Customer Service Content
Resume:
Coulson K. Duerksen
** ***** **** ****, ******, CT 06883
T 203-***-**** M 202-***-**** Email: *******.********@*****.***
_______________________________________
DIGITAL AND SOCIAL MEDIA STRATEGY AND IMPLEMENTATION
FOR MEDIA COMPANIES AND AGENCIES
Seasoned digital media executive with more than ten years of hands-on experience and
successful track record of defining and driving the growth of digital businesses
Highly skilled strategist with solid understanding of online metrics and proven ability to
use them to define specific opportunities to build brands and drive traffic and
engagement online
Effective and flexible leader with collaborative, problem-solving temperament, who can
hire, train, and manage editorial, product/production, UI, technology, marketing, sales
and creative staffs and ability to manage multiple projects at one time on tight deadlines
Open communicator who consistently translates strategic vision and implications of
recommendations to ensure that Web sites meet or exceed all quality standards,
competitive benchmarks, and performance metrics
Strategic business developer with successful track record or conceiving and developing
engaging content, products and services in audience-appropriate formats, including Web
sites, convergent print-Web-TV, and social media platforms for consumers and
professionals
Web Site and Social Media Communications Strategies and Tactical Plans; Content
Development and Packaging; Business Development; Project Management;
Presentation Development; New Web Site Launches; Writing, Editing, Producing for
Online, Convergent and Social Media
PROFESSIONAL EXPERIENCE
Acting Chief Marketing and Community Officer, LoveCinema.com, New York, NY, June
2009-Present
• Developed strategy, wrote business plan and investor round documents and
presentations for entertainment/celebrity social network and sponsorship solution
platform
• Direct Marketing, PR and social networking communications across all platforms
including Facebook, Twitter, blogs, with influencers
• Develop promotions for movie industry to promoted films to consumers, influential
bloggers, online communities and fan sites and social bookmarking sites
• Monitor growth of community due to social media outreach
• Educate partners, clients and potential investors on LC’s platform and social promotions
capabilities
• Ensure Board members attend and speak at film industry events to promote LC to
industry and media
• Meet with potential investors
• Drive product definitions from business perspective, collaborating with CTO and
development team to build feature sets for promotion through social community platform
• Manage marketing and community teams
Digital Strategist, Doubledown Media, LLC. September, 2008-March, 2009. New York, NY
• Consulted to media company to create and launch new social media Web site
• Created and drove development of social community strategy, creating and managing
user acquisition, blog roll, developing partnership strategy
• W rote and produced content for site, including tiered user registration process for
complex social network
• Managing content, technology and creative consultants through Phase 1 launch
• Partnering with other Doubledown divisions to develop cross content, marketing and up-
sell opportunities across existing Web sites and publications
• Assisting President, Digital Strategy in all aspects of launch beyond defined position
Director, Executive Producer, Media Division, One Economy Corp., January, 2007-March,
2008
Washington, DC.
• Assigned, created and directed all digital initiatives including mix of Web, social media,
vertical search, audio and video for corporation helping low-income users in the
categories of health, education, jobs, money, and housing
• Drove direction of Web sites, including consistency of tone/voice; development of feature
packages, life management tools; daily content, video and other media and integrated
partner content for seamless user experience
• Supervised day-to-day channel planning across thebeehive.org to create a premier
destination
• Hired and managed editors, producers, Web developers, designers and freelancers
• Oversaw new Web product launches, site enhancements, and partner, social-media, and
PR efforts to drive traffic.
• Collaborated with technical team to maintain product development cycle to deliver the
best-of-class products on schedule and within budget
• Collaborated with other divisions and Web site producers to establish joint content
planning, promotion, and integration of the site within the media division and company.
