DIGITAL MARKETING
&
COMMUNICATIONS
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interactive resume
Profile
I was just another caffeine-based life form in the big city, until I left Manhattan for the wilds of the Hudson Valley... so now I am just another caffeine-based life form who has a yard to mow, and who also happens to be a results-driven digital marketer with a highly effective combination of brand building, audience development, product management, analytics, and integrated marketing communications experience.
Brand Building & Management
Communications/Messaging/Public Relations
Audience Development
Web Traffic/Subscriber/Customer/Member Acquisition
Social Media Marketing (SMM)/Email Marketing
SEO/SEM (Organic & Paid Search/PPC/Google Adwords)
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Analytics (Google Analytics, Tableau), Attribution Modeling, Performance Benchmarking, Reporting
Partnerships and Promotions
Product Management: Scrum agile software development framework
Budgeting and Forecasting
People/Team Management and Growth
Specialties & Skills
Projects / Companies
 Omega Institutedigital marketing |  Open Roadaudience development | project/product mgmt |  BritBoxbrand launch | audience acquisition | analytics |
|---|---|---|
 Waggleproduct dev | audience acquisition |  Clean Platessubscriber acquisition | mobile app dev | email |  Artspacee-commerce | customer acquisition | analytics |
 Refinery29forecasting | analytics | subscriber acquisition |  PureWowbrand building | product dev | subscriber acq. |  Tasting Tablesubscriber acquisition | analytics |
Omega Institute
marketing services | email | web site
SVOD
app | email
email | mobile app | web site | social media
e-commerce web site | email
web site | email
email | web site
email | website
Excelle Sports
Vice President, Marketing and Audience Development (contract position)
Sept 2016 - Present
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Brought on to build and head up marketing function through launch; responsible for all website traffic and social media channel audience acquisition. Built email list. Met or exceeded all projections.
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Social Media: Responsible for content strategy and execution per platform/channel, graphics production and community management. Continuously analyzed data and drew actionable insights.
New York, NY
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Clean Plates
Vice President, Marketing
Sept 2013 - Sept 2015
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Redesigned core email product; launched 3 new editions; grew email list from <20k to >600k
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Revamped mobile app, including design, process-flow and usability. Restructured database.
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Oversaw production of printed restaurant guides for NY and LA.
-
Wrote all marketing plans/projections; defined and met all KPIs for investors.
New York, NY
|
Cavanagh + Company
Digital Marketing Consulting
Jan 2009 - Sept 2013
Worked with start-up and early stage companies on key marketing initiatives and best practices to grow market share and revenue including: branding, product development, member/subscriber/customer acquisition, analytics and reporting, department structuring and personnel hiring and management.
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Artspace - online marketplace for contemporary art Aug 2011 - May 2013
Director, Member and Customer Acquisition
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Grew membership list 327% in six months through SEM and partnership marketing.
-
Restructured/managed Google Adwords program (#1 program for member-to-customer conversion).
-
Created reporting dashboards enabling cross-functional data flow.
-
Created business data intelligence for board and investor presentations, including cohort and LTV analysis. $8.2M Series B acquired in February 2013.
​
Refinery29 - fashion/lifestyle website and daily email Mar 2011 - Aug 2011
Subscriber Acquisition/Management Consultant
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Worked in close collaboration with co-founders, CFO and BDMI (Bertelsmann Digital Media Investments) on marketing and subscriber projections section of financials for company’s Series A. $4.5M acquired in July 2011.
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Created analytics and reporting framework, set up forecasting/projections.
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Worked on strategic partnerships and built Facebook ad program that resulted in 100k+ subscribers brought in for 30% less than projected CPA.
-
Analyzed ESP (email service provider) capabilities and performance (Sailthru).
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Wrote marketing department plan, including budgets and staffing. Mentored Director of Marketing.
​
PureWow - lifestyle email and website for women Mar 2010 - Jan 2011
Director of Marketing
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Key member of four-person start-up team. Responsible for product development: primary liaison with design and technical vendors who developed identity, email templates and website.
