Michael C.

Seasoned executive with more than 15 years of hands-on experience improving performance in a broad array of businesses, both online and offline. An effective communicator with the ability to establish relationships with all levels of management and to drive marketing efforts across business units, clients, and teams. Offering: • A proven ability to plan, execute, and optimize marketing strategies that increase revenues and profits. • Strength in expanding communication strategies to grow brands, cultivate qualified leads, and provide new revenue sources. • Expertise at identifying key consumer behaviors and conceptualizing strategic marketing technologies to exploit them. • Outstanding organizational, analytical, and quantitative skills. “I had the opportunity to work with Mike on several data mining and direct marketing initiatives and was always impressed with his passion, expertise and dedication to seeking innovative solutions to business problems.” December 15, 2010 -Thomas Plummer, Owner of Thomas Plummer Insights, Inc. Employment: GREEN DOT ADVERTISING, Miami Beach, FL • 4/08 – Present Green Dot Advertising is a full-service advertising agency providing top-notch creative, innovative concepts, and marketing approaches to an expansive array of businesses both online and offline. VP Direct Marketing Took ownership of all marketing accounts and respective campaigns. Principal VP responsibilities involve employment of SEO and SEM Keyword Analysis, Testing, and Optimization, as well as composition of content for clientele. Relied upon for the disaggregation and dissemination of data from research studies, website visitor activities, and promotional campaigns to establish optimal marketing recommendations. • Implementation of white label phone call tracking solution for clients to monitor offline conversion. • Accountable for Google Analytics’ configurations and other Internet analytic applications (e.g. Websites, email campaigns, search engine ranking, landing pages, microsites, advertising, social media, etc.) • Develop and execute online campaigns including: search engine advertising, display advertising, email marketing, social media and integrated campaigns. Analyze and interpret results to develop campaign optimization plans for customers. • Compile and merge information from multiple data sources to generate weekly and monthly client reports and dashboards. • Collaborate with clients to develop clear marketing objectives and work collaboratively to optimize campaign results. • Employ a “best practices” methodology, based on previously acquired standards and recent industry trends, to develop marketing and analytic strategies. INTELLIGENT CONTENT CORP., Boca Raton, FL • 2/08 – 4/08 A world-class provider of e-learning, interactive marketing and custom-developed technology solutions for the animal health space. Email Marketing Consultant Employed as a consultant to conduct strategic planning and develop an executable marketing plan for cultivating the direct sales channel. • Analyzed, optimized, and monetized email opt-in database. • Developed an improved email newsletter template to keep content structure consistent. • Identified new sales channels and restructured an inadequate communication strategy. • Fine-tuned opt-in and opt-out procedure. Including, the identification and elimination of inactive email accounts. SAPIENT, FORMERLY PLANNING GROUP INTERNATIONAL, Miami, FL • 3/06 – 6/07 Retained when Sapient purchased PLANNING GROUP INTERNATIONAL, on March 3, 2006, due to successful track record of accomplishments and promotions; continued to perform same functions. PGI was owner of BridgeTrack, a proprietary online campaign and customer relationship management platform. Company served as a provider of marketing, specialty, and fulfillment services for Internet promotions and print retail environments with 250 staff and revenues of $45MM. Most recent position listed first: Account Director • 11/05 – 06/07 Recognized as leading expert in Customer Acquisition and Direct Marketing. Proficient in response strategies and marketing technologies. Directed the largest direct marketing services client while continuing to consult and train other clients and staff. Detailed strategic planning utilizing "hands on" project management. Consulted with regarding the implementation of complex technology-based multi-channel sales and marketing solutions. Developed and maintained favorable relationships with new and existing clients, ensured products and services consistently meet client needs. Developed long-term planning, strategies, and decision-making architecture. Assisted in hiring and structuring within all post-acquisition departments. • Implemented and completed ECRM Automated Campaigns and XML that fully integrated with client CRM system and achieved a 28% reduction in cost per email, a 50% increase in pre-sales, and a 285% increase in sales through the online channel. • Received the Silver Addy award and the 2006 SOFIE (South Florida Interactive Excellence) Awards for Best Interactive Campaign or Site. • Selected as 1 of 8 Senior Directors assigned to a team to improve corporate efficiency, productivity, and financial performance. • Substantially strengthened the relationship with clients through building trust, integrity, communication, and delivering results. Measurement Manager • 12/03 – 11/05 Directed the development of analytic data tools that helped drive marketing strategy. Managed