American Graduate School of International Management - Thunderbird

University of Missouri-Kansas City

VP Director Digital Marketing  -  Brand & Strategy  -  Content Marketing  -  Customer Acquisition  -  Product Marketing

Austin, Texas, United States

Strategic digital business, marketing, and brand consulting services including market analysis, business development, brand positioning, product development, campaign development, content marketing (owned, earned, paid), social media strategy and execution, SEO, SEM, Social Media search advertising (LinkedIn, Facebook), copywriting, sales, demand generation, project management, 3rd party vendor sourcing, UX/UI, design, production, crowdfunding, and launch support.Client industries include SAAS, OTT video entertainment brands, venture capital firms, political campaigns, sporting events, media entertainment companies, search marketing agencies, geologic & petrophysical, online advertising, home health care, real estate, and mobile apps companies. • Created and launched a successful 2020 Q1 client email campaign with a 10% customer acquisition and a more than four-digit percentage return on investment.  • Increased a Dec. 2018 national sporting event’s participant registrations by more than 250% with a 3‐week direct response and engagement campaign on Facebook, Instagram, and Twitter.•  Provided creative, message, and brand counsel for a Spanish-language 2018 midterms GOTV cable TV and online video campaign.•  Grew an OTT video client's paid subscription base by 20% with a two-month content marketing campaign. •  Counseled numerous video content owners on OTT video monetization, marketing, content marketing, social media search campaigns, social media, UX, and subscriber acquisition best practices. •  Led business development efforts for search marketing agencies and online advertising networks including introductions, follow-up, and early-stage negotiations.•  Led direct sales including target definition, outreach, deal negotiation, closing, and client management for a start-up online advertising network. Achieved sixth-month sales goals in the first month.

Live Oak Consulting

Principal

Leads data-driven business strategy, brand and product strategy, social media, marketing, and product development for a leading online ecommerce cycling-centric specialty coffee retailer <a href="http://GrimpeurBros.com">GrimpeurBros.com</a>. •  Drives 20-30% annual e-commerce sales growth (2014 – present) utilizing email, sponsorships, content, and experiential marketing campaigns.•  Leads business, brand, marketing communications, event, content creation, consumer engagement, and social media strategies and campaigns.•  Develops, negotiates, and oversees multi-platform marketing communication campaigns and partnerships with blue-chip cycling brands, national & regional races, professional athletes, and race clubs.•  Positioned Grimpeur Bros. Specialty Coffee as a premier luxury cycling-centric brand.

Grimpeur Bros. Specialty Coffee

Founder

Created and launched an industry-leading OTT video business marketing consulting and educational initiative. Led Zype U's demand generation campaigns focused on data-driven content marketing, social media search marketing (Facebook, LinkedIn), landing pages, content syndication, public relations, and email marketing. • Created 26 graduate-level OTT video business classes on monetization, content engagement analytics, marketing and promotions, and audience development for Zype University (<a href="http://Zype.com/u/).%E2%80%A2">Zype.com/u/).•</a> Drove Zype University to become the 3rd most trafficked area on <a href="http://Zype.com">Zype.com</a> within 4 weeks of launch. • Provided strategic business and marketing consulting including brand and marketing audits, business and marketing recommendation plans, and campaign creation and reporting for more than 20 premium video business clients.• Created client consumer acquisition Facebook search marketing campaigns that delivered 3x-4x campaign ROI. • Developed and optimized Zype University’s Facebook and LinkedIn social media search marketing campaigns into one of the firm’s most efficient MQL drivers.• Authored 8 Zype University OTT video ebooks, five video scripts, and numerous blog posts.• Developed and presented Zype’s 2018 strategic marketing plan to the C-level management leadership.

Zype

Senior Director of Product Marketing

Led digital strategy, information architecture, and front-end design for the web services team. 	•  Spearheaded the McCombs School of Business' new site-wide navigation structure, homepage design, responsive user experience (UX), and content strategy. •  Led new strategic approaches to digital product development, design, content, social media, and optimization for the Web Services team in agile, hybrid, and traditional environments. •  Championed and implemented new design & content strategies with McCombs stakeholders. •  Led new information architecture and design initiatives for McCombs digital footprints. •  Designed, conducted, and analyzed market research in addition to writing project recommendations based on research findings. •  Sourced and managed outside digital branding and design resources for McCombs Web Services team.•  Supported the successful launch of various new responsive websites for key McCombs constituencies including Texas BBA, Texas MPA, Texas BHP, Texas MSTC, Texas MSBA, Texas MSM, Wall Street for McCombs, and McCombs Career Services.

