Creative, highly-strategic senior marketing professional

Summary

Creative, highly-strategic senior marketing professional with extensive Internet, pharmaceutical and financial services experience and a history of dramatic results through innovation.

Green Dot Corporation Monrovia, CA

Director of Online Product Marketing June 2008 – April 2010

Developed programs to drive online sales and optimize online consumer communications for the leading provider of prepaid credit cards.

• Developed viral and social marketing programs for Walmart, Green Dot and MoneyPak brands.

• Re-negotiated email service provider contracts to save over $100,000 per year and created cus-tomer lifecycle management program (CRM) for Green Dot, Walmart, and Intuit TurboTax cards, sending over 10 million emails per year.

• Business lead on transitioning website from a hard-coded .NET environment to a modern, Omniture content management system (CMS), MVC system. Created work and approval flows that reduced the change cycle from six weeks to three days.

• Negotiated contracts with top affiliate (CPA) networks and increased site traffic 100% and on-line sales 250% in first year using Google AdWords and a range of affiliate and search market-ing campaigns. Worked with Microsoft Bing to develop a unique organic search product.

• Achieved a 400% increase in Direct Deposit upsells, a key revenue component, through multi-variate (MVT) testing.

• Conducted nationwide digital agency searches and agency reviews, evaluated analytics, optimi-zation, search and reporting vendors. Business lead for WebTrends Optimize and WebTrends Analytics implementation.

Snap Technologies, Inc., an Idealab Company Pasadena, CA

Marketing Director September 2006 – June 2008

Transitioned marketing and branding from Snap.com, a Web 2.0 Search Engine, to Snap Shots, the most popular website and blog enhancement on the Internet, and Snap Shots Advertising Network.

• Created a comprehensive brand and naming strategy that covered a suite of 12 technology products, an advertising network, and an affiliate program.

• Conducted Taguchi multivariate advertising testing that generated a 10x increase in yield.

• Managed tradeshow presence at ad:tech NY, OMMA (Online Media & Marketing) NY, Blog-World LV, and Web2.0 Expo SF including booths, collateral, videos and follow-up.

• Developed and deployed email and blog CRM strategy that communicated with hundreds of thousands of webmasters and bloggers monthly.

FEI Women’s Health El Segundo, CA

Online Marketing Director December 2004- April 2006

Managed the Internet component of the relaunch and relabelling of the ParaGard IUD. After expe-riencing 20% growth, FEI sold for $281 million to Barr Laboratories, which consolidated operations.

• Built a team of outside vendors and managed the development of 4 websites, while simultane-ously updating branding, content, customization, technology, reporting and FDA compliance.

• Created and tested DTC advertising campaigns, clinician CRM, referral programs, promotions and follow-up programs, and purchased online media.

• Exceeded annual marketing objectives by September and returned nearly $500,000 (approxi-mately 30% of budget) unspent. Achieved 12x ROI on online marketing investment.

Angles360, Inc. Los Angeles, CA

Principal March 2002 - December 2004

A marketing consultancy that provided innovative solutions to clients in a wide range of industries. It was closed for the FEI opportunity.

• For Adobe Systems, created white papers, websites, and other marketing material for XMP, an industry-standard, open source technology used to facilitate graphical workflows.

• For Sovereign Artists, a record label, and the rock band Heart, created an unprecedented joint promotion between Microsoft and the file-sharing networks, to promote Heart’s latest album.

Big Media, Inc./BigBang.com Los Angeles, CA

CEO 1996 - 2002

Founded and provided strategy and management for a dot-com advertising network, which ulti-mately did not survive the post 9/11 market downturn.

• Personally awarded US Patents 5,933,811 and 6,385,592 for personalized, demographic target-ing and pay-per-click advertising. Later sold for $1.31 million.

• Developed and deployed the first and only online network that delivered advertising based on user age, income, zip code, gender, purchase history, and other variables.

Baby Mogul Interactive Los Angeles, CA

Partner 1994 - 1995

Baby Mogul was a multimedia production company specializing in CD-ROMs and large-scale corpo-rate presentations

• Consulted for Apple Computer New Media on interactive strategy.

• Created the first official, team-sanctioned website for any NFL team, the Oakland Raiders.

Dentsu America Los Angeles, CA

Copywriter 1991 - 1994

Dentsu, based in Tokyo, is one of the world’s largest advertising agencies and media companies.

• Created television, radio, print, and direct mail for Pioneer New Media, NGK, World Cup Soccer, and numerous other clients.

American Lung Association Los Angeles, CA

Print Media Coordinator 1989 - 1990

The Lung Association provides anti-smoking, smoking cessation, air pollution, asthma, tuberculosis, medical research and other programs for the Los Angeles County area.

• Computerized the production of all collateral, resulting significant cost and time savings and quality improvements.

Ogilvy & Mather Direct

Junior Copywriter, Los Angeles 1988 - 1989

Intern, New York 1987

Ogilvy & Mather is the most prestigious advertising agency in the world.

• Created direct marketing for American Express, Microsoft, Carnation, Disney and other blue chip clients. Awarded both local and national awards for creativity.

Rice University Houston, TX

BA, Management 1988

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