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SUMMARY
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Results-oriented analytical marketer with impactful experience at Fortune 500 leaders and startups alike. Armed with a Top 20 MBA, an Engineering degree and ten years of experience in areas as diverse as consumer products, e-commerce, entertainment/media, telecom, enterprise software and consulting. Learned from the best, having worked at/with Dell, Intel, GE, Verizon, Comcast and others.
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EDUCATION
| MBA
in Marketing, May 2001
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| University of Texas at
Austin (McCombs School of Business) |
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Study Abroad: Business in Europe, HSG Switzerland |
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| BS in Engineering, May 1994 |
| University of Maryland
at College Park |
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| EXPERIENCE | Measured Path,
August 2008 - Present |
| Arlington, VA |
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| Founder |
| Provide consulting guidance on and campaign execution of marketing, with specific focus on that which can be measured and deliver a positive ROI. Our expertise includes: |
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| -Direct Response Advertising: DRTV, Radio, Print, Direct Mail, Email, Pay-Per-Click and online Affiliate campaigns. |
| -Web Analytics: Helping Web sites perform through the use of tools like Omniture, WebTrends, Google Analytics and HBX. |
| -Database Marketing and Segmentation. |
| -Forecasting, Budgeting and P&L management. |
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| If you can measure it, you can improve it. |
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| Rosetta Stone,
April 2007 - August 2008 |
| Rosslyn, VA |
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| Director - Direct To Consumer |
| Managed the consumer business, the company's largest vertical. Responsible for advertising spend in all channels (TV, Print, Radio, PPC, Display, etc). Full P&L responsibility. Reported directly to the COO. |
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| -Inherited a business that was missing goal by 22%, but left it 18% ahead of goal six quarters later. |
| -Achieved revenue and margin growth through optimization of media spend and sound scaling. |
| -Developed indepth analytics to tie revenues to ad spend, maximizing learnings and improving performance. |
| -Created the vertical's first ever robust forecast. |
| -Hired and trained employees to nearly double the size of the team. |
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| | Exent Technologies,
August 2005 - October 2006 |
| Bethesda, MD |
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| Director of Marketing |
| Managed the Creative and Web teams, while developing and executing the strategy for growth at this online video gaming startup. |
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| -Launched and supported several online gaming services, including Verizon, Comcast and RCN. This included building gaming portals and developing marketing materials & initiatives to drive sales. |
| -Through Business Development efforts, drove 20x growth via integration of gaming offer with Verizon DSL sales. |
| -Reduced churn 28% through Web user interface improvements and targeted email campaigns. |
| -Employed rigorous analytics daily (WebTrends) to improve acquisition and retention of subscribers. |
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| Dell,
September 2002 - June 2005 |
| Round Rock, TX |
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| Global Product Manager - Personal Storage, July 04 - June 2005 |
| Managed CD/DVD
drives on all laptops sold worldwide ($900 mil. business). |
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| -Planned
& executed product launches, ensuring smooth transitions across all regions of the world. |
| -Lead product development efforts to continually meet customer/market demands. |
| -Played key role in developing a next-generation living-room PC (XPS M2010) that will strengthen Dell's brand while delivering very high margins. |
| -Managed my products daily through close ties with
Engineering, Procurement, Supply, Quality and regional marketing personnel. |
| -Drove 20% sales growth through special treatments and features in catalogs and on the site. |
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| -Survived Christmas sales season relatively unscathed, in spite of global supply shortage and defective materials, through coordination with cross functional teams to closely manage supply while shaping demand around the problem areas. |
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| Marketing
Consultant - Advertising Planning & Analysis, July 2003 - June 2004 |
| Key analyst/strategist
for Dell's consumer marketing communications group, with personal responsibility over customer acquisition, marcom
vehicle optimization and budget efficiency. This group manages all marketing to consumers in the US ($12 bil. business). |
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| -Recognized
with the Circle of Excellence Award (top 10% of employees). |
| -Monitored performance of three communications vehicles daily (Direct Mail, Print, TV). Provided all analytic support to the vehicle teams, driving the most efficient mix of marcom. |
