Ross Horwitz

Online Display Advertising Sales Manager / Business Development

Business Owner / Affiliate Manager / Media Buyer / Data Management

Core Competencies:

A dynamic and entrepreneurial professional with 20+ years of progressive sales and marketing experience and a track record of defining business opportunities, building strategic partnerships, and generating demand for innovative and growth-oriented companies.

A decisive leader with a keen understanding of business priorities and the ability to architect, develop and deliver transformational marketing and business development strategies that maximize revenue and optimize profitability.

A natural team player with unwavering integrity, exceptional interpersonal skills and the ability to lead large and diverse teams to shape change in organizations. Expertise in managing strategic relationships with internal and external stakeholders.

Professional Experience:

AdSmart.com – Los Angeles, CA

Senior Online Sales Manager / Founder 2016 - Present

Created by Internet-savvy marketing veterans, AdSmart’s most important objective is to deliver premium, context-driven Next Level advertising. Companies are connected with relevant publishers and potential consumers at lowest possible cost.

At AdSmart, we create high-reward and high-return opportunities for advertising investors. Through acquired, exclusive relationships, we can position ourselves as our client’s main source of traffic in a unique two-way relationship. Your company’s success is AdSmart’s success!

Our highly competitive support team will work diligently to identify which creative elements best optimize traffic and increase brand recognition, and then will consistently make adjustments to improve the performance that each advertising push delivers to consumers.

AdSmart’s goal is clear and simple. We are here to help companies thrive in the digital world by “advertising smart,” maximizing online presence, and connecting viable brands with worldwide consumers.

"Online Advertising for the Smart"

Red Lightning Media, Los Angeles

Business Owner / CEO 2015 - 2017

From entertainment to politics and nutraceuticals our brands enjoy global reach, powered by a highly engaged user base.

We bring a personal and effective approach to every project we work on, which is why our clients love us and why they keep coming back.

ABOUT RED LIGHTNING MEDIA:

We offer a full suite of partner services including: advertising, content production and social amplification.

OUR FOCUS:

Entertainment

Finance

Politics

Education

Nutraceuticals

Dating

RED LIGHTNING IS PROPELLING AD TECHNOLOGY TO THE *NEXT LEVEL* BY MAKING DIGITAL DISPLAY, MOBILE AND VIDEO ADS MORE!

OVERVIEW:

RLM has always been at the crossroads of ecommerce, media and the Internet, investing strategically and opportunistically in our companies to provide long term value for shareholders, while creating products that enhance customer experience.

Etology, Los Angeles

Online Display / Mobile Advertising Sales Manager 2014 - 2015

Identify and close new business/sales opportunities through prospecting, cold calling and leveraging existing customer relationships.

Works closely with the owner to set the vision, strategy and goals for research & analysis and understanding to align with business priorities.

Assists in ad sales initiatives that involve audiences, data and measurement (i.e. OTT, behavioral targeting, ad effectiveness, etc.).

Develop a comprehensive understanding of current and potential client’s research and measurement goals.

Guides the development of analyses to support and grow advertising client base.

Provides research guidance for ad sales deals around metrics and measurement for cross-platform inventory management.

Supervises and reviews budgets and forecasts; reviews sales performance and ROI for advertising customers.

Directed strategy and daily operations of SEM, SEO, email marketing, social media marketing, online reputation management, display advertising, affiliate marketing, lead generation, web analytics, site monetization, creative, and web development. Oversaw P&L and ensured efficiency and impact of marketing efforts through A/B and MVT testing solutions.

Key Accomplishments

Optimized and diversified media campaigns to develop comprehensive, multi-channel approach (online, radio, print, display media, online video, SEM, SEO, affiliate programs, social media and e-mail campaigns); cut overall CPA by 28% and grew revenue by 20% within 1 year.

Revamped and redeveloped major web properties, leading strategies to generate new business leads while growing conversions and volume with existing customers; drove 40% overall increase in front-end leads and 25% increase in conversions for existing customer base.

Ensured most targeted use of approximately $2.5M SEM and display advertising budget in the UK and Australia, leading the cost-effective growth of website traffic on an international scale.

Nektar Laboratory, Los Angeles

Media Buyer / Affiliate Manager 2014 - 2014

Guide company’s media buying strategy through all phases of launch and maintenance, including contract negotiation and approval, creative development, analysis, and driving results through CPA, CPC, CPM and CPL

Execute the overall affiliate strategy for network growth in key markets, build and monitor forecasts, develop new affiliate partnerships and drive incremental engagement from existing relationships

Develop and implement campaigns for email, online advertising, search engines and direct mail

Enhance marketing exposure through effective website content management and driving key metrics such as Search Engine Optimization (SEO) and Social Media Optimization (SMO)

Devise brand and performance media plans across all digital channels that build brand equity and drive traffic

Create and maintain key digital metrics reports and dashboards, traffic and acquisition, conversion, campaign metrics and forecasts

Revamp and redevelop major web properties, lead strategies to generate new business leads while growing conversions and volume with existing customers

Key Accomplishments

Successfully drove 40% overall increase in front-end leads and 25% increase in conversions for existing customers

Implemented new email marketing strategies and database management that generated 30% increase in leads on track to produce over $1M in new revenue within 1 year.

