy pow wow's with owner and

accountants on keeping GUBA lean and profitable

. Cut overhead by 40% by working directly with the CFO and

CEO on cost reduction

FriendFinder Inc/Medley.com

Palo Alto, CA

Senior Business Development Manager

6/04-10/05

Leader in adult market for business development team, cross

promote with internationally recognized FriendFinder

affiliate network, facilitate outsourced marketing, and

devise strategic partnerships through Medley.com.

Responsibilities include negotiating Private Labels, Leading

Acquisitions & Mergers, Sourcing Strategic Partnerships, Lead

Generation, Traffic Deals, Affiliate Program Management, PR,

facilitating focus groups, sourcing processor solutions for

high chargeback areas, Advertising management, Copy Writing

for Affiliate Newsletter and Projecting Team Revenue. I also

represent FriendFinder at affiliate conventions.

. Managed Affiliate Network

. 20+ sites with separate affiliate programs

. 350k+ affiliates

. Newsletter management for 20+ affiliate programs

. Market Research to source & steal competitor's

affiliates

. Devised spider trap to increase Alexa rating

. Increase interdepartmental communication to allow for

cross promotion and leveraging of core traffic

generators.

. Private Labels & Cobrands

. Negotiated & Managed high profile private labels

. Business Development

. Identified and initiated Strategic Alliances

. Sourced sites that were appropriate for mergers and

acquisitions and initiated response. Managed process

from negotiation to signing.

. Licensed content in exchange for traffic for video

library. Revenue doubles every month. Successful

upgrading tool.

. Focused on International communities that drive highest

long term revenue

. Landed free high profile PR by writing articles for

online magazines

. Processor Solutions for such high chargeback areas as

Brazil.

. Spearhead project to obtain new JCB processor to boost

Japanese conversions. Negotiated processor deal with

Paycom.

Successful Broker and Traffic Doctor

. Based on source loss reports devised plan to steal

traffic from competitors.

. Well known on popular webmaster boards to broker power

affiliates.

. Project management and copy editor for monthly traffic

doctor email to 350k affiliates. This was successful in

boosting traffic, inciting interest with inactive

affiliates, and increasing conversion rate.

. Lead lucrative Lead Generation deals with companies like

LionDollars.

Entertainment Mall

. Increase competitive promotions by allowing all top

stores to promote on FriendFinder.

. Negotiate new and better revenue cuts; upwards of 40%

. Leverage real estate by providing ad space in exchange

for licensed content

4DMatrix/DreamCash.com

Mountain View, CA

Acquisition Marketing Manger

8/03-6/04

Supervised marketing team and provided cross departmental

leadership to accelerate sales and brand recognition for

DreamCash websites. Responsibilities include facilitating

website redesigns, creating promotions, print/online ads,

developing strategic partnerships, traffic deals, affiliate

program management, sourcing processors, facilitation of

direct email marketing efforts, and copy writing for

eNewsletter publication. I also attended numerous affiliate

tradeshows as the DreamCash representative.

. Management of redesigns

. Collect end-user ability data

. Analyze click stats to implement changes that increased

membership sign ups

. Expert knowledge of Photoshop, Fireworks, and

Dreamweaver

. Friendly liaison between marketing team, designers, and

engineers.

. Lead think tank teams to optimize our free tour real

estate

. Market Research

. Interdepartmental communicator seasoned in working with

designers and engineers.

. Promotions

. Developed provocative promotional ideas, materials, and

tag lines

. Aggressively collected email addresses for our

eNewsletter publication

. Worked closely with designers and webmasters

. Affiliate Program Management

. Composed email newsletters for webmasters

. Analyzed sales data to target top 50 webmasters

. Successful webmaster acquisition campaigns

. Boosted sales to 10.5 million last year, alone.

Processor Procurement

. Spearhead project to investigate new credit card

processors

. Instrumental in boosting memberships overnight by

securing new credit card processors for JCB cards

Direct Email Marketing

. Negotiate successful, targeted opt in email campaigns

that increased membership signups

. Seasoned in working with brokers and list owners

. Worked with designers to create email body in jpg so we

could avoid technical language/character barriers and

send to Japanese lists.

. Management of innovative database segmentation to better

target users

Key Traffic Deals and Partnerships

. Secured traffic deals to convert their Japanese traffic

. Renegotiated partnerships to boost revenue.

