OpenMarketing

Details

Experience

2008—2009

Interim CMO, Zannel, Inc.
Following successful conclusion of interim CMO assignment, became an advisor to this company that provides a micro blogging service like Twitter but with multi media (video, pictures) to better meet the needs of Gen Y.

  • Developed monetization strategy and sold it into the management team and board of directors. Tested monetization plan with advertising and corporate buyers. Worked with sales and business development team to create sales tools and collateral needed
  • Authored content strategy to acquire content at no cost to the company. Hired in team of interns to go after content in local markets both online and offline. Signed CAA, the global talent agency, as a strategic partner, to accelerate acquisition of content as well as revenue
  • Managed a team of 7 marketing professionals, 15 part-time interns, and a program budget of $400K. Served as company spokesperson at trade shows and in social media. Managed third-party integrations with Twitter and WordPress through outside developers
  • Built traffic and increased registrations by careful attention to viral pathways, re-designing mobile landing pages, and changing spending on search engine marketing
  • Launched the company’s iPhone application as well as multiple content programs including PoliticsBlue, Playboy Interns, and Deal or No Deal VIP club

2006—2008

VP of Marketing, Mobio Networks, Inc.
Built the brand and created demand for the initial product set for the maker of mobile infrastructure software selling direct to consumers in the US and through carriers and media partners in India

2000—2006

CEO & Founder, Firewhite Consulting, Inc.
Pioneered and championed a group consulting practice combining best practices in direct marketing with innovations in marketing science. Leveraged $12M of investment by clients into $1,057M in new business value. Portfolio of clients including Charles Schwab, Dell, Good Guys/Comp USA, Knight Ridder, Microsoft and West Marine

  • Influenced clients to experiment with new forms of marketing that went beyond tactical sales promotion to leverage direct and database marketing to drive sustainable growth in revenue and profitability
  • For a major retailer, was instrumental in turning around this business, which had been running at a $200M cumulative loss, and with our assistance reached profitability for the first time in 7 years. Positioned the business to be acquired in a transaction valued at $100M
  • For a major media client, influenced them to change pricing on a new product from discounting (to encourage trial) to premium pricing (to maximize value), driving $420M in incremental business value
  • For a major retailer, built the business case to move 6M record database to a RDBMS to better support just-in-time marketing for expected savings of $600K over 4 years; managed cross-functional implementation team at both the client and the vendor

1997—2000

Member of leadership teams that jump-started early stage businesses and turned around struggling marketing practices of the direct marketing arm of global advertising agency

  • In less than 6 months, as CMO to Everypath (a mobile infrastructure software start-up with no brand identity, customers, partners or go-to-market strategy) positioned the business to build $450M of value:
  • Participated in Series C fund raising of $95M; grew the business’s valuation from $40M to $400M
  • Developed the company’s brand and entry strategy that attracted the first 30 customers (among them E-Trade and Home Depot)
  • In 6 months, as CMO to IQ Commerce (an early ASP for sales promotions) instrumental in assisting this start-up to attract $20M in series B financing, hire a new CEO, and acquire customers worth $1.25M in revenues
  • In 6 months, as CSO to Direct & Database Marketing for Euro RSCG (advertising holding company) doubled practice revenues from $2M to $4M, saved major client (Blue Shield) from defecting to competition, and landed 1 new client (Wells Fargo Bank) worth $8M annually
  • In 6 months, as first VP Marketing at Flycast (banner ad network), successfully positioned this start up in the direct response market and helped it acquire first ecommerce customers. Flycast had an IPO in 1999 with an initial market cap of $400M and later sold to CMGI and Engage in a transaction valued at $2B

1991—1997

Miller/Kadanoff Direct & Interactive
Recognized that direct marketing could be more “junk mail” and built a high-profile direct marketing agency to address this opportunity

  • Co-founded Miller/Kadanoff Direct & Interactive and built this agency into a $20M business delivering creative excellence and ROI driven marketing. At one time, Miller/Kadanoff was the largest direct marketing agency on the West Coast
  • Managed finance, account services, target planning, and interactive practice groups, totaling 50 employees; built infrastructure required to grow the company by 100% per year for 6 out of 6 years
  • Attracted and retained national client base: 3Com, Cisco, Levi Strauss, Oracle, Robert Mondavi, Sun Microsystems, and Wells Fargo
  • Obtained multiple term sheets from advertising holding companies. (Ultimately, the company sold to IPG and got absorbed into Draft Direct, the largest direct marketing agency in the world.)

1985—1991

Marketing Communications Manager, Product Marketing Manager, Apple Computer

  • Introduced the Mac SE and Mac II and 200+ other products targeting the Macintosh in business. Part of the marketing team responsible for driving Mac’s share in business from 2% to 7% during this period. Promoted from marketing communications manager to product marketing manager. Responsible for managing a group of 6-8 marketing professionals with responsibility for a budget of $75M in advertising, direct marketing, and sales promotions.

Education

  • MBA – Stanford Graduate School of Business
  • BA – Harvard College – Psychology and Social Relations – Summa Cum Laude
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