Product and Marketing Manager

Daniel Silver Address: ** Ingold Dr., Dix Hills, NY 11746

347-***-****; *************@*****.***

Creative, Analytical & Results-Driven Digital Marketing Strategist Focused on Driving Sales & Engagement Through Personalized Account-Based Approaches EXPERIENCE

American Society of Mechanical Engineers (ASME), New York, NY Aug. 2019 – Present Marketing Manager, Standards & Engineering Services Direct all marketing programs across ASME’s Codes & Standards and Conformity Assessment business units, which consist of approximately two thirds of revenue for the organization. This includes the strategic planning, alignment and development of all programs with the goals, budget and forecast of each business unit and the organization. Along with the management of internal and external agencies, consultants and partners across the creation of all assets for trade shows, digital events and promotions. Within this role, I’ve worked closely with team members across both business units to: o Identify the total addressable market along with key segments across our diverse product line, gaining insight into their roles, interests and needs in order to better position our offerings and drive an increase in engagement opportunities and sales o Analyze market needs in relation to current product offerings, identifying opportunities to combine and package products into new and enhanced offerings that better serve existing clientele while supporting the needs of new markets, positioned for growth, such as additive manufacturing o Design new strategic programs to promote our codes, standards and conformity assessment programs to new and existing markets through events, digital and reseller channels, along with the development of targeted, trackable content that speaks to the interests and needs of audience members o Track, monitor, forecast and optimize the results of our campaigns, incorporating the right tools and tracking mechanisms, in order to more effectively measure results and uncover ways to optimize the impact of our campaigns, in an effort to drive greater efficiency across our spend IntegratedMarketers (IM), Dix Hills, NY Oct. 2014 – Present Senior Marketing Strategist

Work with Fortune 500 clients, including American Express Global Business Travel,Westin Hotels and other entities to develop strategic integrated marketing campaigns that drove revenue and awareness. Project managed multi-million-dollar strategic initiatives including extended reality initiatives, 3D object development, awareness and digital acquisition campaigns, content marketing strategies, branding and personalized videos, collateral development and more.

o Develop strategy, timeline and budget to meet client’s goals and ensure expectations are clear and the proper resources are available o Write and proofread positioning statements, marketing strategies, briefs, ad copy, collateral & more, in accordance with our client’s brand guidelines o Manage all quality assurance and user acceptance testing of web and interactive development projects along with their implementation and launch o Build SEO-optimized websites and landing pages using Adobe Dreamweaver, Animate and XD and edited and developed videos using Adobe Premiere Underwriters Laboratories (UL), Northbrook, IL Jun. 2017 – Mar. 2019 Content Marketing Project Manager / Senior Creative Project Manager Managed the development, implementation and launch of Underwriters Laboratories (UL) Global Content Marketing Strategy, Perspectives, through collaborative partnerships with multiple stakeholders across UL along with outside agencies and technology solution providers. This included the development of multiple assets: 3D objects, interactive sites, digital display ads, videos, landing pages, articles, white papers and more. And in parallel, I took on the role of Senior Creative Project Manager (PM) within UL’s internal agency, Creative Services, building and improving processes, managing internal clients across UL’s international business units & helping them think strategically and incorporate metrics to track performance. In both roles, I: o Built and managed multi-phase project timelines in Teamwork to keep track of and manage all tasks, responsible parties, budgets and reporting o Setup logic-based rules for scoring and grading, which fed real-time lead notifications to the appropriate contacts across UL’s many business units o Coordinated weekly review sessions with agencies, team members and responsible parties to review timelines, identify risks & determine next steps o Managed the development, launch and optimization of the Perspectives site, which included all timelines, coding, copywriting, design and more Citigroup, Long Island City, NY Aug. 2016 – Jul. 2017 Marketing Communications Project Manager

Supported digital engagement initiatives through a holistic e-mail and mobile capture strategy, utilizing personalized video and similar data-driven content. Managed, proofread, analyzed and reported on e-mail/mobile capture & personalized video campaigns. Explored emerging marketing technologies to further Citi’s connection and relationship with clients, in-turn partnering with product teams to drive opportunities through new channels. o Worked closely with Program & Product Managers to build and launch personalized one-to-one video campaigns over email o Decreased the current opt-out trajectory for deployment channels by testing creative and optimizing the messaging to deliver more relevant content o Worked on the redesign of the company’s email template, developing wireframes and prototypes in Adobe InDesign and MS PowerPoint o Developed and managed entire end-to-end personalized video projects: developing timeline, tracking and managing budget, coordinating strategic planning sessions between agency and clients, quality assurance testing, identifying/communicating key data points and trafficking for approval Starwood Hotels & Resorts, Stamford, CT Feb. 2015 – Aug. 2016 Managed Fund Project Manager

