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Manager Marketing

Herndon, Virginia, United States
November 06, 2018

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John L. Gerbino

**** **** ****** **** ******, VA 20194 703-***-****

Senior Digital Product & Marketing Manager

Digital Product & Content Development Online Marketing Web Analytics

Award-winning manager enabling innovative implementation of products, digital strategy, content, & user experiences. Technology focus with business, creative, & analytical strengths. Expertise in web/mobile/apps marketing, product marketing, web analytics, video on demand, & content development. Leadership in cross-functional & international teams.

Core Competencies

Product & Content Development and Launch

Mobile marketing & responsive design

Cloud Deployment, Hosting, & Services Virtualization

E-Commerce, SEM, & Digital Marketing

Strategic Partner Alliances & Channel Management

Customer Success & Program Management

Web Analytics & Business Intelligence

Campaign Management and Lead Generation

Professional Experience

GANNETT - USA TODAY NETWORK, Mclean, VA 4/2018 - pres.

Senior Digital Programs Marketing Manager – Audience Acquisition & Engagement

Drive digital subscription & audience engagement through multi-channel marketing programs for web, mobile, and apps platforms across 100+ US media properties.

Campaign conception, creation, execution, & analysis – implemented 15 online efforts contributing to 46% year over year digital subscriber growth

Partnered with Product and Engineering teams for Web, Mobile, & Apps development - utilizing analytics and business intelligence tools. Continuously perform A/B testing optimizing user experience and conversion rates across all outlets.

Forged ongoing relationships with internal and external stakeholders developing new product categories, video content delivery, and alternative revenue streams.

INDEPENDENT CONSULTANT – Online Marketing, Product Management, Interactive Media 2006 – 2018

High-impact, full-time, long-term consulting engagements with top technology companies. Implement new technologies, online strategies, product development & launches, while deploying analytic insights enabling data-driven decisions.

VERIZON – Senior Product Marketing Manager, Enterprise Global Product Marketing

Product planning and marketing campaign development, launch, and performance analysis for Verizon’s next generation managed services portfolio (video, analytics, networking), coordinating with Solution Architect teams.

Partner point of contact for product development, project planning, and go to market execution, promotion, & sales enablement, working in an Agile environment.

AOL - Senior Partner Product Marketing Manager – Audience Development

Create and deploy acquisition marketing programs & products internally and via external partnerships (Google, Toshiba, Amazon, etc.). Coordinate SW development & empower sales organizations for post-launch promotion.

Introduce new technologies, optimizing mobile & video platforms, among affiliate, content, paid search, & display marketing channel partners

TIME WARNER CABLE (TWC) - Senior Product Marketing Manager, E-Commerce

Coordinate teams developing consumer facing products – conception to launch - across TWC properties. Prioritize by impacts on revenue and internalized “voice of the customer” during development.

Utilize responsive design for mobile/tablet optimization, and integrated web analytics platforms to maximize product acceptance, utilization, satisfaction scores, and revenue capture in post-launch phases.

XO COMMUNICATIONS, Online Marketing Manager, Enterprise Cloud

Created & executed integrated lead generation programs for XO’s cloud and telecom solutions. Collaborate with sales, product, & marketing communications teams launching campaigns across multiple channels.

Created content marketing strategy, aligning external messaging and buying cycle stages

Optimize website design and landing pages increasing conversions and qualified leads

Manage SEO, SEM, PPC advertising, and 3rd party media programs/vendors

CISCO SYSTEMS INC., Senior Web Marketing & Analytics Consultant, Enterprise Marketing

Unified online/offline marketing channels & re-branding efforts in cloud video conferencing. Sales lead development for $2B+ annual revenue via creation of microsites, sales collateral, webinars, videos, and sponsorship management.

Guide internal teams and external agencies to implement site content, architecture, and SEO optimization for Cisco’s global TelePresence sites – re-launched U.S. and 14 international properties.

Web analytics and strategic reporting, supplying business intelligence insight to senior management, driving future product development - including mobile and tablet applications.

NEUSTAR, INC., Senior Product Manager, Interactive Video & Media Services 2010 - 2011

Coordinated product vision & technical software development, implementing functionality/user interface requirements for UltraViolet - a cloud-based, digital media content streaming platform - supported by a worldwide alliance of 60+ entertainment, consumer electronics, and technology companies.

Forged relationships between consortium members (Comcast, Sony, Fox, Samsung, Microsoft, Paramount, etc.) and Neustar engineering teams, prioritizing product features and digital content production.

Managed creative agencies to brand & promote the UltraViolet sign-up portal, leveraging web analytic insights: 5M+ accounts and 7,100 content titles on platform in first year.

CARTESIAN CONSULTANCY GROUP, Senior Client Contractor 2006 - 2010

Integral roles enabling technology leaders & web marketing strategists to achieve measurable business results.

Time Warner Cable, Web Analytics / Database Marketing Manager – Tailored acquisition & retention campaigns across 17 geographic regions. Launched online/offline marketing efforts, steering telecom product offerings.

