Resume

Experienced Seattle-based Marketing with thorough knowledge of marketing and customer retention programs.  Proficient at budgeting, planning and driving integrated campaigns end-to-end. Communicates effectively with all levels of an organization.  Skilled at building consensus among cross-functional teams.  Customer-focused.   Skilled marketing writer.  Strengths include: 

PROFESSIONAL EXPERIENCE

MARKETFISH, SEATTLE WA

Contract List Owner Account Coordinator (November 2009 – April 2010)

Developed program for contract execution with list owners, including processes for list ingestion, updates and promotion.  Analyzed lists for marketability and created selects accordingly, organized data for selects.  Developed email tests and created email campaigns for clients.  

YAHOO! INC, SUNNYVALE CA                                                                                                                          2005 - 2009

Rivals.com, the largest network of college fan community sites online was purchased by Yahoo! July 2007.  It is known as the authority on college football recruiting.  Premium subscriptions generate approximately 80% of Rivals.com revenue.

Brand Marketing Manager, 2007 - 2009

Developed and implemented all subscription marketing for college division of Yahoo! Sports.  Advised and assisted team site publishers with marketing efforts including copywriting of ads, message board postings and emails.  Developed and produced traffic, subscription and revenue reporting and analysis for senior management.

·         Increased subscriptions by 18% from July 2007 to December 2008 using various subscription incentives and seasonal promotions.

·         Developed partnership with Sports Illustrated to provide magazine subscriptions as incentives for annual memberships.

Circulation Director, Rivals.com 2005 - 2007

Developed and implemented all consumer marketing campaigns for subscriptions, sponsored games and features.  Managed campaign budgets and revenue forecasting.  Advised and assisted team site publishers with marketing and user community development efforts. Introduced and promoted new and special features for subscribers. Developed and maintained Rivals marketing calendar.  Produced traffic, subscription and revenue reporting and analysis for senior management.

·         Increased subscriptions by 50% within two years.

·         Championed conversion of text alerts to annual membership feature, created and implemented conversion campaign.

·         Designed aggressive campaign for Rivals.com NCAA bracket game including emails, message boards and publisher incentive program, which resulted in 200% increase in players in 2007. 

UNIVERSITY OF WASHINGTON EXTENSION, SEATTLE WA                                                                              2005

Email Marketing Manager

Implemented all PPC campaigns and email promotions promoting UW Extension and individual Extension programs, wrote all copy and provided results analysis, using proprietary list management and email programs.

·         Improved efficiency of UW Extension emails, increasing click through by 15%.

PH SCIENCES, INC, SEATTLE WA                                                                                                                2003 - 2005

Nutritional supplement manufacturer and distributor that develops and produces alkalizing dietary supplements that improve lifestyle and healthy aging with a healthy body pH.

Direct Marketing Manager 

Created online direct to consumer channel for alkalizing dietary supplements.  Executed all marketing activities including search and PPC campaigns, email marketing, affiliate programs, continuity programs and online surveys.

·         Converted pH Sciences to new shopping cart (1Shoppingcart.com), brought online orders from 5% of total direct business to 65% within two years.

·         Created multi-effort autoresponder email series targeted by product and by prospect type, resulting in growth of repeat purchases from 6% to 41% of sales.           

ESPN INTERNET GROUP, SEATTLE WA                                                                                                      1997-2001

(formerly Starwave Corporation)

Marketing Director 2000 – 2001

Senior Product Marketing Manager 1999 - 2000

Marketing Manager 1997 - 1999

Managed team of eight marketing specialists, including online media buyer, market research analyst, and creative staff. Created and managed $6 M annual marketing budget.  Coordinated cross-promotion efforts with ESPN TV, Radio and Magazine divisions. Supervised production of first-ever TV ads for ESPN.com. Managed ongoing market research program including surveys, focus groups and usability testing.  Developed and implemented direct marketing tactics including sweepstakes, incentive offers and advance renewals. 

·         Contributed to ESPN.com growth from 6.2 million to 10.8 million in unique users, from 1998 to 2000.

·         Grew exposure to 30 “18/58” TV crawlers per day and 10-12 radio mentions per week. 

·         Increased customer base and revenue for subscription product ESPN Insider by 50% in one year.

·         Increased fantasy games revenue and customer base by 75% during same time period.

·         Instituted ad tracking for internal promotions.

·         Created and implemented premiums and celebrity newsletters as subscription incentives.

Previous Marketing Management Experience in the magazine publishing and online content industries, including Sail Magazine (1981-1986), Canoe Magazine (1986-1987), Pinnacle Publishing (1993-1997), and Wizards of the Coast (1997).

Bachelor of Arts, Economics, Reed College, Portland OR