Digital Strategy / Marketing Leadership

CRAIG A. COOPERMAN

201-***-**** *****.*.*********@*****.***

www.linkedin.com/in/craigcooperman/

EXECUTIVE SUMMARY

Innovative Senior Marketing Leader with expertise in managing multichannel acquisition strategies for new brands and market leaders in highly competitive industries. Transforming strategies and leveraging opportunities to drive profitable growth by impacting revenue and maximizing the return on investment while improving the customer experience.

PROFESSIONAL EXPERIENCE

Eisai, Inc. Woodcliff Lake, NJ

Director, Integrated Digital Strategy 2014 – 7/2017

Led digital strategy team for this global pharmaceutical firm supporting commercial brands across Neurology and Oncology Business Units including recruitment for clinical trials.

Launched new Search, Email, Social and Mobile campaigns based on insurance data, prescriber data and consumer behavior to drive double-digit growth vs. existing programs.

Grew YOY digital results for Engagement and attributable Sales by 150%-300%.

Successfully partnered on 6 brand launches with digital marketing planning, execution and optimization.

Established digital standards for the firm and overhauled reporting to focus on ROI and align with strategic imperatives of the business.

Transitioned and onboarded agency and platform providers resulting in a $5M+ YOY cost savings.

Prudential Financial Newark, NJ

VP, Interactive Marketing 2012 – 2013

Managed and built a team of 8 eBusiness professionals with an and annual budgets of $25M+, responsible for Prudential’s integrated digital acquisition marketing and the internal digital agency supporting global clients including Life Insurance, Annuities, Investments, Real Estate, Retirement, Group Insurance, Asset Management and Corporate Branding.

Drove the strategic direction for a for a companywide pilot program that shared client leads for Life, Vision, Dental, Disability and Retirement Plans between Insurance and Retirement lines of business.

Launched cross-business attribution tracking process which led to improved Customer Experience and increased digital conversions across multiple businesses.

Built and tested microsites for Life Events, Multicultural and High Net Worth segments.

Developed integrated digital marketing programs for captive sales channel and staffing department that utilized Mobile, LinkedIn, Facebook to beat YOY acquisition goals.

Launched corporate brand YouTube Channel in support of master brand campaign.

Received “20 Rising Stars in Financial Marketing” Award from The Gramercy Institute in 2012.

Director, Search & eMarketing Campaigns 2010 – 2012

Promoted to lead the firm’s SEM and SEO Practice, Email Marketing, Digital Lead Generation Platform and Programs supporting Prudential’s 80+ CRM, web properties and mobile assets.

Drove YOY growth of traffic, engagement and conversions from Search channels by 15%-60%.

Led platform upgrade in response to 25% YOY email volume increases, providing business partners with greater insight into overlap across Prudential’s businesses.

Internet Lead Marketing Director 2007 – 2010

Recruited to manage the Internet Lead Marketing program. Collaborated with Business Units, Media Partners, Design, Content, Developer and IT teams to monetize digital assets.

Launched B2B and B2C mobile quoting, calculator and extremely effective lead capture applications.

Digital results included 2.5M leads, $40M+ in Life Premiums, and $60M+ in AUM.

Managed multimillion dollar customer renewal, referral and death claim programs with conversion rates of 35%+ coming from existing customers.

Led profitable Mobile Click to Call program with captive sales channel.

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Register.com (Web.com) New York, NY

Director, Acquisition Marketing 2004 – 2007

Recruited to lead integrated marketing programs for a $100M global domain registrar that delivered hosting, email, website and promotional services for over 3M B2C and B2B customers. Accountable for 5 direct reports and a $10M acquisition marketing budget.

Reduced churn by 20% with customer loyalty program to combat low-priced competitors.

Grew brand’s top line eCommerce revenue by integrating TV, Radio, Print, PR, Direct, Search, Display, Affiliate, Mobile, CRM, and Ad Sales.

Launched profitable Natural Search and Pay-Per-Call channels.

Streamlined retail website to improve customer experience and profitability.

Produced and launched ‘voice of the customer’ testimonial branding campaign.

Secured 5 industry-recognized customer satisfaction awards for the company (J.D. Power).

Increased company press hits by 10x over a 3 year period.

Grew revenue from paid search channel YOY by over 29% while improving ROI.

Credited with reducing cost to acquire new customers by 25% from 2005 YOY.

