Manager Project

Sharna Sattiraju ******.*********@*****.*** 203-***-****

Self-motivated and innovative digital media professional. 7 years of digital experience in launching compelling, cutting edge and latest digital products/technologies including mobile sites and iPad Apps, innovative social media projects, search engine optimization techniques, massive site redesigns.

Solid communication, project management and problem solving skills. Graduate degree in Digital Media from Quinnipiac University, CT.

Senior Digital Product Manager

Taunton Interactive (Digital arm of a Home and Garden publishing company)

Oct 2008 – Dec 2010 (Product Manager), Jan 2011-present (Senior Digital Product Manager)

At Taunton Interactive I am currently responsible for 10 content rich web sites which garner 6 million visits a month. My roles and responsibilities are:

Digital Strategy

• Create and present digital strategy to all stakeholders including senior management (advertising, marketing, content producers, print publishers, customer service, ecommerce and IT) for all projects including, mobile sites, mobile/ipad apps, massive site redesigns and custom revenue generating digital products.

• Gather feedback on strategy; translate into a requirements document for developers to implement.

• Implement modules on sites to convert new visitors & non-subscribers to subscribers. Increase consumer base by leveraging email acquisition & PPC campaigns across multiple sites with similar target audience.

• Optimize digital content using analytical techniques like A/B testing.

• Measure ROI and conversion using Google Analytics

Mobile Sites and Apps:

• Solid experience building sites using Responsive Design in HTML5 for the redesign of www.finewoodworking.com – this makes the site mobile and ipad optimized without having to maintain two different sites: one for desktop and one for mobile.

• Project lead and architect for Mobile sites and mobile apps (iphone and ipad)

o m.finecooking.com

o m.finehomebuilding.com

o Thanksgiving Menu Maker App: http://itunes.apple.com/us/app/thanksgiving-menu-maker-from/id474820051?mt=8

o Roofing Calculator App: http://itunes.apple.com/gh/app/roofing-calc-from-fine-homebuilding/id532590151?mt=8

Search Engine Optimization

• Implement turn-key techniques to increase traffic and time spent on site – this resulted in a spike in online advertising revenue

o Implement latest SEO techniques to show higher in search results:

Research and update page titles and meta descriptions

Establish and implement meaningful URL structure

Implement canonical urls on faceted search pages to maintain seo link juice for main pages

Convert page header titles from images to text; add H1 tags

Work with developer to implement rich snippets for recipes and products and product reviews

Work with content editors on optimizing landing pages and internal link building. Also research, recommend and build landing pages for important keywords.

Work with developers to convert flash applications to HTML5 so these can be mobile optimized and also search engine friendly.

Monitor latest trends in SEO and make site changes accordingly to keep coming higher in search results. Attend SEO conferences every year to be aware of newest trends at the earliest.

o Paginate long articles to increase page views

o Recommend and implement new interactive products to engage consumers – slideshows and carousels to present depth of content to users and provide lucrative ad opportunities to sales reps.

o Work with consumer marketing team and developers to implement an enhanced user-friendly paid content flow especially on www.threadsmagazine.com.

o On FineCooking.com worked with a team of developers, designer and web content editors to launch a recipe search engine: www.finecooking.com/recipe-search

o Familiar with SEM. Extensively used Google Ad words Keyword Tool

Social media expertise

o Worked with content team to set up and maintain Facebook, Twitter, Pinterest, YouTube and Google Plus brand pages for all Taunton sites. Work with content team to effectively engage consumers via brand pages and thus increase Facebook fans from 3,000 to 40,000 on www.facebook.com/finecooking

o Implement Facebook Apps using shortstack.com to increase fan engagement

o Recommended adding all social media buttons to make all our content pages viral

o Implemented open graph tags on all sites – this enables the right content from our site to be posted on someone’s Facebook wall when they Like content on our site.

o Worked with freelance blogger to promote our digital products across related blogging networks

Project Management

• For any digital product including site redesign, meet with stakeholders and document in-depth business & editorial requirements; create wireframes (incorporate feedback from user surveys; Google analytics and Google webmastert tools); build project plan (using MS Projects) and scope; work with a team of designers, developers, web producers to launch a digital product from start to finish

• Manage a team of 3 developers – back-end and front-end; freelance designers and developers

• Work with cross-functional teams to implement projects.

• Strong ability to see order in chaos and bring structure to undefined projects.

Digital Product Development

• Implement with a team of developers – out of the box custom digital products seamlessly interwoven with content to provide users engaging and useful experience:

o Recipe Maker: http://www.finecooking.com/articles/cyor/cheesecake.aspx

o Menu Maker: http://www.finecooking.com/create-your-own-menu/backyard-bbq.aspx

o Build your own dream backyard: http://game.finegardening.com/backyard-makeover

o Create your own dream woodworking workshop: http://www.finewoodworking.com/workshop-planner

• Work with 3rd party vendors for ad serving (DoubleClick), video streaming (Brightcove) and content integration.

