No company affiliations.
Deep experience in BOTH online and offline marketing strategies and tactics. Why it matters? We can aid clients in scaling E-COMMERCE COMPANIES who are at the intersection of needing both digital and "mass" marketing chops to take customer acquisition to the next level while mitigating risk via analytics and experience. Clients (past and present) include: www.liiv.com - Get your mind, body, and financials in shape with liiv! www.vitacost.com - Leader in e-commerce for vitamins, supplements, organic food www.AmeritasCollege.com - For Profit College serving Hispanic students www.DentalPlans.com - Leader in alternative to Dental Insurance Namimedia.com - Technology platform offering turnkey management/marketplace for PPC Networks LendingTree - Leader in Consumer Mortgages - Creating DRTV and Radio ads Www.velocify.com - Leader in SaaS B2C sales automation software ConsumerReports Magazine www.Chegg.com - VC-backed leader in College Textbook Rentals - online video creation work www.Tula.Co - Outsourced Expert Technology Teams www.Care.com - Direct Response Television Campaign www.Vuezone.com - Personal home video network www.6weekbody.com and www.myfoodlovers.com - Direct Response consumer marketing in the Weight Loss and Health vertical www.Forex.com - Retail Foreign Currency Trading www.JobVite.com - Social Job Search and Management www.PCMALL.com - Electronics Retail Specialties: National Cable TV and Radio Creative Development and Media Buying E-commerce and Lead Gen Strategy and Execution Digital Marketing - the full spectrum Continuity Programs
Founder and Managing Director of The SoundView Group, a marketing consulting firm whose primary business is working with clients in the e-commerce/online transaction or subscription business (drive to web and/or call centers) who are seeking to maximize their ROI and profitably scale their business. We provide strategic consulting as well as tactical implementation, and in select cases serve as Acting VP Marketing for longer-term engagements.
The Soundview Media Group was a TV media buying agency for clients who wanted their commercials and media buys to be evaluated and optimized on a performance basis that includes web or App Store visits/downloads, conversions, and sales rather than on brand awareness alone. We buy :30 and :60 TV inventory on all National Cable Networks and optimize network and day part placement over time. Our mission is to use TV to scale customer acquisition in an accountable, testable, and result-driven manner. The use of our unique-to-the-industry TV Spot-to-Website Visitors Attribution Platform provides our clients with an understanding of the impact TV media has on KPIs, CPA, and holistically on their business. Who We Serve Our clients are web-based companies in the e-commerce, lead generation, and subscription model verticals that are ready to embrace the risks and the rewards of TV advertising. The Soundview Difference Our TV media planning and buying strategies are entirely data-driven and transparent to our clients. Proprietary and time-tested programs let us test, learn, and quickly optimize TV advertising with an online marketers goal of maintaining sales volume while reducing CPA. Business closed when funding source pulled out.
Reporting in-house to CMO as pre-launch budget would not support a full-time hire, engaged to develop beta launch digital acquisition strategy and choice of vendor/strategy for CRM programs (including marketing automation vendor and customer email vendor / e-nurture email program). Responsible for managing digital agencies, interfacing with various internal departments, and putting in place budgets, marketing models, and "building block" activities for customer launch and retention. Engaged in CPA revenue-sharing deals with credit card companies, managing Google Adwords SEM strategy and execution, targeted Facebook Ad buys, mobile advertising, landing page creation/testing/optimization, and selection of Exact Target as CRM vendor. Additionally responsible for helping to interview/select full-time VP after initial service launch.
In-house role reporting to CMO and working with a great team on Multi-Channel B2C Demand Generation. Offline and online lead generation and customer acquisition strategy, messaging, creative development, media buying and analytics across online display, SEM, national cable DRTV, national and local Radio, and Drip Email Marketing campaigns.
Completely repositioned and overhauled marketing strategy for the PopBox Media Player (a leader in the over the top set top box market for the connected home) - competes with Google TV, Boxee, Roku - enables display of home networked stored media and Internet streamed digital content on your HDTV. Created messaging, USP, branding. Redesigned direct selling e-commerce website from scratch and Amazon retail channel. Managed PR agency, social media marketing, and collateral development
Establish strategy and operationalize marketing for $60MM revenue Weight Loss products retailer (Direct Response TV and E-Commerce sales channels). Responsible for revitalizing marketing approach for two distinct weight loss products (6 Week Body Makeover and Food Lovers Fat Loss System), creating a 10-person Marketing and Creative group, and managing substantial media budget. Manage 2 E-commerce and Community Websites with responsibility for online lead generation, customer acquisition, landing page testing, website conversion, content development, customer forums, and target segment CRM programs (database marketing) Create, execute, and optimize SEO/SEM, Online Display Advertising (CPA, remnant, retargeting), and Social Media presence (Facebook, Twitter, Blogs) for each product Manage offline DRTV spend of $600,000/week drive to phone and web campaigns, media buying, call center scripting, testing, and optimization Responsible for hiring and management of top-tier offline media buying agencies and 2 SEM agencies
Led strategy for Spot Runners National Agency Business Unit that services the marketing/advertising needs of National/Regional businesses. Served as Head of Client Strategy responsible for helping the sales team close deals and then provide marketing/advertising strategy and oversee execution for top-tier clients. On an ongoing basis, maximized marketing ROI for largest Spot Runner clients including Microsoft Small Business, Forex.com, Stubhub.com, Enzymatic Therapy Brands, uBid.com, Creditreport.com, etc. by serving as account planner on marketing/advertising strategy. Developed research-based market positioning and messaging, creative briefs and executions, media strategy (including TV, DRTV, print, radio, online display/video), and managed response/sales analysis and corresponding media optimization. Specialized in developing uniquely effective and efficient DRTV campaigns that achieved target CPA through excellence in low-cost creative executions and strategic optimization of media buys. More broadly, for the Agency's National Agency Business Unit, developed go-to-market strategy, positioning, and sales collateral materials including creation of Direct Response TV and Analytics Practice that resulted in over $14MM of new and retained agency bookings. For SpotRunner.com Local Business Unit, created integrated suite of channel-specific collateral materials that contributed to closing over $8MM in bookings.
Director of Acquisition MarketingResponsible for setting branding, messaging, and advertising strategy designed to maximize customer conversion to DIRECTV from other pay TV platforms. Achieved largest customer acquisition gains in DTV history. Customer Acquisition Marketing: Managed 7-person team and $50 Million annual budget. Directed multiple Creative Agencies and Media Buying Agency. Created and executed national and DMA-specific acquisition campaigns utilizing Online Advertising, Spot TV, DRTV, direct mail, radio, ROP, and ADVO. Led creative development, oversaw execution and performed post-campaign ROI analysis. Channel Marketing: Developed local, regional, national, and in-store marketing collateral and promotional programs to drive direct sales (though 800# and website) and retail purchases (Best Buy, Circuit City, independent retailers). Partner Marketing: Managed co-marketing relationships to drive customer acquisition in conjunction with Telco partners (Verizon, BellSouth, Qwest), network partners (Fox, ABC, Disney, HBO, Showtime), TV manufacturers, and JetBlue.
Web development and online marketing. Led team that rebuilt the Williams-Sonoma website at www.williamssonoma.com
Managed 4 person team. Online marketing budget of $20 million annually. Portal deals, banners, buttons, online optimization, pretty much everything online that was going on during the first .com era.
Sold and marketed education products into middle and high schools around the USA.
Strategy consulting for Fortune 500 firms. Specializing in telecommunications companies.