Michael Grover: Marketing Consultant for Media and Entertainment Products
Michael Grover

Michael Grover

Digital Marketing Consultant for Media and Entertainment Products

SEO | Analytics | Content, Social, Search, and Influencer Strategy

Based in Los Angeles, working worldwide. •
(213) 819-8217 • mike@michaelgrover.com

I provide a wide range of marketing services for projects of all sizes – from strategic fractional CMO services to tactical analytics and SEO reporting – you can count on my unwavering track record of success to help you improve or create your market experience.


Marketing Services

Whether your needs are large or small, your business can benefit from my experience.


Market Planning & Strategy

Audience Development

Search Engine Optimization (SEO)

Social Media Marketing

Influencer Outreach

Insights & Analytics

Marketing Execution

Website Management

campaign tracking & monitoring

Marketing Stack Vetting

Social Monitoring

Conversion Repair

Marketing Products

Here are details about some marketing products I have been a key player in creating and promoting.

Siteroll.tv

Problem: Building audience for media and entertainment products is about more than just having a web site.

Solution: Siteroll.tv packages together many disparate technologies and tools along with marketing strategies and services to create a turnkey marketing and audience development system specifically designed for media and entertainment clients. Included, in the Siteroll.tv system:

  • A web site branded to your show or film
  • Production Scrapbook for behind-the-scenes footage and stills
  • Cast & Crew component for promoting the people working on your project
  • Marketplace for selling merchandise
  • Lead collection service which can be connected to a third-party emailing system

A turnkey marketing solution for media and entertainment products.

A turnkey marketing solution for media and entertainment products.

The Influencer's Bureau

Problem: B2B influencers are much harder to find than their B2C equivalents. While B2C marketers can rely on popularity to identify influencers, B2B influencers are much more nuanced, leading and participating in smaller, more targeted communities.

Solution: The Influencer's Bureau tracks publicly available social postings that focus only on B2B individuals and organizations. The resulting database can then be used to help identify untapped industry experts who can be part of ongoing programs.

The 2018 B2B Hashtag Report provides on the top 150 B2B hashtags in 4 industries.

The Influencer's Bureau helps identify untapped B2B industry experts.

Dogear Peelback

Problem: The TechWeb Network needed to create new revenue without cannibalizing existing sponsorship opportunities.

Solution: I conceived, spec'd out, and supervised the development of an award-winning ad unit which peeled the page back to reveal a sponsors messaging. Supported text, image, and video. Launched across 20+ sites, generating over $1MM incremental revenue in its first year.

"...a clever evolution from bombastic page interruptions..."

A new kind of ad unit won Best of The Web

DogEar Peelback generated > $1MM in incremental revenue and won Best of The Web from Min's magazine.

Tech News iPad App

Problem: With print advertising dying, we received funding to build a scalable app product to be a framework for other business units.

Solution: Created and managed development of iPad app (branded as Tech News) integrated with global content management system (CMS). Launched first as a paid-subscription product, we pivoted to ad supported. Within several months we had 45,000 downloads and made #1 in iTunes category.

The Tech News app provided a scalable framework technology to be used by dozens of business units at UBM.

The Tech News app provided a scalable framework technology to be used by dozens of business units at UBM.

Tech Social Network

Problem: Social media strategy was haphazard. Individual authors used different tools to post article inks with no tracking capabilities.

Solution: Developed topic-based social network feeds matching content development with sales priorities. Stories fed to social media were tracked back through to traffic and conversions. Also enabled a new social ad unit providing sponsors with a high-value, high-interaction space to align their brand with specific topic areas.

Tech Social Network was a social strategy that provided tracking through to completion.

Tech Social Network was a social strategy that provided tracking through to completion.

Dynamic Href-Lang Tags

Problem: Oracle had a heavy emphasis on international publishing (producing 110 localized sites) but it was hard to get Google to index the correct country site. Href-lang tags had been deployed manually, requiring constant updating with a heavy risk of errors.

Solution: Working with the international publishing team, I helped to spec out and manage the deployment of dynamically generated href-lang tags which automatically showed up on new pages as they were translated.

Dynamic href-lang tags enabled international sites to be found by Google upon translation.

Dynamic href-lang tags enabled international sites to be found by Google upon translation.

ThinkerDeck

Problem: While there was no shortage of note-taking apps in the Apple ecosystem, the retro-idea of taking notes on index cards was missing.

