Keywords
Username: pbrine
Location: United States, Santa Monica
Summary
Senior Marketing Executive with over 15 years digital experience applying innovative techniques to grow businesses, improve efficiency and open new marketing channels. Track record of delivering real world results in the Automotive, Financial Services, Retail and Consumer Electronics industries as a client and at agencies.
Whether you are rethinking your digital strategy, trying to find ways to take better advantage of the programs you have in place, working on operations efficiency or pitching a new client, I have the expertise to help you reach your goals.
Whether you are rethinking your digital strategy, trying to find ways to take better advantage of the programs you have in place, working on operations efficiency or pitching a new client, I have the expertise to help you reach your goals.
Experience
Employment
Independent Consultant
2009-Present - Account Director
Clients Include: TBWA Chiat/Day, Standard Time, Omelet
Provided digital strategy and execution support for agency clients including Proctor & Gamble, Pepsi, and CVS
Accomplishments:
• Developed launch marketing strategy for consumer focused healh and insurance website.
• Ran pitch to win Digital Agency of Record for PUR, a division of P&G. Estimated value of account - $6MM.
• Managed various digital initiatives for Gatorade, including implementing a Social Media campaign to promote Gatorade content.
• Prepared Social Media strategy to support CVS program to drive 1MM+ flu vaccinations in CVS stores.
2009-Present - Account Director
Clients Include: TBWA Chiat/Day, Standard Time, Omelet
Provided digital strategy and execution support for agency clients including Proctor & Gamble, Pepsi, and CVS
Accomplishments:
• Developed launch marketing strategy for consumer focused healh and insurance website.
• Ran pitch to win Digital Agency of Record for PUR, a division of P&G. Estimated value of account - $6MM.
• Managed various digital initiatives for Gatorade, including implementing a Social Media campaign to promote Gatorade content.
• Prepared Social Media strategy to support CVS program to drive 1MM+ flu vaccinations in CVS stores.
Genex
2007-2009 - Client Partner, Account Director
Clients Include: Toyota, Lexus, Scion, Ford, FordDirect, Chrysler, Suzuki, KOA
Spearheaded activities for a large group of automotive related clients at a mid-sized web development agency. Currently generate more than $3MM in revenue annually. Responsibilities include client acquisition, discovering, vetting and selling suitable projects, strategy development, assembling appropriate teams and overseeing delivery.
Accomplishments:
• Managed $1.6MM of service from Toyota annually, projects ranged from customer facing site design (Lexus) to sales force education intranets (Scion) to a knowledge sharing resource for Toyota associates worldwide (Toyota).
• Grew Ford account from $0 to $1.3MM over the course of 12 months. Developed key component to Ford’s new marketing platform. Company is now bidding against entrenched design and development resources for ongoing work.
• Worked with sister agencies to migrate clients from low-margin, offline marketing solutions to higher margin online marketing solutions. Worked with account leaders across agencies to assemble the correct resources and establish ground rules for working together. Currently successfully pitching solution to major clients.
2007-2009 - Client Partner, Account Director
Clients Include: Toyota, Lexus, Scion, Ford, FordDirect, Chrysler, Suzuki, KOA
Spearheaded activities for a large group of automotive related clients at a mid-sized web development agency. Currently generate more than $3MM in revenue annually. Responsibilities include client acquisition, discovering, vetting and selling suitable projects, strategy development, assembling appropriate teams and overseeing delivery.
Accomplishments:
• Managed $1.6MM of service from Toyota annually, projects ranged from customer facing site design (Lexus) to sales force education intranets (Scion) to a knowledge sharing resource for Toyota associates worldwide (Toyota).
• Grew Ford account from $0 to $1.3MM over the course of 12 months. Developed key component to Ford’s new marketing platform. Company is now bidding against entrenched design and development resources for ongoing work.
• Worked with sister agencies to migrate clients from low-margin, offline marketing solutions to higher margin online marketing solutions. Worked with account leaders across agencies to assemble the correct resources and establish ground rules for working together. Currently successfully pitching solution to major clients.
21st Century Insurance
2002-2007 - Director, Internet Marketing
Managed online marketing, New Business and Customer Care websites, Retention and Referral programs for $1B Property Casualty company. Responsible for $7MM marketing budget and entire sales process. Drove $100MM worth of sales per year. Managed team of three and six outside agencies.
Accomplishments:
• Increased sales through website 250% and “website share†of total company sales 70% while maintaining a cost per sale 50% lower than the company average.
