Marketing Sales

Michael Scansaroli

SENIOR MARKETING EXECUTIVE

**** ******** *** ***** *******, FL 33071 954-***-**** ***********@*****.***

Multifaceted executive with 15+ years of experience developing cutting-edge, metrics-driven marketing programs, across multiple verticals and industries, leveraging proficiency with a broad array of online marketing methodologies, including SEO, SEM, PPC, email, e-commerce, social media, and website design. Hands-on P&L leader with time-tested performance managing cross-functional and department teams both directly and remotely. Highly analytical strategist adept at breaking down data, identifying trends and opportunities, and facilitating decisions based on fact. Influential communicator with a talent for connecting with individuals across all functions and organizational levels. Selected career accomplishments include:

Business Startup, Development & Growth: Built a specialized marketing consulting business that has developed multi-million online campaigns for clients, across multiple verticals, which have delivered revenue increases of up to 75%, conversion increases of up to 110%, and profitability improvements of up to 37%.

New Product Development: Developed new lead generation product for several colleges at Zeta Interactive, which increased revenue by $1M+, achieving positive performance within 2 months.

Online Marketing: Created and managed the entire PPC marketing effort for Straat Investments; launched paid search leg of the business, generating $100,000 in sales within 3 months after launch.

Revenue Growth: Drove a 130% increase in revenue over a 5-year period at Education Dynamics, achieving constant growth in a shrinking market and struggling economy. This included running one of the only successful Television campaigns

Competencies that Drive a Competitive Advantage

• P&L / Budget Management

• Analytical

• Team Building, Development & Leadership

• e-commerce

• Product Development & Lifecycle Management

• Cross-Functional Management

• Market Trend & Competitor Analysis

• Online Platform Development

• Direct, Digital & Social Media Marketing

• Business Process Optimization

• Affiliate Development & Management

• Large Scale TV & Radio Campaigns

• Branding Development

• Multistate & Remote Team Management

A Career of Transforming Challenges into Focused Growth Solutions

DRAGON FIRE MARKETING CONSULTANTS, Coral Springs, FL 2015 to Present

Consultancy that helps small, medium, and large businesses establish an online presence for their products and services.

Founder & President / Chief Consultant – Consult with businesses, across multiple verticals, in building an online presence to sell their products and services, as well as helping businesses with an existing online presence gain traction where needed.

• Drove a 75% increase in revenue within one year for a “local only” sporting goods store, designing the entire marketing strategy for selling products online.

• Delivered a 37% increase in quality for a lead delivery provider, while maintaining existing volume and margin, through implementation of a new logic system.

• Generated a 110% increase in conversion rates for a current client by redesigning forms, originally designed for the web, into a mobile-only format.

• Built-out paid search campaigns for a client, which improved their margins by 32% in just 6 months.

ZETA INTERACTIVE, New York, NY 2014 to 2015

A customer lifecycle marketing company employing big data, social media, search, and mobile solutions to help leading brands acquire, grow, and retain customers.

Executive Vice President / Senior Product Manager – Recruited by the President of Education to develop a new lead generation product for colleges to complement the company’s current education business. Developed a new technology, conducted market research and analysis, prepared reports and documentation, and oversaw operational processes. Led cross-functional teams through all phases of product lifecycles, ensuring timely, cost-effective delivery. Worked closely with technology, business development, and operations through the SCRUM process. Managed 2 direct reports.

• Designed and launched new lead matching system for enhancing client business processes, which increased revenue by $1M+ and achieved positive performance results within 2 months of launch.

• Improved efficiency and productivity by identifying/analyzing deficiencies and implementing solutions for optimizing business processes.

• Led development of a variety of products and solutions, including website design, form flow, a new matching engine algorithm, and quality measurement methods and reports.

EDUCATION DYNAMICS, Boca Raton, FL 2008 to 2013

A leading provider of cutting-edge higher education marketing services and sophisticated data analytics enabling clients to identify quality student prospects for meeting their enrollment needs.

Vice President, Digital Marketing – Designed new marketing strategies to improve brand recognition, conversion, and profitability. Led and directed cross-discipline teams across 3 states and multiple functions, in addition to managing a department team of 20 marketing, operational, and technical experts and an annual budget of $40M.

• Consistently exceeded organizational goals, achieving constant growth in a shrinking market and difficult economy where competitors experienced drops in revenue as high as 40%.

• Increased revenue by 130% over 5-year tenure, with a spend of $50M per year.

• Worked with stakeholders across business units, ranging from Board Members to Graphic Artists, to ensure accurate project messaging and on-time completion.

STRAAT INVESTMENTS, Miami, FL 2007 to 2008

An investment company run focused on real and virtual properties, which entered the online world in 2005 through acquisition and development of premium Internet domains and destination websites.

Search Engine Marketing Director – Designed, built, and managed the company’s hotel booking affiliate business, comprised of a database of relationships with 70,000+ hotels around the world. Built customized analysis and reporting tools to improve team synergy, in addition to managing communications and contracts with all of the major search engines, including Google, Yahoo, MSN, and Miva.

• Launched paid search leg of program, achieving $100,000 per month in sales revenue 3 months after launch.

• Improved customer ROI 40% through changes to landing pages, based on observation and analysis, which included additional content and enhancement to various on-page elements.

WORLD AVENUE, Boca Raton, FL 2006 to 2007

A leading provider of performance-based interactive marketing solutions for enabling clients to generate leads, acquire new customers, and gain a competitive edge.

Search Engine Marketing Manager – Created and managed Internet ad campaigns and promotions for companies across multiple verticals in an agency environment. Researched and promoted client offers on tier-1 and 2 search engines. Managed $250K in monthly ad spend on PPC, banner ads, and multiple affiliate agreements. Led team of 5-10 promoters.

• Maintained 35% profit margins through development of daily reports, database analytics, optimization, and creative promotions.

• Contributed to a 25% lift in overall performance across the sector through institution of new reports and analyses that enhanced performance visibility for others.

• Continually sought new ways to optimize general work flow and campaign performance through ongoing consultation with sales, management, and tech support team.

ISLAND SCUBA CORPORATION, Sunrise, FL 2000 to 2006

One of the original online marketers of scuba diving equipment.

Director of Online Marketing – Developed and managed the marketing strategy for driving online sales, with a primary focus on marketing and positioning with major search engines, including Google, Yahoo, MSN, Overture, and Looksmart. Held full accountability for back-end web design and development, as well as serving as liaison between vendors, manufacturers, and customers.

• Launched and maintained the entire e-commerce platform, resulting in $1M+ first year sales for this 2-person operation.

• Optimized customer satisfaction by providing pre-sale and post-sale support both by telephone and in person.

• Conducted real-time historical campaign analysis to maximize results of online campaigns.

MOTOROLA INC., Sunrise, FL 1992 to 2002

A leading global provider of integrated customer solutions in communications and embedded electronics.

North American Quality Control Manager – Monitored and reported customer quality activity for the North America customer base, ensuring that proper attention was dedicated to customers with technical issues. Assisted with product development and troubleshooting, interfacing closely with dealers, customers, marketing, and development engineering. Acted as liaison between the company and vendor representatives.

• Contributed to a 37% drop in dealer wait times by creating new analysis tools that improved visibility through proper reporting and accuracy.

• Triaged and prioritized incoming technical issues, which significantly improved engineering capabilities in fixing technical problems.

Education

Bachelor of Science, Business Management – Nova Southeastern University

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