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INDEPENDENT, Newton, MA (2009 - Present)
Consultant
Engaged with early- to mid-stage e-commerce, Web 2.0, and mobile start-ups across a range of marketing disciplines, including branding and positioning, market research, sizing and forecasting, competitive analysis, product marketing, and digital strategy.
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Wrote articles for Xconomy.com, an online business and technology website with 250K+ highly educated monthly uniques. |
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Partnered with Black Screen Studios to create a series of web shorts launching April 1. |
WORLDMATE, Wellesley, MA / Lod, Israel (2008 – 2009)
Leading mobile travel services company with over 4M users worldwide
Vice President, Marketing
Oversaw global marketing activities, including PR, media outreach, email and online marketing, viral campaigns, promotions, and co-marketing with industry partners, such as BlackBerry and Nokia. Served as chief owner of product roadmap and backlog. Managed a team of 12 people working in the company’s headquarters based in Israel.
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Led corporate and product re-branding effort, including overhaul of company website, web application, and mobile client. |
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Streamlined and optimized key website flows to increase conversion by 500% and upgrades to premium product by 100%. |
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Played integral role in securing Series C financing through major improvement in core business metrics. |
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Increased sales via company channels by 100% during the recession while 3rd party channels declined by as much as 50%. |
| RFL: Decided not to join company when it relocated the corporate headquarters |
PANRAVEN, Cambridge, MA (2007 – 2008)
Multimedia and social media platform for creating digital and printed storybooks
Vice President, Marketing
Led partner, viral, social media, and guerilla marketing efforts. Oversaw PR plan, media outreach, and other press activities. Defined product marketing requirements.
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Managed private and public beta launches of the company’s website. |
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Formulated corporate strategy and developed and maintained ongoing operational plan. |
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Drove partnerships with organizations reaching a loyal fan base (e.g. Boston Red Sox, Virgin/Capitol Records) resulting in millions of web impressions, active site participation, high quality user generated content, and an explosion in viral sharing. |
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Facilitated partnerships with four major cruise lines. |
| RFL: Voluntary departure when company needed to reduce cash burn |
GATHER.COM, Boston, MA (2006 - 2007)
Leading social networking website for 35+ age bracket
Vice President, Marketing
Directed member acquisition and retention programs, including paid search (SEM), organic search (SEO), email, lead generation, viral, direct mail, print, and contests and promotions. Managed agency production of TV spots on CNN and Fox News. Led corporate marketing. Managed a staff of 7 employees. Negotiated agreements with agencies and vendors.
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Oversaw strategy, execution, and creative asset production for corporate and sponsor-driven marketing campaigns, yielding triple-digit percentage increases in site retention and participation. Sponsors included Starbucks, Nintendo, Universal Studios, Amtrak, Amazon.com, and Borders. |
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Increased average daily signups by over 2000% in 10 months, resulting in 8-fold increase in site membership. |
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Promoted from Director to Vice President after 9 months of employment. |
| RFL: More flexible work schedule to deal with family health matter |
NLG, Woburn, MA (2003 – 2006)
World’s largest online cruise seller
Director of Marketing, Partner Brands [2004 – 2006]
Managed a team of Brand Managers responsible for day-to-day execution of marketing plans. Participated in and led task forces to conceptualize and implement new CRM and loyalty initiatives.
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Oversaw white label branded partnerships with e-commerce travel companies and offline retailers, including Orbitz, Yahoo!, Priceline, Hotwire, Sam's Club, Wal-Mart, and various airlines, accounting for over $350M in annual sales. |
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Drove growth through co-branded promotions, search and email campaigns, digital and print media, retail signage and collateral, and business development. |
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Allocated $3M budget to a mix of acquisition and loyalty marketing and achieved 50% year-over-year blended sales growth, far outpacing company's internal sales forecast and industry benchmarks. |
Brand Manager [2003 – 2004]
Actively participated in quarterly budget process. Liaised with product management, R&D, merchandising, market research, and creative services to identify customer segments, select optimal product mix, and execute targeted promotional initiatives. Forecasted results and assessed brand health and performance through KPIs and ROI analysis.
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Managed over $75M in gross sales with $1.5M marketing budget and full P&L responsibility. Allocated budget to blend of point-of-sale, print, direct mail, email, and online marketing campaigns to exceed sales goals. |
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Created distinct value proposition and product differentiation for each brand. |
PRINCESS CRUISES, Santa Clarita, CA (2002 – 2003)
Senior Associate, Strategy & Business Development
Served as internal strategic consultant tasked with increasing direct-to-consumer business. Drove qualitative and quantitative market research from project conception and design to completion. Spearheaded fleet-wide business development to generate additional onboard and shoreside revenue from both customers and strategic partners.
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Directed corporate re-branding effort, with new “Escape Completely” repositioning in the marketplace. |
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Served as the product marketing stakeholder in website redesign, focusing on rich engaging destination content. |
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Reorganized company call center and overhauled agent training programs and compensation plans. |
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Led analysis to identify and propose cost savings of $1B over 5 years following Carnival Corp’s acquisition of Princess. |
APPLIED INSURANCE RESEARCH, Boston, MA (1998 – 1999)
Natural catastrophe risk management software company
Group Manager, Product Management
Sourced data products from global vendors and prepared residential and commercial exposures databases for risk modeling and inclusion into software products.
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Introduced software updates ensuring products would reliably assess risk and potential losses from natural disasters. |
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Supervised team of 6 people in building B-to-B Internet service, enabling clients in real-time to forecast losses, allocate resources, and improve productivity. |
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Negotiated contract terms with dozens of data and software vendors worldwide. |
COOPERS & LYBRAND, Boston, MA (1997 - 1998)
Consultant
Conducted extensive research aimed at valuing the assets of multibillion-dollar global corporations. Prepared presentations and
delivered them to internal senior management and Fortune 500 clients.
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Saved clients over $100M in tax expense through implementation of transfer pricing strategies. |
ABT ASSOCIATES, Cambridge, MA (1995 – 1997)
Highly regarded economic and social policy consulting firm
Analyst |
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