Matt Smolsky

*** ********* ****, *********, ******** 68046

402-***-****, office 402-***-****, cell email: abnkc9@r.postjobfree.com

CAREER SUMMARY

Highly accomplished and experienced marketing communications and creative management

professional. Develops successful strategies that increase sales, traffic and brand awareness via the

Internet, print, and TV. An innovative thought leader who translates his experience into effective

websites, marketing programs, and corporate communications. Proven results for improving brand

visibility, capturing leads, increasing conversions, and managing/developing a staff and vendors.

Creative, adaptable, and motivated to successfully engage in emerging marketing trends. Specific areas of

expertise:

• Increasing brand awareness • Corporate communications • Increasing sales/leads

• Thought leadership • Campaign planning • Establishing creative departments

• Initiating efficiencies • Improving user experience • Brand development & advocacy

AWARDS & SIGNIFICANT ACCOMPLISHMENTS

• Led successful rebranding effort • Launched 100+ eCommerce websites

• Led corporate communication initiatives • Drove PPC acquisition costs down over 50%

• Led creative review training for managers • $1 million profit with direct mail package

• Led the creation of backend content system • 2001/2002 Telly Awards - TV

MSI Marketing, Papillion (New York) 2007-present

Owner

Worked extensively with International Masters Publishers in their New York City offices to help develop

and launch Hoorray.com, a photo sharing website, and CookingVillage.com, a recipe website. Served in a

variety of roles as a consultant. Developed email promotions for JMS Racing, and offline promotions for

The Hartford, Mutual of Omaha, Omaha Steaks. Blogs: TriTriumph.com, PrintsAddict.Wordpress.com.

• Successfully transitioned share site to eCommerce. The scope of the strategy included user flow,

page organization, site design and navigation for Hoorray.com’s relaunch as an ecommerce site,

as well as brand tone and style.

• Saved 50% on CPM. Using search marketing best practices, drove CPM down over 50% while

maintaining and increasing conversion rates via PPC for Hoorray.com.

• Drove strategy that established top organic Search Engine Optimization ranking (No. 1 and

above the fold) for Hoorray.com. This micro-blog/article marketing strategy increased traffic and

time spent on site vs. PPC.

• Managed the transition of IMP’s recipe content from print to online for CookingVillage.com.

Developed SEO strategy, produced cooking tips videos.

• Won with direct mail test. By focusing on key motivators from research, created direct

marketing promotions for and The Hartford Insurance Company (winner) and Mutual of Omaha

(results not released).

• Sold out entries at regional triathlons by creating email marketing campaigns for JMS Racing

Services, a sports marketing organization. These efforts resulted in sold out triathlons months

and weeks ahead of schedule 2 years in a row.

NETSHOPS.COM (now HayNeedle.com), Omaha 2005-2007

Director, Creative Services

While focusing on the key usability and design needs, created and led a new Creative Department for this

niche Internet retailer. Hired and managed a 20+-person department made up of Photoshop imaging

specialists, designers, copywriters, editors and photographers. Managed the building of a state of the art

photo studio.

• Launched 100+ eCommerce sites, cost effectively. The Photoshop image production, editorial

and creative strategies implemented allowed NetShops to efficiently launch 100+ eCommerce

websites, as well as Netshops.com (a roll up store), NetShopsInc.com (the corporate site), and

content sites. The department created over 75,000 product descriptions, thousands of content

articles, and nearly 20,000 original digital photos – at costs below local, national and offshore

prices. Effectively utilized in-house staff and a network of freelancers.

• Organized a scaleable approach to creative by defining and refining and processes that ensured

the smooth development of deliverables. Forecasted scope, budget and timing of deliverables.

Formulated standards for photography, Photoshop imaging, and content.

• Initiated the use of many marketing techniques – creative briefs, review sessions, in-house

seminars and training -- that helped this young company grow from $30 million to $115 million

in revenue in two years.

• Oversaw the build out of a state of the art photo studio (with a budget of nearly $500,000). Gave

NetShops better control over the quality of images on the site, and allowed us to implement new

image display technologies.

• Enlisted the eCommerce and Technology areas to implement best practices for page design and

content delivery. This included the implementation of new product review features – pan/zoom

and 360-degree rotation for product images, the use of audio and video, and a content

management system.