| -Lead task force to better understand and reduce online-offline transference (Web surfers who then call to place order). By improving the online experience, increased conversion 33% and saved $5 mil. in call center
costs. |
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-Built the advertising budget each quarter, allocating dollars across all vehicles (Online, TV,
Print, Direct Mail, Retail Kiosks) based on ROI and strategic value. Annual budget ~$500 mil. |
| -Managed the testing roadmap, continually reevaluating pricing, promotion, creative, targeting. |
| -Designed and executed test program to quantify interactions between TV, DM, Print and Retail advertising. Applied learnings to achieve maximal synergies and minimize inefficient spending. |
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| Marketing
Consultant - Direct Mail, September
2002 - June 2003 |
| Head
analyst for Dell's consumer catalog, a top-10 catalog with average monthly
circulation over 25 mil. |
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| -Performed most aspects of campaign management for the catalog. |
| -Developed
and managed testing of a complete overhaul of the catalog's
selection/targeting process. Via aggressive database marketing, this new strategy delivered phenomenal
results: |
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1) 75% year-over-year unit response rate improvement. |
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2) 47% reduction in year-over-year cost-per-call. |
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3) Transformed an ad-hoc selection task into a precise, measurable,
repeatable process. |
| -Drove
continual innovation through design and execution of tests for improvements
in creative, pricing, promotion, frequency and selection/targeting strategies. |
| -Key
member of task force charged to revolutionize the creative aspect of
catalogs. The new books have been wildly successful, generating praise
from customers, partners and the Direct Mail industry. |
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| Independent
Consultant & Instructor, August 2001 - August 2002 |
| Austin, TX |
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| -Under contract with local test-prep company, developed a prep course for graduate business school admissions test (GMAT). Stayed on and taught the course. |
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| Intel,
Summer 2000 |
| Santa
Clara, CA |
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| Marketing MBA Intern |
| -Researched
the Managed Web Hosting industry, then developed a strategy to
enter the market. |
| -Established
marketing positioning for the new suite of offerings. Worked closely
with the marketing communications groups to ensure consistency of the
message and development of the brand. |
| -Gained
valuable insight into Internet business and the B2B dynamic. |
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| Xpedior Consulting / NDC Group, June 1998 - July 1999 |
| Alexandria,
VA |
| Consultant for a boutique firm, having managed the following enterprise software engagements: |
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| Manager |
| Client:
eSpire Communications |
| -Program
manager for the implementation of eSpire's telecom billing system (manages
$200 mil.). |
| -Coordinated
the efforts of 30 consultants. |
| -Recruited,
interviewed and hired permanent employees to support the new system. |
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| Senior
Consultant |
| Client:
GE Information Services |
| -Managed
QA effort on GE's Customer Relationship Management (CRM) implementation
(manages $700 mil.). |
| -Gathered
and documented end-user requirements, then generated test plans for this
effort. |
| -Developed
system rollout strategy and coordinated launch. |
| -Recognized
with the Above & Beyond Award and promoted to
Manager. |
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| Independent Consultant, May 1997 - May 1998 |
| Arlington,
VA |
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| -Developed
and pursued business plan to capitalize on the trend toward digital
publications. |
| -Transformed
a major US regulatory publication into an interactive CD-ROM. |
| -Created
instructional manuals for use in Nextel's national training program. |
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| Association
of American Railroads, March 1995 - April 1997 |
| Washington,
DC |
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| Design Engineer |
| -Spearheaded
the turnaround of a critical industry publication, making it profitable in
just 3 months. Honored with the Continuous Quality Improvement
Award. |
| -Oversaw
the development of a key software application under federal mandate. |
| -Presented
on behalf of the Association at conferences/meetings throughout North
America. |
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PERSONAL | Very outdoorsy and active; work hard-play hard personality; well traveled; conversant in German |
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| Cities lived in: |
Countries visited: |
| Austin, TX |
Too many to list |
| St. Gallen, Switzerland |
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| San Francisco, CA |
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| Washington, DC |
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| Karachi, Pakistan |
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| Goettingen, Germany |
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