Marketing Management

ACCOUNT MANAGEMENT / BRAND MARKETING & DIGITAL STRATEGY

DIRECT RESPONSE / INTEGRATION / MEDIA / SEARCH / SOCIAL / CONTENT / EMAIL

• Integrated marketing manager with track record of innovative and results-oriented marketing strategies and tactics focused on building brands and developing relationships, revenue & cost savings

• Unique digital perspective experience with leading creative, media and PR agencies firms including R/GA, Initiative, Universal McCann, Euro RSCG and Weber Shandwick

• Team management and mentor experience educating clients and recommending integrated digital media best practice strategies

• Client account management, digital marketing strategy, analytics reporting and social media campaign experience with Pepsi, American Express, Johnson & Johnson, the Direct Marketing Association/DMA Education, GlaxoSmithKline (CPG & Pharma)

CORE COMPETENCIES

Account Management, Client Relationships Digital Media & Search Website & App Builds

Social Media CRM Strategy

Brandhacking

New Business, Creative Briefs & POVs Web Content Management/CMS Updates

Data Strategy/Database Management

Email Marketing & Content Strategy Multi-Channel Marketing Integration

Research, Business Insight Trends Content Strategy

EXPERIENCE

IMC MARKETING LAB (NY, NY) | CONSULTANT-Account Director/Digital Marketing Strategist | 4/09-Present, www.imcstrategylab.com

Subcontract Project Clients: DMA Education (DMAEducation.org), American Express Merchant Services (OPEN.COM, AcceptPay, Open Forum, Market 3D, Gift Card Contest), Johnson & Johnson (NewWayRA.com), CooperVision, GSK/GlaxoSmithKline (CPG/Pharma), Starbucks

Subcontract New Business Pitch Partner: Merck Global Clinical Diabetes Trials, Ironman Triathlon, Scotts Miracle Grow

• Account Director/Strategy: digital marketing roadmap account lead on web build, client partner center, social media strategy, email marketing/eCRM, data strategy, executive online dashboard development, including client discovery/requirements gathering, creative briefs, client contact reports, industry POVs, competitive analysis, SOW scope of work/contract fee negotiations

• Project Management: manage account and strategy teams of 2-3, with project management drive creative, IA/UX, development, brand health, audience insights and cross channel, digital and social media web analytics performance overlays

• Marketing/New Business Development: with agency leads, generate and execute marketing collateral, newsletter and case studies; partner on social media brand evangelism presentations and new business proposals, organically up-sold client on $500K of social media tracking, analytics and reporting business for six CPG brands

R/GA UNIVERSAL MCCANN (J3) - IPG (NY, NY) | Account Director/Digital Managing Director | 10/07-3/09

AOR Clients (Universal McCann): Johnson & Johnson Retained Consumer DTC/Pharma brands: Cordis/Cypher (Stent); Remicade (Psoriasis), Concerta (ADHD), Ortho Lo (Oral Contraception), Topamax (Migraine), Aciphex (Acid Reflux). Clients (UM-R/GA): Ethicon/Realize Band (Weight-loss technology), Acuvue (Contact lenses); LifeScan OneTouch (Diabetes technology)

• Promoted/recruited from Initiative as managing team and client interface with digital media and creative agencies (as RGA digital advocate managing embed onsite with UM media AOR), leading account team media strategists and creatives in driving $10MM media agency billing digital advertising budget for 8 Johnson & Johnson pharma DTC brands

• Managed client and team buy-in for innovative unique market opportunities and “beyond the banner” display, search/TV integration planning, Twitter, Facebook/Connect, social branding initiatives with strategic media partners (Buzzmetrics, Technorati, TNS Cymfony, Dynamic Logic); advancing buy-in of YouTube UGC programs for two brands (Ortho Lo and Concerta) and Yahoo DTC beta pharmaceutical online video player

• Managed team improved CPA costs by 3% through spending and vendor partner optimization; effectively managed vertical $3MM TV-to-digital budget transfer, team successfully achieved client savings goals by 8% for digital GBU P&L, helping contribute to client retainer cost savings

• Created and wrote cross brand/channel best practices Social Media Activation and TV-to-Search Engine Marketing (SEM) POVs; developed digital spending rationales, emerging media POVs on mobile and search, case studies and presented at digital lessons learned seminars such as the J&J Interactive Marketing Council

