Santa Cruz, California
SUMMARY
An accomplished Marketing Programs Manager and E-Business Professional with a broad and unique combination of experience in account management, marketing strategy, direct marketing programs, and website development and design. Fortune 500 clients in consumer products, financial services, retail, bio-tech, and high tech industries include Apple Computer, Johnson & Johnson, VISA USA, and Thomas Kinkade.
EXPERIENCE
Marketing Program Manager
E. Sporleder Consulting, Santa Cruz, CA, 2001 to present
Created a project-driven Internet consultancy providing strategy, research, and marketing project management to businesses and professionals nationally.
Selected client projects:
BPG Worldwide, www.bpgworldwide.com, Campbell, CA
• Managed the launch and ongoing development of Dipdive.com and the Dipdive Mobile Application including day-to-day operations, work plans, requirements definitions, scope management, resource allocation, process and methodologies implementation, documentation, customer support, copy writing, and content management.
Oak Hill Corporation, www.oakhillcorporation.com, Los Gatos, CA
• Managed the re-branding, redesign and maintenance of www.bigfix.com including news and product portals and Salesforce integration as well as the design, development and launch of corporate Intranet site.
• Managed the design and development of training, marketing and documentation materials for clients including Palm, PayPal, Interwoven, Brocade, and Covad.
Connect Direct Inc., www.connectdirect.com, Redwood City, CA
• Managed online direct marketing program for Sage Software including the design and development of direct mail piece, email blast, and corresponding micro-site with fulfillment pieces and lead tracking integration to Salesforce system.
• Managed online direct marketing programs for leading email and web security company, IronPort, including keywords and Google ads, online syndicated content and text ads, email broadcast, and corresponding micro-site and fulfillment letter. Online syndication program generated 950 leads in first month.
Henderson+Aurelio Design Associates, Aptos, CA
• Managed the re-branding and redesign of www.moyogroup.com and creation of new set of business materials.
• Managed re-branding and development of new business materials for Heller Consulting, www.hellerconsulting.com.
Rother Herrlinger Consulting, Santa Monica, CA
• Provided in-depth online market research services analyzing and synthesizing foreclosure processes and laws by state and wrote comprehensive appendix of data on all 50 states for the co-author of a how-to publication on investing in foreclosed real estate.
Career Company, www.pattiwilson.com, Los Gatos, CA
• Consulted on the redesign and expansion of this small business website including communications plan that incorporated 800+ resource links, 30+ articles, ezine subscription and e-newsletter, bookstore, online payments, and interactive user assessments.
• Advised on usability and user interface, layout and design critique, site ontology and hierarchy logic, and metrics for measuring marketing success, such as click through analysis for web site.
E-Business Consultant and Senior Project Manager
Lutris Technologies, Santa Cruz, CA, 2000 to 2001
Achieved fast-track promotion and responsibility with this start-up web consulting and web services company from project management to eBusiness Consultant and marketing for external clients.
Selected engagements:
Solemates.com, Customatix Inc., Santa Cruz, CA
• Managed the customer account relationship and ongoing online product catalog and website enhancements and updates for this provider of customized tennis and sports shoes.
• Oversaw the development for the addition of international Shipping to the online product catalog.
Lutris Technologies Corporate Websites, Santa Cruz, CA
• Lead the development and integration of new corporate web applications from concept through deployment for the Internet and intranet including the redesign and launch of Lutris.com
www.macnica.co.jp, Manica Inc., Japan
• Managed preliminary business analysis and proposal development for a website enhancement to provide an interface for content delivery to customers on their i-mode cell phones.
Account Executive and Senior Project Manager
USWeb/CKS Group Inc., Cupertino, San Francisco and NYC Offices, 1996 to 2000
Initially recruited by the VP of CKS Interactive, the online business unit of this leading-edge integrated advertising, marketing and web services agency to manage Fortune 500 client interactive media and Internet initiatives. Achieved fast-track promotion and responsibility including client relationship management, marketing strategies and tactics, usability and interface architecture, design and development from concept to launch for 1-2.5M website projects.
Selected engagements:
Corporate Website Redesign, Johnson & Johnson Inc., New Brunswick, NJ
• Managed corporate branding of website and related issues to maintain the brand equity of J&J online.
