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Work experience

Jan 2002Present

Internet Marketing Consultant

LEFT Internet Marketing

Database Marketing- Working with AOL Web Properties, Expert Insight, and others

  • Developed online direct marketing programs to meet objectives of various programming and management projects. The most successful pre-order campaign ever for a launch of a Netscape browser was achieved.
  • Managed existing direct marketing campaigns to various member databases; process included identifying opportunities, designing program specifics, implementation, and reporting results.
  • Provided the database marketing component of several AOL programs, such as Mobile AIM, the launch of Love.com, and member signups for CompuServe.

Affiliate/Search Marketing

  • Established several programs which purchase keywords on various search engines, driving traffic to sites which pay affiliate bounties, achieving a profit margin of over 100% on a consistent basis.
  • Developed several commercial websites designed to maximize Search Engine Optimization in order to attain traffic for affiliate programs.

Online Video Marketing:

  • Developed the concept and programming for original content for various sites including FoxxyNews, FoxxySports, YourNew.TV and others.
  • Secured video from outside producers, establishing business relationships and finalizing legal details.
  • Developed and executed the marketing plans to build the audience for .the video web sites, including search marketing, PR activities, using video sharing and social networking sites, online advertising, and marketing promotions with established brands and other web sites.
  • Established various means of monetization of the web site traffic, including advertising and sponsorship promotions.

Online Non-Profit Marketing:

  • Developed political campaign web sites for the 2008 election designed to build awareness in specific communities such as Returned Peace Corps Volunteers and Community Service Volunteers.
  • Created an online program to promote cause marketing through cable televisioin advertising.
  • Launched a public service site which provides an online resource for volunteer community service opportunities.
Oct 1999Dec 2001

Sr. Direct Marketing Manager

Netflix
  • Developed and implemented a program of on-line direct marketing designed to generate membership, increase retention, and reduce customer service interaction.
  • Worked with the product management group to provide a means of communication to the existing membership of new programs and site features.
  • Designed and developed testing programs to increase response, establishing a direct marketing system which produced a significant portion of all signups.
  • Developed a member communication series designed to generate program use, and therefore stimulate member retention.
  • Developed infrastructure with the engineering group to increase the volume of email as well as introduce new database driven programs.
  • Implemented an aggressive testing program, which is used to increase response for all email programs. Testing included copy, lists, and offer.
  • Filled the role of email expert within the company, providing information on the value of email marketing to all levels of management.
Jul 1998Oct 1999

Direct Marketing Manager

Netscape, Inc.
  • Worked with top management in identifying the strategy of membership marketing to meet company objectives.
  • Set and met objectives of the direct marketing group in the area of service/membership signups, traffic generation, and revenue generation.
  • Managed direct marketing campaigns to the Netcenter member base; included identifying opportunities, designing program specifics, implementation, and reporting results.
  • Acted as liaison with other internal and external groups to achieve company goals; internal groups included Client marketing and International; external marketing partners included FedEx and Citibank.
  • Supported the continuing development of the direct marketing infrastructure from a marketing perspective.
  • Participated in the selection and implementation of the Annuncio campaign management system.
  • Provide information on competition through external contacts, attending conferences as well as speaking engagements.
Jan 1994Jul 1998

Sales/Finance Manager

Packard Bell - NEC
  • Developed and maintained the Contribution Model which was used to plan, report, and analyze the profitability of the company. Format was used for model, customer, and total company profitability analysis. Model was expanded to include all business operating units. Variance analysis was conducted to explain actuals.
  • Prepared pricing analysis for all proposed and existing computer units for Packard Bell and NEC, establishing guidelines for profitability. Process involved forecasting sales prices, unit quantities, cost of materials, and cost of other various components.
  • Prepared financial plans for computer/monitor sales to the Retail Channel, including P/L, balance sheet, cash flows; reported variances for each to plan on monthly and quarterly basis for major stockholders.
  • Coordinated sales of excess system inventory, including identifying excess product.
  • Supervised one analyst.
19901994

Manager of Direct Marketing, Market Research, and Budgets - Advertising Department

HOMEBASE
  • Managed direct marketing programs: budget of $2 million with 3 million pieces mailed; included planning strategy, securing management approval, analyzing results, selecting outside agency and supervising program execution. Responsible for the HomeBase Credit Card, American Express, and New Homeowners Program.
  • Managed corporate marketing research program.
  • Directed the introduction of the American Express Card and the HomeBase Credit Card, including contract negotiation, computer system updates, training programs, and execution of marketing plans.
  • Managed the sponsorship of Mighty Ducks NHL hockey team.
  • Supervised a staff of three.

Education

Aug 1975May 1978

B.S.

Video

Client Web Sites

Client Email Projects

Summary

I have several years of internet marketing experience at some of the largest internet companies:  Netscape, Netflix, and AOL.  I have also worked for the past 6 years as an independent marketing consultant with many clients, large and small.

In particular, I have been responsible for creating and implementing many online marketing programs. These programs have been designed to build web site traffic, generate sales, and increase customer retention.  All of the programs I have developed have had significant testing components as this is the best way to generate an increasing level of response to meet the program objectives. 

My work has included:

  1. Developing the first email direct marketing program at Netscape Netcenter to market web site programs to users of the browser
  2. Developing and implementing several direct marketing campaigns which were used to launch the Netflix subscription service
  3. Creating and implementing an email marketing campaign used by AOL Instant Messenger (AIM) to improve usage of Mobile AIM.
  4. Creating and implementing an email marketing campaign for the launch of the AIM Love.com dating site

In addition to these projects, I have developed successful affiliate marketing programs, both as an affiliate and for various clients. My experience also includes search marketing programs, where I have purchased keywords through programs such as Google AdWords and have used Google AdSense as a means of generating program revenue.

I have also worked on building online communities through various social networking platforms such as Facebook, Twitter, and YouTube. In the next few weeks we will be launching our first Facebook application to generate revenue using this platform.

These same techniques could be used for your programs and services.  By creating, implementing, and continually testing the response to a well organized marketing program, it would be possible to increase sales, build awareness, gather information, and increase the lifetime value of your customers.

I am currently located in Southern California (Burbank) but I will be willing to relocate for the right opportunity at my own expense.