• Founding member of the J&J client cross-brand Mobile Strategy Task Force and co-instigator of first-ever J/&J iPhone application with creative agency partner; establishing mobile as a line-item within digital spending budgets

Project Clients (R/GA): Pepsi Refresh / Dear Mr. President /AMP Energy Drink, Assurant Health

• Co-Managed and led Discovery work, achieved 10% account growth in on-line lead generation media banner campaign scope of work, led social media strategy integration and client corporate re-branding project

• With PM, managed team $1.2MM digital creative campaign strategy project work for Pepsi “Dear Mr. President”/AMP Energy Drink campaigns, account/producer development of project briefs, phase launch of marketing plan, website, YouTube platform/OS, widget/app, mobile, digital media advertising, SEO strategy, and analytics assessment geared toward brand awareness and direct response customer acquisition

INITIATIVE - IPG (NY, NY) | Account Supervisor, Direct Response & Digital Reporting | 12/05-9/07

Clients: BellSouth/AT&T (Consumer Bundles Telecom), Lunesta (DTC Consumer Sleeping Aid)

New Business Pitches: Gateway Computers

• Managed primary C-level reporting accounts via weekly client status meetings for a $20MM product media channels campaign, serving as client account management and analytics reporting point-person for five cross channel campaigns including Digital Banners/Email, GM Creative, Broadcast: 30 TV: 60 DRTV, Cable, Print, Direct Mail; Hispanic, African American

• Managed and supervised two internal staff providing strategic recommendations and optimizations based on data analytics - feeding information to partner agencies to implement updated creative/offer executions, including development of weekly scorecards, quarterly lessons learned presentations/annual sales and CLV forecasting

EURO RSCG LIFE INTERACTION (NY, NY) | Research Manager, Digital Media & Marketing Services | 1/03-11/05

Clients: Pfizer/Lyrica (Fibromyalgia), Sanofi-Aventis/Lovenox.com (Deep Vein Thrombosis: DVT), Rimonabant (Obesity): DTC/DTP (Consumer & Professional). New Business Pitches: Amgen, Genentech

• Partnered with account management and new business, implemented digital creative, media and CRM direct-to-patient and direct-to-physician web strategy customer acquisition/retention programs (via program websites, SEO, display banners, e-newsletters, online video)

E*TRADE FINANCIAL / WINSTAR INTERACTIVE MEDIA / WEBER SHANDWICK (DC) / OFFICE OF SENATOR RUSS FEINGOLD (DC)

• Account Management / Digital Media Planning & PR, 4/97 12/02

EDUCATION

• COLUMBIA UNIVERSITY (NY, NY) | MA, School of International Affairs | 1995-1997

• UNIVERSITY OF WISCONSIN (Madison, WI) | BA in Political Science | 1993

SKILLS & SOFTWARE

• Word Processing/Web Design Software: Word, Excel, PowerPoint, Mac (Keynote), light Photoshop, HTML, CMS Updates, Omnigraphle

• Digital Planning: ComScore, Compete, IPSOS, Forrester, Nielsen, Google AdWords, Hitwise

• Digital Analytics: familiarity with Google Analytics, Omniture (report pulls)

• Social Media Campaigning: Facebook Pages, Twitter, LinkedIn Groups, YouTube, Meetup, FourSquare, Pinterest, Google+, HootSuite

• Social Media Tracking/Analytics: Visible Technologies, Radian 6

• Web content/CMS Management familiarity with Blogger, Drupal, SharePoint.

• Email Campaign & Sales lead vendor familiarity: Constant Contact, Vertical Response; Salesforce.com

ORGANIZATIONS

BARUCH COLLEGE (NY, NY) Adjunct Faculty | Continuing & Professional Studies (CAPS) | 2003-Present

• Teach 900+ hours of entry-to-mid-level marketing courses; speaking engagements/webinars for Media Bistro, New Communications Forum, PR Newswire Media Relations Online Seminars 2009/2010

• Quoted on macro marketing trends in marketing industry news trade publications including the Wall Street Journal, BrandWeek

BRANDHACKER NYC DIGITAL MARKETING MEETUP (NY, NY)| Director/Founder/Moderator | 2007-Present; http://www.meetup.com/brandhacker

• Previous sponsors: Mashable, Hewlett Packard, GE, Econsultancy, Laredo Group, Columbia Business School BRITE Conference, TekServe

NY ROAD RUNNERS (NY, NY) Avid runner; completed 2009 marathon. Qualified for Nov 2012 NYC Marathon

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