Tasting Table - daily email and website for foodies Jan 2009 - Sept 2010
Director of Marketing
-
#4 hire on start-up team. Responsible for all subscriber acquisition, including paid and partnership programs. Developed local and national promotion deals with Whole Foods and Williams Sonoma, among others.
-
Grew high-quality/engaged subscriber list to 500k+ in a year and a half.
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Additional Clients: WNYC (http://wnyc.org), Vital Juice (purchased by Tasting Table), Milkshake (http://getmilkshake.com) and Casa Dragones Tequila (http://casadragones.com)
Instiutional Investor
Director of Marketing/Global, Magazine Group and Website
Jan 2008 - Jan 2009
Responsible for enabling sales. Worked in close collaboration with the sales staffs in the Americas, EMEA and Asia to produce and provide materials and programs to close sales, including primary and syndicated research (subscriber, market, competition), media kits, presentations and RFPs. Oversaw public relations, advertising (print and online), trade shows and special events. During tenure sales increased 17% Y/Y.
New York, NY
|
Heyman Investment Associates
Research Analyst
Sept 2005 - Jan 2008
Family office/hedge fund. Researched and analyzed industry sectors/companies/deals for the investment entity of the late Samuel J. Heyman; principal strategies were merger arbitrage and activist investing.
Professional Experience
Excelle Sports
Vice President, Marketing and Audience Development (contract position)
Sept 2015 - June 2016
-
Brought on to build growth through launch: website traffic, social media channels and email list.
-
Social Media (SMM): Responsible for content strategy and execution per platform/channel including copy, graphics, production and community management. Continuously analyzed data and drew actionable insights.
New York, NY
|
Clean Plates
Vice President, Marketing
Sept 2013 - Sept 2015
-
Redesigned core email product; launched 3 new editions; grew email list from <20k to >600k in one year.
-
Product managed mobile app, including design, process-flow and usability. Restructured database.
-
Oversaw production of printed restaurant guides for NY and LA.
-
Wrote all marketing plans/projections; met or surpassed all KPIs for investors.
New York, NY
|
Cavanagh + Company
Digital Marketing Consulting
Jan 2009 - Sept 2013
Worked with start-up and early stage companies on key marketing initiatives and best practices to grow market share and revenue including: branding, product development, member/subscriber/customer acquisition, analytics and reporting, department structuring and personnel hiring and management.
​
Artspace - online marketplace for contemporary art Aug 2011 - May 2013
Director, Member and Customer Acquisition
-
Grew membership list 327% in six months through SEM and partnership marketing.
-
Restructured/managed Google Adwords program (#1 program for member-to-customer conversion).
-
Created reporting dashboards enabling cross-functional data flow.
-
Created business data intelligence for board and investor presentations, including cohort and LTV analysis. $8.2M Series B acquired in February 2013.
​
Refinery29 - fashion/lifestyle website and daily email Mar 2011 - Aug 2011
Subscriber Acquisition/Management Consultant
-
In collaboration with co-founders, CFO and BDMI (Bertelsmann Digital Media Investments) created marketing projections section of financials for company’s Series A. $4.5M acquired in July 2011.
-
Created analytics and reporting framework, set up forecasting/projections.
-
Worked on strategic partnerships and built Facebook ad program that resulted in 100k+ subscribers brought in for 30% less than projected CPA.
-
Analyzed ESP (email service provider) capabilities and performance (Sailthru).
-
Wrote marketing department plan, including budgets and staffing. Mentored Director of Marketing.
​
PureWow - lifestyle email and website for women Mar 2010 - Jan 2011
Director of Marketing
-
Key member of four-person start-up team. Responsible for product development: primary liaison with design and technical vendors who developed identity, email templates and website.
Tasting Table - daily email and website for foodies Jan 2009 - Sept 2010
Director of Marketing
-
#4 hire on start-up team. Responsible for all subscriber acquisition, including paid and partnership programs. Developed local and national promotion deals with Whole Foods and Williams Sonoma, among others.
