Sales Marketing

William S. Collins Jr.

*** ****** *****, *******, ** 07481

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

EXPERIENCE:

BC2 PARTNERS, Wyckoff, NJ April 2013-Present

Principal

Consulting to start-ups and mid-sized firms looking to build their businesses cost effectively by producing and implementing formal brand identity/development projects and cross channel marketing campaigns. Acting as both a strategist and a hands-on implementer of website redesigns, digital marketing, lead generation campaigns, including the testing and optimization at every level of the sales funnel to improve KPIs, resulting in improved ROIs.

Specializing in the design, execution, and optimization of multi-channel marketing campaigns, including content/SEO, mobile, SEM, display, social, media channels and leveraging traditional marketing channels as they fit from an ROI and strategic perspective, leveraging CMS and website analytics.

Extensive work with strategic and tactical website audits, refreshes and redesigns along with landing page, registration form development and optimization to improve yields and corresponding KPIs.

Provide fresh and contemporary perspective to clients’ efforts to improve ROI for their respective marketing and sales budgets, e.g. increasing incoming phone calls to a client by 200% after adding phone number to their website header and improving yield from lead generation form by 18% by fixing formatting issues.

Select client engagements

AIREX MARKET, NY, NY (FT Marketing Consultant) February 2016-August 2016

Worked with the executive team of this startup to build a marketing plan, including a prioritized list of short-term to long-term projects needed to jump start the business which is in the process of raising capital from outside investors.

Recommended to delay spending on marketing until the website was refreshed to be more engaging to their target audience and improve the registration and purchasing paths.

BANK LEUMI, NY, NY (FT UX/Web Analytics Consultant – 6 Month Project) May-October 2015

Responsible for domestic & international private banking and commercial banking client interfaces

Analyzed and designed client paths and reporting interfaces for aggregated client statements and online reporting for private bankers and management.

Managed the process for adding Google Analytics to the bank’s US website and utilized various reports to determine origin of client visits, importance of SEM, and the multi-language support

INTEGRA REALTY RESOURCES Inc., NY, NY (Media Planner & Web Analytics Consultant) June 2014-November 2015

Managed the planning, buying, testing and optimization of media planning, utilizing programmatic buying for all display inventory, leveraging remarketing campaigns from email drops, website visits and targeting professional and retail segments, white labeled site lists, on top of the marketing funnel.

Implemented, reported and optimized event tracking to client’s Google Analytics accounts to track user behavior for sections of websites utilizing PDFs, external links or other non-standard GA reporting.

Introduced testing programs for their marketing email and web pages, resulting in improved UX for their website, blog, and email; while managing creative development and optimization process.

GAIN CAPITAL GROUP, Bedminster, NJ and NY, NY 2005-2013

VP Marketing

Led Global Marketing Acquisition Program that drove market value of GCAP over 3x pre IPO Value in 4yrs, working through two rounds of VC funding and going through an IPO in 2010. Worked with head of sales to build the sales team from less than ten individuals to a team that peaked at over 45 salespeople and increased quality leads to support that growth by expanding Marketing scale 6x in first five years.

Supported institutional sales team with SEO, SEM; lead generation programs along with providing sales collateral materials to support global presence at trade shows, client visits, events and dinners.

Built Marketing team from two to eight and hired several agencies to manage budget and improve ROI by leveraging internal and external creative resources to produce synergistic cross channel ad campaigns.

Produced strategic plan that helped drive GAIN to a Deloitte “Fastest Growing Firm Award,” recognizing revenue growth for GAIN of 305% over five years. Lead the redesign of the FOREX.com Website, implementing website trading, creating new lead generation funnel and integrated with sales via Salesforce.com.

THESTREET.com, NY, NY 2003-2005

VP Business/Product Development & VP Client Acquisition

Increased sales of primary subscription service by over 25% by implementing first ad campaign for an individual product in firm’s history; managed testing program for all forms, applications and landing pages.

Served as key member of executive team, setting company’s strategic direction; initiated customer research that drove new premium newsletters; restructured products and marketing resources to align with demand.

Created and sold US market coverage to E*TRADE, generating $500k with nearly zero marginal cost.

Increased ad revenue 20% by redesigning TSC website utilizing internal resources and customer research

Negotiated and expanded distribution agreements with Yahoo, MSN, AOL; fueling 50%+ of TSC revenue.

Teamed with internal creative group to produce award-winning ads, landing pages and marketing funnels that increased lead generation and increased yield by integrating structured marketing and sales conversion funnels

TD AMERITRADE (formerly TD Waterhouse), NY, NY 2000-2003

FVP Client Acquisition (2001-2003)

Promoted to manage online marketing team of six. Owned prospecting, media planning/buying and campaign optimization, along with external cross-product-marketing along with creative development and optimization.

Implemented cost and ROI metrics for each campaign and media by designing and implementing the company’s first Lead/Account Tracking System that tied predictive and actual profitability figures to accounts to generate a quality score.

Streamlined and improved online-account application user experience (UX), increasing yield 17%.

FVP Website Management, NY, NY 2000 – 2001

Product Manager for Active Trader Segment, the most valuable customer segment, managing financial analysis, client and competitive research, product development, rollouts, and communications.

Owned website homepage, merchandizing various products throughout the year based on seasonality, market movements, and ROI. Worked closely with all Project Managers to schedule and measure performance of placements and promotions to optimize valuable real estate for our 5+ million customers. Designed and managed rollout of the first customer-segmented product, TDW Active Traders, which targeted the company’s most profitable customers.

ETRADE (formerly DLJdirect), Jersey City, NJ 1997-2000

VP Online Marketing/Content Management

Negotiated and managed 2yr mission-critical relationship with AOL along with agreements with Microsoft, Intuit, and Yahoo; all enterprise level agreements that drove 90% of new retail business. Owned relationships with quote/news feeds from Dow Jones, Reuters, etc. and worked on UI/UX Team for platforms and website integration.

PERSHING/PERSHING TRADING COMPANY, Jersey City, NJ 1992-1997

AVP OTC Equity Trader

Two-year corporate training program, OTC agency trader, project manager, order flow and cost management analyst

EDUCATION:

NEW YORK UNIVERSITY, NY, NY 1999

MBA, Marketing and Finance

FAIRLEIGH DICKINSON UNIVERSITY, Hackensack, NJ 1990

BS, Business Management

GPA in Major 3.8

KNOWLEDGEBASE:

Google Analytics, Google AdWords, Facebook, MSFT Office, Salesforce, WordPress, LinkedIn, Optimizely…

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