Wister, Glendale, CA

Traffic Monetization Manager 2014 - 2015

* Lead and execute the analytics strategy for Wister.fr digital platform for mobile traffic.

* Analyze visitor behavior and provide insights and recommendations for improving website goals such as sales, leads, goal accomplishment, and visitor satisfaction.

* Provide in-depth analysis on traffic patterns, conversion trends, visitor paths, drop-off analysis, and product research activity to provide internal business partners with actionable insights that can be applied both online and cross-functionally.

* Create, manage, and distribute weekly, monthly, and quarterly dashboards to internal business partners and Sr. leadership team.

* Develop and monitor visitor funnels for key website goals and identify opportunities to accelerate movement through these funnels.

* Help to prioritize digital marketing strategies and resources based on anticipated outcomes and ROI.

* Analyze performance of consumer and promotional events and partner with digital marketing and creative teams to maximize visitor engagement and drive event goals.

* Analyze results of A/B testing campaigns and partner with digital marketing and Ecommerce teams to provide recommendations for testing initiatives to drive key website goals.

* Identify and segment visitors based on their behavior and reason for visiting and provide recommendations for improving the user experience at each stage of the customer lifecycle.

* Partner with media, sales, and finance teams to model and forecast visitor traffic, leads, and sales trends.

Infinity Network, Los Angeles 2004-2014

Online Display & Mobile Sales Advertising Manager / Business Development / Affiliate Manager / Media Buyer / Data Management

Responsible for designing and implementing digital content strategy for several highly trafficked websites

Partnered with marketing team to deliver creative, improve usability, and drive organic search capabilities

Conceptualized and executed marketing strategies that accelerated growth of core business, expanded into new services, and capitalized on the explosion of web-connected devices

Key member of leadership team in charge of product development, group marketing, branding, pricing methodologies, contract negotiation, and establishing goals

Oversaw the implementation of major new business initiatives; outperformed individual annual revenue goal for past four consecutive years

Led and developed high caliber staff; 5 direct reports, including business development managers, site managers, and on-site team.

Key Accomplishments

Achieved over 300% increase in visitor traffic through design and leadership of search engine marketing campaigns on Google AdWords, Yahoo Search Marketing, and Microsoft AdCenter

Produced 300% growth in registration and subscription rates through leadership of landing page optimization for all sites; and continuously analyzed results to successfully convert visitors into customers

Generated over $5M in revenue in less than 1 year through online marketing and lead-generation for online dating client

Established and governed revenue-generating partnerships with top 20 affiliates, including ValueClick, Matomy, PepperJam, LinkShare, and CX Digital; attained 246% growth in affiliate base and produced $2M in new revenue within 1 year

Grew affiliate portfolio to over 400 publishers, spurring 20% revenue growth while meeting all ROI benchmarks

AdNet Media, Los Angeles

Director of Sales and Marketing 2002-2004

In charge of architecting and executing transformational sales and marketing initiatives that delivered revenue growth and strategically enhanced profitability

Responsible for multiple phases of business development from conceptualizing to implementing market strategies

Conducted market research and analysis, defined market segments, sized growth opportunities, and quantified ROI

Identified prospective clients, targeted high probability deals, and nurture key client and affiliate relationships

Spearheaded monthly networking events that increased industry touch points and targeted at client acquisition

Responsible for maintaining and enhancing website performance and stabilization utilizing Dreamweaver, CSS, and HTML

Key Accomplishments

Successfully led company performance in multiple sales metrics; delivered an average of 400 accounts per period

Spearheaded $3M incremental revenue of New Market Development opportunities with strategic roadmaps

Orchestrated revitalization mature business from flat to double-digit growth; 20% in 14 months

Handpicked to lead, develop, and execute multi-million dollar internal start-up opportunity

Punchline Magazine, Richmond, VA

Director of Advertising Sales/Creative Director 1998-2002

Guided strategic vision and led demand generation and advertising efforts for dynamic online publication

Directed creative programs and design concepts that aligned with business objectives and advanced brand strategy

Collaborated with management, creative and technical teams to ensure cross-channel communication between customers and company

Provided conceptual project direction; involved appropriate players and inspired passion and creative energy in brainstorming sessions

Delivered high-impact presentations for all major proposals; closed deals that exceeded revenue targets

Led multiple functions and responsibilities including Copy editor, Illustrator, Photographer, Layout Designer

Key Accomplishments

Reversed declining sales trends and achieved highest gross sales in company history

Pioneered new training modules and led training sessions for new acquisitions

Education:

Virginia Commonwealth University, Richmond, VA 1993-1997

B.F.A – Painting and Printmaking

2469 Ivanhoe Dr.

Los Angeles, CA 90039

323-***-****

adm7d6@r.postjobfree.com

Value Creation

Market Research

Team Leadership

Strategic Planning

Marketing Strategy

Client Management

Demand Generation

Strategic Partnerships

Customer Acquisition

Business Development

Search Engine Optimization

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