RESUME

• Created first in US agency partnerships with two MMP vendors 
• As part of the SLT and Growth Labs Teams, formulated the direction for mobile beyond app downloads. 3Q is a 100% data driven Performance Media agency
• As part of the Growth Labs and SLT contributed to overall direction of the company through thought leadership writing
• Led the first non DR campaign for the company within mobile (exceeded internal benchmarks by 400%-800%). Included market sizing, determining budget based on market, reach and frequency goals. Research tools used included Global Web Index (GWI) and Comscore
• Created a market test model to provide a flat response across all advertising partners. This was done to work around the inherent limitations of iOS 14.5 (e.g., 1 day attribution window for FB and Apple’s 7 day click attribution). This model provided a true view of how paid performed against organic. The model also included the following: An A/B testing program to determine what creative provided the highest lift. A 1-1 comparison of how different advertising partners performed. 
• Introduced vendors to the wider teams that would drive our growth initiatives (e.g., creative production, brand measurement, and a move from strict Performance Media [e.g., SEO, SEM, app downloads] to upper funnel tactics)
• Researched, designed and implemented loyalty program for Foot Joy. Work included segmentation/personas (using GWI), tactics that will resonate with target personas, and editorial calendar based on psychographics of the golfer at different times of the year
• Wrote POV’s for numerous clients on what SDK’s and measurement partners they should use for their mobile application environment.
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• Developed DR strategy for following channels  for OneMain Financial (I.e., DR TV, Email, Display) which included market sizing, budgeting, planning, buying, implementation and measurement. Frequency was capped to an optimal 3.5 impressions over a 30 day period
• Ran DR campaigns for Lending Club which included market sizing, budgeting, creative, attribution models, content marketing, and reporting. Weekly reporting was provided with a constant 365 day look back to best determine ongoing budgeting needs based on historical patterns. Pivot tables with a weekly data refresh automated much of the reporting turning an onerous task into a 1-2 hour work flow. Optimization eventually led to the need to do upper funnel activities to generate enough lower funnel volume. Market testing was used to determine the proper budgeting for this activity
• Developed global mobile strategy and implementation documentation  for adidas and Four Seasons Resorts and Hotels. This included budgeting, and vendor selection
• Strategist for Wonderlust Travel (Publisher: Bob Guccione Jr. of Spin Magazine) 
• Media planning and buying of new product launch for POLK audio, included display, video and TV. Project included market sizing, determining reach and frequency and budgets required for those goals and media channels used. Campaign was optimized weekly with some ad partners being cut and others seeing their budgets increase based on performance. A 30 day attribution window was used for this campaign which had both DR and Awareness components to it.
• CRM for Meyer Cookware. Designed editorial calendar and co-created content for their email and SMS marketing programs. Certified Klaviyo (email/SMS provider) developer 

• tDeveloped and evangelized 5 year product roadmap in partnership from CEO 
• Collaborated with development team to push the product forward and identify areas for growth 
• Helped company from grow from 10M impressions/month to more than 2B/year today 
• Co-wrote investment deck which resulted in direct investment from Sprint Inc.

• Led global research, data & infrastructure for all things digital among all global properties. Grew digital marketing practice from three touch point pillars to eight key touch point marketing initiatives. Defined the consumer qualities of each touch point by developing personas
• Worked directly with creative and media agencies to define “on brand” tactics for marketing and advertising
• Stewarded stronger working relationship between agencies and other external marketing vendors 
• Identified and implemented a new monetization model leveraging new advertising revenue within the hotel network

• Clients included: EA, Disney, adidas, New Line Cinema, Nokia, Western Union, Showtime, Hyundai, Wells Fargo
• Developed and championed agency mobile practice to be executed across the country, head of west coast initiatives
• Managed staffing projections for clients and new business projections including resources, profitability, and hours
• Ran mobile and new media vendor relations including technical & media partners across international teams for adidas
• Established and maintained partnerships across mobile and new media practices
• Lead Strategy and Activation across 100’s of domestic & global mobile campaigns (media, technical and creative)
• Fostered and maintained strong client relationships keeping clients informed, educated and happy
• Sat as the global mobile expert across the agency responsible for relevant speaking engagements & PR interviews
• Provided continual thought leadership including innovative strategy, positioning and technology
• Help to drive new business both domestically and abroad for creative and media lines of business
• Total addition of new annual billings: $10B. Nokia ($400M), Disney ($12M) Theatrical, GM ($8B), adidas ($400M),
• Helped to successfully defended the adidas business and retained the global contract worth over $400M USD
• Founding member of the Mobile Marketing Association Board. A stint that lasted 7 years including time spent as Vice Chairman and head of the Metrics Committee

• Vetted external technology partners for the agency 
• Worked on bridging the gap between media and technology by bringing old media up to speed with new media

• Duties were focused on these four areas:
• Email deployment – Developed and deployed email on behalf of our clients like EA, Palm, Show Time and others
• Actionscript development for online marketing campaigns
• Sales engineer integrating with creative teams to ensure what was being pitched to clients was technically possible
• MARCOM integration with agency
  In addition I provided oversight of junior developers