GARY S. ROSENTHAL

301-***-**** adjeka@r.postjobfree.com

***** ***** **** ****, ***** Potomac Md., 20878

MARKETING AND COMMUNICATIONS

STRATEGY PRODUCTION MANAGEMENT ANALYSIS

More than 20 years of marketing and communications experience make me an expert in merging traditional media with modern digital strategies. With clients ranging from pharmaceutical, medical, and biotechnology to high technology, non-profit, Federal and military, I create campaigns, workflows, and integrated systems that guide the user experience across audio, video, print, web, mobile, display, interactive, event, social media, and content marketing. Focusing on the big picture I develop strategy, budgets and front-end metrics that define goals, giving my projects integrity with hands-on tactical execution and delivering in-depth analysis, forecasting and proving ROI. As an Associate Professor at The George Washington University and as patient education and physician curriculum developer for Bayer, Merck, Glaxo and the American Association of Laboratory Animal Sciences, I honed my skills in developing targeted content that can explain simply, even the most complex subjects. My diverse background includes work as an analyst, consultant, trainer, producer and project manager for AstraZeneca, Department of Defense (DOD), Defense Logistics Agency (DLA), Federal Emergency Management Association (FEMA), the Food and Drug Administration (FDA), and the National Cancer Institute (NCI). CORE COMPETENCIES

Leadership, Team Building,

Mentoring, Consulting

Digital Advertising

SEO / SEM / PPC / Social

Communications, Data &

Marketing Strategy

AI, CRM, Google 360 &

Adobe Cloud Integration

Directing, Producing,

Project Management

Omnichannel Marketing

Agile Methodology

Workflow Design,

Process Automation

Metrics & Analytics

P&L / ROI Responsibility

Reporting, Presentations,

Client Relations

PROFESSIONAL OVERVIEW

AstraZeneca (Ciber Contractor), Gaithersburg, MD

Strategist, Analyst, Adobe Marketing Cloud SME

June 2018 - Present

AstraZeneca is a global, science-led biopharmaceutical business whose innovative medicines are used by millions of patients worldwide. In this role I served both US and Global markets for the Oncology Business Unit (OBU) and the Biologics Business Unit (BBU).

• Adobe Marketing Cloud Architect - data capture, validation, and visualization

• Analytics Subject Matter Expert (SME) delivered in-depth, ad hock and automated reporting

• Presented training and analytics reports to leadership, stakeholders and agencies

• Contributed to omnichannel marketing cross-functional teams with digital strategy, analytic and data platform technology consulting

• Collaborated with Objectives & Key Results (OKR) team leaders to identify data sources, understand goals, and provide actionable insights to improve the development and delivery of content and user experience

• Applied Agile methodology and led Scrum meetings as part of tagging implementations, marketing campaigns and digital journey development

• Designed milestone analysis, strategy & benchmarks to inform decisions across cross- functional teams’ digital strategy customers

• Contributed to the development of Project Management related SOPs, Work Process Instruction documents and supporting materials

• Monitored current marketing trends, new technology solutions, and competitive strategies and translated them into stakeholder strategy

National Cancer Institute Center for Bio Informatics and Information Technology

(NetImpact Contractor), Gaithersburg, MD

Strategist, Analyst, Systems Architect, Project Manager November 2017 – May 2018

The National Cancer Institute (NCI) Center for Bio Informatics and Information Technology

(CBIIT) accelerates cancer research by empowering scientists and clinicians with the data and tools they need to drive their research. CBIIT partners with NCI programs and cancer researchers to meet their informatics, data, and information technology needs. For me this engagement was primarily as an automated workflow and data platform systems consultant.

• Managed and mentored a team of communications consultants

• Developed strategy and automated workflow for metadata tagging of videos and still images to achieve ADA 508 compliance and improved SEO visibility of multi-media content

• Project lead for NCI/CBIIT’s Wrike project management software initiative, building project structure, workflow, and establishing metric data capture points for reporting and analysis

• Identified and diagnosed technical, architectural, and competitive solutions ensuring that these could be implemented and actioned on at enterprise scale

• Conducted customer journey strategy analysis and development with A/B testing

• Duties included conducting meetings and creating monthly reports for senior leadership Conduuit, LLC., Reston, VA

Vice President Sales, Strategy & Business Development December 2016 – October 2017

Conduuit is an online collaboration and job placement agency that offers contingent labor staffing services. During the company’s initial startup phase, I worked directly with Conduuit’s board of directors, developing and analyzing the strategies, communications practices and identifying the marketing needs for success in growth, revenue, and customer satisfaction.

