Growth Strategies / Project Management / Relationship Management / Change Leadership / Analytics / IT & Systems / Social Media / Startups / SEO & SEM / Service Operations Leadership / Team Building
Profound accomplishments in the leadership of multiple projects utilizing digital marketing, SEO/SEM, demand generation, call & email campaigns in startups, agency environments and for established B2C & B2C businesses. Skilled in the design and execution of innovative growth marketing and other programs to reduce costs, drive demand, increase sales and deliver profits. Can contribute by:
Managing highly-complex marketing projects to time and on-budget completion
Spearheading change to improve marketing and sales lead generation performance
Designing and launching integrated digital marketing programs that produce results
Recruiting, training and leading top performing marketing teams
Hardworking, goal-oriented and calm under pressure. Create a stable work environment, set achievable goals, measure performance and reward top performers. Received a BS degree in Physiology and Neuroscience from the University of California, San Diego. Substantial additional technical and leadership training.
Selected Accomplishments and Career Overview
VP, Acquisition, AcademixDirect, Inc., 2015-2016. Led programs in audience acquisition, traffic and marketing across the organization and for clients. Rebuilt marketing team and made contribution in paid media acquisition, marketing analytics and development of internal 100+ seat call center.
Dramatically, reduced cost per lead. As VP Acquisition, identified numerous internal hurdles to profitability. Reviewed functions such as hiring, training and service vendor contracts impacting call center and marketing operations. Vetted and replaced vendors, trained staff for more effective customer engagement and cut cost per lead 30%.
Streamlined marketing processes. Reorganized AcademixDirect marketing team, hired new talent and implemented new marketing stack. Successfully streamlined operation to improve process, performance and accountability.
Digital Marketing Strategist & Principal Consultant, Motoz Digital Media, Inc., 2012-Present. Development of integrated digital marketing strategies for B2C, B2B and higher education accounts with a focus on growth marketing, data analytics, search marketing (SEO & SEM), social media, audience targeting and more to deliver improved ROI for digital investments.
New marketing strategies reduce cost-per-app by 90+%. Motoz Digital Media higher education client lacked analytics on $1.5M marketing budget. Worked with IT, marketing and admissions to implement changes that dramatically improved performance tracking. Reduced wasted marketing spend across-the-board, leading to a three-year contract renewal.
Aligned SEO & SEM in turnaround effort, increasing organic traffic 45%. Managed client relationship to turnaround organic performance. Met with key players to realign goals for both SEO and paid search strategies. Introduced real-time reporting and took over management of SEO team. Organic traffic increased 45% first year.
Director of Media, Altius Education, 2011-2012. Led digital media strategy with primary focus on driving leads for student enrollment for a for-profit online university focused on becoming America’s Transfer College by providing a network of accredited universities where students could transfer. Growth strategy included SEO, SEM, paid social, audience retargeting and email marketing. Among contributions:
Successfully partnered with international agencies in Korea, Japan and India. Altius Agency wanted to expand international digitally and on the ground. Partnered with Asian and other international partners to develop content and execute digital buys and offline campaigns. Successfully developed an international student base.
Director, Online Media, Monster World Wide, 2009-2011. Directed paid media strategy including forecasting. Focused on education lead generation for Monster Communities, Fastweb.com and Education.org properties. Managed three direct reports, fourteen indirect reports and a $20M annual budget. Key contributions:
Increased revenues 100% year-over-year. Various marketing arms of Monster World Wide needed to improve coordination and regulatory compliance. Launched new platform with integrated reporting and new lead scoring capabilities. Improved compliance and quality to attract larger sales contracts. Doubled annual revenues
Launched 20 new websites to balance lead flow volume and quality. Monster Worldwide was looking to balance lead flow. Played a key role in building new content and launched 2,000 new pages for Monster Communities. Organic leads reached 30% of overall traffic with less dependence on paid traffic Met 100% of goals.
Earlier: VP Operations and Cofounder for Split P Media an online & mobile marketing firm, 2006-2009. Prior experience in business development at NextClick Media and at start of career with Quinstreet in sales & account management roles. Accomplishments from this period include:
New SMS mobile marketing platform produces 1 million messages per month. Recognized a clear market opportunity, raised $500K in seed money and established Split P Media LLC. Worked with developers and built out an affiliate network hosting 3rd party offers. After 12 months, volume was 1 million mobile messages monthly and company was operating at 50% margin.
Startup NextClick Media grows quickly from zero to $12M annually. Built new consumer subscription business in skin care from a cold start. Utilized $1M in seed money and partnered with two firms for product support. Built small marketing, product and fulfillment teams and launched proprietary offers to grow business rapidly to $12M annually in 10 months.
Built multiple lead generation verticals. Led major elements of the development of lead generation verticals in higher education, consumer finance and home improvement while at Quinstreet. Optimized distribution channels including email, PPC, SEO and display to consistently meet or exceed 100% of plan each month. Company was on solid footing well ahead of board targets.
Personal: Lead an active lifestyle – sailing, snowboarding, hiking, mountain biking, backpacking and golf. Studying for my pilot’s license.
References: A list of knowledgeable personal and professional references is standing by to assist decision-making.