-
Grew high-quality/engaged subscriber list to 500k+ in a year and a half.
​
​
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Additional Clients: WNYC (http://wnyc.org), Vital Juice (purchased by Tasting Table), Milkshake (http://getmilkshake.com) and Casa Dragones Tequila (http://casadragones.com)
Professional Experience
Omega Institute
Strategy & Digital Marketing Director
Nonprofit, Holistic Educational Organization
July 2019 - Present
February 2020 - Present
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Responsible for all audience/participant acquisition and retention channels including SEO, SEM/PPC, email, organic, affiliate, retargeting, display, print, and radio advertising.
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Lead development and execution of email marketing/CRM strategy.
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Creating data collection and analysis processes in order to build reporting dashboards to enable cross-functional information flow for data-driven decision making.
Managing Editor
July 2019 - February 2020
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Responsible for project managing all marketing materials including the annual summer catalog (six month project).
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Key contributor for the planning and implementation of marketing and content creation strategies, projects, content production, and brand development.
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Wrote, edited, and proofread content for print and digital resources, including Omega’s course catalogs and brochures, website, e-communications, fliers, postcards, advertisements, correspondence, articles, and slideshows on an ongoing basis.
Vice President, Audience Development & Monetization, Project Management Lead (Product)
Open Road Integrated Media
Publishing, Marketing Services
January 2018 - June 2019
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Responsible for non-paid subscriber (email) acquisition partnerships for Early Bird Books, a daily discount email newsletter.
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Worked directly with the Head of Technology, data, UX/design, content and marketing teams on all product initiatives.
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Managed projects from user need state identification, MVP and KPI definition, design, development, and launch.
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Created product requirements, user stories (JIRA), opportunity assessments, feature prioritization and business justification for initiatives.
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Managed backlog. Receive, analyze and prioritize all issues, requests and bugs.
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Managed relationship with ESP (Sailthru) with the goal of maximizing use of the platform’s features to increase system and process efficiencies to grow and retain subscribers and maximize sales.
BritBox
Director of Marketing
OTT streaming service (SVOD)
Joint venture between the BBC & ITV
December 2016 - October 2017
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Brought on to lead marketing function through launch of service (March 2017). Managed creation and deployment of communications, advertising and promotional materials including video assets. Liaised with public relations agency (DKC).
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Grew audience/subscriptions through email marketing, social media marketing, co-promotional partnerships and affiliate marketing programs.
New York, NY
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Waggle
Product Development & Audience Acquisition Consultant
May 2016 - November 2016
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Created and launched email and audience acquisition programs/strategies for a new platform for pets and animal lovers created by Broadway Video Ventures, the investment vehicle and digital media arm of Broadway Video, the company that produces SNL, The Tonight Show with Jimmy Fallon, Portlandia, among others.
New York, NY
|
Clean Plates
Vice President, Marketing
September 2013 - September 2015
-
Redesigned core email product; launched 3 new editions; grew email list from <20k to >600k in one year.
-
Product managed mobile app, including design, process-flow and usability. Restructured database.
-
Oversaw production of printed restaurant guides for NY and LA.
-
Wrote all marketing plans/projections; met or surpassed all KPIs for investors.
New York, NY
|
Artspace
Director, Member and Customer Acquisition
July 2011 - June 2013
-
Grew membership list 327% in six months through SEM and partnership marketing.
-
Restructured/managed Google Adwords program (#1 program for member-to-customer conversion).
-
Created reporting dashboards enabling cross-functional data flow.
-
Created business data intelligence for board and investor presentations, including cohort and LTV analysis. $8.2M Series B acquired in February 2013.
New York, NY
|
Refinery29
Subscriber Acquisition/Management Consultant
February 2011 - July 2011
-
In collaboration with co-founders, CFO and BDMI (Bertelsmann Digital Media Investments) created marketing section of financials for company’s Series A. $4.5M acquired in July 2011.
-
Created analytics and reporting framework, set up forecasting/projections.
-
Worked on strategic partnerships and built Facebook ad program that resulted in 100k+ subscribers brought in for 30% less than projected CPA.
