
VP, Advertising Products
San Francisco Bay Area

VP, Advertising Products
San Francisco Bay Area
* Product and market development professional, with a passion for identifying and growing businesses around new markets & technologies
Product Marketing, Product Management, Analytics, AB testing, Direct marketing, Revenue generation, New product development, Ecommerce, Consumer, Small medium businesses (SMB)
(Public Company; T; Internet industry)
2009 — Present (less than a year)
I lead a team of general managers and product managers who are responsible for AT&T Interactive's portfolio of advertising products. These include local search, online display and mobile advertising in AT&T's ad network.
We're actively hiring and looking for great people! There are openings on my team for product & business managers. Do reach out if you are interested in learning more or about other positions in the company.
(Privately Held; Internet industry)
2007 — 2009 (2 years )
[Product management, user experience, monetization, direct marketing]
* Improved user experience leading to 65% increase in call minutes, 25% decrease in bounce rates and 70% increase in sales
* Launched advertising and transactional revenue streams, resulting in 60% of calls being monetized, and optimized pricing to increase average transaction size by 140%
* Doubled user base to 10M while reducing acquisition cost by 80% through virality programs
* Directed marketing campaigns and managed deliverability of 100M+ emails
* Recruited and managed team of product managers, front-end engineers, visual designer, direct marketer and data analysts
* Jaxtr was acquired by SabSe Technologies in 2009
(Public Company; eBay; Internet industry)
2004 — 2007 (3 years )
[Product requirements, new business development, community management]
* Defined the value proposition and product requirements for a new shopping site (eBay Express) targeted at consumers underserved by eBay
* Achieved $180M sales run-rate and 3.5M weekly visitors in 18 months after launch via product enhancements, channel marketing, and inventory management
* Delivered 40% increase in conversion rates and 20% repeat purchase rate by better engaging visitors and optimizing the purchase flow
* Led marketing to and on-boarding of 550K sellers for successful supply development of 10MM+ product listings
* Pioneered and sold eBay’s first business development deal to Top 100 Internet retailers
(Privately Held; Computer Software industry)
2002 — 2004 (2 years )
[P&L responsibility, $1MM+ discretionary marketing budget]
* Delivered 15% annual revenue growth, 30% increase in new user sales, while reducing marketing expenses by 20%
* Led email, paid search, SEO, affiliates and channel programs that increased traffic by 120%
* Designed new pricing model that led to 18% increase in value of new subscriptions and 25% decrease in cancellations
* Directed PR and branding campaign resulting in WSJ, Entrepreneur Magazine coverage and Forbes Best of the Web 2003 & 2004 awards
(Privately Held; Computer Software industry)
2000 — 2002 (2 years )
[Sales enablement, positioning, messaging, media relations, business development]
* Part of solution selling team that closed the first sale (worth over $3M) for the company
* Developed 80% of the tools, messaging, and competitive intelligence used by field sales
* Started analyst & media relationship function, securing over 15 pieces of favorable coverage in 12 months, including Gartner, Forrester and InfoWorld
* Business Unit was acquired by Click Commerce in 2006
(Public Company; MSFT; Computer Software industry)
1999 — 1999 (less than a year)
[Product definition, positioning, market requirements, usability testing]
* Developed roadmap and prioritized functionality for a new online financial service
* Managed cross-functional team to research and generate user behavior models, leading to site changes on MoneyCentral that reduced user drop-off by 30%
(Partnership; BCG; Management Consulting industry)
1996 — 1998 (2 years )
[Business analysis, market and competitive research, corporate development]
* Identified $50 million in new market opportunities for building materials client
* Increased revenue potential of telecommunication client by $150M with new product lines
* Assisted global electronic payment client in valuing, structuring, and negotiating a $500 million roll-up of the major industry players
MBA , 1998 — 2000
Bachelor of Commerce, Bachelor of Science , 1992 — 1996