Contributed to highly visible, cross-departmental programs designed to benefit the media
division and company
• Drove and managed client relations for partner content and product initiatives; clients
included Microsoft, Citibank, Symantec, Monster.com, Consumers Union, Robert Wood
Johnson Foundation, and more
• Created Web redesign strategy for flagship site, including content repurposing, user
experience, site optimization, business, and product development
• Created and developed proposals and plans for client communications initiatives
o Developed $20 million, 5-year interactive Web and social media strategy aimed
at parents, teens, and tweens to tackle the epidemic of childhood obesity
o Developed interactive tool for low literacy users to manage diabetes online
o Developed DC Healthcare 4 U strategy for improving and site and “franchising” to
other cities for stakeholders
• Developed strategy for social media platform extension to align Web properties with
organizational goals
• Led effort to procure new CMS and migrate/redevelop site to Web 2.0 version
Vice President, Executive Producer, RevolutionHealth.com. July 2005-July, 2006.
• Created integrated content and social community strategy for launch of Steve Case’s
latest 2.0 venture
• Assigned, created and directed new content initiatives
• Supervised day-to-day channel planning across revolutionhealth.com to create a premier
health destination on the Web, built around daily content, social media, video and more.
• Established voice and ensured consistency throughout site and between original and
partner content
• Hired and managed large team of content producers
• Produced content for Web site
• Collaborated with product team to develop audience-appropriate tools
• Advised business development teams on potential content acquisitions and partnership
opportunities
• Partnered with ad sales to develop content packages with revenue targets and to build ad
supported content
• Managed P&L for division including ad revenue, partner revenue
• Met with partners and developed contract terms for content licensing and acquisition
deals in collaboration with business development
Vice President, Digital Strategy Division, Spectrum Communications, Inc. January 2001-
June, 2005.
• Launched and grew interactive services division for full-service PR communications
agency
• Created and implemented digital strategies for clients, including international companies,
professional associations, and non-profit organizations; campaigns included
o Genentech “Mission In Action Advocate Resource Booklet,” The American
Diabetes Association and The American Heart Association “Make the Link
Campaign,” The American College of Cardiology, BMS “The Lance Armstrong
“Tour of Hope”, Pfizer, GIST, The Lung Cancer Alliance, Nitromed (corporate and
Bidil launch) and more
• Oversaw a portfolio of clients and proactively developed, managed, and enhanced long-term client
relationships at senior levels
• Lead design, planning, and implementation of all online initiatives both internal and
external; Ensured operational excellence and provided oversight for deliverables across all
functions
• Grew business through external client acquisition and from within existing client base;
Established effective sales and delivery strategies, suggesting new strategic projects and initiatives
that met or exceeded established client expectations with respect to quality and strategic thinking
• Integrated Internet division with core businesses; presented online strategy and business
SWOTs to senior management
• Provided leadership to staff on all aspects of strategy and delivery including talent management
and coaching, process excellence, client service skills, communications, and presentation skills
• Successful P&L management including budgeting and forecasting
• Developed and delivered pitches and manage client accounts
• Hired and managed content, creative and Web development staffs
Director of Business Development, acting Editorial Director, acting General Manager,
Discovery Communications, 1999-2000 Discovery Communications, Inc., Bethesda MD.
• Developed and launched new Internet/TV/print convergent consumer health portal
• Drove editorial direction of site; responsible for creation of all new content including news,
features, partner and sponsorship content, e-newsletters, and TV-Web convergent
programming
• Hired and managed staff of editors
• Produced content for Web site and client/partner initiatives
• Built channels into business units with targets for PVs, commerce drives, ad packages to
continue site build-out and increase revenue
• Formed strategic alliances and partnerships with content providers, experts, celebrities
rd
and other 3 parties, including equity-interest in companies
• Collaborated with publishing division and TV networks to create convergent programming
across content categories
• In charge of licensing, business development and marketing (direct) for site content
• Directed re-launch of Web site
• Created and managed multi-million dollar content budget
Executive Director, Women’s Health Group, Phillips Healthy Directions, October, 1997-
October, 1999. Potomac, MD.
