Project Manager Marketing
Resume:
MICHAEL MATTHEW WEISFELD
San Diego, California 92109
Phone: 240-***-**** email: **********@*****.***
http://www.linkedin.com/in/michaelweisfeld
Michael Weisfeld is a Senior Online Marketing Strategist with over eight (8) years of experience in consumer
OVERVIEW marketing analytics, business process optimization, web application design/development, project
management, and team leadership. I have helped Fortune 3000 clients achieve marketing goals and new
levels of efficiency through investments in web technology.
I have lead solution option analysis, marketing roadmap initiatives, web development, and business process
alignment engagements with both government and B2B/B2C commercial clients. My consulting experience
consists of designing and deploying new business processes and supporting systems for leading clients in
industries including: Luxury Resorts, Travel, Non-Profit, Automotive, Real Estate Investment Trusts (REIT)
and Technology.
I have focused the past four (4) years of my career in the interactive marketing space, focusing on Search
optimization and internet brand development focusing on Social Media strategies. In addition, I am a
featured speaker at numerous Internet marketing conferences, including the Online Marketing Summit.
Industries Consulting Skills
AREAS OF B2B Social Media Marketing
B2C Search Engine Marketing
EXPERTISE
Non-Profit Business Process Design
Travel Website Strategy/Planning
Luxury Resorts / Hospitality Landing Page Optimization
Automotive Search Engine Marketing / Optimization
Retail Shopping Centers Business Intelligence (OLAP) Data Analysis
Marketing/Advertising Operational Optimization
Federal Government / Agencies Project Management Process Definition
eBusiness System Integration
High Tech
Project Administration Software Packaged Software
Workamajig (formerly Creative Manager Pro) Cavario (formerly SEMDirector) Marketing Action Platform
Microsoft Visio Cognos Business Intelligence
Microsoft PowerPoint (Expert) Content Management Systems
Microsoft Project Blue Martini
Jira Bug / Issue Tracking Day Communiqué
QuickBase Bug Tracking Drupal
iRise Rapid Prototyping Portal Technologies
Microsoft SharePoint
Plumtree
Oracle
Digital Asset Management Solutions
Titan Ticketing Solutions
WedsideStory Web Analytics
Omniture Web Analytics
Google Analytics
Radian6 (Social Media Monitoring / Management)
Tealim (Web Analytics)
University of Maryland, College Park, MD
Bachelor of Arts, Government and Politics (with Minor in Business Management)
EDUCATION
Graduation: May 1998
MICHAEL MATTHEW W EISFELD
In addition to the enterprise software listed above, I am versed in the capabilities of the following:
Microsoft SQL Server
TECHOLOGY
DTS / ETL tools
CONCEPTS / HTML
CAPABILITIES Flash
XML
FTP
Rational Unified Process / UML
I began speaking in early 2008 and really enjoy each opportunity. The represents my speaking career:
Online Marketing Summit (OMS) 2008 - San Diego, CA. – “Developing a Website Strategy”
SPEAKING
CAT eBusiness Global Summit Feb 2008 - Peoria, IL. – “Developing a Website Strategy”
OPPS ABM Spring Meeting 2008 - La Quinta, CA. - Social Media in Publishing
Online Marketing Summit (OMS) July 2008 - Milwaukee, WI. – “Website Strategy: Planning for your
Audience's Expectations”
Online Marketing Summit (OMS) July 2008 - Boston, MA. – “Website Strategy: Planning for your
Audience's Expectations”
Online Marketing Summit (OMS) July 2008 - Chicago, IL. – “Website Strategy: Planning for your
Audience's Expectations”
Business Marketing Association (BMA) Oct 2008 - Houston, TX. - Judge of Lantern Awards for B-to-B
marketing excellent in Houston and throughout the state of Texas.
Online Marketing Summit (OMS) Feb 2009 – San Diego, CA. – “Is Your Company Social?”
In addition, I have delivered the following webinars:
BusinessOnLine Social Media Series (Part 2 of 3) Nov 2008 – “Is Your Company Social?”
EXPERIENCE
BusinessOnLine Senior Online Marketing Strategist San Diego, CA June 2007 – Present
BusinessOnLine is a premier integrated online marketing agency specializing in Search and User Experience. My role as a
senior strategist is a balance of account management and creative director to develop online marketing solutions for my
clients. My mission is to maintain an advanced and sophisticated understanding of internet marketing strategies and
capabilities from search engine optimization (SEO) to social media so I am able to match the right solutions to achieve
business objectives for my clients. Additionally, I am a senior level member of BusinessOnLine participating advisory board
meetings and serving as Director of the social media department. Lastly, I play an important role in BOL marketing
objectives by speaking at numerous industry conferences, authoring whitepapers and delivering webinars.