• Boosted traffic to site 120% by implementing various online marketing programs, including a 4,000+ member affiliate program, paid search campaign including over 2,000 terms, business development deals and highly disciplined broad reach banner buys.
• Improved site conversion rate 75% through a series of usability improvements driven by user behavior analysis and multivariable testing using OPTIMOST.
• Drove various site enhancements, including developing innovative competitive comparison and coverage recommendation tools, replatforming site to support multiple languages and expanding the site to support ten new states.
• Launched new programs to encourage existing customers to refer friends and family to 21st. Expanded programs to four new states.
• Identified usability issues in our redesigned customer care site, prioritized and implemented design improvements.
2002-2007 - Director, Internet Marketing
Managed online marketing, New Business and Customer Care websites, Retention and Referral programs for $1B Property Casualty company. Responsible for $7MM marketing budget and entire sales process. Drove $100MM worth of sales per year. Managed team of three and six outside agencies.
Accomplishments:
• Increased sales through website 250% and “website share†of total company sales 70% while maintaining a cost per sale 50% lower than the company average.
• Boosted traffic to site 120% by implementing various online marketing programs, including a 4,000+ member affiliate program, paid search campaign including over 2,000 terms, business development deals and highly disciplined broad reach banner buys.
• Improved site conversion rate 75% through a series of usability improvements driven by user behavior analysis and multivariable testing using OPTIMOST.
• Drove various site enhancements, including developing innovative competitive comparison and coverage recommendation tools, replatforming site to support multiple languages and expanding the site to support ten new states.
• Launched new programs to encourage existing customers to refer friends and family to 21st. Expanded programs to four new states.
• Identified usability issues in our redesigned customer care site, prioritized and implemented design improvements.
Independent Consultant
2001-2002 - Account Director
Clients Included: Deutsch, Inc, Dynamic Distance Learning LLC
Provided general and interactive marketing strategies for start-up and Fortune 500 companies
Accomplishments:
• Developed online lead generation strategy for J.D. Edwards that led to $750,000 in sales
• Managed Mitsubishi Motors, USA website and online promotions, driving 250,000 car buyers to Mitsubishi each year
• Developed initial marketing strategy and launched debut website for cutting edge executive education service
2001-2002 - Account Director
Clients Included: Deutsch, Inc, Dynamic Distance Learning LLC
Provided general and interactive marketing strategies for start-up and Fortune 500 companies
Accomplishments:
• Developed online lead generation strategy for J.D. Edwards that led to $750,000 in sales
• Managed Mitsubishi Motors, USA website and online promotions, driving 250,000 car buyers to Mitsubishi each year
• Developed initial marketing strategy and launched debut website for cutting edge executive education service
eToys
1998-2001 - Director of Online Marketing
Founding member of eToys’ marketing department; developed and executed eToys’ online programs. Set strategy, negotiated and managed multimillion-dollar portal agreements, determined final creative direction for online marketing materials, designed and implemented reporting systems. Managed three-person team.
Accomplishments:
Portal Negotiations and Management:
• AOL: Led negotiations for a three-year, $18MM agreement with AOL - the largest single source of eToys orders. Made eToys the largest children’s retailer in the Shop@AOL area three years running. Successfully renegotiated original deal, doubling eToys’ ROI.
• Yahoo!: Negotiated pay-for-performance deal that drove 50,000 orders at a guaranteed cost per sale. Ensured that orders were delivered during critical Christmas period by securing additional “editorial” placements, increasing eToys’ exposure at height of shopping season.
• MSN: Negotiated a cost effective contract for exposure in MSN shopping area. Quadrupled anticipated performance of deal by working with MSN to develop new placements and editorial “content” that increased eToys’ exposure on MSN and drove additional sales.
Affiliate Marketing:
• Developed program that delivered 12% of all new eToys customers at guaranteed $10 cost per new customer. Developed Identified key consumer and affiliate targets. Sold program to over 25,000 affiliate sites. Increased performance of program by developing tiered affiliate service system ensuring personal attention for program’s top performers and creating unique promotional units that drove 20 times the sales of traditional banners.
Tracking and Support:
• Developed creative, tracking and trafficking processes that enabled one employee to manage, track and report on eToys’ 500+ online placements. Traditionally these tasks required staff of four.
1998-2001 - Director of Online Marketing
Founding member of eToys’ marketing department; developed and executed eToys’ online programs. Set strategy, negotiated and managed multimillion-dollar portal agreements, determined final creative direction for online marketing materials, designed and implemented reporting systems. Managed three-person team.
