Kim Santos



953 Boston Post Road, Mamaroneck, NY 10543 • 203.910.3674 •

ONLINE MARKETING and E-COMMERCE DIRECTOR with an MBA and nine years’ experience driving consumer loyalty, subscriptions and revenues for leading web brands and launches.Change agent, proven at initiating and growing large-scale e-tail initiatives and new products/channels across a multitude of verticals.Areas of expertise include:

• E-Mail Marketing                                 • Product Development

• E-Newsletters• Affiliate Marketing

• Channel Strategy• Lead Generation

• Reporting Systems/Standards• Database Marketing

Work History

Work History


Senior Marketing Manager, Digital                                                                    June 2004 - Present

Recruited to manage online consumer marketing and increase membership for Reader's Digest's diet program, ChangeOne. Awarded additional responsibilities, including oversight of P&L for ChangeOne; P&L for the Books and Home Entertainment division; and management of the Reader's Digest Store.  Report directly to the VP of E-Commerce.

E-Commerce Accomplishments

  • Oversee all aspects of online store, launched in 2006 in cooperation with the company's "Books are Fun" division. Store features up to 2,000 products, including books, magazines, artwork, music, DVDs, home and garden products and jewelry. Grew e-commerce revenues, jointly, more than 200% each year, from 0$ to $3MM.
  • Manage online marketing, strategy, budgeting, P&L models, creative development, fulfillment and media negotiations for the Book and Entertainment's online sales efforts.

Marketing Accomplishments

  • Grew email database from 3MM to nearly 8MM in size.
  • Oversee four e-newsletter programs for the company's flagship site,
  • Manage retention programs, email marketing and all other marketing initiatives to maintain subscription base for ChangeOne product.
  • Initiated and created corporate-wide email best practices for all U.S. brands (, Rachael Ray, Purpose, Taste of Home, and others), including contact strategies, compliance issues and cohesive brand messaging. Presented guidelines to all divisions across the country.

Operational Accomplishments

  • Led major database integration project, matching offline purchase behavior data with online data. New metrics allow for better analysis, segmentation and modeling.
  • Created and developed the company's first-ever email database reporting system to better track and present monthly, and year-over-year, growth to executive management team.
  • Renegotiated email service provider contract, saving company 72%, for a total of $800K.


Marketing Manager                                                                                      March 2003 - June 2004

Product Manager                                                                                           April 2001 - March 2003

Assistant Product Manager                                                                            May 2000 - April 2001

Promoted to take on increased responsibility in marketing, e-commerce and product management for, and  Reported directly to the Group Vice President of Direct Marketing, Database and Research.

E-Commerce Accomplishments

  • Recruited internally to supervise iWon and Excite loyalty and e-commerce programs, including iWon and Excite shopping channels, iWon Reward Points and iWon and Excite Cash Back programs.
  • Managed $7MM budget and all financial reporting for Loyalty and E-commerce businesses, with a direct report into the Group Vice President of Loyalty Programs.
  • Held direct oversight over "iWon Reward Points Store," which had more than 3,500 products ranging from electronics, jewelry, appliances, sporting goods, music, toys, food and flowers.
  • Sourced, tested and selected all products in iWon rewards stores and shopping channels, managing relationships with more than 40 merchants and distributors, including Sony, Swiss Army, David's cookies, Vermont Teddy Bear, ProFlowers, Dole, Wenger and
  • Directed seasonal rotation for merchandising specials, including forecasting inventory levels and managing on-site marketing and promotion schedules.
  • Negotiated and selected pricing and margins, through competitive and historical data analysis, for all vendor relationships.

Marketing Accomplishments

  • Managed team in overseeing optimization of acquisition campaigns for over 60 publishing clients (including BMG, Time Inc. and Columbia House) for IAC's recently acquired lead-generation company - Targeted Media Solutions. Translated business requirements and provided customized solutions for each client, ahead of proposed schedules.
  • Directed creative and production for client campaigns and oversaw post-campaign reporting and analysis for all clients.
  • Developed comprehensive business reporting systems for Targeted Media Solutions product from the ground up and communicated regularly with clients to report on their campaigns' effectiveness.

Product Development Accomplishments

  • Built and launched new feature channels, including Music, Celebrity Gossip, Radio, Lottery and Magazine Stand. Analyzed business requirements and coordinated product build-out from conception thru completion for each channel.
  • Prepared and analyzed competitive and market data, in order to determine content, design, user-interface and programming essentials.
  • Sourced and negotiated content deals with, Rolling Stone, and AMI.
  • Launched shopping channel on iWon, including sourcing third-party vendor, integrating co-branding strategy, evaluating product offering and overseeing on-site promotions.


Affiliate Operations Analyst                                                                                 July 1999 - May 2000

Network Authorization Administrator                                                          August 1995 - July 1999

Promoted to analyst position within the television division with a line report into the Director of Affiliate Marketing and Operations.

Operational Accomplishments

  • Identified distribution opportunities and analyzed impact of sales incentives on distribution and Multi-Systems Operator strategies with respect to digital and advanced analog offerings.
  • Developed web-based reporting tool for sales and senior management.
  • Coordinated with Finance to institute Oracle Financial Analyzer for better reporting and budgeting. Trained divisional Directors and VPs.
  • Saved company $250K annually by implementing new sport event blackout procedures.


Southern Connecticut State University, New Haven, CT

Received MBA in 1999; BS in Marketing in 1994.