Client List:
> American Red Cross :: Web Development / Social Media Program
> RailEurope :: Strategy / Social Media Program
> Caterpillar (CAT) :: Strategy / Vendor Selection / Web Development / Usability Testing
> Veterinary Pet Insurance (VPI) :: Strategy / Vendor Selection / Web Development / Usability Testing
> Bumble Bee Foods :: Web Development / Social Media Program
Cavario (formlerly SEMDirector) Senior Consultant San Diego, CA Sept. 2006 – May 2007
SEMDirector software provides global enterprises with robust, proven and scalable solutions that maximize Return-On-
Investment (ROI) and Return-On-Ad-Spend (ROAS) for all online advertising and marketing programs delivering
competitive advantage, unparalleled visibility and robust analytics. These solutions and service offerings are modeled on
strategic and tactical Search Engine Marketing, online advertising and internet marketing needs as voiced by enterprise
customers providing. As part of the Professional Services team I was heavily involved in driving consumer demand,
determining the ROI of campaigns, and optimizing sites for increased natural rankings for our clients.
Products:
Paid Insight :: Search Engine Marketing (SEM) budget management and ROI analysis software
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MICHAEL MATTHEW W EISFELD
Competitive Insight :: Search Engine results page (SERP) indexing software
Organic Insight :: Search Engine Optimization (SEO) best-practice auditing software
Application Support / Project Management:
Post-sales implementation support of enterprise software. Tasks include:
Training end-user and stakeholders on software features and functionality.
Defining organizations budgeting hierarchy and performance reporting needs.
Assessing and optimizing Business Process flows.
Authoring of Help Documentation / Application Support Materials.
Requirements Definition / Product Management (wireframe, use case, usability testing).
Business Analyst / Consultant:
Leveraged SEMDirector software to provide clients with consulting services in the following areas:
Search Engine Optimization (SEO) best practices.
Return on Investment / Quality of Visitor Scoring of paid Search Marketing (SEM) initiatives.
Preferred landing page optimization and conversion strategy planning.
Client List:
> Intel :: SEMDirector Paid Insight / Competitive Insight
> HP (Performics, Demand Media) :: SEMDirector Paid Insight / Organic Insight
> Proctor & Gamble :: SEMDirector Organic Insight (50+ brands)
> Cisco:: SEMDirector Paid Insight / Competitive Insight
> First American (FARES) :: SEMDirector Paid Insight / Competitive Insight
> MGM Mirage:: SEMDirector Paid Insight / Competitive Insight
> Career Builder / Sologig :: SEMDirector Organic Insight
> Research in Motion (RIM) :: SEMDirector Paid Insight / Competitive Insight
> SignOnSandiego (Union Tribune) :: SEMDirector Organic Insight
Acquity Group Senior Associate Irvine, CA Nov. 2004 – Aug. 2006
Acquity Group is a privately-held consulting firm founded by seasoned consulting executives with a combined 60+ years of
professional service expertise. Acquity Group is a leading provider of business and technology solutions, recently named
one of Consulting Magazine’s 2007 “Seven Small Jewels,” a yearly feature spotlighting the top seven U.S. consulting firms
under $100 million in revenue.
Acquity Group provides management and technology consulting services designed to improve business performance. As a
consultant, I was part of multiple project teams delivering measurable results to top-tier organizations by streamlining
processes, fueling efficient internal collaboration and aligning systems for maximum revenue generation.
Client List / Engagements Timeline:
WYNN RESORTS LTD (NasdaqGS:WYNN) - BA / PM :: Interactive Marketing Roadmap
Wynn Las Vegas commissioned Acquity to assist in the development of an interactive marketing strategy and
implementation approach to achieve a personalized user experience for Wynn online guests. The project required
a current and future state analysis of the eCommerce capabilities by evaluating: the amenity booking engines;
retail, CRM and web analytics systems.
Once the interactive marketing roadmap was approved and adopted, I became a senior member of the Program
Management Office (PMO) responsible for defining various projects’ scope and implementation plan. The PMO
helped manage the development of affiliate marketing landing pages, email marketing solutions and integrated
booking engines. I worked closely with various graphic design firms and managed creative projects for content
managed experience sites, ecommerce transactional sites, and marketing landing pages.
