Domenico Tassone

September 2009 – August 2010 (1 year)

Pro bono measurement strategy/analytics reporting for major local interactive marketing group.

Public Company; 10,001+ employees; BMY; Pharmaceuticals industry

April 2009 – May 2010 (1 year 2 months)

Measurement/online media strategist providing outcomes-focused analysis and digital marketing insight.

Public Company; 10,001+ employees; WPPGY; Marketing and Advertising industry

July 2008 – March 2009 (9 months) San Francisco Bay Area

Leverage extensive online media/digital agency background and hands-on experience with ad serving technologies to guide brand measurement initiatives and campaign performance analytics; cross-training of media team and documentation of enhanced analytics processes.

Public Company; 501-1000 employees; WMT; Retail industry

August 2007 – May 2008 (10 months) San Francisco Bay Area

Worked closely with ad sales/ops partners at Triad Digital Media and internal merchant/marketing teams on retail online media campaigns/ ad product development for the nascent Walmart Online Media program: behavioral ad targeting pilot testing and business development; cross-functional process mapping of email ad product; improved accountability to co-op driven ad programs though performance analytics that better tracked brand engagement and actual sales lift; directed improvements to ad ops; identified need for critical workflow solution/partner; general online media strategy counsel.

October 2002 – August 2007 (4 years 11 months)

• Advised PersonalTube, an innovative online media/ad technology enabling social media influenced recommendations; focused on start-up finances, marketing, strategic alliances, product development and capital-raising.
• Provided research/consulting services for online video magazine (BusinessPOV) and behavioral ad technology/network (Tacoda).
• Developed MLS datamining tools for monitoring market prices, past appreciation; created Webcasts, PDA/wireless tools and other services; real estate Web products include: MyPlaceChicago, homeValence and BPOtools.
• Earlier experimental online media included Mobilito, offered via AvantGo wireless content service and a 24x7 Webcast.
• Provided services (listing, valuation and buyer) to select clients; administration/management services.

Privately Held; 11-50 employees; Online Media industry

January 2004 – June 2006 (2 years 6 months)

• Promoted twice by owner of spin-off Internet TV solutions and technology start-up focused on legal, medical and travel markets.
• Interim COO/CFO-type role overseeing cross-functional staff and vendors.
• Led business development/sales, product strategy, finance/admin and marketing functions.
• Instrumental in cultivation of strategic (technology integration and channel sales) alliance with Mentor Corp.

Public Company; 1001-5000 employees; ONWARD; Information Technology and Services industry

March 2002 – September 2002 (7 months)

• Worked on all aspects of marketing launch of Intranet portal and unique survey/evaluation/test applications developed by technology and services firm seeking to transition to software business.
• Developed major alliance that exposed technology to key decision-makers within target market of top 200 US law firms.

February 2001 – December 2001 (11 months)

• Worked on planning and start-up of Internet advertising audit service firm with cofounding team of experienced audit service sales team.
• Authored business plans and pro formas; solicited potential investors, partners and identified technology launch resources.

September 1999 – February 2001 (1 year 6 months)

• First full-time staff member dedicated strictly to alliance development and management for the technology group.
• Worked closely with product management and software engineering for the Open AdStream ad server platform towards furthering market penetration and capabilities.
• Developed and cultivated strategic alliances with Infi.Net, Trivida (BeFree), Solbright, NetPerceptions (Neural Applications), UpdateThis, Akamai, RealNetworks, Microsoft, AvantGo, AdExchange and others.
• Point person on new platforms for wireless and in-stream ad serving.

October 1998 – September 1999 (1 year)

• Relaunched Web site and business unit of start-up media company dedicatd to the Heroes, History and Hardware of the international military.
• Managed online businesses as profit centers that complimented on-air cable network and home shopping show.
• Led cross-functional teams to produce content, implement ecommerce and metrics platforms and develop online media/ad products.
• Managed all online marketing efforts spanning search marketing and integrated on-air promotion efforts.
• Developed and implemented key strategic alliances with media partners including: Primedia, About.com, Janes, HireQuality and others.

February 1998 – September 1998 (8 months)

• Led marketing of and cross-functional productization/packaging of real-time behavioral click through optimizer OptiMatch, an expert system technology that used neural networks, fuzzy logic and genetic algorithms.
• Developed,refined and executed alliance strategy for partnering with existing ad server platforms (RealMedia, NetGravity, Accipiter, AdForce, Doubleclick, ad networks and online media.)
• Laid groundwork for a major distribution alliance with NetPerceptions; cross-trained their management and sales teams.

Educational Institution; 1001-5000 employees; Higher Education industry

March 1995 – June 1998 (3 years 4 months)

• Developed one of the first college-level interactive marketing courses in the nation: Marketing with Digital Media.
• Taught course for several years as part-time adjunct instructor; promoted course to students, facilitated transition from computing to marketing communications department.

July 1994 – December 1997 (3 years 6 months)

• Co-founded one of the first wave boutique interactive agencies in the nation.
• Clientele included mom-and-pops, corporate marketers and agencies like: Allstate, Ameritech, Sara Lee, Serta and Subway; agency clients included Hal Riney & Partners, Jacons & Clevenger and Leo Burnett. Exited firm as market matured in early 1998.
• Managed business operations, administration and finances of bootstrapped venture.
• Directed online marketing including strategy and media: search marketing (PPC and SEO), banner advertising, campaign optimization, viral marketing, conversion tracking and integration of offline marketing.
• Managed firm's integrated marketing strategies (Featured in Crain's Chicago & Tribune Sunday Magazine in 1995.)
• Led development of Lilypad Web popularity tracking tool.(Covered in AdAge in 1995)
• Led marketing and online research for viral multiplayer Mildred game (Featured in Wired in 1995); this included the development of a proprietary ad server.

January 1993 – December 1996 (4 years)

• Planet StarChild evolved out of a B-school market research course project at Loyola.
• PSC was an online directory of independent music from artists and record labels.
• The service was ad-supported and featured pix, music clips and news from indie musicians/labels.
• Launched in 1992 as a voicemail system offering, a "try before you buy" means to sample indie music.
• In 1993, the service migrated to Innovators BBs, a FirstClass BBS and OneNet node; this meant national audiences could access news, music clips and artwork by dialing a local BBS.
• In 1994, PSC was relaunched on the Web.
• Generated national and local media coverage; developed strategic alliance with Tailspins Magazine; developed partnering opportunities with Subnation and Third Word; featured at Cyberfest.594.

Public Company; 10,001+ employees; WAG; Retail industry

June 1991 – June 1994 (3 years 1 month)

• Received employee suggestion award for idea to start using the Internet in 1993.
• Recruited into management training program; first job out of college.
• Learned retail store operations at America's top pharmacy chain.
• Developed hands-on business/operations management skills.
• Licensed Pharmacy Technician

January 1990 – July 1991 (1 year 7 months)

• Unpaid volunteer position while an undergraduate finance student at UIC.
• Developed strategy with local chapter executive council to involve college students interested in real estate-related careers.
• Implemented program reaching out to local universities with students in programs related to real estate.