Accomplishments:
Portal Negotiations and Management:
• AOL: Led negotiations for a three-year, $18MM agreement with AOL - the largest single source of eToys orders. Made eToys the largest children’s retailer in the Shop@AOL area three years running. Successfully renegotiated original deal, doubling eToys’ ROI.
• Yahoo!: Negotiated pay-for-performance deal that drove 50,000 orders at a guaranteed cost per sale. Ensured that orders were delivered during critical Christmas period by securing additional “editorial” placements, increasing eToys’ exposure at height of shopping season.
• MSN: Negotiated a cost effective contract for exposure in MSN shopping area. Quadrupled anticipated performance of deal by working with MSN to develop new placements and editorial “content” that increased eToys’ exposure on MSN and drove additional sales.
Affiliate Marketing:
• Developed program that delivered 12% of all new eToys customers at guaranteed $10 cost per new customer. Developed Identified key consumer and affiliate targets. Sold program to over 25,000 affiliate sites. Increased performance of program by developing tiered affiliate service system ensuring personal attention for program’s top performers and creating unique promotional units that drove 20 times the sales of traditional banners.
Tracking and Support:
• Developed creative, tracking and trafficking processes that enabled one employee to manage, track and report on eToys’ 500+ online placements. Traditionally these tasks required staff of four.
Think New Ideas
1997-1998 - Account Supervisor
Clients Included: IBM, Ford Motorsports, Logitech.
Primary account management responsibilities for clients’ interactive marketing programs.
Accomplishments:
• Launched completely overhauled website for Logitech to align site with overall brand positioning and enable the site to be used internationally. Led international discovery and planning efforts to develop Logitech’s consumer, OEM communications, e-commerce, and globalization strategies. Instituted feedback and testing programs leading to immediate improvements to site.
• Developed design schema for Ford Motorsports to use on vehicles in all racing classes (NASCAR, Formula One, etc.) to ensure viewers understand they are watching a Ford – even at 150 miles per hour.
• Led cross-agency taskforce charged with developing a new name and identity for the IBM AS400e entry-level server.
1997-1998 - Account Supervisor
Clients Included: IBM, Ford Motorsports, Logitech.
Primary account management responsibilities for clients’ interactive marketing programs.
Accomplishments:
• Launched completely overhauled website for Logitech to align site with overall brand positioning and enable the site to be used internationally. Led international discovery and planning efforts to develop Logitech’s consumer, OEM communications, e-commerce, and globalization strategies. Instituted feedback and testing programs leading to immediate improvements to site.
• Developed design schema for Ford Motorsports to use on vehicles in all racing classes (NASCAR, Formula One, etc.) to ensure viewers understand they are watching a Ford – even at 150 miles per hour.
• Led cross-agency taskforce charged with developing a new name and identity for the IBM AS400e entry-level server.
TBWA Chiat/Day
1993-1997 - Account Supervisor
Clients Included: Nissan Motor Corp. USA, Infiniti, Energizer, Home Savings and Mitsubishi.
Founding member of TBWA Chiat/Day’s New Media group
Accomplishments:
• Launched Nissan Motor Corp. USA’s first four websites. Developed a marketing channel that is now Nissan’s single largest source of leads. Established the systems and processes necessary to build and manage these sites.
• Leading member of the Nissan New Media Taskforce – a team of client, agency and vendor representatives charged with developing and rolling out projects across multiple interactive channels, including interactive television, CD-ROMs, online services, kiosks and the Web.
• Managed a team of three; built a “New Media Team” of twelve, trained other agency account groups in New Media.
1993-1997 - Account Supervisor
Clients Included: Nissan Motor Corp. USA, Infiniti, Energizer, Home Savings and Mitsubishi.
Founding member of TBWA Chiat/Day’s New Media group
Accomplishments:
• Launched Nissan Motor Corp. USA’s first four websites. Developed a marketing channel that is now Nissan’s single largest source of leads. Established the systems and processes necessary to build and manage these sites.
• Leading member of the Nissan New Media Taskforce – a team of client, agency and vendor representatives charged with developing and rolling out projects across multiple interactive channels, including interactive television, CD-ROMs, online services, kiosks and the Web.
• Managed a team of three; built a “New Media Team” of twelve, trained other agency account groups in New Media.
About Me
Profile Type: Individual
Number of Employees: 1
Digital strategy, media, production, operations, client relations, search engine marketing and optimization, customer care websites, new customer websites, employee training, affiliate programs.