Additionally, I facilitated a vendor selection process for replacement box office management software. The
engagement required defining an organizations current state, desired future state, and then matching these
requirements with the features provided by industry leading software companies. The result of the project was a
recommended solution to meet Wynn’s box office needs based on prioritized feature requirements, cost and
return-on-investment (ROI).
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MICHAEL MATTHEW W EISFELD
Finally, I was the business analysis / trainer on a tiger-team charged with implementing a Cognos OLAP solution to
analyze the 2006 Wynn retail transactions. Our goal was to provide senior level retails staff with the consumer
analytics (CRM) they needed to better server their premier guest and drive marketing decisions.
MACERICH CO (NYSE:MAC) - Business Analyst :: Company Intranet Implementation
Performed business analyst and project manager roll for Oracle portal (10g) deployment. This project required
conducting departmental workshops to define portal requirements, metatags, taxonomy and user permissions.
Responsibilities also included managing technical developer’s priorities and time allocation. The goal was to
deliver a user-friendly and consumer-like user interface with the functionality of a corporate intranet powered by
Oracle technologies.
GENERAL MOTORS (NYSE:GM) - Business Analyst :: Content Management System vendor analysis
I worked closely with the client and vendor selection team to determine the documentation and information
presentation needs for the Web Content management (WCM) project. The goal of the project was to develop
presentations that could be used to support the WCM project. In addition, I supported a simultaneous project
involving global translation / localization services. The goal of the project was to distribute an RFQ to various
translation vendors and develop presentations that could be used to support the Translation services project.
Enterprise Rent a Car - Business Analyst :: IT Strategy and Portal
I worked as part of a team tasked with providing strategic support the Enterprise Rent-A-Car (ERAC) portal
planning team. The project consisted of 4 workshops designed to aid ERAC in developing the strategy or road
map for their enterprise portal-based Intranet. The workshops help formulate their business goals and determine
an action plan to achieve them. I played a key role as the Project Manager by coordinating the disparate team
and compiling and writing most of the content for each workshop. I also presented portions of the workshop
agenda when appropriate.
BearingPoint, Inc. Consultant McLean, VA / San Diego, CA July 2000 – Nov. 2004
BearingPoint (NYSE: BE) provides business-consulting, systems integration and managed services to Global 2000
companies, medium-sized businesses, and government organizations. As business systems consultant, I helped my clients
align their business processes and information systems to enable them to access the right information at the right time,
empowering them to achieve their desired business results and create enterprise value.
Client List / Engagements Timeline:
United States Navy NMCI Program - BA / PM :: Plumtree Portal Implementation
Designed Issue Management web-application used by 20 different organizations within the Navy Program
Executive Office – Information Technology (PEO-IT) and Navy Marine Corp Intranet (NMCI). The development
process adhered to the Rational Unified Process (RUP) and CMM level 4; including Use-case documents, Graphical
User Interfaces (GUI), end-state process diagrams, user guides and other supporting documentation.
In addition, I provided support for the Navy PEO-IT and NMCI portal powered by Plumtree software;
requiring content management, training and administration tasks as part of the West coast team
assigned to the Navy Space and Naval Warfare Systems Command (SPAWAR)
Transportation Security Administration - BA / PM :: CFO departmental support
As a key member of the newly created Finance department, I performed content / project management web-
development functions on behalf of the Office of Finance and Administration for the Transportation Security
Administration (TSA). Task included: identified and organized content for posting to the Internet, Intranet and
Extranet for all functional areas within the Office of Finance and Administration; attended eGov strategy and
committee meetings to guide the development process; trained staff on TSA Intranet functionality; performed web
needs analysis for functional areas within the Office of Finance and Administration.
Social Security Administration (SSA) – Business Analyst :: Wireless Technology Strategy / Planning
Participated in the writing of a wireless Internet deployment strategy for the Social Security Administration (SSA).
The project entailed conducting a scan of current and future developments in wireless technology and its potential
impact on SSA’s delivery of electronic services and information. In addition, the analysis performed a statistically
valid study to determine the current and potential demand for this service of wireless applications and made
projections for the future. Finally, the report outlined potential cost and benefit the agency could expect from
implementing a wireless initiative. This included documenting the expansion to their hosting environment to
include the middleware necessary to provide for the dynamic translation of their existing web content for wireless
devices.