• Developed online communications strategy to attract new employees worldwide including, new site architecture, VOD of employee testimonials and innovative J&J technologies, online resume submission-form, domestic and international jobs full-text search engine, and access to all of the J&J subsidiary companies showing the breadth and depth of a career with J&J.
• Project managed the site development technologies and oversaw design and technical implementation and controlled deliverable scope.
Dealer Extranet and E-Commerce Website, Media Arts Group & Thomas Kinkade, San Jose, CA
• Developed communications plan for site that included free postcard feature, dealer locator, e-mail utility, VOD of artist’s comment on artwork, e-commerce and product catalog, customer feedback form, key word and advanced search, and product configurator.
• Managed team of 25 develop of a 1.5 M project: a extranet extension and application for online ordering and tracking, template system for creation of customized franchiser’s web sites, and a redesign of the corporate web site to incorporate consumer e-commerce capability.
RankIt College Website, VISA USA, Foster City, CA
• Managed redesign, launch, and ongoing content management of this award winning, interactive site targeting the college student market including the website conception and strategy, design and technical implementation, content development and management and direct marketing.
• Oversaw site expansion to include marketing and promotional sections with Career Builder and for the San Diego 1997 X Games including moderated chat with athletes and interactive ranking of competitions.
• Project managed the design and setup of a dedicated terminal featured as part of the Job Direct Tour of 25 US college campuses including credit card sign up and submission on-line, as well as prize incentives, online banner ads on partner sites, and direct marketing promotion.
Apple MyHome Website, Apple Computer Inc., Cupertino, CA
• Project managed leading edge consumer website from conception including: wrote product specifications, schedules, price proposals and documentation, designed site ontology flowcharts, and managed usability study, set innovative website usability standards for new Internet user-customers.
• Managed team delivering on-going brand loyalty programs including monthly moderated chats and rewards and rebates for independent software vendor (ISV) products.
• Acting as site Interface Architect, oversaw and managed an integrated, comprehensive development of static and rotating banner ads, chats with archived transcripts, dynamically generated site personalization, printable coupons, feedback forms, multiple user site registration, site directory and search capabilities, bulletin boards, site tour, and on-line product registration.
www.mazdausa.com, Mazda USA, Irvine, CA
• Managed project from creative concept and client pitch to launch, including web launch of new vehicle, online game leading to promotional giveaway of vehicle as well as the expansion of www.mazdausa.com to include a vehicle configurator, dealer locator, and online financing.
• Managed development and marketing strategy of 30 day online “Road Trip” game to advertise, launch, and giveaway Mazda’s newly redesigned Protégé including, photo shoot, banner ads, direct evite, biweekly emails with travel details, legal requirements, and webcast of Protégé launch and giveaway.
Public Relations Coordinator, Corporate Public Relations
Apple Computer, Inc. Cupertino, CA, 1989 to 1996
www.apple.com
Achieved ongoing promotion and responsibility across multiple business units and functions including public relations, developer relations and mechanical engineering for this manufacturer of computing systems.
Marketing and PR
•Built relationships with media such as CNN, NBC, CBS, Wall Street Journal, MacWorld, MacWeek, Rolling Stone Magazine, News Week, SF Chronicle, SJ Mercury News, Better Homes & Gardens, and many more.
•Interfaced with industry analysts and tech journalists such as Walt Mossberg, Stewart Alsop, John Markoff, John Dvorak, and Shannon Maughan.
•Managed press events and press briefings at computer trade conferences (Comdex, DEMO 1995, MacWorld); coordinated product marketing and corporate press interviews.
•Wrote media alerts and responded to press questions regarding the alerts; responded to Apple PR hotline calls as well as further directed queries to investor relations, community relations, and Apple spokes people.
•Coordinated product photography and product press kit mailings; Formatted, edited and ensured timely dissemination of press materials including: briefing books, media alerts and press releases.
Event Management and Project Management
•With 60-day lead-time, produced 24 Feedback Forums and 19 Confidential Meetings for the Worldwide Developers Conference (4000 in attendance) including vendor/site logistics, panelist/speaker relationship.
•Managed Apple’s product demonstration room and exhibit at DEMO 1995 including setup, and vendor relations
•Produced The Evangelist Is In meetings to grow the Mac developer base during the Worldwide Developer’s Conference
AWARDS: Web Marketing Association’s WebAward Competition names www.RankIt.com as Best University Web Site of 1997.
EDUCATION: BS, Organizational Behavior, 1995, University of San Francisco
