Marketing Management

ZUOBIN "PETER" HE

*** ********* ***** ( Wayne, NJ 07470 973-***-**** (

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

SUMMARY OF QUALIFICATIONS

o MBA graduate of Adelphi University

o 15 years experience in e-Commerce, web analytics, direct marketing,

database marketing, campaign management, online search/merchandising,

analytical reporting, SEO/SEM, SMM, customer profiling/segmentation,

online publishing, project management, and financial modeling

o Critical thinking skills

o Strong analytic and problem solving skills

o Project management experience

o Excellent written, verbal and organizational skills

o Strong presentation skills

o Experience with e-commerce system implementations

o Expert level in Excel

EXPERIENCE

MTV Networks

04/07 - present

Director, Digital Media Research

. Prepare industry wide competitive intelligence analysis and digital

media landscape to corporate senior management during earnings call

season

. Authored white papers and POVs on key issues that impact company's

digital strategy:

The Changing Dynamics of Viewing Destination - The Role of the Gaming

Console

Why Everyone should Learn from Gap from Design Perspective

Beyond Buy Button

Economics of Site Search

TV Content's Dimensionalization - Long Live TV Content

. Provide industry insights on digital media transformation and

opportunities to senior management

. Provide thought leadership on user experience, consumer insights, data

collection, SEO/SEM/Social Media strategy across the network

. Lead product analyst on network's key digital offering including site

search and media player design

. Authored in-house research papers and presentations on site search's

business impact across network and video consumption behavior

. Lead online strategy on engaging customers across the network

. Digital product strategist across the network's 300 websites,

including mtv.com, vh1.com, comedycentral.com and nick.com

. Provide financial model and rationale on cross-linking strategy to

senior management

. Build financial models around new business, traffic and revenue

projection to guide decision-making on digital strategy

. Work with network business development team identifying partnership on

special projects

. Analyze new and existing partnerships performance and provide guidance

on data collection

. Create reporting methodology to translate raw data across multiple

platforms into actionable analytics

. Member of Media Rating Council (MRC)'s Internet Audit Committee

ClassesUSA.com, an Experian company

10/06 - 02/07

Optimization Manager

. Managed lead generation campaigns across the web,

including Yahoo!, MSN and AOL

. Business owner (subject expert) of DART (DFA),

AdRelevance, Offermatica, SiteClarity

. Provided functional analysis for DART Optimization

Metrics

. Designed What-If analysis for ad campaigns served

by DART

. Provided competitive analysis for online degree

marketplace through AdRelevance

. Defined web analytics metrics and provided web

analytics reporting for senior management

. Provided site property click stream analysis

through web analytics tool-SiteClarity

. Project lead for multivariate and A/B testing

through Offermatica

. Search engine optimization (organic) project team

member

. Defined user experience metrics to optimize site

performance

. Designed analysis model for major portal campaign

optimization, including Yahoo!, MSN and AOL

. Project lead for site property evaluation,

including monetization of page properties

. Project lead for product funnel analysis by using

web analytics tool SiteClarity

Audible.com

10/05 to 10/06

Sr. Manager - Product Management and Business Operations

. Business Owner of Web Analytics application - Omniture (SiteCatalyst)

