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Objective
Grow Internet audience with improved Google rankings from Keyword rich, compelling content. Increase
organic search and PPC results. Build and nurture inbound links, Social Media relationships. (Technorati, etc.)
Satisfy your advertising partners.
Provide Internet Research, Site Audits, Web PR and relevant, “relationship” Email.
Maximize your internet metrics with offers that tap in to consumer “Wants, Needs, Desires or Fears.”
Integrate digital and traditional media. Web. Landing pages. Email. Mobile. Social. Adwords. Link building.
Direct Mail. TV. Radio. Calls. Cable. Print. Newspapers, etc..
Profile
Direct Marketing Maxi Award winner and Max Award Judge for DC, Boston and Philadelphia competition.
Peabody and Armstrong Award winner for outstanding News reporting and Public Affairs. (Pioneered young
demographic news – precursor for The Daily Show!
Speaker at National Association of Broadcasters, Radio Advertising Bureau, International Radio and Television
Society (1,200 people) and Board of Directors – New York Radio Association. Trade magazine contributor.
Recognized for excellence in leadership and management.
Created the Affiliate Marketing tactics that Networks employ today to premier programs.
D & B customer satisfaction rating of 94 – as a Government contractor.
Hard working, motivated and personable. Unique left-right brain strategies. Creative and analytical. On time.
On budget. Track record of accomplishment in Broadcasting, Package Goods (Woolite.) Retail (Appliance chain.)
Travel (Cayman Islands, Dominican Republic. Meetings & Conventions at Crispin & Porter)
Flexible, versatile with a sense of humor. Poised and competent with the ability to “connect.” Team player.
Skills
Project Management Design SEM/Digital
Direct Mail, Call Center Copywriter Direct Response
Experience
The marketing group
· Emotional benefits engage consumers, for response and profit. Relationship marketing Email.
· Recently generated 4.3% and 5% response rates with two Direct Mail promotions vs. DMA’s 1.4%.
· An 8% response rate took one broadcaster from 8th to 2nd rank with a 40% revenue increase.
· Doubled Web hits for a “hair removal specialist” with new copy and SEO. “You write like a person.”
· Increased revenues for two DC Restaurants. “They still pull!”
· Database Marketing pioneer - 17 years of engaging promotions for database building. Hundreds of consumer
promotions for Companies like Cox and CBS in all market sizes.
· Created two Card formats with a unique address panel and unique sizes (4.25 x 11 and 5 x 11) to double metrics.
· Managed hundreds of call center programs with multiple mailings for measurable results. Power scripting. Training.
· Sell your brand with Email auto-responders. A series of 5 to 7 messages. Create a consumer connection with
3 to 5 selling points…sell them when they expect to hear from you.
· Guarantee 99% mail deliverability for impact you will “feel.” “Wow!”
MANAGEMENT
· Affiliate marketing expert
· Created a rock News/Concert Network at NBC with a 33% cash flow in 3 years. Pioneered yield
Management pricing with NBC Television Network for advertisers.
· 300% sales increase at Westwood - again with Yield Management pricing.
· Managed hundreds of affiliate relationships. Negotiated affiliate contracts with rewards for
Performance and penalties for underperformance. For a net “overdelivery” for Advertisers.
· Executive producer and pioneer of live concert Radio. Brought Rock acts to Saturday Night Live.
Radio Simulcasts from HBO and MTV at NBC. And “We are the World” at Westwood One.
· Generated 1,000 new customers a day for an appliance warehouse retailer. (Crispin & Porter)
· Launched Woolite Rug Shampoo. Eliminated Bristol Meyers threat. (Wyeth Labs)
· Accomplished profitability for a small market station in one year. (Albany NY, WKOL)
CLIENTS
Woolite, Anacin, Woolite Rug Cleaner, Wizard, Gulden’s, Folger’s, K & C (11 market retail appliance chain,)
US Army, Coke, Navy, NBC TV, Petry Television. Radio Shack and Gillette. Non profit - Capital Partners for
Education. The Eye Institute. National Association of Broadcasters and Chase Manhattan Bank.
HISTORY
The Marketing Group, (DC) President and CEO 1993-present
(Clients Cox, Greater Media, TransAmerica, NAB and ECRP)
Tribune Broadcasting (DC) VP, FaxNews 1991-1993
WKOL-FM (Albany) VP, GM 1991-1992
Billboard Magazine, (NY) VP, BDS (Now Nielsen) 1988-1989
Real Estate Sales (NY) 1987-1988
Westwood One (LA) VP, Corporate Administration 1985-1986
Satellite Music Network (Dallas) VP, Affiliate Partnerships (now ABC) 1984
NBC (NY) VP, The Source
EDUCATION
Manhattanville, BA Biology, Minor English, Art
Simmons, Masters Program for Women in Management
Wharton, Finance for the Non-Financial Manager
Masters Certification training: VCU. DMA. DMAW. AMA
Email Auto-Responder training from Jay White
AWAI – Accelerated Program for Advanced Copywriting, Web design and copy
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