• Collaborated with investor advisory board and founders to translate vision into sales strategy

• Developed a national Agents of Change (AoC) program with over 60 agents in 25 states and supported this team with weekly meetings and webinars

• Established and oversaw the Lone-Eagle (contingent labor force) recruitment strategy bringing in over 5,000 members in its first 60 days

• Produced internal and external newsletters, and social media communications content

• Analyzed market segmentation for customer verticals and tested based on price point/demographics to create offers for multiple CRM streams

• Tracked and communicated project status, plans, issues, timelines, action items, and budgets with offshore development team

• Supported Technology in the selection, design, testing and deployment of new business processes, data and document management systems

LeapFrog Solutions, Oakton, VA

Director of Digital Strategy

October 2015 - November 2016

LeapFrog Solutions (LFS) is a strategic marketing communications firm that specializes in messaging, outreach, education and program management for government, commercial and nonprofit clients. Leading LFS’s digital expansion and providing strategic direction in the creation and execution of both internal and client marketing and communications initiatives, campaigns and programs, I developed presentations, website data architecture, online content, social media, and off/online omnichannel communications.

• Led cross-functional teams across digital strategy, analytic consulting and technology

• Developed internal oversight, education and thought leadership surrounding the marketing technology strategy, marketing automation and digital transformation

• Evolved and implemented strategies to improve customer and prospect conversions while gathering metric data to integrate with CRM and marketing automation systems

• Conducted and reported detailed analysis for interactive vehicles, including web sites, emails, social networking communities and customer affinity initiatives

• Identified, negotiated and managed internal and external resources, including agency partnerships, media buys, and PPC/SEM initiatives

• Delivered reports and insights quantifying the performance of digital activity including, architecture and data strategy, site experience optimization, customer analytics, marketing measurement, and reporting business intelligence

• Developed and implemented social media strategies to increase visibility and traffic across all targeted platforms

• Measured and reported the impact of all omnichannel campaigns against marketing goals

• Evolved LFS use of data science including predictive models to enhance strategy and tactical execution of clients’ digital business needs

Aqua-Pharm, Bethesda, MD

Vice President & Chief Marketing Officer

September 2010 - December 2015

Aqua-Pharm serves the biomedical research industry, aquaculture, and consumer pet trade needs for housing, husbandry and care. Offering research grade food, pharmaceuticals, and specialty care products for fish, amphibian and invertebrate aquatic species. After 18 years of marketing and consulting in the animal research industry, I took on the unique challenge of turning around a failing division and creating new markets for this long time client. Study of this niche market’s metrics and purchasing traffic allowed me to target other product verticals and diversify further by bringing medications, live animals and other research grade products to the consumer. After turning the business around I helped guide the sale of Aqua- Pharm which is now an aquaria product distribution channel for Cargill, Inc., a privately held, global agricultural corporation with annual gross revenue in excess of $120 billion USD.

• Established new B2B marketing channels for BioMedical research adding key accounts including the National Institutes of Health, Maryland Department of Natural Resources, Charles River Laboratories and The Smithsonian Institutes National Zoo/National Aquarium

• Expanded into B2C verticals and started an events based grass roots marketing program targeted at aquaria hobbyist and ornamental fish breeders

• Built a loyal web ordering customer base through social media and digital advertising with a reoccurring order customer data base of over 30,000 people.

• Reached a higher economy of scale in production and lowered costs in packaging and fulfillment

• Established a national distribution network offering Aqua-Pharm products to over 700 brick and mortar fish and pet shops

• During my tenure:

• Product distribution was up over 600%

• Gross revenue was up over 500%

• Net profitability was up over 300%

• Went from $400K in annual loss to $2.8Mil in profit

• Sold company for over 4X earnings

O-Zone, Inc., Gaithersburg, MD

Marketing and Communications Consultant, Strategist, Producer, and Analyst 1986 - 2010

O-Zone specialized in media strategy, content creation, media placement as well as metrics and analytics. Through O-Zone, I offered B2B and B2C media production and project management including brand, social, direct, event marketing, public relations, crisis management, and Federal and military consulting. My credits include broadcast productions, TV and radio commercials, documentaries, kiosks, websites, interactive media and educational and training programs. As President and Owner with P&L responsibility, I positioned O-Zone to offer services from script to screen, or to augment a clients’ capabilities by contributing specialists to their in-house team, assembling and managing groups ranging from five people to more than 5,000.

• Developed kiosk systems for businesses, museums and Federal agency use, including the Smithsonian, the Pentagon, NIH and AT&T

• Developed AOL streaming video web strategy and oversaw population of all initial content

• Worked with Discovery Communications to create an online system for reviewing and requesting media for production content

• Worked with AVID, Pentagon, DOD, Senate and the Department of Homeland Security to create proprietary systems for editing, transmitting, viewing and tracking of video content

• Performed crisis management consulting to the Federal government following the 9/11 terrorist attacks and helped to establish policy for handling media issues

• Developed K-12 curriculum and childhood cancer education products under NIH and NIMH grants with ADA section 508 compliance

• Agency of record for BioMedic Corporation for 18 years, helping them grow from 8 million dollars a year in revenue to over 40 million

The George Washington University, Washington, DC

Associate Professor

1994 - 2003

The George Washington University is a highly regarded private research university in the nation's capital. As an Associate Professor for the Center for Professional Development I developed and taught graduate level and continuing education courses in digital audio, nonlinear video editing, web, interactive media authoring as well as project and production management.

