Marketing Sales
Resume:
MICHAEL D. STASKIN
Las Vegas, NV 89134
*******.*******@*****.***
Experience:
Caesars Interactive Entertainment (CIE)
Las Vegas, NV
Vice President of Marketing and Brand 2012
- 2014
Executive responsibility for all Marketing and Brand for this division of
Caesars Acquisition Company, active in the real money online gaming
segment, social & mobile gaming space and the worldwide leader in offline
poker tournaments under the World Series of Poker brand.
Led Strategic Marketing, Brand Development, Acquisition, CRM/Retention
Marketing (email, in-client, push notifications), Direct Mail/Email
Marketing, Creative Strategy/Advertising, Media Buying, Social Media,
Promotions, Events & Sponsorship, Loyalty/VIP Marketing, Market Research
and Cross Marketing with the Caesars Entertainment Corporation.
Built and mentored a marketing team of 20 in three offices in three
different countries to manage the marketing of this multi million dollar
revenue business.
Authored a holistic launch marketing plan for WSOP.com, CIE's first ever
foray into real money gaming capturing 63% market share in NV and 33% in
NJ.
Launched the first legal real-money online casino sites in the United
States (in NJ) under the CaesarsCasino.com and HarrahsCasino.com brands
securing #2 market position with 21% share.
Conducted the search, selection and management of the company's first
advertising agency and all media partners.
ngmoco :)
San Francisco, CA
Chief Marketing Officer
2011 -2012
. Executive responsibility for all global marketing and communications for
this mobile social games leader, including the launch of the Mobage
brand, the company's mobile entertainment network.
. Built and mentored a marketing team of 20, responsible for performance
marketing/customer acquisition, user monetization, advertising, media
planning, market research, player relations/community management, in game
advertising and public relations.
. Developed the company's first comprehensive marketing plan to drive
maximum traffic, optimize acquisition costs, and build a global Mobage
community through ROI positive Performance Marketing, efficient Brand and
Consumer Marketing, strong social and viral acquisition activities and an
innovative use of PR.
. Improved the company's performance marketing strategy, leveraging
available analytics, to better profile users, improve targeting and
maximize the organic to paid DL ratio.
. Selected and managed the company's first advertising agency and all media
partners.
. Authored launch marketing plans for Skyfall and Dragon Craft, the first
new 1P game releases for the company in over a year.
. Led the company's research effort to better understand the mobile social
games user, in particular usage differences between the Android Market
and App Store users.
. Managed a strategic relationship with the marketing and communications
team of the Japanese parent company, DeNA, a global leader in the mobile
social gaming space.
SISAL, SPA
Milan, Italy
Vice President of Marketing and Communication
2008 - 2011
. Most senior marketing executive leading all aspects of marketing and
communications for this E11 billion privately held global gaming
corporation (2nd in Italy, 6th worldwide) active in the lottery, sports
betting, slot machine and online gaming segments.
. Assembled and managed a team of 24, responsible for Strategic Marketing,
Media Buying, Press Office/PR, Events and Sports Sponsorship, Market
Research, Corporate Social Responsibility and Sisal TV - the company's in-
store TV Network operational in 12,500 points of sale nationwide.
. Responsible for selection and management of all Advertising, Media, PR
and CSR agencies.
. Completed a successful turnaround of the company's core product -
Superenalotto - ending 14 consecutive months of downward trend as of July
2008, reaching sales of +29% by December 2008 and more than doubling
franchise sales to E3.3 billion by December 2009.
MICHAEL D. STASKIN
. Launched the industry's most successful new product - Win for Life -
yielding E900 million of sales in its first 12 months. Led all phases of
the marketing process including market research product naming, brand
positioning, advertising development and PR.
. Spearheaded a new company media strategy based on a holistic approach to
reaching consumers, maximizing more than E40 million euro in spending.
Improved media buying by 10% on TV, 17% on print and 45% on outdoor
leading to an incremental E6.5 million in value.
. Effectively improved the activities of the company's press office
generating more than E6 million of equivalent advertising value for the
company.
. Improved company decision-making via effective market research.
. Ideated and implemented a complete, unique for the industry, Corporate
Social Responsibility strategy. Authored and published the first Social
report in the company's 64 year history.
. Relaunched Sisal TV, making it a cutting edge in-store communication tool
and an important part of the overall marketing mix. Positively
contributed to the business by generating incremental sales (+33% vs. non
Sisal TV points of sale) and more than E1 million in advertising revenue.
MATTEL, INC.
