9/15 to 3/17
vice president of strategy & business development
ONLINE BUDDIES, New York, NY
Responsible for overseeing marketing department and strategy for the international social networking/dating app Jack’d. Focused on defining and fostering brand identity, increasing app installs across all markets and improving retention and conversion rates.
- Developed market specific strategies in North America, Asia and Latin America that resulted in a 30%
- year on year increase in revenue
- Created and managed $1.2M integrated marketing budget focused on install campaigns, engagement
- initiatives, content creation, influencer networking and events
- Increased percentage of paid users by 25% by working closely with Product Team to maximize value of
- feature set and developed lifecycle messaging to communicate value to members
- Achieved a 12% year on year increase in active users via install campaigns on multiple social media
- channels, and search engines
- Developed price increase that will generate roughly $10K in additional monthly revenue
- Launched the Wicked.online blog as a content partner – generated over 750K unique monthly visitors
7/14 to 9/15
LEFT OF CENTER CONSULTING, New York, NY: a boutique consulting firm specializing in branding and lifestyle for clients including: Winter NYC Antiques Show, Rabb.it, Kangaroo Manufacturing, and Private Gym.
8/11 to 6/14
Director Of Marketing
T101 LTD, London, England: developer of internet sites and mobile apps for men. Brands include Recon.com, The Recon Store, and Trackies.com.
Responsible for user conversion, community engagement, and user acquisition while overseeing creative, social media, pricing structure, and email marketing
To leverage a limited marketing / SEM budget, evaluated, selected and closely managed third party vendor, collaboratively researched competitive SEM landscape, developed keyword choices and ad copy, maintained detailed metrics, and adjusted campaign parameters for maximum results. Result: reduced cost per acquisition by 41% while acquiring roughly 29,000 users with a lifetime value of $230,000.
To increase ROI and conversion rates, developed incentive-based email marketing campaign, produced and tested multiple targeted marketing scripts and incentives for external email and internal site messaging. Result: significantly increased short and long term site usage while generating new recurring revenue of $250,000.
To increase profit margin, managed price increase process, performed industry specific pricing analysis and limited target testing in multiple currencies, discovered optimal price increase and launched globally. Result: achieved 15% gross revenue increase with minimized cancellation rate.
To amplify brand via social media, developed social media strategy focused on fan growth, identified concepts and ideas that furthered customer engagement. Result: increased Facebook fans by over 300% and began leveraged traffic for meaningful partnerships and exposure.
5/09 to 8/11
Head of North American Market
QSOFT CONSULTING, London, England: the parent company of Gaydar.net, an iconic UK based website and a pioneer in the dating category.
Led brand re-launch. Responsibilities included developing creative, media planning, site functionality / UI and IA, service pricing, event marketing, and publicity/PR.
To increase traffic and reintroduce the brand, planned a strategic mix of geo-targeted digital campaigns, multi-lingual SEM, and traditional media, managed media placement to ensure maximum exposure and performance. Result: increased traffic in both North American and South American markets by over 40%.
To produce successful campaign assets, developed engaging, inspirational, and on-trend campaign including securing talent, sourcing photographer and locations. Developed market specific copy, and art direction of final creative. Result: distinguished brand in crowded category while generating buzz and increasing exposure.
To maximize user conversion and site efficiency, developed new functionality and UI, focusing on those that enhanced membership sales including variable recurring billing and pricing incentives. Result: healthy increase in conversion rate and recurring revenue.
To leverage a limited PR budget, coordinated and supervised the development of media communication strategies, targeted press release campaigns, designed media pitches and publicity stunts with agency, successfully engaged tastemakers along with numerous sponsored special events. Result: reached over 600,000 demographic specific consumers.
7/08 to 4/09
While under a non-compete agreement, reestablished NYC residence, volunteered for the Obama campaign and God’s Love We Deliver while enjoying some well-deserved rest and relaxation.
5/03 to 6/08
Director of Marketing
ONLINE BUDDIES, Cambridge, MA: the parent company of Manhunt.net, one of the world’s most successful dating and social networking websites for men.
Responsible for brand growth and development, building and managing a 10 person marketing team, expanding global market share, revenue generation, and developing strategic partnerships.
To increase sales and brand awareness, extended brand through streaming video and e- commerce, generating over $250k annually, Helped develop a Sales Department that generated over $1.5M annual revenue. Negotiated product placement in two feature ﬁlms. Created and oversaw successful price increase resulting in $2.5M in incremental revenue. Result: revenue increased from $1M to $20M annually.
To lead market and category, developed a high-performing team of ten marketing specialists, and an integrated marketing budget of over $4M. Created and advanced a cohesive global strategy including simultaneous multilingual SEM campaigns and world-wide print campaigns. Result: substantially increased global market share and visibility.
To increase global customer base, translated site into four additional languages and developed marketing strategies for 12 key international markets. Developed and managed global ﬁeld marketing team with over 20 representatives, and coordinated hundreds of events worldwide, including a 10 city European tour and a 40 city US tour. Result: became the market leader throughout South America and in key European markets.
To engage members and create a sense of community, managed and created all direct communications with customers including methods to convert members to paying subscribers, creating copy for co-marketing partnerships, sourced vendor for email marketing, wrote standardized, automated email communications. Result: over 40% of user base was active across all key markets.
4/00 to 4/03
ADVANCED COMMUNICATIONS, New York City, NY: the parent company of m4m-world.com, a pioneer in the dating space for men.
Responsible for aggressive market share growth and brand development, creating formal marketing plan and strategy, managing creative direction, and leading local field marketing team.
To expand existing business of a startup, formulated company’s first strategic marketing roadmap and budget of roughly $400k. Created a winning mix of online marketing, event sponsorship, publicity and co-marketing agreements. Result: doubled website trafﬁc in existing major markets.
To increase visibility and create brand identity, developed a groundbreaking illustrated advertising campaign and all related collateral. Researched, scheduled, and negotiated all media buys in online and ofﬂine outlets, and sourced vendors both domestically and internationally for branded premiums. Result: M4M-World became the market leader at the time.
1/98 to 3/00
Field Marketing Manager
FLAIR COMMUNICATIONS, Chicago, IL: a marketing and promotions agency specializing in event marketing and on-premise sampling campaigns.
Led all NYC field activities surrounding product launch for Brown & Williamson including consumer promotions, special events, and collateral development. Managed and trained a staff of 40.
To introduce consumers to a brand, sold and developed 30+ exclusive on-premise contracts where activities included band sponsorships, product sampling, and extensive brand merchandising. Managed and trained a staff of 40+ for aggressive product sampling campaign. Result: reached over 4,000 consumers monthly.
To effectively leverage client’s limited marketing budget, secured sponsorship opportunities such as the New York Underground Film Festival and developed and executed merchandising events with national publications including Interview, Rolling Stone, and Details. Result: reached the hard-to-capture NY trendsetter / tastemaker crowd.
Key Account Manager
KEVIN BERG & ASSOCIATES, Chicago, IL.
U.S. CONCEPTS, New York City, NY.
CREATIVE FIELD MARKETING, New York City, NY.