Manager Project

Danielle Farrar

A socially-minded Product Manager who builds teams and delivers results.

My Resume

DANIELLE A FARRAR

: 510-***-**** : ********.*.******@*****.***

OVERVIEW:

I m a skilled and versatile Product Manager with more than 10 years of experience

fostering relationships, increasing revenue, and reducing costs wherever I go. My holistic

understanding of products from brainstorming to tech implementation and maintenance builds

teams and delivers results.

EMPLOYMENT HISTORY:

Product Manager, Digital

OWN: The Oprah Winfrey Network, Los Angeles, CA

September 2010present

Danielle Farrar is one of the most creative, organized, forward-thinking and wonderful

people I ve ever had the pleasure of working with. In the digital landscape, she knows

anything and everything there is to know about new and emerging products, as well as

existing products and the history of what digital avenues work best based on the primary

objective of any initiative.

Daria Benedict, Content Producer, Digital, OWN: The Oprah Winfrey Network

Overview: Worked with multiple stakeholders to execute complex projects through

incredibly fast release cycles.

- Led product development and launched the website for the Oprah Winfrey Network

- Led product development and launched the online companion course for Oprah s Lifeclass

- Worked with two external vendors to deliver the Oprah s Lifeclass synched iPad app

- Led the build of the registration process for Oprah s Lifeclass, achieving more than

one million registrations in less than a month

- Led the ongoing design of new OWN show sites, developing an efficient process for

designing and building the framework for handoff to show Producers

- Managed the build of a Facebook contest which resulted in a 150% increase in Facebook

Likes over the course of the campaign

- Led the build of moderated/filtered Twitter feeds (we were #1 worldwide trending topic

for one day) and live chat (including live chats with Rosie O Donnel, The Judds, and other

talent)

- Led the creation of thousands of dynamic topic pages with a vendor (Ramp), managing

ROI, risk analysis, and getting internal buy-in from multiple stakeholders

Senior Product ManagerABC Digital Media, Burbank, CA

January 2010September 2010

Overview: Aligned team to a common strategy to meet larger organizational goals.

- Launched Facebook Like campaign to leverage social sharing of ABC content (was

presented at 2010 f8 conference by Mark Zuckerberg as a great model of implementation)

- Increased registrations 12% year-over-year, leading all business units in registration

and registration growth

- Created strategic plan for our team, including tactics to spread the ABC message across

many social platforms

- Led team of five Product Managers to create an 18-month product roadmap that met the

organizational goals

- Instated weekly status reports to be delivered to all levels of the enterprise,

tracking and reporting metrics, and driving real-time course correction

- Created full documentation for products, from business justification to functional

documentation to wireframes, seeing a product through to successful launch

Community and Content Product ManagerABC Family Digital Media, Burbank, CA

November 2007January 2010

Danielle is multi-talented as she has great technical knowledge, user experience,

metrics analysis and editorial skills, which provide for a great combination in anyone

working in digital media. She enhances every project she is on. Amy Raymond, Senior

Product Manager, ABC Family Digital Media

Overview: Met or exceeded organizational strategic initiatives through strategic

planning, strong leadership, product management, metrics accountability, cost savings, and

revenue building.

- Managed budgets of $423K for franchise editorial and community moderation

- Reduced costs by an estimated $278K over FY09, operating on a functional shoestring

- Achieved a 6% bounce rate off the ABC Family home page, resulting in an estimated 26

million additional pageviews in July 09

- Initiated and fostered content partnerships with organizations and writers to establish

a supportive, educational online community for the Secret Life of the American Teenager

website (submitted for Emmy nomination in the Interactive Fiction category)

- Migrated a very involved community from Kickapps and Jive platforms into a single

Drupal community and editorial platform (while building ABC Family s brand and reputation

throughout the migration)

- Led product development teams from brainstorm to launch (including PRDs, scheduling,

and QA) on over $1M in Ad Sales projects

- Completely reorganized the editorial process, resulting in timely weekly delivery,

increased efficiency, and consistent Legal, Programming, and S&P approvals

- Developed comprehensive feedback reports for upper management, including community

temperature readings, programming feedback, and site issues

Managed a cross-discipline team of five to achieve on-brand and timely results in

editorial, production, and moderation

Community, Editorial, and Marketing DirectorJaman.com, San Mateo, CA.

July 2006November 2007

Danielle is a joy to work with. She is bright, capable, and creative; great assets to

have in the dynamic, fast paced startup environment where we worked together. She plays

well in a multi-disciplinary environment, communicates and works effectively with

engineers, exec, and creative staff. Dave Le, Sr. Designer, Jaman.com

Overview: Thrived in a flexible and dynamic startup environment, building a community

from the ground up, establishing best practices through evaluation of metrics, and

spreading the brand through strategic marketing programs.

- Created email strategy through extensive A-B testing, establishing company-wide best

practices used for all email communications

- Managed all CRM efforts, including rules-to-fulfillment sweepstakes management of three

sweeps campaigns, resulting in exponential registration growth

- Coordinated all film festival and venture capital events, including the production of

all marketing materials, setup of booth, and live product demos

- Established site moderation and support strategy, including boards, comments,

recommendations and forums

- Triaged and assigned all customer support and feedback to tech team, providing detailed

bug reports when necessary

- Led implementation of traffic reporting and delivered comprehensive weekly traffic

reports

- Wrote all editorial for site, including weekly newsletters, company blog, and dozens of

movie reviews and recommendations

Product / Project ManagerAlameda Newspaper Group / MediaNews Group, Oakland, CA

November 2005July 2006

Danielle consistently pushed projects forward using creativity and skill. We could

always count on her to provide input. I was proud to have her as a member of my

department. David Prizer, Regional Vice President, MediaNews Group Interactive, ANG

Overview: Built relationships and led teams to meet aggressive launch schedules, while

also addressing the changing world of news media.

- Promoted and managed online classified ordering system for an estimated additional

$234K in incremental revenue through orders placed and online upsells

- Led full redesign and launch of eight ANG integrated news sites, launching on schedule

and on budget

- Managed and patched difficult relations between MNGi corporate offices and local ANG

news sites

- Migrated full online classifieds systems from internally-hosted system to vendor-hosted

system

- Presented and trained sales staff on new online product offerings available for

sponsorship

- Created marketing plans, from brainstorm to creative execution, for in-print promotion

of the websites

Prior positions available upon request or on LinkedIn

EDUCATION:

University of Washington: Graduated August 2002 with BA in Communications.

OTHER FUN STUFF:

1999 2001: Headed successful e-zine project in Seattle, Urban Downpour

2003: Was a founding partner of Theory Radio, non-profit, web-streaming radio station

(http://www.theoryradio.org)

2005: Ran San Francisco Marathon to raise money for AIDS Project LA

2007: Rode 575 miles in AIDS Lifecycle charity ride from San Francisco to LA

2012: Started Tasty Racing team for 24 Hours of LeMons (http://www.tastyracing.com)

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