all employees responsible for compiling, analyzing and interpreting reports on performance, traffic, rankings, trends, keyword/search metrics and popularity. Established marketing strategy and measurement requirements for advertising campaigns. Collaborated with clients to develop clear business and measurement objectives and worked collaboratively with internal creative, account and search advertising staff to optimize campaign results. Maintained relationships with key direct marketing vendors. • Initiated full Direct Marketing Services product offering that contributed 15% to gross sales. • Developed Customer Modeling that produced the #1 prospecting sources for client; acquired new customers based on the model. • Redirected strategic consulting and analytics from Ad Weeks 2004 “#1 Interactive Agency,” to PGI. • Received the industry prized 2004 DMA Echo award for producing a customer acquisition campaign that generated over $81MM in online sales. • Split tested online applications and optimized conversion funnel to improve client application conversions by 95%. • Established and documented interactive campaign optimization procedures, including Online Banner Advertising Reporting, Post Transmission Reporting, for (EM) and Best Practices; conducted Online Brand Measurement Studies and key client sales presentations. • Established Corporate Brand Guidelines and reporting procedures for campaign analysis documents. • Defined and documented all PCA (Post-click-activity) Event definitions and campaign conversion ratios. Assistant Interactive Managing Director • 7/01 – 12/03 Played a key role in running all aspects of the company and was charged with managing everything from Clients to the Lead Operations Manager. Responsibilities included, for departmental structuring, staffing, managing HTML programmers, establishing a QA Department, and documenting many processes and organizational procedures. Oversaw job scheduling and job flow, and assisted in new product development and quality assurance testing. Developed E-mail programs and cost structures, authored standardized e-mail contracts, and documented opt-out policies and procedures. • Directed all Operations, developed operational processes, and procedures that increased operational efficiency by 25%. • Quoted and sold new marketing campaigns and ensured PGI captured all possible revenue opportunities, increasing all sales by 10%. • Initiated all post campaign analytics and structured Quality Assurance Department that increased customer satisfaction 15%. • Invented clients “Save-the-Application” e-mails which achieved 1 application to every 3 delivered e-mails. • Invented default tracking mechanism that enabled a 10% increase of all the online traffic and response data. • Planned and executed multiple online lead acquisition campaigns increasing clients prospecting database 90% in 1 year MORRIS COMMUNICATIONS, Miami, FL • 7/00 – 6/01 Corporate Marketing Specialist Sold direct marketing services for acquired SmarTTarget Marketing division including, mailing lists, direct mail, and e-mail programs to advertising agencies, direct mailers, and print media; clients included Morris Communications and Clear Channel. Managed all inbound list and Direct Marketing sales. • Contributed more than $1MM in revenue to firm’s total of $10MM • Designed and implemented new marketing approaches, and a consistent Customer Relationship Management program. • Maintained inside sales department operations, including managing existing and new client relationships. • Served as primary mailing list contact, mentor, and targeting specialist for all direct marketing sales representatives that were implemented nationally by many Morris Divisions. • Negotiated new and existing supplier relationships, as well as established purchasing agreements. • Published new marketing collateral, and designed a capability brochure and data catalog. • Designed E-mail marketing capabilities that company added as 1 of its core products. ARAMARK, Norwell, MA • 7/97 – 6/00 Successively promoted to positions of increased responsibility based on consistently exceeding goals and expectations. Large Account Manager Conducted B2B marketing for their Wearguard /Aramark Uniform and Career Apparel divisions, and initiated a new and profitable revenue stream by developing partnerships and relationships in the racing industry, sold merchandise at the racing venues. Improved client’s branding with the selection and use of image enhancing logoed apparel. Established, and maintained profitable c-level relationships with Boston Scientific, Cadillac, Chevrolet, OSG Ship Management, Darden Restaurants, Enron, Ferrari, Risi Competizione, Toshiba Copier & Fax, and US Filter. • Closed 90% of annual quota in the 1st year, 114% in 2nd year, and finished 3rd year at 100%. • Achieved $1MM annual quota and received a promotion from Sales Representative in 1999. • Developed and established the Doyle-Risi Racing Program, (now Risi Competizione) recognized as 3rd largest revenue-producing program during the fiscal year; gained exclusive rights to the Risi racing logo and access to sponsors. • Boosted personal sales 25% by producing OSG Ship Management Company’s Product Catalog and obtained exclusive rights to provide uniforms for their oil tanker fleet. • Promoted to 2 exclusive sales groups due to success as Large Account Manager. Education: Bachelor of Science in Marketing, Bentley College, Waltham, MA • 1996