Marketing  -  Product Management  -  Product Marketing

San Francisco, California, United States

Providing Marketing & Product Management strategy and implementation, including: product management, customer lifecycle marketing, email marketing, digital marketing, demand generation, website / eCommerce / shopping cart/ funnel / landing page conversion optimization & a/b testing, driving customer journey including on-boarding, activation, DAU, MAU, MQLs, retention, and CRM/CLM/LCM/marketing automation. B2B, B2C.Recent contract engagements include:Technical CRM Manager @ Corsair leading the implementation, deployment, and management of their CDP (Customer Data Platform) system bring together customer data together from 5 brands and 15 platforms, including: web, email/crm/sms, eCommerce, and support systems.Cloud Customer Lifecycle Marketing Strategist @ Atlassian delivering an email transparency process, project managed in JIRA & documented in Confluence, new ticketing system built in Jira Service Desk, presented a funnel review to management, delivered an email contact & frequency strategy, and provided an onboarding/activation program template.Product Manager, IFP Growth/QHP Subject Matter Expert @ eHealth Insurance leading their IFP (health insurance under 65) agile development team, managing backlog in Jira & building three key product/features in preparation for the annual healthcare open enrollment.Marketing Operations Manager, Email @ Check Point Software managing their email programs and Strongmail/Strongview email CRM system. End-to-end focus, including: best practices, deliverability monitoring, design, A/B testing, day-to-day execution/deployment, and tracking/reporting.Head of Marketing and Executive Team Member @ Maui Mastermind Business Coaching managing web properties, funnels, Amazon Seller Central & Kindle KDP, Infusionsoft, SendGrid, Optimizely, VWO, and WordPress. Demand generation including digital, email, and direct mail to drive MQLs for business coaching, webinars, and live events.

Independent Contractor

Product and Marketing Consultant

This proved to be my largest project to date (product management, marketing or otherwise ... including building out a 120 person office space while @ NewSoft) - Completion of the reconstruction of my home. I started with a simple desktop home design software program to re-imagine our house and then brought it to life.My career experiences helped me gain the skills that would be needed to pull this monumental project off: Contract negotiation, finance, management, logistics, purchasing, design / ui / ux, project management, budgeting, conflict resolution, dealing with government, strategy, tactical implementation, and quickly learning new skills needed to push things forward.As with many of my roles, I was a working "manager", doing much of the work myself, while managing other resources to get the job done on time and on budget.

Contractor / Freelancer

Builder of Things

Redesigned eCommerce checkout funnel, product pages and landing pages doubling sales while cutting cost per sale (CPS) by more than 50% through a series of a/b tests. Designed and deployed Social Media daily giveaway / sweepstakes program to drive Facebook likes, social interactions and website traffic resulting in a +200 percent lift in Facebook likes. Doubled repeat website traffic using tools like Hootsuite, Wildfire, and Google Analytics. Integrated mobile app with MobileAppTracking (now Tune) for tracking, and launched demand generation for Mobile & Facebook app installs via the app stores, and paid mobile traffic via HasOffers. Deployed DoubleClick DFP adserver to push messaging / ads into the Mobile and Facebook Apps. Responsible for overall customer lifecycle marketing strategy and execution, creating a customer journey for all stages of the lifecycle including redesigned transactional and marketing automation messaging to drive customer on-boarding, activation, DAU, MAU, video views, and retention. Product Manager for Facebook App (video streaming / sharing) and consumer eCommerce website (both front end on WordPress CMS and back end on Amazon AWS). Lead project to design and deploy new 2.0 version of eCommerce website, Mobile App (Android / iOS), and Facebook App. Managed internal & contract development teams. 1 report, 2 shared reports, and 2 outside contractors / agencies.