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MICHAEL MATTHEW W EISFELD
Department of Housing and Urban Development (HUD) - BA / PM :: Cognos Data Analysis
Oversaw the development team charged with creating, posting, maintaining and enhancing On-Line Analytical
Processing (OLAP) static and dynamic reports powered by Cognos, Inc software. The reports provided analysis of
over $11.4 billion in funding and 71,000 housing units and were produced both in hard copy and web enabled
formats. This process included administrating a SQL Server 7.0 database and creating, posting, maintaining and
enhancing On-Line Analytical Processing (OLAP) static and dynamic reports powered by Cognos, Inc. Business
Intelligence data modeling software and Microsoft Access 2000. The resulting 2000 page quarterly report
provided valuable financial and production information allowing for effective management of the multi-billion dollar
grant program.
> Additional Tasks / Responsibilities:
Managed a team of Server Administrators, Web Programmers, and Report Developers tasked
with creating and maintaining a web-based Grants Management system for government client
utilizing an ASP interface, MS SQL 7.0 transactional database and Cognos reporting tools.
Documented HOPE VI grant lifecycle using Visio; Current state / Future State / Gap Analysis.
Administered demonstrations of web-based Grants Management system to over 50 end users
Additional Client List:
National Oceanic Atmosphere Administration (NOAA) :: Knowledge / Skills Assessment Software
National Institute of Standards & Technology (NIST) :: Biometric Security Evaluation
Davis & Associates, Inc. Senior Information Analyst Washington, DC Jan 2000 – June 2000
Davis & Associates is a revenue maximization firm, based in Washington D.C., responsible for analyzing and reporting
utilization statistics data leading to the determination of a Medicaid reimbursement rate for eligible facilities such as schools
and hospitals. I served as the Senior Information Analyst and Information Technology representative for data gathering
and relationship-building with contracted hospitals and clinics.
Project Management:
Managed data for contracted projects, including coordination of requests and receivables
Developed status reports informing the project team and senior staff of analysis results
Served as Information Technology representative for data gathering and relationship building with clients
Data Administration:
Manipulated and formatted service data to meet Medicaid billing requirements for claims submission
Analyzed service utilization data to determine reimbursement rate for cost reports used in revenue
maximization projects
Technological Advisor:
Participated on advisory team to develop a customized billing software program used at client sites
Advised senior staff of technological capabilities and strategies to achieve project goals
Performed hardware inventory on remote sites and assessed technological capabilities
Ætna U.S. Healthcare Information Specialist Greenbelt, MD Oct 1998–Dec 1999
Aetna is one of the nation’s leading diversified health care benefits companies, serving members with information and
resources to help them make better informed decisions about their health care. Aetna offers a broad range of traditional
and consumer-directed health insurance products and related services, including medical, pharmacy, dental, behavioral
health, group life, long-term care and disability plans and medical management capabilities. The customers include
employer groups, individuals, college students, part-time workers, health plans and government-sponsored plans.
As a member of a call center Command Center, I utilized call management software to view, extract, analyze, trend and
report statistical information pertaining to the Customer Service department's 40 active telephone lines. With this data, I
maintained daily, weekly and yearly statistical information used to track trends, forecast staff requirements, and provide
other performance information for the service center based on statistical information generated by the call management
system (Lucent's CentreVu Supervisor). This also included monitoring and analyzing all incoming telephone traffic (2 million
calls annually) to the Member / Provider Service department utilizing a call management system (Lucent's CentreVu
Supervisor). My analysis lead to the development and implementation of corrective action strategies and optimized staffing
schedules for 120 service representatives to ensure daily service goals were met.
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MICHAEL MATTHEW W EISFELD
> Additional Tasks / Responsibilities:
Researched, coordinated and managed all departmental Y2K contingency staff and workload
planning, in cooperation with corporate guidelines.
Identified need for improved information collection and analysis, leading to the design,
administration and staff training on various databases utilizing LAN capabilities and MS Access.
Authored instructional manuals and trained staff on new software and functionality.
Defined, developed, and provided analysis to drive the decision-making process and support
business operations for internal and external customers.
COMPUTER SKILLS
Microsoft Windows 2000/XP/Vista and Office 2000/XP/2002/2007 Suite
Software: Microsoft Word; Excel; Access; PowerPoint; Outlook; MS Project; Visio
REFERENCES
Available Upon Request
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