Risa Field - Pearl

Current

• Strategic Marketing Guru at Risaworld Consulting

Past

• Sr. Manager Online Marketing, Gap Online at Gap Inc Direct
• Marketing Director at Les Concierges, Inc.
• Director, Sales/Strategic Partnerships at MyPoints.com, Inc.

• National Account Mgr/Marketing Specialist at Ticketmaster-Citysearch
• National Acct Mgr/Marketing Specialist at Citysearch
• Sr. Account Manager at Organic, Inc.
• Sr. Account Manager at iXL Enterprises, Inc.
• Account Supervisor at Think New Ideas
• Account Supervisor, various Ad Agencies at Various Traditional Ad Agencies

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Education

• University of Southern California

Recommended

6 people have recommended Risa

Connections

226 connections

Industry

Marketing and Advertising

Risa Field - Pearl’s Summary

Marketing Generalist with experience at leading ecommerce sites, publishers, service providers and leading agencies: working with Fortune 500 clients and proven results. Direct marketing and branding experience on client and agency side. Managed research, strategy, budgets and P&L responsibility for consumer client accounts. Consumer qualitative and quantitative research experience and strategic planning, as well as comarketing/business development relationships and coming up with interesting new media strategies for mutual benefit. Backround was originally in traditional advertising/marketing on the agency side as both an account manager and media buyer/planner; but the past ten years have focused primarily on online marketing, with a bit of general consumer brand and direct marketing as well. Worked initially at online agencies/site development companies when I first moved to San Francisco during "the boom", and focused on media and creative development. The past four years, have also been involved as a strategic marketing manager/sales manager within media sales/publishing organizations, that are also part of leading E-Commerce companies; and as a Consumer/Member Marketing Director partnering with leading brands.

Risa Field - Pearl’s Specialties:

Strategic Partnerships, Comarketing, Advertising/Marketing, Branding/Identity, Brand and Product Strategy, Creative Development/Copywriting, Promotions, Research, Sales Development, Media Sales/Buying/Planning, Product Development, Strategic Planning/Segmentation/Analysis. Driving action from customer insights. Direct marketing, business forecasting, pricing, competitive positioning.

Risa Field - Pearl’s Experience

• Sr. Manager Online Marketing, Gap Online

  Gap Inc Direct

  (Public Company; GPS; Retail industry)

  2008 — 2008 (less than a year)

• Marketing Director

  Les Concierges, Inc.

  (Consumer Services industry)

  2006 — 2006 (less than a year)

  At this concierge services company I marketed member benefits for credit card companies' top card products, prestige benefits for staff at top companies, and for private memberships in the automotive, retail, and hospitality industries. As Marketing Director, I worked directly with clients such as MBNA, Bank of America, Leading Hotels of the World, Jaguar of North America, Genentech, and Nordstrom. I led all client program initiatives that promoted and increased use of concierge service benefits, as part of their overall marketing program goals. This included acquistion, usage, loyalty, and repeat purchases. Job duties included account strategy, consumer offer development, research and analysis, direct marketing creative development, vendor sourcing/negotiation, and copywriting. For Bank of America for example, I worked with client and internal teams to increase response metrics 10%-50% on a year-over-year basis, with reduced marketing budget and internal support.

• Director, Sales/Strategic Partnerships

  MyPoints.com, Inc.

  (Public Company; 201-500 employees; Internet industry)

  April 2003 — May 2006 (3 years 2 months)

  Leading internet loyalty/e-commerce/commerce shopping portal, that was a subsidiary of United Airlines loyalty division. Managed Strategic Partnerships worth over $3MM annually, and supervised New Products, Category Management and New Member Acquisition/ Retention/Database Segmentation. Duties included account sales, strategy, P&L analysis/tracking, and consumer research.Clients included Doubleday Entertainment, Office Depot, Overstock.com, Barnes and Noble, Columbia House, and ServiceMaster, among others. Developed and implemented strategy and media plans; behavioral targeting, affinity marketing, and psychographic segmentation. Also negotiated, sold and optimized large contracts to ensure sales goals; while ensuring that clients met their own financial goals and marketing objectives through the partnership. Improved one partner's results150% on a year over year basis for 3 years, with performance optimization, testing, email targeting, research, and offer/creative development.

• National Account Mgr/Marketing Specialist

  Ticketmaster-Citysearch

  (Public Company; 5001-10,000 employees; IACI; Online Media industry)

  April 2001 — August 2002 (1 year 5 months)

  One of Barry Diller's/Interactive Corp companies. Job included product packaging and marketing for National Sponsorships/Cross-Network media deals for Ticketmaster, Citysearch, Evite, and Match for the Advertising/National Sales Team. Client categories included Entertainment, Beverages, Travel, Apparel, and Technology.

• National Acct Mgr/Marketing Specialist

  Citysearch

  (Public Company; 201-500 employees; IACI; Online Media industry)

  April 2001 — August 2002 (1 year 5 months)

  Same as above, sometimes focusing only on Citysearch regional properties.

• Sr. Account Manager

  Organic, Inc.

  (Public Company; 201-500 employees; OGNC; Marketing and Advertising industry)

  November 1999 — November 2000 (1 year 1 month)

  Managed online advertising, email, affiliate marketing and search engine optimization for large marketing clients, such as Home Depot, and Business.com. Managed media buys, creative development, ROI tracking and performance optimization, and budgets/P&L.

• Sr. Account Manager

  iXL Enterprises, Inc.

  (Public Company; 501-1000 employees; IIXL; Marketing and Advertising industry)

  June 1999 — November 1999 (6 months)

  Managed online marketing campaigns including Search Engine Optimization, Media Buys, Performance Analysis, and Promotional Strategy, and Creative Development for various clients.

• Account Supervisor

  Think New Ideas

  (Public Company; 201-500 employees; Marketing and Advertising industry)

  September 1998 — June 1999 (10 months)

  Managed promotional strategy, media buys, campaign management/reporting analysis, and creative development for web sponsorships and email buys. Clients included Gap.com, Minute Maid and Martha Stewart Living.

• Account Supervisor, various Ad Agencies

  Various Traditional Ad Agencies

  (Marketing and Advertising industry)

  June 1993 — June 1997 (4 years 1 month)

  Worked at top Advertising Agencies in Los Angeles, including McCann Erickson and Rubin Postaer. Clients included Media One Broadband, Honda, Paramount Home Video, Fox Home Video, Mocha Mix, and various other fashion and entertainment accounts.

Additional Information

Risa Field - Pearl’s Interests:

Gardening, Karaoke, Skiing, Hiking, and my Dog Max.

Risa Field - Pearl’s Contact Settings

Interested In:

• career opportunities
• consulting offers
• expertise requests
• business deals
• reference requests
• getting back in touch