Looxcie

Director of Marketing, Consumer

Vidcie, the newly launched Enterprise offering from Looxcie, is the only provider of hands-free, live-streaming video systems using today’s mobile networks for Aviation, Cable, Manufacturing, Security & Field Service.The Vidcie service enables onsite and field employees to more efficiently communicate with remote experts to make quick, effective decisions, solve problems throughout the organization, save both time and money, maximize up time, and increase customer satisfaction - Bring the problems to the experts instead of bringing the experts to the problems.Led the internal design and launch team for the initial Vidcie Enterprise website. Worked with outside design agency to design, develop, and deploy second-generation Vidcie website. Integrated website lead collection forms with SFDC/Salesforce. Developed targeted vertical landing pages, and refined performance via A/B testing. Launched lead generation via LinkedIn, direct placement display, and industry targeted print adsto drive MQLs. Product Manager for enterprise website (both front end on WordPress CMS and back end on WPEngine.)

Vidcie

Marketing Director, Enterprise

Responsible for paid service site conversion / revenue and customer lifecycle marketing for the largest crowd sourced product question and answer marketplace. Redesign paid funnel flow through a series of product changes and A/B tests to maximize conversion rate and revenue resulting in a +30% improvement. Launched paid funnel exit messaging program that increased conversion rate by 16% and revenue by 19%. Implemented new Subscription up-sell program that more than doubled subscription sales. Responsible for the product launch of the new Pro Marketplace site within <a href="http://FixYa.com">FixYa.com</a> where Pros were able to advertise their services to the customer base via a self-serve ad tool. Designed and implemented and end-to-end LCM program for the new Pro Marketplace. Owned customer lifecycle marketing across all products including overall strategy, email marketing technology, execution, best practices, and deliverability. Worked directly with CTO on email infrastructure and deliverability. Product manger for new initiative to design a Premium only question & answer site <a href="http://FixYaPRO.com">FixYaPRO.com</a>. Started and contractor, moved to full-time. Individual Contributor.

FixYa

Senior Marketing Manager

Providing strategic guidance and tactical implementation for various companies in the areas email marketing / deliverability / monitoring / reporting, and related martech stack, and website / funnel optimization & a/b testing.Recent engagements include:Email deliverability / monitoring / reporting / tech stack @ FixYa - direct contractFunnel optimization / email marketing, deliverability @ Resonate Digital Marketing - direct contractFunnel optimization / email marketing, deliverability @ Eric Harr Social Media - direct contractEmail SME / Marketing Operations @ Visa - Agency placementEmail deliverability / monitoring / reporting / tech stack @ JustAnswer - direct contract

Independent  Contractor

Marketing and Email Deliverabilty Consultant / Freelancer

Responsible for customer lifecycle management driving on-boarding, activation, DAU, MAU, retention. conversion, and repeat revenue growth goals for the largest paid Expert marketplace. End-to-end customer journey focus including: strategy, implementation, best practices, deliverability monitoring, design, A/B testing, and tracking / reporting via internal systems and Google Analytics. Updated transactional email messages with a cross-platform HTML design that integrated branding, social media links, and up sell marketing messages. Implemented numerous funnel enhancements and a/b tests to increase conversion rate and average transaction value. Launched website exit messaging program for incomplete registrations consisting of on-site modal and email messages increasing conversion by > 10%. Led numerous product management efforts including a discount/promotion tool to generate, deploy and track product discounts on the fly; An email template system to allow updates to system/transactional messages without the need for a product release and to run A/B testing; Worked with the legal and analytics teams to deliver a peer review system and price point testing tool; And lead the migration from the existing, proprietary email system based on Port25 PowerMTA to the StrongMail / StrongView email platform. Switched from FT position  to contract Email Deliverability Consultant in May 2010. Individual contributor.

