Director, Media and Marketing

Edward J. O’Brien

*** **** **** **., *** *F ● New York, NY 10009

Phone: 617-***-**** ● E-mail: **********@*****.***

SUMMARY

An experienced sales, marketing & management professional equipped with comprehensive strategic planning and implementation skills. Results-oriented approach combined with sound web-based marketing campaigns generated over $30M in total revenue in the last year. Known for the ability to successfully manage a project from beginning to end.

EXPERIENCE

July 2008- present Vertro (formerly MIVA) NY, NY

Director, Media and Marketing (April 2009 – present)

Serve as Director, Media and Marketing, a role that coordinates the efforts of several groups including marketing, media, business development, design and content. Manage the ALOT.com product suite, which consists of consumer software products, using best internet standards and practices.

- Direct the allocation and analysis of a $1.8MM average monthly marketing budget including SEM, CPA, SEO and viral initiatives.

- Continuously mine, analyze and circulate user data with specific attention to retention, usage rates and monetization schedules.

- Spearhead the integrated marketing efforts of all products focusing on iterative, results driven campaigns. Continuously conduct targeted A/B testing on all channels to ensure campaigns are reaching their respective optimization points.

- Drive the international expansion into the European, Asian, South American & Middle Eastern markets. Efforts have led to a high value presence while growing our international portfolio from 8% to 17% of the overall user base in 6 months.

- Provide industry/product analysis and recommendations to the client team in order to ensure all partnerships are delivered successfully.

- Lead company wide operational initiatives such as defining the consumer value chain, identifying relevant optimization points and assigning departmental tasks.

- Participate in quarterly executive strategy and board of directors meetings.

- Manage seven direct reports and lead weekly meetings of entire marketing department (13 employees). Act as department liaison to senior management.

Product Marketing Manager (July 2008 – April 2009)

- In first month, was tasked with optimizing the marketing spend which included a 37% decrease in allowable funds. This new plan delivered average monthly increases of 22% in revenue and 179% in ROI in Q3 and Q4, compared to averages for the first half of 2008. Revenue and ROI improves each successive month due to optimization.

- Constructed a flexible and granular P&L based system to track marketing spend performance and analysis. This system includes a forward looking customer lifetime value projection model.

- Conducted a four week quantitative study focusing on three separate segments of our user base. Worked with engineering and marketing teams to integrate findings into products and promotional materials.

Aug. 2004 – June 2008 Major League Baseball Advanced Media (MLB.com) NY, NY

Senior Manager – Paid Content (Aug. 2006 –June 2008)

Served as Senior Manager for the MLB.TV brand, directing all marketing and operational facets from conceptualization through implementation. Responsible for hitting all defined revenue and subscriber targets. Worked with all relevant internal departments and external partners to ensure efficient delivery of assets such as product enhancements, marketing materials and subscriber communications. Held a dual role of Senior Manager, Paid Content and Buyer, E-Commerce from Aug. 2006 – Dec. 2007.

- Produced MLB.TV revenues totaling $32 million in 2007, a 40% increase from 2006.

- Increased MLB.TV subscriber base to 500,000, a 47% increase from 2006.

- Re-branded the MLB.TV Premium product, our highest priced & most comprehensive product. Revenues in 2007 increased 1084% over 2006.

- Drove the MLB.TV marketing initiatives through targeted banner creative efforts. Optimize each successive campaign through analysis of previous metrics.

- Directed multiple bi-weekly email campaigns including general offerings to an opt-in list of 6 million plus and the more targeted “winback” program to lapsed users.

- Collaborated with the finance department to define yearly budget & ensure that proper reporting is disseminated throughout the year.

- Worked with Customer Service to integrate subscriber feedback into an improved user experience. Conduct periodic focus groups to gauge site usability.

- Guided the MLB.TV auto-renewal process through a 2007 Federal Trade Commission investigation. The case was closed due to successful case management. Our implemented process is now considered an industry benchmark.

- Generated overall Hard Goods shop sales of $14.2 million in 2007, $12 million in 2006, $10.3 million in 2005 & $5.7 million in 2004.

- Negotiated & managed vendor Co-Op Agreements totaling $2.9M in 2006 & 2007.

- Managed two direct reports.

Senior Associate Buyer – E-Commerce (Aug. 2005 – Aug. 2006)

- Directed the online sales & merchandising efforts for the Hard Goods categories in all 30 official Major League Baseball team shops and the official league shop.

- Coordinated online efforts for 2006 National Baseball Card Day. Led to acquisition of 13,000 new customers in one day at a cost of $0.80 per customer.

- Collaborated with vendors to develop MLB.com exclusive product programs.

Associate Buyer – E-Commerce (Aug. 2004 – Aug. 2005)

- Managed relationships with over 70 vendors in the Hard Goods categories.

- Created and executed weekly marketing campaigns for vendor Co-Op agreements.

Aug. 2001- Aug. 2004 Motivated Sports & Strike One Danvers, MA

Motivated Sports (Director)

- Solely responsible for the operations of Cleveland Indians Manager Eric Wedge’s non-profit corporation.

- Developed three year strategic business plan including mission statement, management structure, programs overview, strategies, and milestone calendar.

- Built and utilized corporate website to drive charity and program awareness.

Strike One (Manager)

- Co-managed 40,000 sq. ft. sports complex including overseeing part-time staff.

- Cultivated email address database for targeted awareness and conversion campaigns.

- Created highly interactive and informative company website. Drove website traffic through both offline and online initiatives.

- Collaborated on sponsorship/advertising packages totaling $200,000.

EDUCATION

Sept 2009 – June 2012 Fordham University New York, NY

MBA Candidate, Part-Time

1997-2001 University of Maryland College Park, MD

Bachelor of Science, Finance

COMPUTER SKILLS

Microsoft Windows XP

Microsoft Office

Microsoft Publisher

Adobe Photoshop

JIRA

Word Press

Omniture Hitbox

Omniture Site Catalyst

Hitwise

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