Qualifications Summary
Extensive 15 years of experience in project and account management, business and system analysis, customer and market research primarily for consulting corporations providing interactive and direct marketing services for Fortune 100 companies.
Professional Highlights
Project/Account Management and Production
- Produced significant web site development and maintenance projects (average of US$1 to 2 million per year) consisting of teams (15 to 40 employees) composed of project managers, content developers, creative directors, engineers, information architects, strategists, database architects, quality assurance testers and media planners. Industry experience includes, but is not inclusive of media (e.g., HBO, AETN), retail (e.g., Tiffany & Co.), telecommunications (e.g., AT&T Business), financial services (e.g., Capital One Financial, GE Capital), distillation (e.g., Seagram) and the global pharmaceutical market. (e.g.,GlaxoSmithKline)
- Produced online marketing campaigns including static, Flash and rich media banners to support media buys averaging US$4 to 5 million per campaign. Coordinated online campaigns with offline campaigns (e.g., television, print) working with media planners and advertising agencies.
- Managed all project aspects inclusive of staff, quality, time and budget (i.e., revenue generation). Successfully managed staff employee turnover to less than 7%. software. Documented e-mail marketing procedures and trained staff using the e-mail automation software templates.
- Negotiated and approved partner and customer agreements. Managed partner relationships, for such companies as Verisign, First of Omaha, Adgrafix and iGain. Managed customer relationships for Fortune 500 companies including Staples and Gannett, Co. (i.e., USAToday).
- Led new business proposal efforts and successfully up-sold existing customers with a success rate of 85%.
- Managed all aspects of CD-ROM development and distribution, including design, creation, delivery and documentation, for major national distiller, including content asset management and public relations coordination. In the first month of distribution consumers requested more than 30,000 CD-ROMs.
Market Research and Customer/User Experience
- Performed all aspects of online market research including creating the research plan, fielding the focus group, executing the plan, gathering and mining data, performing quantitative and qualitative analysis, identifying actionable recommendations and presenting finished reports to clients.
- Built an online market research application, including automated statistical analysis, with limited budget and resources that successfully deployed market research for companies including Citicorp, Charles Schwab and ABN AMRO.
- Expert in the areas of product concept and prototype usability testing, customer satisfaction and loyalty measurement throughout the product development life cycle.
Web Design and Systems Development
- Created detailed functional designs and technical specifications for a distributed multi-site usability (i.e., customer experience) study platform including integrated product, sweepstakes, authentication, database, encryption and e-mail management functionality.
- Performed technical web development including graphic creation, client and server side programming, database entity relationship modeling, and database implementation.
- Performed systems analysis and designed system architectures for lead and contact database management systems, web sites, dynamic content editors and online marketing measurement analysis tracking systems.
- Performed information architecture including audience analysis, end-user task scenarios, functional schematics and communication/functional goals for online businesses including GE's Financial Network, Intuit's Quickbooks Employee Administration, and the beta version of Knowledge Universe's Miavita (no longer publicly available).
- Advised customers on operational and organizational improvements. Restructured policies, procedures, and information flows in accounting and financial reporting cycles.
- Designed and installed microcomputer and minicomputer based management information systems, executive information systems and financial accounting systems for customers in financial institutions, manufacturing, high technology, and professional services industries
- Performed complete site development from design to HTML/JavaScript/Flash, as an independent consultant.
Product Development
- Set product development strategy that generated more than $500,000 in revenue in company's first year despite difficult economic climate for Internet only businesses.
- Generated product ideas and defined strategic content that fit customer/market needs with the company's core values, strengths, and branding. Implemented ideas by leading business/product development, content and technical development, and marketing (including e-mail marketing).
- Developed, seminars, course training materials, customer tutorials, research methodologies and internal corporate procedures for a unique online proprietary customer market research model.
- Worked with executive management to set core values and strategic goals related to product development, branding/marketing, customer horizontal and vertical industry focus, and company partnerships.
Marketing
- Created and implemented HTML e-mail marketing campaigns that successfully generated a 100% response lift from text based marketing campaigns. The campaigns included installing and customizing third-party mass e-mail automation software. Documented e-mail marketing procedures and trained staff using the e-mail automation software templates.
- Designed, developed, installed and documented relational database direct marketing management information systems providing operating and financial information for optimal customer target marketing by customer lifetime or return on investment (ROI) value. These systems generated more than US$1 million in revenue for the agency within the first year. These systems were implemented for Fortune 100 companies including AT&T, American Express and IBM.