Copy Writing

. Utilized creative background to produce tag lines and

other promotional verbiage to entice new users

. Assisted with writing content for our daily erotic

eNewsletter.

. Varied experience at working with advertising agencies

and free lance writers.

Hello Direct, Inc.

San Jose, CA

Business Development Manager

12/00-8/03

Oversee business development efforts for eCommerce division

of a $92M B2B/B2C direct marketer of telephony equipment.

Responsibilities include direct affiliate network program

management, search initiatives and optimization efforts and

managing/prospecting marketing partnerships.

. Direct management of company's total affiliate network

program

. Expert knowledge/familiarity of Linkshare, BeFree and

Commission Junction

. Implemented/integrated/transitioned/negotiated 3

different affiliate programs (Commission Junction,

BeFree and Linkshare)

. Reduced expenses associated with affiliate and partner

marketing programs by 36% which helped drive a 43%

overall increase in affiliate program net operating

profit

. Grew affiliate program to represent over 10% of

eCommerce net revenue

. Prospect for new marketing partnerships that will drive

customer acquisition

. Negotiated several reciprocal marketing partnerships

that resulted in strong customer acquisition results

. Managed profitable and productive relationships with

existing marketing partnerships (i.e. epinions.com,

price.com, Amazon.com)

. Optimize and implement search initiatives

. Implemented company's "pay per search" program on

Overture which resulted in a 500+% ROI

. Negotiated and implemented company's search advertising

program on Google which resulted in customer acquisition

costs of less than $30 per customer

. Assist in development/creation of copy for successful email

marketing program

Pets.com San

Francisco, CA

Marketing Associate/Coordinator

3/00-11/00

Acted in cross-functional support for all marketing,

merchandising and customer service efforts for a leading and

world-class B2C eCommerce operation.

. Acted as a liaison for marketing team with customer service

issues and inquiries

. Researched product and category information to enable

purchasing/merchandising decisions

. Led site usability/experience field research initiatives to

drive site improvements

. Developed specific content that helped fulfill overall

value proposition of company

. Communicated with manufacturers/partners regarding customer

product inquiries

. Established a cross-sell/upsell matrix for use on local

intranet for inbound sales agents.

VitaminExpress.com San

Francisco, CA

Online Sales Associate

May 1998-March 2000

Acted as outside sales agent for a small but rapidly growing

wholesale/retail distributor of vitamins. Used FileMaker Pro

to manage international sales and feedback.

Film Arts Foundation San

Francisco, CA

Grants Program Intern

10/98 - 12/98

Updated grants database, read film proposals for grants,

communicated with Board of Directors, F.A.F. members and

foundation, researched project directors and performed light

administrative duties. Utilized and improved upon

organizational skills, analytical skills, computer skills and

communications skills.

California College of Arts & Crafts

Oakland, CA

Queer Night Film Festival Coordinator

9/96 - 5/97

Created, established and developed annual film festival for

students, faculty and local residents that is still active

and extremely successful today and influential within the

community. Responsible for all advertising, coordination,

logistics, program content, fundraising associated with the

festival.

E D U C A T I O N

1997-1998, San Francisco Art Institute, BFA Film Degree

1994-1997, California College of Arts and Crafts,

Film/Video/Performance Major

H O N O R S

. 6/01-Selected by Hello Direct's corporate parent, Great

Nordic, Inc., to represent Hello Direct in a prestigious

and strategic annual international conference attended by

an elite group of cross-functional global employees

. 7/00-Earned the "St. Bernard Award" for excellence in

customer service at Pets.com

. 6/97-Awarded the coveted status of President's Circle

Honoree by CCA.

Volunteer Organizations

. Food & Wine Contributor Examiner.com - San Francisco, CA

. Commonwealth Club - San Francisco, CA

. SF MOMA - San Francisco, CA

. NCLR - San Francisco, CA

. YWCA Queer Youth Mentor Program - Palo Alto, CA

. Film Arts Foundation - San Francisco, CA

C O M P U T E R S K I L L S

PhotoShop, DreamWeaver, Sound Edit, Metasynth, FileMakerPro,

PageMaker, PowerPoint, iMovie, Final Cut, Quicktime Pro,

Microsoft Office, Illustrator, Crystal Reports, TurboTax,

Google AdSense, Google AdManager, and Quickbooks Pro.

References available upon request

Contact this candidate