• Managed group of expert-driven publications and Web sites for direct response publisher
and product marketing company
• Maintained voice of publications; managed development of three monthly publications
• Formed distinguished editorial boards to increase credibility of content and managed
celebrity relationships, including Dr. Christiane Northrup and Dr. Susan Lark
o Increased the subscription based from 50,000 to over 150,000
o Developed acquisition and retention programs combining editorial how-to content
with “prescriptions” for nutritional supplements and other products to grow
subscription bases and drive product sales
o Managed company relationship with Dr. Northrup and her handlers
o Coordinated promotion of Dr. Northrup’s books and TV appearances on PBS
and Oprah;
o Leveraged Dr. Northup’s TV appearances for audience/subscription cross-over.
(i.e. placed Dr. Norrthup’s publication on Oprah and gave every audience
member an issue copy during her appearance)
• Acquired new publication, managed development/repurposing and business integration
issues
• Formed distinguished physician editorial boards to increase credibility of content and
managed celebrity relationships
• Drove due diligence process for finding and launching Dr. Susan Lark’s business, a
monthly publication, Website, and branded supplement business
• Directed content creation for direct response vehicles and acquisition marketing
magalogs to drive subscription bases and sales of nutritional supplements
• Partnered with other divisions for cross product and nutritional supplement marketing
opportunities
• Launched company’s most profitable Print-Web convergent business to date
• Partnered with product companies to develop affiliate arrangements
Division Manager, IIR, September, 1996-September, 1997. International conference company.
New York, NY.
• Drove creation and marketing of professional educational programs for C-level
executives for direct response conference company, responsible for all products concept
through fulfillment
• Managed staff of editors, event producers, marketers, sponsorship sales directors,
database managers, customer service reps, and central marketing
• Directed copywriting for marketing materials
• Full P&L responsibility, turned division from losses to profit in 8 months.
• Created and implemented strategy for merging products, services and personnel of
competitive company after division merger
Co-founder, Managed Care Division, St. Anthony Publishing, June 1992 -- August 1996.
• Developed publications and electronic services, including company’s first Web site, to
launch new division for direct response publishing company
• W rote and edited three monthly publications
• Managed editorial, marketing, technical, production, and distribution/customer service
elements for new product launches
• Created and managed divisional budget, divisional P&L responsibility
• Negotiated joint ventures, partnerships, resale agreements and royalty arrangements
• Created Internet strategy for customized information services business
• Hired and managed staff and freelance writers/editors
Current Digital Strategy and Media Consulting. September, 2008- Present.
New York, NY.
• Created content, community and blogging strategy for ConsumerReports.org
• Developed vertical strategies for new social site launch. Work with channel leads to
maximize existing content and incorporate into new network. Yahoo!
• Chief Content and Community Officer for online Green Living start-up, RenewableYou,
developed strategy, including content build-out, voice, revenue model, traffic and
operational strategy. Developed and managed social network. Guided site design,
managed writers, designers and developers
• Developed “life stages” digital media brand positioning and site build-out strategy
for magazine publisher seeking to enter consumer health space. Integrated women’s
magazines, parenting magazines, health magazines, special interest publications,
TV/video, Web sites, vertical search, social media and Spanish language properties for
Meredith Corporation.
• Created strategy for start-up how-to video site
• Developed redesign strategy for the Lifescript.com. Created in-depth content plans,
UX/UI, and sample articles. Developed site design comps and guided implementation of
redesign
• Developed high-level content and community strategies for redesign of Waterfront
Media subscription Web site. Also created conversion strategy to move users from free
to fee content and services
• Created programming plan for about.com.
• Created diet and nutrition strategy for RevolutionHealth.com
• Directed all aspects of content development, including editorial direction, news updates,
feature build-outs, partnership content integration and more for The Health Central
Network (professional and consumer sites.) Recommended potential acquisitions and
partnership opportunities; develop deal terms.
• Advise Discovery Communications’ executives on new media strategies for Health
and FitTV
EDUCATION
Juris Doctor, Duquesne University School of Law
BA in English, Mount Holyoke College
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