Director, Digital Strategy

Michael J. Salerno

*** ***** **** **, ********, FL 32779

Phone: 646-***-**** E-Mail: ****.*.*******@*****.*** Michael J. Salerno

Experience

Director, Digital Strategy, Baseball America 1/2019 – 3/2020

—Oversee membership acquisition strategy for premium content on BaseballAmerica.com

—Manage weekly calls with developers to prioritize new features, enhancements for website

—Discuss and manage potential partnership opportunities with external companies

—Organize subscriber data from multiple sources, (website, physical magazine, third-party)

—Analyze third-party vendor relationships, cut unnecessary/unprofitable expenditures

—Manage UI design, implementation of Baseball America mobile app 2.0 (launched 7/2019) Sr. Product Manager (Contract), Realtime Games 11/2018 – 5/2019

—Consulting on monetization features for London-based Ultimate Fan Live real-time fantasy soccer game for Q2 2019

—Collaborate with small team of developers, UX designers, and content creators in agile GAAS environment to create new features aimed at improving new user retention, engagement and monetization

—Create high-concept documents, visuals and wireframes for features to illustrate how features will work within game’s core loop to earn buy-in from other team members

—Implementation of feature design documents and tasks in Confluence and JIRA

—Assume economic responsibilities for new currencies to be introduced, as well as user level progress over game sessions and time

Sr. Game Product Manager, Electronic Arts 7/2017 – 12/2018

—Lead Product Manager for NBA Live Mobile, guiding team of 15 live content creators, artists and PMs in agile GAAS environment to continually optimize live services

—Helped generate over $50 million in in-app purchase net sales

—Partner with game designers to help write user stories for feature and telemetry development in Confluence

—Manage potential B2B partnership opportunities with external vendors to increase game revenue

—Analyze KPIs using tools such as Tableau to identify inefficiencies in daily live content services

—Work with engineers and developers in multiple locations (Romania, Japan, China) to ensure Confluence documents are translated effectively to JIRA tasks

—Generate and execute spender re-engagement plan that resulted in over $50k uptick in daily revenue in first attempt

—Create and maintain content calendar and roadmap based on analytics tools created to identify gaps in card release cadence based on numerous attributes (Player Name, OVR, Team, Position, Play Style)

—Assist live operations in reacting quickly and effectively with timely content as real-world environment avails (LeBron James free agency, NBA Finals, All-Star Game Player Draft) Michael J. Salerno

—Communicate state of the business, performance against annual, quarterly, weekly revenue plans to key stakeholders, including executive team, on a weekly basis Mobile Games Producer, The Topps Company 11/2013 - 4/2017

—Lead Game Producer for Topps NHL SKATE and Topps BUNT, as well as contributions to launches of Star Wars Card Trader, The Walking Dead: Card Trader, Topps UFC KNOCKOUT, Topps WWE Slam, Topps KICK and Topps HUDDLE digital trading card games.

—Generated over $35 million in in-app purchase gross sales, according to AppFigures.com

—Managed BUNT from 2014-16, the highest-grossing, officially licensed sports app or game in the US from May to August ($0.25 ARPDAU), outpacing comparable titles from Electronic Arts, such as Madden NFL 15 and FIFA 15.

—Created and oversaw new user retention plan for post-onboarding that included content offers and educational push notifications/news articles, saw D7 retention improve from 11% to 16%

—Collaborate with analysts daily to create sales strategies and produce live content on a daily basis to continue to keep users engaged. Several new cards released every day in all eight games.

—Determine themes/elements for card sets, select player lists, provide images to design team for completion

—Provide support/community management through numerous means (social media, email, help desk)

—Train others specifically regarding best practices for in-game marketing, new user retention and new payer conversion

Statistics Analyst, ESPN 08/2012 -10/2013

—Contributed stats and analysis packets to multiple in-house departments such as Sportscenter highlight panels, bottom line ticker, ESPN.com, ESPN app

—Logged play-by-play and stats for live games for 2012 and 2013 NCAA basketball and football seasons

—Analyzed game film from NHL and NCAA football games that aided story ideas to ESPN Insider and ESPN the Magazine.

Education

Hofstra University 09/2006-05/2010

Bachelor of Arts in Journalism

Major: Journalism Minor: American Studies

Skills

—Can analyze statistics to pick out trends, identify successes/failures in live content sales strategy

—Experienced with creating data visualization charts in Tableau, Microsoft Excel & Google Sheets

—Proficient in JIRA/Confluence for use with organizing engineering tasks in a timely fashion

—Proficient in Adobe and Microsoft Office suites

—Well trained in customer service techniques, community management

—Extremely experienced with social media platforms (YouTube, Facebook, Twitter) Michael J. Salerno

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