Milan, Italy
Vice President of Motorsport Marketing & Licensing 2003
- 2008
. Autonomous, entrepreneurial leader of a lean international marketing and
licensing team and a cross-functional team of 25 for all Motorsports and
Ferrari collectible and toys.
. Direct responsibility for management of Mattel's largest and most
prestigious automotive license, including brand positioning, marketing
plan development and contract negotiation.
. In 2007, led the team to the most successful year in the eight year
partnership with successful collector, toy and sublicensing businesses
generating year-on-year growth of 90% and the highest top line revenue
and bottom line profit totals in whole dollars
. Conceived and implemented a new go to market strategy to reach the core
collectible consumer; including new, channel exclusive product, a new
worldwide distributor network and a new order processing system resulting
in a new highly profitable $15 million segment.
. Generated over $1 million annually in sublicensing revenues offsetting
royalty guarantees.
. Conceived, implemented and managed a multi year, $20 million premiums
program with RCS Media Group spanning multiple countries and disciplines.
MATTEL, INC.
El Segundo, CA
Vice President of Marketing, Hot Wheels 2001
- 2003
. Executive responsibility for all aspects of marketing, in licensing, out
licensing and product development for the $100 million, 11-person adult
segment of the Hot Wheels brand.
. Drove all advertising, pr, market research and market development for the
business.
. Oversaw negotiation and management of all licensing relationships for
NASCAR, Formula 1, Rally, strategic entertainment properties and
automobile manufactures
. Led the Brand Development Outline (long term product plan) to ensure
collectability and new product innovation in coming years.
. Grew topline sales by 20% and improved bottom line profit exponentially
in the first year of this turnaround segment through focused consumer
marketing and license renegotiation.
. Grew top line revenue by $50 million and bottom line profit by $52
million in two years.
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MICHAEL D. STASKIN
RED JADE, INC.
Palo Alto, CA
Executive Vice President of Marketing and Sales
2000 -2001
. Executive responsibility for all aspects of marketing and sales for this
Ericsson funded, Silicon Valley start-up including Product Marketing,
Corporate Marketing, and Market Development.
. Created marketing vision and product plan for the company's initial
offering, Jasmine, a handheld wireless device converging video games,
music and PDA functionality.
. Spearheaded and executed corporate branding and identity. Developed all
messaging and corporate communications.
. Completed successful agency screens for Advertising Communications and
Public Relations yielding relationships with Wieden+Kennedy (Portland,
Amsterdam) and The Bohle Company (Los Angeles) respectively.
Key participant in determining the company's business model and co-author
of the company's business plan.
SEGA GAMEWORKS, LLC.
Universal City, CA
Vice President of Marketing and Sales
1998 - 2000 Director of Advertising & Corporate Sponsorship
1997 - 1998
. Led all strategic marketing for this start-up joint venture of DreamWorks
SKG, Universal and Sega, including target definition, brand positioning,
creative strategy, advertising copy, media principles, etc.
. Key member of the senior staff with direct responsibility for a $15MM
marketing budget. Developed and executed long-term strategic marketing
plans for all venues.
. Selected and managed all outside agencies including advertising, public
relations, market research and varied consultants.
. Responsible for developing and advertising the company's online offering
- gameworks.com.
. Forged relationships with strategic corporate partners including Coca-
Cola, GTE and a 10 year deal with Ford Motor Company delivering a minimum
of $10 million in sponsorship and A&P.
WARNER LAMBERT, INC. - American Chicle Group (ACG)
Morris Plains, NJ Product Manager, Burst Gum
1997
KRAFT FOODS, INC. - Callard & Bowser - Suchard, Inc.
Elmsford, NY
Product Manager, Altoids Mints
1996
NESTLE USA, INC. Glendale, CA
/ Solon, OH Associate Marketing Manager, Nestle Refrigerated Cookie Dough
1995
Assistant Marketing Manager, Nestle Butterfinger
1994 - 1995
Assistant Promotion Manager, Chocolate & Confections
1993 - 1994
Sales Forecast Analyst, Chocolate & Confections
1992 - 1993
Education:
CALIFORNIA STATE UNIVERSITY, NORTHRIDGE
Northridge, CA Bachelor of Science in Business Administration
1992
Additional:
. Selected as one of the "Marketers of the Next Generation" by BRANDWEEK,
November 1996
. Languages - English (Mother tongue), Italian (Professional Proficiency)
. Enjoy travel, European football, motorcycles and auto racing
. Dual Passport Holder - US and Italy
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