Managed a multi-year, multi-million dollar marketing budget for all of the owned and managed North American Westin Hotels & Resorts. This included, developing and implementing a process for the creation of Westin B2B Meeting Planner videos for 52 properties, B2C Property Destination videos for 20 properties, 360-degree virtual tours, customized digital content and promotions, along with room diagrams and meeting-planner collateral. o Designed, developed & delivered compelling video, collateral and digital content, by interfacing with property managers and the sales team to better understand clients and their customer journey, the current marketplace, environmental factors affecting the business and competitive offerings o Worked with 52 Owned & Managed hotels on developing content and optimizing it on CVENT’s site along with other digital channels o Strategized with Brand & Field Marketing Managers to manage the placement, optimization and accounting of all pre/post campaign results o Developed processes with accounting to track and manage expenses across 52 properties related to the planning & execution of all marketing tactics SterlingRisk, New York, NY Oct. 2013 – Oct. 2014

Vice President, Marketing Manager

Increased brand awareness and product sales for SterlingRisk, one of Business Insurance’s 100 Largest US Insurance Brokers, through the development of strategic B2B targeted integrated campaigns that ran across multiple channels including SEO, SEM, social, e-mail drip marketing campaigns, digital display, landing pages, press releases, direct mail, radio and affiliate relationships. o Increased policy sales of the company’s IncomeAssure supplemental unemployment product by 76% through targeted digital strategies & messaging o Implemented Salesforce’s Pardot marketing automation platform, which helped shorten sales cycles, by identifying interest through digital signals o Increased open and response rates through the use of targeted drip-nurturing e-mail campaigns customized from sales reps to prospects o Redesigned the company website, increasing time spent on the site by 50%, through enhanced design, search and navigation functionality Distinguished Programs, New York, NY Feb. 2011 – Oct. 2013 Marketing Manager

Increased B2B sales opportunities through the promotion of new & existing insurance programs for Distinguished Programs, a leading national insurance program manager and one of Inc. Magazine’s Top 5000 Fastest Growing Companies. Promotions included cross-channel integrated marketing campaigns that utilized print & online display ads, public relations, trade shows & events and direct marketing through traditional mail and marketing automation. o Increased B2B sales opportunities by over 15%, year-over-year, by working closely with sales to develop targeted e-mail nurturing campaigns o Modernized the Distinguished Programs’ brand, leading cross-functional teams across the entire rebranding process of all content and assets o Led the implementation of Salesforce’s Pardot marketing automation platform, working closely with IT to successfully integrate it with Salesforce, the website and other systems, while collaborating with sales to develop targeted drip-marketing campaigns towards their different audience segments o Shortened B2B sales cycles by training the sales team to identify purchase signals and cross-sell opportunities through prospect’s digital behaviors MechoSystems, Inc., Long Island City, NY Dec. 2005 – Dec. 2010 Manager of Marketing Communications

Delivered new sales opportunities through the management and execution of successful brand-leveraging campaigns for MechoSystems, a leading international manufacturer of window shading systems. Campaigns significantly increased web traffic and sales leads. And excelled in readership scores from high-profile trade magazines including Architectural Record and Interior Design. o Increased website traffic by over 60%, stimulating B2B sales, through integrated cross-channel campaigns targeting architects and designers o Wrote, designed and optimized messaging for e-mail campaigns, display ads, landing pages and digital sponsorships o Authored copy for award competition submissions for new products, resulting in over 20 prestigious industry awards in five years including Interior Design magazine’s Best of Year award, CustomRetailer’s EXC!TE award, CEPro’s BEST award & Lightfair International’s Innovation Award o Managed PR firm relationships and coordinated media interviews with company executives, leading to stories in Architectural Record, Interior Design, Environmental Design & Construction and other prominent publications that focused on our business segment Paradigm Marketing Consortium Inc., Syosset, NY Dec. 2002 – Dec. 2005 Creative Sales & Marketing Manager

Managed test-marketing events at corporate dining facilities within major corporations for CPG brands in the food service, janitorial and sanitation industries to help improve & launch new products. Wrote and designed literature and B2B targeted product promotions. Hired, trained and supervised a team of five marketing professionals to support direct-mail and test-marketing campaigns. EDUCATION

New York University, New York, NY Spring 2012 – Spring 2015 M.S.: Integrated Marketing; Concentration: Digital Marketing Ithaca College, Roy H. Park School of Communications, Ithaca, NY Fall 1998 – Spring 2002 B.S.: Communications; Minor: Psychology

SKILLS

Google Analytics; Salesforce; Pardot; Marketo; ExactTarget; Constant Contact; Vertical Response; Teamwork; WordPress; HTML; CSS; MS Access, Dynamics, Excel, PowerPoint, Word, Visio; Bright Cove; Adobe Photoshop, Illustrator, Dreamweaver, Muse, InDesign, InCopy, Captivate, Animate, Bridge; Quark

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