. Defined core metrics - onsite search event in SiteCatalyst

. Provided senior management with SiteCatalyst (Omniture) Checkpoint

Analysis and click stream path analysis

. Provided senior management with in-depth analysis on audible customer

online navigation behavior, purchasing pattern and search log analysis

. Managed day-to-day online merchandising

. Project lead of Audible.com online on-site search marketing and

merchandising

. Business owner of Audible.com enterprise search engine - Endeca

. Developed business metrics for search and merchandizing marketing

. Optimized property values as category page property publisher through

BroadVision

. Search engine optimization (organic search) project team member

. Provided senior management functional analysis and implementation

recommendations on Audible.com site enterprise search engine

. Project lead of customer segmentation, based on membership types and

purchasing behavior and identifying up sale opportunity analysis

. Design business intelligent dashboard, providing analysis on marketing

campaigns and business opportunities

McGraw-Hill Digital Publishing Group

10/00 to 10/05

Operations Manager - Online Publishing

. Provided web analysis for multi properties across McGraw-Hill Digital

Publishing Group

. Managed a multi-publication online subscription fulfillment system and

e-content management control systems. Publications include major

brands AccessMedicine.com, AccessScience.com, USMLEasy.com and Digital

Engineering Library.com

. Liaison of marketing operations, business owners and technical teams

for multiple online publishing projects

. Provided operational modeling and solutions for online subscription

sales. Provided online subscription forecasting, planning and

budgeting

. Provided online publishing product launch processes analysis and

solution Designed customer segmentation analytical reporting

. Designed database for medical publishing editorial group

. Developed business reporting model to track sales performance

. Provided financial and technical analysis to senior management

. Provided competitive analysis in marketing, pricing and services in

support of sales/marketing. Provided online analysis including trend

analysis, traffic analysis, referral analysis and search engine

analysis

. Developed operational processes on online subscriptions

. Customer-designed ACT! database to focus on sales tracking and

forecasting, designing user manuals and providing training classes

. Managed system update performance

. Managed $25 million direct marketing operations for McGraw-Hill

Professional Direct Marketing unit. Responsibilities included

overseeing developing marketing plans, creating annual budget,

developing growth plans for ancillary revenue, establishing

competitive analysis on shipping & handling, standardizing marketing

campaign P/L reporting, production specification and postal

requirements

. Identified business opportunities to support business objective,

including email marketing and search marketing, drafting

shipping/handling policy to increase business unit ROI

. Chairperson of CRM application analysis team for McGraw-Hill Education

Oracle Project. Presented Gap Analysis and business requirements to

senior leadership team

. Member of McGraw-Hill Education ERP (Enterprise Resource Planning)

Evaluation Team, responsibilities include defining direct marketing

functional specifications

. Oversaw data hygiene process

. Supervised list rental management

ORBIS International, Inc.

10/90 to 06/00

Senior Manager of Direct Response

. Managed a direct marketing department and designed marketing programs,

including acquisition and renewal programs

. Managed creative design and production specification of marketing

campaigns

. Developed a multicultural/multilingual direct marketing campaign to

target specific market

. Designed and managed a continuity program

. Supervised database segmentation and marketing program

. Trained staff on campaign management system

. Responsible for data conversion/migration projects

. Managed department budget and marketing campaign P/Ls

. Selected Board Member of Directors of Direct Marketing Fundraising

Association NY

. Supervised direct marketing department, including revenue and expense

budget, marketing planning, acquisition/renewal strategy, branding

strategy and brand management

. Supervised data entry staff; hired and trained staff for campaign

management system

. Manage donor segmentation efforts

. Initiated a individual donor long-term value study

. Managed Direct Response department

. Developed direct mail acquisitions and retention strategies,

including creative, promotion programs, fulfillment and system

integration

. Developed guidelines for database management

. Managed direct mail acquisition program

. Provided financial reports for various departments

. Supervised an in-house prospect mailing program

. Set up guidelines for Gifts-In-Kind reporting system

. Responsible for research on global corporate giving program

. Assisted on direct mail campaigns

. Responsible for database system design and management

. Responsible for identifying medical programs for direct mailing

program

EDUCATION

. Adelphi University, 2002 - 2004

MBA in business- May 2004

. St. John's University, 1996 - 1998

Master degree program in East Asia Studies (incomplete)

. NYU, Center for Direct Marketing, 1997

The Nat Ross Lecture Series in Direct Marketing

. Baruch College, 1993

Certificate Course in Business and Marketing

. Siping Teachers College, 1981-1985 (China)

BA in English Literature

Computer skills: Advanced level in MS Office applications, including

Access, Excel, Word, PowerPoint, Visio; Hyperion, Endeca, Oracle Discover,

AdRelevance(Nielsen), VideoCensus (Nielsen), Omniture (SiteCatalyst),

comScore, Offermatica (Omniture Test and Target), DART (DoubleClick),

SiteClarity, SQL, HTML, Snagit, QuickFill, BroadVision

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