Solution: Working with an independent developer, I created an app that completely mimicked the idea of taking notes on index cards. Cards could be sorted and grouped and colors could be assigned. Achieved 5,000 downloads and won "best note-taking app for high-school students" from Appolearning.com.

The best note-taking app for high school student per Appolearning.com

The best note-taking app for high school student per Appolearning.com

SearchMedica

Problem: Prominent search engines could not be relied on to provide medically-valid results because they index the entire web. We wanted to provide the medical industry and pharmaceutical supporters with a Google for medicine.

Solution: Our editorial team, working with specialty-based advisory boards, vetted and certified sites which were then indexed through a proprietary system. Subscribers could then search and find data in four specialties. Pharmaceutical supporters purchased text ads based on categories.

Only medically-vetted sites appeared in this Google for professional healthcare.

Only medically-vetted sites appeared in this Google for professional healthcare.


Experience

Focus on international markets. Ran engagements with international marketing teams in Europe, APAC, and Latin America to:

  • increase marketing data capture rates,
  • drive more organic traffic,
  • support local marketing initiatives.

SEO analysis, Traffic Analysis and Reporting, and KPI and Metric Management. Specified and supervised technical program development involving SEO such as deploying dynamic href lang tags.




Responsible for strategy and execution on all digital products for media/events company. Reported to CEO. Roadmap owner.

  • Owned and drove all development and publishing technology priorities including cross-team product planning with marketing, sales, editorial, and audience development
  • Created news-app connected to company CMS
  • Attended events, polled customers, built events apps.
  • Responsible for analytics system (Adobe Analytics) usage, providing reporting services throughout the company
  • Established process for products to be delivered faster with versions iterated based on analytics




Progressive career with major technology news publishing organization.

  • Marketing Director for TechWeb Network: Responsible for marketing strategy and execution across ditigal, print, and events, creating new products, and traffic-driving programs and activities. Reported to VP Online.
  • Director of Online for Healthcare Business: Business lead with P&L responsibility for US healthcare publishing business. Built entire organization from scratch. Reported to CEO.
  • Director of Content Operations and Syndication: Worked with 20+ brands to conceive and launch profitable web and mobile products. Data-mining to identify new opportunities, created Social Media network, Organic and Paid traffic.




Other Experience

Launched subscription-based service providing physicians with research, CME, and educational programming.

Product manager for exchange site connecting communications professionals with journalists. Sold to Cision.

Netflix-model library of technical documentation marketed to IT organizations. Sold to Skilsoft.


References

Select referenced from LinkedIn.

"It's never less than great working with you."

Konstantinos Kontos, Sr. Developer Saturated Colors

"...cutting edge knowledge of new media..."

Timo Elliot, Buddha Branding

"Brilliant."

Mike Azzara, Principal, Content Marketing Partners

"...an innovator and thinker who executes."

Cora Nucci, Associate Editorial Director, HealthLeaders Media

"...he set one of the most rewarding professional cultures I've been a part of in my career."

Amber Tresca, ENA Healthcare Communications

"...always delivered excellent results to help drive digital product innovation, process and execution. His early version of content-based units were years ahead of their time."

Brandon Friesen, President, Just Media

"...truly understands the medium in a way many executives do not."

Anne Holland, Anne Holland Ventures

"...highly creative and understands the importance of focusing on the practical business ramifications – revenue and profit – of the projects he's working on..."

Tom Smith, Oracle Corporation

"...creative thinking..."

Nevin Berger, Lead User Experience Designer, Revitas Inc


Education & Skills

Emerson College

Bachelor of Fine Arts
Creative Writing/Publishing, Editor of Omnivore magazine, President of Experimental Film and Animation Society.

Skills

Analytics: Omniture/Adobe Analytics and Google Analytics. Certified in Google Analytics.

Programming: PHP, Cold Fusion, Xcode, HTML5, Javascript, Agile, mySql

Graphics: Premiere (Video Editing), After Effects (Motion Graphics), Photoshop, Screenflow (demo software).

Marketing Automation and Content Management: Eloqua (now Oracle Marketing Cloud), Responsys, Brightedge, Wordpress, Drupal, Teamsite, Screaming Frog, Hubspot CRM, Saleforce

Language: Spanish


Awards & Certifications


Contact Michael Grover

(213) 819-8217
mike@michaelgrover.com
michael_grover




copyright 2019 Michael Grover