Sales Project

MICHAEL FELDMAN

*** ******** *****, *******, ** *8940

Email: *******@*****.***

Home: 215-***-****

Cell: 917-***-****

Summary: Business Development and Product/Project Management Professional with extensive Cable TV experience in interactive

television and interactive advertising technologies and services. Adapt at taking projects from concept and defining requirements

through to deployment. Strong, self-motivated leader and innovative thinker consistently pursuing new challenges to stretch abilities and

expand knowledge for success. Strong collaborator and team player, managing programs across functional groups and business units to

develop roadmaps and deployment strategies.

Ensequence, New York, NY 2010 to Present

Ensequence, the interactive television company, is making TV new again. Ensequence delivers the reach and branding power of

television with the engagement and measurability of the Internet. Ensequence enables programmers, distributors, and advertisers to

create and deploy a high volume of interactive television experiences that drive revenue growth for clients via increased programming

ratings, advertising effectiveness and merchandise sales.

Senior Program Manager

Manage company-significant Service Provider (MSO, Telco, and Satellite) customer programs, mentor Jr. Program and Project

Managers, and contribute to continuous improvement of the Program Management Office.

• Manage Ensequence’s iTV Manager and applications product deployment at the Service Providers including Comcast, Time

Warner Cable, Cablevision, Verizon and Rogers

• Manage and direct external customer program and project communications, with sensitivity to customer perceptions.

• Operate from an overall solution standpoint to keep an end-to-end view of program interfaces, impacts, and opportunities.

• Identify Program requirements, communicate to internal stakeholders, and track development/delivery.

• Identify and drive issues to resolution.

• Develop and execute risk management plans.

• Collaborate closely with cross-functional teams, including technical, creative, and third party.

• Participate in continuous improvement of program/project management practices

• Matrix resource management, including forecasting, directing, and reporting.

• Responsible for project budgets, maximizing margins, and customer satisfaction

• Spearhead T-Commerce initiative

Comcast Cable, Philadelphia, PA 2009 to 2010

The largest MSO in the United States with over 24 Subscribers

Program Director – Enterprise Project Management Organization (EPMO)

An EPMO Program Director manages cross company projects by prioritizing and aligning Comcast resources across lines of business.

Working closely with the engineering team and business sponsors, to deliver agreed upon customer experiences and driving efficiencies

to improve delivery timeframe.

• Assess individual assigned project health, risks, issues and managing critical path milestones throughout entire Software

Development Lifecycle from initiation through to deployment

• Manage project by holding business and technical leaders responsible for execution

• Manage KPIs, providing direction for projects and programs relative to their objective

• Ensure creation and maintenance of key project deliverables

• Maintain Schedules: Review and rationalize cross-functional end-to-end schedules and milestones

• Manage initiation, planning, development, testing, trialing and deploying the following iTV (Interactive Television), Guide

Extension and Cross Platform projects:

o On Demand Watchlist – Cross platform (Online and Set Top Box)

o Xfinity Remote Tune – Cross platform (iPad and Set Top Box)

o Interactive Program Guide Recommendations (EBIF/ETV)

o Interactive Program Guide Upsell (EBIF/ETV)

o iTV CNN Interactive (EBIF/ETV)

o iTV ESPN Interactive (EBIF/ETV)

o iTV MSNBC Interactive (EBIF/ETV)

o Project Canoe Polling and Trivia (Interactive Advertising)

o iTV Instant Info (EBIF/ETV)

iTV Set Top Box Casual Games

o

GuideWorks LLC (Comcast and TV Guide Joint Venture), Radnor, PA 2003 to 2009

GuideWorks develops Comcast’s on screen Interactive Program Guide (IPG)

Director, Advertising Product Management/Development

Product management and development of set top box strategies, applications, features, and functions in television promotion, advertising,

and commerce.

• Provided product direction, requirements, development and roadmap to execute Interactive Television (iTV) product development

for advertising and programming

• Defined requirements for Set Top Box Interactive Television Advertising

• Managed product advertising and promotion feature development

• Established Advertising, Promotion and Commerce Set Top Box software future roadmap

• Prioritized development of iTV features and products based on analysis of competitive product offerin and marketplace dynamics

• Managed 3rd Party integration development efforts for enhanced television and advanced advertising

• Successfully executed launch of banner advertising within Comcast’s IPG thereby providing a completely new revenue line item for

Comcast Spotlight (Ad Sales Division of Comcast)

• Established Style Guide for IPG banner advertising creating consumer acceptable ads

• Managed deployment of Video Enhanced Banner Advertising

• Defined requirements and managed development of localized banner advertising allowing for significant incremental advertising

revenue

• Formulated IPG clickstream reporting strategy that eliminated third party functionality enabling clickstream reporting to fit set top

memory constraints

• Worked with cross team groups to define reporting requirements for set top box software

• Developed Advertising Requirements for next generation Comcast Interactive Program Guide resulting in a completely unique

advertising paradigm for TV Interactive Program Guides.