• Developed lecture series and classroom lab programs for the center for professional development

• Created specialized programs for foreign and US government agencies

• Pioneered the schools transformation from traditional to digital media programs Compression Works, Bethesda MD

Vice President of Marketing and Founding Partner

1998 – 2001

Compression Works was a service bureau dedicated to high quality conversion of analog audio and video materials for distribution as digital media. Roles included developing marketing programs, sales channels, collateral, and services contracts as well as working with industry leaders in the research and development of Codec standards. Clients included The Holocaust Museum, AOL, DOD, FEMA and many others. This company was sold to Vital Stream in 2000 and is now part of Kodak.

• Developed open source and proprietary delivery software for internet-based streaming

• Developed custom Metadata tag system to allow tracking of viral content

• Roles included working with industry leaders in software development in the research and development of Fractal Codec (compression/decompression) algorithms Image Communications, Tysons Corner, VA

Vice President of Video Production Services

1992 – 1994

Producing print, video, animation and event programs for marketing and education, Image Communications served a diverse range of pharmaceutical and telecom clients including: Roche, Novartis, Pfizer, MCI and AOL. I was responsible for overseeing all areas of production for audio, video, animation, computer graphics, and multi-media, including P&L responsibility for budgeting, staff and freelance management. I helped guide the purchase of the company by iXL and the integration of my department to the new parent corporation.

• Managed technology implementations such as video cameras, lighting and sound gear, AVID video editing systems and 3-D animation hardware and software

• Worked across multi-disciplinary teams including design, editorial, development, and presentation

• Conducted strategic review/input sessions with Client Marketing management to discuss marketing communications plans, review objectives and strategies, and determine insights needs

• Hired, managed and developed staff and freelance team responsible for all aspects of pre, post and presentation of media production

• Responsible for budgeting, management and P&L/ROI revenue and reporting Viacom, New York, NY

Producer and Editor

1988– 1992

Viacom Inc. (an acronym of Video & Audio Communications), is an American multinational mass media conglomerate with interests primarily in film and television. I was responsible for a diverse range of productions, especially budgeting and overseeing large scale broadcast promotion packages.

• Produced short form promotional packages for Nickelodeon

• Produced long form artist interview/biography pieces for MTV and VH1

• Developed PSA campaigns including "World Alert" a rebranding of Green Peace through a collaboration with VH1 and celebrity personalities, and the 1992 Peabody award winning

“Choose or Lose” campaign for MTV networks

• Segment editor/producer for the 1989 Peabody award winning show Decade Speaker, Lecture, Consultant, Expert Witness

1988-Present

I provide consulting services to individuals, organizations, Federal agencies, attorneys and lobby interest groups. Key clients and projects have included the following:

• 1989 - 2017: College level and industry lectures on media production and interactive and AI technologies, as well as Big Data mining and predictive analytics

• 2009: Speaker at Joint Civilian Orientation Conference on media coverage of the Military

• 2001 - 2005: Technical video consultant to FEMA & The US Department of State

• 1999 to 2006: Board Member of the Education committee of the Montgomery County Chamber Workforce Corporation

• 1998 - 1999: Development of curriculum for training Physicians (CME Credit courses) to use the Internet as a research tool for the American Academy of Asthma, Allergy and Immunology

• 1993 - 1999 CME lectures for Physicians using database technology for research-tracking and combining computer and video technology as a research tool

• 1988 – 1998: Speaker/Lobbyist on licensing and copyright issues for digital media legislation Education

Ithaca College, BS in Mass Communication/Media Studies with a minor in Music Composition. Certifications

Adobe Creative Cloud Instructor

Adobe Data Analysis with Analysis Workspace

Adobe Marketing Cloud Architect

Adobe Manage Data and Workflows in Adobe Campaign

AVID Trainer

Google AdWords

Honors and Awards

• 2008 CLIO, Client BBDO/AT&T

• Project “Bouquet” Role Web/Kiosk Distribution

• 2007 Telly Award, Client Network Productions

• Production “The State Theatre” Role On-Line Edit and Music Score

• 2005 Superior Civilian Service Award, Defense Logistics Agency

• 2002 Distinguished Civilian Service Award, Joint Chiefs of Staff

• 2002 Civilian Support Global War on Terrorism Award, Department of Defense

• 1998 Superior Civilian Service Award, Department of the Army

• 1992 George Foster Peabody Award, Client MTV Networks

• Project “Choose or Lose.” (PSA Campaign) Role On-Line Editor

• 1989 George Foster Peabody Award, Client MTV Networks

• Show “Decade” Role Segment Editor

• 1989 Student Academy Award Experimental Video Production

• Production "The Computer Analyst" --- Role Producer/Director

• 1988 Student Academy Award Experimental Video Production

• Production "The Anti-Video" --- Role Producer/Director

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