JustAnswer

Email Marketing & Website Conversion Optimization

As the first Marketing Director Hire, I am responsible for product launch, growth, performance, and customer customer lifecycle management efforts. Launched the award winning DigitalLine (VoIP) product to current customer base and new subscribers, optimizing its adoption through a series of A/B tests on landing pages, funnels, product integration points, and price points via Offermatica and Google Test while measuring results via Omniture and Google Analytics, achieving a take rate of 15%, increasing ARPU by over $2, and accounting for 10% of overall company revenue within a year of the launch. Developed and deployed company's first direct mail test consisting of 5 creative’s and 15 test cells, opening up a new channel of acquisition. Responsible for the customer journey from website visit forward, including on-boarding, activation, DAU, MAU, and retention efforts; Design and implementation of signup retention programs increasing trials by 10%, cross-sell promotions in the signup funnel generating a 8-15% take rate; Updated transactional email messages from text to HTML, integrated branding and marketing up-sell messages, increasing attributed revenue by over 10%; Redesigned and relaunched the customer referral program doubling its effectiveness while reducing costs by 80%; Responsible for overall email strategy, technology platforms, execution, best practices, and deliverability. Provide pre-sales support to the Business Development team including partner strategy and program implementation. Sourced new merchant services provider resulting in a cost reduction of credit card transaction fees by $100K/annually. Lead cross-department team to reduce credit fraud and chargeback rates to acceptable levels, enabling the company to exit the Visa RIS program. Work directly with CTO and international development team on numerous product management and growth initiatives. Individual Contributor.

RingCentral Inc.

Director of Marketing

At eFax (j2 Global Communications), I create and managed the Customer Lifecycle Marketing and growth department, and am responsible for the customer journey from trial forward including the implementation and operation of the email marketing automation platform, operation of the DoubleClick Dart DFP adserver platform, management of all internal and third party email campaigns, A/B testing, Freemium monitization, free, trial & paid customer on-boarding, activation, DAU, MAU, upsell / cross-sell, and retention. Sourced and manage external email list manager and display ad agencies. Responsible for overall email strategy, technology, execution, best practices, and email deliverability.  My department developed and deployed extensive CLM / LCM / CRM programs to stimulate usage, increase retention, generate revenues via free to paid upgrades, upsell / cross-sell additional services to existing accounts, and enforce the terms of use and fair usage policies, to drive ARPU, Retention, and LTV. Revenue for the LCM department exceeds $15 million/year including $3+ million per year in inbound advertising from email rental and display ad sales through direct sales and ad partner generated sales to repeat customers like <a href="http://Stamps.com">Stamps.com</a>, GoToMyPC / GoToMeeting, and Monster. Product Manager for Ad Tech and email systems, and with internal development team on numerous product management and data initiatives to support growth efforts. Remote employee with monthly visits to Los Angeles based Corporate office. Manged 2 reports, 2 shared resources, 3 outside contractors / agencies.

j2 Global Communications (eFax)

Sr. Manager, Customer Lifecycle Marketing

Co-founder and head of Marketing/Product for one of the first true email marketing automation platforms /  ESP's, delivers a full web based, self-serve user interface, and a suite of lifecycle marketing automation, survey, and analytic tools. Founded by a small group of industry professionals, M4 developed its own core technologies, including proprietary MTA’s, DNS, caching, data collection methods. The M4 solution enables companies large and small to manage their email programs end-to-end online, from list building to campaign creation, broadcast to surveys, and post-campaign analytics. M4 attracts top-tier customers including eFax, NBCi, Synapse / Freebizmag, Bigfoot Communications, MeritDirect and AllBusiness. As a co-founder, I wear multiples hats, with responsibilities across the company including sales, product management, demand generation, partner development, marketing, account management / client services, and team management. M4 was acquired by j2 Global Communications (eFax) in late 2003 and day to day operations were turned over mid 2006. Managed team of five.

M4Internet Inc. (Acquired)

Co-Founder

eTracks, an early email ESP, leveraged it's proprietary technology to grow its own email marketing list and drive direct consumer sales via multiple eCommerce websites. Responsibilities include sourcing, merchandising, and promoting consumer electronics and season gifts, including digital cameras, scanners, and home networking equipment via eTrack's eCommerce websites and email marketing lists. Work with in house developers to create up sell / cross sell functionality in the website shopping cart / funnel, increasing the average transaction amount over 20%. Design, implementation, and A/B testing of all landing pages & promotional emails, increasing direct to consumer sales conversion rate by over 50%. Provide technical sales support to the inside sales team. Provide marketing guidance and technical support to eTracks email ESP clients, assisting in the strategy and deployment of their email campaigns. Managed trade shows. Individual Contributor.

eTracks Inc.