Comcast Spotlight, Philadephia, PA

Comcast’s advertising sales division

Consultant

Defined advertising opportunities for new VOD (Video On Demand) platform

• Developed new to industry :30 second BNU (Branded Navigation Unit) that drove viewers to sponsored entertainment content or

informational content

• Identified and guided distribution onto VOD ad supported content and providers

• Assisted content providers with programming strategy

• Defined metrics of VOD advertising

• Established new industry cross platform (VOD and linear) packaging of a media buy

• Originated Product Showcases on Comcast VOD platform

• Initiated Direct Response opportunity on VOD

WorldGate Communications, Inc., Trevose, PA 2001 to 2003

A service and technology company that provided a fast, easy, inexpensive Interactive

Television entertainment solution to the cable industry,

Director Business Development

Responsible for content aggregation and advertising products in the Interactive Television walled garden.

• Successful negotiated contracts with content providers such as Associated Press, Bloomberg, AccuWeather, Overture (formally

GoTo.com), Switchboard.com, MovieTickets.com, and The Sporting News

• Defined and negotiated content and revenue opportunities for new iTV products

• Identified advertising and sponsorships opportunities within the product’s user interface

• Successfully negotiated revenue generating opportunities with MovieTickets.com and QVC

• Worked with advertisers and advertising agencies for sponsorships on platform such as Coca Cola

sponsorship of GO!TV Games and Elisabeth (Liz Claiborne) sponsorship of Shopping

• Manage programming network participation on platform

Negotiate strategic partnerships such as with LodgeNet, WorldSpan, Sony

Test direct response advertising interactive television platform with Thane International (AB Doer), National

Syndications (Amethyst ring) and FTD

TelAmerica Media Inc., Philadelphia, PA 1997 to 2001

A $50 million broadcast and cable media provider and direct response marketer

Vice President Marketing

Senior marketing executive with responsibility for planning, business development, strategic alliances, partnership marketing,

market/channel management, market vehicle development, media planning, market testing, database and back-end management.

• Successfully managed TelAmerica Media’s entry into alternative distribution channels (print and retail). Launched various catalog,

solo media, DRTV, space advertising and affinity programs as well as the Internet.

• Responsible for the 15 million dollar Direct TV and Electronic Shopping Divisions.

Formulated and negotiated royalty and joint venture agreements as well as strategic alliances with prominent companies including

Oreck, National Syndications, and Nutri/System.

Responsible for new product development resulting in 4 new DRTV and 10 new QVC products in 18 months generating 6 million in

sales and 15% pretax income.

• Managed every aspect of infomercial/direct response short form media.

Established offer/pricing strategies for main offer and upsells, developed commercial scripts, reviewed edits, reviewed claim

substantiations, ensured that all back end operations and procedures were in place, and managed distribution of products in retail,

catalog, print and Internet.

Media Group Inc., Stamford, CT 1991 to 1997

A $200 million vertically integrated multi-media direct marketing company.

Vice President Marketing

Managed new product development, packaging, inventory, and fulfillment including order processing and telemarketing.

• Responsible for management of retail sales division, which exhibited a 30% sales increase over a two-year period.

• Developed Marketing Plans for new product introductions.

• Formulated marketing plans for 20 new product introductions representing 15 million in sales.

Developed upsell programs for TV media offers including negative option continuity programs and membership buying clubs, which

resulted in a 32% increase in average order value.

Responsible for managing QVC, Home Shopping Network (HSN), and multiple other media channel sales.

Education

University of Pennsylvania, Wharton School of Finance and Commerce, Philadelphia, PA

Bachelor of Science in Economics, Major in Finance

Professional memberships and affiliations

• Wharton Alumni Association

• National Cable Television Association (NCTA)

• Cable Television Administration and Marketing (CTAM)

• Interactive Television Alliance (ITA)

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