American Diabetes Association, Senior Manager, Applied Web Analytics – Boosted visitor traffic and e-commerce revenue via site redesign and social networking for a 16 million member audience.

America Online, Senior Product Manager, Content Strategy – Acquisition marketing during AOL’s free service transition. Accrued $7M incremental annual revenue by creating new online properties & brand extensions. Synchronized agency and AOL teams developing premium products, with 16,000+ member sign-ups daily. Advertising touch points exceeded 12 million weekly.

American Institute of Architects, Web Project Manager – Optimized personalization and content management for 83,000+ membership. Partnered with Google, launching three new web portals.

American Chemical Society, Product Manager – Maximized e-commerce, SEO, SEM, and social networking throughout web & mobile channels - 58% site traffic increase and 26% site registration boost.

Sprint, Marketing Portal Manager – Implemented a self-service portal for Sprint’s most strategic customers. Distilled product requirements documentation to synchronize SW development and launch.

VERISIGN CORPORATION, Dulles, VA 2004 - 2005

International Product Marketing Manager

Development & launch of Internet registry products and data center hosting facilities in China, South Korea, Latin America, Africa, and Europe. Interfaced with external partners, engineering, business development, and account management teams prioritizing product creation and launch timelines.

INTEL CORPORATION, Chantilly, VA 1999 - 2003

Senior Customer Integration and Engagement Manager

Led multifunctional international teams delivering web hosting and cloud e-commerce solutions within a startup division of Intel Corporation. Implemented enterprise-level product and service platforms for Fortune 500 customers in e-commerce and streaming media applications. Customer’s single point of contact during development, launch, and support phases, with profit and loss responsibility on a per-client basis.

Managed customer engagement groups in the U.S., Europe, and Asia, deploying hardware, software, networking, and broadband content delivery solutions globally; annual revenues increased to $185 million.

Executed 30+ customer launches, totaling $15 million in yearly revenues

Developed post-launch phase training curriculum for 24x7 customer data center staff.

AMERICA ONLINE (AOL), Dulles, VA 1997 - 1999

Senior Manager, E-Commerce Partner Implementation

Senior Project Manager, New Product Development and Integration

Led strategic e-commerce launches and online marketing campaigns with national advertising partners (Amazon, Barnes & Noble, eBay, Avon, etc.) reaching AOL’s 30 million member audience. Primary contact and relationship manager between external partner and AOL Technology, Ad Operations, & Business Development groups.

Defined project & technical requirements, constructing launch timelines. Exceeded AOL and customer business goals, managing the implementation of six major e-commerce partners – gained 1.75M new AOL subscribers.

New product development and rollout of revenue-generating features, including Search, Newsletters, Message Boards, throughout all AOL consumer brands – gaining $30M incremental annual revenue


International Alliances Program Manager

Managed interactive television marketing trials on-site in Rome, Italy. Utilized U.S./European resources to foster client relationships & exceed joint venture goals. Guided internal/contractor personnel - overcome technical/cultural challenges during in-country video on demand launch. Leveraged localized requirements for new product development.

Steered technical, marketing, and creative teams, ensuring delivery & installation of eight new multimedia content refreshes and two software releases of underlying video content streaming platform.

Captured international requirements integrating user interface & content management systems.

Early Career

BOOZ ALLEN & HAMILTON - Senior Consultant

Management & technology consulting in Fortune 500 and international client assignments; formulated strategic solutions and competitive analysis market research improving client profitability & technical performance goals.

COMPUTER SCIENCES CORPORATION (CSC) - NASA Goddard Space Flight Center - Systems Integration Manager

Top 10% contributor within CSC and IBM partner organizations - full life cycle of hardware/software system requirements development & acceptance testing.



Master of Business Administration (MBA), Dual Concentrations in Marketing and Finance

Additional graduate coursework applied to MBA program completed at American University, Washington, DC, and The Wharton School, University of Pennsylvania, Philadelphia, PA


Bachelor of Science in Electrical Engineering

Related Information and Skills

Industry recognition:

Webby Award - International Academy of Digital Arts and Sciences - American Institute of Architects – America’s Favorite Architecture site

Webby Award with Official Distinction - International Academy of Digital Arts and Sciences - American Diabetes Association - redesign of

Gold Award of General Excellence, Society of National Association Publications - American Diabetes Association, redesign and rebranding

Proficiencies in:

Adobe Site Catalyst (Omniture)

Adobe Audience Manager, Adobe Test & Target

Adobe Experience Manager

Digital Content Production & Management

UX/UI creative and functional front end design

SEO, SEM, & Keyword bid optimization

Google Analytics

Google AdWords campaign management (SFDC) integration and analysis

Eloqua – content & campaign management

Completion : Pragmatic Marketing Product Management seminars

Practical Product Management

Requirements That Work – Mastering the Project Management Process

Member of American Mensa, Ltd.

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