Overview

Twelve years’ experience defining and driving complex interactive initiatives across business, marketing, creative, IT and executive-level contributors. High-degree of success achieved in both client and agency-side environments.

Interactive Roles

Able to very effectively back-fill interactive group leader or individual contributor needs in the following areas:

• Interactive, User Experience, Content and Social/Emerging Media Strategy

• Large initiative management

• Web Marketing/Planning

Proven Interactive Expertise

• Definition/execution of content, marketing, UX and social media strategy for B2C, B2B and “B2Both” initiatives.

• Lead migration and/or development of large-scale interactive properties to include: experience, architecture, content, features/functionality and marketing.

• Cross-platform strategy and management to include: web, email, sitelets, portals, advertising, viral, video, social networks, social shopping, blogs/microblogs, collaboration/community channels, UGC, mobile ads/apps/sites, kiosk, SEO/SEM, self-service and more.  

• Consistent lift in brand awareness/advocacy, leads, conversion, retention, and cost savings against set metrics.

• Identification/evangelism of interactive opportunities; selling of solutions to high-level client/internal stakeholders.

• Development/management of collaborative client and stakeholder relationships (internal and external.)

• Performance of industry, stakeholder and user interviews and competitive, corollary, qualitative and quantitative analysis to form holistic, on target recommendations.

• Redefinition of offline business processes and messaging, achieving complementary online self-service and campaigns.

• Building/managing interactive teams and workflow processes.

• Bridging dialog with IT, communications and business teams to ensure cross-company advocacy and success.

• Selecting and managing external vendors and agencies toward stellar execution.

• Industries: retail, CPG, telecom, sporting goods, legal, financial services, education, manufacturing, media, banking, healthcare/medical, small business management, architecture/engineering, software, hardware.

Key Accomplishments

• Developing forward-looking Best Buy social/emerging media strategy and managed UGC marketing efforts with a focus on cross-platform integrity, content consistency, viral activity and increased user engagement and sentiment measurements.

• Defined a focused social media strategy for Ameriprise that alleviates common industry compliance concerns and successfully extends brand advocacy, thought leadership and critically, candidate outreach.

• While meeting rigorous legal standards, led Ameriprise acquisition of H&R Block Financial Advisors as it pertained to online branding, content and client synergies on both Ameriprise.com and HRBlock.com.

• Defined and led business, user, content and experience strategy for  Manhattan Toy’s flagship Groovy Girls dolls, launching a highly immersive and competitive “bricks-to-clicks” rewards-based online gaming/chat community. Additionally wrote all requirements and content, and drove test planning/execution.  

• Created internal workflow processes, templates and tools to allow Hasbro’s interactive team to function as an “internal interactive agency.”  Developed strategy roadmap for Hasbro.com community-based, multi-segment approach.

• Developed online go-to-market strategy for Deluxe.com, facilitating a business shift from decades-long checking to SME marketing solution provision.

• Developed strategy and managed execution for Thomson West e-commerce experience overhaul; achieved C-level buy-in to redesign all of West.Thomson.com, bringing thought-leadership to the forefront of brand association.

• Developed social media roadmap for Nike Bauer.com, targeting the young male market “where they live” online.

• Sourced, hired and managed internal interactive team as well as developed interactive processes and multiple-site integration strategy for Valspar.com, amid a $3M global re-branding, moving from a B2B to a B2C focus.

• Managed and redefined Target’s email (marketing and triggered) and online banner content and creative process; developed highly successful modular approach for testing efficiency.  25 emails, 250 banners per month.

• Managing 11 internal and multiple third-party resources, leveraged $3M budget to increase ADC’s combined online revenue and cost savings from $1.2M to $16.7M; drove 400% increase in online qualified leads, in two years.  Included all public/partner sites.

• Have managed up to 11 internal resources, 32 web sites consecutively and $3M annual budget.

Want to know more? Contact me.