I offer 14+ years of solid strategic marketing vision that helps bring brands to life. Using a variety of direct marketing methodologies, I deliver a suite of project management, creative and technical knowledge in the field of online marketing and interaction design. I excel at creating effective user-centered experiences that powerfully present a client's brand to support/lead strategic marketing and business initiatives. Additionally, I bring a proven project management process that delivers efficiency and effectiveness.

Lead the Interactive division of an integrated marketing agency. Responsible for overall growth of project managers, designers and developers. Manage P&L of group. Member of the agency management team.

Provide strategic vision, creative ideation and execution by bringing traditional offline marketing campaigns to life in the online environment for insurance, financial, loyalty clubs, and retail clients; Allstate, US Bank, HSBC, Quill, Capital One, Rewards Network

• Responsible for contributing and growing The Marketing Store’s Interactive Marketing department; Increased gross billings 42% from mid '04 through end of  '06
• Strong focus on business development initiatives ( McDonald’s (Global and U.S.), DeVry, Kohler (China), PetSmart, Miller)
• Managed six full-time employees (group started with two FTE’s)
• Created and fostered strategic partnerships with multiple third-party vendors to augment service offerings (online banner media, SEM, email marketing, affiliate marketing, SMS, blogs, hosting, Web and Db development)
• Handled all online media planning initiatives for entire agency (PetSmart, Miller Brewing, Verizon Wireless, Eureka, R-E-T, JDC)
• Experienced with leading ad serving software such as DART, AdBureau, MediaPlex and Atlas
• PetSmart Smart Nutrition Selector: Planned, designed, developed, hosted and maintained a sophisticated (Flash and JBoss) pet food selector tool
  • Currently a mainstay on the PetSmart.com site
  • Transformed the application into a retail kiosk (Flash, Director and MySQL) set for national rollout in 2007
  • Created a robust tracking and measurement system (online and kiosk ) that tracks every user experience
• Responsible for day-to-day client contact and financial P&L for PetSmart account
  

• Managed and oversaw the governance of the UAL contact strategy for all commercial e-mail campaigns
• Solicited an email service provider through a full RFP process and negotiated terms of selected vendor (YesMail)
• Conducted an email append and ECOA (Equifax); Increased permissioned database by 61% (2.4 million addresses); Delivered 500% over goal
• Developed strategic planning and led the implementation of a Mileage Plus e-mail acquisition program
• Utilized segmentation, targeting and testing models to gain highest level of response rates and ROI
• Led the UAL consumer email content and contact strategy committee
• Provided recommendations applying a deep knowledge of email marketing best practices
• Collaboratively developed 2003 and 2004 UAL email business rules and channel goals
• Ensure the UAL email channel is in compliance with the 2003 CAN SPAM Act
• Drafted the online business requirements and information architecture of an enrollment simplification process for two loyalty programs: Mileage Plus and TedClub
• Supervised the execution of multiple cell mailings, in multiple languages (up to eleven different languages), and targeting parameters based upon an acquisition and retention model

141 Worldwide (formerly Davidson Marketing)

• A founding member of a new division of 141 Worldwide through acquisition and merger—defining capabilities, processes and responsibilities
  -- Helped grow the department from one employee to 30+ within two years
• Designed and developed the department project management process
• Coordinated, negotiated and managed hosting contract and Web farm of all agency/client sites

• Led CPG strategic e-marketing, Internet consultancy and technical direction for the execution of online (B2C) Kraft initiatives/promotions
• Managed teams of project managers, account service, creative and development associates
• See examples of Kraft Foods projects at http://www.idolin.com

• Led the Microsoft account team—fostering existing relationships and business development
• Provided strategic marketing and technical consultancy for Microsoft promotional initiatives
• Project managed all internet related projects--Produced projects through entire e-marketing cycle: discovery phase through delivery

Microsoft: (jun '99 to dec '00)

• Contributed to doubling agency revenues
• Project managed all Internet related projects—took projects from discovery phase through delivery
• Produced award winning sites based on acquisition/retention marketing models—See examples of Microsoft projects at http://www.idolin.com
• Worked seamlessly with Microsoft advertising, event marketing, public relations agencies to produce integrated promotional marketing programs
• Integral part of the Windows Me product launch team:
  -- Designed content and structure for a 25 city
      traveling tour/event
  -- Produced two promotional sweepstakes Web sites: including
      a scratch and win game
  -- Developed the official Windows Me screensaver
  -- Produced retail and consumer videos

