Marketing Professional

Neil Minetto

253-***-**** ****.*******@*****.*** neilminetto.com

Summary

Marketing Management, Strategy and Execution are the keys to my success.

I understand the big picture and the impact successful execution has on

increasing the bottom line.

Here are some things I am pretty darn good at - PPC (Pay Per Click),

Google Analytics, WebTrends, Social Media, Email Marketing, Database

Marketing, User Experience Optimization, Website Optimization, Testing,

Event Management and the list keeps growing!

Here are some qualities about me - organized, strong communicator, data

analyzing, budget management, project management, presentation skills,

researching, conflict resolution and problem solving.

Specialties

PPC, Management, Concepting, Campaign Creation, Email Creation, HTML,

Dreamweaver, Photoshop, Familiar w/ most other Adobe Products, CSS,

JavaScript, Action Scrip, Wordpress, Blogger, Microsoft Office

Enterprise, SharePoint, MSFT Project, SQL for blogs

Experience

Laplink Software

Director of Marketing

Sept. 2009 - Present

•In charge of Corporate and Consumer Marketing, Inside Sales & Customer

Service – 7 Direct Reports

•Increased online revenue overall by 25% year over year

•Advertorial Campaign Creation – Created informational advertisements

and custom landing pages to increase revenue

•Affiliate Marketing – Developed and maintained relationships with key

affiliates increasing revenue year over year by more than 50%

•Copywriting/Copyediting (press releases, website copy, retail

descriptions, product reviews, etc)

•Customer Service – Worked closely with team and customer service reps

to facilitate higher reviews of key products to increase ratings from

1.5 stars to 3+ stars

•Email Marketing – Managed and scheduled over 1 million emails sent per

month and developed reciprocal sends with other software companies to

boost online revenue over 50% increase year over year

•Partner Relationship Development – found and developed key

relationships with partners in the software industry

•Project & Team Management - Manage and prioritize the creative process

and team of 4 people

•Retail Marketing – Created and launched 5 new products into retail

channel

•SEM/SEO – Manage over $30,000/month in Pay-per-Click advertising

•Social Media Marketing – Created and executed award winning social

media campaign that exceeded campaign goals by 504%, increased Facebook

likes by 650%, Twitter followers by 521% with over 14 million

impressions

Symetra Financial

Account Manager / Account Executive

Jan. 2007 - Sept. 2009

•Created email marketing program, found new vendor and managed over 50K

email sends per month

•Managed email marketing and optimization of all email campaigns

•Raised open rates by 5% in 3 months and CTR from 1% to 3% - focused on

more relevant messaging and optimized design to targeted audiences

•Helped implement company wide web and email best practices

•Created A/B tests to determine relevant content and effectiveness of

email design and content

•Provided weekly, monthly and ad hoc reporting with analysis

•Connected CRM & Analytics – web and email – to campaign performance to

provide a more holistic view of what our agents are doing and how it

maps back to sales

•Created custom process to pass over 1000 leads per month to internal

sales team from email marketing and web activity

•Implemented and analyzed Google Analytics, translating reports into

user behavior with recommendations to optimize quote tools and pages for

better goal conversions

•Provide reports with analysis of top content and traffic patterns

•Helped lead 2 teams to create and present Social Media proposal for

Executives including implementation recommendation

•Helped organized a social media team for the entire company

•Researched and implemented basic SEO strategies

•Managed 11 internal clients, including product and channel marketing

teams, acting as central point of contact for all marketing strategy

needs

•Implement creative solutions for companywide problems that have saved

time, over $100,000 YTD and various resources

H&R Block

Marketing Manager

Nov. 2006 – Jan. 2007

•Provide marketing direction for over 50 Washington franchises and

company offices

•Interviewed company and franchise owners to understand needs to develop

effective marketing campaigns

•Understand client buying behavior to devise and execute guerrilla

marketing for new client acquisition

•Research and purchase state wide media – billboards, newspaper,

transit, web

NW Environmental & Equipment, Inc.

Marketing / Sales

Jul. 2006- Oct. 2006

•Created and designed all promotional material –

•Web site, company brochure/mailer, stationary - business cards,

letterhead, direct mail inserts

•Reviewed website metrics to understand usage and how to optimize

content based of behavior

•Coordinated generation of over 500 direct-mail sales leads in one month

•Created and managed the marketing program to produce qualified leads

Highstreet Advertising & Promotion, Inc.

Account Executive / Marketing Consultant

Jan. 2006-Jul. 2006

•Implemented Google AdWords and Google Analytics for clients

•Instrumental in $300,000 Flowhawks advertising proposal

•Found and contracted clients totaling over $70,000 in advertising

spending

•Web site designer and optimizer for 5 clients

•SEM Manager for over 20 clients

Alloy Ad Agency - BYU-Idaho

President / Account Executive

Sept. 2004-Dec. 2005

•Turned production from a $9,000 monthly deficit to $500 profit in 2

months

•Responsible for managing 20-30 students, 3-4 creative teams and 10-20

clients per semester

•Wrote and instituted business proposal for Alloy Ad Agency with a

yearly budget of $20,000 plus student scholarships

•Designed and implemented Web sites for clients

New Business Specialist

•Found and contracted new business totaling more than $5,000/ semester

•Wrote proposal for the New Business Specialist and acted as such from

November 2004 to April 2005

Public Relations, Copy Writing, Design

•Planned and carried out various advertising and public relations

campaigns for organizations such as:

•Miss BYU-Idaho - 40% attendance increase

•Battle of the Dance - increased awareness of event

•Election Campaign for April Jones - developed campaign “big idea”

•Self-promotion campaign - designed new logo

KBYI & KBYR Radio Stations

Marketing Manager / Designer

Sept. 2005-Dec. 2005

•Oversaw focus groups to research station’s image and implement new

advertising on website and on campus

•Redesigned all advertising based off of research – Web banners,

Newspaper, Magazine, Logos, Collateral Material, Multimedia, Audio CD

•Helped in the design of current Web site

Education

Brigham Young University – Idaho

Dec. 2005

•BA in Communications emphasizing in Advertising with a minor in

Business Management and Information Technology.

•Key Courses – Advertising Concepting, Web Design, Copywriting, Media

Planning, Media Researching, Human Resource Management

•First place in Media Planning Ad Campaign

•Oversaw production of 5 successful award winning ad campaigns

Merits

•Scrum Certified Product Owner

•Leadership Now 2008

•Certificate of Project Management – University of Washington

•Internet Advertising Competition 2010 – Best Social Media Campaign

•Fluent Spanish

•Eagle Scout

•LDS Mission, Valencia Venezuela 2000 – 2002

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