Partnered with CTO and Analytics teams to launch retargeting and multivariate tests.

Achieved 2006 net new customer goals while reducing spend by 20%.

Grew EBITDA from $14M in 2005 to over $28M in 2006.

AT&T Enterprise Managed Services Bridgewater, NJ

Director, E-Business Alliances 2001 – 2004

Recruited to drive sales for a $400M managed web services business via marketing partnerships. Managed team of 3, a marketing budget of $5M, and relationships for Accenture, BearingPoint, Cisco, HP, EMC, Oracle, SAP, Siebel, Marsh, and Sun. Supported all sales channel marketing programs.

Strategized and launched an eBusiness interruption insurance product with Marsh and Lloyd’s of London.

Led joint go to market strategies to secure global, middle market and small business clients. Oversaw the planning and successful execution of a unique, integrated marketing strategy with each partner using traditional and new media vehicles.

Established co-branded offerings with CRM providers that leveraged multiple AT&T disciplines to support retail clients including Priceline, Marriott, and iTunes.

Generated an ROI of 500% and delivered over $25M in revenue in both 2002 and 2003.

Exceeded 2001 – 2003 annual sales targets by over 125%.

R.H. Donnelley, Inc. Purchase, NY

VP, Marketing & Business Development 1999 – 2000

Recruited to co-write business case approved by R.H. Donnelley Board of Directors to fund a $50M start-up that offered Internet solutions to 700K yellow pages advertisers. First of 75 employees hired, responsible for P&L and national rollout. Managed integrated $5M budget for print, radio, direct, affiliate, and digital.

Built partnerships with IBM, AOL, Earthlink, DoubleClick, and 24/7RealMedia.

Hired and trained 15 direct reports that built a 50-person sales organization.

Rolled-out CRM across all touch points in the business.

Set retail pricing and determined product positioning.

Hit year one sales goal of $3M within first 9 months of operation.

Identified buyer and collaborated to negotiate transaction price and effectively sold subsidiary.

Omnipoint Communications (now T-Mobile) Cedar Knolls, NJ

Director, Direct and Internet Marketing 1997 – 1998

Recruited to supervise B2C and B2B marketing programs for a $2B mobile carrier. Set and managed an $8M budget and 5 direct reports. Managed web agency, ISP, media buyers and external production vendors.

Led marketing communications team to drive all acquisition and retention efforts across local, domestic and international roaming customer segments.

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Director, Direct and Internet Marketing continued

Established strategic content partnerships and executed joint mail, telemarketing and web programs with American Express, Staples, NY Times, NJ Nets, and NY Mets.

Built “Power On” customer loyalty program encouraging customers to utilize SMS texting which increased ARPU (average revenue per user) and retained customers to support no contract strategy.

Created channel specific and multi-channel programs, increasing the existing close to sale ratio with some programs by as much as 75%.

Developed viral marketing programs that included web to mobile offers, online referral rewards, and the firm’s first eCommerce site.

Launched Customer Satisfaction Survey and appended customer preference data to billing database to pave the way for upselling services.

Drove top 12% of revenue from initial 2M subscribers leveraging DM and eCommerce channels.

Executive Enterprises, Inc. New York, NY

Senior Marketing Manager 1995 – 1997

Recruited to manage marketing campaigns for $60M conference organizer. Hired, trained and managed a team of 5 managers who promoted conferences via direct mail, telemarketing, print, email and digital advertising.

Increased customer base by 25% and prospect database by 40%.

The Kleid Company New York, NY

Account Manager 1991 – 1995

Provided account leadership for a $25M direct marketing agency and $2M client portfolio: Grolier, Disney, Fingerhut, and Kiplinger.

EDUCATION

Iona College, Hagan School of Business New Rochelle, NY

MBA Master of Business Administration in Marketing – Honors, 2005

Post Master’s Certificate in Electronic Commerce – Honors, 2005

St. Thomas Aquinas College Sparkill, NY

BS Bachelor of Science in Marketing, 1991

Professional Affiliations: DMA, SEMPO, Leads Council

Skills: Proficient in MS Office, Google Analytics, Omniture, Eloqua, ExactTarget, Adobe Marketing Cloud, Marketo, as well as most CRM, Web Analytics, Attribution Modeling, Social Media, SEO, SEM and DSP management tools. Completed Administrator level training for Salesforce.com.

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