Social Media Product Manager

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MARTIN COLLINS

St Augustine, FL Phone: 520-***-**** Email: ******.*******@*******.***

KEY STRENGTHS

• Solid online and mobile experience in product and project management, sales, strategy, online marketing, build, integration and social media.

• Senior level Product Manager.

• Real, practiced stakeholder management experience up to C-suite

• Strategic online and offline marketing experience in financial services, media and telecommunications.

• Ability to analyse, innovate and solve critical issues coupled with strong commercial abilities.

• Effective leadership skills, dedicated commitment to task and job completion, working within time constraints.

• Strong and established business management, financial management, business analysis and contract negotiation skills.

• Extensive SEO/SEM experience. Strong analytics experience.

• Experienced in online research, user testing, UX, IA, design, use cases, storyboards

• Skilled in both the Agile software development and Waterfall approaches.

• Understanding and worked with: HTML, XML, Javascript, Visual Basic macros, SQK queries Flash, CSS, ASP, .NET, Java, PHP for the development of Web sites, Web applications, Mobile and Portal projects, database development/maintenance and server technologies.

• Well versed in all the usual MS products plus GA (and other products), SharePoint, Jira, Basecamp, Balsamiq, Brightcove and others.

• CMS development experience with Drupal, Kentico, OpenText, Joomla, Wordpress and others.

• Enterprise software and integration experience within Local Government 2

EMPLOYMENT HISTORY

US SALES MANAGER NOV 2021 – APR 2023

Weatherzone/DTN (remote)

Role

To develop the North American market for a specific mining weather product, tailored to each mine site for real time lightning alerts and storm tracking. Responsibilities

• To identify large mining operations in North America that would benefit from the bespoke weather mining product.

Key Achievements

Implemented to mine sites with long term contracts across US and Canada with upgrades to hardware; site specific; blast models, dispersion forecasts and real time lighting strike data to within 100 meters of anywhere on the mine site; allowing site workers time to leave the mine safely prior to significant storm activity. FINANCIAL SYSTEMS ANALYST NOV 2016 - 2021

City of Flagstaff, AZ

Role

Maintain and enhance the enterprise systems for the City and identify areas of upgrade and lead implementation.

Responsibilities

• Provide excellent customer service to both internal and external customers.

• Perform needs analysis to define opportunities for new or improved business process solutions.

• Map business practices by delving into the detail of Management Services work programs to determine if efficiencies can be obtained through either a change in existing work program or by implementing a technological solution.

• Advise and lead Management Services and IT staff on implementing new business processes.

• Serve as primary representative for software implementation for Management Services including leading the team effort within the division associated with mapping, testing, coordinating, and implementing software solutions.

• Create reports from various software applications, standardizing reports for general usage, and analyse of data.

• Maintain individual and group security for multiple applications that are managed by Management Services.

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Key Achievements

• Changed payment gateways and lead the software implementation

• Supported all City departments with any digital/software issues related to the Enterprise systems

• Supported the ‘old’ AS400 systems IT could not

• Created new XML formats for new billing outputs to all customers via Infosend and lead implantation, including new SFTP gateway, testing, process mapping and bug fixes

• Created custom SQL exports/inputs to fix long term Enterprise issues including major security flaws

• Part of the small implementation team swapping out Paymentus for Point and Pay as the payment gateway

• Replaced and coded all new receipt printers to work with Point and Pay for Customer Service and other City departments

• Developed and coded a standalone Customer Kiosk, so customers could self-serve bill payments and access City information

• Implemented major software changes that allowed billing changes to include environmental charges and any other future upgrades

• Coded macros for the City’s recreation 3rd party software, so Management Services could input the data into the Enterprise Systems

• Part of the implementation team that developed new Fleet Management software to work within the Enterprise architecture

• Documented and trained the end of year 1099 extraction/printing process for anyone in Finance to use

SENIOR PRODUCT MANAGER JAN 2013 - JUL 2015

NRMA (National Roads & Motoring Association - NSW)

[Australia’s largest Member motoring association]

Role

To lead the product development, market entry and ongoing commercialization of new products and services for the NRMA’s 2.4 million Members. My principal accountabilities are product development, project management, relationship management, to define ‘go to market’ strategies, manage financial performance, budgets and risk management. Responsibilities

Develop analysis of current and emerging trends to ensure products are relevant, sustainable and Member centric

Creative development of product features/ benefits and value propositions and entry to market strategy

Market research and analysis including support with market segmentation, product positioning and promotion

Define the scope and the value proposition

Identify and recommend strategic partners and key suppliers; and negotiate terms

Define the Membership model

Own the KPIs and financial model

Develop the vision and user experience, and map to customer, brand and commercial objectives

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Develop the business case, brand proposition and execution

Develop the Implementation and execution of projects plan on time and on budget

Galvanize teams across the business build and maintain relationships with internal and external stakeholders (including motoring clubs, suppliers, key relevant business units)

Build and maintain Government liaisons

Stakeholder engagement

Launch business and communications strategy

Development of business models for products and services

Identify additional revenue streams

Manage project budgets

Identify risks relating to warranties, indemnities, products terms and conditions