Sr. Marketing Manager, eCommerce & Email Marketing

Newsoft spun out of UMAX to monetize the software assets it had acquired to bundle with its scanners and digital cameras. My primary role was to guide product direction and bring new products to market via in-house development, licensing and acquisition. Hired and lead the team that built and launched the company's first eCommerce web site with ESD (electronic software delivery), and self-hosting via 4 bonded T1's. Negotiated and maintained software license relationships allowing Newsoft to bring leading-edge imaging related retail and OEM bundle products to market. Involved in full cycle development including product management, feature set, packaging, production and product launch, releasing new title(s) each quarter. Led online and channel marketing & promotion efforts including in-store merchandising programs, promotions, point-of-purchase displays, in store demo days, training, collateral, and trade shows. Reported directly to the President, I played a key role in product definition and direction. Worked directly with Sales team to helped establish and maintain key OEM relationships such as HP, Epson and Scanpaq. Led major effort to build out new office space for 120 people including phone and network infrastructure. Served as department head for Product, MIS / IT, Technical Support, and Internet. Worked with international & contract development teams. Managed 8 reports.

Newsoft Inc.

Sr. Product & Marketing Manager

Defined market strategy for award-winning sheetfed scanner. Developed integrated marketing plan for consumer product lines including flatbed scanners, business card reader, and sheetfed scanner. Assisted inside sales, VARS, and manufacture reps with presentations to large retail accounts. Channel marketing activities including in-store merchandising program, promotions, POP / POS (point-of-purchase / sale display), in store demo days, and promotional collateral. Managed product packaging & out-of-box experience. Responsible for product launches of all retail products including print ads, pricing strategies, customer and sales training programs, sales / marketing tools, competitive analyses. Monitored market trends, competitors, production backlog / forecasting. Provided research and direction for existing scanners while investigating the market and developing channels for future products. Negotiated software OEM agreements. Managed equipment at trade shows, demos, and conducted press meetings & tours. Individual Contributor.

UMAX

Product & Marketing Manager, Consumer Electronics

During the 90's the Pontiac Fiero was the platform of choice for exotic kit cars including replica Ferraris and Lamborghinis, taking the place of its predecessor the venerable VW Bug. As a kit car enthusiast and owner/builder of a Fiero based Testarossa, I recognized the absence of an appropriate replacement interior for the Fiero and founded Specialty Car Interiors (SCI) with the sole purpose to replace the dated GM interior with a European inspired interior appropriate to the stylish re-bodies available. Marketing efforts included print advertising in leading replica & kit car magazines, trade publications, enthusiast club newsletters, and participation in national and regional kit car shows. Licensed additional interiors and components to expand the product line. Operations ceased in 1997 when the molds and tooling were lost in a warehouse fire.

Specialty Car Interiors

Founder

Technical support for network fax, fax server, and plain-paper fax products. Maintained product bug and wish list. Managed technical support bulletin board system. Provided technical sales and field support to inside sales, re-sellers, vars, and manufacturer reps. Worked with product management to define new product specifications,  documentation, and training. Tested new software and hardware releases. Provided internal computer network administration / IT. Individual Contributor.

JetFax Inc.

Senior Technical Support & IT Manager

Technology Concepts was the leading fax switch / modem company, it's technology allowed fax, modem and phone to share a single phone line. I was responsible for establishing and managing the technical support and RMA departments. Served as interface with press during product reviews. Provided technical sales and field support to inside sales, re-sellers, vars, and manufacturer reps. Assisted with new product specifications, documentation, and training. Provided internal computer network administration / IT. Managed 2 direct reports.

Ted Scott

Ted Scott