Matthew Peterson

Integrity Media, Mobile, Alabama, 2007 to 2010

www.IntegrityMusic.com

Integrity Music is the largest independently owned record label distributed by the Sony Music Group.With five global offices, I successfully served as a Marketing Senior Director, conceptualizing brand strategy and implementing marketing tactics for Integrity Media.  Market research and consistent measuring of feedback was used to drive initiatives. Utilizing interactive marketing through social media outlets, our team set the bar, leading industry competitors in online branding and sales.Directly responsible for the oversight of several key brands allowed me to launch multiple media tools designed to fit each brand uniquely.Social Media success, from Facebook to Twitter to YouTube, resulted in positive online growth and interaction with our key consumer and business base. My recent development of the company’s sales site under a new url in 2008 has grown quickly to 38,000+ absolute unique visitors per month with sales goals exceeding planned budget by 7+%. My group has grown the online presence for all of our artists and brands with followings on twitter as high as 30,000 per artist. Increased ROI for online initiatives was a key target hit while developing Integrity’s online strategy. With a host of 200+ owned urls, organizing the corporate architecture and branding structure online has been a key accomplishment. My recent campaigns in 2010 have included marketing initiatives for the Integrity Music online learning institute, the launch of a digital interactive magazine, social media promotions, and development of a branding site for Integrity’s most profitable line. As a results-proven leader, skilled in the areas of content development and creation of video, audio, print, online and interactive media for promotion and branding, I have made strides in the arena of new media.

Senior Director of Digital Sales and Marketing

Senior Director of E-Commerce

Editor in Chief, Integrity Digital Magazine

·Marketing team creative lead launching interactive online learning institute

• Creative design, marketing, and brand management
• Social Media expert management
• Application development and marketing launch campaign development and execution 
• Managed a division of 8 employees, comprised of an interactive design team, user-interface developers, marketing strategists, and outside consultants
• P&L Responsibility in sales, expense, cash flow, budgeting, and forecasting
• Implementation of IBM WebSphere offering with the widest range of portal technologies for enhanced development and maintenance of B2C, B2B and B2E offerings
• Launch of digital initiatives, providing solutions for content creators to effectively utilize technology platforms to showcase and deliver content to readers and advertisers
• Performed legacy overhaul and new site-design oversight for Magento Commerce implementation
• Implementation of online branding and messaging techniques consistent with digital compliance goals
• Conducted corporate-wide social media management in response-oriented campaigns
• Served as a SEO / SEM expert with consistent organic growth and 500+% ROI on paid search terms
• Digital Initiative Project Management from conception and design to implementation, customization, and daily management ensuring accuracy of finished products, vision alignment, and marketing campaign execution
• Interfaced with teams of external third party vendors to implement creative and branding for increased sales on the following platforms and code bases: IBM Websphere, Magento Commerce, PHP based Sites, Joomla, Flash, and ASP.net

Reporting directly to the CEO and President, charged to grow the business and protect the bottom line, I grew sales, visitors, customers and our online presence. I developed and implemented procedures in all areas of the business, including the creation and roll out of an Annual Budget, Customer Service Manual, Shipping Manual, and Employee Personnel Handbook.Applied focused effort on core concept development of new revenue generating sites, along with the accounting and sales management of our 2000+ affiliate stores, and 900+ store system sites. I grew the flagship site to an overall US Alexa rating below 10,000, making it one of the top visited sites in the country in 2007.

General Manager

• Developed and implemented creative marketing strategies resulting in 58% sales growth over 3 years
• Responsible for oversight of BooksChristian.com, and developed integrated sales opportunities between brands for increased revenue
• Managed a staff of 35 including 5 Managers, Marketing Team, Sales Division, Information Systems Development, Call Center Associates, and Shipping Facilities Personnel
• Strengthened relationships with critical industry partners to capture a greater market share
• Managed buyers and product purchasing related to product sales initiatives
• Negotiated favorable contractual vendor rates and terms, and also specific promotions
• P&L Responsibility in sales, expense, cash flow, budgeting, and forecasting
• Responsible for Key Plan Development
• Managed applications with proprietary usage of Artist Systems and Store Systems 
• Other key sites developed: www.bookschristian.com, www.musicountry.com, www.skyroo.com

First Tennessee Bank/FHN is a comprehensive provider of financial products and services for the investment and banking community. In 1998 Synaxis Group was formed as a holdings company, and through acquisition grew quickly to now the 8th largest bank-owned brokerage firm in the country.Hired directly by Synaxis for their first “start-up” within the 12-agency brokerage firm, First Horizon Insurance Services Inc, I assisted in the set-up of a data center utilized to track customer sales information and loyalty buying consistency

Small Business Specialist

• Initiated work flow process and data derivatives to organize product information to benefit company promotions, product changes, and consumer purchasing incentives
• Creative marketing print developed to be utilized by the call center, capable of directing 100,000+ referrals from FTB
• Conducted advanced market research, post release, resulting in additional offering which included health insurance, business financing, payroll services, and investor relations
• Provided detailed interactive presentations nation-wide to potential companies initiating cross-promotional, cross-selling opportunities
• Thrived as inside-sales marketing leader, identifying benefits of coupling partnered product launches with direct sales of financial products
• Position required relationship building across multiple organizational levels from data analysts to internal executives and bank managers
• Sales management of internal sales
• Licensed for Life, Health, Property and Casualty Insurance

Cincinnati Financial Corporation is one of the nation's leading property and casualty insurers, based on revenues, and operates through six subsidiaries. Responsible for territory profitability, I accomplished underwriting goals by generating increased revenue and serving local offices to close business.

Commercial Lines Underwriter

• Worked with local offices to increase agent sales
• Measured the loss ratio of all policies in my territory to decline unprofitable lines
• Served as Underwriter for Commercial Lines of Insurance in Michigan
• Certified Ins 21, 22, and 23
• Received extensive training in Risk Management Assessment