Competitive threat analysis and strategy

Key Achievements

Led the development of business requirements for a new online initiative that addressed the needs of 1.6 million of NRMA Members 45+ years old

Product led a diverse development team across the business of over 30 people

Managed multiple stakeholders, both internally and externally

Led the development of the full functional requirements, wireframes, brand and design elements

Managed the complex build process across the business over 12 months

Led the audience testing and site iterations to the final production version

Developed third party content production capability in conjunction with the in-house Editor

Launched the online product to market with highly effective cost efficient PR and media campaigns

Managed six new revenue streams and the sales funnels

Doubled annual budgeted traffic figures within 6 months

Kept the project under budget and in line with year 1 launch expectations

Led the creation of new revenue based products outside of the business plan that have enhanced the Member offering and increased revenue projections for year 1 onwards 5

Contract Roles JAN 2012 - DEC 2012

SENIOR ‘AGILE’ PROJECT MANAGER

Sitback (Agency)

A short-term contract that arose because of a spike in two projects with very tight deadlines. My role was to oversee these major new project works and get them into the development cycle. SENIOR ‘AGILE’ PROJECT MANAGER

Tongue (Agency)

A temporary contract role to fill in for the project manager on personal leave. This project had a six- week development cycle to create a working prototype of an app for a new start up business. SENIOR PROJECT MANAGER

HotHouse Interactive (Agency)

I was tasked with embracing an array of unfinished and unstarted projects that were of strategic importance to the company. These were all for their largest client, Toyota and had pressing constraints of time and budget. I managed these many projects to fruition, freeing the backlog of critical development work.

DIGITAL MEDIA MANAGER (PRODUCT MANAGER) SEP 2008 - DEC 2011 XYZ Networks - The Weather Channel

Role

My primary role was to build a digital culture within an organisation that had not yet embraced this.

I had to grow from the ground up, a passion and ‘want’ for all things digital and excite this vision not only to the forty odd staff members, but to the General Manager and primarily, to the CEO.

My number one success was having delivered this.

The channel is now completely immersed in the benefits (and challenges) of the Digital landscape.

Responsibilities

The overall objective of the role was to develop, manage and implement new media applications to build the subscription channel brand in order to generate more revenue and subscribers.

Senior project management lead

Creation of strategic path for all online properties

Create a new business model for online that generates positive revenue 6

Manage all third party relationships

Foster and maintain interactive knowledge and industry trends

To lead and implement all creative strategies and tactical planning

Training of internal staff

Maintain and develop team leadership within our team and the wider XYZ

Manage all online budgets and resource management

Manage all legal aspects of the website

Implement reporting measurement processes

Oversee content generation and management

Create and execute business development initiatives Key Achievements

Led a team to redevelop and deploy a new weather website, mobile sites and database within budget ($2.6 M)

Undertook detailed competitor analysis

Led extensive consumer research (both qualitative and quantitative)

Formulated website, commercial and ‘future proofing’ strategies

Redeveloped database

Implemented CMS

Managed all online budgets and improved efficiencies and wastage

Managed all third party relationships successfully

Managed CEO expectations and outcomes

Increased website traffic by 400%

Developed new mobile applications

Managed and delivered advertising revenue increase to the platform

Created and executed marketing plans for the launch and ongoing for the site

Developed and deployed all social media strategies

Developed and managed all SEO/SEM campaigns

Site awards:

2011 ASTRA Industry Excellence Awards Finalist for Most Outstanding Use of Technology

(weatherchannel.com.au)

2010 Silver Promax Award for Best Use of Technology (weatherchannel.com.au)

2010 Kentico site of the year for Best Integration (weatherchannel.com.au) 7

PRODUCT/PROJECT MANAGER & SALES DIRECTOR MAY 2004 - AUG 2008 The Weather Company/Weatherzone

Role

When I came on board at The Weather Company it was a business that had gained all the major business it could in its vertical; that being, the free to air television stations. The Weather Co. supplied data and graphics to the stations to run their weather broadcasts. I was employed to originate and then develop an online and mobile weather business; selling and project managing all clients to implementation. My major success over the four years has been to develop a market that previously did not exist and carve out a successful business franchise that has grown from strength to acquisition by Fairfax and then DTN.

Every weather portal currently in the Australian online marketplace today I have initiated and built.

I also developed a strong ongoing revenue stream around weather data syndication. Responsibilities

Project management lead and rebuilding of the company’s major online asset - weatherzone.com.au

Develop new strategies for positioning weather as priority content in 3rd party sites

Sales and Marketing lead for The Weather Company

» Responsible for the delivery of all advertising revenue

» Enhancing and growing website subscription revenue

» Development and delivery of weather data syndication as a new revenue line Key Achievements

Growth of online data syndication to become the dominant supplier of third party weather data in Australia.

Attainment of major blue chip clients, contracted to receive ongoing weather services

Created all Information Architecture for mobile and online

Project managed the build of all third party weather sites. The Weather Co was acquired by Fairfax Pty Ltd in 2008 on the strength of its growth and solid revenues and since by DTN, a worldwide weather company. 8

REFERENCES

On request

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