• Work with 3rd parties for API integrations. For e.g. integrate wine pairings from Snooth.com for Finecooking.com recipes.

Data Analysis using Google Tools

• Analyze web traffic data using Google Analytics. Use this data for site redesign thus enhancing user experience based on data. Present this data to advertising and marketing to sell/promote relevant content

• Excellent knowledge of all Google tools: Google analytics, Google Webmastertools, Custom Search Engine, Google Adwords keywords tool

Site Redesigns

• Increased revenue from $50,000 in 2008 to close to a 1M in 2012 with site redesigns for www.finecooking.com, finehomebuilding.com and www.threadsmagazine.com.

• Involved in making recommendations for ecommerce site redesign: http://www.tauntonstore.com/

A&E Television Networks, Stamford, CT

Product Manager (www.Aetv.com, History.com, Biography.com)

June 2008 to Oct. 2008

• Project lead for migration of all video players from one platform (Lightning Cast) to another (Brightcove) across all three brands: History.com, Biography.com & Aetv.com.

• Project lead for developing interactive games for all sites and then sourcing and working with digital agencies to implement

A&E Television Networks, Stamford, CT

Site Manager (www.aetv.com)

Oct. 2005 to June. 2008

• Project lead [for entire project lifecycle] for

o Portals: Game/Lifestyle/All Shows/All Videos/News

o Strategic marketing initiatives – live webcast of events, Sweepstakes, Widgets, user generated content, interactive maps (AJAX based).

o Redesigned/re-architected www.aetv.com;

• Responsible for content development and management of aetv.com and its 30 show-based Web sites, Video Players, Live web cast, MRSS feeds, Blogs, Search Engine Optimization, Mobile campaigns, Interactive flash-based components and games.

• Establish, implement and maintain project management processes encompassing scope, schedules, budgets, documentation (wireframe, sitemap, creative brief) and QA.

• Work with team of producers/designers/front-end developers, business partners (Public Relations, Web Analytics, IT, Ad Sales, SEO, Marketing & Programming) and vendors to successfully plan, develop and deploy multiple web projects through entire life cycle.

• Work with digital agencies to develop innovative and creative programs to market TV Shows

• Analyze site (design, usability, information architecture, content, IT, Content Management System and web tracking) efficiency/inefficiency in relation to business needs; recommend and implement improvisations; strategize to meet business/revenue goals and increase web traffic for aetv.com.

• Manage 4 Producers and 3 Associate Producers.

A&E Television Networks, Stamford, CT

2005 -2006

Web Producer

• Project manage assigned Web sites from start to finish for AETV.com. This includes: source designer within assigned budget; create wireframe, sitemap; flowcharts and schedule; design information architecture for great user experience; write creative brief; analyze traffic reports; read focus group interview reports and implement results for better usability; liaise with programming, marketing, public relations, video encoders and ad sales; work with designer and copywriter to help meet creative, marketing and project scope requirements; work with SEO and Omniture Tracking vendors; work with IT for backend integration (Content Management Systems) and QA prior to site launch

• Work with cross functional teams - IT, legal, analytics, ad sales, programming, on-air promo and marketing.

• Create content (video, images and copy) for aetv.com Home Page and upload to Content Management System - Teamsite Interwoven on a daily basis.

B4U Television Network, Mumbai, India (One of the most popular Indian TV channels in India, UK & USA) 2000-2002, AVP Programming

• In collaboration with a cross-functional team, launch a highly successful television channel in India.

• Develop detailed project plans; analyze business needs and competition; manage project financials including: estimating, and forecasting; deliver the project on time, within budget and meeting the strategic business and technical requirements; collaborate with business partners and vendors.

• Supervise team of 4 Executive Producers

Zee TV, Mumbai, India (Television Network with 225 million viewers globally), 1994-2000

Executive Producer

• Launch Zee TV’s sister channel – EL TV in collaboration with a cross-functional team.

• Develop, produce and manage many projects (soaps, sitcoms, game shows, breakfast shows, women’s magazine, children’s shows and film based shows) independently within time and budget constraints, from concept to broadcast, for one of India’s largest media & Entertainment Company.

Saatchi & Saatchi, Mumbai, India 1993-1994

Copywriter

• Write copy for print ads. Write and design (with visualizer) a monthly newsletter.

McCann Advertising, Kolkatta, India, 1992-1993

Junior Copywriter

• Write copy for print ads. Ideate on campaigns for new pitches

Education

• M.S. (Digital Media), Quinnipiac University, CT, August 2005

• Diploma in Advertising & Marketing, Xavier College, Mumbai, India 1992

• Bachelors in Arts, Nagpur University, India, 1991

Skills

• Knowledge of HTML, CSS, Javascript, JQuery, .NET and PHP platforms

• Solid experience in using Content Management Systems for uploading content

• Knowledge of Adobe tools like Photoshop and Fireworks

• Expertise in creating wireframes

Awards: Interactive Media Awards for Best Portal: Games http://www.interactivemediaawards.com/winners/certificate.asp?param=49788&cat=1

References: References available on request.

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