Design Marketing

Mark J. Welch

PO Box ***

Hayward, CA *****

925-***-****

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

http://www.MarkWelch.com/

Objective: Online Marketing position (in-house, contract, or consulting) focused on ROI.

Experience: Most of my work over the past 12 years involves pay-per-click search and/or affiliate marketing.

1997 - 2011: Internet Marketing Consultant. Some specific project examples:

For a directory web site, I expanded the PPC keyword lists ten-fold and identified ROI measures to set bid limits for each keyword family; substantially increased traffic and conversions, while reducing the $20,000 monthly AdWords spend.

For a B-to-C e-tailer, I conducted PPC testing before concluding that the merchant's low conversion rate was due to site-design issues and non-competitive pricing. Based on my advice, the client re-launched the site with a new design, better pricing, and an effective affiliate program.

For an agency client serving auto dealers, I designed and implemented a "pay-per-call" lead-generation system, and tested and optimized pay-per-click advertising campaigns for several large auto-dealer clients.

I was an active seller through the eBay and Amazon.com marketplaces (initially as part of consulting work for clients, and later for my own profit).

For several clients, I prepared Strategic Marketing Plans focusing on PPC Search and Affiliate Marketing, after "brainstorming sessions" with each client's key staff.

I did extensive work for a "print on demand" B-to-C e-tailer:

I was involved in all aspects of design & implementation of the e-commerce startup;

Supervised production of first-phase web site and design of more than 3,000 unique posters;

Managed acquisition and management of large editorial content database and image library;

Designed and implemented affiliate program and large pay-per-click search advertising campaigns

Prepared plan for larger web-site development project, database, user interface.

2000 - 2001: Chief Strategist for MovieGoods.com, a

successful startup e-commerce retailer; included significant roles in:

Design of web site, and oversight of implementation by outside development firm;

Development of eBay auction strategy and evaluation of related issues;

Evaluation, License Negotiation, and Integration of third-party

editorial content;

Successfully designed and implemented profitable marketing

strategies;

Design and management of highly successful affiliate program;

Design and implementation of very profitable pay-per-click search strategy

1996 - 2011: Web publishing and "affiliate-role" work (earning sales commissions from niche web sites and from PPC search activity). In January 2011, I launched LessonIndex.com, a web site directory of literature lesson plan resources for teachers; the site was immediately profitable. (I built a similar site in 2003, which I sold in 2007.) Earlier, I created a directory of "web-site advertising" resources which quickly grew into a highly profitable site (drawing $10,000 per month in advertising revenue by mid-1999). I sold the Adbility.com web site in late 1999, at the peak of the "dot-com" bubble.

I also created and managed large "direct-to-merchant" affiliate PPC campaigns.

Earlier experience: Estate Planning & Probate Attorney (1993-1998);

business & litigation attorney (1990-1993);

syndicated columnist for legal newspapers (1987-1990);

reporter and reviewer for BYTE and InfoWorld magazines (1983-1987);

author of a shareware computer game-design system (1985); reporter for daily newspaper; editorial assistant for University Press; mail-order shipping clerk.

Education

University of California, Berkeley, Boalt Hall

School of Law

(J.D., 1989)

University of Massachusetts, Amherst (B.A., 1983,

Journalism / Interdisciplinary

[Computer Science])

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