McCombs School of Business, The University of Texas at Austin

Digital Strategist, Creative Director - Web Services

Re-launched & led 4Kids Digital Group for the international film and television production, licensing, and distribution firm dedicated to children’s entertainment. Full P&L responsibility; provided key senior leadership; presented data-driven reporting to the C-level manangment team; developed and championed the strategic direction of 4Kids Digital Group. Created strategic online brand positioning for 4Kids TV; led creative and production development process for interactive entertainment websites featuring online games, full-length TV episodes, and social media activities integrated with leading pop culture kids brands including Yu-Gi-Oh!, Teenage Mutant Ninja Turtles, and Sonic. •  Achieved revenue growth from $0 in 2006 to $1M in 2007; attained $1.7M in 2008 and $2.3M in 2009 with an 80%+ sell-out rate in a recessionary business environment.•  Reduced annual operating costs from $3.1M in 2007 to $1.9M in 2009; simultaneously enhanced technology infrastructure, hardware, software, website stability, and content serving capacity.

4Kids Entertainment

Senior Vice President - Digital Media

Head of the digital marketing studio (JWTwo) for the J Walter Thompson (JWT) New York office - overseeing a staff of 50+ digital professionals providing award-winning digital marketing and advertising campaigns for top worldwide brands. Won and delivered more than $6 million of digital business during the first year of the studio’s operation and more than $12 million in year two. Clients included Unilever, Kimberly-Clark, Cadbury Adams, Diageo, Pfizer OTC, Wyeth, Domino's Pizza, Rolex, JetBlue, HSBC, Diamond Trading Company, Welch's, and T. Rowe Price.

J Walter Thompson (JWT) - JWTwo Digital

Director, Digital Strategist

Launched the US sales promotion business of London-based Electronic Game Card, Ltd. Responsibilities included: marketing and sales strategy development for the US product launch of Xogo GameCards - the company's new, reward-based games promotional tool; US budget and P/L statement development and management; sales presentations to national media, interactive sports properties, and consumer goods brands as well as advertising, direct marketing, and promotional agencies; creation of sports-related promotional concepts and pitches for national sales team; product and business development for company's entry into the mobile phone "AdverGame" marketplace; product development of sports and gaming promotional games; B2B market research, analysis, and recommendations; and business and marketing counsel on potential company acquisitions and investments.

Electronic Game Card Marketing, Inc.

VP Sports & Interactive Sales

Developed and implemented brand positioning, product, marketing and media strategies, plans, tactics, reporting, and budgets for the launch of etopps (<a href="http://www.etopps.com">www.etopps.com</a>) - the internet's first e-commerce sports trading card product. Responsibilities included: brand positioning; offline and online marketing campaign development and implementation; management of advertising, marketing, research, public relations, promotions, production, and related agencies; ongoing product development for etopps and Topps web and mobile phone-based products; negotiation and management of media and content agreements with organizations such as <a href="http://MLB.com">MLB.com</a>, <a href="http://NFL.com">NFL.com</a>, <a href="http://NASCAR.com">NASCAR.com</a>, <a href="http://ESPN.com">ESPN.com</a>, <a href="http://CBS.Sportsline.com">CBS.Sportsline.com</a>, <a href="http://Nick.com">Nick.com</a>, eBay, and Google; directed product licensing, advertising and promotional approvals with MLBP, MBLPA, NFLP, PLAYERS INC., NBAP, NHL, NASCAR, and NASCAR racing teams; trade show promotions and management; consumer research, analysis, and recommendations; analytics and data-driven reporting C-Level management team, and strategic business counsel.

The Topps Company, Inc.

Marketing Director

Member of entrepreneurial start-up team that: launched online newspaper classifieds; evangelized the newspaper industry about the web; and positioned AdOne to newspapers as the online classifieds thought-leader and a proven revenue generating service. Developed and managed the brand creation, marketing strategy, plans, and tactics for the company's consumer Internet brand - Abracat. Responsible for budget planning, forecasting, tracking, and P&L for marketing and product management teams. Directed advertising, marketing, research, and public relations agencies. Managed the creative campaign development ($1.1 million budget) and consumer research (focus groups, one-on-one interviews, and usability testing) for Abracat's advertising creative, brand, and site development. Hired and managed a three-person team (Consumer Marketing Manager, B2B Marketing Manager, and Marketing Assistant).

Dan Manco