Procter & Gamble: Pert Plus: pertplus.com

• Developed and managed a $1 million online sampling/promotional campaign designed to reposition Pert Plus and encourage trial--converted 60% of consumer visits to sampling/sweepstakes registrants
• Negotiated and coordinated over 40 million online media impressions necessary for ROS, content nesting, sponsorship and partnership opportunities
• Collaborated on a back-end Oracle database architecture designed to capture, track and measure all consumer information and lead generating referrals
• Structured and implemented a consumer-to-consumer email referral and outbound relationship marketing program intended to encourage trial and measure the effectiveness of referral email marketing
• Co-wrote Web site, outbound email and ad banner copy
• Integrated an online campaign into a previously designed offline campaign
• Facilitated conversations leading to a six-month hosting agreement

• Supervised the development of a Web site and online media campaign supporting an offline Microsoft Barney ActiMate promotion
• Drafted site architecture and collaborated on the graphic user interface
• Co-wrote online ad banner copy
  

• Successfully led and guided new business development (RFP) efforts for;
  -- General Motors: OnStar:
  Awarded an interactive kiosk project demonstrating the OnStar service at retail
  
  -- Encyclopedia Britannica eBLAST and Britannica Online:
  Awarded AOR to develop and execute online promotional programs

• Developed Brand Guard v1.0—an online application allowing QSR partner agencies and QSR Owner Operators the ability to customize and order graphics, POP, direct response kits and translites:
  --Participated/Led in defining and drafting requirements/concept, technical specifications, design requirements, marketing plan and training support
• Designed navigational architecture and produced CD-ROM demonstrating the Brand Guard application for annual McDonald's tradeshow; Orlando 1998

• Gathered information, defined scope, determined functionality and development tools, drafted information architectures and supervised content development/creation of pages for each project
• Coordinated and oversaw quality assurance testing
• Designed and developed content management plans, as needed
• Responsible for interviewing, hiring and managing appropriate freelance staff, as needed
  --Digital Marketing @Frankel (1997)
  --Frankel.com (1997)
  --U.S. Postal Service: Holiday (1997)
  --Visa Restaurant
  --Amoco Intranet

• Co-managed the Eighty Eight brand team
• Planned strategies, developed concepts and executed Frankel's first direct response program designed for Oldsmobile. Generated a 4.5% response rate
• Collaborated on copy
  

• Authored business plan to generate an annual $1 billion revenue by year five
• Managed third-party vendors and internal resource groups to design and develop an extensive kiosk and Internet shopping and delivery application
• Developed merchant recruitment strategies, criteria and materials
• Responsible for negotiating and servicing partnerships with Deliver America merchants: Microsoft, Service Merchandise, Fannie May Candies, Harry and David, U.S. Mint, Paul Fredrick and U.S. Postal Service
• Conducted two field tests utilizing six kiosk locations throughout Atlanta, GA during the 1996 Olympic Games and Holiday season rendering measured results yielding 10-20% sales conversion rates
• Conducted post-program analysis and focus groups
  

• Managed all Group Business direct mail and print efforts
• Developed direct marketing strategies and proposals
• Assembled all estimated project costs and monitored budgets
• Supervised an Assistant Account Executive and summer internship program
  

The Chicago Board Options Exchange

• Managed account handling, strategic development, production and media supervision for all direct mail and print efforts
• Instrumental in concepting and developing a CD-ROM for LEAPS product

Additional Accounts:

• Volkswagen
• Peapod
• MCI

achievements & awards

'04: Panel speaker, representing United, at the 2004 Chicago Association of Direct Marketing (CADM) on Perfecting the Email Channel

'01: Promotional Marketing Association Silver Reggie Award for Best Interactive Promotion: MSN/The Encarta Bee Challenge

'00: Promotional Marketing Association Silver Reggie Award for Best Interactive Promotion: MSN/New York City Marathon Co-Branded site

'00: Promotional Marketing Association Silver Reggie Award for Best Regional Promotional Campaign under $500,000: MSN/New York City Marathon Co-Branded site

'99: Gold Medal for Best-of-Best Interactive Media at Ad-Tech, San Francisco: Pert Plus

'99: CASIE Award Best Packaged Goods Web site: Pert Plus

'96: Recipient of Frankel's annual Buddy Award: "Outstanding Marketing Program of the Year" United States Postal Service: Deliver America