-
Analyzed ESP (email service provider) capabilities and performance (Sailthru).
-
Wrote marketing department plan, including budgets and staffing. Mentored Director of Marketing.
New York, NY
|
PureWow
Director of Marketing
January 2010 - January 2011
-
Employee #1
-
Responsible for product development and audience/subscriber aquisition and growth.
Tasting Table
Director of Marketing
January 2009 - September 2010
-
#4 hire on start-up team. Responsible for all subscriber acquisition, including paid and partnership programs. Developed local and national promotion deals with Whole Foods and Williams Sonoma, among others.
-
Grew high-quality/engaged subscriber list to 500k+ in a year and a half.
New York, NY
|
Institutional Investor
Director of Marketing/Global, Magazine Group and Website
January 2008 - January 2009
Collaborated with the sales staffs in the Americas, EMEA and Asia to produce materials and programs to close sales, including primary and syndicated research (subscriber, market, competition), media kits, presentations and RFPs. Oversaw public relations, advertising (print and online), trade shows and special events. During tenure sales increased 17% Y/Y.
New York, NY
|
Heyman Investment Associates
Research Analyst
September 2005 - January 2008
Family office/hedge fund. Researched and analyzed industry sectors/companies/deals for the investment entity of the late Samuel J. Heyman; principal strategies were merger arbitrage and activist investing.
New York, NY
Peace Corps
Business Development Volunteer
2003 - 2005
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Western Ukrainian Center “Women’s Perspectives” (anti-trafficking and domestic violence programs) – Played lead role in fundraising efforts including grant research and writing.
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L’viv Consulting Group (business/management consultancy for foreign investment projects) – assisted with writing business plans for presentation to U.S. and Canadian venture capital firms.
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NGO Sustainability Task Force – Co-created, helped raise funds, and co-managed volunteer group researching, analyzing and reporting on NGO sustainability issues resulting in the publishing of a 64-page instructional handbook and DVD, Achieving Sustainability: Real Stories from Ukrainian NGO’s.
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L'viv, Ukraine
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Decentrix
Director, Business Product Management
1999 - 2002
Collaborated with business units, engineering and operations to develop and deliver a web-based CMS product. Responsible for strategy, business requirements, functional specifications and product roadmap including feature innovations, pricing models, sales projections and advertising/sales strategies. Used scrum-based agile software development framework (product owner role). Product surpassed revenue projections within six months.
NavTeq
Director, Marketing Communications
1993 - 1999
Created and led the marketing communications department for a company with 5,500 employees worldwide working in 202 offices in 53 countries that produced geographic information systems (GIS) and map databases used in online and mobile applications (e.g. MapQuest) and in-vehicle navigation systems.
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Headed up global re-branding and repositioning including research, strategy and creative.
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Conducted global agency review; hired and managed firm (FCB).
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Re-vamped website, creating portals for B2B and B2C markets, increasing functionality and customer retention. Cut development costs $300k from previous year.
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Managed global team.
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Cultivated and managed relationships with key business partners including Mercedes Benz, BMW, Sony, Bosch and Microsoft.
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NOTE: The company was acquired by Nokia in 2007/2008, and fully merged into Nokia in 2011 to form part of the Here business unit.
Sunnyvale, CA
Mac Home Journal
Director of Marketing
1993 - 1994
San Francisco, CA
Publicist
Orion Pictures
1989 - 1992
Part of the marketing team for two “Best Picture” Academy Award winning films: Dances with Wolves and The Silence of the Lambs. Additional films worked on included: Mermaids, Alice, FX2, Bill and Ted’s Bogus Journey, Mystery Date, Little Man Tate, Article 99, Blue Sky, Love Field, and The Addams Family.
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New York, NY
To download a copy of my resume click here.
Education / Coursework
New York University
New York University
School of Professional Studies
Center for Advanced Digital Applications
Bachelor of Arts (B.A.) / Journalism
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Information Architecture
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Website Usability
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Color Systems