PHYSICIANS MUTUAL INSURANCE COMPANY, Omaha 2000-2005

Creative Manager

Established new creative and brand direction. Increased sales with winning direct marketing creative for

multiple internal customers. Organized internal and external resources with new policies and procedures

for developing marketing communications. Directed and coached internal staff on how to recognize high-

quality creative.

• Reinvented and reinvigorated an established brand. Led the development of a new Physicians

Mutual corporate logo, Brand Identity Manual, brand messaging, and served as the creative

leader for the company’s overall banding project.

• Award-winning TV commercials. Produced TV brand image campaigns, which won 2001 and

2002 Telly Awards (first time ever for Physicians Mutual).

• Inspired employees to Brand Advocacy. Organized all-employee and

officer/manager/supervisor meetings, including sessions for new “Brand Advocates.” Wrote

stories for internal newsletter and speeches and presentations by senior management.

• Increased leads with DRTV. Co-produced DRTV lead commercials for life, Medicare

supplement and health product lines.

• Staff and vendor management. Managed multiple vendors and directed in-house resources

(marketers, designers and production personnel) during all stages of the creative development

process. Kept creative costs in line while increasing the number and quality of external vendors

used.

• Profit from direct mail packages. Developed a direct mail package (directed design, wrote copy)

that won by 120% -- the strategy focused on selling insurance to more women, without negatively

impacting response rates for men. Developed a 55% direct mail winner which reinstated lapsed

(former) customers, two 70%+ winners to existing customers, as well as numerous other winners

which resulted in millions dollars of profit.

• Website development. Helped set key strategic and tactical initiatives new corporate website.

• Initiated a corporate-wide creative training program for officers and managers. Worked with

the Creative Problem Solving Group in Buffalo, NY, to develop the methodology, which became

a unified process across marketing channels for initiating, developing and reviewing marketing

materials. This program was specifically created to ensure all messaging adhered to brand

standards.

WINNING WAYS, INC. Omaha 1995-2001

Owner

Specialized in writing and developing direct marketing packages and other marketing promotions for

clients nationwide, including Bookspan, Omaha Steaks, America Online, F&W Publications, American

Republic Insurance Company, Meredith Corporation, Time-Life, Rodale, AT&T and others.

• Established a long-running direct marketing control for Bookspan’s Crafts Book Club – a 45%

winner.

• Drove buyers to real estate development. Created a package for Emerald Pointe, an exclusive

lakeside property development in Branson, Missouri, which pulled 166% above projections.

• Boosted response 70% with a business-to-business mailing for the Excellence in Training

Corporation.

• Wrote a 50% winner for F&W Publishing’s North Light Book Club. Developed many other

winners for a wide variety of clients.

• Strategic marketing development and advertising for American Republic Insurance Company

and Aquila Energy. These projects included video mailers, postcards, list selection, promotion

plans, brainstorming and creative development.

MEREDITH CORPORATION, Des Moines, Iowa 1992-1995

Creative Director

Responsible for all creative work, both in-house and freelance. Supervised eight staff members and 10

freelancers, and managed a budget of $400,000. Developed winning creative, coached and directed

designers and writers, and facilitated projects with senior management.

• $500,000 improvement in departmental efficiencies. Implemented changes that resulted in a

combined savings and cost avoidance of more than $500,000 a year.

• Increased catalog design productivity 50% and improved creativity by upgrading the skills of

in-house catalog designers.

• $1 million winner. Created the New Dieter’s Cookbook direct mail package, which increased

sales 147%, selling 200,000 books with a 20% profit margin on sales of $5 million ($1 million

profit).

MUTUAL OF OMAHA INSURANCE COMPANY, Omaha 1983-1992

Project Leader

Senior Copywriter/Copywriter

OMAHA WORLD-HERALD, Omaha 1981-1983

Copy Editor/Writer

EDUCATIONAL AND PROFESSIONAL

Bachelor of Arts in Journalism and History, University of Nebraska-Omaha, 1982

President, Mid America Direct Marketing Association, 2002-2003

Vice President, Treasurer, Mid America Direct Marketing Association, 2000-2002

Judge, Direct Marketing Association’s ECHO Awards, 2003

Finals Judge, Direct Marketing Association’s ECHO Awards, 2004

Licensed Independent Insurance Agent, Life, Annuities & Health, Nebraska & Iowa, 2005-2007

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